Target Audience
Demographics
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Age: 16-25
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Location: lives in GT4 (Ha Noi, Ho Chi Minh, Da Nang, Can Tho)
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SEC: BCD
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Environment: Mobility and multiple realities, Social networks, Digital natives, Pandemic
U
Estimated Market Size
Millenial VS Gen-Z
Context
Mindset & Spirit
Behaviour
Views on shampoo usage
Millennial
Gen-Z
Emergence of Internet
Social and Digital Identity separated
Digital natives
Social and Digital Identity blended
+ ‘Success' means wealth and measurable achievement
+ Focus on their goals, long-term planning
+ ‘Success' means standing out, and has to go with freedom, happiness and self-fulfilment
+ Enjoy the experience, on-the–go fulfilment
+ Self-oriented
+ Globalist
+ Consumption as possession
+ Value-driven
+ Undefined
+ Consumption as access and expression
Purchase personal care items as a way to show their masculinity
View the old 'masculinity' as being basic
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Living in Ho Chi Minh City where the weather is crazily hot, with repeated activities makes him stressed
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Spends most of his days with a digital device
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On his way to adulthood, he is conscious of his appearance (look, smell, feel); he hates to feel embarrassed; and he does not want to be categorized as a basic man
Driver:
The need to feel confident; fight dandruff, itchiness and embarrassment
Barrier:
The products from different brands do not seem distinctive
Influencer:
Do Mixi, Duong FG, Rambo, Benjamin Tran
MEET MINH, A SMART, TECH-SAVVY, AND HUMBLE 18YO SENIOR STUDENT.
Category Truth
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Dandruff kills a man's confidence in a social context
Consumer Truth
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Take charge of their own situation instead of following it
"Dandruff is my personal confidence killer that hinders me from progressing. I have to overcome my own challenges before conquering the battle of life. As a man, with a clear head, I can proactively embrace any challenges to stay ahead of the game."
Brand Truth
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A high-performance solution to empower males to CLEAR their challenges with a CLEAR head