THE MINISTRY OF FINANCE

UNIVERSITY OF FINANCE – MARKETING

INTEGRATED MARKETING COMMUNICATION

MIDTERM EXAM

Project
INTEGRATED MARKETING COMMUNICATIONS FOR
CETAPHIL PRODUCTS OF GALDERMA COMPANY IN VIETNAM
FROM OCTOBER TO DECEMBER 2023
Stage: 10/2023 – 12/2023

Team’s members names and IDs:

Dương Thị Song Hương 2121013414

Phạm Hồng Khánh Ly 2121013054
Nguyễn Châu Như Ngọc 2121011966
Nguyễn Phan Minh Thảo 2121011919
Lê Trần Đình Đoan Trinh 2121011570

Instructor: Mas. TRƯƠNG THU NGA

Ho Chi Minh City, 2023

 TEAM’S MEMBER PERFORMANCE REVIEW

Numberic Completion
Name ID Work
al order level(%)

Compose the lesson structure;

Dương Thị Song Hương Campaign Framing; Stage 2;
1 2121013414 Design TVC, poster, banner, new 100%
(Leader)
packaging.

Budget; Timeline; Stage

2 Phạm Hồng Khánh Ly 2121013054 3; Context of campaign; 100%
SWOT.

STP Marketing campaign;

3 Nguyễn Châu Như Ngọc 2121011966 Positioning Map; 3C; Insight;
100%
Stage 1; Measure.

Reason for writing; Market

overview analysis; Big Idea and
4 Nguyễn Phan Minh Thảo 2121011919 Message of IMC plan; Stage 2; 100%
Control.

Edit Word; General information

5 Lê Trần Đình Đoan Trinh 2121011570 about Cetaphil; Target audience; 100%
Stage 4; Measure.
 TABLE OF CONTENTS
TABLE LIST ................................................................................................................................ 8

REASON FOR CHOOSING THE PROJECT ....................................................................... 10

PART I. MEDIA CONTEXT ANALYSIS ................................................................................ 1

1.1 MARKET OVERVIEW ANALYSIS ...................................................................1

1.1.1 Overview of the cosmetic in Vietnam market .............................................................. 1

1.1.2. Trends of using cosmetic market in Viet Nam ............................................................ 3

1.1.3. Potential for development of cosmetic market in Viet Nam ........................................ 4

1.1.4. Marco Environment .....................................................................................................6

1.1.5. Micro Environment ......................................................................................................8

1.2. General information about Cetaphil..................................................................11

1.2.1. Galderma Company ...................................................................................................11

1.2.2. Galderma economic growth in 3 years....................................................................... 12

1.2.3. Cetaphil ...................................................................................................................... 13

1.2.4. Cetaphil packaging ....................................................................................................14

1.2.5. Product Mix ................................................................................................................ 16

1.2.6. Price and Place ........................................................................................................... 19

1.3. STP ........................................................................................................................ 20

1.4. Swot Analysis ....................................................................................................... 25

PART II. BUILD AN INTEGRATED COMMUNICATION PLAN FOR CETAPHIL IN 3

MONTHS ............................................................................................................................ 28

2.1. Creative strategy ..................................................................................................28

2.1.1. Context ....................................................................................................................... 28

2.1.2. Previous IMC plan problem of Cetaphil ....................................................................29

2.1.3. Communication objectives ......................................................................................... 30

 2.2. Build an integrated communication plan .......................................................... 31

2.2.1. Target audience .......................................................................................................... 31

2.2.2. Insight ..................................................................................................................... 32

2.2.3. Big idea ...................................................................................................................... 34

2.2.4 Message ....................................................................................................................... 35

2.2.5 Campaign Framing ...................................................................................................... 35

PART III. CAMPAIGN DETAILS AND ACTION PLAN.................................................... 38

3.1. Stage 1: Attention - The connection between animals and cosmetics (01/10 -
15/10/2023) .............................................................................................................................. 38

3.2. Stage 2: Interest - "CetaFeel - Feel The Skin, Feel The Planet" Campaign
(16/10/2023 - 20/11/2023) ....................................................................................................... 42

3.3. Desire - Message of the Campaign "No Creature Deserves Pain in the Name of
Beauty" (21/11/2023 - 11/12/2023) ......................................................................................... 49

3.4. Action - "Honoring Life, Not Harming or Experimenting on Animals" Campaign

(12/12/2023 - 31/12/2023) ....................................................................................................... 54

Part IV. TIMELINE AND BUDGET ....................................................................................... 57

4.1. Timeline ................................................................................................................. 57

4.2. Estimate budget ..................................................................................................... 59

Part V. MEASURE .................................................................................................................... 64

5.1. Measurement through the project .......................................................................... 64

5.2. Measurement through brand .................................................................................. 64

5.3. Measurement through KPI..................................................................................... 64

5.4. Measurement through PR activities ....................................................................... 64

5.5. Measurement through Social Media Interaction: .................................................. 65

PART VI. CONTROL ............................................................................................................... 66

6.1. Stage 1 ................................................................................................................... 66

 6.2. Stage 2 ................................................................................................................... 67

6.3. Stage 3 ................................................................................................................... 67

6.4. Stage 4 ................................................................................................................... 68

REFERENCE ............................................................................................................................. 69
 TABLE OF FIGURES

FIGURE 1.1.1. 1. REVENUE OVER THE YEARS IS CALCULATED IN USD (MILLIONS) ...... 1

FIGURE 1.1.1. 2. COSMETICS IMPORT MARKET SHARE IN VIETNAM ................................. 2

FIGURE 1.1.3. 1. THE FORECAST FOR E-COMMERCE GROWTH IN VIETNAM AND THE
SURROUNDING REGION .......................................................................................................... 5

FIGURE 1.1.5. 1. CERAVE FOAMING FACIAL CLEANSER PRODUCT .................................... 8

FIGURE 1.2.3. 1. CETAPHIL’S FEATURE ..................................................................................... 14

FIGURE 1.2.4. 1. CETAPHIL'S PACKAGING SIZE ...................................................................... 15

FIGURE 1.2.4. 2. DIFFERENCE IN COLOR CETAPHIL .............................................................. 15

FIGURE 1.3. 1. POSITIONING MAP OF CETAPHIL .................................................................... 25

FIGURE 2.1.1. 1. NEW PACKAGING FOR LIMITED EDITION PRODUCT .............................. 29

FIGURE 2.1.3. 1. TOP 5 BEST-SELLING FACIAL CLEANSER BRANDS IN MARCH ON SHOPEE

AND LAZADA .............................................................................................................................. 30

FIGURE 2.2.2. 1. 3C MODEL ........................................................................................................... 33

FIGURE 3.2. 1. OFFICIAL POSTER ................................................................................................ 44

FIGURE 3.2. 2. OFFICIAL BANNERS ............................................................................................ 45

FIGURE 3.2. 3. OUTDOOR ADVERTISING IN CENTRAL LOCATIONS ....................................... 46

FIGURE 3.2. 4. OUTDOOR ADVERTISING IN CENTRAL LOCATIONS ....................................... 47

FIGURE 4.1. 1. TIMELINE CHART FOR CETAPHIL CAMPAIGN ............................................. 58

 TABLE LIST

TABLE 1.2.5. 1. PRODUCT MIX OF CETAPHIL .......................................................................... 19

TABLE 1.3. 1. STP OF CETAPHIL .................................................................................................. 25

TABLE 1.4. 1. SWOT OF CETAPHIL.............................................................................................. 27

TABLE 2.2.1. 1. TARGET AUDIENCE OF CETAPHIL................................................................. 32

TABLE 2.2.2. 1. 3C MODEL OF CETAPHIL .................................................................................. 34

TABLE 2.2.5. 1. CAMPAIGN FRAMING OF "CETAFEEL" ........................................................ 37

TABLE 3.1. 1. TIMELINE OF STAGE ............................................................................................ 38

TABLE 3.1. 2. OVERVIEW OF STAGE 1 ....................................................................................... 38

TABLE 3.1. 3. PLAN FOR PR ARTICLES IN STAGE 1 .................................................................... 41

TABLE 3.2. 1. OVERVIEW OF STAGE 2 – ACTIVITY 1 ............................................................. 42

TABLE 3.2. 2. TVC CONTENT IDEA ............................................................................................. 43

TABLE 3.2. 3. POSTER AND BANNER CONTENT IDEAS ......................................................... 44

TABLE 3.2. 4. OVERVIEW OF STAGE 2 - ACTIVITY 2 .............................................................. 48

TABLE 3.3. 1. OVERVIEW OF STAGE 3 ....................................................................................... 50

TABLE 3.3. 2. PR ARTICLE STAGE 3 ............................................................................................ 54

TABLE 3.4. 1. OVERVIEW OF STAGE 4 ....................................................................................... 54

TABLE 3.4. 2. PR ARTICLE OF STAGE 4 – ACTIVITY 2............................................................ 55

TABLE 3.4. 3. PR ARTICLE OF STAGE 4 - ACTIVITY 3 ............................................................ 56

TABLE 4.2. 1. THE ESTIMATED BUDGET FOR STAGE 1 ......................................................... 59

TABLE 4.2. 2. THE ESTIMATED BUDGET FOR STAGE 2 ......................................................... 61

TABLE 4.2. 3. THE ESTIMATED BUDGET FOR STAGE 3 ......................................................... 62

TABLE 4.2. 4. THE ESTIMATED BUDGET FOR STAGE 4 ............................................................. 63

TABLE 6.1. 1. RISK MANAGEMENT PLAN PHASE 1 ................................................................ 66

TABLE 6.2. 1. RISK MANAGEMENT PLAN PHASE 2 ................................................................ 67

TABLE 6.3. 1. RISK MANAGEMENT PLAN PHASE 3 ................................................................ 68

TABLE 6.4. 1. RISK MANAGEMENT PLAN PHASE 4 ................................................................ 68

 REASON FOR CHOOSING THE PROJECT

Accompanying the growth wave in Asia, Vietnam's economy is also gradually

undergoing positive transformations. Domestic consumption and investment continue
to be two important pillars of the economy. Among them, the Vietnamese cosmetics
market is experiencing the fastest growth in the Southeast Asian region, thus attracting
foreign businesses to expand their potential customer base. The current development of
the Beauty and Personal Care industry in Vietnam is evident due to the rapid growth in
income levels and the demand for personal care in each individual.

The pandemic has opened a new chapter for the Beauty and Personal Care
industry. According to Dr. Gretchen Frieling, the stress has made the skin more
sensitive. Therefore, after years of the pandemic, natural and gentle cosmetic brands
have emerged strongly in taking care of the skin after prolonged periods of stress.

Cetaphil is a well-known brand with a promise to always provide gentleness in

its products, meeting the current market demands. Additionally, Cetaphil is positioning
itself to become a brand closely associated with Generation Z - the generation
influencing consumer trends, and it is striving to transform its 70-year-old brand image
into a fresher and more dynamic one. It is evident that Cetaphil has experienced
significant growth, with a 71% increase in revenue as of March 2023 on the two largest
e-commerce platforms in Vietnam, Shopee and Lazada.

Through the efforts of the brand, the team has decided to choose Cetaphil as the
topic for an integrated marketing communication plan in the Vietnamese market from
October to December 2023. The aim is to propose innovative marketing activities to
build upon the brand's previous successes, bring Cetaphil closer to the young customer
group, and expand the brand's coverage in the Vietnamese market.
 PART I. MEDIA CONTEXT ANALYSIS

1.1 MARKET OVERVIEW ANALYSIS

1.1.1 Overview of the cosmetic in Vietnam market

The cosmetics market in Vietnam is currently considered one of the most

dynamic in the region, with stable growth rates. Vietnamese consumers are increasingly
focusing on aesthetics and health, leading to a higher demand for beauty and personal
care products. This industry is also relatively resilient to the impact of pandemics or
market fluctuations.

Figure 1.1.1.1. Revenue over the years is calculated in USD (millions)

Sour: Statista
According to global market research company Mintel, the total value of the
cosmetics market in Vietnam is around $2.63 billion, and it is projected to grow at an
annual rate of 3.32% until 2027. Among the various product categories, skincare
products are the most popular, with over 60% of consumers using them daily.

Research firm Q&Me conducted a survey in 2022 targeting women aged 16 to

40 in the major cities of Ho Chi Minh City and Hanoi, focusing on their beauty spending
habits. The survey revealed that 93% of women between the ages of 25 and 32 regularly
use skincare products. They primarily purchase cosmetics from three main channels:
brand stores, health and beauty store chains, and e-commerce platforms. The average
amount of money that Vietnamese women spend on skincare products is 436,000 VND
per month. The most frequently used skincare products are facial cleansers (77%),
makeup removers (66%), sunscreen creams (45%), moisturizers (37%), toners (36%),
and serums (28%).

