INTRODUCTION
Background of the research
Love Beauty and Planet offers a vegan product line free from animal-derived ingredients and animal testing The brand appeals to consumers who are increasingly prioritizing eco-friendly products, reflecting a growing trend towards environmental sustainability in purchasing decisions (Stávková et al., 2008).
Love Beauty and Planet has experienced a notable shift in consumption rates, leading to an increased profit margin This growth serves as a solid foundation for the brand to enhance its product quality.
The concept of vegan products may seem unfamiliar to some consumers, but awareness and consumption have significantly increased in recent years (Morwitz, 2014) Love Beauty and Planet has effectively targeted a younger audience, utilizing marketing campaigns to educate consumers about the benefits and features of vegan products (Satit et al., 2012).
The beauty market features numerous domestic and foreign brands, with Love Beauty and Planet maintaining a loyal customer base By evaluating brand awareness, it becomes possible to infer consumer consumption levels for this product line, enabling businesses to develop strategies that meet customer demand and enhance sales (Alvarez & Casielles, 2005).
The research employs a quantitative method to assess brand equity and consumption levels of Love Beauty and Planet products It aims to gauge awareness and usage among consumers, utilizing survey feedback to inform new strategies and innovations based on customer insights (Aaker, 1996).
Problem statement
Love Beauty and Planet aims to enhance its brand equity and increase awareness among consumers regarding its vegan cosmetic products However, the brand faces challenges due to competition from other established brands, which limits its visibility in the beauty care market If Love Beauty and Planet fails to broaden its recognition, it risks being overlooked by customers when selecting beauty care options To combat this, the brand should implement targeted campaigns to promote its identity and core message as a vegan cosmetics brand, ultimately fostering greater consumer awareness and preference.
Marketing research objectives
Research topics focus on solving specific goals after:
Understanding and organizing key aspects of brand awareness is essential for evaluating its impact on Love Beauty and Planet By assessing the current level of brand awareness and identifying the factors that influence it, we can gain valuable insights into the brand's market presence and consumer perception.
Ho Chi Minh city Orientation and propose solutions to improve the brand awareness of Love Beauty and Planet Learn and systematize issues related to brand and brand awareness
This article evaluates the brand awareness of Love Beauty and Planet in Ho Chi Minh City, identifying key factors that influence it It aims to propose effective strategies to enhance the brand's visibility and recognition within the market Additionally, the article suggests methods to strengthen the brand's values in consumers' minds and improve its competitive standing.
Research methodologies
To gather comprehensive information on the Love Beauty and Planet brand, data was collected from various sources, including websites, research papers, and graduate theses A standardized questionnaire survey was conducted in Ho Chi Minh City, targeting young individuals familiar with the brand to assess their product awareness The quantitative survey utilized Google Forms, initially involving five customers and expanding to a sample size of 200 The collected data will be analyzed using SPSS software, with descriptive statistical analysis and graphical representations to illustrate the current state and consumer demand for Love Beauty and Planet products.
Scope and limitation
Survey participants aged 18 to 28 in District 10, Ho Chi Minh City, possess awareness and experience with Love Beauty and Planet products Customer feedback gathered from this demographic can effectively gauge the brand's equity, providing valuable insights for the Research and Development and Marketing departments to formulate targeted strategies.
Despite achieving the research objectives, the study faces several limitations Firstly, the sample size of approximately 230 is insufficient, which may hinder the generalizability of the findings Secondly, there is a scarcity of reliable data regarding unforeseen challenges encountered during the research process Additionally, the limited number of existing studies on the topic restricts the depth of analysis, highlighting the need for more statistical insights to enhance the research's significance.
FINDING AND DISCUSSION
Overview of the chosen company
Unilever, a British multinational company, offers a wide range of food and beauty care products With a global presence, Unilever has established a significant market in Vietnam, where consumers are eager to explore its diverse product offerings.
Love Beauty and Planet, a Unilever brand, promotes vegan products that enhance beauty while minimizing environmental impact Their product line includes hair and body shampoos, conditioners, toothpaste, and lotions made from organic ingredients, aligning with the natural beauty care trend Despite initial skepticism about vegan cosmetics, effective advertising has won over consumers, making Love Beauty and Planet a top choice available in supermarkets and online platforms like Shopee, Lazada, and Tiki The brand is committed to responsible sourcing, waste reduction, and water conservation, positioning itself as an ideal option for those who prioritize organic beauty care and environmental sustainability.
