Tiểu luận creative advertisement assignment

Introduction
At first, we thank to all English teachers in Faculty of Tourism – Hanoi
Open University for giving us a chance to do an useful and interesting assignment like
this.
Previously, we nearly did not care about advertising, especially how to
make an advertisement. Almost time we have spent for studying, entertaining,…like
most of other students. After doing “ Creative Advertisement Assignment”, we realized
many interesting things that we have never known before.
Nowadays, advertising industry plays an essential and important role in
business. Avertising does not mean selling of products and services but it helps
increasing sales. Businesses use advertising to accomplish their goals, and companies
place those advertisements in diverse media. Consumer are the viewers and
advertisements persuade them choose and buy the product of the

better brands.

Therefore, how can we persuade consumer/customer without advertising? Working in
business, we need the basic learning of advertising to apply it into our real work.
This assignment aims to help us for basic learning purpose. It encourages
students to create an advertisement using the knowledge studied in the current course.
Students work in pair and have chance to " perform " their own innovation and
creativeness by presenting in front of the whole class. In addition, we also have
opportunity to improve our group work spirit, finding out necessary information,
working with computer and trying use new computing programs. These things are
really useful for our future jobs. Besides, students also have to write a report with
given contents.
A complete report includes 5 contents : Introduction ( rationale; aims of the
assignment; methodology; scope and structure of assignment ); The advertising
industry ( general information; techniques and strategies; advertising in Vietnam ); The
product ( company; the product range; the choosen product); The advertisement ( the

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actual ad; how to create; the techniques and strategies used ); Conclusion and
Reference.
Students can choose any kind of products to make advertisement. The
kinds of advertisement are also various such as printed advertisement; video clip; sign
post; leaflet; brochure, etc to promote products in the market.
In general, this assignment is very interesting. We got a lot of experience of
making an advertising product. Moreover, we had such a good time of "enjoy" our
friends's creativeness as we will never forget.

Body
Chapter I. The Advertising industry
1. General information on advertising as an industry
For a long time, Media has appeared in the world and contributed a lot in
communication of our life. Media is also known as an information treasure as well as
knowledge of human. There are some popular kinds of media such as television; radio;
newspaper; internet and so on.

Besides providing the information of culture, politics and society, media is
the spread-out social net. This is the reason why many organizations and individuals
build and develop media with different purposes aim to exploit its advantages, and one
of them is "Advertising".

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For thousand years, humanity has known how to advertise. They have
advertised to sell goods or made the advantages of individual prestige. At this time, the

main method of advertisement is through words of mouth. Advertising industry just
began to be developed at the end of 19th century when the trade competition had
appeared among producers.
At the present, advertising industry has passed through a long road with the
appearance of many new kinds of media and methods. Effective advertisements help
to gain further business goals.
One scholar said that: " The person who saves money from cutting in
advertising is the same as the person who stops the clock to save time ". In modern and
technological life, companies have to use advertisements to bring information of their
products and services to potential consumer. For example, Coca Cola - a very famous
trade-mark still has paid much of money to advertise their product. In 1993, Coca Cola
paid 150 million dollars for advertisement and their products always appear in front of
popular eyes.
Advertising is the investment for future. It helps producers attract consumer
as well as sell their products and services easier. Therefore, advertising plays an
important role in the success of business.

2. Techniques and strategies used in advertising
From the 19th century to the present, advertising industry has developed
with various techniques and strategies. These below techniques and strategies are not
all of advertising industry but they are the most effective ''tools" to make a successful
advertisement.

a) Techniques
• Provide facts and figures ( story-telling advertising )

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This technique was the most popular one of advertising industry in the past.

Advertisers would build a story about the products appealingly and truly to take
consumer's attention. Along with the product is the factual information such as price;
uses; material as well as the statistics of shape and size.
The important thing of this technique is how to express the producer's
abilities to satisfy the customer/consumer.
" Do not only talk about what we have but also talk about consumer's benefits "

• Provide testimonials

In this technique, advertisers use a famous person such as a singer; an
actor/actress; a football player…or an "normal customer" to endorse the product that
they want to advertise. In the advertisement, the famous person who is in the role of a
"consumer" will tell other consumer about qualities of the product as well as the
benefits that they receive from using it, so the customer might want it too.

