L U M I N I Q U E

OUR
A G E N D A

THE OUR OUR

BRIEF CHALLENGES TARGET AUDIENCE

OUR OUR
STRATEGY CREATIVE RESPONSE CONCLUSION
 THE
B R I E F
How do we get our target audience to be aware of
Lux Luminique and choose it instead of other
premium hair care products?
 BUSINESS
O B J E C T I V E
Increase sales of Lux Luminique

COMMUNICATIONS
O B J E C T I V E
Increase awareness and sales
Differentiate brand identity from competitors
Be the #1 mass-premium shampoo in Singapore
 OUR
A G E N D A

THE OUR OUR

BRIEF CHALLENGES TARGET AUDIENCE

OUR OUR
STRATEGY CREATIVE RESPONSE CONCLUSION
 CHALLENGE 1

“All shampoo brands say the same thing…”

Because the hair care industry is one which lacks real differentiation, the switching rate is high. 

With our current short-term tactical ads, we may only be able to grow volume short-term, but it is not
effective in the long run. We’ll need a strong and consistent brand imagery to 

truly stand out from the competition.

Short-term campaigns can be Effects and profit accumulate over time, 


efficient share growth drivers but short-term campaigns can be efficient sales drivers

Indexed 100 100 100

max.=100
0.7 86 83
For
campaigns 57 57 57
Annualised
 0.4 0.4 of duration
ESOV
 38
Efficiency 1 year
2 years
3+ years

1 year 2 years 3+ years Number of 
 % reporting ESOV

very large very large
 efficiency
business effects gains

Source: Les Binet and Peter Field, ‘The Long and the Short of it: Balancing Short- and Long-Term Marketing Strategies’
 CHALLENGE 2

“Huh? How could you not know about

Lux Luminique? It’s the best!”
Thanks to effective targeting, we are known and highly visible in the nature and premium hair care
industry. But only our fans actually know us. While loyalty is a good-to-have, we should focus on
increasing mass popularity – because most people are light buyers of the brand. To do that, 

we could leverage other elements of our brand which have mass-appeal.

The longer the time frame, the more The broader the reach, the broader the effects
important new customers are to profitability

34% 36% 6.7

For campaign For campaign
targeting 27% targeting 5.4%
21%
Existing customers 13% Existing customers 2.4%
9% 1.7 1.8
New customers New customers
0.6
Whole market Whole market

1-2 years

Campaign 3+ years Business effects Total effects
duration

Source: Byron Sharp, ‘How Brands Grow: What Marketers Don't Know’
 CHALLENGE 3

“Oh yeah it seems like a Japanese brand, 


but I’m not entirely sure what they’re trying to say… ”
Our success in Japan has yet to be translated to the local market because we have yet to
define what being Japanese means here. Beyond anime, which other rich Japanese
territories can we identify our brand and products with? What is our narrative?
 OUR
A G E N D A

THE OUR OUR

BRIEF CHALLENGES TARGET AUDIENCE

OUR OUR
STRATEGY CREATIVE RESPONSE CONCLUSION
https://youtu.be/eqwNe3Ebdgs
 OUR
T A R G E T
A U D I E N C E
20 to 45-year-old Singaporean women 

consist of a varied group of people.

They have vastly different motivations

and perspectives towards hair care, 

so aligning with one functional benefit
would mean losing out on the opportunity
to reach out and alienating others.
Hence, we should address general characteristics
and interests of Singaporean women instead, 

as it allows us to reach a wider audience.

Highly stressed
52% of Singapore workers surveyed
said their stress level has gone up over
the last six months.

In need of well-being
According to insurance firm
Cigna's latest health and 

well-being survey, Singapore
ranked 10th out of 13 countries.

No time for themselves

Whether a homemaker or an office worker,

Singaporean women are one of the busiest in
the world. Tied down by hectic work
schedules and responsibilities, they have
limited time for themselves daily.

http://stats.mom.gov.sg/Pages/Hours-Worked-Summary-Table.aspx
https://www.businesstimes.com.sg/government-economy/spore-workplace-stress-on-the-rise-survey
https://www.straitstimes.com/singapore/health/singaporeans-rank-low-in-sense-of-well-being-and-health
 OUR
A G E N D A

THE OUR OUR

BRIEF CHALLENGES TARGET AUDIENCE

OUR OUR
STRATEGY CREATIVE RESPONSE CONCLUSION
No doubt,
Singaporeans 

are stressed.
A common way to destress
amongst Singaporeans is
to plan for short getaways
in the region.
And their most common
destination for travel?
Japan.https://www.theonlinecitizen.com/
2018/03/21/tokyo-overtakes-bangkok-as-top-
destination-for-singaporean-travellers/
 But why Japan?
It has been said that you have
either never been to Japan,
or been to Japan multiple times.
It
ha
sa
m
az
in
gs
ce
ne
rie
s. It
ha
sa
m
az
in
gf
oo
d.

It
ha
sa
m
az
in
gw
ea
th
er
. It
ha
sa
m
az
in
gp
eo
pl
e.

It
ha
sa
m
az
in
gc
ul
tu
re
.
 It is a total
sensorial experience. 

Perfect for relaxation.
Japan provides a feast for the senses. 

From beautiful sakura sights to the 

smell of warm dashi after a hearty meal, 

Japan has a way of helping one feel whole.
It is an But we know
experience to these trips do
be captured not happen as
and relived. often as they
should.
 As Japan’s no.1 

hair care brand, 

is there something 

we could do about this?
 OUR
S T R A T E G Y
By likening our shower experience to a relaxing
getaway to Japan, we provide an accessible means
to their much-needed break.
 OUR
I N S I G H T
“I can’t wait to go home to 

a good, relaxing shower.”

Shower time is a time when one can

relax, unwind and truly be at ease.
That’s why people sing and dance in the
shower – because there simply isn’t
anyone watching.
Treat yourself to Japan’s nature

Lux Luminique's multi-sensorial experience By likening the shower experience with Lux Luminique to a
allows users to indulge in its exquisite fragrances relaxing visit to different parts of scenic Japan, 

and rich luxurious non-silicone lather. we provide an accessible means to their much-needed break.

A treat after a long day of work. A nod to the brand’s origins and popularity in Japan.
 WHY IT
W O R K S

Our target audience is in need of

relaxation and well-being.

Singaporeans’ choice
Our product is all-natural, 

destination for travel.
offers a multi-sensorial experience, 

and has Japanese heritage.
L U M I N I Q U E
Creative Ideas
 OUR
T H I N K I N G
Lux Luminique harnesses nature’s finest ingredients and the iconic
beauty of Japanese landscapes to deliver a multisensorial 

hair-washing experience, that in turn nourishes hair and 

brings out the natural beauty of hair for all women.
 OUR
I D E A

Nature’s
Crowning
Glory
Feel like royalty, with a
multisensorial hair-wash
experience that fills your senses
with the best of Japan’s nature, and
brings out the natural beauty of
your hair.
L U M I N I Q U E
Launch
LAUNCH - DIGITAL

RED HONG YI

Hong Yi, 

also known as ‘Red’, 

is an artist who focuses
on the reinterpretation
of everyday materials to
new and memorable
effect.

Award-winning
international visual
artist and activist

Red is a graduate of the University of Melbourne with a Masters in Architecture. While working in Shanghai
for Australian architecture firm HASSELL, Red built installations during weekends from the range of
affordable materials available at local wholesale markets. Her artworks featuring portraits of renowned
Chinese personalities were circulated widely on social media and media publications, including Wall Street
Journal, TIME, New York Times, CNBC and Fast Company. 