Focus groups
Sampling is a crucial procedure in research, where data is collected from specific target areas and groups After gathering significant data, a list of the target population, known as the sampling frame, is created The probability sampling method is employed to facilitate data analysis, utilizing randomization to ensure each individual has an equal and independent chance of selection This approach not only saves time and resources by avoiding the challenges of contacting the entire population, but it also presents potential risks to data quality, such as inaccuracies and management difficulties.
The research team identified five focus groups for their study, with the first group consisting of individuals aged 18 to 22 This demographic was chosen due to their familiarity with various cosmetics and their ability to make informed purchasing decisions based on personal preferences Vietnamese youth are increasingly eager to assert their identities by engaging with trendy brands and products The researchers opted for students over middle-aged individuals, as students are more accessible and relatable to the research team, facilitating a more effective data collection process (Osman & Jin, 2014) Additionally, adolescents who actively participate in social networks provide valuable insights, given their heightened awareness of online marketing and current trends (Ogburn, 2015) This initial group is further categorized into three branches based on students from three different universities.
The study targets female students from the University of Foreign Languages and Informatics, University of Economics, and University of Technology, who are required to complete research courses to understand the significance of participating in surveys This ensures their honest cooperation, reducing the risk of sampling errors Researchers aim to assess the vegan brand awareness of Love Beauty and Planet among individuals aged 23-28, a demographic that influences product perception The study includes two focus groups: employees at Ha Do Centrosa and attendees at Van Hanh Mall in District 10, where a concentration of offices and retail outlets facilitates survey participation These groups reflect the growing interest in vegan cosmetics among graduates and young professionals.
In different living situations, the level of perception about product types is also affected (Moshrefjavadi et al., 2012).
Data collection
Primary data refers to information collected directly by the researcher, utilizing various tools for data gathering (Bryman, 2012) In this study, the author exclusively employed questionnaires to collect data through a multiple-choice survey created on Google Forms, consisting of approximately 21 questions, which was shared on Facebook targeting potential consumer focus groups Given that the majority of the audience engages with Facebook, it served as the most effective platform for conducting online surveys, especially in light of the ongoing impact of COVID-19 on public health To enhance brand awareness, the research team aimed to gather essential information from primary data sources, focusing on customer insights, factors influencing product awareness, decision-making processes regarding product usage, and overall customer evaluations of the product.
Natural cosmetic products are defined as those made from natural ingredients—such as plant, animal, and mineral sources—obtained through methods like pressing, extraction, filtration, distillation, and drying, as well as microbiological or enzymatic processes These products must be free from contaminants that could pose risks to human health and typically consist of at least 95% certified organic ingredients, according to most certifying organizations Additionally, ethical standards prohibit the use of animals in the testing of natural cosmetics or their ingredients.
Vegan beauty, often referred to as "vegan cosmetics," represents a segment of the cosmetic industry that excludes all ingredients derived from animals As highlighted by author Jolinda Hackett (2020), these products not only avoid animal-derived components but also ensure that no harm comes to animals during their production.
The current trend in cosmetics goes beyond organic, natural, and cruelty-free products, as vegan cosmetic brands are gaining popularity among environmentally and animal-conscious consumers Love Beauty and Planet exemplifies this movement, striving to be a fully vegan brand that caters to the growing demand for sustainable beauty options.
Many individuals adopt a vegan lifestyle not only to safeguard the environment but also to embrace a healthier way of living As Tata Harper, the founder, noted, “Cosmetics go after food because they share so many ingredients If the ingredients are digested well, they're also great for applying to the skin” (SOPHIE THANH HUYEN, 2020).
The Love Beauty And Planet has successfully raised brand awareness through a strong commitment to social responsibility This focus on human health and hygiene is central to the company's business model, effectively shaping its brand identity.
