MEDIHEAL – BRAND RELAUNCH
MEDIHEAL - BRAND RELAUNCH
Creator collaboration: Truong Nha Dinh
Date: March, 2024
Mediheal launched in Vietnam in 2017 and initially faced challenges with brand perception, particularly being viewed as a “student brand” due to the low-price strategy applied to its Sheet Mask and Lip products.
Blue Ocean Vietnam has developed a comprehensive business and communication plan to successfully reposition the Mediheal brand. The key initiative was to shift the brand’s positioning from a low-price strategy to promoting Mediheal as the “No.1 Tailored Science Beauty Expert,” offering personalized skincare solutions that address consumers’ specific needs. As part of this repositioning, the Mediheal Toner Pad line was chosen as a focal point for the transformation.
DEPLOYMENT
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INFLUENCER STRATEGY
As the Backbone of our approach, the influencer strategy played a critical role in building the brand’s image, focusing on trust and innovation rather than price. Long-term collaborations were established with key beauty creators, notably Truong Nha Dinh, who were instrumental in the successful launch of the Mediheal Toner Pad. Additionally, Mediheal collaborated with various other beauty creators, including mega, micro, and long-tail influencers, such as Lucie Tuan Duong, An Phuong, With Bimm (Trần Lâm), Trinh Meow, Chanh Beauty, and others.
PRODUCT STRATEGY
Key hero SKUs were identified and positioned within the above-mainstream market segment, with technology as the core unique selling point (USP) to differentiate the brand and enhance its image.
RESULT
Achieved the #1 growth rate in the Toner Pad category across e-commerce channels after 6 months launching
Gain over 150 million views on TikTok during FY2024, with 30 million views attributed to the #Mediheal hashtag.
Accumulated over 50+ million-views videos