Digital marketing report topic cocoon x suboi campaign “queen” quality “always have a queen present in yourself

VIETNAM —- KOREA UNIVERSITY OF INFORMATION AND COMMUNICATION TECHNOLOGY FACULTY OF DIGITAL ECONOMY AND E-COMMERCE Q0000 V/II Vivts DIGITAL MARKETING REPORT Topic: COCOON X SUBOI CAMPA

VIETNAM —- KOREA UNIVERSITY OF INFORMATION AND COMMUNICATION TECHNOLOGY FACULTY OF DIGITAL ECONOMY AND E-COMMERCE

Q0000 V/II

Vivts

DIGITAL MARKETING REPORT

Topic: COCOON X SUBOI CAMPAIGN: “QUEEN”

QUALITY - “ALWAYS HAVE A QUEEN PRESENT IN

YOURSELF”

Da Nang, May 2023

VIETNAM —- KOREA UNIVERSITY OF INFORMATION AND COMMUNICATION TECHNOLOGY FACULTY OF DIGITAL ECONOMY AND E-COMMERCE

Q0000 V/II

Vivts

DIGITAL MARKETING REPORT

Topic: COCOON X SUBOI CAMPAIGN: “QUEEN”

QUALITY - “ALWAYS HAVE A QUEEN PRESENT IN

YOURSELF”

Da Nang, May 2023

ACKNOWLEDGMENT

In the process of studying this major in Business Administration, 1n addition to our efforts, we also received the help and guidance of the lecturers of the Faculty of Digital Economy & E-commerce, University of Science and Technology Vietnam - Korea Information & Communication Technology

In particular, I would like to express my deep gratitude to Ph.D Nguyen Thi

Kieu Trang who guided us on this report She devoted her valuable time to

wholeheartedly guiding us through the process of studying this subject and also helped

us gain a lot of professional knowledge and practice how to study the lesson

Through this, we would like to express our sincere and deep gratitude to the teachers in the Faculty of Digital Economy & E-commerce, their families, and

classmates who have enthusiastically supported us throughout our studies and as we

prepare and finalize this report

Although we have tried very hard to parallelize the learning process, there will

certainly be shortcomings Therefore, we look forward to receiving your comments and suggestions to improve this report

Thank you sincerely!

PREFACE

In the competitive world of the modern music industry, it is extremely important to build a unique and effective marketing campaign so that the artist can

stand out and capture the attention of the audience In that context, Operation Suboi x Cocoon: Queen "Substance" has become a timeless symbol, creating a strong impression and marking a significant turning point in the career of female artist Suboi

This campaign is not just an ordinary marketing project, but also a unique

creation combining music, fashion, and art, sending a strong message of freedom,

strength, and love love for street culture Suboi, with his talent and creative vision, crafted a bold, unique, and infectious story that gave audiences a special musical

experience

In this report, the Chinchilla team will analyze and delve into the key elements

of Operation Suboi x Cocoon: Queen "Substance" We'll look at strategic factors,

audience engagement, and the results of Cocoon making the most of social media channels to generate widespread engagement

The Suboi x Cocoon: Queen "Substance" campaign not only marks an

important development in Suboi's career but also an excellent example of how music

individuality By leveraging the creativity and potential of modern media

TABLE OF CONTENTS

LIST OF TABLES

LIST OF PICTURES

3

3

Figure 1.2 4 Cocoon Shampoo and Conditioner

Figure 1.2 5 Cocoon shower gel

Figure 3.5.2.1 7 Top Organic Keywords & Organic Position Distribution 23

Figure 3.5.2.1 9 Main Organic Competitors & Competitive Positioning Map 24 Figure 3.5.2.1 10 Top Paid Keywords & Paid Position Distribution 24 Figure 3.5.2.1 11 Main Paid Competitors & Competitive Positioning Map 24

Figure 3.5.2.2 5 COCOON X SUBOI Campaign: “QUALITY QUEEN” 27

1.2 Company — Product introduction

Vegan cosmetics (also known as cosmetics that do not contain animal ingredients) have been around for a long time However, it has only really become popular in recent years when the trends of scientific living and environmental protection have become more popular

In Vietnam, the trend of using vegan cosmetics has also begun to be popular in recent years, a vegan cosmetic brand has appeared in Vietnam, including Cocoon Cocoon is a Vietnamese vegan cosmetic brand that produces skin, hair and body care products that are free of animal ingredients Here is a list of some Cocoon products:

