INTRODUCTION
Background of the research
The consumption rate of Love Beauty and Planet has experienced a notable shift, leading to an increased profit margin This growth provides a solid foundation for the brand to enhance its product quality.
The concept of vegan products may seem unfamiliar to some consumers, but there has been a noticeable increase in their popularity over time (Morwitz, 2014) Love Beauty and Planet has effectively targeted young audiences through its distribution and marketing campaigns, enhancing consumer awareness and understanding of vegan products (Satit et al., 2012).
The beauty market features a diverse range of both domestic and international brands, with Love Beauty and Planet maintaining a loyal customer base Research on Love Beauty and Planet's brand awareness allows for insights into consumer consumption levels, enabling the business to develop strategies that meet customer demand 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 The survey aims to determine the awareness and usage of these products among consumers, facilitating the development of new strategies and innovations based on customer feedback (Aaker, 1996).
Marketing research objectives
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 factors that influence its recognition and perception 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 and examines the factors influencing it It aims to propose effective strategies to enhance the brand's visibility and recognition among consumers while differentiating it from competitors By focusing on promoting brand values, the article seeks to strengthen Love Beauty and Planet's presence in the market and foster a deeper connection with its audience.
Research methodologies
To gather essential information on the Love Beauty and Planet brand, 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's product awareness The quantitative poll utilized Google Forms, engaging 200 participants to provide a comprehensive overview of consumer insights The collected data will be analyzed using SPSS for descriptive statistics and graphical representation, highlighting the current situation and demand for Love Beauty and Planet products.
Scope and limitation
1.5.2 LimitationAlthough the topic has solved the research objectives, there are still some limitations as follows: First, due to time limitation, the amount of data collected is about 230 samples, so the representativeness is not high Leading to generalization of research results may not fully reflect the research problem The second limitation relates to the lack of available and reliable data on unforeseen challenges that emerge in the research process Lack of research studies on the topic is also one of the limitations This is simply because research could be more special if there is some statistics around the topic.
FINDING AND DISCUSSION
Overview of the chosen company
Love Beauty and Planet, a Unilever brand, focuses on vegan products that enhance beauty while minimizing environmental impact Their product range includes hair and body care items, all made from organic ingredients, aligning with the natural beauty trend Despite initial skepticism towards vegan cosmetics, effective advertising has helped Love Beauty and Planet gain popularity among consumers Their products are widely available in supermarkets, retail stores, and online platforms like Shopee, Lazada, and Tiki The brand is committed to sustainability, aiming for responsible sourcing, waste reduction, and water conservation Consequently, Love Beauty and Planet is an excellent choice for those seeking organic beauty solutions that also prioritize environmental care.
Focus groups
Randomization ensures that every individual has an equal and independent chance of being selected during data analysis This method has several sub-categories and significantly streamlines the data collection process, making it more time-efficient and cost-effective compared to contacting the entire population However, it may compromise data quality, leading to potential inaccuracies and management challenges.
2.2.2 Focus groupThere are five groups selected by the research team as the focus groups for this topic First, the group of people who are from 18 to 22 years old, the reason the research choose that group is youngsters have knowledge and preferences of using different cosmetics, they can make decision of buying depending on their personal demands The fact is that Vietnamese young people increasingly follow the trend they want to be the first to assert themselves through learning about trend-following brands and products Choosing students instead of middle-aged people, the reason given by the researchers is that the research team's students will be more accessible at the same level as the researcher than different social classes (Osman & Jin, 2014) Due to their higher status and they spend less time participating in the survey Moreover, adolescences who spend most of their time in the social networks is of great benefit to be potential sources for the data collection process since they have more understanding about online commercials, current affairs, and so on (Ogburn, 2015) The first group is divided into three branches which are students studying at three universities:
The target demographic for the study on vegan brand awareness of Love Beauty and Planet includes female students from the University of Foreign Languages and Informatics, University of Economics, and University of Technology, who are required to complete research courses that emphasize the significance of survey participation This understanding fosters honest cooperation to minimize sampling errors Additionally, the research focuses on individuals aged 23-28, as this age group is actively engaged in the workforce and their product perceptions may differ from younger demographics Two specific subgroups within this cohort include employees at Ha Do Centrosa and visitors at Van Hanh Mall in District 10, where a concentration of offices, convenience stores, and supermarkets facilitates easier access to survey responses This study aims to gauge the interest in vegan cosmetics among graduates and working professionals.
In different living situations, the level of perception about product types is also affected (Moshrefjavadi et al., 2012).
