red brand builders has partnered with LG Cosmetics Vietnam to re-launch the Double Rich Shampoo, Body Shower and Hair Care product range.
The red team were tasked to develop an advertising communications concept to make the brand more relevant and appealing to a local, more mature target audience and their specific needs and desires.
The concept and brand expression was inspired heavily by the strong Korean heritage of the brand and the beauty ideals behind Korean Actresses, Singers and Stars that are so familiar with the local Vietnamese target audience.
The Double Rich brand expression of “Korean Beauty” was translated into stunning, beauty photography that used a famous singer from Korea to build a bridge to the local audience, and conveying Korean Beauty with the help of Double Rich.
Lennart Schaberg, Creative Director, red brand builders, commented, “The red team worked closely with the client and international partners in Korea and Thailand to develop a set of beautifully crafted key visuals. The new brand communications give the brand a more contemporary, appealing face, that fully leverages the Korean Beauty ‘reason to believe’ that is unequalled in the local market place.”
Here’s some examples of the campaign creative work…
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