FINAL REPORT THE COCOON ORIGINAL PRINCIPLE OF MARKETING

UNIVERSITY OF ECONOMIC AND BUSINESS BUSINESS ADMINISTRATION - - FINAL REPORT: THE COCOON ORIGINAL PRINCIPLE OF MARKETING COURSE: 212_BSA2002 E*4 TEACHER: TS.GV ĐÀO CẨM THỦY ThS HOÀNG ĐÀM LƯƠNG THÚY NAME: LÊ THỊ QUỲNH TRANG STUDENT CODE: 20050371 DATE OF BIRTH: 18/07/2002 CLASS: QH-2020-E QTKD-CLC Hanoi – 06/2022 TABLE OF CONTENTS I INTRODUCTION COMPANY DESCRIPTION The Cocoon Original Vietnam is a natural vegan Vietnamese cosmetic brand Cocoon belongs to Nature Story Cosmetic Co., Ltd – Vietnam Cocoon products are completely natural and are committed to not testing on animals Cocoon is noted for being one of the first Vietnamese firms to follow the world's most popular vegan cosmetic trend in recent years A Cocoon’s History 2016: Cocoon officially launched its first products in the context of poor local quality products along with the overwhelming foreign competitors 2019: Cocoon officially launched to users with two main products: squash extract and pomelo peel extract, which specializes in treating acne and fading dark spots At this time, Cocoon began to receive a lot of acceptance from consumers 2020: Cocoon was certified “not tested on animals and vegan” by the global animal welfare organization PETA In 11/2020, Cocoon officially became the first Vietnamese brand to be approved by The Leaping Bunny program of Cruelty-Free International B The meaning of brand’s name - Cocoon is the "home" of little caterpillars, going through the moulting process and then turning into a stunning butterfly From that sense, Cocoon means "home" to nourish the skin and hair of Vietnamese people to help them become healthier and shiner (The Cocoon Original Vietnam 2021) • Cocoon clearly affirms its position in the hearts of consumers through commitments - Cocoon buys all-natural components directly from local farmers and combines them with imported active substances, vitamins, and backdrop systems to create 100 percent clear origin ingredients Cocoon develops 100% vegan cosmetics by employing elements produced from plants of clear origin rather than materials derived from animals C Mission statements: “Vegan cosmetics - for pure Vietnamese beauty” According to Cocoon’s statement, the company permits to combine the advantages of Vietnamese plant ingredients with scientific knowledge to produce cosmetics that are not only safe but also effective for every skin type The arduous journey to beauty will always have Cocoon as a companion (The Cocoon Original Vietnam 2021) D Principle of Cocoon: 100% of ingredients are of clear origin and are safe for the skin: all ingredients in the products have documents proving their origin from domestic and foreign material suppliers All products are researched for 12 to 24 months before being put on the market, tested to pass tests for microbiology, pH, irritation, stability over time, temperature, and humidity 100% vegan: not use ingredients derived from animals, but instead apply and maximize the potential of active ingredients, plant extracts without the support of ingredients that have an animal origin 100% never tested on animals: Cocoon cosmetic formulations are researched and tested using laboratory tests or on volunteers Moreover, the raw material suppliers also commit not to test on animals during the research and production of that material, not to perform tests on animals such as rabbits, mice, fertilized egg yolks, PRODUCT DESCRIPTION A Function and Feature Cocoon claims that with the use of natural ingredients, their products will be sold with excellent quality and fulfil Vietnamese customers’ beauty satisfaction (The Cocoon Original Vietnam 2020) Four product lines are skincare, body care, lip care, and hair care products Cocoon permits users to have healthy, youthful, acne-free skin and vibrant hair and protect the skin from irritation As stated on Cocoon’s homepage, the company aims for great experiences and the health of Vietnamese customers’ skin (The Cocoon Original Vietnam 2021) Cocoon has main categories of their products: Skincare Body care Haircare Lip care Cleansing oil Hand soap Hair tonic Lip balm Micellar water Shower gel Hair serum Lip scrub Cleanser Body polish Toner Body lotion Face polish Serum Cream Mask B Overview of Packaging Cocoon’s designs always aim to spread the message of the environment and Vietnamese cultural values All packaging is made of eco-friendly paper, bottles are