- Cocoon facial cleanser: product cleans the skin, removes dirt and impurities on the skin gently

- Cocoon Rose Water: the product helps to balance the pH and soothe the skin,

while providing moisture to the skin

NuGc HOA HONG

Cấp ấm, làm mềm da A

& giảm sự xuất hiện NƯỚC BÍ BAO CAN BANG DA

của lỗ chân lông to Giảm dầu nhờn &

cải thiện tình trạng mụunẩn

Figure 1.2 2 Cocoon Rose Water

- Cocoon Moisturizing Cream: The product helps to nourish, hydrate the skin, improve elasticity and reduce the appearance of wrinkles

10

the VỚI CHIẾT XUẤT NGHỆ,

C 0 © O Oo [ i HEXYLRESORCINOL

oe WITH TURMERIC EXTRACT

MA Viena CURCUMINOIDS HEXYLRESORCINOL - Has peng Hung ven Da sang rang ro & min mang Hung Yen turmeric gel cream Brighten & smoothen skin

Figure 1.2 3 Cocoon Moisturizing Cream

- Cocoon Shampoo and Conditioner: a hair care product that does not contain harmful chemicals, helps to nourish and regenerate hair

Figure 1.2 4 Cocoon Shampoo and Conditioner

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Topic: Cocoon x suboi campaign: “queen” quality - “always have a queen present in yourself”

- Cocoon shower gel: body care product, helps to clean and moisturize the skin

Figure 1.2 5 Cocoon shower gel

Cocoon also has other products such as serums, face masks, sunscreens and other products for skin and hair care All products are made from natural ingredients and are not harmful to the environment

1.3 Brief introduction about the campaign

The Queen Chat campaign is a campaign by Cocoon Vietnam to honor and encourage the confidence of women The campaign aims at the vision of "Be your own kind of beauty" - that is, every woman has her own beauty, and Cocoon wants to

encourage women to love and be confident in themselves

In this campaign, Cocoon chose Suboi as the representative to show that

confidence is not based on looks but on confidence, ability and soul of each person

Cocoon has also released a collection of new cosmetic products called Queen Substance to mark the campaign, which includes skin, hair and body care products

The collection is made with natural ingredients, contains no animal ingredients and is

designed to help women feel more confident and outstanding

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Figure 1.3 1 Suboix Cocoon

CHAPTER 2: EXTERNAL ENVIRONMENT

2.1 Macroenvironment

2.1.1 The Demographic Environment:

« large population of « high Cocoon affirms its

environment * Population growth beauty

in big cities * create

market

potential for commercial

activities

affect

modern technology but © still

* increase

spending on

goods

* prepare a plan to deal

preparation technology

The company has

in selling products

to the market

Cocoon launched many

environmental

protection and

humane solutions

All products meet

the closed factors,

to poor

quality suppliers or products

and marketing activities must match the quality and cost of the product

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as advertised

umprovise and | animals change plans in

- The shifting population: Population growth in large cities has created a potential market for commercial activities The company is interested in providing many products consumed in concentrated and high-income levels

- Increasingly modern lives, cultural and cognitive levels of people with material

and spiritual needs, desire healthy lives For this reason, Cocoon claimed its

mission was to give customers skin, a healthy young and full of fresh, simple

ingredients and close to nature

2.1.2 The Economic Environment:

The expanding, growing economy creates favorable conditions for the company

in the process of continuing investment in improving products and distribution channels Convenient for importing foreign sources of raw materials to Vietnam Income distribution: Increasing incomes of people in both city and rural areas help increase the expenditure on goods

Changes in consumer spending: Rising incomes lead people to spend more on outsourced, branded products and services and the rate of expenditure on essential

products will decrease

The company has many advantages in selling products to the market

2.1.3 The Nature Environment:

Products contain natural ingredients, such as: differs, vegetables, tea, and so on Was the input material needed for Cocoon’s production of various products? Vietnam has a hot climate prone to drought and water shortage that affects the supply of raw materials So, the company should prepare contingency plans for dealing with them

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Climate change and increasing environmental pollution affect the skin and hair

of people: black, tanned, dandruff hair, Don’t worry, Cocoon has got the product that will solve the consumer's moral problem

The producers pay attention to environmental protection and humanity by

building wastewater treatment systems, using recyclable bottles, and veggie products,

and no animal testing

2.1.4 The Technological Environment:

Adopt modern technology but still comply with and improve the traditional

recipes, the secret to beauty, the meticulous processing stages, and always clean and disinfect contact instruments during production

