PICKLEBOO

Chapter 8

SELF-CONCEPT,
PERSONALITY &
LIFESTYLE
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PICKLEBOO

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Contents
01 Self concept 04 Value

02 Personality 05 Marketing application

03 Life Style 06 Case Study

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EXAMPLE: 1/ SELF CONCEPT
A doctor may perceive themselves as
knowledgeable, decisive, and calm under DEFINITION:
pressure, while as a parent, they see themselves The beliefs a person holds about their own attributes and how
as loving, protective, and approachable. they evaluate the self on these qualities

Complex and malleable structure -> Some parts are stable, but
each of us modifies some elements of it as we make our way
through life—and particularly as we discover new ideas, social
groups

An identity is <any category label with which a consumer self-

associates that is amenable to a clear picture of what a person in
that category looks like, thinks, feels and does.=
SELF-ESTEEM
Self-esteem refers to the positivity of a person’s self-concept.
People with low self-esteem expect that they will not perform very well, and they will try to avoid embarrassment,
failure, or rejection.
Researchers found that consumers low in self-esteem preferred portion controlled snack items because they felt they
lacked self-control

Component High self-esteem Low self-esteem

Apple
Nokia (during its decline phase)
Apple has strong confidence in the quality
Before losing market share to iPhones and Android
of its products and takes pride in
devices, Nokia was a dominant force in the mobile
innovation and premium design. The
Example phone industry. However, instead of confidently
company does not engage in price-cutting
innovating and adapting to the smartphone market,
strategies to compete but maintains high
it was slow to change and doubted its ability to
prices, believing that customers are willing
compete. This led to a loss of its leading position.
to pay for a superior experience.
ACTUAL SELF VS IDEAL-SELF

Definition

Actual self: Actual self refers to our more

realistic appraisal of the qualities we do
and don’t have

Ideal self: The ideal self is a person’s

conception of how they would like to be
 Dimensions of
Actual self - concept Ideal self-concept
self-concept
ACTUAL SELF VS

How I actually see my self How I would like to see my self

Example: A person sees themselves as Example: This person aspires to become a

Private self someone who values natural beauty beauty influencer, known for promoting
IDEAL-SELF

and prefers using organic skincare sustainable and eco-friendly beauty

products. They feel confident in their practices. She wants to inspire others with
simple, everyday look. their passion for natural beauty.

How others actually see me How I would like others to see me

Example: In their social circle, this Example: They hope to be recognized as a

Social self person is known for having healthy, leading voice in the beauty industry,
glowing skin and is often asked for respected for their expertise in sustainable
skincare advice. They are perceived as beauty and admired for their commitment to
knowledgeable about beauty products. promoting environmentally friendly products.
 EXTENDED SELF Level 3: Community level
It is common for consumers
to describe themselves in
Level 1: Individual level
terms of the neighborhood or
Including jewelry, cars, clothing
town from which they come.
The saying <You are what you
wear= reflects the belief that
one’s things are a part of one’s
identity whether in real or
virtual worlds.

Level 2: Family level

Includes a consumer’s residence Level 4: Group level
and the furnishings in it. Subculture
Ex: the house as a symbolic body A consumer also may feel
for the family, and the place that landmarks, monuments,
where we live often is a central or sports teams are a part of
aspect of who we are. the extended self
GENDER IDENTITY
Gender Socialization and Gender Roles

Gender roles are shaped by cultural expectations on how

individuals should act, dress, and speak.

Children develop gendered perceptions early, associating

certain activities with masculinity or femininity.

The definition of gender roles is evolving, with more fluidity in

representations in media and society.
 Gender Differences in Consumer Behavior

Males and females often have different consumption habits

influenced by both biological and sociocultural factors.

Women are generally more communal and socially driven

in their purchasing behavior, while men tend to focus on
individual benefits.