Data collection
2.3.2 Secondary dataDefinition of natural cosmetic products derived from natural ingredients (plant, animal,mineral), obtained through physical methods (pressing, extraction, filtration, distillation,drying), microbiological, or enzymatic processes (Committees, n.d.) Natural cosmetic ingredients should not contain any contaminants that could endanger human health.According to the majority of certifying organizations, those products are made up of 95% certified organic ingredients Animals are not permitted to be used in the testing of natural cosmetics or their ingredients Natural cosmetic ingredients should not contain any contaminants that could endanger human health According to the majority of certifying organizations, those products are made up of 95% certified organic ingredients Animals are not permitted to be used in the testing of natural cosmetics or their ingredients (Braz J Pharm Sci., 2015).
Vegan cosmetics, as defined by author Jolinda Hackett (2020), are products that exclude all animal-derived ingredients and are produced without causing harm to animals This aligns with the broader concept of a vegan diet, which also avoids any animal products.
The rising trend of "green" cosmetics extends beyond organic, natural, and cruelty-free products, with vegan cosmetic brands gaining popularity among environmentally and animal-conscious consumers Love Beauty and Planet exemplifies the commitment of cosmetics brands to transition to 100 percent vegan offerings, addressing the growing demand for sustainable beauty solutions.
Many individuals adopt a vegan lifestyle to promote environmental sustainability and embrace healthier living Tata Harper, the founder of a skincare brand, emphasized the connection between food and cosmetics, stating, “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 successfully raised brand awareness through its commitment to social responsibility, which forms a core part of its brand identity The company's business model primarily focuses on promoting human health and hygiene, showcasing its dedication to positive social impact.
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 who are familiar with the Love Beauty and Planet brand, aiming to enhance customer awareness of its vegan cosmetics The survey was conducted in two stages, starting with focus groups from Ho Chi Minh City University of Foreign Languages-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 survey transitioned to an online format using Google Forms, which proved more convenient than traditional paper surveys Participants could complete the survey in 1 to 2 minutes using their mobile devices, although miscommunication extended the process Over two weeks, the study gathered over 200 samples, with 180 qualifying for analysis From May 17 to June 6, the research team also collected secondary data from reputable academic sources, ensuring a structured and coherent approach to the research process.
Data analysis
Lipsticks Face cleansing Body wash Shampoo Body lotion Hand lotion Others
Figure 2.4.1 The type of cosmetics consumed regularly
Recent research indicates that consumers allocate significant spending towards sunscreen products, making them the top choice in beauty care Following closely are face cleansing products, with lipstick ranking third Additionally, body care items like body wash, body lotion, shampoo, and hand lotion are also popular among shoppers Love Beauty and Planet stands out in this market, offering a diverse range of beauty care products, including body lotion, hand lotion, body wash, shampoo, hair conditioner, and toothpaste This extensive selection ensures that customers receive optimal service and product variety at Love Beauty and Planet.
2.4.2 Love Beauty and Planet Brand Awareness
Figure 2.4.2 Customer awareness of Love Beauty and Planet
To effectively enhance brand recognition, businesses must analyze customer understanding through targeted statistics, revealing that 58.7% of consumers are well-acquainted with the product, while 34.8% have limited knowledge, and 6.5% are unaware These insights underscore the necessity for a robust branding and communication strategy 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 and engaged its target audience.
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 consumer choices In the context of the 4.0 era, online shopping has surged in popularity, highlighting the importance of brand presence in the digital marketplace.
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 reflects brand strength, as consumers are more likely to choose well-known brands However, various factors affect purchasing decisions A recent study on Love Beauty and Planet products explored customer brand awareness, focusing on elements such as packaging, fragrance, and logo The survey revealed that 36.7% of respondents prioritize packaging, 29.6% favor fragrance, 15% consider the logo, and 18.7% are influenced by other factors.
Brand awareness through packaging is crucial, as it enables quick identification and fosters customer recognition among numerous competitors on store shelves Additionally, scent plays a significant role in product selection, with many consumers showing preference for products with pleasant fragrances, which enhances brand loyalty The health safety aspect, verified by the Ministry of Health to prevent skin irritation, is highly valued by consumers While product names may be similar, a unique logo—often represented through distinctive drawings, textures, typefaces, or symbols—ensures strong public recognition and association with a specific brand.
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 choices into four groups: easy pronunciation, easy memory, meaningful brand names, and impressive brand names Each group identified the top choice based on total agreement, with over 50% of respondents finding the brand name easy to read Additionally, neutral responses accounted for over 20% in every group, 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
Survey results indicate 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 packaging The color of the packaging plays a crucial role, being the most impactful factor, followed by aesthetics and product information Consequently, effective product packaging is essential in business, as even products of identical quality can see increased sales with more appealing 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
Respondents indicated their understanding of the brand name and product information through three primary channels: impressive advertisements, diverse advertising tools, and effective information transfer Notably, over 65% of participants agreed with all three options, demonstrating a strong consensus Neutral responses ranged from 20% to 30%, while the remaining responses comprised at least 6% and peaked at approximately 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 channels reveals that the Internet is the most effective information transmission channel, accounting for 76.2% of customer engagement Referrals from friends and family follow closely, contributing 58.2% and fostering trust in purchasing decisions In-store displays and promotions rank next at 45.3%, providing convenient access for customers Meanwhile, word-of-mouth and newspaper advertising yield lower engagement rates of 35-38% Therefore, the company should prioritize online advertising and trial programs to enhance reach and build customer confidence in their products.