recyclable and no plastic film Their packaging can be recycled since it is environmentally friendly and made without any plastic materials included In addition, there are regular programs to exchange old bottles for new products Moreover, Cocoon also uses the Vietnamese wood carving culture on the logos of ingredients such as winter melon, coffee, sa-chi and pomelo The delicate combination between cultural significance and environmental message creates Vietnamese products that are both environmentally friendly and pure Vietnamese C Market share Cosmetic companies have been dominating the market in Vietnam, according to a survey from the Society of Cosmetics of Ho Chi Minh City Foreign, with over 400 foreign cosmetic firms operating presently, accounting for 90% of the Vietnamese market share The market share is mainly held by some foreign firms such as Loreal, Shiseido, Clarins Only 10% of the market share is for domestic enterprises like Cocoon mainly in the low-end segment D Brand awareness Cocoon is considered a domestic rising enterprise in the national beauty industry (Tuổi Trẻ Online 2021) The reason provided for this recognition was that consumers nowadays focus more on moral and eco-friendly practices than just ideal quality when purchasing products (Passport 2020) Following that perception, Cocoon is the first Vietnamese brand to achieve the PETA global animal welfare organization's vegan and animal-free certification (Cocoon 2020) As a result, Vietnamese consumers claim that they felt Cocoon is more moral and reliable when applying its product to their skin (VTV News 2020) This means that Cocoon now gradually increases in customers' recognizability and gains their trust TARGET MARKET 3.1 Segmentation Segment Segment 1: Teenagers Demographic Characteristics Age: 13-19 Gender: unisex Income: low, middle Nationality: Vietnamese Psychograp hic Characteristi cs Behavioural Characteristics Social class: low, The benefit sought: middle, high Safe Skin: brightening skin, Hobbies: selfacne prevention care, experience, awareness Lifestyle: active, healthy, closed life, social, trendy Hair: get rid of dandruff, hair restoration and care Body: Moisturize skin Lips: Moisturize Usage rate: medium to high User status: firsttime users, occasional users Loyalty Status: Medium Geographic Characteristics Nationwide, mostly are urban and suburban areas Segment 2: Young Adults Age: 20-35 Gender: unisex Income: low, middle, high Occupation: housewives, workers, beauty bloggers, models Nationality: Vietnamese Social class: low, The benefit sought: middle, high Safe Skin: brightening skin, acne prevention, Hobbies: selfrestorative, care, revitalizing skin experience, Hair: get rid of awareness dandruff, hair restoration and Lifestyle: care, stimulate hair environmenta l growth awareness, Body: Moisturize active, healthy, skin, smoothing, closed life, revitalizing skin social, trendy, Lips: Moisturize living green Nationwide, mostly are urban and suburban areas Usage rate: medium to high User status: first-time users, occasional users Loyalty Status: Medium to high Segment 3: Middle-Aged Adults Age: 35-50 Gender: unisex Income: low, middle, high Occupation: employees, housewives Nationality: Vietnamese Social class: low, The benefit sought: middle, high Safe Skin: brightening skin, acne prevention, Hobbies: selfrestorative, care, revitalizing skin experience, awareness Lifestyle: active, healthy, closed life, social Hair: get rid of dandruff, hair restoration and care, stimulate hair growth Body: Moisturize skin, smoothing, revitalizing skin Lips: Moisturize Usage rate: medium to high User status: firsttime users, occasional users Loyalty Status: Medium to high Nationwide, mostly are urban and suburban areas 3.2 Targeting Cocoon targets customers in the "young adults" segment because the demand of this segment in Vietnam is large According to a survey by Q&Me (2020) about the usage, consumption, and trend of the Vietnam cosmetic market 2020, Cosmetic usage habits have differences between age, income, and area More than 86% of those polled frequently use skincare products, and around 40% of women over the age of 23 take care of their skin daily Women between the ages of 15 and 39 is roughly 11 million, account 40% of the female population so this market segment is very fertile and full of potential Women in large cities are also willing to spend more on skincare and cosmetics, according to the poll