COMPANY DESCRIPTION
Cocoon Original Vietnam is a pioneering vegan cosmetic brand under Nature Story Cosmetic Co., Ltd, dedicated to providing completely natural products without animal testing As one of the first Vietnamese companies to embrace the global vegan cosmetic trend, Cocoon stands out for its commitment to ethical beauty and sustainability.
Cocoon’s History
2016: Cocoon officially launched its first products in the context of poor local quality products along with the overwhelming foreign competitors.
In 2019, Cocoon made its official debut, introducing two key products: squash extract and pomelo peel extract, both designed to combat acne and reduce dark spots This launch marked a significant moment for Cocoon, as it garnered widespread acceptance and positive feedback from consumers.
In 2020, Cocoon received certification from PETA as a brand that is both "not tested on animals" and vegan Later that year, in November, Cocoon made history by becoming the first Vietnamese brand to gain approval from The Leaping Bunny program of Cruelty-Free International.
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.
Mission statements
Cocoon emphasizes the fusion of Vietnamese plant ingredients with scientific expertise to create vegan cosmetics that ensure safety and effectiveness for all skin types Committed to supporting the pursuit of beauty, Cocoon stands as a reliable companion on this journey.
Principle of Cocoon
Function and Feature
Cocoon emphasizes the use of natural ingredients in their products to ensure high quality and meet the beauty needs of Vietnamese customers Their offerings include four main product lines: skincare, body care, lip care, and hair care, designed to promote healthy, youthful skin free from acne and vibrant hair while protecting against irritation According to Cocoon's website, the company is committed to providing exceptional experiences and enhancing the overall health of Vietnamese customers' skin.
Cocoon has 4 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
Overview of Packaging
Cocoon's designs emphasize environmental sustainability and Vietnamese cultural values, utilizing eco-friendly paper for packaging and recyclable bottles without plastic film Their commitment to the environment is reflected in their recyclable packaging and initiatives that encourage the exchange of old bottles for new products Additionally, Cocoon incorporates the rich tradition of Vietnamese wood carving into the logos of their ingredients, such as winter melon, coffee, sa-chi, and pomelo This harmonious blend of cultural significance and environmental responsibility results in products that are not only eco-friendly but also authentically Vietnamese.
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
Currently, 400 foreign cosmetic companies dominate the Vietnamese market, controlling 90% of its share Major players include renowned brands like L'Oréal, Shiseido, and Clarins In contrast, domestic enterprises, such as Cocoon, hold a mere 10% of the market, primarily focusing on the low-end segment.
Brand awareness
TARGET MARKET
Social class: low, middle, high
Hobbies: self-care, experience, awareness
Lifestyle: active, healthy, closed life, social, trendy
Skin: brightening skin, acne prevention
Hair: get rid of dandruff, hair restoration and care
Body: Moisturize skin Lips: Moisturize
Usage rate: medium to high
User status: first-time users, occasional users
Nationwide, mostly are urban and suburban areas
Occupation: housewives, workers, beauty bloggers, models
Social class: low, middle, high
Hobbies: self-care, experience, awareness
Lifestyle: environmenta l awareness, active, healthy, closed life, social, trendy, living green
Skin: brightening skin, acne prevention, restorative, revitalizing skin 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: first-time users, occasional users
Nationwide, mostly are urban and suburban areas
Social class: low, middle, high
Hobbies: self-care, experience, awareness
Lifestyle: active, healthy, closed life, social
Skin: brightening skin, acne prevention, restorative, revitalizing skin
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: first-time users, occasional users
Nationwide, mostly are urban and suburban areas
Cocoon focuses on the young adult demographic in Vietnam, a segment characterized by significant demand and potential A 2020 Q&Me survey reveals that over 86% of respondents regularly use skincare products, with nearly 40% of women over 23 engaging in daily skincare routines Women aged 15 to 39 represent about 11 million individuals, making up 40% of the female population, which highlights the lucrative nature of this market Additionally, urban women tend to spend more on cosmetics, particularly those aged 23-29, who have the highest skincare expenditures The growing trend of eco-friendly beauty, as noted by Tomorrow Marketers in 2021, is gaining traction among young Vietnamese consumers, emphasizing sustainable practices and recyclable materials This alignment with the eco-conscious mindset of young adults positions Cocoon favorably within a profitable and environmentally aware market segment.