1
 The Vietnamese market is dominated by imported products, primarily from
South Korea. A report from the Korea International Trade Association (KITA) shows
that Korean cosmetics accounted for up to 48.1% of the total imported cosmetics market
in Vietnam in 2020, maintaining the top position for 5 consecutive years. According to
Statista, South Korean beauty brands have established themselves as the leading players
within the cosmetic markets across Asia, and Vietnam is not an exception. Indeed, the
popularity of K-beauty products is among the highest in Vietnam compared to other
countries globally. The East Asian nation has also been Vietnam’s largest import partner
for cosmetics, with the import value reaching over 263 million U.S. dollars in 2022.
Apart from South Korean brands, Vietnamese consumers also enjoy using products of
other Asian origins, such as Japanese and Thai brands.

According to statistics from the US Department of Commerce, currently,

approximately 93% of personal care products consumed in Vietnam are imported, with
a total import value of around $950 million recorded in 2019.

Figure 1.1.1. 2. Cosmetics import market share in Vietnam

Source: US Department of Commerce

Besides that, domestic brands have been gradually asserting their position among
local consumers. Some well-known brands such as Thorakao and Cocoon are beginning
to establish themselves in the Vietnamese cosmetics market. However, due to the fierce
competition and the high consumer preference for international brands, local businesses
still have not gained a significant market share for these products.

Foreign players’ dominance in the market is mainly due to the Vietnamese’s

preference for imported products. Vietnamese consumers perceive foreign brands as
having higher quality and a wider variety of products that can cater to individual needs.

2
 1.1.2. Trends of using cosmetic market in Viet Nam

According to Mrs Thao Dao, an Analytical Consultant in the Consumer

Packaged Goods (CPG) at Google Vietnam, she shared that there is a noticeable
increase in customer demand for beauty products that are safe and free from skin-
irritating ingredients. This trend is reflected in the steady growth of pharmaceutical
cosmetic brands in Vietnam, such as Bioderma and La Roche Posay. Alongside this,
there is also an emergence of skincare and beauty service providers like spas, beauty
clinics, and dermatology clinics.

Figure 1.2. 1. Continued rise of cosmeceutical brands

Source: Google Trend
Vietnamese people are becoming more health-conscious, and are paying close
attention to the ingredients of beauty products in the market. Moreover, products labeled
as "non-irritating to the skin," "no animal-tested," and "animal-free sourced" are
becoming increasingly popular.

Alongside the optimistic economic growth, Vietnamese people are paying more
attention to the environment and their social responsibility. According to Vietnam
Cleanroom, the top 5 factors influencing purchasing decisions among Vietnamese
people are: health benefits (77%), nature (77%), trust in the brand (75%), environmental
friendliness (62%), and contribution to society (61%).

Young people, especially the Gen Z generation, have a high awareness of health
and the living environment. According to a market research conducted by Fung Retail
& Technology Group, more than beauty concerns, 67% of consumers born after 1996
will stop using a brand if they perceive unethical behavior from that brand. This holds

3
significant importance as Gen Z quickly becomes the most important consumer group
in the beauty industry.

In Vietnam, the concept of "cruelty-free" is increasingly popular and supported,

as Cocoon - a local cosmetics brand - has made a remarkable achievement by being the
first Vietnamese cosmetics brand to be included in the Leaping Bunny list, a program
that signifies a commitment to not testing on animals by Cruelty Free International.
With brands like Cocoon, the Beauty and Personal Care industry is redefining the notion
of beauty for consumers worldwide, including those in Vietnam, emphasizing beauty
built on compassion and love for nature.

1.1.3. Potential for development of cosmetic market in Viet Nam

Considered as one of the most dynamic markets in the region, the Beauty and
Personal Care industry in Vietnam holds tremendous potential for development. The
rising desire for self-indulgence has created excellent opportunities for beauty care
beyond facial skincare. Professional hair care products, hand and body care, as well as
nail care, are all emerging sectors with significant potential to attract consumer spending
in the coming years.

Ms. Hoang Nguyet Minh, Director of the Commercial Leasing Department at

Savills Vietnam, shared that spending on health and beauty products in Vietnam leads
in terms of revenue, especially when it comes to skincare products. This is because
Vietnamese people are increasingly inclined to take better care of their skin, particularly
among male consumers. Moreover, as a part of their daily consumption, the volume of
product consumption will increase proportionally to customer demand.

The increase in the income level of the Vietnamese population is one of the
reasons they are more willing to spend on beauty products. Many urban dwellers are
not only concerned about basic skincare routines like cleansing and using sunscreen,
but they are also willing to pay for expensive products with special effects or organic
ingredients. The World Bank reports that the middle-class growth rate in Vietnam is
among the highest in Asia, with around 1.4 million people joining the middle class
annually. With such a large number, Vietnam is gradually becoming an attractive
market for Beauty and Personal Care brands.

Additionally, Vietnam is heavily influenced by social media. According to Meta,

there were 66.2 million Facebook users in Vietnam at the beginning of 2023 (91.6%).
Moreover, there are four other platforms that are widely used after Facebook: Zalo
(90.1%), TikTok (77.5%), Facebook Messenger (77%), and Instagram (55.4%). It is
evident that social media platforms greatly influence the consumer behavior of
Vietnamese people. The rise of Key Opinion Leaders (KOLs), beauty bloggers, and
influencers who introduce their preferred products, review their efficacy, etc., garners a
4
significant following and attention. Accessing information through mobile phones
allows Vietnamese consumers to quickly update themselves on beauty trends and shop
more conveniently. Brands can expand their consumer network through these channels
by advertising, building consumer communities, interacting with influencers, etc. It can
be said that the internet is the gateway to tapping into the potential market for these
brands.

The market potential is also particularly geared towards the trend of online
shopping. In the beauty and personal care market, 15.4% of total revenue is projected
to be generated through online sales by the year 2023. According to the latest
Omnichannel report, 80% of additional spending on beauty products comes from online
shopping. Vietnam is considered the fastest-growing e-commerce market in the region,
with a forecasted revenue of $40 billion by the year 2027.

Figure 1.1.3. 1. The forecast for e-commerce growth in Vietnam and the
surrounding region
.
After the pandemic, e-commerce has become a popular business method and an
indispensable link in the digital transformation process of every enterprise. In 2020, the
cosmetics market experienced a decline in growth due to social distancing measures,
leading to the closure of offline stores. However, according to statistics from
cosmeticsdesign-asia.com, online sales alone witnessed a growth rate of about 80%. E-
commerce channels during the pandemic also saw a surge, with a growth rate of 133%.

5
 Vietnamese consumers are gradually developing a habit of shopping for
consumer goods, including beauty products, on platforms like Shopee or Lazada. Some
brands have proactively embraced this trend and have emerged as leaders in the online
beauty e-commerce market: Shopee is the most popular choice among consumers, with
61%, followed by Tiki with 41%. In addition, specialized websites for selling beauty
products such as Hasaki, LixiBox, Watsons, Guardian, etc., are also highly popular
among frequent online beauty shoppers. In conclusion, the trend of online shopping for
beauty products in Vietnam is increasingly growing, thanks to the convenient
experience and the development of mobile shopping applications.

1.1.4. Marco Environment

Political

Vietnam has a relatively stable political system, which creates favorable

conditions for the development of the cosmetics industry in the future. The government
has also issued numerous decrees and guidelines regarding business sectors to facilitate
smooth operations for enterprises and to regulate the production and business of
cosmetic products.

Economic

The economy plays a crucial role in the establishment of businesses. Currently,

Vietnam belongs to the group of the fastest-growing industrialized countries in Asia.
According to The World Bank, Vietnam's economy is projected to rebound to 6.5% in
2024 as domestic inflation is expected to gradually decrease from 2024 onwards.
Particularly, attracting foreign investments to create competitive and sustainable
development products is a key aspect.

According to the Vietnamese Government's reports, Vietnam's economic growth

has achieved a remarkable record, reaching 8.02% by 2022, surpassing the planned
targets despite the global economic downturn caused by the severe impact of the
COVID pandemic. The robust GDP growth is a positive sign of increased consumer
spending. Expenditure on cosmetics and healthcare in Vietnam accounted for 6.6% of
GDP in 2019, and this figure is expected to grow in the coming years. This is a favorable
sign for brands like Cetaphil, as the demand for spending on such products is increasing.
However, it is essential for the brand to meet the changing consumer needs as consumer
trends evolve rapidly.

6
 Social

As of the beginning of 2023, Vietnam is the 15th largest country by population,

with 69.3 percent of the total Vietnam population at the age of between 15 and 64 years
old. Vietnam is considered a country with a golden structure - a young population
structure, belonging to the working-age group, with high consumer spending, making it
an attractive market for the cosmetics industry in promoting the spending of the young
population with enormous demands.

According to a report from Clever Ads, the average monthly expenditure on

beauty products for different age groups in the Vietnamese market is as follows:
• 25 -32 years old: 700,000VNĐ
• 33-39 years old: 610,000VNĐ
• up to 40 years old: 590,000VNĐ

Thus, the age group of 25-32 is the most potential customer segment due to both
their high frequency of product usage and significant expenditure on beauty care. This
age group represents a major potential customer base for most cosmetics businesses,
providing Cetaphil with numerous opportunities and challenges in expanding its market
share and creating new trends to meet the preferences and needs of customers.

Understanding the psychology of customers is a core issue in attracting

consumers. Vietnamese people, especially women, are highly concerned about skin
whitening. Therefore, there is a large number of people seeking products that support
skin whitening or sunblock creams, especially given the increasing heat in recent years.
Moreover, many Vietnamese individuals tend to prefer foreign brands, posing a
challenge for domestic brands. Currently, domestic cosmetics brands in Vietnam hold
only about 10% of the market share, meaning that foreign brands like Cetaphil dominate
most distribution channels, primarily in shopping centers, pharmacies, and large
supermarkets.

Technological

The remarkable advancement of technology has brought numerous advantages

to the cosmetics industry. Technology has opened up opportunities to market products
and increase brand awareness through e-commerce platforms, social media, and official
websites. Thanks to these advancements, Cetaphil can easily connect with customers
and create a stronger brand presence.

7
 New technological applications such as Augmented Reality (AR) allow
customers to experience products by virtually trying cosmetics on their faces before
making a purchase using their smartphones. This enables customers to have a more
visual and convenient shopping experience. By embracing more new technologies,
Cetaphil can attract additional customers through engaging and enjoyable shopping
experiences.

1.1.5. Micro Environment

Competition in the industry

The direct competitor of Cetaphil is CeraVe. Both are among the best-selling
cosmeceutical brands in the US market, recommended by dermatologists and ingredient
profiles.

Like Cetaphil, CeraVe is considered a major player in the pharmaceutical

skincare industry, and the brand has become familiar to most consumers with sensitive
skin.

Despite being a relatively new brand compared to Cetaphil's 70 years of

experience, CeraVe has made significant advancements by incorporating ceramides,
cholesterol, and fatty acids into its products.In addition to being gentle and moisturizing
like most Cetaphil products, CeraVe also has anti-aging properties and helps control
excess oil on the skin, this improvement makes CeraVe a chief competitor.

The price of CeraVe Foaming Facial Cleanser is also competitive, for example:
Price of Cetaphil Gentle Cleanser 250ml: 256,000 VND
Price of CeraVe Foaming Facial Cleanser 236ml: 270,000 VND

Figure 1.1.5. 1. CeraVe Foaming Facial Cleanser Product

8
 Power of Customers

Customers here can be understood as end consumers, retailers, or small

businesses distributing the product. Every business wants to succeed in the market, and
the first thing to achieve is success with customers. The power of customers is assessed
by their ability to exert pressure on an organization or dictate the pricing of the
products/services provided by the organization.

Currently, the demand for consumer products in the cosmetics and personal care
industry is rapidly increasing. The power of customers is growing due to more choices
and higher demands. Cetaphil is also facing pressure from customers in several aspects:

• Environmental concerns: Customers are increasingly concerned about the

sustainability of products. They seek products that are environmentally friendly,
not tested on animals, and contain natural ingredients. This requires brands to
emphasize various aspects such as natural ingredients and recyclable packaging
to retain customers.

• Diversification: The market is flooded with various products with different

functions, prices, and designs. Customers are faced with countless options.
Businesses need to continuously change and improve to create diversity for
themselves.

• The explosion of social media: TikTok and Facebook, for example, currently
have a significant influence on consumer behavior. Many individuals are shifting
their shopping habits from physical stores to social media platforms.

Cetaphil is an established brand that typically distributes its products in

supermarkets or pharmacies. However, with the changing consumer behavior,
the brand needs to strengthen its presence on social media platforms to avoid
being replaced by more dynamic and youthful brands.

In summary, despite the aforementioned changes, the majority of Cetaphil's

customers remain loyal due to the brand's reputation for quality and pricing. Cetaphil
simply needs to innovate in a more dynamic direction, and the customer base will
continue to sustain and grow.

9
 Power of Suppliers

Cetaphil Gentle Skin Cleanser is formulated and manufactured by the parent

company Galderma using modern machinery and advanced production technology. The
specialized formula of Cetaphil is researched and developed by the company's leading
dermatologists. Therefore, Cetaphil has been and is developing under a comprehensive
supply chain management model, which includes research, production, advertising,
distribution, and sales. This model enables the brand to have control over input
materials, as well as the quality and cost-effectiveness of the product.

