HADA LABO PRO-AGING 2024

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DIGITAL PRODUCTION
MEDIA & SOCIAL COMMERCE
CONTENT PRODUCTION
INTEGRATED COMMUNICATION

2024

BACKGROUND:

Hada Labo officially renovated its Pro Aging line in 2024 — a range that had seen low visibility and no dedicated campaign for years. As brand presence faded, competitors seized the moment: launching upgraded anti-aging products backed by high-reach campaigns, sparking curiosity and trial. Hada Labo needed to reclaim attention, rebuild relevance, and re-engage the modern skincare user.

OBJECTIVE:

Relaunch Hada Labo’s Pro Aging line with full-force visibility, aiming to regain market share and re-engage mature consumers. The campaign will tap into emotional storytelling while seamlessly integrating product education to rebuild relevance and trust.

COMMUNICATION SOLUTION:

The Concept: NEVER TOO EARLY, NEVER TOO LATE

Execution plan:

- Mini show “THE AGE SHOW": Inspired by Netflix’s “The 8 Show” and the nostalgic Vietnamese board game Cờ Cá Ngựa, Hada Labo introduces a unique mini-show format called The Age Show. In this series, four KOLs/KOCs from different fields — a beauty blogger, lifestyle influencer, mom figure, and artist — come together to play the board game. With each move on the board, they open up about personal stories, skincare routines, and how they embrace their unique glow across life stages: U30, U40, and U50.

- Social Activity “Tỏa Khí Chất": Invite women to co-create a giant “To-Do List” — a curated collection of things every woman can do to glow with confidence and charm at any age.

- Content series “Tạp chí Tỏa Khí Chất": Deliver science-backed insights on skin aging, while highlighting the focus and functional benefits of the Hada Labo Pro-Aging line.

- Social outreach to gain volume of word of mouth.

SERVICE:

Communication Planning | Content Production | Media Planning & Optimization | Social media management | Social outreach (KOL / KOCs/ Community booking)