MARKETING ENVIRONMENT ANALYSIS
Cocoon is dedicated to using natural ingredients, adhering to their "100% Vegan" slogan by avoiding any animal-related components in their products and processes They source plant extracts exclusively from local farms in Vietnam, selecting provinces renowned for their high-quality specialties to ensure superior input By prioritizing quality over profit, Cocoon refrains from purchasing from smaller farms outside these regions For instance, they procure coffee from Dak Lak province, turmeric from Hung Yen, and roses from Cao Bang, along with Winter Melon and Pomelo from local farms.
Vietnam, known for its abundant fruit trees, offers low-cost fruits due to its favorable subtropical and tropical climate, which also supports affordable coffee production In addition to utilizing local ingredients, Cocoon enhances its products by importing vitamins and active elements from countries like France, Japan, and Germany.
Cocoon collaborates exclusively with suppliers that ensure their practices are cruelty-free and meet Leaping Bunny standards Notable partners include esteemed brands like Kewpie, Ajinomoto, and Nikkol Group, reinforcing Cocoon's commitment to ethical sourcing.
Cocoon products are widely available through over 300 points in national cosmetics distribution systems, both online and offline, as the brand does not operate official retail stores Resellers play a crucial role in expanding Cocoon's reach to target customers, with the brand featured in prominent retailers such as Guardian, Watsons, Skinfood World, Garden Lixibox, and Hasaki.
Cocoon has established its official presence on popular e-commerce platforms such as Shopee, Lazada, Tiki, and Sendo A report from Qandme.net reveals that 73% of consumers have turned to online shopping for cosmetics, driven by competitive pricing, extensive reviews, and genuine feedback Consequently, e-commerce has emerged as a leading channel for beauty products in Vietnam.
Financial intermediaries: Cocoon made a return and warranty policy through Fanpage Cocoon.vn, pricing support policy.
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 consist of individuals who buy products for personal use, including treatments for acne, skin whitening, and hair smoothing Companies implement policies to enhance public relations, boost sales, and facilitate convenient exchanges of goods.
- 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.
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.
Cocoon stands out as a rapidly growing beauty brand in Vietnam, having earned the prestigious ELLE award for 'Made in Vietnam Product of the Year' with its Dak Lak coffee body polish While established brands like Sao Thai Duong and Thorakao have been around for 19 and 60 years respectively, Cocoon has made significant strides in just 5 years Notably, Cocoon differentiates itself with eco-friendly packaging, setting it apart from competitors in the haircare and skincare market.
Cocoon, a small Vietnamese brand, faces stiff competition from established global giants like L’Oréal, Unilever, and Shiseido, which dominate the beauty market with their extensive range of products and years of experience Despite gaining popularity among customers, Cocoon's limited product offerings and smaller scale pose significant challenges in this competitive landscape.
In recent years, spas in Vietnam have gained popularity by offering a variety of services that cater to customers' desires for skin care and relaxation While clients typically pay for treatments rather than purchasing skincare products, brands like Cocoon provide hair growth solutions derived from pomelo, requiring consistent use over several months for visible results Alternatively, many individuals prefer the instant gratification of hair extensions at salons, allowing them to achieve long hair in just one day.
Financial publics affects the company’s ability to obtain funds
Cocoon has gained significant media attention, featuring in prominent digital publications like Elle.vn, VTV.vn, and VNExpress The coverage highlights Cocoon's revolutionary approach to vegan cosmetics and its commitment to cruelty-free production practices, showcasing the brand's dedication to ethical beauty solutions.
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.
In August 2020, the company initiated its "Kham pha Vietnam" campaign to showcase new product lines from Cocoon This campaign featured engaging minigames deployed on Cocoon's Facebook fanpage, effectively promoting the brand and its offerings.
- 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.
The company frequently offers holiday show discounts and engages the local public through minigames that reward winners with prizes Participants are encouraged to comment and tag friends in posts, fostering customer interest and enhancing community interaction.
Influencers play a crucial role in shaping consumer purchasing decisions in Vietnam, as highlighted in the report "Key Opinion Leaders: Influencing Retail Decisions in Vietnam." Approximately two-thirds of internet users across all age groups in the country engage with influencers by liking, following, or commenting on their posts, showcasing the significant impact these figures have on the retail landscape.
