Every generation is different, but Gen Z is an odd in lifestyle. THEY ARE MULTI-GENERATION. They have multiple roles, passions, styles & professions, at one time. A Vietnamese Z is now a morning student, an afternoon officer, and a midnight Tiktoker.FOR SUCH A LIFESTYLE, THEY SAY NO TO ONE SUITED EVERYDAY MAKE-UP LOOK. What they need is no more self-confidence. THEY SEEK FOR SELF-EXPRESSION. Till 2022, no Makeup brand has yet answered Gen Z new need. Maybelline Vietnam, as the market leader, DECODED GEN Z WITH A NEW MAKEUP MOTIVATION that reconnected the generation with makeup category. Tapping to the distinctive lifestyle, WE INTRODUCED “THIÊN BIẾN VẠN SẮC LÌ”:“Lì” was the brand platform introduced since 2021. The Vietnamese word coincidentally has 2 meanings. One is “daring” which is how Gen Z distinguished themselves. Another is “long-lasting” which outstands Maybelline products. In 2022, we escalated the platform affirming Gen Z new lifestyle through “Thiên Biến Vạn Sắc Lì”. “Thiên Biến" was to transform, and “Vạn Sắc Lì" was thousand shades of daring. IN SHORT, WE OFFERED GENZ THE EXPRESSIVE POWER OF MAKEUP TO TRANSFORM EVERY DAY. “The way they use makeup is all about expressing how they feel in one current moment. Beauty’ is not at the heart of it all the time; sometimes it's just an expression.” – Hannah Tales, 2021, as cited in Vogue Business.GEN Z IS ALSO AN ODD WHEN ENGAGING WITH BRANDS. Globally, 99% of Gen Z skip ads & 63% of them block paid ads in favor of real voices. And, Vietnam has the lowest percentage of Gen Z who would explore a brand via brand social ads among typical Asian countries (Vietnam 25.4%, Thailand 30.5%, Philippines 47%) *. Source: *GWI,2022Maybelline introduces the new definition “Thiên Biến Vạn sắc lì” – thousand shades of daring” encouraging Gen Z to be “yourselves” – do what you believed & want to do”. Through this message, brand wanna to achieve missions:1. Register Long-wear TOM with the 3 super-hero products2. Register “Daring” for brand imagery. In short, mass awareness & impactful brand recall3. Disrupt GenZ Audience with relevant & inspirational contentTo disrupt their scrolls & convey our story, MAYBELLINE VIETNAM MADE GEN Z FALL IN LOVE WITH MAYBELLINE WITH A NEW SOCIAL APPROACH BY REVAMPING THE “WHERE”, “WHO” & “HOW” WE ENGAGE WITH YOUNG AUDIENCES.The New Gen Z Makeup Motivation & New Social Approach were piloted in April with launch of Hyper Sharp Extreme Liner and accelerated till end of 2022. We engaged with 10 million Gen Z, reigned no.1 SOV on Tiktok and DOUBLED our turnovers. Maybelline Vietnam successfully earned back interest, engagement and finally purchases from Gen Z.

WE PIONEERED TO REDEFIND AND AFFIRM THE RELATION BETWEEN MAKEUP AND THE NEW GENERATION. We have it insightful, authentic and specific while other universal brands still told Gen Z to just be confident and bold in a vague way. Thanks to that, Maybelline Vietnam now owns the profound momentum. WE DISRUPTED THE BRAND SOCIAL APPROACH TO GEN Z, BY FLIPPING THEIR 3 ANTI-S ON THE 360* TOUCHPOINTS. WE CALL IT ‘NEW GEN-Z WAY’. Vietnam Gen Z disconnects with brand voice, so we brought in their 300 PEERS right from the awareness stage. Gen Z is now inspired by real voices. We had their peers talk both brand aspiration & product function with a viral transformation trend & 500+ product-extreme-test videos. The peer-influence created a viral Z talk about Maybelline in April, then generated extraordinary product-test ideas from another hundreds of Z. Gen Z loves Tiktok & Music. 26 million, equals 45% of Vietnamese Z, is on Tiktok. Vietnam Makeup interest on Tiktok is also the highest versus other countries. That is where we scale to dominate. To be detail, In April we started with Gen Z’s favorite content - a Music Video, with a twist of multiple music genres of RnB, Rock and Rap on striking New York visuals.- Together with 3 iconic Gen Z artists, we brought in BLING BABI – the most impactful beauty peer of Vietnamese Z on Tiktok with 2 million followers.- Bling Babi then raised a transformation trend, followed by other 300 KOCs to show their daily multi-expressions. Those talented Gen Z portraited themselves to be thousand roles with expressive makeup looks, from morning students to performers at night.- The peer group at the same time created more than 500 “product extreme test” videos. Extraordinary ideas then generated from hundreds Gen Z, namely wear-test the new Hyper Sharp Liner with oil, calligraphy and so on. All to prove that our products well serve the multi-shade lifestyle.- the phenomena continued to spread across. Online stood out with thematic brand day. Offline excited with first-time ever fan-meet & makeover-for-fan with BLING BABI at point of sale.