Beware of Gender
Stereotypes in Advertising Androgyny and Gender-
and Products Bending Products

Many products are marketed with

Some brands are breaking gender
traditional gender stereotypes,
norms by offering gender-neutral or
such as pink for women and blue
cross-gender products (e.g., male
for men.
makeup, pink guns for women).
Advertising still reinforces hyper-
Androgynous marketing expands
masculinity and hyper-femininity
potential consumer bases.
Toward Greater Gender Fluidity

Younger consumers reject rigid gender

categories, leading to increased popularity
of unisex products and marketing.

Companies are adapting to a market

where gender no longer strictly dictates
consumer choices.
The Quest for Gender Justice and
Equality

Gender inequality in wages and

market access persists globally.

The COVID-19 pandemic highlighted

workplace gender disparities, pushing
discussions on equality in business
and marketing.
 ROLE IN CONSUMER BEHAVIOR:
2/ WHAT IS PERSONALITY? Affects decision-making in purchasing
Determines brand and product preferences
Creates a psychological connection with brands

DEFINITION: EXAMPLE:
Personality is a set of stable and consistent psychological traits Confident and active individuals Prefer brands
that influence a person’s thoughts, emotions, and behavior. like Nike, Adidas
Perfectionists and detail-oriented consumers
Favor Apple, BMW
 NATURE OF
PERSONALITY
Definition: Personality refers to an
individual's consistent patterns of thoughts,
feelings, and behaviors. It influences how
consumers perceive brands, make
purchasing decisions, and respond to
marketing stimuli.

Example:
Red Bull targets risk-takers who enjoy adventure
and excitement.
L'Oréal promotes confidence and self-
expression, appealing to individuals valuing
self-care.
 Characteristic Description Marketing Implication
KEY CHARACTERISTICS
Each person has a distinct Brands must personalize
Personality is Unique personality. marketing efforts to fit different
consumer personalities.
OF PERSONALITY

Consumers often prefer brands

Personality is It remains stable over time but can
that align with their long-term
Consistent evolve due to life experiences.
identity.

Marketing campaigns targeting

Significant life events, cultural shifts,
Personality Can personal transformation (e.g.,
and social influence can alter
Change fitness, self-improvement) can
personality traits.
be effective.

Brands can use psychographic

Personality is Shaped
It is influenced by both biological segmentation to understand
by Genetics &
factors and life experiences. personality-driven buying
Environment
behaviors.
FACTORS INFLUENCING
PERSONALITY
1. Personality is shaped by:
Genetics – Some traits are inherited
Environment – Culture, education, and
family impact personality
Personal experiences – Life events
shape personality over time

2. Example:
People raised in creative
environments tend to prefer artistic or
design-driven products.
THEORIES IN MARKETING
1. Sigmund Freud’s Psychoanalysis Theory
- Hypothesis:
Human behavior is driven by unconscious desires and internal conflicts.
Personality is shaped by three components: Freud’s Model of Personality
KEY PERSONALITY

Example in Consumer
Component Description
Behavior

Primitive, pleasure-seeking, Impulse buying (e.g., luxury

Id (Instincts)
impulsive watches, expensive sneakers)

Practical purchases (e.g.,

Ego (Reality) Rational, balances Id & Superego
choosing quality over trends)

Ethical consumption (e.g.,

Superego Ethical, idealistic, values social
buying eco-friendly brands
(Morality) norms
like Patagonia)
2. Neo-Freudian Theories:
Expanded on Freud’s ideas but emphasized
THEORIST: KAREN HORNEY
social relationships over unconscious desires.
Key Neo-Freudian Theorists & Their Impact on Three personality groups: Compliant (seek approval),
Consumer Behavior Detached (independent), Aggressive (dominant)
Apple targets Detached types (creative individuals),
Luxury brands target Aggressive types (status-
driven consumers).

THEORIST: CARL JUNG

Developed introvert-extravert framework
Extraverts prefer social brands (Coca-Cola, Red Bull),
Introverts prefer personalized experiences (Kindle,
Spotify).