Cocoon has strategically collaborated with renowned beauty gurus and influencers to promote their products through reviews and engaging social media content Recognizing the powerful impact of KOLs, celebrities, and influencers, Cocoon aims to convey a heartfelt message about animal welfare—highlighting that animals are innocent and deserving of love and care.
The company fosters a vibrant internal culture by offering various entertainment activities that encourage employee creativity in product development It organizes training sessions and implements robust employee policies, including insurance and holiday bonuses, to enhance motivation and productivity These initiatives contribute significantly to increased product sales and overall corporate revenue.
S.W.O.T ANALYSIS
Cocoon has been recognized by various international organizations such as Leaping
Bunny from Cruelty- Free and Vegan
Society from World Vegan Association.
Brands also received the “Animal Test Free
Cocoon has gained significant recognition in the cosmetic market by receiving accolades from esteemed organizations like People for the Ethical Treatment of Animals (PETA) for its vegan products This acknowledgment enhances Cocoon's value and credibility within the industry.
These certificates also build a considerable reputation for the brand, which Cocoon will become a reliable cosmetic production in the personal care market.
Cocoon has selected natural ingredients to emphasize the value of nature in Vietnam.
The brand wants to stimulate consumers to use products made from natural ingredients.
In addition, minimizing risks of skin allergy is another competitive advantage of
Cocoon, 100% of their products committed to eliminating paraben-free (Cocoon, 2019).
Therefore, this production strategy increases the consumers' trust and attracts consumers who prefer natural cosmetics and encourage domestic products
Cocoon products stand out with their eye-catching designs and warm neutral colors, enhancing their appeal The brand's commitment to friendly packaging sets it apart from competitors, as it utilizes environmentally friendly paper that can be recycled or reused multiple times.
Cocoon has various categories of products at reasonable prices With inexpensive natural ingredients, most Cocoon products have attractive prices The cheapest product
Cocoon offers a limited range of product categories and lacks targeted treatment options for various skin concerns Different types of acne, including blackheads, nodules, and whiteheads, necessitate distinct treatments, yet Cocoon does not provide specific solutions for these individual skin issues.
Cocoon currently lacks a strong position in the beauty market, which is crucial for influencing consumer behavior The brand's name conveys a general image of its products, potentially offering perceptual advantages to consumers (Hillenbrand et al., 2013) In contrast to established companies like Unilever, L’Oréal, and P&G, Cocoon's limited market presence may hinder its ability to attract potential buyers and foster customer loyalty One of its products, the Ben Tre Coconut Lip Balm, is priced affordably at 32,000 Vietnam Dong per tube, positioning it competitively within the market.
100.000 up to 300.000 per product With average prices, products of Cocoon are suitable for different types of consumers such as students, workers.
Influencers help Cocoon to build their brand awareness and increase their brand recognition with the consumers.
In today's digital landscape, consumers increasingly favor recommendations from influencers over conventional marketing tactics This shift in preference highlights a strategic approach for brands aiming to engage potential customers and foster lasting loyalty.
With the improvement of various e- commerce platforms such as Shopee, Lazada, users prefer to purchase products online
According to the Ecommerce White Paper
2021, the number of people using the
Internet for online shopping significantly increased to 88% in 2020
(Baochinhphu,2021) Selling products on e- commerce platforms helps expand the customer network and reach more potential consumers.
In response to the challenges posed by the Covid-19 pandemic, the government has introduced a new recovery package aimed at supporting domestic businesses As part of this initiative, the deadline for VAT payments has been extended under Decree No 52/2021/ND.
Due to the impact of the Covid-19 pandemic, the unemployment rate rapidly increased to 3.36% in the second quarter of
In 2021, a decline in disposable income and living standards led to a significant reduction in consumer spending As a result, shoppers prioritized essential items and groceries over non-essential products like jewelry, entertainment, and beauty care.
The beauty market is inundated with counterfeit products that are often priced lower than their authentic counterparts, featuring sophisticated packaging, textures, and ingredient lists In 2020 alone, 48,000 products were identified as violations, primarily sold on various e-commerce platforms (Viet Nam News, 2021) This proliferation of fake cosmetics complicates consumers' ability to differentiate between genuine and counterfeit items, leading to unexpected experiences with these fraudulent products Consequently, this not only poses risks to consumers but also damages the reputation of legitimate brands.
