Category: Skincare

Market: Vie t n a m

Main brand Comp etitor

https://www.innisfree.vn/ https://thefaceshop.com.vn/

https://www.facebook.com/innisfreevietnam https://www.facebook.com/watch/ThefaceshopVietnam/

https://www.instagram.com/innisfreevietnam/ https://www.instagram.com/thefaceshopvietnam/

https://www.youtube.com/channel/UCd41miI https://www.youtube.com/user/THEFACESHO
9zM_AXaLCsqJ_QAw PVN
Table o f C o n t e n t s

01. 02. 03.

Online Presence Analysis Online Activities Social listening

04. 05. 06.

SWOT Analysis Executive summary References
01.
Online P re s e n c e
Analysis
We b s i t e Performan ce
Analysis
1.1 Web s i t e o v e r v i e w
 1.1 Web s i t e e n g a g e m e n t

Website visits from December – February 2020

300,000 260,331
250,000
200,000
150,000 113,569
82,360 70,343
100,000
50,000 80,445
64,475
0
DEC'20 JAN'20 FEB'20

Innisfree The Face Shop

1.2 We b s i t e e n g a g e m e n t
1.2 We b s i t e e n g a g e m e n t
Bounce rate from January – March 2020 Page per visits from January – March
60 2020
40 10

20 5
0 0
JAN'21 FEB'21 MAR'21 JAN'21 FEB'21 MAR'21

Innisfree The Face Shop Innisfree The Face Shop

1.3 Search e n g i n e o v e r v i e w
1.4 Search e n g i n e analysi s
N o n - b r a n d e d k e y w o r ds

In nis free The Face S h op

Social m e d i a
Performance
Analysis
 1.5 Social
media
overview

Althou h Innisfree has an increase in the number of followers and posts, the
en a ement from both Facebook, Insta ram are decrease to 16.8%.
1.5 Social
media
engagement

Insta ram shows the hi hest droppin  in the en a ement rate at 35.2%.
1.5 Social
media
overview
Why the engagement rate on
Facebook is decreasing?

The decrease in the en a ement

rate of innisfree is due to a
abundance of informative
post, irrelevant content on
Facebook
1.5 Social
media
overview
Why the engagement rate on
Facebook is decreasing?

While there are abundance of

promotional posts on
Facebook, innisfree has no
sale promotions on its
insta ram pa e.
Social m e d i a
activities
Analysis
 2 . 2 Social m e d i a
innisfree
2.2.1 Sale promotions
activities The Face Shop

Sale promotions
The Face Shop also implement
o Innisfree frequently have sale promotions posts on both diverse promotion mix
Facebook channels, e-commerce platforms (Lazada, tools includin  discount, price pack,
Shoppee). mini ame.
o Most of promotions are offerin  product-bundle pricin ,
discount, free samples. * The promotion activities from both
brands are almost the same
o Since tar et customers of innisfree is youn  adults, the
brand used bri htenin color and fun visual to catch more
attention from the audience.
 innisfree
2 . 2 Social m e d i a The Face Shop

2.2.1 Sale promotions

activities

Innisfree offered many discount deals

The brand used enthusiatic voice, ur ency word and limitted
time.
The post was implemented as a livestream.
Innisfree use micro influencer (MC Kiwi Kim Quy) to attract more
attention.
Innisfree used livestream, corporated with third party (Lazada) to
draw more en a ement, interested from the audience.
TFS recent promotional post reach hi h en a ement.
The brand used fun, ener etic, friendly terms
like 'nhữn  chuyến vi vu', 'Chào hè rạn  rỡ', m
' ùa
đi xa'.
While innisfree implement promotion throu h
livestream, TFS

People spend 3 times more watchin  Live than other videos on

Facebook and commentin  10 times more on this form.
(Kant, V & Jie Xu 2016)
 2 . 2 Social m e d i a
innisfree
activities The Face Shop
2.2.2 Product launch