THEORIST: ALFRED ADLER

Focused on overcoming feelings of inferiority
Nike’s "Just Do It" campaign appeals to individuals striving for
self-improvement.
 3. Trait Theory

Hypothesis:
Personality can be described
through different traits.
Individuals exhibit different Key consumer traits:
levels of these traits. Introversion – Extraversion
Risk-taking – Cautious
Application:
Innovative – Conservative
Tech brands target innovative
consumers (Apple, Tesla)
Insurance companies appeal
to cautious consumers
(Prudential, Manulife)
4. Brand Personality Framework (Aaker, 1997)
Hypothesis: Brands can have human-like personalities, helping consumers relate
to them.

SINCERITY COMPETENCE
Key Traits: Honest, friendly, trustworthy Key Traits: Professional, reliable, efficient
Brand Examples: Disney, Dove Brand Examples: Apple, Microsoft

EXCITEMENT
SOPHISTICATION
Key Traits: Energetic, creative, daring Key Traits: Luxurious, refined, classy
Brand Examples: Tesla, Red Bull Brand Examples: Chanel, Rolex

COMPETENCE
Key Traits: Tough, strong, adventurous
Brand Examples: Jeep, Harley-Davidson
5. Jung’s Personality Typology:
- Hypothesis:
People fall into four main personality types based on how they process and respond to information.
Useful for personalized marketing strategies.

Personality Type Key Characteristics Marketing Application

Thinker Analytical, logical, rational Data-driven advertising (B2B, tech products)

Emotional, empathetic,
Feeler Emotional campaigns (P&G, Unilever)
humane

Sensor Practical, detail-oriented Visual-driven marketing (Apple, BMW)

Intuitive Creative, visionary Inspirational advertising (Nike, Tesla)

 How brands leverage personality in marketing:
Tailoring advertising messages to different
personality types
Selecting influencers (KOLs) that align with brand
personality
Customizing products to match target
consumers' personalities

REAL-WORLD MARKETING Real-world examples:

Spotify Wrapped – Personalizes music

APPLICATIONS experience based on user preferences.

Airbnb – Targets adventure-seekers with travel
stories.
LIFESTYLE VS PERSONALITY
Aspect Personality Lifestyle

Dynamic patterns of
Definition Stable psychological traits
behavior

Focus Who a person is How a person lives

Culture, social class,

Influence Genetics + environment
values, activities

Brands target behaviors

Marketing Brands target traits (e.g.,
(e.g., fitness lovers, digital
Implication introverts, risk-takers)
nomads)
2. Factors Influencing Lifestyle
Lifestyle is shaped by multiple factors:

Factor Explanation Example in Consumer Behavior

In Japan, minimalism drives demand for

Culture Values, traditions, and social norms influence lifestyle.
simple, functional designs (e.g., Muji).

Luxury brands (Chanel, Rolex) appeal to

Social Class Income, occupation, and education level affect consumption.
upper-class consumers.

Young professionals buy experiences

Family Life Cycle Life stages (single, married, parents, retirees) influence spending. (travel, gadgets), while parents buy family-
focused products.

Personality & Deep-rooted beliefs and personal characteristics drive lifestyle Eco-conscious consumers prefer
Values choices. sustainable brands (Tesla, Patagonia).

Digital nomads use co-working spaces

Technology Digitalization impacts how people work, shop, and interact. (WeWork) and freelance platforms
(Upwork).
3. Psychographics – Measuring Lifestyle
Psychographics = Lifestyle Segmentation: Psychographics studies consumers
based on their activities, interests, and opinions (AIOs) rather than just
demographics.

Category Description Marketing Application

Nike targets fitness

What people do in their free time
Activities (A) enthusiasts with
(sports, travel, social events).
activewear and apps.

Hobbies, passions, entertainment Spotify personalizes music

Interests (I)
preferences based on user interests.