In summary, Cetaphil Gentle Skin Cleanser does not face pressure from suppliers
but instead benefits greatly from the supply source provided by its parent company.
This contributes to optimizing costs and increasing profitability.

Threat of New Entry

Alongside the existing competitors in the market, businesses also need to

consider potential hidden competitors or new entrants in the industry.
In general, the market for Cetaphil is quite complex, so there aren't many threats
from new competitors. This is because Cetaphil's products are always carefully
formulated and tested, and the brand's vision focuses on environmental issues and
community support. These are aspects that new brands find challenging to replicate.
Therefore, entering the market would be difficult for them.

Threat of Substitution

Substitute products are goods or services from one business that can replace the
goods or services of another business at the same price and quality but differ in terms
of promotions or packaging.

Cetaphil, with its strong market position, may face pressure from substitute
products in the cosmetics and personal care industry. There are many brands offering
products with similar price, features and benefits to Cetaphil. Furthermore, the
differentiation and innovation of the brand, as well as the changing consumer trends,
contribute to significant pressure on Cetaphil. These brands, although relatively new,
are keeping up with the latest consumer trends. Some examples include:

• Vegan cosmetics: These are currently highly sought-after keywords in the realm
of reputable vegan skincare brands. Examples include Sukin with their Foaming
Facial Cleanser and The Face Shop with their Tea Tree Skin Clearing Foaming
Cleanser. Like Cetaphil, these brands are renowned for their skin-friendly
properties, minimizing environmental impact, and their commitment to cruelty-
free practices, refraining from animal testing.

10
 • Organic cosmetics: Products with organic, naturally grown ingredients and
minimal or no chemical content are considered safe for consumer health. Organic
cosmetics are also gentle on the skin. Brands like Living Nature and Botani are
becoming more familiar to consumers.

Cetaphil may need to adjust its advertising and traditional marketing activities to
keep up with new advancements in order to maintain brand recognition and attract
customers. However, it's important to note that Cetaphil is already a well-established
and strong brand with a loyal customer base. The stability and reliability of its products
can also help mitigate the pressure from substitute products.

1.2. General information about Cetaphil

1.2.1. Galderma Company

➢ General information about Galderma Company

• Headquarter: Galderma SA, Zählerweg 10, 6300 Zug, Switzerland
• Revenue: USD 3.417 billion (2021)
• Website: https://www.galderma.com

Galderma S.A. is a Swiss pharmaceutical company specializing in

dermatological treatments and skin care products. The company, headed by president
and CEO Flemming Ørnskov, has 33 sites in 100 countries with a worldwide network
of distributors and employs more than 4,600 people. Founded in 1981 and operated as
a wholly owned subsidiary of Nestlé since 2014, Galderma is committed to the
healthcare community. For over 35 years, Galderma has partnered with healthcare
professionals and academia across the globe to find innovative solutions to skin issues
and deliver safe and effective treatments to meet the skin health needs of people
throughout their lifetimes. Today, Galderma's product portfolio is available in more
than 100 countries, offering treatment for a range of dermatological conditions. In the
United States, our portfolio includes aesthetic solutions as well as treatments for acne,
rosacea, steroid-responsive dermatoses and melasma, and over-the-counter solutions for
consumers.

Galderma purpose:

The slogan of Galderma is "Advancing dermatology for every skin story".

Everyone’s skin is unique and customers have their own skin story. At Galderma, we
embrace these differences and offer cutting-edge, premium brands that fit people’s
individual needs, across the full spectrum of dermatology through Aesthetics,
Consumer Care and Prescription Medicine.

11
➢ Galderma VietNam and history of Galderma

• Headquarter: The Metropolitan Tower 8th Floor, 235 Dong Khoi Street, Ben
Nghe Ward, Ho Chi Minh City.
• Email: pharmacovigilance.vn@galderma.com
• In Vietnam, DKSH Company has been the main and only distributor for
Galderma from 01/2016.
• In 1981, the Galderma brand was established through a collaboration between
L'Oréal and Nestlé.
• In 2007, the company was awarded the "International Excellence Award" by the
Healthcare Marketing Association for its "Global Enterprise" campaign.
• In 2010, Galderma's revenue increased by 16.1% compared to 2009, reaching
1.2 billion euros. The company also expanded its strong presence with 38
subsidiaries in over 100 countries. During this year, Galderma also intensified
its research and development of skincare products for dermatological patients.
• In 2014, Nestlé acquired all of L'Oréal's shares in Galderma and established a
new business unit named Nestlé Skin Health.
• In 2019, the group, including EQT VIII fund, Luxinva, PSP Investments, and
other institutional investors, acquired Galderma from Nestlé, making it the
largest independent dermatology company in the world.
• In November 2021, Galderma acquired Alastin, a specialized skincare products
company.
• In June 2022, the company announced the results of two Phase III trials for liquid
botulinum toxin A. Additionally, the company showed promising safety signals
of nemolizumab in patients with itch and eczema in a Phase III trial.

1.2.2. Galderma economic growth in 3 years

• We focus on increasing awareness over competitors, leveraging insightful data

to provide tailored experiences and accelerate sales conversion. E-commerce is
growing consistently and in 2021, E-commerce in our core 14 markets grew
almost three times as fast as offline sales, including online sales CAGR 2019-
2021 of 64% for Cetaphil in the U.S. and 44% in China.
• Swiss dermatology company Galderma posted $3.8 billion in net sales during
2022, up 13.9% on 2021 on a constant currency basis, driven by growth in its
injectable aesthetics and dermatological skin care units. Galderma delivered at
the top end of its 2022 revenue guidance with 13.9% year-on-year net sales
growth on a constant currency basis at 3,760 M USD and delivered above its
2022 profitability guidance with 14.5% Core EBITDA year-on-year growth on
a constant currency basis at 791 M USD. Topline growth and margin expansion
demonstrate continued strong operating and commercial performance despite a
challenging external environment.

12
 • Sustained growth momentum fueled by continued strong performance in
Injectable Aesthetics and Dermatological Skincare with year-on-year net sales
growth of 22.3% and 30.7% respectively, on a constant currency basis, primarily
driven by volume growth.
• In 2023, Galderma expects to deliver 6-9% net sales growth on a constant
currency basis, and 200-300 bps Core EBITDA margin expansion (vs 2022). The
2023 Core EBITDA margin expansion guidance includes significant
nemolizumab costs.

1.2.3. Cetaphil

➢ Cetaphil Brand

From humble Texan roots, Cetaphil was designed by a pharmacist to help

patients more effectively treat their sensitive skin. The brand launched in 1947 and
released its first product. Quickly recognized for its effective yet gentle delivery, the
Cetaphil range of sensitive skincare products started to grow as the brand advanced
sensitive skin science. The Cetaphil name and its products for sensitive skin have been
trusted for over 70 years, and it is continuously conducting rigorous clinical testing to
earn our reputation as the sensitive skincare brand in the US and other countries around
the world. Today, Cetaphil is available in more than 70 countries worldwide and offers
a wide range of everyday products for your skincare needs, from cleansers and
moisturizers to baby products and solutions for sensitive skin conditions.

The company has manufacturing facilities in the United States, Canada, Mexico,
China, and India, and it sources ingredients from suppliers in a variety of countries.

Currently, Cetaphil is available in over 80 countries worldwide. While Cetaphil

face cleansers are still manufactured by Galderma Laboratories, they are no longer
solely produced in Canada but in various locations around the world.

Therefore, Cetaphil face cleansers on the market have diverse origins. However,
in the Vietnamese market, the most common sources of Cetaphil face cleansers are from
the United States, Australia, and Canada, which you can purchase.

➢ Cetaphil core business:

The essence of Cetaphil is in the name: the ‘-phil’ at the end means ‘love’ while
‘Cet’ comes from the hydrating agent cetearyl alcohol. Cetaphil therefore is the love of
moisturizing and soothing skin.
Cetaphil is constantly researching to make their products the best they can be.
Cetaphil has been upgraded their best sellers to better meet the needs of even the most
sensitive skin. “CETAPHIL BELIEVE THERE'S A SCIENCE TO SENSITIVE
SKIN”.

13
 Cetaphil aims to treat the environment like we treat our skin—with sensitivity,
compassion and backed by science. Since 2010, Cetaphil and its parent company
Galderma have:

o Reduced water consumption by 33% per ton of product, through programs to

recycle and reuse it in factories and research facilities
o Reduced annual CO2 emissions from factories by over 60%, by using more
efficient technology and renewable sources of electricity

Currently, our factories get 95% of their electricity from renewable sources, and
no waste ends up in a landfill.

Cetaphil facial cleansers remove dirt, makeup, excess oils and other impurities
without stripping or over-drying sensitive skin.

Figure 1.2.3. 1. Cetaphil’s feature

1.2.4. Cetaphil packaging

Cetaphil's product packaging for facial cleansers are diverse to cater to the
specific needs of customers. The designs include foam-pump bottles, pump bottles, tube
packaging, and even fabric wipes. The sizes are also available to accommodate both
new and long-time customers. For example, the Oily/Gentle Skin Cleanser is available
in three sizes: 118ml, 236ml, and 500ml.

14
 Figure 1.2.4. 1. Cetaphil's packaging size
Cetaphil has different purpose products, so they improve their selection by
differentiating among Cetaphil's cleansers, brighteners, moisturizers .The cleansers
have blue caps, while the moisturizers are green and the brighteners are pink. This
clearly conveys each product's skin type.

Figure 1.2.4. 2. Difference in color Cetaphil

Moreover, Cetaphil cares about the environment. Their packaging is as

thoughtfully developed as the products inside. Cetaphil uses mostly mono-material
containers and closures that are in-part recyclable, so containers and packaging can be
recycled at most facilities. Additionally, most products use containers and closure
systems that come apart for easier sorting, and our paper-based packaging is made with
renewable and biodegradable materials.

15
 1.2.5. Product Mix

Face cleanser Body Serum & Sunscreens Makeup

Cleanser Cream Remover

Daily Flare-up Healing Sheer

Oily Skin Relief Body Ointment Mineral
Cleanser Wash Sunscreen
Face
Liquid
Broad
Spectrum
SPF 50

Smoothing Sheer
Extra Gentle Relief Body Mineral
Daily Scrub Wash Sunscreen
Broad
Spectrum
SPF 30

Daily Facial Cooling Sheer

Cleanser Relief Body Mineral
Wash Sunscreen
Broad
Spectrum
SPF 50

Sheer
Daily Facial Mineral
Cleanser Sunscreen
Fragrance Stick Broad
Free Spectrum
SPF 50
Deep
Cleansing Bar

Moisturize Moisturizing Moisturizing

Relief Body Cream
Wash

16
Hydrating Hydrating Deep
Foaming Hydration
Cream Healthy Glow
Cleanser Daily Cream

Rich
Hydrating
Cream

Gentle Gentle Skin Ultra Gentle Gentle

Cleanser Body Wash Makeup
Fragrance Removing
Free Wipes

Gentle Ultra Gentle

Foaming Body Wash
Cleanser Skin
Soothing

Gentle Ultra Gentle

Cleansing Bar Body Wash
Refreshing
Scent

Gentle Skin
Cleansing
Cloths

Gentle - Gentle Clear Gentle Clear

clear Complexion- Mattifying
Clearing BPO Acne
Acne Moisturizer
Cleanser

Oil - free Daily Oil- Gentle

Free Oil-Free
Hydrating Makeup
Lotion Remover

Dermal DermaControl DermaControl

Control Oil Removing Oil Absorbing
Foam Wash Moisturizer
SPF 30

17
Healthy Healthy Healthy
Radiance Radiance Radiance
Gentle PHA Renewing
Exfoliating Cream
Cleanser

Healthy
Radiance
Antioxidant-C
Serum

Healthy Healthy Healthy Healthy

Renew Renew Face Renew Face Renew Day
Serum Serum Cream SPF
30

Healthy
Renew Night
Cream

Acne Gentle Clear Acne Relief

Clarifying Body Wash
Acne Cream
Cleanser

Baby Baby Wash Baby Soothe

Skincare and and Protect
Shampoo Cream

18
 Baby Baby Ultra
Soothing Soothing
Wash Lotion

Baby Gentle
Wash

Table 1.2.5. 1. Product Mix of Cetaphil

1.2.6. Price and Place

• Place:

Cetaphil doesn’t sell online through their website. They use e-retailer ins and in
stores.

In worldwide:

• Cetaphil is sold in a variety of stores, including drugstores, supermarkets,

and mass retailers. ( Sam’s club, Kroger, BJ’s, Smith’s,...)
• In the United States, Cetaphil is sold in stores such as Walgreens, CVS,
Target, and Walmart. It is also available online from retailers such as
Amazon.
• The company has manufacturing facilities in the United States, Canada,
Mexico, China, and India, and it sources ingredients from suppliers in a
variety of countries.

In Vietnam:

Cetaphil is available at major pharmacy chains nationwide, such as:

Pharmacity, Century Healthcare, An Khang, Trung Son, Long Chau, My Chau,
Minh Chau.