While innisfree use informative, enthusiastic tone-of-

o Innisfree introduced new products in an informative,
voice, The Face Shop use more friendly, teens
enthusiastic way.
terms like 'chan ai', ' xun  xinh', 'kho chieu’
o The products can meet the functional need like
moisturizin  and cleanin
o Innisfree shows its responsibility to environment by The Face Shop usin  hashta  and call-action-
o Innisfree button, impulsin  customers en a e with the post.
usin recycledoffered free ifts to encoura e customers
in redients Whereas innisfree is missin this
oInnisfree has cute, outstandin  packa in  for its new
products
try out new products
Innisfree is doing better in terms of the packaging,
visual. However, their content is less friendly
compare to The Face Shop
 Product
launching
Content are inconsistent
throu hout channels. The
product launch is bein 
blurred out due to other
promotions

insta ram pa e website

Key takeaway
Promotion

Content & Visual

Product launch
03.
Online Activities
2.1. Web s i t e
P ro m o t i o n

Count down Buy n o w

Both companies have promotion posts o n their front page.

H ow ev er, w hi le I n n i s f r e e t a k e a s u b t l e a p p r o a c h , TFS is
more aggressive. For i n s t a n c e , t h e b a n n e r of TFS’s w eb s i t e
is u s e d for t h e p r o m o t i o n w i t h “Buy n o w ” b u t t o n a l o n g
w i t h c o u n t d o w n clock. Mobile u s e r s goi ng t o TFS
h o m e p a g e will s e e p o p - u p a d d r e g a r di n g t h e p r o m o t i o n
with similar content .
2.1. Web s i t e
P ro m o t i o n

O n t h e i r f r o n t p a g e s , I n n i s f r e e h a s c a l l - t o - a c t i o n b u t t o n s t h a t e n c o u r a g e u s e r s t o join t h e i r
loyalty p r o g r a m s t o enjoy d i ff er e n t b e n e f i t s according t o t h e i r loyalty s t a t u s . M ea n w h i l e , TFS
f ocu s es o n d i s c o u n t a n d f r e e m i u m .

 I n n i s f r e e w a n t s t o c r e a t e m o r e value a n d grow t h e i r exi s t i ng c u s t o m e r s b a s e w hi l e TFS

u s e s p r o m o t i o n t o ol s t o s p r e a d b r a n d a w a r e n e s s a n d g a i n p o t e n t i a l c u s t o m e r s
2.1. Web s i t e
Product la u nc h

Both companies have their new

p r o d u c t s dis played o n t h e f r o n t p a g e

Whi le m o s t of I nni s free ’s traffic a r e

evenly a c c u m u l a t e d f r o m Direct,
Social a n d Organic s e a r c h , TFS drive
o ver 60% of i t s traffic f r o m org ani c
search.
2.1. We b s i t e
Brand c a m p a i g n

F u r t h e r m o r e , I n n i s f r e e w eb s i t e f e a t u r e s i n t e r ac t i v e e v e n t s t h a t e n c o u r a g e u s e r s t o p r o d u c e
c o n t e n t s w i t h t h e i r p r o d u c t s . TFS h a s n o s i m i l a r c o n t e n t o n t h e i r w e b p a g e
 Social m e d i a
innisfree
activities The Face Shop

Sale promotions
o Innisfree frequently have sale promotions posts on both The Face Shop also implement
Facebook channels, e-commerce platforms (Lazada, diverse promotion mix
Shoppee). tools includin  discount, price pack,
o Most of promotions are offerin  product-bundle pricin , mini ame.
discount, free samples.
* The promotion activities from both
o Since tar et customers of innisfree is youn  adults, the brands are almost the same
brand used bri htenin color and fun visual to catch more
attention from the audience.
 innisfree Social m e d i a The Face Shop

Sale promotions activities

Innisfree offered many discount deals

The brand used enthusiatic voice, ur ency word and limitted
time.
The post was implemented as a livestream.
Innisfree use micro influencer (MC Kiwi Kim Quy) to attract more
attention.
Innisfree used livestream, corporate with third party (Lazada) to
draw more en a ement, interested from the audience.
TFS recent promotional post reach hi h en a ement.
The brand used fun, ener etic, friendly terms
like 'nhữn  chuyến vi vu', 'Chào hè rạn  rỡ', m
' ùa
đi xa'.
While innisfree implement promotion throu h
livestream, TFS

