INTRODUCTION
Background of the research
Love Beauty and Planet offers a vegan product line that is free from animal-derived ingredients and does not engage in animal testing With a focus on eco-friendly ingredients, this brand appeals to consumers who are increasingly shifting towards environmentally conscious products.
Love Beauty and Planet has experienced a notable increase in consumption rates, leading to an expanded profit margin This growth provides a strong foundation for the brand to enhance its product quality.
The concept of vegan products may seem unfamiliar to some consumers, but there is a growing trend towards increased consumption in recent years (Morwitz, 2014) Love Beauty and Planet effectively targets a young demographic through its widespread distribution and engaging marketing campaigns, which help educate consumers about the benefits of vegan products (Satit et al., 2012).
The beauty market features numerous domestic and international brands, with Love Beauty and Planet maintaining a loyal customer base This study assesses the brand's awareness and predicts consumer demand for its product line, enabling the business to develop strategies that effectively meet customer needs and drive sales (Alvarez & Casielles, 2005).
The research employs a quantitative method to assess brand equity and consumption levels of Love Beauty and Planet products This survey aims to estimate the number of consumers familiar with the brand while gathering valuable customer feedback to inform the development of new strategies and innovations for the products (Aaker, 1996).
Problem statement
Love Beauty and Planet aims to enhance its brand equity and increase consumer awareness of its vegan cosmetic products However, the brand faces challenges due to competition from other beauty brands, which limits its visibility in the market If it fails to broaden its recognition, there is a risk that consumers may overlook Love Beauty and Planet when choosing beauty care options To combat this, the brand should implement campaigns focused on promoting its identity and core values, ultimately fostering greater consumer familiarity and preference for its products.
Marketing research objectives
Research topics focus on solving specific goals after:
Understanding and organizing key aspects of brand and brand awareness is essential Evaluating the current level of brand awareness for Love Beauty and Planet involves measuring various influencing factors that contribute to its recognition in the market.
Ho Chi Minh city Orientation and propose solutions to improve the brand awareness of Love Beauty and Planet Learn and systematize issues related to brand and brand awareness
This article evaluates the brand awareness of Love Beauty and Planet in Ho Chi Minh City, identifying key factors that influence it It also proposes strategies to enhance the brand's visibility and recognition among consumers, aiming to strengthen its position against competitors By focusing on promoting brand values, the article seeks to provide actionable solutions to improve overall brand awareness in the local market.
Research methodologies
To gather insights on brand awareness for Love Beauty and Planet, data was collected from various sources, including websites, research papers, and graduate theses A standardized questionnaire survey was conducted in Ho Chi Minh City, targeting young individuals familiar with the brand The quantitative study utilized Google Forms to survey 200 participants, providing a comprehensive overview of consumer awareness and demand for Love Beauty and Planet products The collected data will be analyzed using SPSS, focusing on descriptive statistics and graphical representation to illustrate current consumption trends.
Scope and limitation
Survey participants aged 18 to 28 in District 10, Ho Chi Minh City, are familiar with and have experience using Love Beauty and Planet products This customer feedback is crucial for assessing brand equity, enabling the Research and Development and Marketing teams at Love Beauty and Planet to devise effective strategies.
Despite achieving the research objectives, several limitations persist Firstly, the study is based on a limited sample size of approximately 230, which affects its representativeness and may hinder the generalization of the findings Secondly, there is a scarcity of reliable data regarding unforeseen challenges encountered during the research process Additionally, the lack of existing studies on the topic further constrains the research, as it could have been enriched with relevant statistics.
FINDING AND DISCUSSION
Overview of the chosen company
Unilever, a British multinational company, offers a wide range of food and beauty care products globally With a strong presence in Vietnam, Unilever has become a significant player in the market, attracting consumers who are eager to explore its diverse product offerings.
Love Beauty and Planet, a Unilever brand, promotes vegan products that enhance beauty while minimizing environmental impact Their product range
Focus groups
Sampling is a systematic procedure for collecting data from specific target areas and groups of people participating in a survey After gathering significant data, a list of the target population, known as the sampling frame, is created A probability sampling method is employed, utilizing randomization to ensure that each individual has an equal and independent chance of being selected This approach not only saves time but also reduces costs, as it would be impractical to contact the entire population However, it is important to note that the quality of the data may be compromised, potentially leading to inaccurate results and management challenges.