Patagonia appeals to
Political, environmental, and social eco-conscious
Opinions (O)
attitudes. consumers with
sustainability messaging.
 VALS Model – A Strategic Lifestyle
Segmentation Tool

VALS (Values and Lifestyles) Model

classifies consumers into eight groups
based on two dimensions:
Primary Motivation (Ideals,
Achievement, or Self-Expression)
Resources (Income, Education,
Self-confidence)
VALS Segmentation Framework

Group Motivation Key Traits Brand Example

High resources, open

Innovators Confident, trendsetters Apple, Tesla
to change

Educated, rational
Thinkers Ideals The Economist, Volvo
consumers

Traditional,
Believers Ideals Walmart, Ford
conservative

Career-focused,
Achievers Achievement Rolex, BMW
status-driven
VALS Segmentation Framework

Group Motivation Key Traits Brand Example

Seek status but have

Strivers Achievement Levi’s, Nike
fewer resources

Young, impulsive,
Experiencers Self-Expression Red Bull, GoPro
experience-driven

Makers Self-Expression Practical, DIY-focused Home Depot, Jeep

Price-conscious,
Survivors Low resources Dollar Tree, Payless
brand-loyal
4. Values

How Do Values Link to Behavior

4. Values self-respect
security
The List of Values (LOV) scale
a sense of belonging
enjoyment
excitement
9 core values a sense of accomplishment

self-fulfillment
warm relationships
being well-respected.
How Do Values Link to Behavior
4. Values

The List of Values (LOV) scale

Each of these values influences how consumers make

purchasing decisions and choose products.
Understanding the priority order of these values helps
marketers identify the right target audience and develop
communication and advertising strategies that align with
consumers' deep-seated needs and desires.

How Do Values Link to Behavior

4. Values

The means–end chain model:

This model illustrates the process of

linking specific product attributes to
personal values.
The process follows the <means–
consequence–end= chain, where a
product’s attributes (means) lead to
specific consequences or benefits,
which in turn connect to personal values
and goals.

How Do Values Link to Behavior

4. Values

The means–end chain model:

For example, choosing a fuel-

efficient car is not just about
saving money on fuel
(consequence) but also about
achieving financial security (end
goal), which reflects personal
values such as safety and self-
respect.

How Do Values Link to Behavior

5.Lifestyle-Based
Marketing Strategies Brand Target Lifestyle Marketing Strategy

Active, high- <Just Do It=

Nike performance campaign, athlete
lifestyle endorsements

Sustainable
Brands use lifestyle-based marketing to: Eco-conscious, materials,
Patagonia
Align with consumer aspirations outdoor enthusiasts environmental
activism
Build emotional connections
Create community-driven engagement
Creative Sleek design,
Apple professionals, tech- innovation, exclusive
savvy users ecosystem

Extreme sports
Adventurous, high-
Red Bull sponsorship, music
energy consumers
festivals
6. DIGITAL LIFESTYLES & SOCIAL MEDIA IMPACT

Digital Lifestyle Description Example

Remote workers who travel

Digital Nomads Airbnb, WeWork
frequently

Competitive gamers, streaming

E-Gamers Twitch, Razer
culture

Consumers who discover and Instagram Shopping, TikTok

Social Shoppers
buy via social media Shop

Focus on health, mindfulness,

Wellness Enthusiasts Fitbit, Lululemon
and fitness
 5/ Marketing application based on self
concept, personalities and values
a) Building brand personality:
Brand personality refers to human traits associated
with a brand, making it relatable and emotionally
engaging. Jennifer Aaker’s framework identifies five
key dimensions:
Sincerity
Excitement
Competence
Sophistication
Ruggedness
b) Psychographic segmentation
Psychographic segmentation divides
consumers based on lifestyle, interests, and
values, providing deeper insights for targeted
marketing. Two common approaches are:

AIO Model (Activities, Interests, Opinions): VALS2™ System:

