BRAND BRIEF

1. BRAND INTRODUCTION
0.1 BRAND HERITAGE

Purité de Prôvence is a natural beauty brand, inspired by the precious of

Provence nature, well-known as world’s capital of perfume by its long story in
perfume history. Beloved by mother nature with beautiful landscape,
precious plants, and moderate climate all year round; Provence owns life-
long tradition of beauty regimen and making beauty products from nature.

Purité inherits the beauty story from this land to bring the best of nature to
our beloved women who deserve it! The secret that makes Purité be
adorable is the truly natural in all products to nurture feminine hair/skin and
leave it adorable long-lasting fragrance.

Purité believes that every woman has her-own personality and need a
specific product. Therefore, our large products portfolio designed base on her
need.
Purité has launched since 2011 as the first mover in Vietnam shower market,
tapped into natural segment with a premium image from Provence, France.
The uniqueness transparent round shape bottle, illustration art style with dominant
icon and long-lasting fragrance are brand DNA.

2011 2017 2021

OUR BELOVED CONSUMER - PORTRAIT
Personality:
- Feminine
- Enthusiastic
- Optimistic
Demographic:
- 25-35 year olds (core: 25-28)
- Modern woman living in metropolitan
areas
- Class AB

Lifestyle:
• Living a dynamic lifestyle that balance between needs for career
advancement and harmony with inner self
• Urban living but nature loving – believe in the power of nature to recharge
physically, mentally and spiritually
• Own an elegant lifestyle and have an artistically taste. Create trends
• Ability to inspire people by the graceful way
 Being
BEAUTIFUL
is being
YOUR BEST SELF
We are called “phai dep” for a reason!
I always want to keep MYSELF LOOK BEST in any situation, it’s not about “beautiful” like a
model, it’s just the fresh look, a glow of healthy skin, the hair in shape, the nice scent –
the best of myself. That’s appearance is not to impress others but to MAKE ME FEEL
GOOD.
And I knows that nature is the powerful source that’s not transform but just to pamper
and ENHANCE MYSELF
OUR OFFER - TRULY NATURE

Use the best of Western nature to nurture women’s beauty:

Nothing better than nature to nurture women’s beauty. It’s not only earth-
friendly, sustainability but also efficiency. Nature with its power can
therapy and benefit users in both mentally and physically

Purité is an expert in playing with natural ingredients, also researchs and

applies the precious ingredients that works for hair & skin.

Contented the power of mother nature, we

proudly call Purité product is - TRULY NATURE.
Purite will pampers, enhances and embraces
women’s beauty.
Brand belief: The world is your reflection
Purite believes that EVERY WOMAN HAS HER OWN BEAUTY
The moment you can FEEL YOUR NATURAL BEAUTY & you can
SEE THE BEAUTY IN EVERYTHING
BRAND
CHARACTER

IS IS NOT

Cosmopolitan girl Classical princess

Charming Way too girly (bánh bèo)

Romantic Dreaming

Fancy Flashy (diêm dúa)

2. BRAND REVIEW
PURITE – WHAT HAVE WE DONE SO FAR

2020 2021 2022

Relaunch Purité shower gel with Reinforce Purité shower gel with
Launch Purité shower gel with
new label & new message “ message “ 100% natural
“ Real flower”
100% natural essential oil” essential oil”
100% natural oil essence
from thousand pentals
YET, FRAGRANCE IS NOT THE ONLY EFFICACY TO CONSUMERS

FRAGRANCE +
FRAGRANCE
FUNCTIONAL BENEFITS
A LOOK AT THE SHOWER GEL CATEGORY

Functionality Fragrance Natural ingredients

Deep moisturizing Oliv

Whitening

Whitening Muji berry,..

 COMPETITORS ARE ALSO MOVING FURTHER THAN FRAGRANCE

Fragrance from
Flowers – with
Silk Protein for
skin moisturizing.

Fragrance from
Flowers - with
strong claim on
long-lasting
benefit.
 WHAT WE GET WHAT WE DON’T

Good brand awareness with

proposition of floral fragrance from Limited brand building activities.
Provence.

Strong in Shower Gel – KEY PRODUCT Weak in functional efficacies.