The research team has identified five focus groups for this study, with the first group consisting of individuals aged 18 to 22 This demographic was chosen because young people possess significant knowledge and preferences regarding cosmetics, making them capable of making informed purchasing decisions based on personal needs Vietnamese youth are increasingly eager to assert their identities by engaging with trend-following brands and products The researchers opted to focus on students rather than middle-aged individuals, as students are more accessible and relatable to the research team, facilitating better data collection (Osman & Jin, 2014) Additionally, adolescents who are active on social media provide valuable insights due to their familiarity with online advertising and current trends (Ogburn, 2015) This initial group is further categorized into three branches based on students from three different universities.
The study targets female students from the University of Foreign Languages and Informatics, the University of Economics, and the University of Technology, emphasizing the necessity of completing research courses to ensure their understanding of survey participation This cooperation is crucial for accurate sampling, as the researchers aim to assess the vegan brand awareness of Love Beauty and Planet among individuals aged 23-28 This age group, which encompasses both graduates and working professionals, is further divided into two focus groups: those employed at Ha Do Centrosa and individuals at Van Hanh Mall in District 10 The concentration of offices, convenience stores, and supermarkets in this area facilitates easier access to survey respondents, reflecting the interest in vegan cosmetics among this demographic.
In different living situations, the level of perception about product types is also affected (Moshrefjavadi et al., 2012).
Data collection
Primary data refers to firsthand information collected directly by the researcher using various tools (Bryman, 2012) In this study, the author utilized questionnaires as the sole method for gathering primary data, creating a multiple-choice survey with approximately 21 questions via Google Forms The survey was then distributed on Facebook, targeting potential consumer focus groups, as this platform is widely used by the target audience Due to the ongoing impact of COVID-19 on public health, the author opted for an exclusively online survey approach To enhance brand awareness, the research team aimed to gather essential insights from primary data sources, focusing on customer information, factors influencing product awareness, decision-making processes regarding product usage, and customer evaluations and desires related to the product.
Natural cosmetic products are defined as those made from ingredients sourced from plants, animals, or minerals, utilizing physical methods such as pressing, extraction, filtration, distillation, or drying, as well as microbiological or enzymatic processes These products must be free from contaminants that pose risks to human health and typically consist of at least 95% certified organic ingredients, as recognized by most certifying organizations Furthermore, the testing of natural cosmetics and their ingredients must not involve animals, ensuring ethical standards in their development.
According to author Jolinda Hackett (2020), vegan cosmetics, often referred to as "vegan beauty," are products that exclude all ingredients derived from animals These cosmetics not only avoid animal-derived components but also ensure that no harm comes to animals during their production.
The current trend in cosmetics goes beyond organic, natural, and cruelty-free products, as vegan cosmetic brands are gaining popularity among environmentally and ethically conscious consumers Love Beauty and Planet exemplifies this movement, striving to establish itself as a fully vegan brand dedicated to promoting animal welfare and sustainability.
Many individuals adopt a vegan lifestyle not only to safeguard the environment but also to embrace a healthier way of living As Tata Harper, a prominent founder, stated, “Cosmetics go after food because they share so many ingredients If the ingredients are digested well, they're also great for applying to the skin” (SOPHIE THANH HUYEN, 2020).
The Love Beauty And Planet has effectively utilized secondary data to demonstrate its success in enhancing brand awareness Central to its brand identity is a strong commitment to social responsibility, which underscores the company's focus on human health and hygiene in its business model.
