RE-IGNITING MARKET ENTRY WITH
HERO PRODUCT NEW-LAUNCH
SERVICES
Communication Strategy
Creative & Communication Planning
Social Outreach & Community Engagement
Graphic & Motion Design
Music Production & Sound Design
CLIENT & PARTNER
CHIEL VIETNAM
DATE
AUG 2025 - OCT 2025
Background
In Vietnam, L.ASY was still a silent player, with fragmented social activity and little market presence. The brand faced a double challenge: Entering a saturated skincare market and introducing Cleansing Balm - a format that lacked consumer habit and organic advocacy. The real task was turning ‘Zero Awareness’ into ‘Trial’.
The Mission
The mission was to engineer a new skincare ritual - transforming Social Outreach from a mere ‘Amplification Channel’ into a ‘Demand Generation Engine’. Our goal is leveraging the Hero Product (Galacto Cleansing Balm-to-Foam) while building a foundation of credibility from scratch-turning a 'no-review' brand into a social-first sensation.
To bring “Portable Spa” concept to life, we moved the spa ritual to TikTok, leveraging the platform’s sound-first behavior as the fastest emotional entry point.
We created a Spa-inspired ASMR jingle as the core asset, transforming product messaging into a sensory digital experience that made the feed feel like a spa.
Using the sound to create a facial dancing challenge
Why ASMR?
As skincare ASMR was taking over beauty content, audiences were increasingly drawn to slow, sensory rituals that recreate the calm of a spa.
How the jingle works
We turned the cleansing ritual itself into music. The melt, the glide, the gentle cleanse.
Each step was translated into ASMR sound using real product textures, naturally weaving L.ASY’s functions into the experience while turning the digital feed into a soothing spa moment.
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