Maybelline New York use to approach Consumers as Tradition methodology like” Talk what brand wants & Audience just received brand message in passive behavior. However, it has been not suitable for New GenZ in Viet Nam who is becoming complicated to disconnect brand voice. With mission to Wake up GenZ in Makeup category after covid. “Thiên Biến Vạn Sắc Lì” is a big change of the social media strategic approach being from “Branded – Passive” to “Authenticity – Native”.Strategically, unlike other 4-6 week campaigns, we created a compact and compressed connection plan for new definition of GenZ “ thousand shades of daring” and get users go through the full purchase journeyPhase 1: “Maximize awareness & trigger discussion” by create the reason for the campaign with Rock and Rap Music Video.MV teasing wave7 days before launching Music Video, we kick off the campaign by sparkling a social with content strategy: hidden face post on GenZ/lifestyle community to build curiosity & Starting with leaking never-before behind the scene “Fun – Authentic – show voice of 3 ambassadors” moments on GenZ community & online news, the discussion rapidly scaled up when a huge number of netizen & influencers talking about those impressive moments, showing their excitement about the hot Rapper is creating the “Hit”. To push the hype, we introduced officially 3 ambassadors on un-brand voice social page and continued to tease some 1st time ever collaboration & mash up of 3 ambassadors with some key vocal short cut (audio)To make it viral in authenticity way: Maybelline New York has selected 3 weaponsSocial GenZ/Lifestyle/Showbiz/Music (no direct with Makeup) to recruit the new enter Makeup users & maximize reach on relevant moment of GenZSocial page of 3 ambassadors to create mobile/vertical stories to call out the day of MV launching & share some teasing vocal on Sportify to trigger the million fans Online news to amplify and make it dramatically in the positive mood.2 days before MV launching, ambassadors & some Music/GenZ page to generate countdown to remind users to push traffics for 1st day of MV launching on Facebook platform.Big launch MV wave: in first 3 days of MV launch, Maybelline New York has made effort to amplify organically by: utilize Rapper ambassador powerful to drive trafficsbuild viral on community page with meme, shortcut to drive to full MV versionwork with tiktokers to viral with maximizing number of using music sound/ duet (upto 300 KOCs to participant) after golden time for MV, Maybelline New York has raised Voice to link MV oraganic trend to brand association and then we maintain “Hit” & cover the concept on GenZ with paid media on Youtube to ensure potentials can understand the messagePhase 2: Product placement buildingBuild Brand voice to ensure product focused: Maybelline New York has generated multiple “Mobile – Tiktok” short cut versions to sunshine product placement from the MV and make it visibility by top premium tiktok advertising such as Top View , Reach & Frequency with Makeup targeting.Build authentic voice: The beauty of KOC - Focused Hyper Funnel was that we successfully maximized the power of KOCs hub on Tiktok. Bling Baby as an ambassador and a leading KOC inspired and recruited 300+ KOCs to spread the thematic message over social media by making Tiktok transformation video using the MV's sound. Then, Bling Baby continued to lead 300++ KOCs to create 1500++ “product extreme test” videos to shout out Makeup transformation & drive sales in Conversion phase. Limitation of Authentic voice is reaching scale, to fix this barrier, we have scored all video creative to performance index (Branding – engagement – Social buzz – sale driven) and select top 10 index video to run paid media with collaboration ads (Branded ads) to ensure KOCs voice but higher scale. After that, “core KOCs” have generated 500 tutorial & product efficacy review in dynamic & trending Makeup pillar to bring product from MV to reality/how