Context: - Demand rising for shower gels with skincare benefits, esp. exfoliation (+18% YoY).Coffee is a top-searched natural ingredient. - Competitors already pushing naturals via e-commerce & TikTok
Brand Situation: - Lifebuoy seeks to expand its Naturals Range, building on advanced care and natural exfoliation.Lifebuoy Coffee leverages Vietnam’s iconic ingredient, offering:Clinically proven gentle exfoliation, 12HSA technology – 50x skin barrier boosterl, 100% natural Vietnamese coffee extract. - Positioned to celebrate heritage while delivering superior skin health benefits.
Objective: - Awareness: Establish Lifebuoy Coffee as the leading natural exfoliating shower gel, reinforcing Lifebuoy’s relevance in skincare. - Acquisition: Drive trial and adoption among consumers seeking natural, effective solutions. - Differentiation: Highlight Vietnamese coffee as a unique, authentic story.
