Reika Ngan Nguyen
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SVR is a French dermatological brand that officially established subsidiary office in Vietnam this year. Given the context other players have been very prominent in market, SVR must establish unique brand positioning to stand out. Under the theme of “The New Generation of Derma”, SVR brings the concept of “Beyond Standards – Beyond Efficient / Beyond Safe / Beyond Pleasant” to the table. On 7 March 2025, my team and I proudly presented brand launch at Lotte Hotel Saigon. It was a closed event for more than 100 guests who are our key partners, top KOLs/ DOLs and also the press.
The RMIT alumni network has given me valuable connections with the experts in the industry who have become my business partners, or corporate friends with whom we always try to help one another with work.
SVR has been in the Vietnam market through a distributor for around 8 years. The brand itself is truly an expert in all skin pathologies (ranging from acne to pigmentation, sun care, aging, etc.). Given the chance to use and believe in the product efficacy, plus the safety for skin sensitivity, wonderful texture, and commitment to being hormone-disruptor free, I feel a strong urge to let many more Vietnamese consumers be aware of how to take care of their skin the right way with the best product not only for skin, but also for health.
The launch campaign has been very successful thanks to the unique brand concept of “The New Generation of Derma – Thế hệ chuyên da,” to the genuine visuals used throughout the event launch, and followed by a creative campaign featuring the Fake Out-Of-Home technique. #thehechuyenda has gone viral with more than 10 million target audience reached and over 15 million views. All KOLs and customers give feedback that they really love the brand identity, which is expert, but also very positive and inspiring.
The challenge is having a smaller budget investment and lower awareness compared to other giants in the market. First, I’d advise picking out the uniqueness of the brand to shout out loud – for SVR, it is the BEYOND STANDARD attribute. Second, always aim to do FEWER activities, but with BIGGER impact. And lastly, identify the need gap in the market and provide a solution for that need gap – be an expert in a niche field.
To be the one who establishes the positioning for SVR in the Vietnam market, builds the team, and sets up the processes — overall, it may still be early to draw conclusions, but I have a strong belief in the product’s quality. As long as I can bring the products to consumers and let them experience it for the first time, I’m confident they will return for more.