to apply in GenZ daily makeup to build product function trust.After that, Maybelline New York link “Thiên Biến Vạn Sắc Lì” from online to offline by creating offline event with special Makeup artis/expert to transform the audience in the event & we replicate this model to offline store activation. we leverage Bling Baby as a key factor for offline activation, together with Shopee & beauty retailers for media activations on Brand Day. These collaborative activities have an impact on makeup buyers who can now meet the Brand Ambassador directly & they were inspired to make makeup to shine in their own ways. For every event we create a signature board, every consumer can check in by signing on the board (offline version) and viral on the internet to get vouchers.Phase 3: Time to activate brands in “Active purchase journey” stage.Turn consumers from passive stage to active stay by applying search strategy with power of content:Be the products in user shortlist: Besides Utilize & scoring product review from KOCs to drive more paid media & user intention, we applied internal tool to predict search volume increase signal and tap-in search journey with 2 technologies to maximize brand visibility & conversion rateIdentify relevant keywords when having KOCs – Product review contentIdentify collaboration sale trend x traffics trend on platform to push media at right timeIdentify the solution to deliver the planningGoogle for shopping: mixing power of video & product feed to offer the right productEcom search (Lazada/Shopee) to catch & convert shopper users Be approached when audience entertained: Maybelline New York has collaborate with the huge KOCs to dynamic/ rotate visualize Brand offer x KOCs on Collaboration Facebook Ads (100 assets) to highlight approved by Makeup guru to drive traffics to Ecommerce with higher conversion rate (+20% vs nom)Be Blasting, Maybelline New York has co-worked with Ecom platform to generate a Super Brand Day to build full visibility & utilize eco-system from Brand (Community, Search, KOCs content, Facebook ads) x Ecom platform (Banners, Flashsale, CRM, Notification, KOLs) to drive more saleBe level up the game with Cross-sale by offering current Maybelline New York consumer to buy cross relevant product category with exclusive voucherrUp-sale by bundle strategy & increase average order value threshold to reach use trigger vouchers

1/ Right after campaign – April/22:For Brand, we conquered Tiktok:- 120 million views, 65 million UGC views, 10 million GenZ engaged- NO.1 Engagement, View in Make Up  with 1500 brand product review/inspiration- NO.1 Share of Voice in total Makeup (Tiktok Platform) **-    The Ad Recall saw a lift of 13.5% for the campaign (x2 vs 2nd competitors/Market nom)-    8m View MV on Youtube (60% from non-paid ads)For Consumer Perception-          No.1 Brand in Equity. Highest power score in the market-           +3.6 points Brand Power versus 2021 to become the No.1 love brand for Gen ZFor must-win brand association after campaign: -    “Brand that shows me how to makeup" increased 1 point, “Brand that I trust” increased 5 points & “Brand that delivers long-lasting results" increased 7 points.-   “Lì" register increased 6.2 points (x4 norm).  For Business, we created records.-            The best ROAS in 5 years of MNY performance at 12.1 (double normal month) & x1.7 vs Shopee benchmark (FMCG)- No.1 Eyeliner O+O with NPD Hyper Sharp Extreme. Highest liner sale record ever on Shopee, +300% in Ecom, +80% in Offline vs LY- No.1 Foundation with Super Stay 24H - x3 Lip Market Share YoY with Cushion Mattes-     Bundel weight of business increase x2 vs 2021 (x1.5 vs Q1 2022)-     Recruited 30,000 new e-com buyers in April 2022-     Contributed 56% e-com visitors from January to April 2022 2/ End of 2022, the business accelerated strongly. - +100% CNS growth versus 2022 (DOUBLE TURNOVER) & +43% versus 2019- Maybelline pioneers & dominates Tiktok to consistently be Gen Z top of mind