I'M PERFECTLY ME | Mistineworld

I’M PERFECTLY ME

Mistine, a cosmetic brand widely admired by Thai women, are now moving forward to adjust its strategies to communicate more with Gen Z groups, by launching a great campaign of the year I'M PERFECTLY ME – "I'm confident". This campaign is created to reinforce the confidence in being beautiful in your own way. Beauty should not be defined by the society’s beauty standard. The brand is ready to move forward in order to become the world-class cosmetic brand in the future.

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MISTINE is well known among Thai teens who love self-care. MISTINE is one of the very first successful Thai cosmetics brand that pioneered the cosmetic market in Thailand. They continuously grew to be more well-known and eventually got the heart of Thai people of all ages.

This year, Mistine is now a 32- year-old brand. If compared to a person, MISTINE is now at the age of a well grown-up teenager. In the early days when Mistine was starting to market, cosmetic products were still expensive and are hard to find. Most of them were more likely to be imported from other countries. MISTINE hoped that every Thai people can have an easy access to cosmetics with easy purchase channels at a reasonable price.

As a result, Mistine was created with a direct sales business, using a communication method through TV commercials to create awareness as the first Thai cosmetics in the market that allows everyone to have an easy access to the products at all levels. The brand was later called a cosmetic for factory girls,which was ,at that time, a very proud moment for the team because it indicates that our brand is accepted by a majority of the women in Thailand.

As time passed and more cosmetic brands were created, the competition in the market was becoming more intense. Both Thai brands and foreign brands entered the market, which turned cosmetics business into a fashion lifestyle product.

Therefore, Mistine adjusted the strategies with the aim to communicate with the customers that MISTINE is the best choice for wise women by using Thailand's top celebrities like Aum Patcharapa, Chompoo Araya, Yaya Urassaya, Pancake Khemanit, Ploy Chermarn, Baifern Phimchanok, Mint Chalida, Pu Praya, Meen Peechaya, Kimberry and Bella Ranee, to send the message. MISTINE brought whoever that was famous at the time to the MISTINE’s family. According to market surveys, the strategy gave a pleasant result as Mistine was more accepted than what it was in the early days. especially for the women in the city. Moverover, MISTINE obtained the image of the cosmetic brand represented by leading stars in Thailand, which indicates the taste and the feminine image of Mistine’s customers.

Communicating with the Gen Z

From the strategy of using the top stars of the industry as a presenter, a number of awareness was made. However, as time passed, it is also important to find new ways to communicate with the new generation group that begins to play a greater role in the present and are also the main influencer in driving more purchase on the products. This caused Mistine to make a major adjustment in order to find a new communication strategy that focuses more on the new generation of the Gen Z.

The start of this big adjustment came two years ago because of the Brand Health Check. One of the topics discussed was about the survey of how the Gen Z group viewed MISTINE. In brief, the survey said everyone knew Mistine by recognizing the brand's image through the beauty of the country's leading stars. Especially if the specific question ‘Who is the Mistine's presenter?’ is asked, the answer will always be t"Aum Patcharapa".

However, it is also found that most Gen Z people don't use Mistine products. This is considered a new challenge for us as we want to understand Gen Z more. As a result, the next step of MISTINE was to understand the change of the consumer better.

As the digital world plays an important role, Mistine has tried to collect the information, understand the Gen Z and find a team to take part in creating changes in order to understand the definition of the beauty of Gen Z, which is that the beauty of each person has differences and also does not have to be the same, which is different from the beauty values in the past.

I’M PERFECTLY ME!!

Mistine has worked with the agencies, Dentsu One and Youngster, to adjust their strategy to communicate with Gen Z, starting by understanding them well. The heart of the Gen Z is the individuality. The group has a very high self-esteem, is full of energy and confident which is very different from other groups.

The definition of beauty for this group of people is not like other generations. By the old Beauty Standard, for one generation, the beauty of women must be idealistic. Women were expected to have the beauty that was socially defined as perfect beauty as we see on TV. Mistine back then had brought the leading stars as presenters to inspire women at that time. But now as the Beauty Standard of Gen Z people has changed, beauty is now individualism sice each person is beautiful in their own way. People are now encouraged to appreciate every part of their own face while respecting what others are.

MISTINE therefore choosed the word ‘Perfectly Me’, which is a phrased commonly in a group of friends in this generation. Normally, the phrase gave a negative feeling to others as it is normally used in the society when people are gossipping or blaming a person that has condifence. On the other hand, we can say this phrase to ourselves in front of the mirror, which will encourage us to have more positive feelings for ourselves and help us reinforce our confidence really well.

MISTINE, therefore, launched the campaign with a video with the phrase ‘I’m perfectly me’. The video presents the story of girls with a diversity of appearance such as big lips, thin eyebrows, single eyelids and high cheekbones. The story implies that despite being told to fix their facial appearance in order to be beauty accordingly to the beauty standard, the women are confident with their own individual style and appreciate their own definition of beauty.

This campaign is for Mistine to show their stance of the word I'M PERFECTLY ME and encourage the new generation to have more confidence, love and be proud of their own face as beauty must be judged by us, not the society. We want everyone to look at themselves in the mirror and say "I'm perfectly me". It is not only the I'M PERFECTLY ME campaign that MISTINE uses as the way to communicate, but also rearrange every image of the brand that is in the part of purchasing channel. Mistine Beauty Shop is renovated to give more modern feelings and match with the teenagers. The new lines of products are also developed by Gen Z marketers in order to truly understand the customers’ need.

Flying to the Global Cosmetics Brand

Although Mistine is a cosmetic brand that originated from Thailand. but currently being marketed in many countries. Now, there are offices in Myanmar, Laos, Cambodia and China. Especially in the Chinese market, Mistine has 3 offices with a team of more than 200 young people who are working to battle in the Chinese market.

In making the new concept of the brand, this time, we aim to widen our perspective further. BETC, a leading agency from France, was appointed to assist in the brand's image building in the overall market of Mistine in both Thailand and abroad. After that, the marketing team in each country will adapt the strategy with the target of the consumers in each country. As in China, communication will be done by using KOL as the market leader. In addition, as a Thai brand, a combination of KOL between Chinese celebrities and leading Thai stars such as Mike Pirat, Baifern PimChanok, Gulf, Tay New and Off Gun, etc.

It is firmly assured that MISTINE will not be just a top cosmetic brand in Thailand, but in the next 5 years from now, MISTINE aims to be recognized as the Thai brand that is well-known an is accepted in the world market. By marketing in cooperation with China, MISTINE is preparing to unveil the important milestone of Mistine as a Thai cosmetics under this new concept at the world's largest cosmetics trade show in 2022, the Cosmoprof Worldwide Bologna fair, in order to allow Mistine to fully expand into the global market. The goal of success of MISTINE is to be a Global Cosmetics Brand.

“I’M PERFECTLY ME” is just a start of a new journey of MISTINE to communicate with the new target group, especially the Gen Z. MISTINE is along the way to a more challenging step of the competition in the global market, with the campaign “I”M PERFECTLY ME”