3. Moving further from Shower Gel
THE INSPIRING STORY FROM NATURE

Sữa hạt, nguồn cảm hứng làm đẹp vô tận từ thiên

nhiên, mang đến cho nàng vẻ đẹp đầy mê đắm được
tỏa sáng bởi làn da mịn màng nhờ hạt Hạnh nhân
và Yên mạch giàu Acid béo cấp ẩm sâu. Nut milk,
the endless source of beauty inspiration from nature, gives her an
indulgent beauty that is illuminated by smooth skin thanks to Almonds and
Hòa quyện cùng
Oats rich in deeply moisturizing Fatty Acids.
“siêu trái cây” Việt quất, Bơ chứa nhiều vitamin
C và vitamin B3 có lợi cho làn da. Blended with "super
fruit" Blueberries, Avocado contains vitamin C and vitamin B3 that are
beneficial for the skin.

- Vitamin C: Sáng da. Bright skin

- Vitamin B3: Căng mọng. Glowing
TARGET AUDIENCE

Purite Shower Cream Smooth and Bright Skin Purite Shower Cream Smooth and Glowing Skin

Customers are looking for a product that provides moisture to the Customers need to find a product that provides moisture to
skin, in addition to making the skin bright and radiant. the skin, helping to overcome dry skin.

Customer problem: Customer problem:

- Dry skin - Dry skin
- Dark skin - Rough skin is not smooth.
OBJECTIVE:
PENETRATE IN SHOWER GEL MARKET WITH NEW PRODUCT INNOVATION
PRODUCT FORMAT INGREDIENTS
PURITÉ SHOWER CREAM PURITÉ SHOWER CREAM
Smooth and Bright Skin Smooth and Glowing

• Made from a duo of almonds rich in • Made from a duo of oat kernels rich in
Cream Milk deeply moisturizing fatty acids, combined deeply moisturizing fatty acids,
with blueberry extract containing high combined with fresh avocado extract
Concentrated shower cream levels of vitamin C. containing high levels of vitamin B3.

with nutrient content helps • Helps restore dry, rough skin to become • Helps restore dry, rough skin to become
smooth and glowing, lock in moisture for a
nutrients penetrate the skin smooth and healthy, brightening skin from
long time without clogging with Fatty Acids
deep within with Fatty Acids and Vitamin C
better than regular shower gel. • The sweet scent lingers on the skin after and Vitamin B3
showering. • The fresh, sweet scent spreads on the skin
after showering.

Fatty acids (from oats, almonds) Helps Vitamin C from Vitamin B3 from avocado.
smooth the surface of the skin, Blueberries. Helps Provides moisture to the skin, helps to lock in
moisturizes, and protects your skin from brighten skin, fade dark moisture, reducing the frequency of water loss in
environmental damage. spots the skin
JOB-TO-BE-DONE

Build consideration for Purite Shower Cream

Strengthen proposition on Natural ingredients and floral oils extract, plus

functional benefits for skin.

Purite Shower Cream could help to drive incremental growth for

Purite by recruiting new users to the category.
PURITE SHOWER CREAM BRIEF

GET Female 25-35 Y.O, living in Urban areas

Looking for a Shower Gel product that not only smells good, but also deeply
WHO
moisturizes her skin.

TO Buy Purite Shower Cream for skin benefits.

Convincing her that Purite Shower Cream is a product inspired from Provence, with
BY
fragrance oil flowers and helps moisturize your skin.

Purite Shower Cream with the combination ingredients from nature such as oats,
BECAUSE
avocado, almond, blueberry - helping her restore the skin, dry and rough becomes
smooth and bright.
DELIVERABLES

1 2

Comm plan with elaboration Budget: USD 300k

Including Big Idea to deliver proposition Budget allocation by channel and activity.
consistently on all Online + Offline
channels.

The big idea needs to include piercing

insight, brand connection and succinct
expression.
APPENDIX: EXAMPLE FOR BIG IDEA

“Nhẹ như bay (Light to fly/Flying up)”

Brand key benefits:
OTTP help to prevent fat absorption (RTB) that help you to have body light & feel light

Thematic TVC Tết TVC New variant TVC

“Uống cho ngày thêm nhẹ” “Uống cho ngày thư giãn” “Đã ngon, còn nhẹ”
“Drink to lighten yourday” “Lighten your day” “Feel tasty, feel light”

“Ngày nhẹ nhàng dáng thanh tao” “Tết nhẹ nhàng, xuân an khang”
“Lighten day, lighten weight” “Lighten Tết, good health in new year”