GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Nguyen Hoang Nam Student ID number: 31211022312

Student name: Nguyen Ha My Student ID number: 31211024563

Student name: Nguyen Tran Bao Ngan Student ID number: 31211023798

Student name: Phan Quynh Mai Student ID number: 31211021832

Student name: Ngo Kim Ngan Student ID number: 31211022263

Student name: Phan Ly Na Student ID number: 31211023154

UNIT AND TUTORIAL DETAILS

Unit name: Marketing Research Unit number: MR - DH47ISB - 6

Tutorial/Lecture: Marketing Research Project Class day and time:
Lecturer or Tutor name: Tran Vi
ASSIGNMENT DETAILS

Title: Marketing Research Project

Length: Due date: Date submitted:

DECLARATION
 I hold a copy of this assignment if the original is lost or damaged.

 I hereby certify that no part of this assignment or product has been copied from any other student’s work
or from any other source except where due acknowledgement is made in the assignment.
 I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.
 No part of the assignment/product has been written/ produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
 I am aware that this work may be reproduced and submitted to plagiarism detection software programs
for the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

Student’s signature: Nguyen Hoang Nam

Student’s signature: Nguyen Ha My
Student’s signature: Nguyen Tran Bao Ngan
Student’s signature: Phan Quynh Mai
Student’s signature: Ngo Kim Ngan
Student’s signature: Phan Ly Na

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.

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 Phan Ly Na

Student ID: 311211023154

Nguyễn Hoàng Nam

Student ID: 31211022312

Ngô Kim Ngân

Student ID: 31211022263

Nguyễn Trần Bảo Ngân

Student ID: 31211023798

Nguyễn Quỳnh Mai

Student ID: 31211021832

Nguyễn Hà My

Student ID: 31211024563

August 2nd, 2022

Marketing Research

Lecturer: Vi Tran

Class: MR - DH47ISB - 6

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TABLE OF CONTENTS

I. EXECUTIVE SUMMARY 5
1. Research background 5
2. Research objective 5
3. Sample and Methodology 5
4. Key findings 6
5. Recommendation 6
II. BACKGROUND 6
1. Cosmetic industry Global and VN 6
2. The effect of Covid 19 on the cosmetic industry 7
3. Overview of La Roche Posay: 7
III. KEY OBJECTIVES 8
IV. METHODOLOGY 9
1. Secondary data 9
2. In-depth interviews 9
3. Surveys 10
V. RESPONDENT RECRUITMENT METHOD 11
VI. USE OF DATA COLLECTION TOOLS 11
1. In-depth interviews 11
2. Survey 11
X. KEY FINDINGS 12
1. Factors affecting customers' decisions and satisfaction 12
1.1. Secondary Data 12
1.3. Quantitative research 16
2. Brand awareness, advertising and marketing campaigns 19
2.1. Secondary data 19
2.2. Qualitative research 21
2.3. Quantitative research 22
XI. SUMMARY 24
XII. RECOMMENDATIONS 25
IX. LIMITATION 26
XIII. REFERENCES 27
XIV. APPENDIX 28

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I. EXECUTIVE SUMMARY
1. Research background
● Vietnam's cosmetic market is considered by analysts to be a modest market with great
potential. 90% of cosmetic businesses in Vietnam come from international brands, and
products from foreign brands dominate retail stores.
● The trend of using e-commerce platforms such as Shopee, Tiki, and Lazada has been
explosive since the Covid-19 pandemic and is expected to continue in the future thanks
to easy distribution. Moreover, more people returning to work in physical offices
increase cosmetic sales. Cosmetics have ranked among the top online shopping
categories in Vietnam, particularly among urban consumers. Therefore, it is significant
for cosmetics businesses to have an online presence due to this new purchasing
behavior.
● La Roche-Posay is the top dermatologist-recommended skincare brand globally, their
goal is to provide products with the greatest levels of safety and effectiveness to even
sensitive skin needs. With product improvement plans along with communication
strategies, La Roche-Posay aims to continue to increase sales, improve brand awareness
and become a top-of-mind brand.

2. Research objective
● Finding out what influences consumer decision-making and satisfaction with La Roche
Posay is the major objective of this study. In addition, we want to verify the popularity
and brand awareness of La Roche Posay to determine the efficacy of their marketing
and advertising strategies.

3. Sample and Methodology

● Secondary research has been conducted in order to gain consumer insight into study
objectives.
● In-depth interviews were carried out personally with 18 consumers of La Roche Posay
with different characteristics showing diverse perspectives
● Survey data from customers with a diversity of demographics, genders, and levels of
experience helps identify patterns in a large population.

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 4. Key findings
● People's decisions to use La Roche Posay are mostly influenced by beauty bloggers and
reviewers.
● The majority of La Roche Posay customers are satisfied with the quality of the product
that they would recommend to their friends and family. The packaging is appreciated,
and the price is considered high but worthy. However, promotions are commented as
not appealing.
● There are 3 most mentioned reasons when talking about the reasons why people use La
Roche-Posay for their skincare: good quality (79.7%), big brand (77.5%), and
Dermatologist recommended (55.1%) => La Roche Posay Well-known for the best
skin-care products and is recommended by many dermatologists.
● With the high percentage of compliments on the products: La Roche-Posay is suitable
for their skin and they are pleased to recommend it to family and friends.
● Brand awareness and advertisement attraction of La Roche-Posay is at a medium high
level, however, this brand marketing campaign has limitations and not many people
know about it.
● The most effective method to approach customer of this brands: online platforms,
especially E-commerce and social media.

5. Recommendation
● La Roche-Posay should maintain their target audience: 15-30 years old customers,
especially gen Z buyers. They should improve their popularity and spread their
campaigns/ promotions to more customers by doing case study competitions for
university students and social-related campaigns.

II. BACKGROUND
1. Cosmetic industry Global and VN
Analysts claim that in comparison to other markets, the cosmetics business in Vietnam is rather
modest. However, it has been expanding quickly and is worthy of investment. According to a
survey from the HCMC Cosmetics Association, 30% of cosmetics sales in Vietnam benefit
South Korean suppliers. Following the EU with a 23 percent market share are Japan with a 17
percent share, Thailand with a 13 percent share, and the US with a 10 percent share. The
remaining nations account for 7% of the market. Vietnam spends only $4 per person a year on
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cosmetics, less than Thailand's average expenditure of $20, according to Nielsen. As a result,
the Vietnamese market is still favorable for companies that produce cosmetics. With a 10%
market share, Vietnamese cosmetics firms are able to sell their products in the low-cost market
segment and export them to certain nearby markets. 90% of Vietnamese businesses serve as
sales representatives for international brands. Products manufactured in other countries
predominate at retail centers.

2. The effect of Covid 19 on the cosmetic industry

The 2020 pandemic significantly increased the usage of e-Commerce platforms like Shopee,
Lazada, and Tiki. E-commerce is ideal for customers who now telework more frequently and
are more price conscious. The ease of having products delivered is anticipated to keep the trend
alive. When more individuals start working in physical offices again in the second half of 2021
and the first part of 2022, cosmetics sales are predicted to pick up. The tech-savvy community
of Vietnam has contributed to the e-commerce industry's recent fast growth. Especially among
urban customers, cosmetics have regularly ranked among the top online buying categories in
the nation. Compared to just a few years prior in 2018, the value share of personal care items
sold on the internet in Vietnam's metropolitan regions increased by more than twice as much
in 2020. For instance, cosmetic firms in Vietnam have lately started to use live streaming on
social media to give their customers an interactive product display and purchase experience.
Additionally, during the COVID-19 epidemic, internet buying has increased dramatically
among Vietnamese consumers. It is crucial for national cosmetics businesses to have an online
presence since it is anticipated that this new purchasing behavior will continue even after the
epidemic. 53 percent of respondents said they used skincare products every day throughout the
examined period, followed by 14 percent of respondents who said they used skin care twice to
three times a week.

3. Overview of La Roche Posay:

La Roche-Posay is the top dermatologist-recommended skincare brand globally, with
recommendations from over 25,000 dermatologists. Their goal is to provide products with the
greatest levels of safety and effectiveness to address even the most sensitive skin needs. Rene
Levayer, a devoted French pharmacist, founded La Roche-Posay in 1975 with the goal of
developing excellent skincare products for patients, especially those with sensitive skin. La
Roche-Posay now has a presence in more than 60 countries and offers a premium line of
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skincare products for all skin types. Thermal spring water that is high in antioxidants is used in
La Roche-Posay products. Selenium, a mineral that has been clinically demonstrated to calm
and soothe the skin, is a component of this product. Additionally, their products follow a
specific formulation charter and include a few components. To reduce the potential of irritation,
La Roche-Posay products are thus restricted to active concentrations of just what is required to
provide effective outcomes and nothing more. Additionally, each of their products is rigorously
verified for effectiveness and safety, especially for sensitive skin.
La Roche Posay generated $6 million in revenue in Vietnam in 2020. The official store of La
Roche-Posay is in HCM City and has 63 distributors nationwide. La Roche Posay aims to boost
earnings to 10% (6,6 million dollars) in 2021 through expert skin counseling, opening store
sales, and sale program techniques to boost consumer demand. La Roche Posay adopted the
trend to increase brand awareness and stay at the top of the group's minds among those aged
15 to 20 as the digital trend in 2021 continues to expand and can no longer be ignored as it was
adopted by social networks, video sharing platforms, and other platforms. The plan for product
development and improvement is equally crucial in the next time frame. In the upcoming year,
media strategies targeted at boosting brand recognition and boosting market share will also be
put into practice.

III. KEY OBJECTIVES

The main purpose of this research is to determine factors that affect customer satisfaction and
customer decision-making process of choosing La Roche Posay. Moreover, we want to confirm
the brand awareness and popularity of La Roche Posay to see whether their advertisements and
marketing strategies are effective or not.

Stage 1: What factors influence customers’ decisions and satisfaction?

Customer decision-making process is based on 5 main steps: Problem Recognition, Search
Process, Evaluating Alternatives, Selection Stage, and Evaluation of Decision and the company
can join into each step and lead the customers to their final decision of choosing their products.
Customer satisfaction is defined as a measurement that determines how happy customers are
with a company's products, services, and capabilities and if consumers are provided with
relevant services that meet their required expectations, they will have positive perceptions and
positive emotions about the services.

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By measuring customer satisfaction in the brands’ aspect including: products’ ingredients,
products’ quality, price, packaging, advertising, marketing campaign, sales and promotions the
data can be collected and analyzed to enhance customer experience and customer engagement.
For example, through a survey, a company can get into the customers’ heads, knows what they
want and need so that the company can change their approaches and strategies.

Stage 2: Is LaRoche Posay a top-of-mind brand? Marketing strategies and brand

awareness.
Top of mind awareness – or TOMA – is a key concept in market research. It is a measure of
how high brands rank in the consciousness of consumers. The first brand that comes to mind
when consumers think of a certain niche, product or industry has achieved top of mind
awareness. Not all consumers will think of the same brand, but the results offer a clear
indication of which companies are most popular within an industry. Knowing their position in
the market can help modify the company’s current marketing strategies, change both online
and offline ways of marketing and interacting with consumers.