The group of 2329 years old pay the highest skincare spending That shows that the potential of the segment for “young adults" is undeniable Moreover, according to Tomorrow Marketers (2021), the trend of green living and environmentally friendly beauty is spreading and receiving the attention of Vietnamese people, especially young people The current beauty trend is eco-friendly solutions such as recyclable materials, “natural” design to safeguard nature and the environment and encourage sustainable living The potential market and advantages of eco-friendly products suitable for the young adults’ segment interest is the profitable targeted segment of Cocoon II MARKETING ENVIRONMENT ANALYSIS MICRO ENVIRONMENT 1.1 Suppliers The company mostly focused on natural ingredients Their slogan is “100% Vegan” so they would never use any ingredients and transport processes that are related to animals Cocoon only use the extract from plants as their main resources which are bought directly from the local farm or farmers in Vietnam Cocoon only chose provinces that are famous for their local speciality to ensure the input is high quality They never buy from small farms from other places to gain more profit For example, they bought coffee from Dak Lak province, turmeric from Hung Yen province, rose from Cao Bang province, Winter Melon and Pomelo from farms (The Cocoon Original Vietnam 2020) Since Vietnam is a country with a strength of fruit trees, the fruit’s price in Vietnam is low-cost Vietnam is also a nation with a combination of the subtropical climate and tropical climate that provides favourable conditions to grow coffee, the price of coffee is low-priced Not only Vietnamese ingredients are used, but Cocoon also imports ingredients like Vitamin, active elements from France, Japan, Germany, etc In addition, Cocoon only partnered with suppliers who guaranteed that their progress is cruelty-free and under Leaping Bunny’s standard and approval Many prestigious suppliers enter into partnerships with Cocoon, such as kewpie, Ajinomoto, Nikkol Group,etc 1.2 Marketing Intermediaries • Reseller: Since Cocoon does not have official retail stores itself, Cocoon does not have official retail stores itself, its products mostly are sold through over 300 points in national cosmetics distribution systems on both online and offline platforms Resellers have a great contribution in helping Cocoon to reach more target customers Cocoon has appeared in various retailers such as Guardian retail chain, Watsons, Skinfood World, Garden Lixibox and Hasaki In addition, Cocoon also has its official store on some well-liked online shopping platforms like Shopee, Lazada, Tiki, and Sendo According to the report “Vietnamese cosmetics trend 2020” (Qandme.net), 73% have used E-commerce to buy cosmetic products due to reasonable pricing, rich reviews, and truthful feedback Thus, e-commerce has become one of the most well-known channels for beauty categories Financial intermediaries: Cocoon made a return and warranty policy through Fanpage Cocoon.vn, pricing support policy 1.3 Customers The target audience is young people between the ages of 18-30, who are beauty lovers, want confidence to express themselves They have income and have control of their decisions Consumer markets are individuals purchased for their own purposes, such as; treatment of acne, skin white, hair smoothing,…The company has policies to support Pr, promote sale, exchange goods for convenience - Resellers markets: dealers, retailers buy many products for profit - International markets consists of these buyers in other countries, who buy products via network or purchase orders directly sent to the company 1.4 Competitors In marketplaces, Cocoon’s marketers must be aware of both direct and indirect competitors’ advantages in creating relationships and gaining attention from the same target audiences • Direct competitors: There are several brands also from Vietnam such as Sao Thai Duong (haircare), Thorakao (skincare), Vedette, etc that produce similar products as Cocoon However, Cocoon is the first Vietnamese brand to proudly receive ELLE’s prize ‘Made in Vietnam product of the year’ with Dak Lak coffee body polish Sao Thai Duong is a 19-year-old brand and Thorakao is a 60-year-old brand while Cocoon is only years old This actively demonstrates that Cocoon is a fast-growing and potential beauty brand Compared to Sao Thai Duong and Thorakao, Cocoon’s packaging