COMPANY: COCOON VIETNAM

1. Company background
History
 The Cocoon Original Vietnam is a natural vegan Vietnamese cosmetic brand.
 Cocoon belongs to Nature Story Cosmetic Co., Ltd – Vietnam and was born
in 2013.It quickly became a favorite product by 100% vegan
 Cocoon uses abundant natural ingredients such as squash, mint, tea tree, Dak
Lak coffee… each product is designed with beautiful, thoughtful packaging
and carries a humane message.
 On 9/2020, Cocoon was certified “not tested on animals and vegan” by the
global animal welfare organization PETA
 Cocoon became a special name when it was "the best-sellingVietnamese
brand in 2021 at Watsons".

Core Values
 As for the core values, with enthusiasm and passion, Cocoon Vietnam
is constantly developing to bring customers 100% natural high-quality
products.
 Also, their products are always based on core values from nature,
humanity, and science, because what Cocoon concerns mostabout is a
public health and environmental protection
Mission
 “Cocoon was born to give people skin, a hair that is always healthy, youthful,
and full of life from simple and close ingredients that you eat every day.
 We always keep one mission in mind: applying the benefits of the foods
around us combined with scientific knowledge to create cosmetic products
that are safe and effective for everyone”.
 The arduous journey to true beauty is not your own task, we will accompany
you on that journey. It's always been like that, it's always been like that.

Vision
 Cocoon's vision is to create completely vegan products without animal origin
to meet the expectations of the Vietnamese people: safe and effective.
 The familiar ingredients in the daily life of Vietnamese people such as Dak
Lak coffee, Ben Tre coconut oil, Tien Giang cocoa butter, Cao Bang roses,
etc., are all applied by Cocoon with the most advanced technology. to retain
the maximum content of vitamins, minerals and antioxidants in the
composition

2. Target customer analysis:

1. Who are your customers?
a, Demographics:
  Location: Highly populated urban areas with a high standard of living. (HCM, Hanoi,
Huế, Đà Nẵng, Bình Dương,...)
 Due to the high population and high standard of living, there is a strong
demand for beauty services.
 In the city, there are numerous leading cosmetic distribution systems
(Guardian, Watson, Hasaki,..), Cocoon's products are available at over 300
retail locations nationwide.
 Age: young individuals and office employees (18-30 years old)
 They typically have a moderate income ranging from below 5,000,000 to
10,000,000 VND/month => Cocoon offers products in the mid-range price
range.
 They have the ability to access information and knowledge about
environmental protection. => Cocoon’s products deliver an environment -
friendly message.
 Education: University-educated or with a strong interest in wellness and natural
ingredients.

b, Psychographics:

 Values: Sustainability, natural ingredients, cultural heritage, ethical sourcing, self-

acceptance.
 Lifestyle: Health-conscious, active, interested in self-care and well-being practices.
 Personality: Open-minded, adventurous, appreciative of authentic experiences and
unique products.
 Media consumption: Active on social media, follows beauty influencers and blogs,
reads publications with a focus on sustainability and conscious living.

2. What are the needs/wants/problems you're trying to address?

 Needs:
 Safety needs: Effective, gentle skincare and wellness products free from harsh
chemicals and synthetic ingredients.
 Wants: Products that align with their values and contribute to a sustainable lifestyle.
 Problems: Skin sensitivity, dissatisfaction with conventional beauty products, lack of
trust in brands lacking transparency.

3. Describe a typical customer journey map

3. Competitor analysis: Who are your main
direct and indirect competitors?
3.1. Direct competitors

Klairs: is currently a very popular name in Vietnam, most of its products are always at
the top of the most used products, from serums, makeup removers, toners, or
moisturizers. Klairs is a brand originating from Korea with many lines of cosmetics
extracted from nature. The brand is guaranteed to be 100% vegan and is expected to
explode even more with its quality products.

Sukin: a natural cosmetics brand from Australia, with 98.8% natural ingredients,
achieving the 100% Vegan brand. Even Sukin packaging can be recycled and says
no to genetically modified ingredients.

The Body Shop: born in 1976 is one of the oldest and globally famous cosmetic
brands from England. Although not a 100% vegan brand, keeping up with the trend,
the company has researched and developed its vegan products and has its own
vegan cosmetics department on its website and store for you to freely choose select.
The Body Shop has been present in Vietnam since 2008 and has built a loyal
customer base.

Cỏ Mềm Homelab: is a vegan cosmetics brand from Vietnam. This brand was
founded in 2015 and quickly became one of the most popular vegan cosmetic brands
in Vietnam.
Cỏ Mềm Homelab provides skincare, makeup, and hair care products with natural,
benign ingredients, and reasonable prices.
Herb n' Spice: is a vegan cosmetics brand from Vietnam. This brand was founded in
2016 and specializes in providing skin care products with natural ingredients,
extracted by hand.

3.2. Indirect Competitors

- Besides direct competitors, Cocoon also faces indirect competition from other
cosmetic brands that are not vegan. These brands often have large-scale, long-term
experience and strong financial resources, allowing them to invest heavily in product
research and development, marketing, and distribution.
Some of Cocoon's indirect competitors include:
 La Roche-Posay is a French cosmeceuticals brand. La Roche-Posay is
famous for its gentle skin care products, suitable for all skin types.
 Kiehl's is an American cosmetics brand. Kiehl's is famous for its high-end skin
care products, extracted from natural ingredients.

- In Vietnam, spas have become more popular in recent years, offering different
products and services while still meeting customers' desires. At a spa, customers
have already paid for their skin care services; therefore, they will not purchase skin
care products. For example, Cocoon also has hair growth products extracted from
grapefruit. To get the thick hair they desire, customers will probably have to use the
product for many months to grow hair and see a clear change. Because this method
is quite time-consuming, many people want to get hair extensions at hair salons,
where they can get long hair within a day.