• Associate positive qualities/strength with product (Unique Selling Point USP)
To make the superiority of a product that is different from competitors,
producers need strength. Advertising the strength of product helps persuading
consumer faster. In 40s of 20th century, Rosser Reeves who created Bates Worldwide
Advertising showed the concept of USP and this technique has become useful in all
advertisements of Bates company.
This technique implies that: "If you want to sell something, you have to
show us its superiority ". If the product has no USP, we need to create it. This value
has to satisfy customer's demand and bring them a reason to buy the product.

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For example: "Anlene - rich in calcium is good for bone"

• Manipulate people's emotions
In this technique, advertisers also use a story or images to appeal to
customer's feeling. The product will be associated with the feeling that always happen
in the daily life such as love; lonely; anger; sympathy; painful or confuse. The content
of these advertisements usually mentions the result after using product, consumer will
feel better. So it can manipulate people to buy product.
For example, Yomost Milk manipulated a lot of young people with their
advertisement.

• Play on people's hidden fears
This technique is used popular in advertisements of shampoo; cosmetic;
toothpaste, mouthwash; etc. In short, they are the products of beauty and heath
problems. The technique implies that a product will protect the user from some danger
or uncomfortable situations. For example, people scare of scurf; dry skin or bad body
smell. The advertisement will show that the product can help to solve these problems
and help people feel confident a lot.

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• Convince people to " join the band wagon "
The advertisements that follow this technique have to use many different
actors/actress to make a large group. It implies that everyone is using a product, and
that others should too, in order to be part of the group. Normally, advertiser will
choose famous people to act in their advertisement as they used product and say to
viewers: "We tried it! How about you? ". After watching the advertisements like this,
customer might want to join the group and use that product too.

• Play on people's patriotism

The slogan of this technique: "Let show your love to your country". It
means that buy a product and use it you can express your patriotism. In fact, this
technique is not used popular but once it is used, it is really effective with consumers
who love their country deeply.

b) Strategies
Strategies are always associated with techniques, help making a complete
advertisement. Sometime, advertisers have to mix a lot of strategies to get the best
result.

• Provide information

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The advertisement provides basic information of product (price, shape,
material, size, etc). This strategy normally appears in the advertisement which uses the
technique of “Provide facts and figures”.

• Create an image
Advertisers create the images of beauty; wealth; romance; popularity;
idyllic; etc aim to attract the audience, make them desire product and want to try it.

• Use eyes contact
The way that models look in an advertisement is very important. If they
look directly into the camera or take close up photos, it will make good effects because
the audience might have the feeling of they are involved in the advertisement.

• Use colors
It is important to create different impression. The colors that used in an

advertisement will help the audience pay their first attention as well as make them
remember the advertisement for a long period of time.
It is quite different between warm colors and cool colors. The warm colors
group includes red - symbolizes danger or passion; orange and yellow. The cool colors
are green and blue - symbolize clean and fresh; white - symbolizes purity, innocence
and elegance. Besides these colors, there is gold that symbolizes wealth.

• Use words
In some advertisements, the words are often chosen to make some patterns
or play on words. This strategy brings viewers the impressive feeling when they read
it. It also helps making a long-term memory advertisement in audience's mind. For
example, Toyota used alliteration: “Today - Tomorrow – Toyota”.

• Use famous and glamorous people

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The models in the advertisement use product and share their feeling to
audience. The purpose of this strategy is making viewers feel that they are sharing the
same qualities with famous people. The more famous and attractive people are, the
more effective advertisement advertisers get.