This method involves analyzing how
This popular psychographic model
consumers spend their time (activities),
what they find important (interests), and segments consumers into eight
their viewpoints on various topics categories based on primary
(opinions). motivation and resources
 FEBRUARY - 2025

CAS E
STU DY
T O R R I D

Presented by Pickleboo
Case study
The fashion industry is gradually shifting towards
inclusivity in response to the growing plus-size market.
While traditional beauty standards have long promoted
unrealistic ideals, brands like Torrid are challenging
these norms by empowering plus-size women through
better representation and diverse clothing options.
The plus-size market, which accounts for nearly 19% of
U.S. women’s apparel sales, remains underserved, but
companies are beginning to recognize its potential.
Major retailers such as H&M, Target, and Nordstrom are
expanding their offerings, reflecting a broader societal
shift toward body positivity.
However, true inclusivity will only be achieved when
plus-size fashion is no longer seen as a separate
category.
Question 1
Explain the success that Torrid has experienced in
relation to self-concept, self-esteem, and self-
consciousness. How can the plus-size industry leverage
what we know about consumer behavior to address self-
esteem issues? Be sure to address the unique challenges
facing plus-size brands in today’s marketplace.
 Self-Concept
ANSWER
Consumers choose products based on how they
align with their identity. Torrid empowers plus-
size women to "love their bodies," reflecting a
shift from insecurity to self-empowerment.

Self-Esteem
Campaigns like #TheseCurves create a space
where women feel seen, boosting self-esteem
and fostering a positive self-image.

Self-Consciousness:
Torrid combats size exclusion by offering stylish,
well-fitting designs that boost confidence in
plus-size women.
Address Self-Esteem Issues?

Build a brand identity around Use authentic imagery

self-acceptance:
Brands should continue featuring
Promote confidence and individuality diverse models that truly reflect their
rather than just focusing on size. customer base.

Create a comfortable shopping Leverage community

experience engagement
Offer standardized sizing, personalized Encourage customers to share their
recommendations, and welcoming experiences and connect with the
fitting spaces. brand through social media.
Challenges

Lack of Some brands Social stigma

standardized still exclude persists
sizing makes plus-size despite
shopping fashion from progress in
difficult. their core body positivity.
collections.
Question 2
Discuss the real-world changes that appear
to be occurring with respect to media images
of women. What are the reasons for this? Find
two recent articles or examples (foreign or
Vietnamese) that illustrate these changes.
 ANSWER
Dove’s <Real
Beauty= Campaign
Media representation of women is
evolving due to various factors,
including:
Consumer pressure: Customer demand
diversity, forcing brands to adapt.
The rise of body positivity movements:
Hashtag like #BodyPositivity and
#EffYourBeautyStandards on social
media are driving change.
Business incentives: Brands recognize
that ignoring plus-size consumers is a
missed revenue opportunity.
ELLE Vietnam’s <Tôn vinh
vẻ đẹp thật= Campaign
Question 3 How do you reconcile the greater
degree of acceptance of plus-size
women with the parallel emphasis
our society continues to place on
thinness (as evidenced by the
billions we spend on diet products,
exercise, and so on)? Given the
health problems associated with
obesity (heart disease, diabetes, and
so on), should the industry continue
to encourage this acceptance in
Vietnam? What role is social media
playing?
 ANSWER
Reconciling acceptance of Plus-
size women and emphasis on Acceptance of Plus-size women
thinness
Accepting plus-size women boosts self-confidence, reduces
Balancing plus-size acceptance with societal emphasis on societal pressure, and promotes mental well-being. The
thinness is challenging. While body positivity supports body positivity movement emphasizes self-love, health, and
mental well-being, the demand for diet products and fitness happiness over size.
reflects enduring beauty standards.
 ANSWER
Emphasis on Thinness In Vietnam
Society's beauty standards often idealize thinness, Encouraging plus-size acceptance in Vietnam boosts
pressuring individuals, especially women. This drives confidence but should include health education. The
demand for diet products and fitness to achieve a desired industry and social media must promote positive body
physique. image and healthy lifestyles.
What role is social media playing?
Social media, through While social media can
campaigns like Torrid's promote acceptance, it
#TheseCurves, empowers can also lead to unhealthy
women to share their comparisons. Using it
bodies proudly, fostering a responsibly and positively
positive and accepting is key.
community.
Question 4
Visit one or a few
Vietnamese brands similar
to Torrid, and discuss how
the brand positions itself to
support its customers’
positive self-image. What is
the brand’s strategy to
support a customer’s body
image?
Canifa Canifa, a well-known Vietnamese fashion brand since 1996,
promotes a modern and dynamic style. While not specializing
in plus-size fashion like Torrid, it shares strategies that support
a positive self-image across diverse customer segments.
Strategies
Canifa does not focus on the plus-size market like
Torrid, but it still employs strategies to support
positive self-image for its customers

