context.

Festive gifting is booming, especially in cities. But the winners are always the same: the big FMCG brands already rooted in Vietnamese gifting culture. They own the emotions, the rituals, the collective beliefs.

Personal care brands? They have the potential, but no guaranteed spot in the gifting hierarchy. If L’Oréal wanted to compete, it needed more than packaging. It needed a belief to stand on. A belief Vietnam already shares.

objective.

Get Millennials & Gen Z to pick L’Oréal’s gift sets as their Festive/New Year choice. To do it, we built a platform that could: (1) tap into a collective belief, (2) link back to the L’Oréal brand world, and (3) deliver a clear, unique festive value only we could claim.

strategic approach.

Vietnam believes beauty is “trời cho.” You hear it everywhere: “Trộm vía xinh quá,” “Đẹp cũng là may trời ban.” In other words; beauty = fate, beauty = magic, and beauty = luck.

But what’s interesting? L’Oréal believes beauty is science.
Maison L’Oréal, the home of formulas and craftmanship, opens its festive doors and drops a different truth: Beauty isn’t a miracle. Beauty is made. Measured. Clinically proven. Scientifically built. 

So we transformed the festive narrative:
FESTIVE TRANSFORMATION — POWERED BY SCIENCE

creative concept.

“Không Phải Phép Màu, Đẹp Từ Khoa Học.”

A festive Maison that sparkles like magic, but reveals the truth behind beauty: it’s science. We crafted four “science-blessed” wishes for the new year: (1) Sáng Ngời, (2) Căng Mướt, (3) Láng Khoẻ, (4) Rạng Rỡ.

Gift sets came with limited NFC tags + signed cards from three “anh trai.” Randomized. Collectible. Turning unboxing into a hunt, and hype into reality.

What we also did:
– 1 Thematic iTVC: The big Maison moment. Festive world. Science story. Brand truth.
– 3 Product iTVCs: Each hero SKU. Each KOL. Each clinically proven transformation.
– 4 Spokes Clips: Personalized wishes. NFC interactions. Fan-hooking moments.
– Gift Delivery Idea: Maison gifts delivered in Paris-inspired vehicles, bringing “science-meets-romance” into real streets.

credits.

CD: Hung Thai
Art Director: Cu Thu
Copywriter: Duong Nguyen, Tram Nguyen
Designer: Tu My, Luan Nguyen
Planner: Mai Nguyen, Dung Ho
Account: Trang Duong, Anh Dang, Dat Nguyen
Production: Bolt Production