In addition to pharmacies, consumers can also find Cetaphil facial

cleansers at reputable addresses, including: Health and beauty care store chains
(Guardian, Watsons), Aeon Wellness supermarkets, Cosmetics store chains
(Hasaki, Nuty Cosmetics, Bo Shop, Sammi Shop), Mother & Baby stores: Kids

19
 Plaza, Con Cung, Convenience stores: 7-Eleven, Circle K, GS25, Online
marketplaces (Lazada, Tiki, Shopee).

• Price:

The Cetaphil Gentle Skin Cleanser is available in three different sizes

with varying prices. Cetaphil products are typically priced in the mid to higher
range compared to other similar skincare brands. This is because Cetaphil is
known for its high-quality formulations, gentle ingredients, and effectiveness in
addressing various skin concerns. Each retailer can have a small difference in the
price of Cetaphil.

1.3. STP

Segmentation

Demographic Age - Teenagers (13-19 years old): This group

has daily skin care needs and is mainly looking
for products that are benign and suitable for
sensitive skin in the process of skin growth and
adjustment.

- Young adults (19-35 years old): This

group is often looking for skin care products that
are effective and can help control oil and
prevent breakouts. High demand for beauty to
meet the requirements of work and social
relationships.

- Middle-aged (over 35 years old): This

group has anti-aging needs, reduces wrinkles
and provides nutrients to the skin. Busy and
have more concerns, so the need for beauty is
less than the other 2 groups.
Income - Under 5,000,000 VND/month: This
segment primarily consists of students and
individuals who are financially dependent on
their families. Due to their average income, this
group tends to seek affordable facial cleansers
that fit within their limited budget.

- 5,000,000 - 25,000,000 VND/month:

This segment enjoys more stable financial

20
 means and has higher beauty needs for work and
social interactions. They tend to choose facial
cleansers that meet their high-quality skincare
requirements while remaining cost-effective.

- Above 25,000,000 VND/month: This

segment has a higher income, and as a result,
they prioritize premium facial cleansers that
offer superior quality, even if they come with a
higher price tag.

Skin - Oily skin: Cetaphil can create gentle

type and non-irritating facial cleansers that help
control oil and deeply cleanse oily skin. The
products can regulate natural oil production and
reduce acne.

- Dry skin: Focus on facial cleansers that

have the ability to gently cleanse and provide
moisture for dry skin. The products can help
soften the skin, maintain hydration, and prevent
dryness.

- Sensitive skin: Products that are

fragrance-free and non-irritating for sensitive
skin. The products can gently cleanse, soothe,
and protect sensitive skin from external
aggressors

Lifestyle - Active lifestyle: Develop facial cleanser

products for customers with an active lifestyle,
who often engage in sports and outdoor
activities. The products can focus on deep
cleansing, exfoliation, and protecting the skin
from environmental factors.

- Natural lifestyle: Create facial cleanser

products for customers who prefer a natural
lifestyle, with a focus on organic ingredients and
avoiding harmful chemicals. The products can
utilize natural and organic ingredients, providing
a gentle and environmentally-friendly approach.

- Modern lifestyle: Produce facial

cleanser products for customers with a modern

21
 lifestyle, who value technology and
convenience. The products can offer advanced
features such as effective makeup removal, deep
cleansing, and antioxidant protection.

Geographic Concentrating based, sales agents in big, developed

cities in Vietnam such as TP.Hồ Chí Minh, Hà Nội, Huế,
Đà Nẵng, Bình Dương,...

- Customers, especially Vietnamese women, are

always concerned about the health and beauty of their skin.
They prefer gentle, benign products for sensitive skin and
have a preference for products with natural ingredients.

- The green living trend and environmental

consciousness are becoming increasingly popular. Young
consumers, in particular, are interested in using products
with clean origins that do not harm the environment.

Psychographic - Customers, especially Vietnamese women, are

always concerned about the health and beauty of their skin.
They prefer gentle, benign products for sensitive skin and
have a preference for products with natural ingredients.

- The green living trend and environmental

consciousness are becoming increasingly popular. Young
consumers, in particular, are interested in using products
with clean origins that do not harm the environment.

Behavioral - Purchasing for work-related needs: Working

individuals require effective and safe skincare products as
they often engage in regular makeup application. They need
a range of skincare products that provide efficient and
gentle care, catering to the specific requirements of
individuals who wear makeup regularly

- Environmental consciousness: Growing awareness

of the environment motivates consumers to choose the
product for its environmentally friendly and sustainable
options and natural ingredients.

- Key Opinion Leader (KOL) recommendations:

Trustworthy recommendations from influential figures and
KOLs hold great influence over consumer choices.
Customers often seek out products endorsed by their idols,

22
 confident in the quality and effectiveness. The association
between brands and trusted influencers solidifies their
position as go-to choices for skincare needs.
Targeting

Cetaphil aims to target densely populated urban areas with a high standard of
living, specifically Ho Chi Minh City, Hanoi, Hue, Da Nang, Can Tho, Binh Duong,
Ba Ria-Vung Tau, Dong Nai, and Thai Nguyen.

The primary focus is on Ho Chi Minh City and Hanoi due to the following
reasons:
- High population density and a high demand for beauty products due to the
affluent lifestyle.
- Presence of leading cosmetics distribution systems in the cities such as
Guardian, Hasaki, Watson, etc. Cetaphil is currently available in over 300 retail
locations within these distribution systems.
- Modern lifestyle and greater access to diverse sources of information
compared to rural areas.

- Vietnam's hot and humid climate creates skin issues such as sensitivity and
darkening, making Cetaphil's products highly relevant and beneficial for customers
in these regions. Cetaphil's target customer group primarily comprises young
individuals aged 18-30, including office workers and those with an average monthly
income ranging from below 5,000,000 to 15,000,000 VND. These customers have a
strong inclination towards purchasing skincare products at an affordable price range
while seeking quality and effective solutions for their skincare needs.

Positioning

Product Characteristics Cetaphil is a trusted brand known for its high-

quality facial cleansers. Developed in collaboration
with dermatologists, their products are safe and
effective for all skin types, including sensitive skin.
Cetaphil prioritizes gentle, non-irritating formulations
that maintain the skin's natural balance, ensuring a
comfortable and pleasant cleansing experience. With
a focus on safety and efficacy, Cetaphil has earned a
strong reputation as a reliable choice for skincare
needs.
Brand identity Cetaphil has successfully established itself as a
trusted and inclusive skincare brand that caters to a
diverse range of consumers. With endorsements and

23
 recommendations from dermatologists, beauty
experts, and satisfied users, Cetaphil's products have
gained a strong reputation for their quality and
effectiveness. This endorsement from industry
professionals and positive feedback from users further
solidify Cetaphil's brand identity as a reliable and
suitable choice for skincare needs.
Packaging Cetaphil’s packaging is as thoughtfully
developed as the products inside. Cetaphil uses
mostly mono-material containers and closures that are
in-part recyclable, so containers and packaging can be
recycled at most facilities. Additionally, most
products use containers and closure systems that
come apart for easier sorting, and our paper-based
packaging is made with renewable and biodegradable
materials.

Price Cetaphil adopts a moderate pricing strategy,

offering competitive prices that provide customers
with good value for the quality of its products. The
brand's pricing is generally on par with similar
products in the market, making it accessible to a wide
range of consumers. Cetaphil aims to strike a balance
between affordability and the high-quality
formulations it provides, ensuring that customers feel
they are getting their money's worth when purchasing
Cetaphil skincare products.

Competitive Rivals Cetaphil faces direct competition from

prominent skincare brands in the industry, such as
Neutrogena, La Roche-Posay, and Aveeno. These
brands also target a wide range of consumers and
offer their own unique formulations and skin-soothing
capabilities. However, Cetaphil differentiates itself by
positioning as a high-quality brand that caters to all
demographics. Its products are formulated by
dermatologists, providing a trusted and reliable
skincare solution for individuals with various skin
types and concerns. Cetaphil's emphasis on gentle and
non-irritating formulas sets it apart from its
competitors, making it a preferred choice for many
consumers seeking effective yet gentle skincare
solutions.

24
Target Consumers Cetaphil's products are designed to meet the
skincare needs of a diverse consumer base. It targets
both men and women across all age groups who
prioritize maintaining healthy skin. Cetaphil offers a
wide range of products that cater to various skin
types, including oily, dry, sensitive, and acne-prone
skin. Whether customers are seeking gentle daily
cleansers, moisturizers, or targeted treatments,
Cetaphil aims to provide effective solutions for their
specific skincare concerns. With its inclusive
approach, Cetaphil strives to be a brand that can be
trusted and relied upon by individuals of all
backgrounds and skin types.

Table 1.3. 1. STP of Cetaphil

Figure 1.3. 1. Positioning map of Cetaphil

1.4. Swot Analysis

25

S- Strengths
S1: Cetaphil
Gentle Skin Cleanser is
a well-established and
renowned brand in the
skincare industry.
S2: It is certified
and recommended by
dermatologists.
S3: With its
colorless, odorless, and
mineral oil-free
formulation, Cetaphil is
gentle and suitable for
all skin types, including
sensitive and oily skin.
S4: The
packaging is simple and
easily recognizable
with its two colors: blue
and white, and is
available in various
sizes and shapes.
O- T- Threats
Opportunities T1: Intense competition
O1: High and from multiple competitors, who
robust market growth may offer lower-priced
O2: Increasing alternative options to attract
consumer trend towards consumers.
natural skincare T2: The cosmetics
products that are free market, in general, is becoming
from irritating additives. saturated.
O3: T3: Decreased customer
Dermatologists and income due to challenging
experts can help build economic conditions.
trust among customers. T4: Trends and consumer
O4: The demands in the skincare industry
development of social can change rapidly.
media can help increase
product awareness
among customers.
SO ST
SO1 (S1, S2 + ST1 (S1, S2, S3+T1,
O3): Utilize the support T2): Focus on the unique value
from dermatologists and and benefits that Cetaphil
influential individuals in brings, such as its gentle and
the industry to enhance non-irritating nature, quality
the brand's reputation formulations, and the credibility
and reach a broader from dermatology experts. This
audience. helps maintain a general market
SO2: S1, S3 + segment for customers with high
O2: Cetaphil can demands for quality and
leverage its strengths in effectiveness.
gentle product ST2: S1, S3 + T2, T4:
formulations by Capture the trends of
emphasizing the mild natural, sustainable
and non-irritating nature consumption, high technology,
of its products. and enhance personalization to
ensure compatibility with the
increasingly diverse needs of
customers.
26
 W- Weaknesses WO WT
W1: Higher WO1: W2 + O2: WT1: W1+T1, T3
price compared to some Research and develop translated into English:
similar products. new product lines with Offer more competitive
W2: Limited more diverse pricing policies and organize
diversity in formulation formulations and special promotional campaigns.
and fragrance. fragrances. This helps attract budget-
W3: Gentle WO2: W4+O4: conscious consumers and
formula may not be "82% of people increases product choices.
effective enough. believe that Social WT2: W2 + T4: Provide
W4: Limited Media influences beauty a variety of options in terms of
marketing campaigns. trends" (Sena, 2017). formulations and fragrances,
Cetaphil can leverage making the products appealing
this by enhancing its to a diverse range of customers.
presence on social media
platforms.

Table 1.4. 1. SWOT of Cetaphil

27
 PART II. BUILD AN INTEGRATED COMMUNICATION PLAN FOR
CETAPHIL IN 3 MONTHS

2.1. Creative strategy

2.1.1. Context

The demand for cosmetics and personal care products perceived as safer and
environmentally friendly has been steadily increasing among consumers. Making the
switch to clean beauty and non-toxic makeup offers advantages not only for your skin
but also for your overall well being. Research indicates that certain chemicals
commonly found in cosmetics and personal care products can potentially have systemic
effects on our health, including impacts on gut health.

In addition, the cosmetic industry is also harmful to the environment. Scientists

from the University of Colorado and the University of California, Berkeley (USA) have
conducted research revealing that currently, the dust generated by transportation
vehicles poses a lesser threat compared to the air pollution resulting from beauty
cosmetics. Unfortunately, animals continue to endure immense suffering in laboratories
worldwide, as mandated by governments, for the testing of cosmetic ingredients. These
animals are subjected to the forceful administration of cosmetic chemicals through
ingestion, eye exposure, and skin application before being killed and dissected.
Shockingly, around 500,000 animals suffer and die each year due to cosmetics testing.
On a positive side, over 1,000 companies have already obtained certification as "cruelty-
free," and 44 countries have implemented laws prohibiting animal testing for cosmetics
(Humane Society International).

With the rise of conscious consumerism and the growing media attention on
global environmental concerns, there has been a noticeable transformation in
purchasing behavior and a greater emphasis on corporate sustainability. In recent times,
an escalating number of consumers are actively seeking out eco-friendly products,
particularly showing a heightened interest in cruelty-free and vegan items.

In PwC's survey conducted in February 2023, it was found that consumers are
increasingly inclined to align their spending with their values. Over 70% of the
respondents expressed their willingness to pay a higher price for sustainably produced
goods made by companies known for their ethical practices, such as supporting human
rights or avoiding animal testing.