3. Advertising in Vietnam
Following expert field, Vietnamese advertising industry has begun for 10
years. At the beginning time, the foreign advertising companies created advertisements
for some famous brands like Pepsi; Coca Cola; Unilever and bring to Vietnam a new
breath of this tender industry. Vietnam, then, just does the works of distributing
advertisements to media. After periods of time, Vietnam has got experiences from
foreign companies and developed domestic companies. Vietnam started creating

package products of advertising. For now, Vietnam has over 1000 companies taking
part in advertising market.
However, in fact, domestic companies’s income only takes 10 - 20 percent
in total of 1 billion dollars every year. The remained part belongs to other foreign
advertising groups in the world. The reason leads to this state is that foreign groups do
not believe in expert ability of Vietnam companies, so they often work with foreign
companies. Only a little Vietnam companies get main-contract, there are often subcontracts instead.

Almost people working in Vietnam advertising industry admit that their
expert have a lot of disadvantages. In Vietnam, there are not any universities or
colleges that focus on advertising field. While hiring employees, advertising
companies themselves have to train their staffs as a beginner, so the human resource
development is very slow. Because of this difficulty, many Vietnam advertising
companies only dare to receive a small part of making advertisements.
To face to this problem, Vietnamese Advertising Organization mentioned that it is high
time for Vietnamese advertising industry to study deeply about advertising essence,

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professional skills as well as the benefits of advertising to businesses. Vietnam also has
to invest much of money and strong spirit to improve advertising industry.

Chapter II The product
1. THEFACESHOP Company:
THEFACESHOP is one of leading global beauty brands from Korea. It has
been popular with many people in Asia for cosmetic and skin care products made from
nature. All products of THEFACESHOP are produced from natural plants, vegetables,
flowers, fruits; etc that are very good for health, especially for skin. These ingredients
are also close to our daily life and used to create more than 600 kinds of cosmetics and

skin care products. With reasonable prices but high quality, THEFACESHOP has
become a brand that listed as the best seller brand by Republic of Korea. Because of its
price and quality, the products of company are used mostly by young people and
people having low income.

One of THEFACESHOP’s stores in Korea

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In 1962, a company of cosmetics manufacture was founded. In 2002,
THEFACESHOP got the certificate of ISO9001. In December 2003, the first store
was opened in Myungdong, Korea; marked the appearance of THEFACESHOP brand
in Korean markets. It also allowed franchise business in this year.
Since then, THEFACESHOP started to develop and expand into many
countries all over the global, especially Asia. The stores are opened alternately in
Taiwan, Singapore, Indonesia…etc. THEFACESHOP officially entered overseas
markets. At that time, it was chosen as the brand that beloved the most in Korea by 9
reputation magazines as well. The year 2005 is a remarkable year of THEFACESHOP
with many important events. The stores continued to be launched in Australia,
America,

Canada,

Japan,

Thailand,

Dominican

Republic

and

Vietnam.

THEFACESHOP’s Research and Development Institute was founded. The company
also won the best cosmetics brand chosen by Korean Ministry of Economics. The
White Tree was voted as the best designed products line by The Commercial Ministry.
THEFACESHOP received “Best Stand Award”, an interior award from a beauty
exhibition in Dubai and being featured in Business Week Magazine as raising global
brand company in this year as well. In 2006, THEFACESHOP officially opened
stores systems in China and U.S.A. In April 2006, the 100 th store overseas is opened.
At the end of 2007, THEFACESHOP recorded 209.7 billion Won in sales in four
years since launching. Up to 2008, THEFACESHOP had totally 200th stores around
the world. From 2004 to 2008, it had risen into the top local brand shop and expanded
into the global. Since 2009, THEFACESHOP has gained 40% growth. In January
2010, THEFACESHOP became subsidiary of LG Household and Health care. With
LG’s technology, THEFACESHOP had more chances to develop itself products lines.
Up to now, the company has run more than 900 stores in 22 countries all
over the world. Nowadays, the countries having the appearance of THEFACESHOP
are: Australia, Brunei, Cambodia, China, Taiwan, Costa Rica, Dominican Republic,
Hong Kong, Indonesia, Jordan, Malaysia, Mongolia, Myanmar, Thailand, United Arab
Emirates, U.S.A, Guam, Singapore, Vietnam, Philippines and Japan.