Red is currently working on her first solo exhibition (likely to be in March
2019 in Hong Kong) while managing her design studio, Red One Studio.
LAUNCH - DIGITAL

FACEBOOK LIVE ACTIVATION (AWARENESS)

To elevate the brand from

aspirational to inspirational, 

we will collaborate with popular
mixed-media artist Red Hong
A Yi, and launch Lux Luminique
with three pieces of artwork
mixed-media centred on the theme of
artist with over “Nature’s Crowning Glory” as
170,000 followers on an artistic performance on
Facebook Live.
Instagram, famous for
creating art through the
use of everyday objects
– from chopsticks
and coffee to fruit
and foods.
LAUNCH - DIGITAL

FACEBOOK LIVE ACTIVATION (AWARENESS)

Using her hair as a brush or

artistic medium, Red Hong Yi
will create three pieces of work
to bring out the full 

glory of hair, nourished by 

Lux Luminique, as well as the
multi-sensorial experience that
one derives from using the
product. This is done by
juxtaposing lush landscapes
with a model’s hair, and
creating a scene that mirrors 

a real place in Japan.

Live
Performance:
The creation process
will be aired live on A crew on set will capture
Facebook Live (e.g.
painting the waterscape
around a real hair
model, using her hair
as a brush).
3 Key
Visuals:
The final pieces of
60s Video: (2) A time-lapse (3) Product shots and benefits. work will serve as
(1) Red Hong Yi and
the hair models using of each artwork as This 60s video will serve as a visuals for our main
the work behind the it is created; product video to be used across campaign. The paintings
scenes, where we will the products to prep
their hair; different mediums and platforms. will also be put on
show: auction to raise funds
for a female-focused
charity.
LAUNCH - DIGITAL

FACEBOOK LIVE ACTIVATION (AWARENESS)

Lux Luminique x Red Hong Yi: Behind-The-Scenes Video (60s)

The model rests her head on the sofa with hair down on the blank canvas. Then we show a quick time-lapse of Red Hong Yi painting the artwork.
LAUNCH - DIGITAL
FACEBOOK LIVE ACTIVATION (AWARENESS)
Lux Luminique x Red Hong Yi: Behind-The-Scenes Video (60s)
We then show the final painting in all its glory,
zooming in to capture the details of the artwork as well.
Bookending the video is footage of Red Hong Yi and models preparing and
washing their hair to show the Lux Luminique product in action, and that the
beautiful artwork is brought to you by Lux Luminique. We then end with a lock-up
shot of all the products followed by the key message: crown yourself with nature’s
best.
LAUNCH – KEY VISUAL

VOLUME SHINE
Visual Concept:
The beautiful altitude of
Japan’s crowning glory –
Mount Fuji – mirrors the
voluminous and glowing
profile Lux Luminique’s
Volume Shine series lavishes
on women’s hair.

H: Discover a crown of full, luscious hair.

BC: Step into a multisensorial world with

Japan’s no. 1 silicone-free hair care
brand. Our Volume Shine series draws
from the fresh aromas of African
macadamia nut and almond oil to bring
out new heights in your hair.

Get Lux Luminique at Watsons, 


Guardian and major supermarkets today.
LAUNCH – KEY VISUAL

RELAX & SMOOTH

Visual Concept:
Achi Village’s breathtaking
starscape attests to the
soothing powers of Lux
Luminique’s Relax and
Smooth series that reveal the
natural glow in women’s hair.

H: Bring out the shine 


in your crowning glory.

BC: Step into a multisensorial world with

Japan’s no. 1 silicone-free hair care
brand. Our Relax & Smooth series
contains the anti-bacterial properties of
Eucalyptus extract and woody notes to
bring out the smoothness and shine of
your hair.

Get Lux Luminique at Watsons, Guardian

and major supermarkets today.
LAUNCH – KEY VISUAL

LUX LUMINIQUE RANGE

Visual Concept:
Japan’s Kegon Falls are well-
known for its grand, silky
cascades – the perfect visual
metaphor for the smoothness and
shine that Lux Luminique series
brings out in women’s hair.