Using the secret formula from Tue Tinh with modern manufacturing

technologies, Cocoon has produced high levels of zucchini and some pods, which help

to treat acne, freckles, and skin white

Concer for the safety of the new product: All the pre-market cosmetic products were studied for 6 to 12 months in terms of perception, PH, stability, To meet the closed and non-cross contamination factors in the production stages, meeting the strict conditions of the Ministry of Health of Vietnam

2.1.5 The Political and Social Environment:

Legislation regulating bustness: The legal system is increasingly complete and

synchronized The State of Vietnam has many laws covering issues such as competition, fair trade practices, environmental protection, and product safety, Increased emphasis on Ethics and Socially responsible actions: Socially responsible behavior: Enlightened companies encourage the manager to look beyond what 1s permitted by law, compete in a healthy way and say NO to the suppliers or

inferior products

Cause-related marketing: Advertising and marketing activities must match the quality and cost of products as advertised Adjusting so as not to violate the

regulations of the law but ensuring the media function well

2.1.6 The Culture Environment:

The presence of cultural values: Vietnamese people traditionally like learning,

working hard, and loving freedom Now, they want not only to eat, and clothe

themselves but also to have good food and good clothes, they love greater Beauty and Security

=> permitting Cocoon’s products to grow and mnovate in service of increasing human needs

Shift in secondary cultural values: People’s views of themselves: Everyone is unique in their own way, they use products, brands, and services as a means of self-

expression Cocoon is a great choice for those who want safety, and love nature and

animals

People’s views of others: People are often influenced by the behavior of others

When somebody reads negative reviews of Cocoon on social media, website They will think it’s not good, and they don’t want to buy => affect the amount of

consumption

People’s view of nature: In the old world, nature governs people But today, man has been able to preside over nature: storms, floods, the weather forecast, and our ancestor’s experience Thus, the manufacturer can improvise and change the plans 1n time to ensure the turnover

People’s view of the Universe: Religion has always been the subject of interest and control The Buddhists want to eat vegetarian and do good so Cocoon 1s a fantastic product

=> Marketers needs to concern more about advertising strategies, and product introductions with the nght color, and design

2.2 Microenvironment:

2.2.1 Customer:

2.2.1.1 Customer journey map:

- Demand identification: Customers have a need to use vegan cosmetic products and discover that Cocoon Vietnam is a brand that provides this product through online advertising, social media posts or from retail stores

Vietnam products, including features, ingredients, prices, reviews of other customers and the nearest sales locations

- Purchase decision: After learning about the product, customers will decide to

purchase at one of Cocoon Vietnam's selling pomts or online through the

customer care programs to enhance customer satisfaction and recommend other products of the brand

products and services to improve quality and strengthen relationships with

customers

2.2.1.2 Demographics:

- Age: Cocoon Vietnam can target customers from 18-45 years old, especially

women aged 25-35 years old, this is a customer who mainly uses cosmetics and

has trend towards the use of vegan products

- Gender: Cocoon Vietnam may focus on the female market, but may also target male customers interested in vegan products or looking for gifts for loved ones

Income: Cocoon Vietnam can target middle to high income customers who

have the ability to spend on high quality products and are interested in using

safe products for health

Geographical location: Cocoon Vietnam can focus on the market in urban areas and areas with high population density, especially big cities and developed tourist areas

Hobbies: Cocoon Vietnam can focus on customers who are interested in safe

and environmentally friendly cosmetic products, who are pursuing a healthy

and balanced lifestyle

users

Competitive position: Cocoon Vietnam competes directly with other natural cosmetic brands in the market, especially those with similar products and similar customers

Marketing style: Cocoon Vietnam has a marketing style that focuses on

showcasing its products through social media channels, websites and local

events Cocoon Vietnam's marketing campaigns focus on building the brand image as a trusted and high quality natural cosmetics manufacturer

Price: Cocoon Vietnam has a price that is suitable for the quality of its products and its target customers The price of Cocoon Vietnam 1s often higher than that

of conventional cosmetic brands, but lower than other high-end products 2.2.1.4 Competitor:

Price competition: The product 1s marketed at a wide range of prices depending

on the products:

+ With the lowest price of 35.000 vnd/product (lip balm)

+ With the highest price of 780.000 vnd for a five-course set of products

Compared to the general level in the market, Cocoon is relatively cheap and suitable for all subjects, especially students The company must regularly study

the market in order to provide effective advertising and appropriate promotional

activities to attract customers

Competing for brand name products:

+ In particular, vegan cosmetics, Cocoon is a strong opponent of other vegans in the Vietnamese market

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+ But in terms of the Vietnamese cosmetic market, Cocoon has strong

concentrate on raising the value of its products and services as natural 100% products, and humanitarian to help keep a competitive advantage

2.2.1.5 Suppliers:

All naturals materials are bought directly from local farmers by Cocoon (rose in Cao Bang, coffee i Daklak, .), in combination with imported drugs, vitamins, and the platforms from countries, such as France, Germany, and Japan, .at the nght price and quality assurance

Managers also keep track of prices for brands, accessories, packaging, and so

on To actively search for supplies in case of a supply shortage or delay in order to stabilize the prices and ready the supply of products to market

2.2.1.6 Intermediaries:

Distribution agent: Cocoon Vietnam can cooperate with distribution agents to distribute its products to retail stores Distribution agents can help Cocoon Vietnam access distribution channels and expand its market

Retail stores: Cocoon Vietnam can cooperate with retail stores, such as professional cosmetic stores or product variety stores, to bring its products to customers Partnering with retailers can help Cocoon Vietnam reach potential customers and increase sales

Distributor of cosmetic products: Cocoon Vietnam can also cooperate with

cooperation can help Cocoon Vietnam bring its products to many different locations and increase sales

CHAPTER 3: EVALUATE THE SELECTED

DIGITAL MARKETING CAMPAIGN

3.1 Scenario — any of the 6Ps (if yes):

3.1.1 Cocoon products:

3.1.1.1 Understanding and meeting customer needs:

To determine what to sell, Cocoon understands potential customer needs for

products/services, and then tailors the products Cocoon will sell to meet these needs

Therefore, it can be said that Cocoon understands the needs of customers and responds well The more it meets customer expectations, the more likely Cocoon will have them return in the future and refer their friends to purchase

=> Understanding and meeting customer needs is the premise of Cocoon's product

development And Cocoon did Cosmetics, like food, are "nutritious foods" that bring beauty to people With the advancement of society, people tend to look to plant-based

foods to protect their health With this mentality, vegan cosmetics also become the favorite of many people who pursue a green lifestyle This is the reason why Cocoon

has researched and continuously launched 100% vegan cosmetic lines These cosmetics keep the nutrients of Vietnamese plants, are safe and benign, do not use raw materials from animals, refuse to be tested on animals

3.1.1.2 Product model of Cocoon:

Cocoon products are mass-produced and can be purchased by everyone Knowing which category your product fits into is critical to determining its price, where it's sold, and how it's being promoted For Cocoon, their products fall under the category of shopping: what customers consider when buying, and comparing products

of different brands (furniture, clothing, electronics, cosmetics, etc ) Although it is a Vietnamese brand, the design and packaging are carefully invested by Cocoon The design is simple but beautiful and elegant Mostly warm colors, decorative graphics

showing product names Product information such as ingredients, uses, and usage are

clearly printed on the product Logos, trademarks, warranty stamps, batch numbers, production dates, barcodes are all printed on packages and boxes

=> The cocoon affirms the clarity and transparency In the modulation stage More

specifically, helpmg customers distinguish real from fake Enhance value for

Vietnamese goods in general and Cocoon brand in particular

3.1.1.3 Product safety that Cocoon brand brings:

The prestige and quality that Cocoon commits to 1s firstly reflected in the pure

Vietnamese raw materials that Cocoon has painstakingly searched for and distilled in lands such as Thanh Hoa, Hoa Binh, Dak Lak, Tien Giang so users can easily feel

and imagine the familiar appearance of Vietnamese features in each product Perhaps this is something that not many Vietnamese cosmetic brands can do like Cocoon

=> Be different from the competition Create a special mark for the Cocoon brand

=> Help users feel secure when using the product Create trust for customers and honesty for the brand

To meet the needs of customers, Cocoon Vietnam also has chatbox ON

COCOON WEBSITE, store on ecommerce site, social media to support online and

advise customers about products and services they provide This chatbox is integrated

on Cocoon Vietnam's website and can be used at any time during business hours Customers can ask questions, request advice or inquire about products directly with Cocoon Vietnam's support staff through chatbox

If customers want to consult directly with support staff, Cocoon Vietnam also

provides a hotline for customers to contact directly This hotline is posted on Cocoon Vietnam's website and customers can call the phone number for free support and

advice on the products and services they are interested in (The consulting robot will answer the questions available in the system)