Customer Positive
Diverse Products Interaction Modern Design Communication
Canifa offers Canifa engages Canifa's design style Canifa's campaigns
diverse fashion customers on social is modern and trendy, feature diverse
options, from media, fostering helping customers models to promote
casual to formal feedback and a feel confident and confidence and self-
wear, catering to positive fashion stylish when wearing acceptance.
various styles community. their clothes.
and needs.
Case Study
L'ORÉAL GROUP

L'Oréal's mission is to provide women and men around the

world with safe, high-quality, effective and innovative
cosmetics. Discover the story of the L'Oréal Group!
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 Context
PICKLEBOO
Brand image misalignment
The brand often portrays an
elegant Western woman but lacks
First challenge distinct traits that resonate with
Vietnamese women. Third challenge

Low brand salience lLmited brand-building efforts

Second challenge
Most Vietnamese L’Oréal Paris has focused more on product
consumers associate distribution than brand development. Its
L’Oréal Paris primarily with Women of Worth 3 Because You're Worth It
makeup, overlooking its platform remains underutilized in connecting
other growing categories with Vietnamese women
like skincare and haircare.

To address these issues and build a stronger local connection, L’Oréal Paris
launched the Leading Lady campaign, aligning the brand with the aspirations
of Vietnamese women. 05
Objectives
Business Objective: Drive sales and
growth across L’Oréal Paris's skincare,
haircare, and makeup categories.

Marketing Objective: Enhance brand

salience and build a stronger connection
with Vietnamese women.

Communication Objective: Boost brand

awareness and brand love for L’Oréal
Paris Vietnam among Vietnamese women.

KPIs:
Spontaneous Awareness: +2 points
'Women Empower' Attribute: +2 points

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 PICKLEBOO

Insight
The campaign targets two groups
of women: ages 25335 (60%) and
36345 (40%)4modern, career-
driven individuals who often achieve
success on par with men.

HOWEVER 07
 Strategy
1st Value Proportions
As a beauty brand for women, L’Oréal Paris aimed to reshape
its target audience's perception of women's roles.
Creative
2nd Value Proportions
To achieve this, the brand localized its global Women of Worth 3
Because You’re Worth It platform, which has empowered women
worldwide for over 50 years, adapting it to better resonate with
Vietnamese culture and values.

3rd Value Proportions

Central to this approach was introducing the concept of "Chính
Nữ"4meaning <Not a supporting character in anyone’s story.
You are the main character in your own story.= This powerful
Idea
message became the core of all campaign activities.

<Vietnamese Women Deserve More=

Vietnamese women deserve the freedom to choose
their lifestyle, express personal views, and pursue
their passions. Most importantly, they are not
supporting characters in someone else’s story but
the main character in their own.
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 2016
Triggering (Building Announcing Amplifying
Curiosity)
L’Oréal Paris sparked The brand amplified the L’Oréal Paris concluded the
conversations around the <Chính message through a TVC and campaign with a press
Nữ= concept, promoting it influencer partnerships, further conference launching a CSR
across OOH, paid media establishing the Chính Nữ initiative aimed at empowering
(Kenh14, Afamily, Điện Ảnh, Phụ narrative. Vietnamese women in both life
Nữ), and social platforms. This and work.
generated curiosity among the
target audience.
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Preparation
Preparation
Preparation
Art Direction
Step into the Light

The brand adopted the theme <Step into the Light=,

symbolizing women emerging from the shadows to become
the main character of their own stories. The campaign’s
primary colors, red and black, represented light and
darkness, while aligning with L’Oréal Paris's signature
palette.