is more eco-friendly Even when Cocoon is getting flavoured by customers, this small brand from Vietnam has many great foreign competitors such as L’oreal, Unilever, Shiseido, etc which are long-standing and big companies They are all multi-brand companies, have various categories of products, and have entered the beauty marketplace for years Cocoon’s weakness is that it is a small company and has limited types of products • Indirect Competitors: In Vietnam, spas which have been more popular in recent years, provide different products and services but still satisfy customers’ desires At a spa, customers have paid for services to take care of their skin, therefore, they will not buy skincare products Cocoon also has products for hair growth which are extracted from pomelo To wait for the result, customers must be patient in using the products for months to grow hair Instead of this method, some people would like to hair extensions at hair salons where they can have their long hair within a day 1.5 Publics Financial publics affects the company’s ability to obtain funds - Media publics: + This group carries new, features and editorial opinions, help Cocoon to consumers by the media Cocoon has appeared in many digital newspapers and magazines such as Elle vn, vtv vn, vnexpress, Most of the news which is written about Cocoon mentioned how Cocoon made a revolution of vegan cosmetics and using cruel- ty production progress + VTV.vn which is a prestigious national television channel’s digital newspaper has written that Cocoon is the first brand to produce 100% vegan products in the beauty industry in Vietnam + For example, the company launched its “ Kham pha Vietnam” campaign starting in August 2020, which is aimed at introducing new product lines from Cocoon throuh minigame deplo For exmple, the company launched its “ Kham pha Vietnam” campaign starting in August 2020, which is aimed at introducing new product lines from Cocoon through minigame deployed on Cocoon’s Facebook fanpage - Government public: marketer must often consult the company’s lawyers on issues of product safety, truth in advertising, and other matters - Citizen-action publics: Marketer offer consumer tastes surveys about Cocoon product, connect to customers through product reviews, answer their question to keep in good relationship with customers - Local public: The company often has holiday show discounts, minigames giving present to winner player, while asking participants to comment and tag friends to the post to create customer interest - General public: Influencers now become the main factor to influence customers’ buying decisions According to the report “Key Opinion Leaders: Influencing retail decisions in Vietnam” (vietnaminsider And legitimate Business legislation includesThey), nearly ⅔ of web surfers of all generations in Vietnam have reacted with at least one influencer online by liking, following or commenting on their online posts By understanding the influence of KOLs, Cocoon has partnered with many famous beauty gurus to not only review their products but also post content with Cocoon products on their social media KOLs, celebrities, and influencers have a strong influence on people By using Cocoon products, influencers can help to spread the message from the company to users that animals are innocent, they deserve love and care - Internal public: The company has many entertainment activities for its employees to indulge in creating new products Organize training classes and have good policies for employees( insurance policy, holiday bonuses,etc ) to work more actively, more efficiently Contributing to the increase in product sales and corporate revenue MACRO ENVIRONMENT 2.1 Demographic Environment: According to the Population Pyramids Net 2020, Vietnam's main population falls between the ages of 15-44 which are Cocoon’s target customers It implies that the best age for Cocoon's segment is Generation Y and early age Z As a result, a bigger populace of these two ages portrays the possibilities for Cocoon to prosper and achieve massive sales Moreover, medical care merchandise was spent more than 12 million VND per family and it is anticipated to reach around 24 million VND in the following 10 years (Passport 2019) This implies that consumers could be more liberal in buying unnecessary items, particularly when it is related to beauty and medical care (Passport 2019) The growing health and beauty interest