Maestro Hairspray Relaunch Campaign 会员免费

BRAND ESSENCEHead for youBRAND ROLE美涛帮你展现最好的自己，让你有勇气面对未知(take action and face potential risks) FUNCTIONAL BENEFITLong Lasting(supportive)Caring(supportive, warm) Natural styling effect(genuine, authentic)EMOTIONAL BENEFITAssuranceConfidenceCourage BRAND VALUE美涛相信每当你对未来犹豫不前的时候，其实你的内心已经准备好了，你只需要那么一点点勇气BRAND NEW POSITIONINGBRAND ROOTS18 yrs history | Leader in China styling category | Professional Styling Master CONSUMER INSIGHT我也想听从内心的召唤，做真实的自己，但这意味着做出取舍，付出代价，我不确定我是否有足够的勇气，去面对未知的未来

Campaign FocusChange Maestro brand imageHairspray RL 360°Launch Campaign2017 COMMUNICATION PLANCampaign PhaseProduct FocusHairspray持久定型 + 氨基酸养护Key Objectives1. Build awareness and buzz for product launch to bring out younger brand image2. Drive penetration from new users or competitors3. Drive sales offline & online美涛，与你一起，面对改变Maestro supports you to change and starts from headSupport youth emotionally and functionally on their way of growthBaseline Educational CampaignChange the concern towards stylingBaseline持久定型 + 持续滋养1. Education on styling importance and break the barriers to recruit younger generation on entry age2. Engage TA on digital platform3. Drive sales to ECHighlighting styling importance and guide them for usageHebe RO CampaignChange the concern of styling products damage hairOil Premium Line持久定型，精油润养1. Build awareness and buzz among TA2. Announce product roll-out and trade up brand image to recruit new female users3. Drive sales O2O, especially on ECMake it an simple trend & Eliminate hair damage concern

在聚集的过程中让年轻的我们，学会如何面对成长挑战，正如，一个人的勇气还是不敢去做想做的，勇气是一种能量，我们就敢！可因某人，某事，某物……多那一点勇气

如果你已经拥有了面对新变化的决定，只差一点点勇气而已加上我的总该足够了吧？去做的勇气我们给你助力

我坚定 果敢 自信 勇气

因为多了一点勇气我决定出发因为多了一点勇气我决定重来因为多了一点勇气我决定改变……

型由我定Creative idea

为我定型由我决定美涛作为定型产品突出产品特性为消费者创造美发定型解决方案我们为消费者增加勇气可最终的决定权，始终掌握在其手上我们所鼓励的也是助其勇敢去做想做

KV Option1五大产品线让无数个“我”拥有百变可能，镜中的你既是造型的多样，也是审视自己介质，当你拿起美涛既获得变化又坚定内心，因为当你看见镜中那个有型的自己便知它从不妄言。

户外延展

头发让你的想象发生奇迹，只要鼓起勇气便有无限的可能，坚定向前，就是自己的圆点。KV Option2

蓝色作为美涛的最强辨识色，每一次的“型”改变，犹如一场蓝色的仪式这场仪式我们命名它为“型蓝计划”

型蓝基因

由此，为更多“我”聚集勇气的“型蓝计划”在“型由我定”的目标引领下正式拉开序幕

开启型蓝生活CAMPAIGN IDEA型由我定遇见型蓝镜发现型蓝秘密创造型蓝世界ACTIVATION IDEA“型蓝计划”STAGECREATIVE ASSERTSDelivery BoxInteractive VideoSocial PosterSCAN QR CODEDRIVE TO ECAR ExperienceProduct BottleOOHMagazineLimited ProductCreation FestivalKOL EngagementLive Streaming OOHViral VideoPR ContentO2O EXPERIENCE

互动video喊出“型由我定”让最后的勇气彻底鼓足，只需一个决定，想要的新人生便会开启且不可预料的精彩。开启型蓝生活

1个人2种人生，当按...