Figure 3.1.1.3 Chatbox of Website Cocoon

3.1.2 Prices of Cocoon products:

3.1.2.1 How are costs affected?

The cost of the Cocoon brand sold will affect the number of products sold:

- Ifthe price of Cocoon 1s low, customers will think that the product is of poor quality

or that Cocoon will have less profit

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- If Cocoon price is high, customers can buy less or buy in less quantity - To determine product cost, Cocoon considers:

- Product cost: is the payment for variable puts such as raw materials, labor, personnel, marketing Variable costs depend on production output

=> Thus, the price suitable for the product has been carefully calculated by Cocoon

Each product should have a suitable price

3.1.2.2 How much will the customer pay? (Cre: Cocoon website)

The company's products sold in the market have many different prices

depending on the product The lowest price of a product 1s 35k / product (lip balm) The company's highest price is 710K for a set of 5 products This price in my opinion 1s very cheap suitable for all customers

=> Anyone can use Cocoon's products, including students In fact, Cocoon's products are not only affordable but also very good quality, so they attract all audiences

Customer feedback is the best proof

3.1.2.3 Compare prices with competitors:

Price of products of other competitors: Innisfree, Lancome, The Body Shop, Kiehl's, Vichy, Compared to them, Cocoon prices are suitable for all classes of

customers

Although it has not been established for a long time, it seems that Cocoon has

far ahead of its "elders" in the Vietnamese cosmetic market What Cocoon can do 1s not only bring high quality products, exquisite design, convenient use, but also bring profound values to users Therefore, the product that Cocoon sells is the product already on the market of the previous brands

=> Cocoon creates an improved version of an existing product, showing people that it 1s better in features or cheaper than what competitors are offering

In order to create convenience for customers, Cocoon also provides a variety of

payment

Figure 3.1.2.3 1 Cocoon payment methods

3.1.3 Location:

3.1.3.1 Where can we buy Cocoon products? (Cre: Cocoon Website)

Cocoon's office 1s located in District 3, Ho Chi Minh City, but there are places

to sell genuine Cocoon products in many places in Vietnam Choosing a good business location is very important to sales effectiveness, making sales easier and faster Like other brands, Cocoon offers many forms of selling products: social networks, stores, official distributors, Internet It is a decisive factor for the success or failure of a business Currently, Cocoon has 6 stores in Hanoi and 6 stores in Ho Chi Minh City However, customers in other provinces can easily buy Cocoon products through the official website

In addition, most of Cocoon's product distribution points have their own websites, giving customers many flexible purchasing methods

=> Cocoon branch allocation makes it easier for customers to shop This creates

sympathy for customers and shows that Cocoon always chooses what is best for

customers

3.1.3.2 Supply chain management:

Listen to market signals and plan accordingly:

- Update information in a timely manner, take measures to minimize risks, reduce inventory, limit inventory shortages, and promptly meet customer needs

- The sharing of information between manufacturers and distributors is important for making management decisions

- Cocoon researches customer needs, develops services for each market segment,

improves the order processing process from receiving requests to receiving goods

Cocoon's product distribution stores are also doing this well

Bringing products closer to customers:

However, innovation must focus on customer needs

- In addition, pay attention to production time to avoid customer needs and changes

in raw materials and production processes Find and manage consumables efficiently

- Finding a good supplier helps Cocoon to reduce the cost of raw materials, finished

products and services, thereby increasing competitive advantage

Find and manage consumables efficiently: Finding a good supplier helps Cocoon

to reduce the cost of raw materials, finished products and services, thereby increasing competitive advantage

Customer Feedback: There are many criteria and factors to evaluate customers, so

It Is necessary to establish an effective evaluation system to improve the efficiency of supply chain management activities

3.1.4 People:

The people who work at Cocoon, thanks to their thorough understanding of the

problems that Asians are facing as well as the tropical monsoon climate conditions in Thailand, they constantly invest in research and improvement product

Ability to catch up with trends: With quick thinking and constantly updating

vegan cosmetic trends in the world, Cocoon 1s one of the domestic brands that make a

lot of impressions in the Vietnamese skincare world a new phenomenon in the

domestic cosmetics industry

3.1.5 Process:

Because Cocoon does not have an official retail store, products are mainly sold through more than 300 poimts in the nationwide cosmetic distribution system both online and offline The agents have great merit in helpmg Cocoon reach more target customers Cocoon has appeared at many different retailers such as Watsons retail chain, Guardian, Hasaki, Coco shop with 7 stores in Hanoi, Boshop, Skin House

In addition, Cocoon also has official stores on some famous online shopping

platforms such as Shopee, Lazada, Tiki and Sendo According to the “Vietnam Cosmetic Trends 2020” report, 73% have used E-commerce to purchase cosmetics due

to its reasonable prices, rich reviews and honest feedback.’

