Biore

Thailand

Bioré, a flagship brand of Kao Corporation and a global leader in Japanese skincare innovation, sought to solidify its presence in Vietnam’s competitive beauty market. With a portfolio of beloved products including UV Aqua Rich sunscreen and advanced pore care solutions, Bioré needed to cut through the noise and connect with Vietnam’s increasingly savvy, peer-influenced consumers. Partnering with FinT, Bioré executed a multi-product influencer strategy centered on Key Opinion Consumers (KOCs) . By leveraging niche targeting, authentic storytelling, and data-driven optimization across three hero products, the campaign generated over 20 million views, achieved engagement rates exceeding industry benchmarks, and cultivated 95% positive sentiment for a key sunscreen variant.

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

The Challenge: Standing Out in a Saturated Skincare Market

Vietnam’s skincare market, particularly the sunscreen category, is one of the most competitive in Southeast Asia. Bioré faced three critical challenges:

The Trust Gap: Vietnamese consumers, especially Gen Z, increasingly rely on peer-generated content over traditional advertising when making skincare purchasing decisions.

Market Saturation: The sunscreen segment is crowded with domestic and international competitors, making differentiation essential.

Product-Specific Education: Each of the three hero products required distinct messaging, oil-control for UV Smooth Velvet, gentle cleansing for MUR, and lightweight hydration for UV Aqua Rich, demanding tailored content strategies.

The Strategy: A Product-by-Product KOC-Led Approach

Biore partnered with FinT to launch a KOC-led influencer campaign centered on authenticity, niche targeting, and educational storytelling.

1. Biore UV Smooth Velvet Sunscreen

FinT developed a comprehensive influencer strategy that treated each product as a unique campaign, united by a common philosophy: authenticity through KOC partnerships and educational storytelling.

Product 1: Bioré UV Smooth Velvet Sunscreen – Dominating a Niche

Scale & Selection: Activated 239 creator posts, with 60% from micro-KOCs to balance authenticity with cost efficiency.

Niche Targeting: Focused on the strategic hashtag #chongnangkiemdau (oil-control sunscreen), positioning the product as the go-to solution for oily and combination skin types.

Trust Bridge: KOCs were empowered to moderate comments and answer audience questions directly, acting as authentic intermediaries between the brand and consumers.

Data-Driven Optimization: Post-campaign dashboards provided top KOC ROI analysis, sentiment tracking, and hashtag penetration metrics to inform future strategies.

2. Biore MUR

Scale: Deployed 168 influencer videos focused on highlighting the product’s gentle yet effective formulation.

Proactive Community Management: FinT provided strategic consultancy to address minor consumer concerns through KOC engagement, maintaining trust and loyalty throughout the campaign lifecycle.

3. Biore UV Aqua Rich

Scale: Activated 256 influencer videos to reach the broadest possible audience for this globally popular franchise.

Conversion Focus: The strategy emphasized moving consumers from awareness to measurable purchase actions, leveraging the product’s existing global reputation.

The Results: Measurable Success Across Three Products

The combined campaigns delivered exceptional results across awareness, engagement, sentiment, and purchase intent.

• Bioré UV Smooth Velvet Sunscreen – Niche Dominance

Massive Reach: The campaign generated 7.1 million views.

High Engagement: Achieved a 3.59% engagement rate with 95% positive sentiment.

Niche Leadership: The #chongnangkiemdau hashtag strategy successfully positioned Bioré UV Smooth Velvet as a leading oil-control sunscreen in Vietnam.

Strategic Foundation: The data-driven insights from this campaign laid the groundwork for future mainstream expansion.

• Bioré MUR – Trust & Loyalty

Reach: 168 videos generated 3,487,129 views and 5,652 engagements.

Sentiment & Intent: Audience feedback was overwhelmingly positive, with comments demonstrating strong purchase intent and willingness to recommend the product to others.

• Bioré UV Aqua Rich – Mass Market Scale

Massive Reach: 256 videos reached 10,174,351 views with 10,834 engagements.

Above-Benchmark Engagement: Achieved a 3% engagement rate, surpassing industry benchmarks for FMCG beauty content.

Conversion Success: The campaign proved highly effective at converting awareness into measurable purchase actions.

Combined Campaign Totals: Metric Total

• Total Influencer Videos : 663+
• Total Views : 20,000,000+
• Total Engagements : 16,000+
• Average Engagement Rate : 3%+ (above industry benchmark)
• Positive Sentiment (UV Smooth Velvet) : 95%

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.