To achieve the research objectives on customer awareness of Love Beauty and Planet vegan cosmetics, a list of information to be collected and analyzed on the following issues was created:
Between April 19 and April 25, researchers prepared survey questionnaires for a study involving 200 females aged 18 to 28 familiar with the Love Beauty and Planet brand, aiming to assess the impact of its vegan cosmetics on customer awareness The survey was conducted in two stages, starting with focus groups from Ho Chi Minh City University of Foreign Languages and Information Technology, University of Economics, and University of Technology, followed by participants from Ha Do Centrosa and Van Hanh Mall Due to the ongoing Covid-19 pandemic, the research transitioned to online surveys using Google Forms, which proved more convenient than traditional paper surveys Participants could complete the survey in 1 to 2 minutes on various devices, although communication challenges extended the process Over two weeks, the study gathered over 200 samples, with 180 qualifying for data analysis From May 17 to June 6, the team also collected secondary data from reputable academic sources, ensuring a clear and coherent research process.
Data analysis
2.4.1 The type of cosmetics consumed regularly
Body wash Shampoo Body lotion Hand lotion Others
Figure 2.4.1 The type of cosmetics consumed regularly
Research indicates that consumers allocate significant funds towards sunscreen products, which top the spending list, followed by face cleansers and lipsticks Body care items, including body wash, lotion, shampoo, and hand lotion, also see substantial customer purchases Notably, Love Beauty and Planet offers a diverse range of beauty care products, with many being favored by consumers Their product lineup includes body lotion, hand lotion, body wash, shampoo, hair conditioner, and toothpaste, ensuring that customers receive comprehensive care and satisfaction.
2.4.2 Love Beauty and Planet Brand Awareness
Figure 2.4.2 Customer awareness of Love Beauty and Planet
This chart highlights the importance of understanding target customers for businesses to enhance brand recognition With 58.7% of consumers familiar with the product, 34.8% having limited knowledge, and 6.5% unaware, it is crucial for companies to develop a robust branding and communication strategy This approach will enable them to compete effectively against rivals with more appealing products.
Besides, when the survey respondents were asked "Did you know Love Beauty and Planet is a vegan product line?" then the answer “Yes” accounted for a higher proportion of 137 out of
180 samples collected, while the answer “No” accounted for 21.9% of the 180 responses This
A recent survey reveals that a significant majority of customers familiar with Love Beauty and Planet cosmetics recognize the brand as a natural product This indicates that the company has effectively reached its targeted customer demographic.
2.4.3 Priority In Choosing Vegan Cosmetics
Love Beauty and Planet Cocoon
ELF cosmetics The Body Shop Others
Figure 2.4.3 Priority In Choosing Vegan Cosmetics
Our group's survey includes a question about brand awareness When asked, which vegan cosmetic brand do you prefer? Then the outcome is as follows:
• Across a wide range of industries, 47.3% of respondents chose the Love Beauty And Planet brand, a product they are familiar with, as their first choice.
• 35.7% of those polled chose the Cocoon brand, which is affiliated with Love Beauty And Planet.
• The remaining 17% is made up of other products such as the Body Shop, ELF Cosmetics, and others.
Survey results indicate that brand awareness significantly influences customers' purchasing decisions Various factors, including brand familiarity, play a crucial role in shaping these decisions Additionally, online shopping has surged in popularity, especially in the context of the 4.0 era.
2.4.4 Love Beauty Planet Brand Awareness Levels
The following scale can be used to assess brand awareness:
• When it comes to the product, mention it for the first time
• You are unfamiliar with the product
Figure 2.4.4 Love Beauty and Planet Brand Awareness
2.4.5 Brand recognition factors for Love Beauty And Planet
Figure 2.4.5 Brand recognition factors for Love Beauty and Planet
Brand awareness is crucial in the purchasing process and significantly impacts brand strength, as consumers tend to favor well-known brands However, various factors influence purchasing decisions A recent survey on customer brand awareness for Love Beauty and Planet products revealed that 36.7% of respondents prioritize packaging, 29.6% favor fragrance, 15% select based on logo, and 18.7% consider other elements.
Brand awareness is significantly influenced by packaging, as it allows for quick identification among numerous competitors on store shelves Additionally, fragrance plays a crucial role in product selection, with many consumers preferring products that offer a pleasant scent This preference fosters brand loyalty, particularly when the product meets health safety standards set by the Ministry of Health, ensuring it does not cause skin irritation While product names may be similar, a unique logo—often represented through distinctive drawings, textures, typefaces, or symbols—plays a vital role in enhancing public recognition and reinforcing brand identity.