The use of animals in experiments has sparked much controversy and requires
attention and action from the community. Cetaphil acknowledges that we have a
responsibility to protect the right to life and the intrinsic value of all living beings,
28
including animals. Therefore, Cetaphil has decided to collaborate with Humane Society
International to join hands in safeguarding animals and their habitats.

Cetaphil, recognizing the current context and desiring to accompany customers

in raising awareness and contributing to building a better environment, has launched a
campaign called "CetaFeel- Feel The Skin, Feel The Planet." Through this campaign,
Cetaphil aims to promote a sense of connection between caring for our skin and caring
for the planet.

Figure 2.1.1. 1. New packaging for limited edition product

The campaign will take place in the last three months of 2023. During this time,
we will introduce a limited edition of the Cetaphil Gentle Skin Cleanser, including a
500ml bottle and a 475ml refill pouch, all with a new design featuring the message
"Chung tay bảo vệ động vật" (Join hands to protect animals). For each product sold,
Cetaphil will donate 10,000 to support HSI in Vietnam. Cetaphil aims to spread a
positive message and put an end to the use of animals in experiments. Cetaphil and
Humane Society International hope that this collaboration will drive positive changes
in the cosmetics and skincare industry, creating a future where no animals are harmed
for testing purposes.

2.1.2. Previous IMC plan problem of Cetaphil

29
• The communication programs of Cetaphil may not have been widely spread and
strongly emphasized.
• Some people still have the misconception that Cetaphil is only intended for those
with skin disorders.
• Cetaphil may lack a strong and effective communication strategy to garner
attention and engagement from customers. The lack of integration between
communication channels, compelling content, and brand imagery may result in
low customer interaction.
• There haven't been many community-focused communication campaigns, which
is a concern for many individuals.

2.1.3. Communication objectives

• Deliver accurate information and spread a positive message about the

environment to customers.
• Reach approximately 1,000,000 targeted customers through marketing
campaigns.
• Position Cetaphil facial cleansers as suitable for all skin types.
• Increase sales revenue: Set a sales target of achieving 15 billion GMV (Gross
Merchandise Value) per month and become the top-selling facial cleanser brand
on various e-commerce platforms.

Figure 2.1.3. 1. Top 5 best-selling facial cleanser brands in March on Shopee

and Lazada
Source: YouNet ECI

30
 2.2. Build an integrated communication plan

2.2.1. Target audience

Elements Category Feature

Age ranges from teenagers to adults.

Teenagers begin to have skin problems and
already know how to take care of themselves,
Age From 19 to 35 so there is a need to explore and experience
years old many products.
Mature people with stable and busy
jobs tend to be loyal to 1 product. More
product knowledge and experience should
often require quality products.

Income Financial stability should have a high

From 5 - 25 demand for beauty to serve work and social
million VND relations. This group tends to choose good,
affordable products. However, it will not be
regular and continuous, and there will be
consideration and concern about product
prices.

With a large population and high

Geographic Urban area standard of living, the demand for beauty is
high. Having a modern life, the ability to
access more diverse information sources in
rural areas.

Behaviour Purchasing for work-related needs:

Working individuals require effective and
safe skincare products as they often have to
wear makeup regularly.

Buying to support cruelty-free

products: Awareness of environmental
protection has led to changes in consumer
behavior. People increasingly want to use

31
 green, clean, and environmentally-friendly
products.

Buying for beauty needs: With the

growing importance of appearance, the
demand for cosmetics is increasing.

Buying based on recommendations

from Key Opinion Leaders (KOLs):
Customers trust recommendations from
KOLs or want to use the same products as
their idols.

Table 2.2.1. 1. Target audience of Cetaphil

2.2.2. Insight

Analyzing the 3C model to search for customer insights for Cetaphil facial
cleanser. The 3C model consists of:

• Category Truth: The essence of the industry, the characteristics of the product
category that consumers perceive as strengths or barriers.
• Brand Truth: The brand's strengths and true attributes.
• Consumer Truth: The truths, concerns, perceptions, and thoughts of consumers
that the brand can address better than its competitors.

32
 Figure 2.2.2. 1. 3C model
Category Truth Company Truth
Cetaphil facial Cetaphil is the #1 brand
cleanser is known recommended by doctors for
for being gentle, sensitive skin.
mild, and non-
irritating to the
skin. Cetaphil ensures that its
products provide gentle and
non-irritating skin cleansing,
Cetaphil facial soothing and balancing the
cleanser belongs to skin, and the product's quality
the category of is validated through consumer
skincare products, trust and positive evaluations.
particularly for
facial cleansing.
Cetaphil and its parent
company, Galderma,
demonstrate a commitment to
the environment similar to
their focus on skin care,
through respect, care, and a
scientific foundation.
33
Consumer Truth
Consumers often research and
seek information about
skincare products before
purchasing, and they tend to
prioritize brand reputation and
product quality.
Consumers use Cetaphil facial
cleanser to address specific
skin concerns, such as
sensitive, acne-prone, dry skin,
or post-irritation sensitivity.
They believe that Cetaphil can
effectively cleanse and soothe
the skin without causing
irritation.
 Table 2.2.2. 1. 3C model of Cetaphil

• Approach:

Currently, the target audience lacks clear awareness of the facts and often fails
to respond to perfectionist tendencies.
The proposed approach is to appeal to consumer awareness and emotions by
raising awareness of the issues and solutions relevant to each target audience. It involves
letting consumers know what the main factors are for protecting animals and the
environment while encouraging them to pay attention to their own skin and care for
their living environment.
=> First Insight: "Consumers have concerns and care about ensuring humane
treatment of animals and protecting the environment".

Animal testing is a controversial issue in the cosmetics industry. The process of

animal testing can highlight ethical and environmental concerns related to animal use.
In reality, the majority of customers and society are increasingly interested in and
supportive of cosmetic companies that do not test on animals and seek alternative
methods.

=> Second Insight: "With the development of social media and increased access
to information, customers are becoming more sensitive to social issues and companies'
responsibilities."

Cetaphil's social responsibility is a driving force behind its business activities,

particularly focused on the human aspect within each individual. At the same time, some
customers may be willing to support organizations and activities against animal testing.
This insight shows that creating donation programs and connecting with relevant
organizations can attract and build trust with this customer segment. Cetaphil
understands this and has implemented fundraising efforts for animals suffering from the
pain caused by the cosmetics industry.

2.2.3. Big idea

Stemming from the insight "Consumers have concerns and care about ensuring
humane treatment of animals and protecting the environment". Cetaphil has become a
brand that says no to animal testing, increasingly perfecting the issue of plastic

34
packaging. Cetaphil will accompany customers on the path of smart and sustainable
consumption.

The second insight is "With the development of social media and increased
access to information, customers are becoming more sensitive to social issues and
companies' responsibilities". Understanding that, Cetaphil has accompanied the animal
welfare organization Humane Society International Vietnam, demonstrating its
responsibility and building consumer trust with specific communication campaigns.

From two insights, Cetaphil can engage consumers through Big Idea: Let's
protect the planet the way we protect our skin.

2.2.4 Message

With the goal of changing consumers' awareness and affirming its mission in the
journey to protect the environment and the habitat of animals. We can summarize the
above Big Idea with a key message: “Feel the skin, feel the planet”.

2.2.5 Campaign Framing

The high-profile/proactive communication campaign follows the AIDA model

to convey information to consumers. AIDA stands for Attention, Interest, Desire, and
Action.

35
Stage Stage 1: Stage 2: Stage 3: Stage 4: Action
Attention - Interest - Desire - - "Honoring
The "CetaFeel - Message of Life, Not
Connection Feel The Skin, the Harming or
Between Feel The Campaign Experimenting
Animals and Planet" "No on Animals"
Cosmetics Campaign Creature Campaign
(01/10 - (16/10/2023 - Deserves (12/12/2023 -
15/10/2023) 20/11/2023) Pain in the 31/12/2023)
Name of
Beauty"
(21/11/2023 -
11/12/2023)

Objectives Attract Officially Reiterate the Imprint the issue

curiosity and announce the core and of animal testing
interest from main campaign consistent in the minds of
customer name of the message of consumers.
groups and program. the "CetaFeel
target - Feel The Publicize the
audiences. Affirm that Skin, Feel The total amount of
Cetaphil's Planet" funds raised
Address issues product lines do campaign. throughout the
related to not conduct campaign for
animal testing animal testing. Raise Humane Society
that are awareness not International
currently Enhance only among Vietnam.
prevalent in the Cetaphil's consumers but
cosmetics position in also within
industry. animal welfare cosmetics
through companies
collaboration that still
with Humane practice
Society inhumane
International animal
Vietnam testing.

Communi Advertising: Advertising: Advertising: Advertising:

cation tool advertising Launch TV Organize a Regularly
through mass commercials series of publish
media (TVCs), posters, online events interactive posts
(Facebook, brochures, and to engage to engage with
instagram, flyers displayed with the customers.
website) to post on billboards audience on
36
informative and featured social media; Direct
articles on the prominently on Offline events marketing:
issue of animal Cetaphil's social to promote Send out email
testing media pages product marketing,
refills. including
Public Internet customer
relation: marketing: Sales experience
Invite Key Create short- promotion: surveys after the
Opinion form video Host mini- program,
Leaders (KOL) content(face- games with webinar
and Key book story, prizes such as
Opinion youtube tote bags,
Consumers short,Instagram vouchers, and
(KOC) with Reels,..) discounts.
past
collaborations
to conduct talk
shows to
promote
awareness on
animal testing
issues.
Table 2.2.5. 1. Campaign framing of "CetaFeel"

37
 PART III. CAMPAIGN DETAILS AND ACTION PLAN

3.1. Stage 1: Attention - The connection between animals and cosmetics

(01/10 - 15/10/2023)

Time Tactic
1/10/2023 - 4/10/2023 Creating online discussions.

5/10/2023 - 12/10/2023 PR Article

13/10/2023 - 15/10/2023 KOLs/Influencer

Table 3.1. 1. Timeline of stage

Media Internet and support media

Tools Advertising, Public Relation

KPI Attracting curiosity and interest from the customer group
and target audience:
• Achieving at least 4,000 likes / 1,000 comments / 500
shares for each post.
• Reaching 550,000 total visits to the PR article.
• Livestreaming talk shows on the fanpage with 1 million
views.

Content Present the issues related to animal testing currently

prevalent in the cosmetics industry and introduce Cetaphil's
upcoming campaign.

Table 3.1. 2. Overview of stage 1

• Activity 1: Creating online discussions: 1/10/2023 - 4/10/2023

Creating a buzz around the "No Animal Testing" theme among the target
audience that Cetaphil aims to reach through communication: When we think of the
cosmetics industry, we often envision exquisite, modern, and high-quality products.
However, behind the glamorous advertisements lies the pain of innocent creatures.
Animal testing has become an inseparable part of cosmetics product development.

38
 Content: The fanpages such as "Tôi là Rác - I am rubbish," "PETA Châu Á,"
"Insight mất lòng" (Insight Lost Heart), etc., will creatively generate content revolving
around the "No Animal Testing" theme in everyday situations, with a critical spirit,
urging everyone to have a proper understanding of this issue, tailored to the personality
of each fanpage on Facebook and Instagram to attract the interaction of the target
audience, thus generating lively discussions on social media.

Communication Channels: Facebook, Instagram

Hashtag: #NoAnimalTesting

• Activity 2: PR article: 5/10/2023 - 12/10/2023

Content: Book electronic news outlets to write articles that arouse curiosity
about the "No Animal Testing" theme, addressing issues revolving around people's
awareness, and introducing Cetaphil's upcoming campaign to meet the demands and
introduce Cetaphil's initiative of donating 10,000/ products to the fund.

Topic Orientation Channel Form Quantit Time

y

The Dark This article Kênh 14 News article 2 5/10/2023

Side of the compiles the
Cosmetics content posted Yan.vn
Industry on various
Facebook and
Instagram
fanpages,
providing
opinions on
animal testing
to spark
discussions
and curiosity
among the
public.
The wave Aiming to Vnexpress News article 1 7/10/2023
of continuously
boycotting bring the No
animal Animal
testing in Testing theme
the to the forefront
and deeply

39
cosmetics embed it in the
industry. minds of
customers.

Unveiling Announcing Zing News News article 2 8/10/2023

the Cetaphil's
CETAFEE upcoming Brands
L CETAFEEL VietNam
campaign: communicatio
Feel the n campaign
skin - Feel with the
the planet! keyword "No
Animal
Testing."

Reasons for The cosmetics Brands Advertisemen 2 10/10/202

customers industry VietNam t article 3
to respond creates
to the exquisite Vnexpress
CETAFEE products, but
L they are also
campaign? made at the
expense of
animal
suffering
during pre-
market testing.

There are
plenty of
alternatives to
choose from
instead of
products tested
on animals.