Internet Agents, shops Relatives, friends Through words
Safe for skin Environmental Protection Using natural ingredients
Figure 2.4.10 Advantages of vegan cosmetics
A recent survey revealed that over 98% of participants prefer products with natural ingredients, highlighting a growing awareness of the health and environmental benefits of natural cosmetics As illustrated in Figure 2.4.10, these products not only promote user safety but also provide a competitive edge for companies, leading to the popularity of essential items like shower gel, toothpaste, and shampoo in households This shift represents a significant change in consumer mindset in the Vietnamese market, moving away from conventional cosmetics towards natural 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 that this mid-range expenditure is manageable for both students and working individuals Additionally, nearly 30% of respondents 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 reasonably priced for consumers interested in self-care.
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
A reasonable price Marketing methods Customer service
Figure 2.4.13 The significant differences between products of Love Beauty and Planet and those of competitors (Source: Author)
When considering what sets Love Beauty and Planet's products apart, over 60% of respondents highlighted the impressive packaging as a key factor driving their purchasing decisions Additionally, competitive pricing emerged as another significant differentiator in the beauty care market Marketing strategies also played a crucial role, influencing more than half of the surveyed individuals Furthermore, customer service and product quality were noted by 45% and 36% of respondents, respectively, underscoring their importance in the overall appeal of the brand.
Problems and solutions
Customers often cite the effectiveness of Love Beauty and Planet's vegan products as a primary obstacle to purchase, highlighting the need for higher quality as the vegan cosmetics market diversifies To enhance brand awareness, Love Beauty and Planet should establish a strong corporate image, ensure the highest product quality upon launch, and focus on expanding cultivation and production while improving technology to meet vegan standards Given Vietnam's tropical resources, leveraging natural materials can be advantageous Conducting thorough market research and consumer surveys is essential for developing effective product strategies and pricing policies that align with current consumer trends Additionally, since cost is a significant factor influencing purchasing decisions, businesses should implement competitive pricing strategies and diversify product lines to cater to various target customers.
Consumer awareness significantly impacts the recognition of vegan products, as individuals increasingly prioritize product quality alongside ethical production practices The vegan lifestyle embodies a commitment to animal welfare, climate action, sustainability, and health To enhance awareness of vegan cosmetics, it is essential to educate consumers on environmental and animal protection Current vegan cosmetic lines utilize eco-friendly packaging that promotes recycling and reduces plastic waste and harmful chemicals By fostering knowledge about environmental issues and minimizing animal product consumption, we can collectively safeguard our planet and its creatures Therefore, providing clear, comprehensive information about vegan cosmetics—including their characteristics and benefits—is crucial Additionally, direct sales of certified vegan cosmetics with recognizable labels can effectively assure consumers of their quality and advantages.
Love Beauty and Planet can enhance brand awareness and consumer knowledge by developing a minigame focused on vegan cosmetics This interactive approach will educate users while promoting engagement Additionally, the brand should refine its advertising slogan to ensure it is concise and resonates with current trends, making it memorable and impactful for the target audience A strong tagline can facilitate word-of-mouth marketing, further spreading awareness of Love Beauty and Planet’s commitment to vegan beauty products.
RECOMMENDATIONS AND CONCLUSION
Recommendations
To effectively expand your brand through online media, it's essential to establish clear and manageable goals, such as the frequency of posts, the choice of platforms, response times to customer inquiries, and the volume of content produced High-quality writing is crucial, as it significantly influences audience engagement and brand visibility Ultimately, the connection and appeal of your content play a vital role in enhancing brand reach over time.
Marking techniques have evolved significantly over the years, requiring advertisers to stay adept at navigating a constantly changing landscape To enhance effectiveness, creating a social media calendar is essential, as it helps organize ideas and prevents redundancy Content schedules facilitate strategic decisions regarding what and where to post, ultimately driving better engagement and results in online media marketing.
Conclusion
In conclusion, the survey highlights the need for Love Beauty and Planet to enhance its brand equity, particularly by emphasizing the importance of organic ingredients to increase consumer awareness The focus groups comprised localized target customers, providing insights that can guide the brand in expanding its presence in the beauty care market While some consumers are loyal users of the products, there remains a significant number who have yet to try them, indicating a need for strategies to boost consumption rates This research also sheds light on customer behavior, helping the company assess brand recognition, product usage, and necessary improvements to better serve customers and expand its business To achieve this, it is recommended that Love Beauty and Planet invest in more advertising to raise awareness about its brand and vegan product offerings.
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