CP (Nhandan.vn, 2021) This policy helps businesses have more time to maintain and recover their business activities.
1P STRATEGY
Advertising in social media marketing
In recent years, social networking has surged in popularity, becoming an essential platform for a significant portion of global Internet users A 2021 report by We Are Social highlights that Vietnam has 68.72 million internet users, reflecting the widespread adoption of online connectivity.
In which, Vietnamese spend 2 hours and 21 minutes a day using social networks.
Social networking sites serve as vibrant hubs for diverse audiences to share, interact, and exchange information about products As a result, leveraging these platforms for marketing campaigns is increasingly popular and evolving in today's digital landscape.
Cocoon's marketing strategy effectively utilizes social media platforms to engage customers through interactive minigames, enticing giveaways, exclusive discounts, and the sharing of beauty secrets, all aimed at attracting, inspiring, and rewarding its audience.
In March 2022, the "Yêu từ lần đầu tiên" campaign launched by Cocoon utilized engaging minigames on their official Facebook Fanpage to effectively introduce and review products This initiative not only attracted new customers but also expressed gratitude by offering gifts to existing users.
Cocoon's innovative marketing strategy has successfully engaged a wide audience through easy-to-play games, significantly boosting interaction on the company's Fanpage This approach not only attracts new customers but also fosters loyalty among existing ones, creating a strong viral effect Furthermore, it effectively promotes products and shares valuable information about discounts and offers.
With the rise of the Internet and social media, Influencer Marketing has emerged as a powerful advertising strategy for renowned businesses and brands By leveraging the trust that Influencers have built with their followers, this marketing approach significantly enhances consumer perceptions of brands and products, ultimately shaping purchasing decisions.
With Cocoon's marketing strategy, this vegan cosmetics company has cooperated with famous
Beauty bloggers like Trinh Pham, Vo Ha Linh, rapper Suboi, and makeup artist Quach Anh have significantly contributed to the expansion of the Cocoon brand Their collaborations with influencers have enhanced brand visibility, attracted a wider customer base, and fostered trust among consumers.
On October 20, 2021, Cocoon launched an advertising campaign for their collaboration with female rapper Suboi, titled "Queen." Emphasizing the theme "Quality from the inside out," this initiative celebrates confident women The "Queen Quality" collection features two exfoliating products for the body and lips made from pure Dak Lak coffee Each product boasts a vibrant design with bold colors, prominently showcasing Suboi's inspirational character on the packaging.
Positioning the vegan cosmetic brand "Made in Vietnam"
Cocoon distinguishes itself in the Vietnamese market by incorporating pure local ingredients such as squash, Dak Lak coffee, Ben Tre coconut oil, and Cao Bang rose into its beauty products This commitment to using authentic Vietnamese elements sets Cocoon apart from its competitors.
Cocoon's products, ranging from hair conditioners to cleansing gels and exfoliants, feature familiar ingredients inspired by the distinctive and pleasant scents of Vietnamese provinces, such as coffee and rose This unique approach ensures that users not only enjoy effective skincare but also experience a connection to their cultural heritage through fragrance.
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.
- Youtube is popular with Internet users all around the world People access Youtube for relaxing, learning, having knowledge about cooking, skincare, etc.
Despite numerous KOLs showcasing Cocoon's products on YouTube, garnering significant attention and engagement, the brand's official channel has
Cocoon should leverage their YouTube account to engage with viewers by addressing questions and comments on KOLs' videos, whether they are positive or negative This proactive approach can enhance customers' perceptions of Cocoon, encouraging them to explore and try the brand's products.
The point system operates on the principle that increased spending leads to more points earned Customers accumulate points with each purchase, calculated based on their total bill This incentivizes customers to buy more products from the brand, allowing them to gather points that can be redeemed for gifts or vouchers.
- 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)
To enhance customer loyalty and attract more shoppers, Cocoon should develop a mobile shopping app that rewards users with points for every purchase made, whether online or in-store By allowing customers to earn points simply by providing their phone number during transactions, Cocoon can create a seamless and engaging shopping experience that encourages repeat visits and strengthens brand loyalty.
- 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.
- 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 collaborate through partnerships, they effectively expand their reach by tapping into each other's fan bases This synergy can significantly increase the overall audience, as the combined efforts introduce each brand to the partner's loyal customers, potentially doubling their visibility and engagement.