H: Crown yourself with nature’s best.

BC: Step into a multisensorial world with

Japan’s no. 1 silicone-free hair care
brand. We blend the best of nature’s
ingredients and aromas to bring out your
hair’s natural beauty.

Get Lux Luminique at Watsons,

Guardian and major supermarkets today.
LAUNCH – OUT OF HOME

ROADSHOWS (PRODUCT TRIAL/SALES)

To transport women on the streets into the
multi-sensorial world of Lux Luminique, 

we will deck up a container trailer that
replicates the lush richness of the great Lux Luminique Trailer
Japanese outdoors with decor, 
 Come in for a free wash-and blow session
props and a surround-sound system. courtesy of Lux Luminique.

This trailer will be stationed at Singapore’s

biggest mall – VivoCity, and women will be
invited in to for a pampering session,
through a luxurious hair wash-and-blow.

All they have to do in return is take a

#hairfie, and share a review of the
experience on their social platform(s),
hashtagged #LuxLuminique
#NaturesCrowningGlory to help us spread
the word to their friends.

The shampoos and conditioners are also

available for sale in situ for them to bring
home the Lux Luminique experience.

We can collaborate with Mediacorp to rent

the sizeable 24 feet container-trailer for 

2 weeks. We can also consider getting
personalities to host the roadshow.

Product Stands
People can uncover Lux Luminique’s
natural scents and purchase the products.
MEDIA KIT – KOLS

MEDIA KITS (AWARENESS)

We will deliver KOLs a deluxe starter pack
for the ultimate Lux Luminique experience 

– in the form of a terrarium to emphasise the
products’ natural goodness.

On top of samples from each hair care series,

our Lux Luminique starter pack also features
QR codes that direct the KOL to Spotify
playlists specially curated for each series that
enhances their shower experience.

With that in mind, the pack includes a

waterproof case for their smartphone 

– so they can shower with peace of mind.

The Lux Luminique experience doesn’t end at

the shower. Our pack includes Japanese teas
made of natural ingredients that can help
them continue to relax throughout the day.

The Instagram-worthy
terrarium starter pack
comes with instructions
on how to create the Lux
Luminique experience.
LAUNCH – DIGITAL

SPOTIFY PLAYLISTS (AWARENESS)

Curated playlists can also be made available
online – so that women can enjoy a tailored,
multisensorial shower with every purchase of
Lux Luminique.

This can be done by sticking QR codes to

existing Lux Luminique products in store.
LAUNCH – POINT OF SALE
STORE STANDEE
(PRODUCT
TRIAL/SALES)
In stores, we transform a
normal standee into a portal
that transports women to
the multisensorial world of
Lux Luminique, where
shoppers can uncover
natural aromas and stories
of Lux Luminique’s organic
ingredients.
On the top tier of our standee, cases
dressed up as the natural ingredients
(e.g. açaí berries) entice people to
uncover what lies within. Motion sensor detects shopper
and releases alluring scent.
Each case contains a bottle of Lux
Luminique with a story on its
ingredients – visually emphasising the
direct, organic nature of the shampoo.
Standee takes the shape of a 

Lux Luminique bottle to attract shoppers.
Products displayed
according to hair type.
LAUNCH – POINT OF SALE

SHELF TALKERS
(PRODUCT TRIAL/
SALES)

For regular shelves at Watsons Countertop Bar

and other major supermarkets, 

we can entice women to discover
the world of Lux Luminique, via
mini product samples on
countertop bars or mobile
hangers, for women to sniff and
experience the product first-hand.

Mobile Hanger
L U M I N I Q U E
Sustenance: Activation
SUSTENANCE – OUT OF HOME

SHOWER TAKEOVER (PRODUCT TRIAL)

To surprise women and push product trial, we will collaborate
with gyms (like Fitness First) and yoga studios, converting
shower stalls into lush getaways – where they can enjoy the
royal treatment of showering in a multi-sensorial environment
that delights their senses.
• Doors are embellished with stickers to showcase each
product benefit and unique experience women can step into.
• Wall stickers help recreate an outdoor, spa experience.

