FACT SHEET

Comfort has been around in Vietnam for almost 14 years and is now a household name. More than half of Vietnamese households have tried or used Comfort products over the last 12 months. Comfort One Rinse (CF1R) was launched in 2007 and is now the key contributors of Comforts turnover. Also in the Comfort product portfolio are: Comfort concentrate (Blue

Concentrate & White concentrate for sensitive skin); Comfort One Rinse (Blue and Green);
and Comfort Sensorial with 4 variants. While Comfort sensorial variants are in fact one rinse, they proposition focuses on its essential oil, thus, the aroma-therapeutic benefit of uplifting the mood. Comfort targets all Vietnamese women who are 18-50 years old. Most of them are married with kids, living across Vietnam, and wants to do the best for their family. It is estimated that 1/3 of all urban and rural households use CF1R.

Comfort brand team has been consistently driving one rinse to change Vietnams rinsing
habit over the last 7 years via both ATL and BLT supports, with several PR campaigns and demo. While CF1R is selling well, the one rinse behavior is not yet widely adopted. The latest campaign is the cooperation with the Ministry of Natural Resources and Environment, Qu 1 t m3 nc.

CHEAT SHEET
Teams are encouraged to go out and talk to CF1R users who rinse 1x time (or reduced rinse times) and who rinse 3x times and understand what the differences between them are. Who are they? Why do they rinse the amount of times that they do? Whats the reason why buy the products? Teams needs to be focused on defining the target audience for their campaign. Would

they be in urban or rural? Should you focus on changing behaviors of current users, or
recruit new users? This would guide the big idea, and the communication channels. Key question to answer: What stops users from reducing rinse time? Teams should note that only ONE big idea with execution plan at a high level is needed. A full plan that encompasses several channels with detailed execution will only be required in phase 2. Team should focus on presenting the idea in a short and simple way rather than trying to

use too many distracting illustrations.

Teams can Google for online articles to understand about Comfort One Rinse.

GOOD LUCK!