is a decent sign for 10 For Cocoon's marketing strategy, this brand has taken advantage of the social networking platform to organize minigames, giveaways, discounts or just share beauty secrets, to attract customers, inspire inspire or reward winning customers The campaign "Yêu từ lần đầu tiên" took place in March 2022, Cocoon uses Social Media through attractive Minigames on the main Facebook Fanpage with easy playing rules, aiming to introduce and review products for new customers and give gratitude gifts to those who have used them With these easy games, Cocoon's Marketing strategy has received a lot of attention and participation from everyone From there, increase interaction for the company's Fanpage Cocoon's Marketing strategy has been successful in attracting new customers and grateful to old customers and has a strong viral effect In addition, also introduce products, information on discounts, Influencer Marketing Currently, with the development of the Internet and social networking sites, Influencer Marketing is becoming an effective form of Marketing used by many famous businesses and brands to advertise products or services to customers potential With the trust of the public as well as the followers, Influencers have a positive impact on consumers' perception of brands and products, influencing consumers' purchasing decisions 16 With Cocoon's marketing strategy, this vegan cosmetics company has cooperated with famous Beauty Bloggers such as Trinh Pham, Vo Ha Linh, rapper Suboi, Makeup Artist Quach Anh, etc Thanks to the cooperation with Influencer, Cocoon brand name has spread more widely, attracts customers and is trusted by customers Cocoon also launched an advertising campaign for a collaboration product with female rapper Suboi called: "Queen"' on October 20, 2021 ( Apendix With the spirit of "Quality from the inside out" as a cheer For girls who are always confident in themselves, Cocoon and rapper Suboi have officially launched the "Queen Quality" collection including exfoliating products for body and lips from pure Dak Lak coffee This collection is beautifully designed with striking hot colors and the inspirational character symbol Suboi prominently printed on the packaging Positioning the vegan cosmetic brand "Made in Vietnam" Cocoon has used pure Vietnamese ingredients such as squash, Dak Lak coffee, Ben Tre coconut oil, Cao Bang rose, etc to include in the list of beauty ingredients and products of Cocoon This has helped Cocoon become really different in the Vietnamese market 17 From hair conditioners to cleansing gels or exfoliants for the skin, just using it, users will feel familiar ingredients in Vietnamese provinces through their distinctive and pleasant scents such as coffee, rose, etc Therefore, Cocoon's products are effective for users from Vietnamese skin to hair, Cocoon has become a familiar name in the beauty world, with extensive coverage of more than 1,000 systems and cosmetic stores large and small in the country RECOMENDATION Youtube marketing: - Youtube is popular with Internet users all around the world People access Youtube for relaxing, learning, having knowledge about cooking, skincare, etc - Although many KOLs review some of Cocoon's products on Youtube and those videos received lots of attention and reactions, Cocoon's official has only 156 subscribers For a brand account that opened for a year, that is a bad figure Cocoon Youtube channel - It will be wonderful if Cocoon uses their Youtube account to comment to clear up the queries on KOLs' videos, both for good reviews or bad reviews It makes customers have a good view of Cocoon and want to try Cocoon's products Have a points system: - The point system focuses on the principle that the more you spend, the more points you earn Every time a customer makes a purchase, they will get a number of points based on their total bill That method makes the customers who bought products from brand will buy more time to get many points and change the points to gift or voucher 18 - Many cosmetics brands and fashion brands use that method such as Innisfree, The North Face, etc They have Member's Day, a special price for members as saying "Thank you for choosing us!" Innisfree sale off selected item in member’s day (Photo: Facebook Innisfree Vietnam) - More customers will choose Cocoon and turn back to Cocoon if Cocoon makes an shopping mobile app and allow them to get points every time they shopping in