IV. METHODOLOGY
In the process of conducting this research, 3 methods were used for particular phases, which
includes secondary data, in-depth interviews and surveys respectively.
1. Secondary data
This method was used at the first phase of the research, which helped us identify the basic
terms and characteristics of our brand La Roche Posay. This process consists of searching the
information from the official website of this brand and other previous reports and researches.
What we were looking for is the accounts of La Roche Posay, the outcomes and targets of this
brand, business customer profile, etc.

Throughout the first phase, we can initially discover the targeted customers, some positive and
negative aspects of this particular brand and several potential points that have not been
determined.

2. In-depth interviews
Interviews will be recorded with the approval of the respondents. In addition, transcripts of the
interviews will be included in the appendix. Depth interview helps uncover deeper insights

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about issues, makes the respondent's answer true to the reality and not be affected by other
people's answers. In order to identify underlying causes, biases, or attitudes toward topics, the
questionnaire contains many parts including warm-up questions that assist the moderator in
connecting with respondents.

In-depth analysis was carried out by personal interviews with 18 people who have already used
the products of La Roche Posay to identify their experience and perceptions not only of this
brand but also what they think about other competitors in the skincare and makeup industry.
18 interviews were classified into 3 fundamental groups, which is comprised of
● Group 1: Female customers who are now students and undergraduate
● Group 2: Male customers
● Group 3: Customers who are working and have a stable financial background

The primary aim of this study is to delve deeper into the insights of the customers about the
characteristics of La Roche Posay, including benefits, limitations of the products, commercial
marketing strategies and campaigns of the brand, etc. Moreover, we firstly determine and make
a general comparison between our brand and other competitors by coding the insights of our
interviewees.

3. Surveys
The design and execution of the questionnaire will be done online, particularly using the
Google Form, making it easy to analyze the results. The results of particular questions will be
reported using the bar chart and pie chart.

Surveys and questionnaires are used as a reinforcement of our results from the in-depth
analysis. In this phase, we made a 15-question online form about the properties of La Roche
Posay based on what we have accumulated from 2 previous methods. Over 90 samples from
the customers who have differences in demographics, genders, and experience, are collected to
assist us discover the patterns in a large population.

The key outcome of this method is to provide the final data of the customers, and therefore,
help us to identify the customers’ demands, satisfaction, habits, behaviors, awareness, etc.
Those will allow us to come up with the strategies and recommendations for La Roche Posay
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to make improvements for their strengths, overcome their limitations in order to not only retain
its loyal customers but also gather potential clients.

V. RESPONDENT RECRUITMENT METHOD

Interviewers are selected between 19 and 27. Participants for the in-depth interview were
selected from group members' families and friends who are young and aware of their
appearance and skin. To make the schedule flexible for all the participants, the interviews were
conducted on both offline and online platforms. Regarding the survey, we seek out respondents
from many Ho Chi Minh City universities between the ages of 17 and 26 and also in different
provinces to have various insights for our research if they can assist us in completing the
questionnaire.

For obtaining our sample, our group uses a non-probability sampling method that involves non-
random selection based on convenience or other criteria. The target demographic of La Roche-
Posay is people between the ages of 15 and 35; therefore, we want to take advantage of that
age range as one of our tests based on secondary data analysis. Our group interviewed 18
consumers aged between 17 and 26 years who are concerned about their skincare routine to
represent our in-depth interview.

VI. USE OF DATA COLLECTION TOOLS

1. In-depth interviews
We will ask 18 people to take part in in-depth interviews. Each of our group members will be
incharge of conducting 3 in-depth interviews which will last about 30 minutes and then both
recorded and transcribed later. Participants have already used La Roche Posay products with
the age from 16 to 26 which is appropriate for the target customer of the brand. By using
qualitative techniques, we can dig deeper into their insights related to behavior of skincare
shopping and consumption as well as their actual experiences and perception towards La Roche
Posay.

2. Survey
We will send a survey created by using Google Form to about 150-200 individuals who are
interested in skincare, especially La Roche Posay (mostly to university students in Ho Chi Minh
City). They can complete the survey online which includes questions regarding demographics
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(gender, age, and occupation), their perception, awareness, motivation, attitude towards La
Roche Posay products as well as things related to the brand name, its social media and
marketing campaigns.

X. KEY FINDINGS
1. Factors affecting customers' decisions and satisfaction
1.1. Secondary Data
a. Factors positively affect the customers' decisions and satisfaction
Laroche Posay partners with dermatologists to stay at the forefront of skincare science,
pioneering cutting-edge topics like skin’s microbiome. With over 750+ studies and 25 years of
extensive research, the credibility of La Roche Posay is undeniable as it has been globally
famous and they are committed to developing safe and effective products that are dermatologist
developed and tested with 4 statements:
● Checked on super sensitive skin: The use of the product is tested on almost all
sensitive skin types: irritation, allergies, acne breakouts, atopic dermatitis, damaged
or weakened by cancer treatment.
● Protection formula by the time: We choose the best protective packaging, using
only the necessary preservatives, to ensure that the product is not damaged during
transit and remains effectively intact over time.
● An essential product, with standard dosage: Developed in collaboration between
dermatologists and scientific experts, our products contain only the necessary
ingredients in the right doses.
● 100% products allergy tested: Prerequisite = No allergic reaction. If any allergies
are detected, the product will go back to the lab to change the formula.
Hence, this can meet the expectations of Vietnamese consumers about the originality and
quality of products.

Secondly, the brand nowadays offers multiple online stores in e-commerce trading floors in the
VietNam market. Products are much more approachable to the customer. Thanks to Viet Nam’s
digital-savvy population, the e-commerce sector has been expanding rapidly in recent years.
Cosmetics has consistently been among the leading online shopping categories in the country,
especially among urban consumers. As more and more people are comfortable shopping for

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these items online, brands have been tailoring their customer journey to meet the new demand
for online services.

Demand of skincare increases in Viet Nam market

Finally, La Roche Posay tries to accompany every single customer's skin care journey offering
him numerous informative news about skin care knowledge as well as advice for personal skin
care routine for different skin types.

News about skin care knowledge on La Roche Posay website

b. Factors negatively affect the customers' decisions and satisfaction
One of the most common complaints the brand received is about delivery service. La Roche
Posay has not assured the protection of products during shipment.

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 Customer complaint about delivery service

Secondly, high price levels possibly hinder customers from purchasing the products as the
Vietnamese customers are price sensitive. The reason is because income level in VietNam is at
the lower middle level (Data for Vietnam, Lower middle income, 2020) and Vietnamese people
have not spent much money on skincare products. Vietnam spends only $4 per person year on
cosmetics, far less than Thailand's average expenditure of $20, according to Nielsen.

1.2. Qualitative research

Factors affect customers’ decisions
According to qualitative research, when asking about factors that affect interviewees to use
La Roche Posay for skincare, the majority of them said that their decisions to use La Roche
Posay products are influenced by beauty bloggers and reviewers. Moreover, before making
decisions, many respondents look for information such as ingredients of the products and
reviews on the Internet and Tiktok, Youtube and other social media play an important role
in the decision making process because these platforms are approachable, easy to understand,
specific and helpful.
“I often watch youtube channels about beauty and often see the effectiveness when youtubers
use and review them” (Thao Vi)
“When making decisions, I look for product’s ingredients and reviews. I think reviews on
social media are very specific and helpful.” (Thanh Phuong)
Besides, recommendations from dermatology doctors or family and friends are other
factors that have an impact on the decisions to use La Roche Posay.

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“ I got good reviews from my friends about La Roche Posay's products, and I decided to give
it a try” (Thanh Phuong)
“My doctor recommended La Roche Posay products for me” (Minh Khoi)
When asked about the most important factor in choosing a product, most respondents choose
product quality due to the reason that the product directly affects the skin. Some other
interviewees care about the reputation of the brand. Great product quality and reputable
brand are also other motivations of some interviewees using La Roche Posay's products.
“The most important factor for me when choosing a product is quality. Because I apply the
product directly on my skin so when something goes wrong, I have to go for expensive
treatments” (Tuong Vi)
“I care about the quality the most, because the face is very important and needs attention if it
is sensitive skin” (Minh Khoi)
“Brand reputation is the most important factor, because when majority of people approve of
something means that effectiveness is also guaranteed” (Hong Ngoc)
In addition, when deciding to use a product, some interviewees care the most about the price
because they are still financially dependent on their family and do not have much money yet.

Factors affect customers’ satisfactions

Good quality of La Roche Posay makes the high price reasonable. When asked about the
price of La Roche Posay's products, some people think that the price is quite high and hardly
affordable for students, but most interviewees assume that the price is reasonable with the
quality and the brand of the product. This illustrates that the respondents are satisfied with
the quality of La Roche Posay products despite the relatively high price.
“The price is reasonable because of the good quality, but it is hardly affordable for students”
(Thao Vi)
“The product price is affordable. I find the price reasonable with the product quality and
brand value” (Gia Khanh)
About packaging, almost all interviewees appreciate packaging of the brand. They think the
packaging of La Roche Posay is not eye-catching but very minimalist, professional,
informative and signature. However, there is a problem that some customers find it hard
to distinguish different product lines when looking at the packaging.
“The packaging is minimalist, signature, and professional” (Hong Duyen)

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Promotions are rated 3/5 overall. Some respondents care about promotions and comment
that La Roche Posay often has big sales, the price drops sharply, making the products
affordable especially for students and young people and many of them wait for the
promotion time to buy La Roche Posay products. However, there are still some people who
don't know and know little about La Roche Posay's promotions. This shows that even though
the discounts are great, the reach has not been widely covered, so it is not really effective.
“ I have already seen some promotions of La Roche Posay in some big sales of Shopee. I
will rate 4/5 from scale 1 to 5 because the sales are very big and being commercially
supported by many beauty bloggers.” (Gia Khanh)
“I don't care much about La Roche Posay so I don't know about their promotions. I think the
reach is not wide.” (Thanh Phuong)
Last but not least, when looking for products’ information, many people choose to search for
information via websites and official social media and they find La Roche Posay websites
and social media page informative and practical and user-friendly.

1.3. Quantitative research

Factors affect customers’ decisions
La Roche Posay is well-known for the best skin-care products and is recommended by many
dermatologists. According to the survey, there are 3 most mentioned reasons when talking
about the reasons why people use La Roche Posay for their skincare: good quality (79.7%),
big brand (77.5%), and Dermatologist recommended (55.1%)
However, La Roche Posay is quite poor in terms of communication, promotions and the
packaging is not attractive for ppl to choose compared to the recent cosmetic industry. As a
result, 23 and 17 out of 207 respondents chose packaging and promotions as their factors when
choosing Laroche Posay.

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 207 respondents answered the question: “Why do you choose to use La Roche Posay products?”.

Factors affect customers’ satisfactions

68 out of 207 respondents said that they feel satisfied with the quality of the products which
account for 49.3%; therefore many people think that it is price worthy. Meanwhile, not many
respondents think it is affordable and most of them think it is quite expensive.

People who are currently using LaRoche Posay products evaluate the quality and the price of the products

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Moreover, La Roche Posay's promotion is not appealing enough to approach people
compared to other brands. This can be seen in the level of people’s satisfaction with La Roche
Posay’s promotions is not high and just ranks in the middle level .

People who are currently using La Roche Posay products evaluate the packaging

With the high percentage of compliments on the products, 54 out of 207 respondents feel La
Roche Posay is suitable for their skin. 63 respondents said that La Roche Posay is one of the
best choices for people when they recommend skincare products to family and friends.