- Marketing process:

+ Customer research: Cocoon conducts customer research to better understand the needs and wants of customers, thereby offering products and services that match the tastes of customers

+ Develop marketing strategies: Cocoon offers marketing strategies to attract customers and increase brand awareness on digital media channels such as website, Facebook fanpage, Instagram, Zalo, and Google Ads

+ Content Optimization: Cocoon delivers engaging and quality content across digital media channels, including website content, blog posts, social media

images and videos, to generate revenue attract and retain customers

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+ Advertising on digital media channels: Cocoon uses advertising tools on Google Ads and social media channels to bring its products and services to customers quickly and efficiently

+ Evaluate and measure effectiveness: Cocoon evaluates and measures the effectiveness of its digital marketing campaigns, thereby adjusting and improving marketing strategies to achieve the highest efficiency

strong and seductive The brand bold colors used in the campaign are red and yellow

to draw customers’ attention to the product and from there they will learn more The images of female rapper Suboi posted on her personal page also received a

lot of support and attention from the online community

The outer shell of the campaign's coffee product line has outstanding colors, stimulating customers! visual purchasing The product aims to reduce plastic, so the shell of the product 1s quite thin but still protects the quality inside And when the customer receives the product in hand, the product will be packed inside a cardboard box lined with shatterproof paper, which increases customer satisfaction with the brand

Below is a picture of the store that is officially distributing genuine Cocoon

products, these locations converge many factors that are beneficial for sales such as friendly interiors, arranged with many natural images to create a sense of comfort On the roof, the booth divides products according to clear purposes to help customers find products easily:

Increase the number of subscriptions to receive information: Cocoon Vietnam

may aim to increase the number of subscribers to receive information through email

marketing campaigns or other online advertising campaigns This will help Cocoon Vietnam have more opportunities to reach potential customers and continue to build relationships with existing customers

Increase sales: Cocoon Vietnam can aim to increase sales through online

advertising campaigns, as well as the use of e-commerce platforms such as Shopee,

Lazada will help Cocoon Vietnam increase sales and expand its market

Branding: Cocoon Vietnam can aim to build its brand through online

advertising campaigns, website and social networks This will help Cocoon Vietnam

build relationships with customers, increase brand awareness and build its position in the market

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Increase Social Engagement: Cocoon Vietnam can aim to increase engagement

on social media platforms by posting engaging content, designing contests and events

on social media This will help Cocoon Vietnam increase interaction and promote its

brand on social networking platforms

3.3 Target customer/audience

Consumers interested in vegan products: Cocoon Vietnam can target groups of customers who are interested in vegan cosmetic products, especially those who have a good lifestyle, care about health, environment and animals

Potential customers: Cocoon Vietnam can focus on reaching and finding

potential customers through online advertising activities and email marketing Existing Customers: Cocoon Vietnam can focus on retaining existing customers

through email marketing campaigns, rewards programs and other online promotional activities

People interested in skin and cosmetics: Cocoon Vietnam can target customer

groups interested in skin and cosmetics, especially those with sensitive, dry or oily skin

People interested in natural beauty: Cocoon Vietnam can target groups of customers who are interested in natural beauty, especially those looking for skin care and beauty products that do not contain harmful chemicals harmful

Online shopping lovers: Cocoon Vietnam can target groups of customers who

love online shopping, especially those who regularly shop for cosmetics and skin care products online

3.4 Message

As the name suggests, "Queen" Substance 1s mspired by 02 main inspirations:

1) Pure, concentrated ingredients of Dak Lak Cocoon coffee

2) Suboi's "personality" - the factors that make the female rapper a unique individual in the music industry

Thus, taking advantage of the "quality" factor, Cocoon cleverly found the

harmony between rap music - skincare, between human factors - nature to highlight

the uniqueness of this collection

“Queen Quality — there is always a queen present in yourself Proud and proud

Different and unique.” The reason this message also comes from coffee beans, which

at first glance seem ordinary, but when discovered and refined, can become great skin

care products Similarly, inside us are always separate indtviduals, with their own temperaments and abilities, which only manifest when appreciated and discovered Therefore, Queen Quality is the lever for the spirit of "queen", encouraging girls who are confident in being themselves

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