Suntory Vitoas: The Beautiful Noise

The cosmetics arena is known for its intense competition, with product effectiveness playing a pivotal role in determining market success. Suntory, a brand primarily known in the supplements sector, is now entering the beauty industry with its debut product, "Vitoas." Hakuhodo Bangkok's objectives were to launch Vitoas in a market saturated with beauty products and to build and strengthen consumers' trust in Suntory's new venture into the beauty sector. Some studies reported that psychological stress induces less effective skin barrier repair. Persons' moods, emotions, and sensations occur in the brain; subsequently, the brain sends biochemical signals to the body, including the skin, producing physiological effects. From these considerations, some of the damages induced by stress are evident. Hakuhodo Bangkok's idea was to create a good mood while consumers do a beauty routine with a relaxing sound to calm the spirit. The sound was composed by collecting the disturbing noise and turning it into a pleasant sound. The new beauty routine begins. Consumers become sound designers and compose their relaxed sounds on TIKTOK. Generate 53m impressions and exceed 17% KPI. The sale went spiraling. And VITOAS became another top-of-mind brand.