People who are currently using LaRoche Posay products evaluate the suitability of the products and the
willingness to recommend the products to others

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 2. Brand awareness, advertising and marketing campaigns
2.1. Secondary data
Strikingly, La Roche Posay has successfully expanded its penetration thanks to its title as one
of the most effective and leading cosmeceutical brands, which is remarkably promoted via
mass media advertising and the collaboration with KOLs and beauty bloggers.

A typically grand instance can be exemplified is the expansion of the customers’ awareness of
the Cicaplast - skin healing cream products of La Roche Posay. More specifically, La Roche
Posay has a wise decision of partnering with dermatologists for the commitment of the safety
of Cicaplast as well as collaboration with multiple well-known KOLs, Youtubers and Tiktokers
to give a highly-positive feedback to attract the potential customers (Figure 1). As a result,
Cicaplast is now widely recognized as a “national repairing cream” as compared to other derma
brands in the market with more than 21,000 online buzz. (Figure 2)

(Figure 1)

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 (Figure 2)

In addition, La Roche Posay also expand its reach to a wide range of consumers by approaching
not only its core audience, which is the gen Y generation (customers who are in the 25-30 age
group) but also the gen Z generation (the 15-24 age group), which are the potential and
extended clients. In fact, it offers the gen Z customers a chance to participate in the
conversation.

A new sunscreen product has been launched and aimed to target the customers living in the
urban area throughout Vietnam, who are from 18 to 30 years old and interested in skincare and
cosmetics. Therefore, La Roche Posay began its preliminary marketing campaign by partnering
with a Facebook Solution Engineer to implement the Messenger Comment Entry tool into its
Messenger-power digital assistant so that anyone who wants to get the information about the
products will easily contact and have a conversation with the 24/7 consultants. Moreover, La
Roche Posay also ran the Facebook Live event to promote the new sunscreen product as well
as provide limited and unique promotion code to the users and directly interact with them via
comments. Consequently, La Roche Posay successfully increased its online sales and boosted
the customers’ awareness with a remarkable 10,000 views of La Roche Posay Page during one-
hour Facebook Live event and 77% increase in add to cart, according to the data of Facebook
ads.

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2.2. Qualitative research
According to 18 answers of the interviewees, La Roche-Posay is not on top of their mind when
talking about favorite skincare brands. But they already know this brand through social media
channels and recommendations from friends, experts and beauty bloggers or KOLs. Therefore,
brand awareness of La Roche-Posay is higher medium.
“My favorite cosmetic brand is Klairs. I know La Roche-Posay through some social media
channels such as Tiktok, Facebook, Youtube and also through some famous beauty bloggers.”
(Thao Vi)
“My favorite cosmetic brand is Compliment. I know La Roche-Posay from France and it is
usually recommended by dermatologists.” (Hoa Duong)
“My top cosmetic brand is SVR. I know about La Roche-Posay, especially sunscreen products
for oily skin, and they are recommended by my friends.” (Thanh Phuong)

However, La Roche-Posay has high credibility in its customer mind since it provides effective
products which are highly recommended by experts and pharmacists as well as beauty bloggers
or KOLs.
“I believe that La Roche-Posay is reliable since it is cosmeceuticals brand which provides
effective products and is recommended by famous beauty bloggers” (Uyen Thy)
Moreover, it is also indicated that the most effective method for the brand to approach
customers is online platforms, especially e-commerce and social media.
In general, according to respondents, La Roche-Posay's sales and promotions cover a 3 out of
5 range because these campaigns just appear on e-commerce.
“There’s a lot of promotions on Shopee and Lazada. I give them 3.5 on the scale.” (Ngoc Hanh)
“I find that e-commerce sites such as shopee, lazada, etc. also have discounts, gifts from
official stores, but I do not see it reaching many people compared to other brands, so rate 3 out
of 5.” (Thao Vi)

Additionally, La Roche-Posay’s advertisements are mostly seen on social media such as

facebook, youtube, etc. But they are not as appealing as other brands which are much more
attractive.
“I can see many La Roche-Posay’s advertisements on facebook and youtube. Actually I don’t
find it attractive enough for me, it does not provide lively images and it makes me feel bored
and I don’t have enough time to watch a whole ad.” (Hoang Ngoc)
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“I do see it on the online platform and fanpage of La Roche-Posay but it is not really attractive
enough because many of them are quite similar to those from other brands and have no
originality.” (Minh Khoi)

Lastly, most participants have not known anything about the marketing campaigns of La
Roche-Posay.
“I actually don’t know any La Roche-Posay’s marketing campaigns, maybe because the
campaign is not attractive enough so I don’t know much about it.” (Gia Khanh)
“ I don't know about marketing campaigns of La Roche-Posay, maybe because the it is not
attractive and widespread” (Uyen Thy)

2.3. Quantitative research

After sending the survey and receiving 207 answers, we conduct a results analysis that in the
Cosmeceuticals field, La Roche-Posay is a brand with a high reputation. In the skincare
industry, we perceive that La Roche-Posay has higher medium popularity. However, their
marketing strategies including: marketing campaigns, advertising, promotions and sales are not
widely reached and are not effective.

Based on our survey, when it comes to Cosmeceuticals, 154 respondents out of 207 (74.4%)
said that they know or have heard of La Roche Posay.

207 respondents answered the question: “When it comes to skincare brands, especially Cosmeceuticals, what is
the first brand that you think of at the moment.

22
Overall, 129 out of 207 respondents said that they’ve seen La Roche-Posay’s
advertisements on Facebook. Other social media platforms including Instagram, Youtube,
Tiktok have about 80 respondents who saw La Roch-Posay each.

People who are currently using La Roche-Posay products answered the question: “Which social media do you
see La Roche-Posay’s advertisements?”

Non-LaRoche Posay users answered the question: “Which social media do you see La Roche-Posay’s
advertisements?”

However, when our respondents are asked whether they know any marketing campaign by La
Roche-Posay, about 83 respondents - 60.1% of La Roche- Posay users (138 out of total 207
respondents) chose NO.

23
85.5% of 69 non-La Roche-Posay users also don’t know about the company’s marketing
campaign.

La Roche-Posay users knowledge about the brands’ marketing campaigns

Non-La Roche-Posay users knowledge about the brands’ marketing campaigns

XI. SUMMARY
In conclusion, as for the customers’ decision and satisfaction, virtually all of them consider the
price of La Roche-Posay’s products is relatively high yet it is worthy. As a matter of fact, they
feel absolutely satisfied with the quality of the products and their skin condition improves
exceptionally after a particular therapeutic procedure and as a result, they are willing to make
a recommendation for people living in the surroundings, such as family members, friends or
relatives to use this brand’s products. Moreover, a variety of customers respond that they have
been inspired by the introduction of many well-known reviewers and beauty bloggers rather
24
than other advertising techniques. In terms of the packaging of La Roche-Posay, numerous
customers regard the packages of the products as considerably not catching. However, several
of them still see the originality and the signature of the packaging as it meets their preferences
while some others consider the simple packaging is unattractive and easy to cause confusion
because of the similarity among the packaging of all products. Furthermore, the promotion is
evaluated to not be really appealing because of few promotion codes; however, many customers
still choose to wait for the promotion time to purchase products for a deal.

In terms of the customers’ brand awareness, advertisements and marketing campaigns, the level
of awareness is approximately medium high because some products of La Roche-Posay are
very remarkable and conspicuous. According to 3 types of methodologies that we have
conducted, what initially pops into people’s heads about La Roche-Posay is the cosmeceutical
brand. This can be explained by the collaboration of La Roche-Posay and dermatologists
because all of the products are researched and inspected under laboratory standards to ensure
the quality of the products. In addition, the advertisements of this brand are considered by most
of the customers to be widespread because people can easily see them via multiple social media
platforms such as Facebook or Instagram; however, the staple response is that the ads do not
significantly influence their purchasing decisions until they watch the reviews from other
people. In contrast, although La Roche-Posay has established many marketing campaigns yet
they poorly make an approach to the customers, as nearly no respondents say that they know
about the campaigns of this brand.

XII. RECOMMENDATIONS
Based on the research, some of these recommendations are listed below to help La Roche-
Posay evaluate the satisfaction of customers and its expansion of business opportunity:
● La Roche-Posay should maintain focus on the target audience from 18-30 years olds,
especially GenZ.
● Continue their research and development (R&D) to improve their products' qualities
and create new products that are more suitable for sensitive skins.
● Their products are worth the price, however, their promotions and sales are not
appealing so they should use new promotional strategies and have more seasonal sales
so that they can attract more customers.

25
 ● Their brand awareness is higher medium, however, their campaigns and promotions
haven’t reached their target audience much. Some suggestions can be:
+ Organize a Case Study Competition for university students to increase brand
awareness and find a qualified workforce.
+ Organize activities, events, workshops for helping people with skin problems
to raise the brand’s popularity and also fulfill their CSR (corporate social
responsibilities) at the same time.

IX. LIMITATION
1. Secondary data
There is no challenge for us to have an elaborate and adequate amount of information about La
Roche Posay because the official website of this brand is quite informative and relevant.
However, we found it quite difficult to identify the credibility of vast amounts of data published
on the Internet as there were some articles that did not provide truthful information.

2. In-depth interview
Virtually all the interviews that we conducted were via online so that we are lacking face-to-
face interaction with our interviewees, which could have been observed explicitly if we could
have in-person interviews. Therefore, we were unable to see the facial expressions and actual
behaviors of the interviewees.

Secondly, we found it difficult to obtain a wide range of interviewees from different age groups,
genders, and backgrounds as not many of them have already experienced the products of La
Roche Posay.

3. Survey
The online questionnaire was conducted may lead to some unrealistic results as we cannot
control the actual number of participants who took part in the survey. Moreover, although we
have already tried to diversify the participants doing the questionnaire, a significant number of
them are people living around us so that may cause some biases and similar patterns among
them. One more considerable limitation is that most of the participants doing our survey are
young ladies and women, while the figure for male users is relatively lower, which is only
27.1% compared to the figure for their counterparts.
26
XIII. REFERENCES

Business success La Roche-Posay Vietnam [Internet]. [cited 2022Jul27]. Available from:

https://www.facebook.com/business/success/la-roche-posay-vietnam

Data for Vietnam, Lower middle income [Internet]. Data.worldbank.org. 2020 [cited 27
July 2022]. Available from: https://data.worldbank.org/?locations=VN-XN

Vietnam’s beauty and personal care market [Internet]. International Trade Administration |
Trade.gov. [cited 2022 Jul 27]. Available from: https://www.trade.gov/market-
intelligence/vietnams-beauty-and-personal-care-market

VietNamNet News KC. How big is Vietnam's cosmetics market? [Internet]. VietNamNet
News. 2019 [cited 2022Jul27]. Available from: https://vietnamnet.vn/en/how-big-is-
vietnams-cosmetics-market-
529857.html#:~:text=According%20to%20Nielsen%2C%20Vietnam's%20spending,remain
s%20promising%20for%20cosmetics%20manufacturers.

