I N T E G R A T E D P R O P O S A L
B L O O M I N G K I S S L I P S T I C K
2 1 / 0 3 / 2 0 1 1

T H E B R I E F
B L O O M I N G K I S S L I P S T I C K L A U N C H I N V I E T N A M
C O M M U N I C A T E B L O O M I N G K I S S ’ S
F U C T I O N A L A N D E M O T I O N A L B E N E F I T S

T H E P R O D U C T
L O N G L A S T I N G
M O I S T U R I Z I N G & L I P C A R E
Y O U N G , F R E S H A N D N A T U R A L

T A R G E T A U D I E N C E
1 8 - 2 5 Y E A R S O L D
S T U D E N T S , F I R S T J O B B E R S

G I R L S
C R O S S I N G T H E B R I D G E T O A D U L T H O O D
S T A R T I N G A J O U R N E Y T O M A K E T H E I R M A R K I N L I F E
A C L O S E R L O O K A T O U R T A R G E T
T H E Y A R E

M O R E C O N F I D E N T
M O R E I N D E P E N D E N T
E A G E R T O P R O V E T H E M S E L V E S
U N L I K E P R E V I O U S G E N E R A T I O N S
T H E Y A R E

I S W H A T T H E Y C O N S C I O U S L Y C H O O S E T O
P R E S E N T T O T H E W O R L D A B O U T T H E M S E L V E S
T H E I R L O O K
I T I S T H E I R M E S S A G E
O F W H O T H E Y A R E

I N N E R B E A U T Y V S . O U T E R B E A U T Y
T H E O L D S C H O O L D E B A T E
I S N O L O N G E R R E L E V A N T

A G I R L C A N T A K E
H E R C A R E E R S E R I O U S
A N D L O O K G O O D
A N D H A V E F U N A T T H E S A M E T I M E

B E C A U S E Y O U C H O O S E H O W Y O U L O O K
L O O K M A T T E R S
Y O U A R E M A K I N G A S T A T E M E N T T H R O U G H Y O U R L O O K

B L O O M I N G K I S S C A N B E C O M E
A M E S S E N G E R T H R O U G H W H O M
G I R L S S E N D O U T T H E I R M E S S A G E
A F A C I L I T A T O R
A F R I E N D W H O U N D E R S T A N D S A N D H E L P S

O U R O B J E C T I V E S
T O C R E A T E A N E M O T I O N A L A T T A C H M E N T
W I T H T H E P R O D U C T
T O G I V E A D E E P E R M E A N I N G T O C O N S U M P T I O N
T O C O M M U N I C A T E T H E L O N G L A S T I N G
B E N E F I T O F B L O O M I N G K I S S

O U R I D E A

W H A T I S A G I R L ’ S
U N I Q U E M A R K ?
D N A ?
T H U M B P R I N T ?
S I G N A T U R E ?

T H I S M U S T B E S O M E T H I N G
O N L Y B L O O M I N G K I S S C A N O W N
W H I C H A L S O U N I Q U E L Y
R E P R E S E N T S E A C H G I R L

L I P M A R K
I S T H E N E W I D E N I T Y

I F Y O U C A N T E L L A T H O U S A N D T H I N G S
F R O M Y O U R L I P
Y O U R L I P C A N A L S O T E L L
A T H O U S A N D T H I N G S A B O U T Y O U

E V E R Y L I P I S D I F F E R E N T
A R E H O W A G I R L S H O W S T H E W O R L D W H O S H E I S
C O L O U R , T E X T U R E , S H A P E …

B L O O M I N G K I S S
E N C O U R A G E S A G I R L T O M A K E H E R O W N M A R K
A N D P R O M I S E S T O K E E P T H A T M A R K L O N G L A S T I N G

E X E C U T I O N
D I G I T A L
A C T I V A T I O N
P R

D I G I T A L

D I G I T A L O B J E C T I V E S
T O G E N E R A T E B U Z Z O N L I N E
T O E M O T I O N A L L Y E N G A G E G I R L S
I N A N I N T E R R A C T I V E A N D F U N W A Y
T O C O M M U N I C A T E P R O D U C T F E A T U R E S
T O C R E A T E A S E L F - S U S T A I N E D P L A T F O R M W H I C H
C O U L D B E A P A R T O F A G I R L ’ S E V E R Y D A Y L I F E

C R E A T E A S O C I A L N E T W O R K
M I C R O S I T E
A B O U T O N E T H I N G A L M O S T
E V E R Y G I R L ’ S I N T E R E S T E D I N

H E R E V E R Y D A Y ’ S F O R T U N E

C A P T U R E Y O U R L I P B Y W E B C A M
A N D L E T L I P R E A D E R R E A D E V E R Y T H I N G A B O U T Y O U
B L O O M I N G K I S S ’ S C O L O U R O F T H E D A Y
P E R S O N A L I T Y ( 8 B L O O M I N G K I S S C O L O U R T Y P E S )
D A I L Y F O R T U N E

T H E S I T E L E T S Y O U
M A K E Y O U R M A R K
W R I T E Y O U R M E S S A G E W I T H L I P S T I C K P E N
S E N D E - C A R D S W I T H Y O U R O W N L I P M A R K
A N D H A V E F U N
S H A R E Y O U R D I A R Y I N C L U D I N G E V E R Y D A Y L I P M A R K
D I S C U S S W I T H F R I E N D S A B O U T L I P S T I C K A N D
W H A T L I P M A R K M E A N S T O Y O U

P R

P R O B J E C T I V E S
P R O M O T E ‘ M A K E Y O U R M A R K ’ T R E N D
E D U C A T E P R O D U C T F E A T U R E S A N D B E N E F I T S
S U P P O R T O N L I N E A N D A C T I V A T I O N
A F F I R M T H A T B L O O M I N G K I S S O W N S T H E C O N C E P T

K E Y A N G L E S
‘ L I P M A R K I S A G I R L ’ S I D E N T I T Y ’
A N D K E E P I T L O N G L A S T I N G A N D F R E S H A L L D A Y
B L O O M I N G K I S S E N C O U R A G E S Y O U T O M A K E Y O U R M A K R

P R F L O W
P U S H : T R E N D S E T T I N G
P U L L : E D U C A T I O N

PUSH PULL
BUILD PRODUCT
PLATFORM
CREATE A TREND OF
LONG LASTING
MARK MAKING
THROUGH LIP MARK,
THUS ACHIEVING
SUCCESS IN LIFE
-What does your lip tell
about you?
-A day of celebrities
-Lip mark diary by
consumers
-The portrait of 8X & 9X
girl generation
EDUCATIONAL
SERIES
-Advertorials to
educate the
target
audiences
about product
funtions.
INSPIRATIONAL
SERIES
-Editorials to
inspire the target
audiences about
new trends of
make up, lip
care. beauty tips.
AMPLIFICATION
-Support for online
-Support for
activations
-News
-Shopping guide

• Editorial: Tie up with the publications
to promote the thought ‘Lip mark can
tell a lot about yourself’.
• Personality quiz: 8 personalities types
according to 8 Blooming Kiss colours.
P U S H : M A K E Y O U R M A R K T H R O U G H Y O U R L I P
W H A T D O E S Y O U R L I P T E L L A B O U T Y O U ?

A DAY OF CELEBRITIES:
•Editorial: Tie up with the
publications to create a series of
LIPMARK DIARY of celebrities as
pictorial (photo release) that report
daily activities of the celebrities. She is
kept fresh and impressive all day with
long lasting Blooming Kiss.
•Advertorial: ¼ page, full colors
about product information.
LIP MARK DIARY BY CONSUMERS:
•Advertorials are developed from the
consumers’ online lip mark diary
Bloominh Kiss Lipstick
L I P M A R K D I A R Y
P U S H : M A K E Y O U R M A R K T H R O U G H Y O U R L I P

The portrait of 8X & 9X girl generation
-They are smart, confident and active.
They cares about their look as it is how
they present the world about
themselves. In the beginning phase of
adulthood, they are eager to make
their mark in everything. Blooming Kiss
helps them to create a long lasting
impression, feeling fresh and beautiful
all day.
-Tools: advertorials and editorials
Bloominh Kiss Lipstick
P U S H : M A K E Y O U R M A R K T H R O U G H Y O U R L I P
T H E P O R T R A I T
O F T H E N E W G I R L G E N E R A T I O N

-Advertorials to support online
- Advertorials to support activation
-News
-Shopping guide
P U L L : E D U C A T I O N
A M P L I F I C A T I O N

P U L L : E D U C A T I O N
P R O D U C T P L A T F O R M
EDUCATIONAL SERIES
-Advertorials: To educate the target audiences
about:
• Product function
•Lip care
•How to choose the right product for lip care.
-Tactic:
•The make-up artist give lip care tips and how to
moisturize lips when using long lasting lipstick.
Product function (High-Color Fitting System, Soft-
feel ideal formula, Moisturize) will be highlighted
via the tips.
•The make-up artist advises the target audiences
how to choose the right product for lip care to
avoid dry lips and dark color lips. Breaking down
the perception: “Long lasting lipstick makes
women’s lip to be dry and turn to dark color”.
Advertorial

P U L L : E D U C A T I O N
P R O D U C T P L A T F O R M
INSPIRATIONAL SERIES
Editorials to inspire the target audiences about:
•New trend of make up: Appling long lasting lipstick to shine
and make forever impression.
•New trend of beauty care: Goodbye dry lips – Full of
vividness with long lasting lipstick.
Bloominh Kiss Lipstick
•New trend of make up: The
make up artist will enhance the
trend of appealing long lasting
lipstick as the new make up trend
of 2011.
Girl
Bloominh Kiss Lipstick
•8 colors for 7 days:
Lipstick horoscope: The stylist will
advise which color to apply to
consumers (from online activities)
for each day of week.
Editorial
Advertorial
Editorial
Advertorial

A C T I V A T I O N

A C T I V A T I O N O B J E C T I V E S
T O P R O V I D E A C T U A L P R O D U C T E X P E R I E N C E
T O D E M O N S T R A T E
T H E C O N C E P T O F ‘ M A K E Y O U R O W N M A R K ’
T O F U R T H E R E N G A G E O U R T A R G E T C O N S U M E R S

A C T I V A T I O N
P R O D U C T S A M P L I N G
M E R C H A N D I S I N G

P R O D U C T S A M P L I N G
P R O D U C T S A M P L E
P E R S O N A L I Z E D V I S I T I N G C A R D
P E R S O N A L I Z E D G R E E T I N G C A R D

M E R C H A N D I S I N G
M E R C H A N D I S E W I T H P E R S O N A L I Z E D L I P M A R K
D E M O B O O T H W H E R E C O N S U M E R S
C A N T A K E T H E I R L I P M A R K P I C T U R E
A N D P R I N T I T O N T - S H I R T , M U G S , K E Y C H A I N …

R E C A P
D I G I T A L P R A C T I V A T I O N
Social network micro-
site
Lip Reader
Personalized e card
with lip mark
Lipstick Pen
Online lip mark diary
Discussion forum
Push: Creating trend:
‘Make your mark
through your lip’
Pull: Educating product
functional benefits
Product sampling
Personalized
merchandizing