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One store of THEFACESHOP in HCMC, Vietnam
Because the target market, that THEFACESHOP want to approach, is

teenagers, it’s easy to understand when THEFACESHOP always chose famous actors
and singers to become their models and spoken man. At first, the handsome actors
Kwon Sang Woo worked for this brand for 3 years. After that, Bae Yong Joon –
another Korean actor was invited to be a models and spoken mans of
THEFACESHOP in 2008. Most recently, Kim Huyn Joong and Park Min Young are
two famous actors which are known as representative stars of this brand. Kim Huyn
Joong is very popular with young people, especially Asian as a role of an actor and
singer. He used to be the leader of SS501- a famous Korean music band before he
became a solo singer. Besides, he also joins in some Korean reputation movies like:
Boys over flower or Playful Kiss. Park Min Young is a young actress famous for her
acting in many Korean Drama as well such as: City Hunter, Man of Honor or
Sungkyunkwan Scandal....etc. Beside Kim Huyn Joong and Park Min Young, Seo
Huyn – a famous singer in SNSD Korean music band takes part in some
advertisements of THEFACESHOP as well.
The

main

reason

that

THEFACESHOP

changes

representatives

continuously is that they expect to bring new images to customers and create new
vitality for this brand. In 2011, Kim Huyn Joong finished the Asia Tour to promote for

his new album as well as introduce the images of THEFACESHOP brand. Kim Huyn

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Joong came to many Asian countries, concluding Vietnam and got the warmly
welcome of Vietnamese fans.
Kim Huyn Joong in Vietnam to promote for THEFACESHOP brand
In Vietnam, THEFACESHOP’s stores are located in the big cities such as:
Hanoi, Haiphong, HCMC, Danang… It is trusted and used by thousands people

because its prices are reasonable with Vietnamese’s income and the quality is quite
high. Most products are produced to be suitable with the Asian’s skin.
The target markets of THEFACESHOP are teenagers and young people
who have low income. It has many competitors but in Vietnam, there are 2 main
competitors, which are famous for natural cosmetics and skin care products from
Korea as well, are “Skin Food” and “Nature Republic”. Skin Food is known as a
Korean brand of food cosmetics. Under the motto of “good food for health is also good
for the skin”, Skin Food has created many products with the ingredients that we eat
everyday like: rice, fruits, sugar, vegetables, beans, milk….Skin Food is also one of
the brands that being loved the most in Korea with THEFACESHOP. Skin Food and
THEFACESHOP have the same quality but the price of Skin Food is higher a bit. The
promises of Skin Food are:

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Y Only Think of Food for Your Skin
Y Welcomes Trouble if It’s to Make Reliable Products
Y Find the Best Origins for the Best Beauty Food

Some products of Skin Food
The second competitor of THEFACESHOP is Nature Republic. The name
Nature Republic seems to be new with many people. It is just founded in March 2009,
and has had more 100 stores in Korea. Like THEFACESHOP and Skin Food, the
products of Nature Republic are made from natural ingredients. All its products are
“full energy of the great earth”. Nature Republic is a new founded company and the
price is the same as THEFACESHOP and Skin Food. However, Nature Republic has
not had any official stores in Vietnam yet. Vietnamese customers have just known this
brand through handled products from online shops.

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One of Nature Republic’s products and the official store in Korea
THEFACESHOP has used the concept “Natural Story” to promote for their
brand. “Natural Story” shows that THEFACESHOP wants to share everybody the
stories of nature. It means THEFACESHOP always combines science and the
perfection of nature to make best products for skin. There is balance in nature , so is
skin. THEFACESHOP’s products will be the second nature which helps skin balance.
Besides, THEFACESHOP also helps users rediscover nature, protect beauty and
health. Nature has secret stories that we have not known yet. Let THEFACESHOP tell
these stories. “The true story of nature becomes complete in the skin”.

THEFACESHOP promises to customers:

Y Trust the wisdom of nature
Y Deliver the true story of nature
Y Act for skin
The slogan of THEFACESHOP is “THEFACESHOP understands the

value of health”. This slogan expresses that all products are not harmful, but very good
for health.