the app or shopping at showroom and tell to staff their number phone Sales promotion: - According to survey ( Appendix 8), most people say that they will choose Cocoon if Cocoon has more sales promotions in the future - Discounts will keep customers interested in the brands Customers have the tendency to buy more than normal when brands sale off their products - Cocoon can sale off on the special days of months such as 6/6, 11/11, etc, and special days in years such as 8/3, 14/2, etc Collab with other brands: - Brand x brand collaborations are when two or more businesses team up, create something unique and exclusive for a campaign, and help each other grow in the process - When brands come together to form partnerships, they bring their fan base Basically, this can double the brand's audience because they are associated with the second set of fans of the partner company - Many brands used this method and succeeded such as Vans x Harry Potter, Louis Vuitton x Supreme, The Face Shop x Trolls, - Cocoon can collab another brand to produce new products that have Cocoon and that brand's nature Besides that, Cocoon can collab with the characters of cartoons, movies for interesting customers Sponsor other campaigns, projects, events: - Brands will usually sponsor some events so that they can directly reach your qualified target group during the event, and event participants will view the brand with a positive attitude 19 - Cocoon should keep being a gold sponsor, diamond sponsor,… of many projects, events in the future to spread the name Cocoon to many customers Cocoon was the diamond sponsor of Marketing Arena 2021 Contest (Cre: Facebook) Marketing Campaign: • Big Idea: Promote the target audience to make them trust that Cocoon will be a friend, brand, solution, helping you to add a meaningful action into your daily skincare routine that strongly commits to fight against animal testing and cherish the Vietnamese skin by the local harmless natural ingredients with the affordable price • Key message: “BE A HUMAN USER” • Objective: Because Vietnam does not have a strict policy to protect animals, also, the country is rated one of the worst-performing countries in Asia in terms of policies and laws to protect animals (Quy 2020) The government has not seriously considered and educated the population about protecting animals, due to that reason, a very small number of cruelty-free campaigns within the country Consequently, Vietnamese people not have much information about cruelty-free and vegan products Thus, the campaign is launched to raise awareness about cruelty-free situation in Vietnam as well as promoting Cocoon as a credible Vietnamese brand that commits to fight against animal testing and cherish Vietnamese skin by harmless natural ingredients In addition, the campaign connects with the statement of the brand Creative Brief Background Client: Cocoon Vietnam Product: Skincare products Overview Campaign: Be Kind Look Kind 20 Opportunity: Emotional Campaign Drivers Audience Gain awareness and increase the sales volume Target audience: Young women Appeal: Focus on providing more knowledge about cruelty free for young Vietnamese women and promote the brand as caregivers which wants to cherish Vietnamese skin and protect animals Competitors Nau nau Tone Gentle, reliable, friendly Message “BE A HUMAN USER” Visual Using new images, posters, KOL’s social posts Details 3-months Media selection: • Be more visible on the Internet Recently, social media showed its essential role in marketing and becoming visibility on those platforms will increase brand awareness (Raymia 2019) Since our campaign requires posting contents and announcements, such as the campaign video and minigame, via social media to gain engagement and capture the attention as well as interest of the target customers, optimizing the brand's pages is crucial First of all, the Facebook page of Cocoon cannot be found by the keyword 'cocoon' Moreover, the official channel of the brand should also be invested more since besides Facebook, Youtube is also used by 92% of people (Kemp 2021), which is a big opportunity for Cocoon to be noticed by their target customers if they become more visible Currently, there are only 163 subscribers on the channel that might be a result of the long searching keyword the brand is using Cocoon should optimize their keywords so that the customers can find the page easier, considering using investing in SEO