Vietnam Skin Care Products Market size, share & analysis report, 2027 [Internet]. Allied
Market Research. [cited 2022 Jul 27]. Available from:
https://www.alliedmarketresearch.com/vietnam-skin-care-products-market-A0672

27
 XIV. APPENDIX
The questionnaire in-depth interview

Section 1: Respondents’ Introduction:

INTRODUCTIO ● Your name / age / school
N & WARMUP ● Can you tell me what you do in your free time / weekend / weekday?
● Currently using any social media?
● What social media about skincare / makeup do you know? Did you follow their routine?

Section 2: ● What makes you interested in using skincare products in your daily life?
Understanding ● When did you realize that you need to use skincare products daily?
respondents ● How often do you use your skincare products?
● How many types of products do you have in your skincare routine? What are they?
● Name your favourite skincare brand or your top of mind skincare brand? Do you know
or have any ideas about La Roche Posay?
● How did you know about La Roche Posay?
● When you think of La Roche Posay, what comes to your mind first?
● Is there anything or anyone that influences you to use La Roche Posay for your skincare?

Section 3: ● Which factors / criteria do you consider when choosing a brand / product (Price, Quality,
Decision-making Products’ Ingredients, Brand name, Convenience, Packaging, Distribution,
Process Recommendation from friends/kols, ...)
● Which one is the most important factor among others? Why?

28
 ● Do you watch Youtube, Tiktok or other social media for your decision to buy skincare
products? Does it play an important role in the process?

Section 4: So now, let me ask you some questions about your opinions about one of the skincare and
Actual experience cosmetic brands, La Roche Posay.
and perceptions ● Talking about cosmetics, what is the first cosmetics brand that comes into your mind ?
of the customers Why? (when interviewee answers La Roche Posay)
about La Roche ● Talking about La Roche Posay, what is the first thing coming into your mind ?
Posay ● Have you ever used any products of La Roche Posay? If yes, how many products have
you got?
(For those who use La Roche Posay: After using the products, did you recommend it to anyone
else, ex: family, friends etc …?)
(For those who have not used it before: Why do you still not use this brand’s products? Have
you ever searched for some information about La Roche Posay via reviews, blogs, or your
surroundings? If yes, what do you think about their credibility?)
● Do you see the products of La Roche Posay frequently? If yes, where can you find them?
● What do you think about the packaging of La Roche Posay? Is it eye-catching to you? If
not, why do you think it does not attract you?
● Do you think the price of the products of this brand is affordable? If yes, why do you
think it is reasonable? If not, why do you think it is costly?
● Do you know any promotions/sales from La Roche Posay? How do you assess the extent
of La Roche Posay’s promotions/sales in the scale from 1 to 5? Do you buy the products
immediately when you need them or do you wait for the promotion time?
● Have you ever seen any advertisement for La Roche Posay? If yes, do you regularly see
it? Where do you see it (social media, on the street, in store)? Do the ads attract you?
If not, apart from information about the products, what are in the ads that you want to
see? (ex: KOLs, the celebrity you like, the ads’ theme, the commitment from the brands,
promotions, etc)
● Do you know any MKT campaigns by La Roche Posay? If yes, which one? If not, what
do you think are the reasons? (Low reach, Unattracting ads, …)
● Have you searched for product information on La Roche Posay website or on their social
media channels? How do you feel about those platforms? Is it helpful?

29
WRAP UP Before you leave, is there anything else that you want to ask or add?
Thank you again for joining the discussion with us today.

30
 List of interviewees

No. Interviewee Age Interview Date Interview Place

1 MInh Nguyet 19 08.07.2022 Online

2 Thanh Phuong 19 08.07.2022 Offline

3 Thao Vi 19 08.07.2022 Offline

4 Hoa Duong 19 08.07.2022 Online

5 Uyen Thy 19 08.07.2022 Online

6 Minh Anh 19 08.07.2022 Online

7 Vu Tien 20 15.07.2022 Online

8 Ngoc Hanh 26 14.07.2022 Offline

9 Kim Ngoc 25 11.07.2022 Online

10 MInh Khôi 26 13.07.2022 Online

11 Đức Hậu 19 13.07.2022 Online

12 Hoàng Quân 17 12.07.2022 Online

13 Hoàng Thành 22 11.07.2022 Online

14 Cao Thắng 19 13.07.2022 Online

15 Hoàng Ngọc 27 15.07.2022 Online

16 Gia Khánh 19 15.07.2022 Online

17 Hồng Duyên 17 15.07.2022 Online

18 Khánh Ly 24 15.07.2022 Online

Interview Transcripts
Many thanks for taking your time to have a talk with me today. I am doing a
research about

Self-introduction questions
1. What social media about skincare / makeup do you know? Did you follow their
routine?
2. What makes you interested in using skincare products in your daily life?
3. When did you realize that you need to use skincare products daily?
4. How often do you use your skincare products?

31
 Core ideas

Questions and Answers Coding

SECTION 2: Understanding respondents

1. What makes you interested in using skincare products in your daily Skincare products help
life? improve skin → better
● Thao Vi: It's interesting to try a variety of products to help take good appearance → be more
care of my skin. confident.
● Thanh Phuong: Thanks to skincare products, my skin has significantly
improved, making me feel more comfortable.
● Hoa Duong: Skincare products help improve skin, treat acne
● Minh Nguyet: I want to have better skin, but now I'm not interested
anymore because I'm following the routine prescribed by the doctor.
● Uyen Thy: Want to have better skin, help improve appearance
● Minh Anh: Just to take care of myself physically
● Duc Hau: Muốn làm da đẹp hơn
● Ly: làm đẹp, da khoẻ, lquan đến ngoại hình
● Minh Khoi: Đẹp da, khiến da sạch hơn và đỡ bị các vấn đề về mụn
● Kim Ngoc: Hiệu quả, đem lại cho mình làn da đẹp, cung cấp các yếu tố
mình cần
● Ngoc Hanh: using skincare products helps improve my skin condition
a lot.
● Vu Tien: Không hứng thú, việc skincare là sinh hoạt bình thường
● Hoang Thanh: Muốn đẹp da
● Hoang Quan: Improve skin & appearance
● Gia Khanh: Mặt láng, thoải mái, tự tin khi giao tiếp, làm việc
● Hong Duyen: Vì mình rất quan tâm và yêu thương cơ thể mình, muốn
có một làn da khỏe mạnh, sạch sẽ. Hơn nữa có 1 làn da đẹp cũng giúp
mình xinh đẹp hơn và tự tin hơn trong lúc gặp mặt, trò chuyện với mọi
người
● Cao Thang: Seeing other people confident when they have beautiful
skin, so I want to be like that.
● Hoang Ngoc: Vì hiện nay tình trạng bụi mịn ô nhiễm môi trường rất là
nặng nề, với cả chị cũng đã 27 tuổi rồi nếu không chăm sóc thì sẽ rất
nhanh bị lão hóa. Phụ nữ ai mà không muốn giữ mãi tuổi trẻ đúng
không em nên là dù công việc bận bịu thì chị vẫn luôn dành một ít thời
gian để chăm sóc cho bản thân mình . Với chị thì việc skincare mỗi ngày
như một hoạt động giải trí vậy vì nó làm chị cảm thấy rất sảng khoái
cũng như là thư giãn sau một ngày làm việc rất là stress đó em.

2. When did you realize that you need to use skincare products daily? Had skin problems (puberty
32
● Thao Vi: When I hit adolescence, I started to get acne and since then I acn), wanted to improve
started to care about the first steps of skin care, I started to care more appearance
about my appearance.
● Thanh Phuong: When I started getting acne, I felt self-conscious and
tried to find a solution
● Hoa Duong: When I went to university, I met a lot of people, so I cared
more about my appearance.
● Minh Nguyet: When I hit adolescence, I started to get acne and then I
started use skincare products.
● Uyen Thy: When I was in Grade 6 (11 years old), I started using facial
cleanser. When I was in Grade 10 (15 years old) I started doing full
skincare steps
● Minh Anh: When i started to go out more and wanted to look the best i
can.
● Duc Hau: Từ hồi lớp 8
● Ly: từ lúc lớp 11
● Minh Khoi: Bắt đầu có những dấu hiệu về mụn, quan tâm đến vẻ bề
ngoài nhiều hơn
● Kim Ngoc: Thức khuya để làm việc -> tìm đến các mỹ phẩm
● Ngoc Hanh: At the end of sophomore year.
● Vu Tien: Da bị mụn nhiều
● Hoang Thanh: 3 năm trước
● Hoang Quan: 3 năm trước
● Gia Khanh: Khi mình bắt đầu bị mụn và cảm thấy khá là tự ti về ngoại
hình, mình đã gặp bác sĩ da liễu và bắt đầu skincare.
● Hong Duyen: Từ khi mình lên cấp 3, mình đã có ý thức hơn trong việc
quan tâm đến cơ thể, làn da và bắt đầu có ý thức sử dụng các sản phẩm
dưỡng da hằng ngày.
● Cao Thang: When I got breakout on my face (3 years ago)
● Hoang Ngoc: Chị bắt đầu skincare từ lúc lớp 12 rồi đó em. Hồi đó là tại
chị hay thích đọc những bài báo về làm đẹp chăm sóc da đồ đó. Nên chị
nhận ra là kem chống nắng rất quan trọng trong công cuộc chăm sóc
da nên chị đã dùng kem chống nắng là thứ đầu tiên trong công cuộc
skincare của chị. Với hơn nữa là mẹ chị bị tình trạng nám rất là ghê nên
là đó cũng như tấm gương cho chị chị không muốn bị như vậy nên cũng
ráng chăm chút kĩ.

3. How often do you use your skincare products? Daily, twice a day: Morning
● Thao Vi: Twice a day: morning and night and night.
● Thanh Phuong: Twice a day: morning and night
● Hoa Duong: Daily
● Minh Nguyet: Daily

33
● Uyen Thy: Daily (twice a day)
● Minh Anh: Daily
● Duc Hau: Hằng ngày
● Ly: Hằng ngày
● Minh Khoi: 2 lần ngày sáng tối. Dùng nhiều loại: toner, serum, kem
chống nắng,...
● Kim Ngoc: 2 lần ngày sáng tối. Dùng nhiều loại: toner, serum,..
● Ngoc Hanh: I use it daily (except the day that I have skin problems)
● Vu Tien: Mỗi ngày (sáng tối), những lúc da có triệu chứng mụn rõ rệt
● Hoang Thanh: 2 lần/ngày
● Hoang Quan: Daily (twice a day)
● Gia Khanh: 3 lần một ngày: sáng, trưa, tối
● Hong Duyen: 2 lần 1 ngày: 1 sáng, 1 tối
● Cao Thang: Twice a day.
● Hoang Ngoc: Chị dùng mỗi ngày luôn em nói chung chăm da mà phải là
đường dài. Nhưng mà chị cũng lười lắm nên chị chỉ dùng những bước cơ
bản thôi chứ không có thời gian làm nhiều vì bình thường đi làm về đã
rất là mệt rồi thật sự là chỉ muốn đi ngủ luôn thôi. Nhưng mà nghĩ lại thì
khói bụi ngoài đường nhiều vậy không tẩy trang chăm sóc chắc hỏng da
hết mất nên lại lọ mọ dậy đi rửa mặt này nọ, nói chung cực nhưng mà vui
lắm em.