2. The product range of THEFACESHOP company
As I told above, all products of THEFACESHOP are made from natural
ingredients that we can approach every day. The company produces many products for
both men and women. They mainly focused on skin care, makeup, cleansing, mask,
body, hair and fragrance products. Skin care products include: toner, emulsion,
essence, cream, eye care and sun care. Some special product lines are White Tree
Snow, Clean Face, Wrinkle Stop Abyssine, Herb Day, White Crystal….Makeup
products include: BB Cream, Makeup Base, Foundation, Twin Cake, Powder, Skin
Cover/Blusher, Lip Liner, Lip Stick, Lip Balm, Eye Shadow and Nail. Nowadays,
there are many kinds of makeup products on the market, which are very harmful for
skin. Some kinds of cosmetics can damage skin gradually, especially the cosmetics

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that we don’t know the sources as well as the origins clearly. Therefore,
THEFACESHOP will be the best selection for the people who often access to
cosmetics because of its pure ingredients. Cleansing products are cleansing foam,
cleansing tissue and cleaning cream. Herb Day is the most popular product lines. Herb
Day’s products clear skin softly without making it dry and rough. Besides, there also
have many kinds of mask which provide essential nutritious for skin, protect and
improve skin gradually.

Kinds of THEFACESHOP’s mask

THEFACESHOP also created products caring for body and hair such as:
Body lotion, body scrub, body wash, wax, shampoo, hair color,…Some typical product

lines are White Secret, Night Flower, Honey Suckle, Secret Blossom, Milk Plus.
Perfume and aroma range don’t have many products, however, all products are made
from herb ingredients bringing comfortable and relaxed fragrance.
In Vietnam, THEFACESHOP’s perfume and aroma products are not
popular. The products for men are made to be suitable with men’s skin, care for skin
gently as well as bring soft touch and fresh feeling.

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NEO Classic Homme Product Line for Men

3. The chosen product:
We decided to choose a set of 3
products in the Herb Day cleansing product line.
That is Herb Day cleansing foam, cleansing cream
and cleansing tissue with aloe ingredients. Herb
Day is a typical product line of THEFACESHOP
with many different products which are suitable
with different kinds of skin. Herb Day’s products
are made from many natural herbs and flavor, not
only bring fresh feeling but also care for skin every day. Some products of this line are
mung beans cleansing foam, green tea cleansing cream, fruit mix cleaning cream,
acerola cleansing foam….and also Spearmint cleansing foam for man.
Besides, there also has some massage cream
products made from ginkgo or cucumber. These
massage creams relax tired skin and improve
vulnerable skin with comfortable scents.
Three products that we chose are aloe cleansing
cream, aloe cleansing foam and cleansing tissue. As

we have known, aloe is a kind of herbs which is very good for skin as well as
health. It is used as main ingredient in many kinds

of

cosmetics and skin care products from the past to

the

present. Aloe helps to balance skin and provide
moisture for skin. Thanks to aloe, skin also
becomes healthier, more brighten and whitening.
Besides, Aloe is an very important ingredient in
some dishes which are improve health. Therefore, we want to introduce the
products made from this precious herb.

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Aloe Cleansing Cream contains fresh aloe and some other herb ingredients,
remove gently makeup base, recover damaged skin and supply essential nutritious for
skin even after cleansing.
Herb Day Cleansing Tissue contains rosemary extracts and many kinds of
herb, washing off even thick makeup base, bringing light touch feeling.
Aloe Cleansing Foam is a mild cleanser, containing fresh aloe and nine herb
ingredients, provide moisture for skin after cleansing.
You will get the best result when combining three products above.
Massaging your face with Cleansing Cream until the makeup base gets off. Then using
Cleansing Tissue wipes it out. Cleansing Foam is used as the last step to remove
makeup and protect skin.