2.4.6 The customers’ thinking about brand name Love Beauty and Planet
Table 2.4.1 Factors in brand awareness that customers can know
Elements of a brand name Number of customers
Easy-to-read brand name 9 40 131
Easy-to-remember brand name 20 55 105
Easy pronunciation Easy memory A meaningful name An impressive name 0%
Figure 2.4.6 The customers’ thinking about brand name Love Beauty and Planet
The survey categorized responses into four groups: easy pronunciation, easy memory, meaningful brand names, and impressive brand names Notably, over 50% of participants agreed that the brand name was easy to read, indicating a strong preference for readability Additionally, more than 20% of responses in each group were neutral, while the remaining responses ranged from 5% to under 20%.
2.4.7 Love Beauty and Planet Product recognition through product packaging
Number of customers Disagreement Neutral Agreement
Packaging provides complete information about the product to consumers
Table 2.4.2 Factors in the perception of packaging that customers may know
Color Aesthetics Completeness Of Product Information 0%
Figure 2.4.7 Love Beauty and Planet Product recognition through product packaging
Research shows that attractive, aesthetic, and informative packaging significantly influences customer purchasing decisions Love Beauty and Planet exemplifies this, with over 160 customers drawn to their products primarily due to the packaging The color of the packaging plays a crucial role, being the most influential factor, followed by aesthetics and product information Thus, effective product packaging is essential in business, as even products of similar quality can attract more customers when presented in beautiful and luxurious designs.
2.4.8 The factors that increase brand equity in advertising
Factors related to product Number of customers
Table 2.4.3 Factors related to product advertising
Im pr ess iv e a dv er tis em en ts
Va rio us ad ve rti sin g to ol s
Su ffi cie nt in fo rm ati on tr an sfe r
Figure 2.4.8 The factors that increase brand equity in advertising
Participants were asked how they understand the brand name and product information, with three options provided: impressive advertisements, various advertising tools, and sufficient information transfer All groups showed a similar level of agreement, with over 65% of respondents supporting each option Neutral responses ranged from under 20% to just under 30%, while the remaining responses accounted for at least 6% and up to around 18%.
Beauty and Planet's social media channels
Figure 2.4.9 Love Beauty and Planet's social media channels (Source: Author)
A survey of Love Beauty and Planet's social media reveals that the Internet is the most effective communication channel, accounting for 76.2% of customer engagement Referrals from friends and family follow closely at 58.2%, fostering trust in purchasing decisions In-store product displays also play a significant role, attracting 45.3% of customers due to their convenience Meanwhile, word-of-mouth and newspaper advertisements have a lower impact, ranging from 35% to 38% Therefore, the company should prioritize online advertising and trial programs to enhance customer reach and build confidence in their products.
Safe for skin Environmental Protection
Figure 2.4.10 Advantages of vegan cosmetics
A recent survey revealed that over 98% of participants prefer products with natural ingredients, highlighting the growing awareness of the health benefits and environmental advantages of natural cosmetics As illustrated in Figure 2.4.10, these products not only offer safety for users but also provide a competitive edge for companies, particularly in popular categories like shower gels, toothpaste, and shampoos This shift towards natural cosmetics represents a significant change in consumer behavior in the Vietnamese market, moving away from conventional products to embrace healthier, eco-friendly alternatives.
Strategy of Love Beauty and Planet products
Figure 2.4.11 The level of spending on buying cosmetics (Source: Author)
Figure 2.4.12 The reasonable price of Love Beauty and Planet products
According to Figure 2.4.11, approximately 50.7% of consumers spend between 300,000 VNĐ and 500,000 VNĐ on cosmetics, indicating a moderate price range accessible to students and working individuals Additionally, nearly 30% of survey participants allocate between 500,000 VNĐ and 1,000,000 VNĐ for cosmetics, reflecting a significant investment in beauty products.
100.000 VNĐ - 300.000 VNĐ 300.000 VNĐ - 500.000 VNĐ 500.000 VNĐ - 1.000.000 VNĐ
Love Beauty and Planet offers products starting at 150,000 VND, making them accessible to a targeted customer base interested in self-care The pricing reflects a reasonable investment for those who prioritize their personal well-being.