4. How many types of products do you have in your skincare routine? 5 products on average.
● Thao Vi: 5 products: makeup remover, cleanser, toner, serum, Basically included: makeup
moisturizer remover, cleanser, toner,
● Thanh Phuong: 5 products: makeup remover, cleanser, toner, serum, moisturizer,
sunscreen.
moisturizer, sunscreen
● Hoa Duong: 7 products
● Minh Nguyet: Basic skincare routine: 4 products: makeup remover,
cleanser, moisturizer, sunscreen
● Uyen Thy: 7 products: Sunscreen, Makeup remover, cleanser, toner,
serum, moisturizer, eyes cream
● Minh Anh: 3 to 4 products.
● Duc Hau: 5 sản phẩm
● Ly: khoảng 15
● Minh Khoi: 4 loại: sửa rửa mặt, toner, serum, kem dưỡng da
● Kim Ngoc: 4 loại: sửa rửa mặt, toner, serum, kem dưỡng
● Ngoc Hanh: I have 5-6 types of products.
● Vu Tien: Sữa rửa mặt, kem chống nắng, tẩy trang
● Hoang Thanh: 5 loại. Tẩy trang La Roche Posay/Sữa rửa mặt La Roche
Posay/ Kem dưỡng Bioderma/Kem dưỡng La Roche Posay/Lotion
Salyzap

34
● Hoang Quan: 3 products: tẩy trang, srm, xịt khoáng
● Gia Khanh: 5 sản phẩm: nước tẩy trang, sữa rửa mặt, serum, kem dưỡng
ẩm, kem chống nắng
● Hong Duyen: 7 sản phẩm: Nước tẩy trang, sữa rửa mặt, toner, mặt nạ,
serum, kem dưỡng ẩm, kem chống nắng
● Cao Thang: 5 types
● Hoang Ngoc: Để coi tổng cộng chắc chị xài tầm 5 món á. Nói chung
toàn bước cơ bản à gồm là tẩy trang, rửa mặt, toner rồi serum với
kem dưỡng thôi à. Làm có nhiêu đó mà không hiểu sao tối nào chị cũng
làm hết cả tiếng đồng hồ. Mệt thì mệt thiệt nhưng mà lúc rửa mặt xức
kem nó đã lắm em thư giãn quên hết giờ giấc luôn á.

5. Name your favourite skincare brand or your top of mind skincare LRP is not on top of mind
brand? Do you know or have any ideas about La Roche Posay? when talking about favorite
● Thao Vi: Klairs. I know LRP through some social media channels such skincare brands. Have
information about LRP from
as Tiktok, Facebook, Youtube and also through some famous beauty
social media channels and
bloggers. recommendations from
● Kim Ngoc: Klairs. Biết được trên các trang mạng xã hội qua các bài friends and experts.
quảng cáo, tiktok
● Minh Khoi: Kiehl's. Có vì có sử dụng qua LRP
● Thanh Phuong: SVR. I know about LRP, especially sunscreen products
for oily skin, and are recommended by my friends.
● Hong Duyen: LRP. Biết đến LRP do xem review về kem chống nắng
trên mạng và rất nhiều beauty blogger đề cập đến kem chống nắng của
LRP.
● Gia Khanh: LRP.Được bác sĩ da liễu khuyên dùng.
● Hoa Duong: Compliment. I know La Roche Posay from France,
recommended by dermatologists.
● Ly: paula choice, klair và eucerin. Know La Roche Posay
● Duc Hau: Lucenbase, Skin Aqua, compliment. Biết La Roche Posay là
hãng dược mỹ phẩm
● Minh Nguyet: Bioderma, Murad
● Ngoc Hanh: The Ordinary, Bioderma, Cerave, La Roche Posay, Simple.
I do know about LRP.
● Vu Tien: LRP. Có biết
● Uyen Thy: Dear Klairs & the ordinary. I know LRP because I have
already used it before.
● Hoang Quan: La Roche Posay & Innisfree/ LRP is suitable for all types
of skin
● Hoang Thanh: La Roche Posay/Có
● Minh Anh: Innisfree. Yes, i used La Roche Posay for a while, I have
used other brands from Korea too.

35
● Hoang Ngoc: Carophy.laroche posay thì chị cũng có thoáng nghĩ qua, vì
chị đã dùng sản phẩm tẩy trang của hãng này rồi và chị cũng rất là thích
nó luôn.
● Cao Thang: La Roche Posay. I know La Roche Posay

6. How did you know about La Roche Posay? Know LRP from watching the
● Thao Vi: I know LRP from watching the youtube channels of famous youtube channels of famous
beauty blogger: Trinh Pham,... beauty bloggers and reviews
● Kim Ngoc: Dược mỹ phẩm do bác sĩ khuyên dùng from social media.
● Minh Khoi: Biết được trên các trang mạng xã hội qua các bài quảng cáo,
tiktok và giới thiệu từ các bác sĩ da liễu
● Thanh Phuong: Through a friend who used LRP and recommended it to
me
● Hong Duyen: Xem video của beauty blogger
● Gia Khanh: Lần đầu biết đến La roche posay là được nghe review về
kem dưỡng B5
● Hoa Duong: I know LRP through beauty blogger Trinh Pham
● Ly: Vì tìm hiểu mỹ phẩm, review
● Duc Hau: Qua tự tìm hiểu, qua KOL, qua ba ( bác sĩ da liễu)
● Minh Nguyet: I know LRP through reviews, recommended by friends
● Ngoc Hanh: I knew it through beauty bloggers and KOLs
● Vu Tien: Được bạn bè và em gái khuyên sử dụng
● Uyen Thy: Through beauty bloggers
● Hoang Quan: Ecommerce (Hasaki) (incidentally)
● Hoang Thanh: Bác sĩ da liễu giới thiệu
● Minh Anh: Someone recommended the brand and tiktok videos
● Hoang Ngoc: thông qua kênh hà linh official review
● Cao Thang: Through some social media platforms that I follow such as
YouTube and Tik Tok.

7. When you think of La Roche Posay, what comes to your mind first? LRP is an effective product and
● Thao Vi: The first thing that comes to mind is an intensive care and highly recommended by
treatment product for acne-prone skin, which is highly appreciated by experts and pharmacists.
experts and highly recommended.
● Kim Ngoc: Dược mỹ phẩm do bác sĩ khuyên dùng
● Minh Khoi: Dược mỹ phẩm cho da nhạy cảm
● Thanh Phuong: LRP is a French cosmetic brand, with intensive care and
treatment products for acne skin, which has received high praise from
experts and pharmacists.

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● Hong Duyen: Hãng dược mỹ phẩm của Pháp, có thành phần an toàn cho
mọi loại da.
● Gia Khanh: Sản phẩm dược mỹ phẩm không cồn, không hương liệu, sản
phẩm trị mụn, an toàn với mọi tình trạng da.
● Hoa Duong: Products specializing in acne treatment, featured blue and
white packaging
● Ly: Đắt, của pháp
● Duc Hau: An toàn, hiệu quả lành tính, bao bì tối giản ấn tượng
● Minh Nguyet: Thinking of “Specialized in Acne”, “Normal Price”, now
don’t like LRP anymore
● Ngoc Hanh: Simple and effective.
● Vu Tien: Chất lượng
● Uyen Thy: The first thing that come to my mind is that it is a
cosmeceutical and expensive.
● Hoang Quan: Famous, Diverse, Suitable for all types of skin,
Trustworthy
● Hoang Thanh: Kem dưỡng La Roche Posay
● Minh Anh: LRP is very effective and has a high price
● Hoang Ngoc: một hãng dược mĩ phẩm từ Pháp, với những sản phẩm rất
là an toàn
● Cao Thang: The La Roche Posay brand is well-known for its high-
quality products that are safe for even the most sensitive skin.

8. Is there anything or anyone that influences you to use La Roche Influenced by youtube
Posay for your skincare? bloggers, reviewers: Trinh
● Thao Vi: Often watch youtube channels about beauty and often see the Pham, Ha Linh
effectiveness when youtubers use and review them
● Kim Ngoc: Những bạn trên mạng xã hội điều có làn da đẹp -> làm động
lực để sử dụng các sản phẩm của thương hiệu để da đẹp hơn
● Minh Khoi: Có, bác sĩ suggest
● Thanh Phuong: I got good reviews from my friends about LRP's
products, and I decided to give it a try
● Hong Duyen: Thương hiệu lớn đến từ Pháp uy tín, được bạn bè, beauty
blogger dùng và recommend nhiều.
● Gia Khanh: Sản phẩm dược mỹ phẩm không cồn, không hương liệu, sản
phẩm trị mụn, an toàn với mọi tình trạng da.
● Hoa Duong: From beauty blogger Trinh Pham
● Ly: Review, bạn bè xài xong recommend, rồi đi tìm dùng. hoặc coi
người reviewer cùng loại da rồi xài
● Duc Hau: Không.
● Minh Nguyet: Youtube bloggers

37
 ● Ngoc Hanh: Yes, there is. My friends and beauty bloggers have
influenced me to use them.
● Vu Tien: Em gái
● Uyen Thy: Beauty bloggers influence to use LRP
● Hoang Quan: No
● Hoang Thanh: Có → Bác sĩ và em người yêu
● Minh Anh: Yes, I watch some videos on tiktok from Ha Linh official,
she is my favorite reviewer.
● Hoang Ngoc: Chị có người bạn rất thích sản phẩm hãng này nên giới
thiệu cho chị -> lên mạng tìm -> đặt thử
● Cao Thang: My friends.

SECTION 3: Decision making

Which one is the most important factor when choosing a brand / product Quality. It affects your skin
among others? Why? directly
● KNgoc: Ingredients. (No harm on your skin)
● TVi: Quality. (I apply the product directly on my skin so when something
goes wrong, I have to go for expensive treatments)
● MKhoi: Quality (the face is very important and needs attention if it is
sensitive skin)
● HDuong: Price (still be a student & buy products depend on their prices)
● Ly: Need (she needs to know what your skin is having, you should buy
the right product)
● ĐHau: Price (depend on family, still be a student)
● UThy: Recommendation (Trust my friends & want to have a skin like
them)
● HQuan: Price (No income)
● HThanh: Quality (Want to meet the needs of using the best products and
suitable for skin type)
● MNguyet: Quality
● VTien: Quality
● NHanh: Brand name (a brand identity for customers to know about them
and believe in using the product)
● TPhuong: Quality (it affects your skin directly)
● HDuyen: Quality (it affects skin directly)
● GKhanh: Quality (it affects skin directly & skincare requires a lot of time
and efforts)
● MAnh: Price (still a student & can’t afford high end products)
● HNgoc: Brand name (Top factor: majority of people approve of
something means that effectiveness is also guaranteed)
● CThang: Quality (if the product is not of good quality, my skin will be
damaged and I will lose money as well)

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What kind of information do you look for? Why? From where or who? Look for ingredients of the
When? products, review on the internet

Do you watch Youtube, Tiktok or other social media for your decision to buy
skincare products? Does it play an important role in the process? Tiktok, Youtube and other
● MAnh: Brand, Ingredient, Recommendation from family and friend.I social media play an important
watch them but do not trust social media as much as i do friends and role in the decision making
people i personally know. process because they’re
● TPhuong: Ingredients, Product’s review. I think that review on social approachable, easy to
media is very specific and helpful. understand, specific and helpful
● UThy: I looked up for review on social media and I think it plays a
crucial role
● HDuong: I didn’t watch the review on Youtube or Tiktok to make my
decision. I ask the staffs at the store to help me with the products
● TVi: Ingredients. I watch reviews because I think they’re easy to
understand and very detailed.
● KNgoc: I research if the products are suitable for sensitive skin or not. I
make my decision based on reviews on social media because I think
they’re helpful for people with sensitive skin.
● MKhoi: Ingredients to see if your facial skin is sensitive to those factors
● MNguyet: I read and watch reviews on the internet, YTB and TT for
more information and better understanding.
● HThanh: Review about product experience from relatives/friends
(experience from relatives/friends is trustworthy) => No. Not important
● HQuan: Review about product experience from relatives/friends
(experience from relatives/friends is trustworthy) But Yes, important
● HNgoc: Bảng thành phần, tác dụng của nó và trải nghiệm của những
người dùng khác trên những website của những beauty blogger hay từ
youtube, insta,.. Rất thường xuyên. Trước khi mua gì chị cũng rất là kĩ
đi search trên nhiều mxh để đưa ra một cái nhìn khách quan nhất .
● CThang: Ingredients, uses, suitability. Because the products will be
applied on my face, so I need to be as careful as I can. From social
media platforms and reviews from some of my friends. Yes, review on
social media plays an important role in the process of making a decision
to buy skincare products.
● GKhanh: Tìm bảng thành phần và review trên mạng và từ những
người bạn đã từng sử dụng sản phẩm đó.
Có. Đặc biệt là Youtube, review từ những người có nhiều kinh
nghiệm và có chuyên môn đem lại cho mình nhiều thông tin hữu ích.
● HDuyen: Nhờ sự tư vấn của nhân viên cửa hàng, xem review của các
beauty blogger trên mạng
Có, những review đến từ các beauty blogger uy tín rất cụ thể, đáng để
tham khảo.
Đó cũng là bước quan trọng trong việc quyết định mua sản phẩm.

● NHanh: brand name is the most important. They don’t have to be a big
brand but they should have a brand identity for customers to know about
them and believe in using the product. I do watch and research a lot on

39
 Youtube and Google to know well about a product i’m gonna buy. Yes, it
plays an important role in the process.
● VTien: Chất lượng la quan trong nhat.Không coi các trang social để
mua
● DHau: Thông tin về sản phẩm ( dòng sp, chức năng, thành phần). Vì:
- Để xác định có hợp với da hay kh
- Tránh tình trạng kích ứng các thành phần của sp
Thường tìm qua GG, trang web da liễu, youtube. Chỉ xem khi cần tham
khảo, kh luôn luôn nghe theo.
Có. Vì những người phát ngôn về sp sẽ cung cấp hữu ích/ người review
sẽ chia sẻ cảm nhận → rút ra có phù hợp bản thân hay kh
● Ly: thông tin về hoạt chất, phù hợp da hay không, rồi tìm hiểu giá,
thương hiệu (quan trọng hơn)
Có coi review social media

SECTION 4: Actual experience and perceptions of the customers about La Roche Posay

2. Talking about La Roche Posay, what is the first thing coming into your →50% interviewee does not
mind ? have any idea about LRP
→ Brand awareness is a higher
- Thảo Vi: … medium. Still have no brand
- Kim Ngoc : …. imagine in interviewees
- Minh Khoi: …….
- Thanh Phuong:....
- Hong Duyen: Không cồn, không hương liệu phù hợp với da nhạy cảm
- Gia Khanh: …..
- Dương Hoa : ….
- Khánh Ly: Đắt, của pháp
- Đức Hậu: Biết La Roche Posay là hãng dược mỹ phẩm.
- Minh Nguyet: ……
- Ngoc Hanh: …..
- Vu Tien: Chất lượng
- UThee:...
- Hoang QUan: Famous, Diverse, Suitable for all types of skin,
Trustworthy
- Hoang Thanh: Sản phẩm chất lượng ổn, phù hợp với loại da, giá cả
không quá cao.
- Minh Anh: effaclar duo, it’s kind of a method to deal with acnes in LRP
products
- Hoang Ngoc: Nói đến laroche posay thì là nói đến những sản phẩm dược
mỹ phẩm lành tính, cực kì dịu nhẹ nhưng vẫn mang lại hiệu quả rất rõ
ràng, đó là ấn tượng mà hãng để lại với chị
- Cao Thang: The La Roche Posay brand is well-known for its high-
quality products that are safe for even the most sensitive skin.

3. Have you ever used any products of La Roche Posay? If yes, how many →Brand has high credibility

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products have you got? in customer mind. (
- (For those who use LRP: After using the products, did you Recommended by doctor,
recommend it to anyone else, ex: family, friends etc …?) beauty blogger, KOL,...)
- (For those who have not used it before: Why do you still not use this - Main reason not to
brand’s products? Have you ever searched for some information recommend/ use : high
about La Roche Posay via reviews, blogs, or your surroundings? If price/ not suitable for
yes, what do you think about their credibility?) skin type

- Thảo Vi: Chưa sử dụng vì những sản phẩm đang dùng của drugstore
cũng hiệu quả nên chưa có nhu cầu sử dụng các sản phẩm có giá thành
cao hơn. Cũng thường thấy còn độ tin cậy thì thấy rất đáng tin vì các
beauty blogger nổi tiếng và uy tín cũng có sử dụng và recommend như
trinh phạm
- Kim Ngoc : Cung cấp đủ công dụng vì nó cung cấp đủ độ ẩm và trị
mụn tốt, có 2 sản phẩm: kem dưỡng, toner. Có giới thiệu cho bạn bè vì sử
dụng có hiệu quả
- Minh Khoi: Có sử dụng qua một vài sản phẩm LRP: kem chống nắng,
xịt khoáng. Sẽ giới thiệu cho bạn bè và người thân vì giá cả và chất lượng
cũng tương đối ổn
- Thanh Phuong:Có. Mình có dùng 1 sản phẩm là kem chống nắng của
LRP. Nó không làm mình đủ hài lòng để recommend cho gđ và bạn bè.
- Hong Duyen: Rồi. Mình dùng 3 sản phẩm: nước tẩy trang, kem chống
nắng, kem dưỡng B5.
Mình cảm thấy chất lượng sản phẩm rất tốt nên mình đã recommend cho
bạn bè và gia đình của mình cùng sử dụng
- Gia Khanh: Rồi. Mình đã từng dùng kem dưỡng B5 của La Roche
Posay. Chất lượng của nó tốt và mình đã recommend cho bạn mình
- Dương Hoa : đã từng, hơn 1 chai srm ( không, vì chưa sử dụng nhiều với
lại không phù hợp da- cảm thấy hơi khô)
- Khánh Ly: Có xài rồi, 2 cái : xịt khoáng với kcn. Độ uy tín ok, 8/10
điểm. Chưa recommend với ai hết vì bạn bè xung quanh cũng đang dùng
luôn
- Đức Hậu: đã từng, 2 loại sữa rửa mặt (không, vì sản phẩm đang xài đã
quá phổ biến, ai cũng biết).
Có chủ động tìm kiếm tt của hãng
- Minh Nguyet: : Đã từng sử dụng sản phẩm LRP. Không thích kem
chống nắng vì có texture xấu, chấm mụn không hiệu quả, nước tẩy trang
so với các hãng khác không tốt bằng, gây kích ứng. Nếu giới thiệu cho
bạn bè người thân:
+ Nếu bạn đó có budget cao: giới thiệu các sản phẩm phân khúc
high-end vì cảm thấy tốt hơn
+ Nếu budget trung bình-thấp: giới thiệu LRP nhưng khuyên nên đi
gặp bác sĩ để được hướng dẫn kĩ hơi (recommend gián tiếp)
- Ngoc Hanh : I’ve used sunscreen and gel cleanser. I used it well and I
recommended it to my friends.
- Vu Tien: Nước tẩy trang (dịu nhẹ, không bị khô da), kem trị mụn (dịu),
ai hỏi thì mới review chứ không chủ động recommend
- Uyen Thy: Từng xài kcn LRP (sample) => 1 product

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 + Kom recommend => vì expensive, but if they’re rich thì sẽ
recommend vì tốt thiệc
+ Kom dùng thường là do unaffordable
+ Có search for in4
+ Có tin tưởng (credible): dược mỹ phẩm, được beauty bloggers
recommend
- Hoang Quan: Đã từng. 3 loại sản phẩm (Nước tẩy trang, sữa rửa mặt,
KCN)
+ Có (người yêu)
- Hoang Thanh: Đã từng. 3 loại sản phẩm (Nước tẩy trang, sữa rửa mặt,
kem dưỡng)
- Có
- Sản phẩm phù hợp với loại da và túi tiền.
- Đã từng searched. Độ tin cậy chiếm 75 - 80%
- Minh Anh: around 2-3, i did not recommend to anyone but if they asked
i would speak positively about the products
- Hoang Ngoc: Như chị đã nói là chị đã có dùng sản phẩm nước tẩy trang
của hãng rồi á thì cảm nhận của chị là rất là thích nó luôn. Tại vì nó tẩy
rất là sạch mà khả năng làm dịu da lại tốt nữa nên chị thích lắm dù giá nó
hơi nhỉnh so với mặt bằng chung nhưng mà xứng đáng với chất lượng.
- Cao Thang: Yes, I got its facial cleanser, makeup remover and anti-acne
moisturizer.

4. Do you see the products of La Roche Posay frequently? If yes, where can → Online platform is a more
you find them? frequent method of brand to
approach customers ( shopee/
- Thảo Vi: Thường thấy trên quảng cáo trên face hay tiktok cũng facebook/tiktok/
review…cũng có thể thấy cửa hàng chuyên bán mỹ phẩm (hasaki,..) youtube/Lazada..)
- Kim Ngoc : Thấy trên FB, trang thương mại điện tử, fanpage. Có thể LRP products are displayed
mua ở các cửa hàng chuyên bán mỹ phẩm both in retail/ physical stores
- Minh Khoi: Thấy trên FB, trang thương mại điện tử, fanpage, cửa hàng too.
chuyên bán mỹ phẩm.
- Thanh Phuong:Mình có thấy khá nhiều trên các kênh Tiktok và
Youtube, và được recommend sử dụng nhiều bởi các beauty blogger và
bác sĩ da liễu. Và ở hầu hết các cửa hàng bán các sản phẩm chăm sóc da
mình đã từng đến thì đều có sản phẩm của LRP.
- Hong Duyen: Mình thường xuyên thấy sản phẩm của LRP: trên FB,
Tiktok, Youtube, và hầu hết các cửa hàng mỹ phẩm mình đi từ lớn đến
nhỏ đều có sản phẩm của LRP
- Gia Khanh: Mình thường thấy sản phẩm của La Roche Posay trên các
video Youtube, Tiktok, trên các sàn thương mại điện tử, trong hầu hết
các cửa hàng mỹ phẩm mà mình từng đi đều có sản phẩm của La Roche
Posay.
- Dương Hoa : Có, youtube, beauty blogger hoặc nhóm làm đẹp
- Khánh Ly: Có thường xuyên thấy, ở cửa hàng, trên mạng online/ review
- Đức Hậu: Không thường xuyên nhưng những lúc hãng ra sp mới thì thấy
nhiều hơn. Thấy trên online
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 - Minh Nguyet:Nhìn thấy LRP ở các pharmacy (gian hàng được đặt ở chỗ
dễ thấy, được bàn tán nhiều nên có sự quan tâm, chú ý), ở Guardian thì
xuất hiện ít, không thu hút
- Ngoc Hanh: Yes. I saw it on Shopee, Instagram (KOLs/Beauty
Bloggers).
- Vu Tien: Thấy ở mall, không thường xuyên lắm
- UThee: Usually see LRP products => cosmetic stores, supermarkets
- Hoang QUan: Có. Ecommerce (Laz, Shopee); Social media (IG)
- Hoang Thanh: Có. Trên các sàn thương mại điện tử, kiot trung tâm
thương mại.
- Minh Anh: not really, hardly find in physical stores, but can be found
on online platform
- Hoang Ngoc: SP của La-Roche Posay thì rất là phổ biến mà, xuất hiện
nhiều trong cái chuỗi cửa hàng kinh doanh mỹ phẩm lớn như là
Guardian, là nơi mà chị hay đi nhất, hay là Watsons, hasaki,..nhưng mà
cũng có trong mấy chuỗi bán lẻ như Lamthao Cosmetics,...
- Cao Thang: Yes, I usually see the products of LRP on e-commerce
platforms such as Shopee.

5. What do you think about the packaging of La Roche Posay? Is it eye- → 50/50
catching to you? If not, why do you think it does not attract you? Packaging is similar,
signature.
- Thảo Vi: Giá thành mắc nhưng bao bì không thu hút lắm vì nó khá đơn A problem : customer hard
giản ko bắt mắt với như các sản phẩm khác distinguish different product
- Kim Ngoc : Không đặc sắc, khá ít màu, đơn giản nhưng thông tin in trên line
bao bì đầy đủ
- Minh Khoi: Dễ nhìn, có khá nhiều thông tin trên bao bì nhưng sẽ không
thu hút lắm vì bao bì có xu hướng đơn giản.
- Thanh Phuong: Mình thấy packaging nhìn khá là signature, dễ nhận
dạng. Nhìn nó đơn giản và không bắt mắt.
- Hong Duyen: Packaging tối giản, signature, chuyên nghiệp. Có bắt mắt
- Gia Khanh: Packaging tối giản, không quá bắt mắt nhưng mình thấy phù
hợp với vibe của brand.
- Dương Hoa : Có, bắt mắt, nhìn đẹp, tối giản, đơn giản
- Khánh Ly: Bao bì đẹp, thân thiện, bắt mắt
- Đức Hậu: Có, ấn tượng, nhìn đẹp, tối giản, đơn giản, bắt mắt
- Minh Nguyet: Packaging tạo sự tin tưởng, chuyên nghiệp, sạch sẽ
- Ngoc Hanh: The packaging is simple. It's quite eye-catching to me
‘cause I like simple things.
- Vu Tien: Packaging vừa mắt, tông lạnh dịu mắt
- UThee: Packaging: not special & not eye-catching (ko xấu & phèn).
Nhưng các dòng sp khác nhau bao bì ko có sự khác nhau nhiều (sự khác
biệt quá nhỏ để phân biệt, dễ nhầm lẫn) => Cần in to đùng chà bá sự khác
biệt
- Hoang Quan: Material: Plastic =>unfriendly-environmental
Eye-catching (điểm nhấn: logo với dòng chữ LRP rõ với tone màu: xanh
& trắng => dễ nhận biết)
But vẫn dễ bị nhầm lẫn

43
 - Hoang Thanh: Packaging ổn, đầy đủ thông tin trên bao bì sản phẩm.
Eye-catching khi nhìn thấy.
- Minh Anh: pretty appealing, neat packaging, simply makes beauty, I
don't like colorful packaging
- Hoang Ngoc: Chị thấy bao bì sản phẩm ổn, không quá màu mè như bao
bì hàn quốc, cũng không quá đại trà sơ sài như bao bì sp của nhật bản.
Chị thấy bao bì basic, thể hiện đủ thông tin cần thiết nhưng nhìn vẫn rất
tươi sáng và bắt mắt. Đối với gu thẩm mỹ của chị là như vậy đó.
- Cao Thang: Its packaging is simple but informative. I feel attractive
when I see LRP products

6. Do you think the price of the products of this brand is affordable? If yes, → The price is affordable
why do you think it is reasonable? If not, why do you think it is costly? compared to the quality =>
value for money
- Thảo Vi: Hợp lý vì chất lượng tốt của sản phẩm nhưng đối với sinh viên
thì ko mua nổi
- Kim Ngoc : Giá cả hợp lí (đã đi làm) vì chất lượng sản phẩm tốt hiệu
quả còn đối với sinh viên thì giá nó sẽ khó chi trả hơn.
- Minh Khoi: Thấy hợp lí vì cũng không quá mắc như các loại dược mỹ
phẩm khác và chất lượng cũng tốt.
- Thanh Phuong: Vì đây là sản phẩm có thương hiệu nên giá như vậy là
hợp lý
- Hong Duyen: Có. Giá hợp lý do sản phẩm chất lượng tốt, có thương hiệu
lớn.
- Gia Khanh: Có. Mình thấy chất lượng sản phẩm, giá trị thương hiệu phù
hợp với giá tiền.
- Dương Hoa : Giá cả vừa túi tiền so với các sản phẩm trị mụn, đặc trị
khác. Tuỳ thuộc vào khả năng kinh tế của từng người, bây h thì oke, hồi
c2 c3 thì thấy đắt
- Khánh Ly: Giá thành trung bình cao, so với các sản phẩm cùng một
công dụng nhưng giá cao hơn.
- Đức Hậu: Đối với bản thân thì thấy cao. Vì chưa có thu nhập
- Minh Nguyet: Affordable
- Ngoc Hanh: It depends on the products. I think the price is in between
affordable and costly. They has a good brand identity and the “high-end”
kind of products so they can have a price like that
- Vu Tien: Giá hơi cao hơn so với mức trung bình
- UThee: Not have enough income => if can: affordable, ko bị over price
- Hoang QUan: affordable compared to other brands. Có combo, quà tặng
kèm (hợp lí)
- Hoang Thanh: Giá affordable. Vì phù hợp với mức lương hiện tại của
mình.
- Minh Anh: yes, i think it does what it’s supposed to do most of the time
if used correctly and consistently
- Hoang Ngoc: Đối với chị là hiện nay chị có công việc với mức lương
khá ổn định rồi thì chị thấy mức giá cũng tạm ổn. Phải nói là tạm ổn thôi
vì chỉ một số sản phẩm mới xứng với giá tiền. Còn lại những sản phẩm
như serum hơn 1tr 1 lọ thì thật sự là quá đắt. Dù chị có kinh tế nhưng chị

44
 vẫn không đủ can đảm để mạnh tay mua sản phẩm với mức giá đó được
vì chị có thể mua những sp khác mức giá thấp hơn nhưng với chất lượng
tương tự.
- Cao Thang: I don’t think that the price is affordable since I’m still a
university student and all of my income is still dependent on my parents.
I also live in HCMC so I have to spend a lot of money on my essentials.
Therefore, I can not spend too much money on skincare products like
LRP.

7. Do you know any promotions/sales from LRP? How do you assess the Overall: 3/5
extent of La Roche Posay’s promotions/sales in the scale from 1 to 5? Reason :
+ Marketing is not
Do you buy the products immediately when you need them or do you wait approachable to
for the promotion time? customer as other
- Kim Ngoc : Có biết tới vì có follow trên các trang mxh hay shopee. brands
Đánh giá 3.5/5. Mua ngay lập tức vì sự cần thiết, quan trọng của sản + Campaign is not
phẩm đó popular
- Thảo Vi: Có vì các trang thương mại điện tử shopee, lazada,… cũng có However, sales are quite
các chương trình giảm giá, quà tặng từ cửa hàng chính hãng nhưng không attractive
thấy nó tiếp cận nhiều người so với các thương hiệu khác nên đánh giá 3 Most young customers will
trên 5. Đợi đến giảm giá vì giá cả sẽ rẻ hơn cũng như chất lượng sẽ như wait for the promotion time
nhau và có thể chi trả được. while people who have stable
- Dương Hoa :chiến dịch quảng cáo thì kh biết, sales thì biết từ link, còn income will buy without
kh chủ động tìm hiểu considering the sales time.
- Chấm 3 điểm
- chờ đến khuyến mãi
- UThee: Chỉ chạy sales/promotions on Shopee (Ecommerce) => Extent:
4/10 (⅖) => chỉ chạy những ngày sale lớn => wait for promo
- Minh Nguyet: Mã giảm giá đến từ các KOL trên Youtube (Lazada,
Shopee). Các mã khá hời, hiệu quả, mua 1 tặng 1.
- Minh Anh: I often see the promotion on online shopping platforms and I
will take 2.5 for it. → Wait for the promotion time
- Thanh Phuong:Mình không quan tâm nhiều đến LRP nên không biết về
các chương trình giảm giá.
Đánh giá 1/5 do theo mình thấy thì độ tiếp cận không cao.
Tùy vào tình huống, nếu cần quá thì mình sẽ mua ngay, còn không thì
mình chờ giảm giá rồi mua.
- HNgoc: Yeah, I know many sales from LRP because I have used Shopee
a lot. I will take 3/5 for the promotions of LRP because it’s not a really
big sale but it gives a little incentive and I appreciate that. And I usually
buy LRP without consider too much on the promotion time because it’s
necessary to have immediately
- CThang: Yes I do see the promotions of LRP. And I will give 3/5 . And
I will wait for the promotion time rather than buy it immediately.
- HDuyen: Yes, some sales are on Shopee, the communication program is
quite impressive via fan pages of LRP and other beauty bloggers. So I
would take 4/5 for it.
- GKhanh: I have already seen some promotion of LRP in some big sales

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 of shopee. I will take 4/5 because the sales is very big and being
commercially supported by various beauty bloggers.
- NHanh:There’s a lot of promotions on Shopee and Lazada. I give them
3.5 in the scale. I always wait for the promotions to buy.
- VTien: I don’t know any promotions/sales, usually buy on Shopee.
- HQuan: Yes, I am quite considering the promotion. I will take 2/5 . I will
wait for the promotion to buy
- HThanh: I know but I don’t pay much attention to so I don't wait for the
promotion time
- DHau: I don’t remember clearly but I will take 5/5. I am waiting for the
sales to buy.
- Ly: Yes, some sales on shopee. And also in some physical stores where I
can receive some incentives. I will take 3.5/5. I will wait for the
promotion time or buy from hand-carried goods.
- MKhoi: I know it because I have followed some social media and
shopee. I will take 3.5/5 and I will buy products immediately when I
need because of their importance.

8.Have you ever seen any advertisement for La Roche Posay? If yes, do you Ads mostly are seen on social
regularly see it? Where do you see it (social media, on the street, in store)? media, such as youtube, fb, etc.
Do the ads attract you? But it is still not appealing
If not, apart from information about the products, what are in the because other brands
ads that you want to see? (ex: KOLs, the celebrity you like, the ads’ collaborate with the
theme, the commitment from the brands, promotions, etc) celebrities, which is much
● Kim Ngoc:Có ở các trạm dừng xe buýt , ở các trung tâm thương mại, FB. more attractive.
Có thu hút vì mỗi khi quảng cáo sẽ có những người mẫu giới thiệu làn da
đẹp của mình khiến mình muốn mua sản phẩm. Muốn thấy quảng cáo trở
nên màu sắc hơn.
● Thao Vi:Thường thấy trên facebook, ko thu hút vì các quảng cáo đó
thường không đặc biệt và không liên kết nhiều với các nghệ sĩ hay kol để
chạy ctrinh
● Duong Hoa:Quảng cáo trên youtube (lâu lắm), thấy ở beauty blogger.
Quảng cáo không quá thu hút, thu hút bởi màu sắc spham, công dụng
● Uyen Thy: Thấy chạy ads trên social media (fb) & Booking kols (nhiều)
=> có attract, perceive. Apart from in4 of products, want to see
promotions
● Thanh Phuong:Chưa. Khi xem quảng cáo mình quan tâm đến câu chuyện
của quảng cáo
● Minh Anh: sometimes on instagram & tiktok, but i don’t really read the
ads because i already know the products
● Minh Nguyet:Quảng cáo của LRP không thấy, chỉ thấy ở pharmacy.
Quảng cáo không đủ ấn tượng (do bạn không để ý nữa)
● HNgoc: Yeah, I can see many advertisements on fb and ads on youtube.
Actually I don’t see it attractive enough for me, it does not provide lively
images and it makes me feel bored and I don’t have enough time to
watch a whole ad.
● CThang: I have seen an advertisement for LRP. I saw it on social media
but I rarely see it. It is not really attractive as well.

46
 ● HDuyen: No, I haven’t. I want to see more about the value and the story
of the ads.
● GKhanh: No. I think it will be much more appealing if LRP can
collaborate with some celebrities and more catchy topics.
● NHanh: Not yet. I want to see the brand’s commitment, the KOLs/celebs
and the ad’s theme.
● VTien: I don’t see any ads from LRP
● HQuan: I have seen some ads on social media and games. It’s curious
enough for me to search for the discount info and KOLs, …
● HThanh: No, I have not seen any ads. I want to see more commitment
from the brand about the products.
● DHau: Yeah, I saw many of them on youtube, fb, ig but did not see many
from outside the street. The ads are lively, the story is attractive.
● Ly: Yeah, I frequently see those on fb, shopee. The ads are simple but I
like the color of them
● MKhoi: I do see it on the online platform and fb pages of LRP but it is
not really attractive enough because many of them are quite similar to
those from other brands and have no originality.

9.Do you know any MKT campaigns by LRP? If yes, which one? Large number of people have
Kim Ngoc: No I don’t not known anything about the
Thao Vi: I don’t know much, maybe because those do not attract the youngsters marketing campaigns of LRP.
like me
Duong Hoa: I don't know, it is not popular like other brands.
Uyen Thy: I don't know, maybe because the it is not attractive and widespread
Thanh Phuong: Không biết vì có lẽ độ phủ sóng của chương trình còn thấp, nên
mình chưa biết đến
Minh Anh: no, not really
Minh Nguyet: No i dont
HNgoc: Unfortunately, I don’t know much about it
CThang: I haven’t heard of any MKT campaigns by LRP.
HDuyen: No, because I don’t pay much attention to the campaign.
GKhanh: Actually no, maybe because the campaign is not attractive enough so I
don’t know much about it.
NHanh: Yes. I saw a few campaigns that KOLs join in and have fun.
VTien: No I don’t know much about it
HQuan: No, low reach for me
HThanh: No, low reach for me
DHau: No I have not
Ly: I don’t know about the campaigns because I don’t really pay attention to and
it does not appear on fb
MKhoi: Yes, I know one

10. Have you searched for product information on La Roche Posay website More people choose to search
or on their social media channels? How do you feel about those platforms? for info via websites and
Is it helpful? official social media because
● Thao Vi: Yes, it helps because there are many reviews and it is also very it’s informative and practical
practical when some youtubers already try this brand and user-friendly.

47
● Hoa Duong: No, I haven’t. I just read the review on Shopee Mall. It’s
brief and concise, I can easily understand that.
● Uyen Thy: No, I don’t search via those platforms, I frequently watch
from KOLs and reviews.
● Thanh Phuong: Yes, I have searched on the website. It’s very informative
and helpful
● Minh Anh: I just searched for basic info on google, which gives pretty
reliable and diverse information
● Minh Nguyet: No I haven’t searched information on their website
● Kim Ngoc: Yes, I search for info on the Facebook page of LRP
● HNgoc: I hardly find the information from the website or social media of
LRP because the info organization and appearance is so poor and boring
so I really don’t like it. I choose to search on google or youtube from the
reviewers rather because it’s practical.
● CThang: Yes, it is quite informative and helpful.
● HDuyen: Yes, I have searched for the ingredients, purpose and
instructions. It’s very informative and understandable.
● GKhanh: Yeah, I see the information about the ingredients and purpose
on the website is relatively informative and beneficial.
● NHanh: Not yet. I just searched it on Google and watch beauty bloggers
on Youtube review the products.
● VTien: The website is user-friendly, easy to access and search.
● HQuan: Yes, I have. But the posts are relatively similar, I don’t see
anything distinctive or special, but it’s helpful enough.
● HThanh: Yes, those platforms give the customers helpful and necessary
info.
● DHau: I have just used this website for 1 time but I felt it was friendly-
user and provided enough information.
● Ly: Yes, I search on shopee, it’s informative and concise.
● MKhoi: I searched the info on the fb page of LRP and also the website.
It’s quite beneficial and informative

SURVEY QUESTIONNAIRE
I. Câu hỏi cá nhân
1. Giới tính của bạn là gì?
● Nam
● Nữ
2. Bạn bao nhiêu tuổi?
● Dưới 18 tuổi
● 18-25 tuổi
48
 ● 26-35 tuổi
3. Hiện tại bạn đang sinh sống ở
● Hồ Chí Minh
● Hà Nội
● Đà Nẵng
● Khác
4. Nghề nghiệp hiện tại của bạn là gì?
● Học sinh/sinh viên
● Đã đi làm
● Vừa đi học vừa đi làm
5. Thu nhập của bạn:
● Chưa có thu nhập
● Dưới 3 triệu
● 3-7 triệu
● 7-10 triệu
● Trên 10 triệu
II. Câu hỏi chung về La Roche-Posay
1. Nhắc đến những nhãn hàng mỹ phẩm và dược mỹ phẩm, đâu là những nhãn
hàng bạn nghĩ đến đầu tiên?
● La Roche-Posay
● Vichy
● Bioderma
● Klairs
● Murad
● Nivea
● The Face Shop
● Innisfree
● Acnes
● The Ordinary
● Pond’s
● Khác
2. Bạn đã từng sử dụng sản phẩm nào của La Roche-Posay chưa?
● Đã từng
49
 ● Chưa từng
III. Câu hỏi cho người đã sử dụng sản phẩm của La Roche-Posay
1. Vì sao bạn lựa chọn sản phẩm của La Roche-Posay?
● Nhãn hàng lớn
● Chất lượng tốt
● Dược mỹ phẩm
● Giá cả hợp lý
● Nhiều cửa hàng phân phối
● Nhiều khuyến mãi
● Packaging thu hút
● Được bác sĩ da liễu khuyên dùng
● Được gia đình bạn bè, người quen giới thiệu
● Xem review của beauty bloggers, KOLs,...
● Khác
2. Bạn đã sử dụng bao nhiêu sản phẩm của La Roche-Posay?
● 1
● 2
● 3
● 4
● 5
● Khác
3. Hiện tại bạn đang sử dụng những sản phẩm nào của La Roche-Posay?
● Kem chống nắng
● Sữa rửa mặt
● Serum
● Xịt khoáng
● Kem dưỡng
● Khác
4. Bạn thường mua sản phẩm La Roche-Posay ở đâu?
● Sàn thương mại điện tử
● Cửa hàng bán lẻ
● Xách tay
● Khác
50
5. Bạn biết đến nhãn hàng La Roche-Posay từ đâu?
● Quảng cáo online trên các nền tảng xã hội (FB, IG, Tiktok…)
● Bạn bè giới thiệu
● Qua những review của KOLs/Beauty bloggers
● Cửa hàng tư vấn
● Bác sĩ da liễu
● Khác
6. Bạn đã từng nhìn thấy quảng cáo của nhãn hàng La Roche Posay trên các nền
tảng mạng xã hội chưa? Các nền tảng mạng xã hội đó là:
● Facebook
● Instagram
● Youtube
● Tiktok
● Chưa từng
7. Bạn có biết đến chiến dịch marketing nào của La Roche Posay không?
● Có
● Không
8. Bạn hãy đánh giá trải nghiệm sản phẩm của bạn. Bạn nhận thấy rằng những sản
phẩm của La Roche Posay có chất lượng tốt
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
9. Bạn nhận thấy rằng giá cả của La Roche Posay là vừa túi tiền
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
10. Bạn nhận thấy rằng chất lượng của La Roche Posay đáng tiền
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
11. Bạn nhận thấy rằng bao bì (packaging) của La Roche Posay thu hút
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
12. Bạn nhận thấy rằng La Roche Posay có nhiều cửa hàng phân phối
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
13. Mức độ hài lòng của bạn với La Roche Posay: Sản phẩm rất phù hợp với bản
thân bạn
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
14. Bạn sẽ giới thiệu sản phẩm của La Roche Posay với bạn bè
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
51
 15. Bạn hài lòng với khuyến mãi của La Roche Posay
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
IV. Câu hỏi cho người chưa từng sử dụng sản phẩm của La Roche-Posay
1. Bạn đã từng biết đến nhãn hàng La Roche Posay chưa? Bạn biết đến La Roche
Posay từ đâu?
● Quảng cáo online trên các nền tảng xã hội (FB, IG, Tiktok,..)
● Bạn bè giới thiệu
● Qua những review của KOLs/Beauty bloggers
● Cửa hàng mỹ phẩm
● Bác sĩ da liễu
● Không biết
● Khác
2. Bạn đã từng nhìn thấy quảng cáo của nhãn hàng La Roche Posay trên các nền
tảng mạng xã hội chưa? Các nền tảng mạng xã hội đó là:
● Facebook
● Instagram
● Youtube
● Tiktok
● Chưa từng
● Khác
3. Bạn có biết đến chiến dịch marketing nào của La Roche-Posay không?
● Có
● Không
4. Vì sao bạn không lựa chọn sử dụng sản phẩm của La Roche-Posay?
● Chất lượng không tốt
● Giá cao
● Ít cửa hàng phân phối
● Ít khuyến mãi
● Packaging không thu hút
● Không biết đến nhãn hàng La Roche-Posay
V. Câu hỏi đánh giá thuộc tính của La Roche-Posay
1. Bạn cho rằng La Roche Posay là một nhãn hàng lớn
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
52
 2. Bạn cho rằng La Roche Posay có độ uy tín cao
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
3. Bạn cho rằng La Roche Posay là một nhãn hàng dược mỹ phẩm
(Likert scale 1-5) (1: Hoàn toàn không đồng ý; 5: Hoàn toàn đồng ý)
VI. Kết thúc - Lời cảm ơn

QUANTITATIVE RESEARCH

Factors affecting customers' decisions and satisfaction

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Brand awareness, advertising and marketing campaigns

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