Key Visual
Chính Nữ message,

The campaign’s visuals followed this artistic direction. To

reinforce the Chính Nữ message, L’Oréal Paris created a
unique logo: the word "Chính" prominently overlaid on "Phụ",
using a distinct font to emphasize women’s central role and
leave a lasting impression.

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Campaign
Ambassadors
01 Giang Ơi: 1.4M subscribers

02 Phạm Quỳnh Anh: 300K subscribers

03 Lynk Lee: 982K subscribers

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TVC
The Chính Nữ TVC was the
campaign’s centerpiece—a 34-
second video inspired by the
real stories of its three Giang Ơi Lynk Lee Phạm Quỳnh Anh
ambassadors <What do women know?= she embraced her true Returning to the
self stage

Overcoming societal judgments,

they courageously stepped into
the light, choosing to live life on
their own terms.
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 Influencer Collaboration:
Key influencers shared unique perspectives:
VJ Thuỳ Minh: "Write your own life script."
Nguyễn Phong Việt: Tribute to his Chính Nữ—his mother.
Quang Đại: Male perspective on inspiring Chính Nữ.
Community pages like Welax, Cuộc sống Agency, and
Phở further boosted the campaign’s reach.

Social Media
Fanpage Content:

Guess the Next Chính Nữ

Users guessed the next two ambassadors
after Phạm Quỳnh Anh. 5 winners
received HA Serum.

Chính Nữ AR Selfie Challenge

Participants used the Chính Nữ AR filter
on Facebook, generating 2,000+ posts.
Each post contributed 10,000 VND to the
Chính Nữ Fund, supporting Vietnamese 13
women.
 "Chính Nữ - Stand Up"
CSR
Supporting 10 million Vietnamese
women to confidently stand up
against harassment and abuse.
2021 - 2023 From 2025 onwards

"Chính Nữ - Own Your Life" Sustainability

2023 - 2025
Helping Vietnamese women Implementing initiatives focused on
secure 2 million jobs, sustainability.
empowering them to take
control of their lives.

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L’Oréal Paris x Gojek Vietnam to host a
press conference introducing the "Chính Nữ
– Be the Leading Woman in Your Own
Story" program.

15
16
 778,000 interactions on digital platforms.
216,000 buzz mentions (shares, comments) in March 2021.
45% campaign mentions (linked with the hashtags #lorealparis and
#chinhnu), surpassing the industry norm of 35%.
Sentiment score: 1, indicating highly positive feedback.
Return On Ad Spend (ROAS) on Shopee and Lazada was 1:5,
exceeding the industry average of 1:2.
During the 3/3 and 4/4 sales events on Lazada and Shopee, L'Oréal
Paris ranked No.1 in the hair and beauty category for ROAS.

· Best Brand x Creator

Collaboration at Facebook
Video Summit APAC 2021
Award

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Media Performance
"Chính Nữ" was recognized as one of the most
outstanding social media campaigns in March 2021,
according to Buzzmetrics.
The campaign’s brand awareness doubled
compared to other L'Oréal Paris APAC campaigns.
"Chính Nữ" TVC:
a. 1.5 million views and 2,000 organic shares on
YouTube within one day of release.
b. By June 2021, the TVC had reached 7.6 million
views on YouTube and 15 million views on
Facebook.

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 FEBRUARY - 2025

Thank You
So Much! PICKLEBOO

Presented by PICKLEBOO