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Garnier IMC Campaign - Role: Associate Creative Director
THE CHALLENGE
For people with oily and acne-prone skin, sunscreen has long been a “fear” —thick, greasy, and acne-triggering. This perception made them reluctant to use it, creating a growth barrier for Garnier in the sun-care category.
With the launch of Garnier Super UV—a lightweight, oil-control sunscreen designed specifically for this skin type—the real challenge was not in the formula itself, but in how to communicate and convince consumers that they finally have a sunscreen made just for them.
THE SOLUTION
Message: GARNIER - GẠT PHIỀN DẦU MỤN
By addressing the emotional barrier of oily and acne-prone skin, we introduced the empowering message “Swipe Away the Troubles of Oil & Acne,” turning sunscreen from 'a sticky burden' into 'a daily swipe of confidence' that helps young people live free from oil and acne worries.
Featuring Gen Z ambassador Mono and Khánh Vy, Garnier combined product education with lifestyle inspiration through TVCs, TikTok, and university activations, encouraging youth to enjoy the sun with confidence and comfort.
MAIN ASSET
TVC "GẠT PHIỀN DẦU MỤN"
TIKTOK SERIES
tackled oily-skin struggles with realistic problem–solution storytelling.
"UNIVERSITY CAMPUS" LAUNCH EVENT
let students experience Super UV in a fun and relatable way.
#1
in sales on Lazada during the first month of launching
6.6%
Lift in Brand Recommendation
> 300M
Views on Tiktok
The Results
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