• Stalls are also fitted with a sound system, to recreate the

sounds of nature: birds chirping, water running, trees
rustling to help women relax and enjoy the experience.
• QR codes are displayed for users to access Lux Luminique’s
specially curated Spotify playlists to accompany their
shower experience.
• Shampoo and conditioner dispensers are designed to look
like the core natural ingredient that go into our products 

(i.e. a 3D Damascus Rose) to subliminally remind women of
the ingredients that make up our products.
SUSTENANCE – OUT OF HOME

SHOWER TAKEOVER (PRODUCT TRIAL)

Shower capsule for Damage Repair series.

Dispenser Decal

To show Lux
Luminique's natural QR Code
essence by having it look Directs user to
like it is directly Spotify playlist
dispensed from natural specially curated 

ingredient. for product.

Wall Stickers
Recreates an outdoor
shower experience.
Sound System
Creates ambience
with sounds of nature
(e.g. birdsong).

Door Decals
Showcase each
product’s benefits and
unique experience.
SUSTENANCE – OUT OF HOME

STREET ACTIVATION (SALES)

International Women’s Day
Activation (March 2019)
We end our campaign with a feel-good,
simple activation to remind women that we
empower them to feel naturally beautiful
as they are. We give out simple hair • A little tag (with or without a product
sample) which communicates our key
wreaths made out of natural ingredients message: that Lux Luminique is here to
that come from our products during help women feel naturally beautiful
International Women’s Day (8 March). wherever and whoever they are 

– every day with our products.

• A special discount the public can • Instagrammable giveaway

earn simply sharing their Lux that will generate organic
Luminique #hairfie on social mileage for the brand on
media (e.g. $5 off the product). social media.
L U M I N I Q U E
Sustenance: Social Content
SUSTENANCE – SOCIAL CONTENT

LUX LUMINIQUE HAIRFIE FILTERS

Social Content: Facebook

To help people preview the multisensorial world of

Lux Luminique, we will create Lux Luminique
Hairfie filters on Facebook.

Users can simply log onto their Facebook app, try on

the Lux Luminique Hairfie filters with a virtual
backdrop of the Japanese landmarks featured in the
KVs, and give themselves a Luminique-improved
virtual hairstyle.

Like the hairstyle? Then the next step naturally is to

try out Lux Luminique for themselves. And we got
that covered too: they can get a discount by showing
their hairfie during purchase.
SUSTENANCE – SOCIAL CONTENT

DAILY ESCAPE GIFS

Social Content: Facebook & Instagram

To sustain the conversation on social, we will also

feature influencers posing in Japanese natural
sceneries from our KVs in a series of cinemagraph
GIFs, where the only moving elements are her
flowing hair and the natural elements.


The movement in the vast stillness gives the viewer a

beautiful sense of the life that Lux Luminique gives
to every woman’s hair.

Similarly, the product shot can also be done in the

same style, with the product taking centre stage in a
gently moving lush Japanese landscape.
CONTENT PARTNERS

OUR SOCIAL MEDIA NETWORK

Tribal has a wide and diverse network of influencers
and content publishers that we have cultivated over
years. Our close relationships have given us an edge
to create authentic stories that generate
conversations.

