Tiếng việtBioré, part of Kao Corporation, is a leading Japanese skincare brand recognized for its innovation in sun care and cleansing. With globally popular products like UV Aqua Rich sunscreen and pore care solutions, Bioré combines advanced formulation science with market-specific strategies to capture consumer trust and drive growth across Asia and beyond.
Objective
Biore set out to successfully introduce its key product lines to the Vietnamese market by building authentic awareness, educating consumers, and driving purchase intent. The campaign focused on three hero products:
- Biore UV Smooth Velvet Sunscreen
- Biore MUR
- Biore UV Aqua Rich
Challenges
- Vietnamese consumers are increasingly influenced by peer-generated content, especially in skincare, where trust is crucial.
- The market is highly saturated with sunscreen and skincare brands, requiring Biore to stand out while staying relevant to Gen Z and skincare-savvy audiences.
Solution
Biore partnered with FinT to launch a KOC-led influencer campaign centered on authenticity, niche targeting, and educational storytelling.
Key Strategic Moves
1. Biore UV Smooth Velvet Sunscreen
- Activated 239 creator posts, with 60% from micro-KOCs to balance authenticity and cost efficiency.
- Focused on the niche hashtag #chongnangkiemdau, generating intent-based engagement at 3.59% and 95% positive sentiment.
- Empowered KOCs to moderate and reply to audience questions, acting as a trust bridge between the brand and consumers.
- Delivered a post-campaign dashboard with top KOC ROI, sentiment analysis, and hashtag penetration tracking.
Result:
The campaign achieved 7.1M views, high engagement, and strong dominance in its targeted niche – positioning Biore UV Smooth Velvet as a go-to oil-control sunscreen in Vietnam. This data-driven success also laid the foundation for future expansion into more mainstream segments.
2. Biore MUR
- 168 influencer videos generated 3,487,129 views and 5,652 engagements.
- Audience sentiment was overwhelmingly positive, with comments showing strong purchase intent and willingness to recommend the product.
- Addressed minor concerns through proactive KOC engagement guided by the brand’s consultancy, maintaining consumer trust and loyalty.
3. Biore UV Aqua Rich
- 256 influencer videos reached 10,174,351 views and 10,834 engagements, delivering a 3% engagement rate – above industry benchmarks.
- Proved highly effective at converting awareness into measurable purchase actions.
Key Takeaways
The campaigns demonstrated the power of strategic influencer collaborations in boosting both brand sentiment and sales performance in Vietnam’s FMCG beauty space.
By combining niche targeting, authentic voices, and data-driven optimization, Biore successfully strengthened its foothold in the competitive Vietnamese skincare market.