is recommended • Media KOL: - Giang Oi: Giang Oi was chosen to receive Cocoon Vietnam's products and she uploaded a video to show the review on Youtube In the vlog, she mentioned a non-testing on animal element of Cocoon and gave a clear opinion about skincare products in several product lines According to an analysis of Nox Influencer, this video has had around 182 thousand views and 99.2% of the viewers like the video (Nox Influencer 2021) These numbers can be 21 contemplated as a positive result, thus, Giang Oi should participate in the campaign 'Be Kind Look Kind' - Hello Tong: Hello Tong is considered as Vietnamese influencer who has green lifestyle She earned many achievements within her career path She is the founder of The Yên Concept - a plant store, co-founder of Lai day refill station a household brand for people having interests in a green and sustainable way of life and Sống Foundation an environmental conservation organization The core value of Helly Tong's business is a combination of art and education to touch the hearts and minds of people (Huy Nguyen_2021), which completely matches with the message "Be a humane user' of this campaign • Video content & Minigame: The two chosen influencers Helly Tong and Giang Oi would appear in the video to answer questions relating to cruelty-free cosmetic products and share the information of Cocoon Vietnam The cruelty-free factor and love for animals would be emphasized within the video by recording scenes in which Helly Tong and Giang Oi interact with species such as rabbits and dogs because those familiar species are used in cosmetic tests (Cruelty-Free International n.d.) In addition, a minigame is mentioned at the beginning, the rules and steps of the minigame would be delivered at the end of the video The length of the video is approximately less than minutes In the last month of the campaign, the names of 10 winners would be released on Facebook and Instagram of Cocoon Vietnam Appendix 12 shows the present box that the winners would receive V CONCLUSION Cocoon certainly makes good progress in Vietnam Utilizing its technological advantages, Cocoon shows that the company is successful in delivering its value proposition to customers With the permission of preserving all the essences of natural ingredients, Cocoon builds strong reliability with Vietnamese consumers by 100% vegan products It not only offers environmentally friendly items with reusable packaging and no animal testing, but it also caters to Vietnamese 22 customers' most pressing problems and needs: skin improvement and safety Furthermore, Cocoon's success was greatly due to its focus on consumer behaviour and cultural understanding Cocoon demonstrates that they value national identity by launching various product lines employing Vietnamese ingredients on a regular basis, boosting brand recognition and reinventing the concept of a local product for Vietnamese customers: Vegan cosmetics for pure Vietnamese beauty (ELLE.vn 2021) VI REFERENCES The Cocoon Original Vietnam 2021, homepage, viewed August 2021, http://cocoonvietnam.com/ Raju Kale, R & Deshmukh, R 2020, 'Vietnam Skin Care Products Market is Expected to Reach $1,922.4 million by 2027—Allied Market Research', Allied Market Research, August, viewed August 2021, https://www.alliedmarketresearch.com/vietnam-skin-care-products-marketA06729 The Cocoon Original Vietnam 2020, ‘Cocoon chứng nhận "không thử nghiệm động vật chay " tổ chức PETA’, The Cocoon Original Vietnam, viewed August 2021, http://cocoonvietnam.com/cocoon-duoc- chungnhan-khong-thu-nghiem-tren-dong-vat-va-thuan-chay-boi-to-chuc-peta VTV News 2021, 'Việt Nam – Điểm đến hấp dẫn thương hiệu mỹ phẩm, chăm sóc sắc đẹp ngoại', Báo điện tử VTV News - Đài Truyền Hình Việt Nam, 20 January, viewed August 2021, https://vtv.vn/tieu-dung/viet-nam-diem-den- hapdan-cua-thuong-hieu-my-pham-cham-soc-sac-dep-ngoai20210120105655792.htm ELLE Beauty Team 2021, ' Cocoon – “Mỹ phẩm chay cho nét đẹp Việt” ', Tạp chí Phái đẹp ELLE, 26 March, viewed August 2021, https://www.elle.vn/tin-lam-dep/cocoon-my-pham-thuan-chay-cho-net-depthuan-viet Chung Thủy 2021, ' Covid-19 khiến 1,1 triệu lao động Việt Nam thất nghiệp tháng đầu năm 2021', Báo Điện Tử Đài Tiếng Nói Việt Nam, July, viewed August 2021, 23 https://vov.vn/xa-hoi/tin-24h/covid-19-khien-hon-11-trieu-lao-dong-viet-namthat-nghiep-trong-6-thang-dau-nam-2021-871642.vov The Cocoon Original Vietnam n.d, ' Hiện tượng mỹ phẩm