Just some of the people we partner with:

Tracy Phillips Mr Brown Mr Miyagi

 OUR
A G E N D A

THE OUR OUR

BRIEF CHALLENGES TARGET AUDIENCE

OUR OUR CONCLUSION

STRATEGY CREATIVE RESPONSE
 OVERVIEW OF
C A M P A I G N
BRAND REFRESH:
Nature’s crowning glory

LAUNCH: 
 SUSTENANCE:

Drive awareness, consideration 
 Create brand engagement
and conversion and drive advocacy

ACTIVATION SOCIAL

Lux Luminique 
 Media Kit

x Red Hong Yi
Street
Shower Takeover GIFs
Takeover
Hairfie Filters

POS Roadshows
 CAMPAIGN
R O L L O U T

JAN FEB MAR REST OF THE YEAR

Launch LUX LUMINIQUE 


Event X RED HONG YI

Launch
Video 60S VIDEO + 30S (CUT-DOWN)

Festive STREET
Ideas ACTIVATION

POS Ideas
STORE STANDEE

Social Content
Ideas
MEDIA KIT (KOLS) HAIRFIE FILTERS DAILY ESCAPE GIFS

On-Ground SHOWER
Ideas ROADSHOW TAKEOVER
 USER JOURNEY -
H A B I T U A L B U Y E R S



nt
me aria
fo r t v
st uc
ti 

g e st

d
o

be rod
t?
t o a sie

nt an
o

se
mp

ct

he p
me br

du

ha

eli o 

me e e

e t ich

rs
ha

se or

s d po
rc
ro

ve
fs

or th

rti t f

d b wh

pu
ep

ay ham
to

ve ou
y f is

ul e
th

he
ou

wa hat

wo id

alw s
ad ok

et
ate

XX
c
an

Lo
W

De

ak
c
Ir

Lo

M
THOUGHTS AND
FEELINGS

LEGEND:
The darker shade
represents
the stronger pain point for
that target group.

EMOTIONAL
EXPERIENCE

PHASES OF
JOURNEY
PRE-STORE
The ability to easily locate
your default choice allows for
e-commerce & subscription
services to come in handy.
IN-STORE POST-STORE
The inability to decide what shampoo would best
work for me (fragrance, properties) due to many
variants of the product available. 



We should recommend products based on different
experiences that the target audience would like.
 USER JOURNEY -
C A T E G O R I C A L P U R S U A N T S

s od



wa go
nt
he
s i l/
oo ura

me aria

it a s
nt
mp at

aid ot
for t v
e
o

ha r n

s s as n
in
o

st uc

se
mp

ct
nl
et? s he

e
be rod
du

ha

in
iew w
so
ha

rk ium ot

tf
ev oo
rc
ro

he p
iew
fs

ma em are

ou
pu
ep

er p
e t ich
to

th ham
ev

s
pr hat

th

he
d b wh

rn
ou

kr

et

as x s
ate

tu
W
an

ul e
ec

ak
wo cid

xx
*x
c
Ch
Ir

Lo

M
De
THOUGHTS AND
FEELINGS

LEGEND:
The darker shade
represents
the stronger pain point for
that target group.

EMOTIONAL
EXPERIENCE

PHASES OF
JOURNEY
PRE-STORE
The desire to find out what is
available in the market according
to the type of shampoo they prefer
will help provide greater clarity to
our consumers both pre-store and
in-store.
IN-STORE POST-STORE
The inability to decide what shampoo would The inability to know which exact
best work for me (fragrance, properties) due shampoo you are buying into.
to many variants of the product available. 


 Samples should be given out
We should recommend products based on during purchase, so users can
different experiences that the target find the best fit for them.
audience would like.
 OVERVIEW OF
K P I S

BUSINESS ATTITUDINAL ENGAGEMENT

Brand imagery statements:

Increase in Sales Increase in top 2 box (%) of 
 Increase in Campaign

“Lux Luminique is a Japanese Awareness
brand” from pre- to post- campaign

Increase in top 2 box (%) of “Lux

Luminique is a natural and premium
shampoo” from pre- to post- campaign

Increase in Social Media

Increase in Market Penetration engagement metrics:
no. of likes, shares, comments
Increase in top 2 box (%) of “Lux
Luminique provides you a multisensorial
experience” from pre- to post- campaign
 ORCHESTRATING
S H I F T S

Current sentiments Desired sentiments

relatable
foreign

distinctive
undifferentiated

shampoo shower experience

daily routine pampering session