With 85.6% of survey participants in Figure 2.4.12 found that the price of the product is reasonable Therefore, the company has launched a very good price strategy, which should continue to be promoted in the near future Create many conditions such as promotions, incentives, vouchers for customers to know more about the product.
2.4.12 The significant differences between products of Love Beauty and Planet and those of competitors
Figure 2.4.13 The significant differences between products of Love Beauty and Planet and those of competitors (Source: Author)
Consumers identify several key elements that set Love Beauty and Planet's products apart from competitors Notably, over 60% of respondents highlight the impressive packaging as a primary reason for their purchasing decisions Additionally, the brand's reasonable pricing distinguishes it in the beauty care market Marketing strategies also play a significant role, with more than half of the surveyed individuals citing this as a factor Furthermore, customer service and product quality are important, accounting for 45% and 36% of responses, respectively.
2.4.13 The reasons for purchasing Love Beauty and Planet
Problems and solutions
After synthesizing all of the survey responses, the writer filtered out the contributing results to help people better understand Love Beauty and Planet products.
To enhance the appeal of Love Beauty and Planet's vegan products, it is crucial to address customer concerns regarding product effectiveness and pricing As the market for vegan cosmetics diversifies, consumers increasingly demand high-quality options Establishing a strong corporate image and ensuring that products meet stringent vegan standards will be essential for brand awareness Companies should focus on expanding cultivation and production capabilities while leveraging Vietnam's natural materials Conducting thorough market research and consumer surveys will aid in refining product offerings and pricing strategies, ultimately aligning with evolving consumer trends Additionally, implementing competitive pricing policies and diversifying product lines to cater to different customer segments will further enhance market presence and drive sales in the burgeoning vegan cosmetics sector.
Consumer awareness plays a crucial role in the recognition of vegan products, as individuals increasingly prioritize not just product quality but also ethical production practices that are environmentally friendly, humane, and health-conscious The vegan lifestyle embodies a commitment to animal welfare, climate action, and sustainable living To enhance awareness of vegan cosmetics, it is essential to educate consumers about the importance of environmental and animal protection Current vegan cosmetic lines utilize eco-friendly packaging that promotes reuse and recycling, thereby contributing to reduced plastic waste and harmful chemicals By informing consumers about the environmental impact and the benefits of limiting animal-derived products, we can foster collective efforts to safeguard the planet and its animals Providing clear, comprehensive information about vegan cosmetics, along with direct sales that feature certified labels, will further reassure consumers of their quality and advantages.
Love Beauty and Planet can enhance consumer awareness of vegan cosmetics by developing an engaging minigame that tests knowledge in this area Additionally, it's crucial for the brand's slogan to be trendy and concise, making it memorable and impactful for a targeted audience By crafting an effective tagline, Love Beauty and Planet can leverage word-of-mouth marketing to further promote its mission and values.
RECOMMENDATIONS AND CONCLUSION
Recommendations
To effectively extend your brand through online media, it's crucial to establish clear and manageable goals, such as the frequency of posts, the platforms used, response times to customer inquiries, and the volume of content produced High-quality writing is essential, as it significantly impacts audience engagement and brand visibility Ultimately, the relevance and connection of your content play a vital role in enhancing your brand's reach over time.
Marking techniques and strategies have evolved significantly over the years, necessitating that advertisers stay adept with a continually changing landscape To enhance effectiveness in Online Media Marketing, creating a social media schedule is crucial This allows advertisers to organize their ideas clearly and avoid redundancy Additionally, content calendars help in making informed decisions regarding what and where to post.
Conclusion
In conclusion, the survey highlights the need for Love Beauty and Planet to enhance its brand equity, particularly by raising consumer awareness of its organic ingredients The focus groups targeted local customers, providing insights that will help the brand expand its presence in the beauty care market While many consumers are loyal to the products, there remains a significant portion who have yet to try them Therefore, it is crucial for Love Beauty and Planet to develop strategies to increase consumption rates The research also sheds light on customer behavior, enabling the company to gauge brand recognition and product usage To effectively serve its customers and grow its business, it is recommended that the company invest in more advertising to promote awareness of its brand and vegan offerings.
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