chay Cocoon Việt Nam ', Brands Vietnam, viewed July 2021, https://www.brandsvietnam.com/20676-Hien-tuong-my-pham-thuan-chayCocoon-tai-Viet-Nam? fbclid=IwAR2bBbdSGlPTQGPK7KvKeOayou50JD52Fp_p47tL1Y08CaWxP_7Iozegtc Anh Nguyet 2021, 'Cocoon Vietnam – Từ mầm xanh làm đẹp đến giải thưởng danh giá ELLE Beauty Awards 2021', Beauty Care Expo, May, viewed July 2021, https://beautycarexpo.com/cocoon-vietnam-tu-mam-xanh-lam-dep- dengiai-thuong-danh-gia-tai-elle-beauty-awards-2021/?fbclid=IwAR3i8YUetPc5TbapoAf3P2M9o6rGoAiRjAohzEr0ZvAvSc5de9o9Gg406o Q&Me 2019, 'Báo cáo thị trường mỹ phẩm Việt Nam 2019', Q&Me, viewed July 2021, https://qandme.net/vi/baibaocao/bao-cao-ve-thi-truong-my-pham- vietnam-2019.html Tomorrow Marketers 2020, 'Tác động KOLs tới thị trường mỹ phẩm Việt Nam', Tomorrow Marketers, blog post, 28 February, viewed July 2021, https://blog.tomorrowmarketers.org/tac-dong-cua-kols-toi-thi-truong-my-phamtai-viet-nam/ Tomorrow Marketers 2021, 'Tổng quan thị trường mỹ phẩm Việt Nam 2021', Tomorrow Marketers, blog post, 25 June, viewed July 2021, https://blog.tomorrowmarketers.org/tong-quan-thi-truong-my-pham-viet-nam2021/ Minh Hoàng 2021, 'Xu hướng sống xanh giới trẻ ủng hộ', Sài Gòn Tiếp Thị, January, viewed July 2021, 24 https://translate.google.com/translate? sl=vi&tl=en&u=https://www.sgtiepthi.vn/xu-huong-song-xanh-duoc-gioi-tre-ungho/ Brands Vietnam 2021, ‘Cocoon – mỹ phẩm Việt góp mặt danh sách không thử nghiệm động vật Leaping Bunny’, Brands Vietnam, 29 November, viewed 16 July 2021, https://www.brandsvietnam.com/21162Cocoon-my-pham-Viet-dau-tien-gopmat-trong-danh-sach-khong-thu-nghiemtren-dong-vat-cua-Leaping-Bunny? fbclid=IwAR2ngbzdKyKHTqiD59Fs3rjbJD47AFFols1SfYYC3SUDUlAQOflxIj wh8 Sw VTV News 2021, ‘Cocoon - Tiên phong xu hướng mỹ phẩm chay Việt Nam’, Báo điện tử VTV News - Đài Truyền Hình Việt Nam, 17 October 2020, viewed August 2021, https://vtv.vn/goc-doanh-nghiep/cocoon-tien-phong-xu-huong-my-pham-thuanchay-tai-viet-nam-20201016104903692.htm Cocoon Vietnam 2021, Về chúng tôi, Cocoon Vietnam, viewed 15 July 2021, http://cocoonvietnam.com/ve-chung-toi Populationpyramid.net., 2021, Population Pyramid in Vietnam 2020, viewed 30 July 2021, https://www.populationpyramid.net/viet-nam/2020/ TUOI TRE ONLINE 2021, ‘Tăng trưởng GDP năm 2021 giảm từ 1- 1.5%’, TUOITREONLINE https://tuoitre.vn/tang-truong-gdp-nam-2021-co-the-giam-tu-1-1-5202107291225273.htm Cocoon Vietnam 2021, COCOON - Mỹ phẩm chay - cho nét đẹp Việt, Cocoon Vietnam, viewed Aug 2021, < http://cocoonvietnam.com/ve-chung-toi> ELLE Beauty Team 2021, ‘COCOON – “MỸ PHẨM THUẦN CHAY CHO NÉT ĐẸP THUẦN VIỆT”, ELLE Vietnam, 26 March, viewed Aug 2021, 25 https://www.elle.vn/tin-lam-dep/cocoon-my-pham-thuan-chay-cho-net-depthuan-viet The Body Shop 2021, ‘WHY AREN'T ALL OUR PRODUCTS VEGAN?’, The Body Shop, viewed Aug 2021, https://www.thebodyshop.com/en-us/about-us/brand-values/vegetarian-andvegan/a/a00014 Love Beauty And Planet 2021, vegan haircare and vegan beauty checklist, Love Beauty And Planet, viewed Aug 2021, https://www.lovebeautyandplanet.com/us/en/editorial/your-vegan-beautychecklist.html VII APPENDICES 26 Appedix 1: Cocoon is the first Vietnamese brand to achieve the PETA global animal welfare organization's vegan and animal-free certification Appedix 2: Suppliers for Cocoon (Brands Vietnam 2021) Appedix 3: Cosmetic consumption trends in Vietnam 2020 (Q&Me) 27 Appedix 4: Cocoon - Pioneering the trend of vegan cosmetics in Vietnam 2021 Appedix 5: Population Pyramid in Vietnam 2020 Appedix 6: Middle Class Households in Vietnam 2018/2030 28 Appedix 7: Daily time spent on media at Jan 2021 – We are social Appedix Appedix 9: Product line of Cocoon 29 Appedix 10: Share of female facebook user in Vietnam ( Statista Research Department 2021) Appedix 11: Product and price of Nau Nau comestic Appedix 12: Gift box of Cocoon Vietnam, 2021 30 ... at the beginning, the rules and steps of the minigame would be delivered at the end of the video The length of the video is approximately less than minutes In the last month of the campaign, the. .. always have Cocoon as a companion (The Cocoon Original Vietnam 2021) D Principle of Cocoon: 100% of ingredients are of clear origin and are safe for the skin: all ingredients in the products... used them With these easy games, Cocoon' s Marketing strategy has received a lot of attention and participation from everyone From there, increase interaction for the company's Fanpage Cocoon' s Marketing