Turning accessible beauty into a trusted Gen Z choice
ANBU supported FOCALLURE's Vietnam launch through beauty KOL/KOC, social reviews and purchase-driving content.
Results
Project context
As FOCALLURE entered Vietnam, ANBU localized the new beauty brand for value-conscious Gen Z audiences. The campaign had to build awareness while showing color, texture and product experience clearly enough to create trust before purchase.
Guiding insight
For a new beauty brand, awareness is not enough. People need to see color, texture and performance on faces they can relate to. A useful review helps each viewer answer whether the product fits their needs, style and budget.
Challenge
Beauty buyers need to see real color, texture and performance before purchasing. Conventional brand advertising could not answer “what will the product really look like on me?”, while every social platform demanded a different format and content rhythm.
Solution
ANBU mapped beauty KOL/KOC by content strength and audience, managing booking, briefing, script review and publishing schedules. YouTube carried deeper reviews and tutorials; Facebook focused on swatches, albums and short clips; Instagram and TikTok used unboxing, before–after and transformation formats. Social touchpoints connected with sale messaging to support both conversation and conversion.
What we did
From insight to execution, every workstream was designed to play a specific role in the launch and growth journey.
- 01Defined a beauty-minded Gen Z audience seeking trendy, accessible and practical products
- 02Selected beauty KOLs and micro-influencers by content strength and audience fit
- 03Standardized briefs for reviews, tutorials, swatches, unboxing and before–after transformations
- 04Activated YouTube, Facebook, Instagram and TikTok with a distinct role for each channel
- 05Used real-time monitoring to optimize creators and high-performing formats
The lasting idea
ANBU assigned distinct jobs to each platform instead of duplicating one video everywhere. Long-form content built trust, short-form sparked discovery and social commerce shortened the path from interest to purchase.
Ready to make your move with ANBU?
Tell us about your goals. We'll get back to you within one business day.