FEBRUARY 2024

REFLECTIVE
ASSIGNMENT
“COCOON - VEGAN COSMETICS - FOR PURE VIETNAMESE BEAUTY”
TABLE OF
CONTENTS
01 Nature of the company

02 External Values

03 Internal Values

04 Recommendations
NATURE Established in 2013, Cocoon is proud to be a 100% vegan
cosmetics brand made in Vietnam.

OF COMPANY COMMITMENTS:
100% of ingredients have clear origins and are safe for the skin.
100% vegan.
100% never tested on animals.

MISSION: VISION:
To bring Vietnamese people healthy, To cultivate a deep appreciation for the
youthful and vibrant hair and skin so unique natural resources of Vietnam
they can always shine brightly in their and encourage eco-friendly beauty
own way. habits.

The distribution system: The business situation:

Currently, the Cocoon brand is present Within 2 years, from a revenue of only
at more than 300 points of sale in nearly 13 billion VND (2020), Cocoon
cosmetic distribution systems such as has increased this number to 184
Watsons, SammiShop, Hasaki,... and billion VND by 2022.
many other systems nationwide.
 KEY PRODUCTS

BATH AND BODY CARE LIP BALM

Body Exfoliation Lip Exfoliation
Shower gel Lip Moisturizer
Body Spray
Body Care
SKIN CARE HAIR CARE
Sunscreen Mask Shampoo
Cleansing Balanced Water Cream tempering
Cleanser Essence Conditioner
Facial Exfoliation Lotion Hair Conditioner
Mineral spray Hair Essence
TARGET MARKET
DEMOGRAPHIC: GEOGRAPHIC:
Age: Primarily young adults (18-45) have skin Urban areas: Major cities like Hanoi, Ho Chi Minh
concerns and interested in natural skincare. City, and Da Nang with higher disposable income and
Gender: Focuses on women, but may offer products access to retail stores.
suitable for men as well.
Income: Targets middle-income earners who value
quality and affordability.

PSYCHOGRAPHIC: BEHAVIORAL:
Values: Eco-conscious consumers who appreciate Purchase behavior: Actively research and purchase
natural ingredients, sustainability, and ethical products both offline and online.
practices. Brand loyalty: Responsive to promotions and new
Lifestyles: Busy individuals seeking convenient and product launches.
effective skincare solutions. Usage occasions: Everyday skincare routine.
Interests: People interested in natural beauty and a Benefits sought: Effectiveness, natural ingredients,
healthy lifestyle. affordability, ethical production.
EXTERNAL
VALUES
 CULTURAL VALUES: ENVIRONMENT-ORIENTED
CLEANLINESS NATURE
June 2, 2021: December 27, 2023:
With the desire to inspire consumers Cocoon accompanied the Asian
to protect and preserve the natural Animal Foundation (AAF) in the
environment from the threat of signing ceremony "JOIN HANDS
plastic waste, especially waste from TO HELP STRAY CAT AND
old cosmetic bottles, Cocoon DOGS".
launched the program - "Online
Green Point".

