HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY
DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION

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MARKETING RESEARCH
PROPOSAL
Major: Marketing

Studying of SexyLook's mask IMC (Integrated Marketing

Communications) Strategies in HCM city

Instructor’s Name: Du Au Gia Doan

Student’s name: Ngoc Thuong Thuy Phan

San San La
Tran Mai Phuong Le
ID Number: 17DH489107
17DH489089
17DH490369

Class: Marketing Research

Course: 2017 – 2021

HCMC, May/2020
 Table of Contents
1. EXECUTIVE SUMMARY 1

2. BACKGROUND OF THE SELECTED COMPANY 2

2.1. About SexyLook company 2

2.2. SexyLook’s IMC 3

3.RESEARCH PROBLEM IDENTIFICATION 4

3.1. Research objectives 4

3.2. Research Methodology 4

3.3. Scope and Limitation 4

4. RESEARCH DESIGN 5

5. DATA COLLECTION 6

6. DATA ANALYSIS 7

7. TIMELINE 8

8. REFERNCES 9
1. Executive Summary
Since the olden days, first impression for a woman is by her skin, the ancient people have said
“first shape, second skin” to relate to the standards of females’ beauty. And now in the
modern life, women are still being judged through their appearance. Femininity are changing
and proving themselves to the world, and as day by day passes by, when they are reaching
closer to success, they always keep in mind an axiom, they have to take the initiative to love
and to take care of themselves to be happier. Indeed, to a woman, just a word “Beautiful”
makes them fulfilled and blessed! But not just only women, humans’ skin sustain
environment impact every day, so skincare routines become more and more complicated with
numerous steps. Therein facial mask applying is not only one of the most important skincare
steps, but it is also a handy and effective way to relax with not spending too much money and
time to go having a facial care at spa!
One of the most popular masks that the young love to use these days is SexyLook mask!
SexyLook is a first-rate facial mask care branding in Taiwan for years. SexyLook were
produced in 2008 by the Magux Biotech company - which belongs to the Verma International
Japan group. SexyLook produces with a professional and high technological produce chain,
even the ingredients are high qualified and were import directly from Japan. SexyLook was
said to be “The Deity Mask” for its’ perfect quality and incredibly effective nutrients in the
mask. People said it has miracle serum in it which helps to cure the skins’ problems
immediately. With incredible achievements, SexyLook has broad business at 28 nations,
Malaysia, Singapore, Hongkong, Canada, USA, Indonesia…a finally SexyLook was launched
in Vietnamese market in 2017.
SexyLook does not only attach special importance in the quality of the mask, but they also
know what they are doing when it comes to marketing. When it comes to the consumers’
choice and awareness about a product or a brand, it depends on the collective messages and
information that they have met (through advertising, pricing, packaging design, directly
marketing, sales exhibition, etc). IMC (Integrated Marketing Communications) is the
wonderful tool to help the consumers to have the right perception about the products. Either
IMC helps to elevate the public image IMC is also the secret weapon to compete in
businesses. SexyLook has done very well in using IMC strategies. And this report will
provide an analysis of advertising, public relations, sales/ promotion, direct marketing that
SexyLook has done. Analysis will be based on the IMC building method to develop the ideas
of SexyLook. And by conclusion we hope that this report will find out SexyLook splendid
ideas and give out recommendations on the problems that we figure.

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2. Background Of The Selected Company
2.1. About the SexyLook company:
Meeting most of the customer's skincare needs, SexyLook has become the most
popular skincare brand in Taiwan. Each product is manufactured by modern
technology chain. All the materials are natural ingredients and safe for skin, imported
directly from Japan and analyzed by first-class cosmetic experts. SexyLook was
established in 2008 by Magux Biotech the company of Verma International Japan
corporation, SexyLook was first launched in Vietnam in 2017 and distributed genuine
by Bellelook. With the leading product in Taiwan the “black cotton masks”, SexyLook
offers an effective and affordable price on masks to pamper all beauty addicts.
SexyLook is famous for its amazing masks that can meet the needs of different groups
of age and skin types. Just like its slogan, “Your beauty is out happiness”, SexyLook
does not only make you look attractive, but it also gives a bloom feeling from the
inside out.
Following SexyLook’s growth.
 In 2008 SexyLook produced the first function mask called "Double power mask
Ear hook ".
 In 2010 they establish the exclusive Asia-Pacific R&D Center and assemble the
world's professional R&D team to maintain the leading position of functional
mask innovation.
 In 2012 the company launches the first obsidian stone mask made by Japanese
technology and named "The volcanic obsidian molecule", and soon created a
whirlwind of black masks across Taiwan.
 In 2015 the world's first double lifting mask was invented with the first and new
concept - to separate the mask up and down continuously- in the field of
functional masks.
 In 2016 Mask Honey Collagen innovation technology develops collagen masks
made from essence.
 In 2017 enamel mask pole extracts from the Japanese fruit enzyme, gently helps
metabolism keratin skin acne treatment and pores.

Cannot help mentioning about the honorable awards SexyLook has won such as:

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  2012 First Obsidian Mask listed in Japanese technology "Volcanic Obsidian
Molecule Full Dialogue from Black Mask Whirlwind”
 "BEST PRODUCTS AND SERVICES FOR CONSUMERS 2017" in Vietnam
 SNQ National Quality Symbol Award in Taiwan
 Awards Monde Selections Grand Gold
 The best-selling mask line of Medicare 2019
And host of other prestigious awards, …

2.2. SexyLook’s and IMC

When it comes to the consumers’ choice and awareness about a product or a brand, it
depends on the collective messages and information that they have met (through
advertising, pricing, packaging design, directly marketing, sales exhibition, etc). To
meet the quotas, enterprise must devise ways not only to increase their popularity but
also to spread out the trust to customers. Understanding that, SexyLook has used
variety ways to promote its brand: advertising, direct marketing, PR, and promotion.
In this section we will only mention a brief on how SexyLook has contribute the tools.
 SexyLook have used the most popular websites and social media channels in
Vietnam like Google, Facebook, and Instagram to advertise. These are the most
visited internet sites for young people, and through these channels SexyLook
can easily spread images and product messages to the customers.
 The brand has also used direct marketing to create direct selling points to reach
to customers. Using this method SexyLook can instantly answer customers
verify and generate their credibility in referral. For an example in an outdoor
event at a typical university like Ton Duc Thang, SexyLook will come up with
coupons, and giveaways for the customers, such as buy 1 get 1 for all the
products on the website, 50.000 VND coupons for orders valued from 600.000
VND.
 SexyLook are also known widely by often using influencers to promote its
products to consumers. By directly sending appreciation and attribution mail, or
invitation to attend events… to Beauty Bloggers and KOLs. In addition, they
offer discount codes and lots of boxes for the influencer’s fans, SexyLook has
successfully used images of the influencers.
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Due to the needs of self-care. And the concern of the world is getting more modern,
cosmetic products are gradually becoming more common with familiar consumer
products. Not only that, today it has become one indispensable product type for
everyone at all ages, with different class. Its effect does not stop at the aspect of
aesthetics but also indirectly impact on many other aspects. It is a potential commodity
and needs to be properly exploited directly and efficiently.

3. Research Problem Identification

3.1. Research objective
This study is an embracing of four scopes:
Firstly, it will bring up the knowledge of the product through consumer sentiment and
the ability to meet the demands of the product by doing surveys to customers.
Secondly, it will dive into the analysis of the IMC tools that SexyLook has used based
on the surveys .
Following up, it will anatomize about the company’s component to show similarities
and differences between SexyLook and the components.
Finally, it will point out the factors that contribute to SexyLook’s marketing motives
and conclusion.

3.2. Research Methodology

Descriptive and Causal research will be utilized in this study. Descriptive research will
be providing the products’ characteristics along with the customer’s behavior. It will
also deliver the comparison of SexyLook mask versus the competitors in the industry
(Innisfree - Korea, NARUKO - Japan, Vedette - Vietnam…). Follow on, causal
research will be applied to deliver the aims in using IMC. It will point out very clearly
that the SexyLook company’s message is to create a better user experience with direct
exchange. On the other hand, causal research will give you a clear sight on why it is
wise to use IMC in branding. Due to the statics on customers’ feedback, it brings out
the specific number on the brand awareness throughout the year thence it leads to the
increasing the number of products were sold but still cost saving.

3.3. Scope and Limitation

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  This study will focus on female students at university from 19 to 23 years old
which are the most constant users.
 The scope of this study is this listed university in Ho Chi Minh city: HUFLIT,
HUTECH, Van Lang University, University of Social Sciences and Humanities
– Vietnam National University Ho Chi Minh City, Hong Bang International
University.

4. Research Design
This research paper will consist five chapters tent to bring out the whole information
that we want to deliver. The first chapter will be an adequate brief introduction on the
company, the research objectives including with the research methodology, scope, and
limitation. Chapter two will be a literature review. In this chapter, the papers will focus
on definitions about the theme, guide with some estimate on IMC research. Following
up with chapter three, which is about method and procedure that are used in this
report. Chapter four will be the discussion of findings and results based on the data
analysis that we have found in chapter three. Finally, chapter five is summarize -
research limitations - and recommendations. 

This is the design of this report:

Cover page 
Acknowledgments 
Table of content 
Abbreviations (optional)
Executive summary
 
Chapter 1: INTRODUCTION
1.1. Background of SexyLook
1.2. A fully and concise statement of IMC investigation
1.3. The general purpose of the study. A justification on the importance of
this research to SexyLook
1.4. A statement on the scope of this research
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Chapter 2: REVIEW OF LITERATURE
2.1. What is IMC?
2.2. A review of previous studies related to IMC and brands
2.3. How SexyLook has used IMC
2.4. Competitors and their tools of Marketing

Chapter 3: METHOD AND PROCEDURE

3.1. Aims and Objective
3.2. Research design
3.3. Research methodology
3.4. Hypothesis
3.5. Data collection
3.6. Data analysis
3.7. Instruments

Chapter 4: DISCUSSION OF FINDINGS AND RESULTS

Explain and discuss about the findings and research result

Chapter 5: CONCLUSION - INVESTIGATE LIMITATIONS -

RECOMMENDATIONS
5.1. Epitomize of research developments
5.2. A brief re-statement on the findings
5.3. Implications of applying IMC for branding
5.4. Limitations

References 

5. Data Collection

Data Collection plan

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Time Objective Target Note

18/05/2020 Ho Chi Minh City University 100 Address: 828 Su Van

of Foreign Languages - female Hanh, Ward 13,
( 3:30 PM –
Information Technologies students District 10, HCMC,
5:30 PM )
VN
( HUFLIT )
(Thuong, San, Mai)

 19/05/2020 Ho Chi Minh City University 100 Address: 475A Dien

of Technology female Bien Phu Street, Ward
( 10:00 AM –
students 25, Binh Thanh
12:00 PM ) ( HUTECH )
District, HCM City

(San, Mai)

 20/05/2020 Van Lang University 100 Address: 45 Nguyen

female Khac Nhu Street, Co
( 5:00 PM – ( VLU )
students Giang Ward, District 1,
7:00 PM )
HCM City

(San, Mai)

 21/05/2020 University of Social Sciences 100 Address: 10-12 Dinh

and Humanities – Vietnam female Tien Hoang, Ben Nghe
( 10:00 AM –
National University Ho Chi students Ward, District 1,
12:00 PM )
Minh City HCMC

( USSH ) (Thuong, San, Mai)

 22/05/2020 Hong Bang International 100 Address: 215 Dien

University female Bien Phu, Ward 15,
( 4:00 PM –
students District Binh Thanh,
6:00 PM ) ( HIU )
HCMC, VN

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 (Thuong, San, Mai)

6. Data Analysis Expectation:

The data collected from the survey of female students in universities in Ho Chi Minh
City area mentioned in section “3.3. Scope and Limitation” will be selected and data
analyzed.
This research will use two main methods: qualitative research and quantitative
research, which we choose to focus on qualitative research more as the primary data
source for the topic “Studying of SexyLook's mask IMC (Integrated Marketing
Communications) Strategies in HCM city”.
The data after analysis will be presented in the form of a chart, bar, figure, or diagram
to give results of the study.

Expected Findings
With the hope to deliver the aims of this research, we are expecting to receive:
 80% recognition respond to SexyLook.
 70% respond on the advertisements of SexyLook. 
 50% respond on the expectations and the quality of the mask.
 30% respond on buying SexyLook mask through IMC tools.
 10% respond on changing the mask brand because of IMC tools. 

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7. Timeline

WEE START DUE TASK

K TIME TIME

1 17/3/2020 31/3/2020 Consult for the report’s topic 

2 24/3/2020 31/3/2020 Continue to consult and edit the topic

3 31/3/2020 x Final the report topic 

4 14/4/2020 19/4/2020 Write Executive Summary

5 21/4/2020 26/4/2020 Write the Research on Background of the selected

company and Research problem identification 

6 28/4/2020 3/5/2020 -Prepare PowerPoint slides for the presentation

-Work on research data design and data collection
timeline
-Write data analysis expectation

7 5/5/2020 10/5/2020 Design online & offline survey. List questions for the
survey.

8 12/5/2020 Midterm presentation 

9 19/5/2020 Completed the introduction and survey. 

Start to deploy the survey according to the work
timeline.  

10 26/5/2020 Data analysis based on the survey 

11 2/6/2020 Write the conclusions and improve the faults (final)

12 9/6/2020 Final Timeline and References

13 16/6/2020 Hand the final report

14 23/6/2020 Edit format, spelling, and grammar

15 30/6/2020 x Final Draft 

8. References

SexyLook. (n.d.). Cau chuyen thuong hieu [Brand story]. Retrieved from
https://www.sexylook.vn/pages/cau-chuyen-thuong-hieu

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SexyLook. (n.d.). SexyLook. Shop VNEXPRESS. Retrieved from
https://shop.vnexpress.net/retail/sexy-look

SexyLook. (n.d.). Brand story. SexyLook Taiwan. Retrieved from

https://www.sexylook.com.tw/v2/Official/BrandStory

Thuatngumarketing. (n.d.). Integrated Marketing Communications viet tat IMC [Integrated

Marketing Communications acronym as IMC]. Retrieved from
https://www.thuatngumarketing.com/integrated-marketing-communications/

Tra, S. (2018, June 13). Mat na giay Sexylook duoc long tin do lam dep [Sexylook sheet mask
is a beauty believer]. Zingnews. Retrieved from https://zingnews.vn/mat-na-giay-
sexylook-duoc-long-tin-do-lam-dep-post851114.html

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