Chapter III The advertisement
1. Process of making the advertisement
Firstly, we had to choose the brands and products. Among so many
selections of goods on the market now, it was not easy to choose a brand. We chose
a products set of a famous beauty brand – THEFACESHOP because cosmetic
products are close to girl’s lifetime like us. Besides, we are the people who like to
use the products of THEFACESHOP. They have actually high quality. Their designs
are beautiful as well. As we told above, whenever we think about natural herbs for
beauty, think about aloe. Aloe is a really perfect choice for skin. Therefore, we
decided to make advertisement for this set of products.
The next thing that we had to select was kind of advertisement. There have
many kinds of advertisement such as: printed ad, video clip, sign post, leaflet,
brochure…that we had to choose one. We thought about designing a brochure
because it is not so complicate to make like making a video clip and no one of us is
good at using computer. A brochure seemed to be the best selection for us and also
suitable with the products that we had intended to advertise.

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After that, we began to collect information about the products. Luckily, we
could get information we needed on the official website of THEFACESHOP. Then,
we continued with discussing the strategies and techniques for using in our
brochure. We chose 2 techniques and 4 strategies. These techniques and strategies
play an very important role in the success of the advertisement. Two main
techniques that we used are providing testimonials and manipulating people’s
emotions. Besides, we used strategies like using eye contact, colors, featuring
famous people and playing on words. We will tell you clearly these techniques and
strategies below.

Next, we also needed to find out a software which helped us to make our
ideas become true easily. Finally, we decided to use the software “Microsoft
Publisher” to complete our brochure. Everything became more easier with this
software. All we had to do just put pictures and words into the suitable positions.
The size of the brochure had had already.

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At the first page, I put an image of a THEFACESHOP’s model – Kim Huyn
Joong with the sentence “Leading natural beauty brand from Korea” below. Under
the picture, there is the slogan of THEFACESHOP: “THEFACESHOP understands
the value of health”.

There is a page we used to show brief description of the products set with a
picture of three products. The back page has a picture of nature making viewer feel
fresh and comfortable and the concept that THEFACESHOP often uses “Natural
Story”. Under the picture, we can see the promises of THEFACESHOP and the
address of an Overseas Department in Korea.

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Inside of the brochure, we put images of three products and detailed
descriptions about them. Green is the color tone that we used in our brochure to
create fresh feeling
In general, we believe that our brochure will bring positive effects in
advertising the set of products with techniques and strategies that we used.

2. The techniques and strategies used in the advertisement

In our brochure, we used two main techniques, they are "Providing
testimonial" and "Associating positive qualities with the product (USP)".
Firstly, for the technique of providing testimonials, we used the image of
Kim Hyun Joong at the outside of the brochure. He is a very famous actor and singer
from Korea and he looks directly into camera. Because he is very popular, especially
to young people, so this image will become a point to attract consumer. Potential
customer as well as Kim Hyun Joong 's fan will pay their first attention to this
advertisement. This image is also a testimonial of the products, he endorses the
products, so the consumer might want it too.

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Secondly, we associate positive qualities with the products, as well as the
superiority that is strength of The face shop.
To each individual product, we add the information of kind (cosmetic); uses
(cleansing tissue, cleansing cream and cleansing foam); material (quite made from
natural materials). The material is also the superiority of the product.
Basing on this information, consumer will know the strength of the
faceshop is using natural material and they can consider that the products are good for
health and really worth to try. In addition, we show very lively image of each products,
so the potential customer can know the shape and the size of our products.
Besides, we also use other strategies and these strategies contributed a lot in
the success of an advertisement.
In the faceshop promise, we play on words. Instead of " Tell" or "Bring" ,
we use other words like " Trust " or " Deliver " to bring consumer the impressive
feeling when they read it.
And we have the positioning sentence. It helps consumer got the general
look about the faceshop :

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"THEFACESHOP understands the value of health"
There is one more important strategy, which is the main color in our
brochure. We use light green to bring customer the feeling of nature. This color can
express the superiority of the face shop's products: Very fresh, very natural.
In short, we did not use a lot of techniques and strategies in this brochure,
but we think that it is quite enough for the products like The face shop.

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