People spend 3 times more watchin  Live than other videos on

Facebook and commentin  10 times more on this form.
(Kant, V & Jie Xu 2016)
 Social m e d i a
innisfree
activities The Face Shop
Product launch

While innisfree use informative, enthusiastic tone-of-

voice, The Face Shop use more friendly, teens
o Innisfree introduced new products in an informative, terms like 'chan ai', ' xun  xinh', 'kho chieu’
enthusiastic way.
o The products can meet the functional need like The Face Shop usin  hashta  and call-action-
moisturizin  and cleanin
o Innisfree shows its responsibility to environment by button, impulsin  customers en a e with the post.
Whereas innisfree is missin this
o
usin Innisfree
recycledoffered free ifts to encoura e customers
in redients
oInnisfree has cute, outstandin  packa in  for its new
products
try out new products Innisfree is doing better in terms of the packaging,
visual. However, their content is less friendly
compare to The Face Shop
Innisfree

Product
l a u n ch i n g
Content are inconsistent
throu hout channels. The
product launch is bein 
blurred out due to other
promotions

insta ram pa e website

Key takeaway
Promotion

Content & Visual

Product launch
03.
Social l i s t e n i n g
Analysis
 3.1 C o m m e n t s - neutral c o m m e n t s
innisfree The Face Shop

The audience ta ed and shared the promotions with

Prices are the most concern price indicatin  customers
their friends.
are hi hly interested in innisfree products, price Facebook ta in  is an effective way to enerate posts to
sensitive
other potential audience as it rab attention of the one
Innisfree immediately response to most of the bein  ta ed (Carrotozzolo, V n.d)
Innisfree well-use of direct marketin  as the brand
comments
privately messa e each customer.
3.2 C o m m e n t s – p o s i t i v e c o m m e n t s
The Face Shop
innisfree

Most compliment from customers are about adorable

packa in . This illustrate the audience of innisfree
shows bi  concern on the desi n of the products.
Thus, packa in  can boost customers purchase
decision process. TFS also have compliment on its carefully packin  and
fast shippin .
By creatin  innovative packa in , customers shows
more en a ement and loyalty to the brands, as a
result the brand sales is increasin  (Francer, C
2018).
3.3 C o m m e n t s - n e g a t i v e c o m m e n t s
innisfree
Customers’ feedback on Lazada
Customers complaints on quality,
packa in  of innisfree
Customers asked for et tin  reward from a
mini ame was posted on Facebook.
Nevertheless, the brand showed no response to
these comments.
Customers complaint on customers service in
terms of bad-manner of employees
Key takeaway
Comments of innisfree are not as effective as TFS since the
audience focusin  on the prices, askin  while the audience from
the TFS did ta , shares with friends.
TFS encoura e audience en a e more with their posts by create
mini ames, contest. On the other hand, Innisfree respond to
customers comments more often.

CREDITS: This presentation template was

created by Slides o, includin  icons by
Flaticon, info raphics & ima es by Freepik
04.
SWOT
Analysis
SWOT Analysis
Strength Weakness
o Strong brand n a m e o I n c o n s i s t e n t m a r k e t i n g c o n t e n t a c r os s
channels
o Large u s e r s b a s e o n social m e d i a o
channels Slow w e b p a g e o n b o t h d e s k t o p a n d
o Good direct
oH a s s u s t a i n a b l e marketing
PR c a m p a i g n a n d o
Loosing e n g a g e m e n t o n social m e d i a

p r o d u c t s w i t h re cycled i n g r e d i e n t s I n c r e a s i n g b o u n c e r a t e a n d d e c r e a s i ng
p a g e p e r visit o n w e b s i t e .