No matter where you are in For each limited product sold,

Vietnam, you can participate in Cocoon will donate 10,000 VND
exchanging bottles with Cocoon. to the AAF fund to share food and
The desire to bring new life to old medical difficulties with dog and
bottles and reduce the amount of cat rescue stations in Vietnam, as
plastic waste in the environment well as implement the program.
has been realized by Cocoon and its rabies vaccination program for
customers through practical dogs and cats in the community.
actions.
With this recycling activity, Cocoon has truly spread and strongly This campaign not only spread love for animals in a very unique
demonstrated the trend of environmentally oriented cultural values in way but also encourage consumers become part of the campaign
which consumers care about the environment. through their daily beauty and self-care practices.
CULTURAL VALUES : OTHER-ORIENTED
COLLECTIVE
Research by Kawamura (2012) shows that Asian countries often
have a collectivist culture instead of an individualistic culture
that respects individual differences like Western countries.
Creating collectivity in advertisements seems to be catching on
and becoming a trend for brands today.
December 26, 2021: Cocoon accompanied the Asian Animal
Foundation AFF in the program "Join hands to protect bears"
marking its becoming a pioneering cosmetic brand launching an
animal protection program in Vietnam.
For each product sold, Cocoon will donate 10,000 VND to the AFF
fund to contribute to improving the lives of bears being raised in
Tam Dao, Vinh Phuc.
This campaign has attracted a lot of attention from consumers
and most of them have left positive compliments for this action of
Cocoon. If the message was only spread to one individual, Cocoon
would not be as successful as it is today because one individual
cannot make big things happen.
 CULTURE VALUES: SELF-ORIENTED
IMMEDIATE GRATIFICATION
Cocoon organizes several Vouchers and Cocoon collaborates with Hasaki using To stimulate customers to make purchasing
Flash Deals ONLINE for a limited time Hasaki's app, offering fast processing decisions, COCOON has organized trial and
period, offering appealing and special times and a 2-hour delivery service. experience activities right AT THE STORE
deals, like buy 1 get 1 free offers. --> Actively prompts buyers to make combined with discount incentive programs.
--> Encourage customers to make an immediate purchases while desiring to
immediate purchase. acquire products.

Customers may decide to take advantage of a limited-time discount or sale on products because they perceive it as a unique
opportunity to save money, even if they didn't plan on purchasing it initially.
 EVALUATE COCOON MARKETING SUCCESS IN ADAPTING THEIR MARKETING
STRATEGY TO REFLECT CULTURAL VALUES IN VIETNAM
“Join hands to help stray dogs and cats” campaign made the name
Cocoon mentioned a lot and became a trend in newspapers, marketing
pages and cosmetics communities.

This campaign is a continuation of Cocoon's efforts to act for animal

welfare over the past time. The campaign has extremely humane and
practical meaning, while reinforcing Cocoon's image of being humane
and truly dedicated to animal welfare.

It affirms Cocoon's direction of "turning commitment into action" Combining campaigns with understanding the psychology of buying
in creating cultural values of green living and environmental quality goods at reasonable prices of Vietnamese consumers, a series of
protection in consumer behavior. promotional activities are implemented during holidays such as March
The campaign ended with countless positive results for Cocoon as 8, Valentine's Day, Black Friday, October 20, etc.
the company was able to increase awareness of its brand and vegan ‘Squash makeup remover’ and ‘DakLak Cocoon Coffee Scrub’ were
products. popular products with the highest number of orders.
With this campaign, Cocoon launches limited editions of Dak Lak Other products also have a significantly high number of orders.
coffee scrubs. Even if it's just a small change in packaging, this is a These actions not only contribute to society and the environment but also
way to spread a visual message. What makes the campaign even more foster brand loyalty and consumer trust. Developing strategies that have a
successful is that Cocoon helps consumers become a contributing part positive impact on society enhances the value of a business as more than just
of the campaign, turning small efforts into big waves. a brand or a simple shopping destination.
By understanding and focusing on its advantages, Cocoon has
developed an effective Marketing strategy.
 GROUP INFLUENCE
INFORMATIONAL INFLUENCES IDENTIFICATIONAL INFLUENCES
Cocoon has collaborated with beauty celebrities including Rapper Suboi has been a major contributor who has
Trinh Pham, Vo Ha Linh, Blogger Giang Oi, Makeup Artist collaborated with Cocoon on multiple occasions.
Quach Anh to provide consumers with information on Cocoon believes that one's 'INNER QUALITY' is what
products, skincare tips, and basic cosmetic advice. actually makes them special and irreplaceable, just like
Through collaborating with these influencers, Cocoon has Suboi expresses her strong personality that aligns with the
expanded its reach, drawn in customers, and gained their brand's personality.
trust. --> Empowering customers to believe that using Cocoon's
products will enable them to become stronger, confident in
exploring their own potential and becoming the BEST
VERSION of themselves.
INTERNAL
VALUES
 MOTIVATION: MCGUIRE’S PSYCHOLOGICAL MOTIVES
COGNITIVE PRESERVATION MOTIVES AFFECTIVE PRESERVATION MOTIVES
Need for categorization: Need for Expression:
In addition to categorizing its products into the 4 main groups The marketing campaigns of Cocoon go
mentioned above, Cocoon categorizes its products by skin type beyond product features, often evoking
(oily, dry, sensitive, dull) and hair concerns (dryness, hair loss). positive emotions like confidence, self-
--> This allows consumers to easily identify products that suit love, and empowerment. They showcase
individuals (rapper Suboi) embracing their
their specific needs, reducing the cognitive effort required to
individuality and expressing themselves
compare and choose.
authentically, aligning with the human
desire for self-expression.

Need for Reinforcement:

Cocoon encourages customers to
create and share user-generated
content through contests and
campaigns.
This allows customers to contribute
to the brand story and feel a sense of
ownership and reinforces their
positive experiences.
 MOTIVATION: MCGUIRE’S PSYCHOLOGICAL MOTIVES
COGNITIVE GROWTH MOTIVES AFFECTIVE GROWTH MOTIVES
Need for autonomy: Need for modeling:
Cocoon often focuses on self-discovery and embracing individual Using image of rapper Suboi (bold personality, unique style, and
beauty. They encourage customers to experiment and find commitment to self-expression), Cocoon resonates with its target
products that work best for them, fostering a sense of agency and audience, encouraging customers to be themselves and
independence in their skincare journey. confidently express their individuality.
Cocoon offers limited-edition packaging and customization
options for some products further empower customers to Besides, Suboi is a vocal advocate for women's empowerment and
personalize their experience, express their unique preferences, social justice. This strengthen brand personality of Cocoon,
and promote a sense of autonomy and individuality. making their message of empowerment and self-acceptance more
impactful.

Finally, Suboi's journey as a successful female rapper in a male-

dominated industry is an inspiring story of perseverance. Her
story and persona evoke positive emotions, fostering a deeper
connection with customers who admire her journey and values.
This resonates with Cocoon's message of strength and resilience,
offering customers a relatable role model who exemplifies
overcoming challenges and achieving success.
ATTITUDE: TOWARD COCOON PRODUCTS
CHANGE COGNITIVE COMPONENT: CHANGE BELIEF
From "Local products are inferior" to "Locally-sourced ingredients can be superior and sustainable".
Some people may have the notion that cosmetics products imported from the United State, Korea, and
Japan are of higher quality than domestically produced products.
--> It can be seen that each Cocoon product is clearly marked with the "Vietnamese Element". Cocoon
gives users a map of the typical products of each region of the country. Experience from Dak Lak coffee to
Ben Tre coconut; from Tien Giang cocoa butter to Cao Bang roses. Then other natural ingredients such as
grapefruit, sachi, pennywort, squash... go through a production process that meets the CGMP criteria of
the Ministry of Health.
By building trust in producing in Vietnam,
especially using completely natural and
organic ingredients grown in different
regions of the country, Cocoon attract
consumers who are conscious of
environmental protection and create a
sense of safety and national pride when
using products made in Vietnam. This has
helped Cocoon become truly different in
the Vietnamese market.
ATTITUDE: TOWARD COCOON PRODUCTS
CHANGE COGNITIVE COMPONENT: CHANGE BELIEF
From "Beauty care is just for women" to "Beauty
care is for everyone".
Traditionally, beauty care has been marketed towards
women, creating a perception that it's not a concern
for men. Cocoon aims to dismantle this stereotype
and position skincare as an essential practice for
everyone, regardless of gender.
Collaborate with male celebrities or social media
influencers who endorse healthy lifestyles and self-
care routines, Cocoon may promote men's
involvement in skincare routines and emphasize the CHANGE BEHAVIORAl
importance of healthy skin for self-care. From "Discarding packaging" to "Eco-conscious disposal".
Several consumers may dispose of product packaging without considering the
environmental consequences.
Use biodegradable or recyclable materials for product packaging.
Offer rewards on loyalty programs for customers who return empty
packaging for proper disposal.
--> Encourages responsible consumer behavior and promote eco-friendly
disposal of packaging among clients.
ATTITUDE: TOWARD COCOON PRODUCTS
CHANGE AFFECTIVE COMPONENT
From "Skincare is a chore" to "Skincare is a moment of
self-care and indulgence"
Many people still view skincare as a tedious routine or a chore they
have to complete.
Collaborate with influencers who promote self-care behaviors.
Show how Cocoon products can be incorporated into a
relaxing routine.
Promote Cocoon products as part of a nightly or morning self-
care ritual, fostering a sense of personal well-being.
--> Evoke positive emotions like relaxation, pampering, and self-
love associated with their products. Affect toward the website.
Cocoon offers customers Simple and User-Friendly Website:
Easy to navigate, with clear product information and
educational content readily accessible.
Provides ingredient information, usage, and transparent prices
for all types of products.
Show many beauty tips and tricks.
RECOMMENDATION
Recommendations: (Behavioral)
Cocoon could create a mobile app that allows customers to
access personalized skincare recommendations, track progress
with routines, and participate in loyalty programs.

FOR THE FUTURE

Cocoon should consider explore incorporating AI-powered
skin analysis tools on their website to analyze uploaded selfies
and recommend products based on individual skin needs

OF COCOON Why Cocoon should do it?

Cocoon emphasizes its positioning as a "Made in Vietnam" vegan
cosmetics business, whereas other brands (L’oréal) have
prioritized investing in technology to differentiate themselves.
LEVERAGE TECHNOLOGY According to Tseng and Tzou (2022), the advancements in artificial
intelligence (AI) and augmented reality (AR) have naturally led to
FOR PERSONALIZED their integration into the cosmetics industry. These technologies are
facilitating the democratization of beauty by enabling individuals in
CUSTOMER EXPERIENCE finding the most suitable products for their own features.

--> By utilizing AI and customer data, Cocoon can recommend

Cocoon has established itself as a notable brand in the Vietnamese products that specifically address individual needs and skin
beauty market. However, in the context of the market and customers concerns. Personalized recommendations can significantly increase
changing every day, Cocoon still needs to have plans to be ready to conversion rates by guiding customers towards products they're
adapt. more likely to purchase.
 RECOMMENDATION
Recommendations: (Affective)
Cocoon should create TVC ads with the following criteria:
Focus on the emotions and aspirations associated with their
target audience (self-confidence, natural beauty, embracing

FOR THE FUTURE

individuality).
Storytelling and Emotional Connection.
Highlight the use of natural Vietnamese ingredients and

OF COCOON
Cocoon's commitment to sustainable practices.
Include a clear call to action at the end of the TVC, encouraging
viewers to visit Cocoon's website or stores to learn more and try
the products.

DEVELOP TELEVISION VIDEOS

Why Cocoon should do it?
The Vietnamese beauty market is dynamic and competitive. By COMMERCIALS ADVERTISING
investing in well-developed TVC advertising, Cocoon can:
Increase brand awareness, especially amongst those who may L'Oreal heavily utilizes Television Videos Commercials (TVC) with
not be familiar with Cocoon. celebrity endorsements and high production values.
Enhanced Cocoon’s image and differentiate brand from Meanwhile, Cocoon only focuses on advertising on social
competitors. networking sites, promoting products through influencers or
Drive sales and encourage new customers to try Cocoon campaigns. Cocoon can learn from this by creating compelling real-
products. Cocoon can expand their appeal to a broader life stories that resonate with their target audience without
audience. necessarily relying on expensive celebrity endorsements.
THANK YOU
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Tseng, J., & Tzou, H. (2022). How AI and AR can help beauty industry. FEATURED ARTICLE.
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