Cetaphil is
committed to
not testing
products on
animals.
Choose Introducing Advertisin Advertisemen 1 11/10/202
Cetaphil, Cetaphil's g Vietnam t article 3
Choose fundraising

40
Animal initiative by
Protection contributing
10,000 VND
when
purchasing 1
Cetaphil
product.
Together Cetaphil will Kênh 14 Opinion 1 12/10/202
with revolutionize article 3
Cetaphil for the cosmetics
a cosmetics industry,
industry meeting the
without demands of
animal customers.
testing!

Table 3.1. 3. Plan for PR articles in Stage 1

• Activity 3: KOLs/Influencers: 13/10/2023 - 15/10/2023

Content: Inviting KOL/Influencers, including renowned TV host MC Ánh

Nguyệt and Miss Vietnam Environment 2022 - Nguyễn Thanh Hà, to conduct a talk
show to promote issues related to animal testing in the cosmetics industry.

o MC Ánh Nguyệt: Not only an outstanding TV host, but she also possesses
deep knowledge in skincare and cosmetics. She understands the value and
commitment of Cetaphil in providing quality and safe products for the skin.
With this understanding, she has the ability to drive awareness and foster
positive interaction between the audience and the brand.

o Miss Nguyễn Thanh Hà: As Miss Vietnam Environment, Nguyễn Thanh Hà

has been spreading messages about environmental consciousness and
sustainable living. She has engaged in numerous social activities, inspiring
and connecting with various people, from local communities to international
organizations. Her influence has reached far and brought about positive
changes within the community.

Communication Channels: Cetaphil's Facebook page

Activities:
October 13: Post about the talk show theme
October 14: Introduce MC Ánh Nguyệt and guest Nguyen Thanh Hà
October 15: Livestream the talk show on both Facebook and Youtube platforms.

41
 3.2. Stage 2: Interest - "CetaFeel - Feel The Skin, Feel The Planet"
Campaign (16/10/2023 - 20/11/2023)

• Activity 1: Launch TV commercials (TVCs), posters, banner

Tools Advertising, Internet marketing

KPI Reach/Impressions: Total 5.000.000 views from different

platforms (TV, social media, websites, etc.).

Engagement Rate: 35% of viewers interact with the TVC, banner

or poster by liking, sharing, commenting, or clicking through (if
applicable).

Conversion Rate: 30% of viewers complete a call to action (e.g.,

purchasing a product, signing up for a service, etc.).

Content The main campaign "CetaFeel - Feel The Skin, Feel The Planet" is
officially launched for a duration of 3 months. It starts with Activity 1,
which involves the release of TV commercials, posters, and banners. The
primary message conveyed is to enhance people's understanding of the
prevailing issues of animal testing in the cosmetics industry while
encouraging everyone to protect animals and preserve the natural
environment, not only for the sake of animals but also for humanity.

The campaign aims to create awareness and educate the public

about the existing challenges related to animal testing in the cosmetics
industry. Simultaneously, it urges individuals to advocate for the
protection of animals and the preservation of the natural habitat, not only
for the well-being of animals but also for the betterment of human lives.

Table 3.2. 1. Overview of stage 2 – Activity 1

Scenes Animation (BG) Script Summary/ Purpose

1 Images of animals Presenting the "The untold secret of the

commonly used in reality of animal cosmetics industry that you
cosmetic testing testing in the might not know?" "Animal
(rabbits, mice, cosmetics testing - testing on animals"
monkeys, etc.) inside industry "The process conducted on

42
 a cosmetic testing live animals for the purpose of
laboratory researching and assessing the
safety of new products in
specialized industries like
cosmetics" - Source: Humane
Society International
2 Illustrations of new Showcasing Because of the brutality of
alternative testing advancements in using animal testing,
methods non-animal researchers have turned to
testing methods non-animal testing methods
and the truth shows that this
method is more effective than
using animal testing.

3 Images of countries Providing factual The actual data on the results

and companies that data about the of the struggle are not
have banned animal results of the anti- experimental on animals
testing animal testing
movement

4 Announcement of Proudly stating "Galderma is a partner of

Galderma (Cetaphil's Galderma's Humane Society International
parent company) collaboration with (HSI) - an organization
partnering with Humane Society working on humane
Humane Society International relationships between humans
International and animals"

For every 1 product sold from

the CetaFeel campaign, 10,000
VND will be deducted into the
HSI fund

Table 3.2. 2. TVC content idea

Official TVC
Link

43
Main color Blue and green (main color of Cetaphil and HSI)
Main Rabbits (rabbits and mice are the two animals most commonly used for
character cosmetic testing). Highlight the subject with black and white tones

Main text Theme name of the campaign “CETAFEEL”

Content Take the main image of animals commonly used in the cosmetic lab
with bright colors and the main campaign name to convey in a friendly
and intuitive way to the viewer.

Table 3.2. 3. Poster and banner content ideas

Figure 3.2. 1. Official poster

44
 Figure 3.2. 2. Official banners

o Social Media: Running advertisements on Facebook, website, and YouTube.

(16/10 - 16/11/2023)

TVC: Facebook Fanpage, Instagram, Youtube

Poster: Facebook Fanpage, Instagram

o Out of Home:
After announcing the TVC and posters on social media, outdoor advertising will
be conducted in high-traffic areas of major cities.

Format: LED screens, Banners

Message: Cetaphil's message and the slogan "Cetafeel, Feel the skin - Feel the
planet"

• Locations:

TVC: Advertisement on LED screens at shopping centers

- Vincom Mega Mall Times City, Hanoi (16/10 - 16/11/2023)
- Aeon Mall Tan Phu, Ho Chi Minh City (16/10 - 16/11/2023)
- Vincom Plaza Da Nang (16/10 - 16/11/2023)

45
 Poster: Advertisement on LED screens at bus stations
- Ham Nghi Bus Station, District 1, Ho Chi Minh City (20/10 - 20/11/2023)
- Nguyen Thi Minh Khai Bus Station, District 1, Ho Chi Minh City (20/10-
20/11/2023)
- Supermarkets in Ho Chi Minh
- LOTTE Mart District 7 (20/10 - 20/11/2023)
- Emart Go Vap (20/10 - 20/11/2023)
- Co.opmart District 1 (20/10 - 20/11/2023)

Banner:
- Ben Thanh Market (18/10 - 18/11/2023)
- Tan Son Nhat Airport (18/10 - 18/11/2023)
- Noi Bai International Airport (18/10 - 18/11/2023)

Purpose: In addition to launching TVCs, posters, and banners on social media,

the campaign also spreads its message through OOH channels to create a stronger and
more profound impact on customers, generating a significant resonance for the brand.

Figure 3.2. 3. Outdoor advertising in central locations

46
 Figure 3.2. 4. Outdoor advertising in central locations

• Activity 2: Create short- form video content (Facebook Story, Youtube

Short, Instagram Reels,...) (1/11 - 10/11/2023)

Media Internet and support media

Tools Internet marketing

KPI 1. Reach:
Instagram Reels: 500,000 views
Facebook Story: 100,000 views
YouTube Shorts: 200,000 views

2. Engagement:
Total likes, comments, and shares across all platforms: 20,000
interactions

3. Follower Growth:
Instagram: 10% increase in followers
Facebook: 5% increase in followers
YouTube: 8% increase in subscribers

4. Conversion:
Website link in bio (Instagram and Facebook) click-through rate: 5%
Call-to-action to subscribe on YouTube: 3% conversion rate

47
 Content Create short video formats to attract attention, increase shares, and be
easy to manage. Can be done on Cetaphil channels or encourage users
to use

Hashtag #Cetaphil #Becrueltyfree to create similar content

Table 3.2. 4. Overview of stage 2 - Activity 2

Example for short- form video content:

Title: "Cruelty-Free Beauty: Empowering Your Choices"

Platform: Facebook Story, YouTube Short, and Instagram Reels

Objective: To raise awareness about the importance of cruelty-free beauty

products
and encourage viewers to make conscious choices when purchasing cosmetics.

Content Outline:

1. Introduction:

- Start with an engaging title and visually appealing animation.

- Briefly explain the purpose of the video: promoting cruelty-free beauty.

2. The Cruelty-Free Concept:

- Use simple and eye-catching graphics to explain what cruelty-free means.

- Showcase a comparison between products tested on animals and those not
tested on animals.
- Emphasize the significance of cruelty-free products for animal welfare.

3. Benefits of Cruelty-Free Beauty:

- Highlight the quality and effectiveness of cruelty-free beauty products.

- Mention the use of alternative testing methods that are more reliable and
ethical.
- Point out that cruelty-free products are not just better for animals but also for
the environment.

48
4. Recognizing Cruelty-Free Labels:

- Educate viewers on how to identify genuine cruelty-free labels.

- Explain the difference between cruelty-free and vegan products.
- Suggest trusted cruelty-free certification logos to look for.

5. Brands and Alternatives:

- Feature well-known cruelty-free beauty brands and their best-selling

products.
- Promote lesser-known cruelty-free alternatives that viewers can explore.
- Mention apps or websites where viewers can check if a brand is cruelty-free.

6. Call-to-Action:

- Encourage viewers to support cruelty-free beauty brands and share the video
to spread awareness.
- Provide a link to resources or a website with more information about cruelty-
free products.
- Use a clear and positive message to inspire action.

7. Conclusion:

-End with an uplifting message and visually appealing closing animation.

-Thank viewers for watching and remind them of the importance of making cruelty-free
choices.

Execution Plan:

- Keep the video length between 30 seconds to 1 minute for optimal engagement.
- Use vibrant colors, upbeat background music, and visually appealing graphics
to capture attention.
- Aim for a conversational and friendly tone to make the content relatable and
memorable.

3.3. Desire - Message of the Campaign "No Creature Deserves Pain in the
Name of Beauty" (21/11/2023 - 11/12/2023)

Media Internet and support media

Tools Public Relationship, Internet Marketing

49
 KPI Tik Tok Challenge reached 1000 participants.
The Talkshow Livestream achieving 80,000 viewers on each
platform.
The Facebook contest received 5000 submissions.
The website and Fanpage attracted 200,000 visits.
50,000 limited edition products were sold, contributing 500,000,000
to the HSI fund.
Product revenue increased by 15%.
Content After the success of Phase 2 with the introduction of the campaign
"CetaFeel - Feel The Skin, Feel The Planet," we are moving on to Phase 3,
called "Desire." This phase aims to reaffirm the core message of the
Cetaphil campaign and raise awareness not only among consumers but also
among cosmetic companies that still conduct inhumane experiments on
animals."

Table 3.3. 1. Overview of stage 3

• Activity 1: Create an online event series to convey the message and attract
the attention of consumers, generating interactions on social media

1. TikTok platform contest

Purpose: Enhance awareness of the message "No animal deserves to suffer in

the name of beauty" and draw attention to the issue of animal testing in the cosmetics
industry.

The participating Influencers:

Tina Thảo Thi: A TikToker with a significant influence on social media, Tina
Thảo Thi's real name is Nguyễn Tiến Thịnh. She is famous for her charming and
relatable way of speaking, which can make the audience feel positive. Recently, she
gained even more popularity with the series "Review Idol."
TikTok followers: 1.7 million

Trinh Pham: One of the renowned beauty bloggers in Vietnam, Trinh Pham is
beloved by young people for her knowledge about beauty and skincare, which she
shares with her audience.
TikTok followers: 254,9k
Time: 21-28/11/2023
Requirements and regulations:
Participants are required to create TikTok videos related to the message "No
animal deserves to suffer in the name of beauty." The video can be a song, a short story,
or a movie clip.

50
 Participants are encouraged to use music effects, visual effects, and the duet
feature to make the video interesting and creative.
The minimum video duration should be 30 seconds, and it must be posted
publicly with the designated hashtag.
#CrueltyFreeBeauty, #AnimalFriendlySkincare, #Cetaphil, #NoAnimalTesting

Scoring criteria:
• Prize for entries with high interactions: Based on the number of likes and shares
on the TikTok post from the participant's personal account.
• Prize selected by the brand: Outstanding and creative entries in terms of visual
and audio content.

Prize:
o 1 Special Prize: Vinfast FELIZ S Electric Motorcycle worth 30,000,000 VND
o 3 First Prizes: Kingsport BK-8000 Pro Multi-functional Treadmill worth
10,900,000 VND each
o Second Prizes: Cetaphil Bright Healthy Radiance gift set vouchers worth
2,060,000 VND each, and hundreds of other random prizes including tote bags,
discount vouchers, and attractive offers.

2. Organizing a live online discussion on social media (Facebook Live,

Instagram Live)

"Cetaphil's Skin Care Secrets: A Talk Show on Environmental-Friendly and

Gentle Skincare"

Purpose: To affirm that Cetaphil products are not harmful to animals while
emphasizing their gentle and skin-friendly nature.
Media: Livestream Facebook/ Tiktok, Youtube
Venue: SÀI GÒN LIVE Media Company - 780A Nguyễn Kiệm, District Gò
Vấp, Ho Chi Minh City, Vietnam.
Date and Time: 18:00 on December 3rd, 2023.
Guest Speaker: Dermatologist Dr. Trương Hoàng Anh Thư (also known as Dr.
Chubby) - Known for her ability to engage and captivate the audience with her extensive
expertise and witty charm.
MC: Sam (Nguyễn Hà My).
Communication Method: Directly contact the MC and guest speaker via email
to share detailed information about the talk show, including the time, venue, and event
objectives.

