On June 21, 2024, the BSI Awards 2024, under the theme "Album The Business Hits", recognized 99 campaigns from 53 brands and 34 agencies in the Competing Categories. Among numerous outstanding campaigns from other brands, Dear, Klairs was honored to be in the Top 6 nominees in the category THE BEST SOCIAL & COMMERCE INTEGRATION with the campaign “CHILL Ý DA, SLAY HẾT SẢY.”
BSI Awards 2024 Ceremony
BSI Awards 2024
The BSI Awards is one of the most prestigious and significant awards in Vietnam's Marketing Communication industry. It aims to honor the most outstanding campaigns linked to the development of Social Media Marketing in Vietnam, evaluated from the perspective of industry experts combined with data analysis technology. The nomination at the BSI Awards 2024 not only acknowledges the relentless efforts of the Dear, Klairs team but also reflects the immense support from users and the community for the brand.
Dear, Klairs was named in the Top 6 nominees in the category THE BEST SOCIAL & COMMERCE INTEGRATION with the campaign “CHÌLL Ý DA, SLAY HẾT SẢY”
This is a significant milestone for us in our journey to build and develop the brand, reaffirming Dear, Klairs' mission to accompany users in their personal growth and self-care journey. We extend our sincere thanks to all customers, partners, and millions of users who have always supported Dear, Klairs. Your support has helped us continue to grow and improve every day.
Dear, Klairs Brand team - The people behind the success of the campaign
The “CHILL Ý DA, SLAY HẾT SẢY” Campaign
In a market where skincare brands focus on promoting the physical aspects of their products, such as special ingredients and associating the brand with scientific images and dermatologists, Dear, Klairs chose “CHÌLL Ý DA, SLAY HẾT SẢY” – an emotional approach to strongly connect with customers. The goal was to convey the message that everyone can have healthy, radiant skin, which in turn helps them feel confident to shine and succeed in life.
Chìll Ý Da - Slay Hết Sảy campaign
In this campaign, Dear, Klairs transitioned from the image of a gentle, simple girl to a more dynamic, lively, and energetic version. When talking about a highly confident and shining girl, Gen Z calls her a "Slay girl." The word "Slay" is used globally and is widely adopted by Gen Z in Vietnam.
But how can everyone "Slay," especially during the busy year-end period? Dear, Klairs believes that "Slay" is not just about perfecting your appearance, but also about taking care of and nourishing yourself from the inside out, and skincare is essential for that. Throughout the year, your skin endures a lot, including environmental factors, weather, stress, and trying out different treatment products. It's time to pamper and cherish your skin ("Chìll Ý Da"), with "Chìll" being a playful word that means both "pamper" ("chiều") and "relax."
To connect strongly with Gen Z, who represent uniqueness and creativity, Dear, Klairs "Slayed" not only in delivering the campaign’s message but also in how we communicated with our users.
First, we created a special visual touchpoint to introduce the new campaign message - a major activation event at the GENfest Music Festival during the year-end period. All the vibrant, colorful, and fun moments of the 2-day activation were shared and spread by many KOLs. Additionally, Dear, Klairs partnered with GENfest in the TikTok Challenge #DiFestSaoChoBest #GENslay, encouraging KOLs and young people to care for their skin with Klairs' gentle products to get ready to “Slay” at the festival.
Secondly, after sparking curiosity and revealing part of the "Slay" message, we introduced the faces representing the spirit of "Slay Hết Sảy." We chose to collaborate with Liu Grace, the talented rapper who made it to the Top 3 of Rap Việt, along with four prominent KOLs: Huynh Hung, Mai Ky Han, Yul Daily, and Yum.
To make the message even more engaging and memorable, we used music as the campaign’s inspirational core. The highlight was the release of the song "Chill Ý Em", composed and performed by Liu Grace, on YouTube. Since its debut, the Animated Music Video "Chìll Ý Em" has received widespread positive feedback from customers and fans. Following this, the TikTok Challenge "Chìll Ý Em" and a wave of social media content continued to spread the campaign message far and wide.
From positive messages and meaningful campaigns to quality products, we continuously strive to bring gentle yet effective products suitable for all skin types, especially sensitive skin. Our most loved products, trusted by millions, include the National Toner, the Midnight Blue Calming Cream, the Vitamin Drop serum, the Rich Moist Soothing Serum, and the Mineral Sunscreen.
Accompanying our users, Dear, Klairs aims to not only care for their skin but also improve mental well-being. Our team remains committed to creating meaningful activities and bringing positive values to the brand, society, and the community. Stay tuned for our upcoming campaigns!
