ELASTEN Germany: Beauty From Within

ELASTEN Germany, the leading pharmaceutical collagen brand in Germany, faced a challenge when entering the Vietnamese market due to the traditional nature of the pharmacy industry. In Vietnam, collagen products are viewed as beauty products rather than pharmaceuticals, and there is limited consumer knowledge and low usage of oral collagen products. Additionally, the market is saturated with various collagen products, causing confusion among customers.

To address these challenges, We have established a three-pronged approach. Firstly, we aim to position ELASTEN as a beauty cosmetic product in Vietnam by building brand awareness and exploring the possibility of expanding into alternative product categories. Secondly, we will educate customers on the unique selling points of ELASTEN, emphasizing the permeability and exclusivity of HC Complex technology. Finally, we will support the expansion of the distribution network to facilitate the brand's penetration into the local distribution network.

The goal is to position ELASTEN, the leading pharmaceutical collagen brand in Germany, as a beauty cosmetic product in Vietnam. To achieve this, we will modify the communication strategy and key brand assets to create a beauty-focused image for the brand.

Our big idea is "Beauty from within!" - ELASTEN embodies the same empowered spirit as women who seize opportunities, cherish life, and express themselves wholeheartedly. It empowers and inspires individuals on their beauty journey, helping them unlock their inner radiance.

As part of our launching campaign, we have planned a comprehensive execution strategy that includes a series of iTVCs, KV designs, social media posts, banner display ads, PRs, and booking of KOLs.

ELASTEN is now available in over 100 stores nationwide through distributors and has become the Diamond Sponsor for Miss Grand Vietnam. With ELASTEN Vietnam, you can feel confident in your own skin, radiating a natural beauty that comes from within.