Content:
1. Introduction and Welcome to the Talkshow
2. Guest Speaker Shares Gentle Skincare Routine with Cetaphil
51
 3. Affirming Cetaphil's Cruelty-Free Policy
4. Presenting Harmless Testing and Results for Animals
5. Audience Interaction with Exclusive 50% Discount Vouchers
6. Sharing Information on How to Obtain and Use Discount Vouchers
7. Closing the Talkshow and Thanking Guests and Audience

3. Facebook Challenge

Each individual participating in the contest will post images related to the theme
"Connecting Love with Cetaphil." These images can include pictures with animals or
personal images showcasing the use of Cetaphil products along with a message
promoting cruelty-free testing with Cetaphil. The entries will be scored based on
interaction metrics.

The posts must tag Cetaphil's Fanpage and include the designated hashtag
#Cetaphil #NoAnimalsTesting

To ensure widespread awareness and greater reach, we will collaborate with

KOL/Influencers to initiate the trend. They will share the ways to participate and the
significance of the contest through a post on Facebook.

o Hòa Minzy: Hòa Minzy has left a mark in the Vietnamese entertainment industry
with her talent and hard work. She is loved by the audience for her diverse music
and daily-life stories.
Facebook Fanpage followers: 2.7 million

o Phương Mỹ Chi: A young and talented singer, Phương Mỹ Chi is adored for her
sweet folk singing style. Recently, she has ventured into new musical styles and
received tremendous support from her fans.
Facebook Fanpage followers: 3 million

Contest Duration: 3 weeks (November 21, 2023 - December 10, 2023)

Result Announcement: December 11, 2023
Prizes:
o 2 First Prizes: Vouchers worth 12,000,000 VND or 10,000,000 VND cash
o 5 Second Prizes: Vouchers worth 8,000,000 VND or 5,000,000 VND cash
o Third Prizes: Premium backpacks worth 500,000 VND each
o 100 Encouragement Prizes: CETAPHIL GENTLE SKIN CLEANSER 250ml -
a gentle cleanser for sensitive skin

• Activity 2: Organizing an Offline Event

52
 With the aim of spreading the message about not using animals for cosmetic
testing and raising awareness of the impact of animal testing on the public, Cetaphil
encourages customers to reduce plastic waste consumption to protect the living
environment of animals.

Cetaphil provides users with the opportunity to recycle their old packaging by
bringing them to Cetaphil stores for product refills. Additionally, Cetaphil will set up a
display area to introduce the technology of product refilling, providing detailed
information about the process and the benefits of reusing packaging. During this period,
Cetaphil will also release limited-edition product packaging, with each sale contributing
10,000 VND to HSI Vietnam.
Date: November 21st to December 5th, 2023

Place: East Hall, AEON Mall Tân Phú Celadon, Vạn Hạnh Mall.

KOL/Influencer:
"I am Rubbish": This is a community page for environmental enthusiasts. The
page shares meaningful messages about protecting the environment and animals.
Followers: 656,000+

Title Orientation Channels Format Quantity Timeframe

“Chung tay Highlighting the Brands Article 1 21/11/2023

kiến tạo benefits of reducing VietNam
tương lai plastic waste.
bằng việc Encouraging
giảm thải participation in the
rác thải Cocoon campaign to
nhựa” recycle old
packaging.
Smart Young people Kenh14 Article 1 23/11/2023
choice for a enthusiastically
beautiful respond to the
skin TikTok
trend "Không loài
vật nào đáng phải
chịu đau đớn vì nhân
danh cái đẹp"
“Kết nối Introducing the Vietcetera Article 1 28/11/2023
yêu thương contest "Kết nối yêu
cùng thương cùng
Cetaphil” Cetaphil"

53
 (Connecting Love
with Cetaphil).

Table 3.3. 2. PR article stage 3

3.4. Action - "Honoring Life, Not Harming or Experimenting on Animals"

Campaign (12/12/2023 - 31/12/2023)

Media Internet and support media

Tools Advertising, Direct Marketing

KPI • Reach 80% of target audience (8,000 searches via Google Adwords;
10,000 views via Hallo Travel web; 30,000 views via Vietcetera)
• TVC views on platforms reach over 8 million
• Social media interaction reached 70% (20,000 - 30,000 views/post;
40,000 interactions via Insight fanpage)
• Sold about 750 products in a collab campaign with DalatBunny Hill
• Get feedback from customers via direct marketing from 60%

Content After finishing phase 3 with Desire activities. This is the end of the
3-month campaign of “CetaFeel- Feel The Skin, Feel The Planet”. The
content conveyed is calling for people to act for a better environment for
animals as well as for their own skin.

Table 3.4. 1. Overview of stage 4

• Activity 1: Strengthen the campaign's awareness CetaFeel from 12/12/2023

- 25/12/2023
Run content reminder ads on these platforms:

o Google Adwork:
Purcharging keyword:”CetaFeel, Cruelty-free Skincare”. Make it easier to reach
customers interested in cosmetics that are not tested on animals.

o Facebook:
Post content regularly to keep interaction at the end of the campaign. Facebook
story regularly every day (Can post interactive stories like creating polls, voting: "Have
you joined CetaFeel to contribute to animal protection?",...

o Youtube(Google ads): Replay the campaign's TVCs

54
 • Activity 2: Connect with Dalat Bunny Hill from 20/12/2023 - 25/12/2023

Cetafeel x Dalat Bunny Hill. Dalat Bunny Hill is located at 521 Tu Phuoc,
Ward 11, Trai Mat, City. Da Lat, Lam Dong province is a tourism model
combining many services. In which Cetafeel will cooperate with Dalat Bunny
Hill's rabbit tour and learning service. During this time, when customers buy 1
Cetaphil product, they will get 1 free ticket to visit Dalat Bunny Hill.

Run media posts on Cetaphil's fanpage and website.

Topic Orientation Channel Format Quantity Time

Visiting a Introducing Cetaphil Insight Fanpage 1 20/12/2023
rabbit farm Promotion with mất lòng Facebook
in Da Lat DaLat Bunny Hill.
with Create a response to
CetaFeel young people.

Visiting a Introducing Cetaphil Hallo Website 1 20/12/2023

rabbit farm Promotion with Travel
in Da Lat DaLat Bunny Hill.
with Create a response to
CetaFeel young people.

Table 3.4. 2. Prarticle of stage 4 – Activity 2

• Activity 3: Closing phase, summarizing the campaign, collecting

information from customers:

o End of campaign:
o Announcement of CetaFeel campaign results.
o Post on social media platforms to thank and pledge that the money raised
will be given to HSI for this purpose.
o Booking Pr Articles: Vietcetera

55
Topic Orientation Channel Format Quantity Time

Summary Summarizing the Vietcetera Website 1 31/12/2023

of the amount of money
CetaFeel deducted for the HSI
campaign fund, through this
campaign, what has
been done for the
animals being tested.

Table 3.4. 3. Pr article of stage 4 - Activity 3

o Direct email to customers who have contributed to fundraising, the content is to

express gratitude and to survey the customer's experience and wishes with the
campaign.

56
 Part IV. TIMELINE AND BUDGET

4.1. Timeline

57
Figure 4.1. 1. Timeline chart for Cetaphil campaign

58
 4.2. Estimate budget

Category Description Unit Unit cost Quantity Total cost

MC Ánh 50.000.000 1 50.000.000
Nguyệt
KOLs/
Miss Beauty 100.000.000 1 100.000.000
Influencers Nguyễn
Thanh Hà
Fanpage Tôi Post 15.000.000 2 30.000.000
là Rác - I am
rubbish
Fanpage Post 22.000.000 2 44.000.000
Insight mất
lòng
Fanpage 1 8.000.000 1 8.000.000
PETA Châu
Á
PR article Brands Article 25.000.000 2 50.000.000
VietNam
Kênh 14 Article 15.000.000 2 30.000.000
Yan.vn Article 20.000.000 1 20.000.000
VNexpress Article 10.000.000 2 20.000.000
Zing.vn Article 12.000.000 1 12.000.000
Advertising Article 25.000.000 1 25.000.000
Vietnam
The estimated budget for Stage 1 389.000.000
Contingency budget 20% 77.800.000
Total 466.800.000

Table 4.2. 1. The estimated budget for stage 1

59
 Description Unit Unit cost Quantity Total cost
TVC TVC video 75.000.000 1 750.000.000
production
cost
Poster Poster Poster 100.000 1 100.000
production
cost
Banner Banner Banner 80.000 3 240.000
production
cost
Advertise Facebook month 30.000.000 1 30.000.000
Ads
Youtube Ads month 40.000.000 1 40.000.000
Google Ads month 20.000.000 1 20.000.000
Short- Short- form video 20.000.000 1 20.000.000
form production
video cost
OOH TVC on Mall 200.000.000 3 600.000.000
LED screens
at the
Shopping
Mall
LED screens Mall 40,000,000 3 120.000.000
poster at
shopping
mall
LED screens Mall 35.000.000 2 70.000.000
poster at bus
station
Banner at Airport 200.000.000 2 400.000.000
Tan Son
Nhat
Airport, Noi
Bai
International
Airport
Banner at Month 100.000.000 1 100.000.000
Ben Thanh
Market
The estimated budget for Stage 2 2.150.340.000
Contingency budget 10% 215.034.000
Total 2.365.374.000
60
 Table 4.2. 2. The estimated budget for stage 2

Category Descriptio Unit Unit cost Quantit Total cost

n y
KOL/Influenc Tina Thảo Video 12.000.000 1 12.000.000
er Thi
Trinh Video 10.000.000 1 10.000.000
Pham
Hòa Minzy post 30.000.000 1 30.000.000
Phương post 25.000.000 1 25.000.000
Mỹ Chi
FB: Tôi là post 15.000.000 1 15.000.000
rác - I am
Rubbish
Event Dr. livestrea 100.000.00 1 100.000.000
Chubby m 0
MC Sam livestrea 70.000.000 1 70.000.000
m
Studio: Sài Combo 15.000.000 1 15.000.000
Gòn Live
Event offline Backdrop 1.000.000 2 2.000.000
PG/PB person 4.000.000 4 16.000.000
Standee 250.000 4 1.000.000
Space 50.000.000 2 100.000.000
PR article Vietcetera Article 15.000.000 1 20.000.000
Kenh14 Article 15.000.000 1 15.000.000
Brands Article 25.000.000 1 25.000.000
VietNam
Gift Tik Tok: prize 30.000.000 1 30.000.000
Special
prize
Tik Tok: prize 10.900.000 3 32.700.000
First prize
Tik Tok: prize 2.060.000 8 16.480.000
Second
prize

61
 Tik Tok: prize 30.000 100 3.000.000
tote bag
Livestrea sheet 100.000 100 10.000.000
m:
Coupons
Facebook: prize 12.000.000 2 24.000.000
First prize
Facebook: prize 8.000.000 5 40.000.000
Second
prize
Facebook: prize 500.000 10 5.000.000
third prize
Facebook: prize 300.000 100 30.000.000
Consolatio
n prize
The estimated budget for Stage 3 647.180.0
00
Contingency budget 15% 97.077.00
0
Total 744.257.0
00
Table 4.2. 3. The estimated budget for stage 3

Category Description Unit Unit cost Quantity Total cost

Advertise Google Ads 6.000.000 1 6.000.000
Facebook Ads 5.000.000 1 5.000.000
YouTube 10.000.000 1 10.000.000
Influencer Insight mất Post 22.000.000 1 22.000.000
lòng
PR Hallo Travel Article 8.000.000 1 8.000.000
Article
Vietcetera Article 15.000.000 1 15.000.000
Gift Dalat Bunny ticket 25.000 750 18.750.000
Hill sightseeing
ticket
The estimated budget for Stage 4 84.750.000

62
 Contingency budget 20% 16.950.000
Total 101.700.000

Table 4.2. 4. The estimated budget for stage 4

The estimated total budget of Cetaphil's campaign: 3.678.131.000 VNĐ

63
 PART V. MEASURE

5.1. Measurement through the project

The "CetaFeel" campaign has captured the attention of individuals aged 18-35,
with the majority being females. They prioritize the quality of cosmetics while also
showing concern for cruelty-free products. These individuals not only care for their skin
but also demonstrate an interest in the world around them, including the environment,
animals, and nature.

Through this project, Cetaphil has contributed a small part to the HSI community
and has introduced it to the public, raising awareness about the importance of cruelty-
free products. People who used to focus solely on their skin now pay more attention to
the origin of the products, questioning whether they are genuinely beneficial for their
skin and the surrounding environment. This movement has also played a role in
promoting a green and eco-friendly lifestyle among today's youth.

As a result of this campaign, Cetaphil's brand recognition has expanded beyond

being known for specialized products for sensitive skin. It is now recognized as a brand
that produces products without causing harm to the world, one that opposes animal
testing and avoids using harmful ingredients that could damage the environment.
Customers can confidently trust and use Cetaphil's products.

