About Bluestone
Bluestone is a premium home appliance brand that has built strong consumer trust with durable and convenient products such as air fryers, induction cookers, and blenders. Throughout its journey, Bluestone has always aimed to deliver modern solutions that elevate the lifestyle of Vietnamese families.

Project Background
In 2024, Bluestone officially expanded into the beauty and personal care sector by launching its sub-brand Bluestone Signature. This new category marked a milestone for Bluestone — transitioning from a kitchen appliance brand to entering the hairstyling and beauty market.

More than just introducing new products, Bluestone also unveiled a refreshed, youthful, and modern brand identity designed to win over younger customers who value confidence and personal style.

Challenges

• How to build customer trust in a completely new category?

• How can Bluestone Signature stand out and quickly make its mark in a highly competitive beauty market?

Objectives

• Position Bluestone Signature as a trustworthy, youthful, and reliable beauty brand.

• Strengthen customer confidence in the 6-in-1 StyleProtech HSB-1768 hairstyling device.

• Deliver fresh messaging aligned with modern lifestyles.

• Expand media presence and attract younger target audiences.

• Surpass the defined KPI targets.

Approach
Blivee partnered with Bluestone to launch the Haircare 2024 Campaign – “Shine Your Way”, built on key solutions:

1. Inspiring Message – “Shine Your Way”
   Encouraging women to shine in their own way, spreading soft power and confidence.

2. Diverse Influencer Marketing

• Collaborated with top names such as Miss Universe Vietnam Khánh Vân, Lithubaa, Vy Phạm, Trịnh Nguyễn, Whynotchaos, Yudially, and more.

• Combined celebrity KOLs with micro-influencers to enhance credibility while driving strong viral impact.

3. Authentic & Creative Content

• Product experience videos, hairstyling tutorials, and quick beauty tips.

• Relatable, easy-to-apply content that helps customers see real-life value.

4. Real-time Data Tracking & Optimization

• Measured campaign effectiveness and continuously refined channels and messages in real time to maximize results.

With these efforts, Bluestone Signature has:

• Quickly made its mark in the beauty market despite being a new entrant.

• Built trust as a youthful, modern brand while inheriting Bluestone’s reputation for quality.

• Established a solid foundation for its long-term journey in the beauty & personal care sector.

Results
The campaign delivered impressive numbers: