I.

Intro
Before entering the Vietnamese market, Innisfree was a big buzz across Southeast Asia and
understanding the skin and psychology of Asian women. Therefore, it is not difficult for Innisfree to
become one of the "tycoons" in Vietnam. Speaking of Innisfree, people will immediately think of
green tea. And when it comes to Innisfree, people have the feeling that it is a product of nature.

100% of Innisfree products have natural ingredients. And because of that, it easily goes into
people's hearts. Who wants to apply or apply chemicals to their face?

II. Respondents (đọc slide)

III. Survey question and method (đọc slide, thêm từ vô để nối câu lại cho hay)
IV. Survey result
1. the popularity of the product

44% of respondents said they have used Innisfree seed serum, of which 38% are female

That shows that the product is more interested and used by women.

2. customer satisfaction level

• 85.7% of users are satisfied with the product

of which the male users are completely satisfied with the product

• 14.3% of people who have used the product are dissatisfied with the following reasons

• The product is not suitable for their skin

• Because it contains alcohol and fragrant.

• KOLs rated the product too high compared to reality, so it was disappointing when using it

All of these people who are dissatisfied are female, perhaps because women are more likely to pay
attention, as well as have more requirements than men for skin care.

Women rated the product 6.6 points on a 10-point scale, while men rated the product 8.8 points.

3. What users want to improve

• Improved permeability

• In the product should not contain alcohol and flavorings

• If it's a moisturizer it's ok, don't advertise the ability to treat acne as it will disappoint customers.

4. The growth potential of the market

Among those who have not used the product, 59% (40.7% tl maybe) of respondents said that they
will, or perhaps will use it in the future if they know more information about the product, most of
 whom are men. The remainder said that they would not use the product for the following reasons:
inconsistent with the product's ingredients, no need to use it, and they prefer a brand other than
Innisfree.

5. Mode of communication

It can be seen that the form through KOLs and word-of-mouth are the two most effective forms,
following that, advertising on Facebook message board has also attracted many users, the form of
advertising through self-run ads. YouTube is the least effective because those ads are annoying to
the viewer and they will click to skip the ad immediately.

V. Recommendation
With the demand for beauty currently, most of the female majority more than males. Skincare products
on the market are very popular. Most product lines such as cleansers, serums, masks, makeup removers,
concealer, sunscreen... Based on the market survey, regarding the use of the Innisfree green tea serum
line, the number of females is quite satisfied with the quality of the product because it improves the skin
condition, customers are satisfied with the smell of the product, appearing quite popular in the market.
Besides that, the product has some conflicting opinions because it contains alcohol and fragrant.
Therefore, we need to change the alcohol and fragrance concentration of the product so as not to
cause the break out to the skin. Do not promote too much about the treatment of rapid dermatitis
because it will disappoint users. In order to use the product in the most effective way, customers need a
long time of experience to help bring the essence in the serum to penetrate as well as to deep into the
skin that depending on the skin condition of each client about lifestyle and daily living. The rating of
women is above the average of the 10-point scale. For men, this product only accounts for 20.8%
because it is not suitable for the skin, and the weather in Vietnam is quite different from the product
line from Korea, but most of them do not like the fragrant. Through data analysis, the product line
needs to improve more in composition as well as time to penetrate deep into the skin.

Based on the results of the survey framework shows: 3/8 users do not intend to use it because their skin does not
match the green tea serum.

Recommend: Manufacturers should classify serum suitable for many skin types such as oily skin, dry skin,
sensitive skin to meet the unique needs of each client's skin type. that will bring the serum closer and satisfy all
consumers including those with skin prone to irritation to certain cosmetics.

Currently, a part of men pay a lot of attention to beauty, but not the most. because they do not have too much
information about the use and reliability of cosmetics.

Recommend : serum should invest in marketing, advertising, focusing on KOLs because this is the way people like
to access information the most. Not only KOLs are female but also men to easily grasp the psychology of male
customers.