5.2. Measurement through brand

Galdema gained USD 3.417 billion (2021). Swiss dermatology company

Galderma posted $3.8 billion in net sales during 2022, up 13.9% on 2021 on a constant
currency basis, driven by growth in its injectable aesthetics and dermatological skin
care units. If it goes ahead, the IPO could be one of the biggest in Europe in 2023,
valuing the company at around 20 billion Swiss francs ($21.7 billion).

5.3. Measurement through KPI

The "CetaFeel" campaign is set to run for a period of 3 months, with the aim of
attracting 1,500,000 participants and supporters who will contribute to the fund for HSI.
The campaign also targets achieving a milestone of 8 million views for the TV
commercial (TVC). Additionally, the campaign hopes to receive feedback from 60% of
the customers regarding its quality after its conclusion. Through this initiative, Cetaphil
aims to gain more than 500,000 followers on its social media platforms to maintain a
high level of engagement for future campaigns. Furthermore, the brand's YouTube
channel is projected to reach 400,000 subscribers.

5.4. Measurement through PR activities

64
 Cetaphil's "CetaFeel" campaign has received over 1 million views across various
media channels and more than 60% engagement within 3 months. Achieving such
results in a relatively short period indicates that the campaign's further development is
likely to lead to a successful path for the company.

The aggregation of comments, reactions, and interactions on social media

platforms such as Facebook, Instagram, etc., from consumers regarding the campaign
and fundraising activities for animals shows a positive attitude, indicating that the
campaign is achieving certain levels of success.

The campaign's articles posted on the fan page have received numerous shares
from the community. This not only increases awareness of the campaign but also
enhances customer engagement with the company in general and the campaign in
particular.

5.5. Measurement through Social Media Interaction:

After the campaign was launched, it achieved over 8 million views, attracting
60% of viewers to interact and engage with activities within the "CetaFeel - Feel The
Skin, Feel The Planet" campaign.

Throughout the campaign, combining various discussions and meaningful

activities such as supporting the animal fund and offering free admission tickets to the
Da Lat rabbit farm, over 50,000 consumers have shown their support for the limited
products of the "CetaFeel - Feel The Skin, Feel The Planet" campaign, pledging to stand
by Cetaphil in using products from a brand that does not test on animals. After the
"CetaFeel" campaign, it is expected to increase the number to 100,000 committed
consumers.

Achieving the campaign's Key Performance Indicators (KPIs), we have observed

the strong trust of the audience, especially animal lovers, in the campaign. They have
always sought products that are suitable for their skin while being cruelty-free to
animals. Through the CetaFeel campaign, they realize that it not only exceeds their
expectations but also helps to raise awareness about the pain suffered by animals in
cosmetic testing.

65

6.1. Stage 1
RISK
The topic of discussion is
not exciting, not attractive
to customers
Livestream talkshow can't
interact with many people
KOLs/Influencers are
involved in scandals, with
images that do not match
the brand's campaign.
The live broadcast
quality of the talkshow is
low
Table 6.1. 1. Risk management plan phase 1
PART VI. CONTROL
SOLUTION
Create interaction: Ensure there is interaction
between the online community and fan pages. Use
many questions and gifts to have people interact and
share their opinions.
Expand the topic: post more extensive articles on the
current topic to help readers understand better.
Emphasize the importance and practicality of the
topic being discussed.
Ensure the value of the talkshow: Prepare useful,
contagious information or exclusive promotions
during the livestream.
Promote sharing of livestream at KOLs/Influencers'
personal page
During the contract signing process, there is always a
clause that binds KOLs/Influencers to be responsible
for preserving their own image. If a scandal occurs
during the contract term, the brand party will
terminate the contract according to the agreement of
the two parties initially.
Before livestream always ensure the best
sound and image.
Always have a backup internet connection or a
mobile hotspot.
Prepare content for the livestream in advance.
66
 6.2. Stage 2

RISK SOLUTION
Website crashed due to Always monitor the situation: To avoid recurring overload,
excessive traffic use website performance monitoring and evaluation tools.
Notice: If the website has an error, it is necessary to
immediately notify the customer and update information
about the remediation process.

TVC views are low, do Optimize airtime: Determine the right time to post TVC on
not reach the audience media sites.
Increase promotion on social networks: Use social networks
to attract consumers' attention.

Table 6.2. 1. Risk management plan phase 2

6.3. Stage 3

RISK SOLUTION

KOLs/Influencers are not active
in the media.
Propose new ideas to support; There is always a
human resources department to monitor and
evaluate the performance and promote
KOLs/Influencers.
Prepare a list of planned KOLs/Influencers
groups.

Internet connection lost, audio
equipment malfunctioning,
projector not working.
The event did not start on time
or lasted longer than the
scheduled time.
Technical testing before the event starts to make
sure the equipment is working properly.
Always have backup equipment ready.
If there is a problem, the organization will
quickly contact an experienced technician to fix
it as soon as possible.
Plan specifically and meticulously about the time
in advance to ensure the event goes on as
scheduled.
Coordinating with speakers, organizers, and staff
to ensure cooperation on schedule compliance.

An unexpected security problem Hire professional security guards to ensure event

occurred security.

67
 Table 6.3. 1. Risk management plan phase 3

6.4. Stage 4

RISK SOLUTION

Send missing direct Make sure the customer email list is accurate and up to
mail to customers who date. If the email is not delivered successfully or there are
have raised funds. other issues related to sending the email, proceed to check
and try again. Make sure to have a manager to survey and
collect information from customers.

Running content Always double-check your ad's content and format before
reminder ads crashes. running.
Ensure that a team of technical experts is always available
to operate.
Violation of customer Ensure compliance with security regulations.
privacy, customer Use professional data encryption tools
information is leaked If there is a problem, the organization will contact the
customer directly as soon as possible to apologize and fix
the problem.

Activities at Dalat Develop detailed procedures and contingency plans to

Bunny Hill may be deal with bad weather conditions such as rain, cold or fog.
affected by weather Prepare protective measures, such as arranging a backup
conditions in Da Lat location for outdoor activities, providing raincoats,
umbrellas, heaters.
In the event of extreme inclement weather or unsafety for
customers and employees, there should be a process to
notify cancellations as soon as possible.

Table 6.4. 1. Risk management plan phase 4

68
 Reference

1. Cruelty free international homepage | Cruelty Free International, 18 May 2023,

https://crueltyfreeinternational.org/. Accessed 25 July 2023.
2. Humane Society International, https://www.hsi.org/. Accessed 25 July 2023.
3. “Báo cáo thị trường mỹ phẩm: Xu hướng thị trường mỹ phẩm2023.” CleverAds,
https://cleverads.vn/blog/bao-cao-thi-truong-my-pham/. Accessed 25 July 2023.
4. “Beauty and Personal Care in Vietnam | Market Research Report | Euromonitor.”
Euromonitor International, https://www.euromonitor.com/beauty-and-
personal-care-in-vietnam/report#. Accessed 25 July 2023.
5. “Be Cruelty-Free Campaign.” Humane Society International,
https://www.hsi.org/issues/be-cruelty-free/. Accessed 25 July 2023.
6. “Cetaphil champions sensitive skin in global campaign by Deutsch NY - News.”
AdForum, 1 September 2022, https://www.adforum.com/news/cetaphil-
champions-sensitive-skin-in-global-campaign-by-deutsch-ny. Accessed 25 July
2023.
7. “cetaphil.com Competitors - Top Sites Like cetaphil.com.” Similarweb,
https://www.similarweb.com/website/cetaphil.com/competitors/. Accessed 25
July 2023.
8. “Cetaphil Skin Care Products by jessica dettore on Prezi Next.” Prezi,
https://prezi.com/d-z47ebarirg/cetaphil-skin-care-products/. Accessed 25 July
2023.
9. “CHIẾN LƯỢC MARKETING CHO SỮA RỬA MẶT THORAKAO HẠT
NGHỆ BỔ SUNG TINH CHẤT HOA HỒNG.” Academia.edu,
https://www.academia.edu/27879611/CHI%E1%BA%BEN_L%C6%AF%E1%
BB%A2C_MARKETING_CHO_S%E1%BB%AEA_R%E1%BB%ACA_M%
E1%BA%B6T_THORAKAO_H%E1%BA%A0T_NGH%E1%BB%86_B%E1
%BB%94_SUNG_TINH_CH%E1%BA%A4T_HOA_H%E1%BB%92NG.
Accessed 25 July 2023.
10. “. Đề xuất kế hoạch truyền thông.” 19 March 2015,
https://www.slideshare.net/skzinlai/winway-com-proposal-201407-final-
02?next_slideshow=46029125. Accessed 25 July 2023.
11. Đỗ Hoa. “Lập kế hoạch truyền thông.” 13 June 2023,
https://www.academia.edu/7007439/L%E1%BA%ADp_k%E1%BA%BF_ho%
E1%BA%A1ch_truy%E1%BB%81n_th%C3%B4ng?sm=b. Accessed 25 July
2023.
12. “Dùng sai dược mỹ phẩm: Hậu quả chẳng khác gì kem trộn!” Vietcetera, 19
December 2021, https://vietcetera.com/vn/dung-sai-duoc-my-pham-hau-qua-
69
 chang-khac-gi-kem-tron?utm_medium=copy-link-mobile&utm_source=app.
Accessed 25 July 2023.
13. “Frequently Asked Questions | Cetaphil.” Cetaphil PH,
https://www.cetaphil.com.ph/frequently-asked-questions.html. Accessed 25
July 2023.
14. “Global Consumer Insights Survey 2023: Frictionless retail and other new
shopping trends.” PwC, 16 February 2023,
https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-
survey-feb-2023.html. Accessed 25 July 2023.
15. Johanna Koponen. “.HARNESSING THE IMPACT OF ELECTRONIC
WORD-OF-MOUTH ON PURCHASE INTENTION OF COSMETICS
BASED ON THE FUNCTIONAL ATTITUDE THEORY.” 13 April 2017,
https://aaltodoc.aalto.fi/bitstream/handle/123456789/26102/bachelor_Koponen
_Johanna_2017.pdf?sequence=1&isAllowed=y. Accessed 25 July 2023.
16. “Khám phá những “góc khuất” mỹ phẩm Hàn.” Vietcetera, 31 March 2022,
https://vietcetera.com/vn/kham-pha-nhung-goc-khuat-my-pham-han. Accessed
25 July 2023.
17. “Ngành bán lẻ mỹ phẩm tiếp tục tăng trưởng tốt.” Báo điện tử - Đảng Cộng sản
Việt Nam, 20 May 2022, https://dangcongsan.vn/kinh-te-va-hoi-nhap/nganh-
ban-le-my-pham-tiep-tuc-tang-truong-tot-610488.html. Accessed 25 July 2023.
18. Nguyen, Minh. “Cosmetics market in Vietnam - statistics & facts.” Statista, 20
September 2022, https://www.statista.com/topics/5335/cosmetics-market-in-
vietnam/#topicOverview. Accessed 25 July 2023.
19. Pham, Celina. “Vietnam's Cosmetics Industry: Strong Potential for Growing
Market.” Vietnam Briefing, 9 August 2022, https://www.vietnam-
briefing.com/news/vietnams-emerging-cosmetics-industry-strong-potential-
growing-market.html/. Accessed 25 July 2023.
20. “Relaunched with New Look - Formula & Results | Cetaphil VN.” Cetaphil
Vietnam, https://www.cetaphil.com.vn/en_GB/new-and-improved-
products.html. Accessed 25 July 2023.
21. “Sản phẩm của Cetaphil thân thiện với môi trường | Cetaphil VN.” Cetaphil
Vietnam, https://www.cetaphil.com.vn/vi_VN/environment-and-
sustainability.html. Accessed 25 July 2023.
22. Sime, Gigi. “Best Cetaphil Alternatives - 3 Cleansers Are Better.” My Beauty
Clan, 4 April 2023, https://mybeautyclan.com/best-cetaphil-alternatives/.
Accessed 25 July 2023.
23. “Tháng 3/2023: Ngành hàng sữa rửa mặt tăng doanh thu trên TMĐT, bất chấp
bán lẻ offline ảm đạm - YouNet.” YouNet Group, 15 May 2023,
https://www.younetgroup.com/thang-3-2023-nganh-hang-sua-rua-mat-tang-
doanh-thu-tren-tmdt-bat-chap-ban-le-offline-am-dam/. Accessed 25 July 2023.

70
24. “Thị phần mỹ phẩm Việt trị giá tỷ USD.” VnEconomy, 30 April 2023,
https://vneconomy.vn/thi-phan-my-pham-viet-tri-gia-ty-usd.htm. Accessed 25
July 2023.
25. “Tổng quan về thị trường mỹ phẩm tại Việt Nam.” MISA AMIS, 2 March 2023,
https://amis.misa.vn/85271/thi-truong-my-pham-viet-nam/. Accessed 25 July
2023.
26. “Việt Nam beauty market boasts excellent growth potential.” vietnamnews.vn,
25 December 2019, https://vietnamnews.vn/economy/570315/viet-nam-beauty-
market-boasts-excellent-growth-potential.html. Accessed 25 July 2023

71