- Many brands used this method and succeeded such as Vans x Harry Potter, Louis Vuitton x Supreme, The Face Shop x Trolls,
CONCLUSION
Cocoon is making significant strides in Vietnam by leveraging its technological advantages to effectively deliver its value proposition to customers The company builds strong trust among Vietnamese consumers by offering 100% vegan products that preserve the essence of natural ingredients Cocoon's commitment to environmentally friendly practices, such as reusable packaging and a strict no animal testing policy, addresses the pressing concerns of skin improvement and safety for its customers Additionally, the brand's success is attributed to its deep understanding of consumer behavior and cultural nuances, as seen in its regular launch of product lines featuring local Vietnamese ingredients This approach not only enhances brand recognition but also redefines local products, promoting the idea of vegan cosmetics for pure Vietnamese beauty.
REFERENCES
The Cocoon Original Vietnam 2021, homepage, viewed 6 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 6 August 2021, https://www.alliedmarketresearch.com/vietnam-skin-care-products-market- A06729
The Cocoon Original Vietnam 2020, ‘Cocoon được chứng nhận "không thử nghiệm trên động vật và thuần chay " bởi tổ chức PETA’, The Cocoon Original Vietnam, viewed 6 August
2021, http://cocoonvietnam.com/cocoon-duoc- chung-nhan-khong-thu-nghiem-tren-dong- vat-va-thuan-chay-boi-to-chuc-peta
Việt Nam đang trở thành điểm đến hấp dẫn cho các thương hiệu mỹ phẩm và chăm sóc sắc đẹp quốc tế Bài viết trên VTV News nhấn mạnh sự phát triển nhanh chóng của ngành công nghiệp làm đẹp tại Việt Nam, thu hút sự quan tâm của nhiều thương hiệu nổi tiếng Sự gia tăng nhu cầu tiêu dùng và xu hướng chăm sóc bản thân đang mở ra nhiều cơ hội cho thị trường này.
2021, https://vtv.vn/tieu-dung/viet-nam-diem-den- hap-dan-cua-thuong-hieu-my-pham- cham-soc-sac-dep-ngoai- 20210120105655792.htm
Cocoon is a rising name in the competitive Vietnamese cosmetics market, known for its commitment to vegan beauty products that reflect traditional Vietnamese aesthetics The brand emphasizes the importance of "green cosmetics," appealing to consumers who prioritize animal and environmental welfare, and it has gained international recognition for its cruelty-free practices Cocoon is the first Vietnamese brand certified by Cruelty Free International's Leaping Bunny program, as well as by PETA and The Vegan Society By utilizing local natural ingredients such as bitter melon and Dak Lak coffee, Cocoon creates products that resonate with Vietnamese heritage The brand's focus on quality and safety is evident in its rigorous testing processes, ensuring compatibility with various skin types Cocoon's mission aligns with the belief that beauty should coexist with the cycle of life, promoting a sustainable approach to self-care that respects all living beings.
Theo báo cáo của Chung Thủy vào năm 2021, đại dịch Covid-19 đã khiến hơn 1,1 triệu lao động Việt Nam mất việc làm trong 6 tháng đầu năm 2021 Thông tin này được đăng tải trên Báo Điện Tử Đài Tiếng Nói Việt Nam vào ngày 5 tháng 7 và được xem vào ngày 7 tháng 8 năm 2021.
The Cocoon Original brand has emerged as a significant player in the vegan cosmetics market in Vietnam This phenomenon reflects the growing demand for cruelty-free and sustainable beauty products among Vietnamese consumers Cocoon's commitment to natural ingredients and ethical practices resonates with the values of an increasingly conscious audience, positioning it as a leader in the local beauty industry.
Cocoon Vietnam has made a significant impact in the beauty industry, transitioning from a green startup focused on natural beauty products to receiving prestigious recognition at the ELLE Beauty Awards 2021 This evolution highlights the brand's commitment to sustainability and innovation in beauty care The article, published by Anh Nguyet on May 6, 2021, and accessed on July 8, 2021, explores Cocoon's journey and its contributions to the beauty landscape in Vietnam For more details, visit the full article at Beauty Care Expo.