Opportunity
o I n c r e a s i n g u s e r s o n Fa c ebook, t h e m o s t
p o p u l a r social m e d i a p l a t f o r m i n Vi e t n a m
o o ( Thi e n Ly 2 0 2 0 )
Mi l le nni a l c o n s u m e r s a r e t h e m o s t pr i c e
s e n s i t i v e g e n e r a t i o n ( M a r k e t i ng c h a r t s
2017)
o Environmental i s s u e is a m o n g t o p 3
c o n c e r n s i n Vi e t n a m ( Ka n t a r 2 0 2 0 )
Threat
o Highly c o m p e t i t i v e m a r k e t w i t h n e w
f or e i g n f i r m s e n t e r i n g t h e c o m p e t i t i o n
Covid-19 P a n d e m i c n e ga t i ve l y i m p a c t s
beauty product consumption
w or l d wi de (Culliney 2 0 2 0 )
SWOT Analysis
SO Strategy
o Cr e a t e n e w p r o d u c t w h i c h m a d e of
recycled i n g r e d i e n t s a n d
e n v i r o n m e n t a l l y f ri e ndl y p a c k a g i n g
a n d p r o m o t e i t o n all social m e d i a
platforms to win-over new
customers and expand market share
WO Strategy
o I m p r o v e w e b s i t e l oa d i ng s p e e d a n d
dr i ve tra ffi c f r o m social m e d i a
p l a t f o r m s t o I nn i s f r e e ’s w e b s i t e via
promotion posts
ST Strategy
o Levera ge social m e d i a p l a t f o r m s
to prom ote sustainable brand
image to t h e consumers. Hence,
d i ff e r e n t i a t e I n n i s f r e e f r o m o t h e r
competitors
WT Strategy
o Implement consistent posts with
h a s h t a g s a c r o s s d i ff e r e n t c h a n n e l s t o
help cross-promote and funnel users
t o I n n i s f r e e Fac e book p a g e ( Pa te l n . d )
06.
List o f R e f e re n c e s
 6 . R ef ere n ce s
Carrotozzolo, V n,d 'Facebook tagging and how can my business benefit', Rouge Vission, viewed 10 April 2021,
<https://www.roguevisions.com/facebook-tagging-and-how-can-my-business-benefit/>.
Culliney, K 2020, ‘Highs and lows: Beauty giants report mixed economic impact amid COVID-19’, Cosmetic Design
Europe, 25 May, viewed 11 April 2021, < https://www.cosmeticsdesign-europe.com/Article/2020/05/25/COVID-19-crisis-
impacts-beauty-financials-hard-personal-care-fares-better>.
Francer, C 2018, ' How innovative packaging boosts consumer engagement', Packaging Impressions, 13 November,
viewed 9 April 2021, <https://www.packagingimpressions.com/article/how-innovative-packaging-boosts-consumer-
engagement/>.
Kant, V & Xu, J 2016, 'Taking into account live video when ranking feed', Facebook, 1 March, viewed 10 April 2021,
<https://about.fb.com/news/2016/03/news-feed-fyi-taking-into-account-live-video-when-ranking-feed/>.
Kantar World Panel 2020, ‘Out now: Vietnam’s FMCP Insight Handbook 2020’, Kantar World Panel, 14 February, viewed
11 April 2021, <https://www.kantarworldpanel.com/global/News/Vietnam-Insight-Handbook-2020?fbclid=IwAR1X6Z-
8UoYI0xk3trF9kPRxMs1-17UXtwbFthMEvA1xTygStetOMEYpde4#download>.
Marketing Chart 2017, ‘Millenials the most price sensitive geneeration when CPG Shopping’, Marketing Chart, 15 August,
viewed 10 Aprila 2021, <https://www.marketingcharts.com/industries/cpg-and-fmcg-
79623#:~:text=Millennial%20consumers%20are%20more%20likely,adults%20overall%2C%20per%20the%20report.>.
Pixus n.d, 'The important of tone of voice and why you should get it right', Pixus, viewed 9 April 2021,
<https://www.pixus.uk/the-importance-of-tone-of-voice-and-why-you-should-get-it-right/>.
Thien Ly 2020, ‘VN cosmetics market remains magnet for foreign brands’, Vietnam news, 9 November, viewed 11 April
2021, < https://vietnamnews.vn/economy/804387/vn-cosmetics-market-remains-magnet-for-foreign-brands.html>.
Little data 2020, ‘What is an average pages per session’, Little data, 4 May, viewed 11 April 2021,
<https://www.littledata.io/average/pages-per-session-(all-devices)?fbclid=IwAR3cutP3xQvY7Pv4Pd2-
HghAo599TrRwsF9pYSfMPJJ1jbF_ioZh5ZjpNhk.>.