Pc5TbapoAf3P2M9o6rGoAiRjAohzEr0ZvAvSc5de9o9Gg406o
Q&Me 2019, 'Báo cáo về thị trường mỹ phẩm Việt Nam 2019', Q&Me, viewed 8 July 2021, https://qandme.net/vi/baibaocao/bao-cao-ve-thi-truong-my-pham- viet-nam-2019.html
The influence of Key Opinion Leaders (KOLs) on the cosmetics market in Vietnam has become increasingly significant, shaping consumer preferences and driving sales As trusted figures, KOLs effectively engage audiences through social media platforms, creating authentic connections that enhance brand visibility Their recommendations often lead to increased consumer trust and purchasing decisions, making KOL partnerships a vital strategy for beauty brands aiming to succeed in the competitive Vietnamese market.
Tomorrow Marketers 2021, 'Tổng quan thị trường mỹ phẩm Việt Nam 2021',
Tomorrow Marketers, blog post, 25 June, viewed 8 July 2021, https://blog.tomorrowmarketers.org/tong-quan-thi-truong-my-pham-viet-nam- 2021/
Xu hướng sống xanh đang ngày càng được giới trẻ ủng hộ mạnh mẽ Nhiều bạn trẻ hiện nay nhận thức rõ về tầm quan trọng của việc bảo vệ môi trường và lựa chọn lối sống bền vững Họ tham gia vào các hoạt động bảo vệ thiên nhiên và ủng hộ các sản phẩm thân thiện với môi trường Sự chuyển biến này không chỉ thể hiện ý thức trách nhiệm mà còn là một phong trào lan tỏa trong cộng đồng.
Brands Vietnam 2021, ‘Cocoon – mỹ phẩm Việt đầu tiên góp mặt trong danh sách không thử nghiệm trên động vật của Leaping Bunny’, Brands Vietnam, 29 November, viewed 16 July
I don't know!
Cocoon là thương hiệu tiên phong trong xu hướng mỹ phẩm thuần chay tại Việt Nam, mang đến sản phẩm chăm sóc sắc đẹp an toàn, thân thiện với môi trường Với cam kết sử dụng nguyên liệu tự nhiên và không thử nghiệm trên động vật, Cocoon đã thu hút sự quan tâm của người tiêu dùng yêu thích sản phẩm bền vững Sự phát triển của Cocoon không chỉ phản ánh xu hướng tiêu dùng hiện đại mà còn góp phần nâng cao nhận thức về bảo vệ động vật và môi trường trong ngành mỹ phẩm.
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 có thể giảm từ 1- 1.5%’,
TUOITREONLINE https://tuoitre.vn/tang-truong-gdp-nam-2021-co-the-giam-tu-1-1-5- 202107291225273.htm
Cocoon Vietnam 2021, COCOON - Mỹ phẩm thuần chay - cho nét đẹp thuần Việt, Cocoon Vietnam, viewed 4 Aug 2021,
< http://cocoonvietnam.com/ve-chung-toi>
Cocoon is a leading vegan cosmetics brand in Vietnam, renowned for its commitment to cruelty-free practices and the use of local natural ingredients The brand has gained international recognition as the first Vietnamese company approved by the Leaping Bunny program, ensuring no animal testing Cocoon's products, including hair treatments and face cleansers, are crafted from unique Vietnamese ingredients like bitter melon and Dak Lak coffee, providing a familiar and effective beauty experience Their eco-friendly initiatives, such as recyclable packaging and campaigns promoting sustainability, resonate with consumers seeking a healthier lifestyle The founder's dedication to integrating nature into beauty care reflects a profound respect for the environment and a belief that true beauty is interconnected with the cycle of life.
The Body Shop 2021, ‘WHY AREN'T ALL OUR PRODUCTS VEGAN?’, The
Body Shop, viewed 4 Aug 2021, https://www.thebodyshop.com/en-us/about-us/brand-values/vegetarian-and- vegan/a/a00014
Love Beauty And Planet 2021, vegan haircare and vegan beauty checklist, Love Beauty And Planet, viewed 4 Aug 2021, https://www.lovebeautyandplanet.com/us/en/editorial/your-vegan-beauty- checklist.html
APPENDICES
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
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
Appedix 7: Daily time spent on media at Jan 2021 – We are social
Appedix 9: Product line of Cocoon
Appedix 10: Share of female facebook user in Vietnam ( Statista Research Department 2021)