To achieve the research objectives on customer awareness of Love Beauty and Planet vegan cosmetics, a list of information to be collected and analyzed on the following issues was created:
From April 19 to April 25, researchers prepared survey questionnaires for a study involving 200 females aged 18 to 28 who are familiar with the Love Beauty and Planet brand, aiming to enhance customer awareness of its vegan cosmetics The survey was conducted in two stages, starting with participants from Ho Chi Minh City University of Foreign Languages-Information Technology, University of Economics, and University of Technology, followed by respondents from Ha Do Centrosa and Van Hanh Mall Due to the ongoing Covid-19 pandemic, the survey transitioned to an online format using Google Forms, which proved more convenient than traditional paper surveys Participants could complete the survey in about 1 to 2 minutes using various devices, although miscommunication extended the process Over two weeks, the study collected over 200 samples, with more than 180 deemed qualified for analysis From May 17 to June 6, the research team gathered secondary data from reputable books, online newspapers, magazines, and academic websites, ensuring a clear and coherent research process across all stages.
Data analysis
2.4.1 The type of cosmetics consumed regularly
Body wash Shampoo Body lotion Hand lotion Others
Figure 2.4.1 The type of cosmetics consumed regularly
Research shows that consumers allocate significant spending towards sunscreen products, making them the top choice, followed by face cleansing products and lipsticks Body care items, including body wash, lotion, shampoo, and hand lotion, also attract substantial customer purchases Love Beauty and Planet stands out in this market, offering a diverse range of beauty care products such as body lotion, hand lotion, body wash, shampoo, hair conditioner, and toothpaste, ensuring that customers receive comprehensive care and options.
2.4.2 Love Beauty and Planet Brand Awareness
Figure 2.4.2 Customer awareness of Love Beauty and Planet
This chart reveals that 58.7% of consumers have a strong understanding of the product, while 34.8% have limited knowledge, and 6.5% are unaware of it To enhance brand recognition and compete effectively, businesses must develop a robust branding and communication strategy that addresses these insights and differentiates their products in a competitive market.
Besides, when the survey respondents were asked "Did you know Love Beauty and Planet is a vegan product line?" then the answer “Yes” accounted for a higher proportion of 137 out of
180 samples collected, while the answer “No” accounted for 21.9% of the 180 responses This
A recent survey reveals that a significant number of customers familiar with Love Beauty and Planet cosmetics recognize it as a natural product, indicating the company's effective targeting of its intended audience.
2.4.3 Priority In Choosing Vegan Cosmetics
Love Beauty and Planet Cocoon
ELF cosmetics The Body Shop Others
Figure 2.4.3 Priority In Choosing Vegan Cosmetics
Our group's survey includes a question about brand awareness When asked, which vegan cosmetic brand do you prefer? Then the outcome is as follows:
• Across a wide range of industries, 47.3% of respondents chose the Love Beauty And Planet brand, a product they are familiar with, as their first choice.
• 35.7% of those polled chose the Cocoon brand, which is affiliated with Love Beauty And Planet.
• The remaining 17% is made up of other products such as the Body Shop, ELF Cosmetics, and others.
Survey results indicate that brand awareness significantly impacts customers' purchasing decisions In the context of the 4.0 era, online shopping has surged in popularity, highlighting the importance of brand familiarity in influencing consumer behavior.
2.4.4 Love Beauty Planet Brand Awareness Levels
The following scale can be used to assess brand awareness:
• When it comes to the product, mention it for the first time
• You are unfamiliar with the product
Figure 2.4.4 Love Beauty and Planet Brand Awareness
2.4.5 Brand recognition factors for Love Beauty And Planet
Figure 2.4.5 Brand recognition factors for Love Beauty and Planet
Brand awareness is crucial in the purchasing process and serves as a key indicator of brand strength, as consumers tend to prefer well-known brands However, various factors influence purchasing decisions A study on customer brand awareness of Love Beauty and Planet products identified key elements impacting choices: 36.7% of respondents prioritized packaging, 29.6% favored fragrance, 15% selected the logo, and 18.7% considered other factors.
Brand awareness is significantly influenced by packaging, as it allows for quick identification among numerous competitors on store shelves Additionally, scent plays a crucial role in product selection, with many consumers preferring products that offer a more pleasant fragrance This satisfaction fosters brand loyalty, particularly when products meet health safety standards set by the Ministry of Health, ensuring they do not cause skin irritation While product names may be similar, logos remain unique, serving as a distinctive symbol for each brand, often represented through drawings, textures, typefaces, or special symbols to enhance public recognition.
2.4.6 The customers’ thinking about brand name Love Beauty and Planet
Table 2.4.1 Factors in brand awareness that customers can know
Elements of a brand name Number of customers
Easy-to-read brand name 9 40 131
Easy-to-remember brand name 20 55 105
Easy pronunciation Easy memory A meaningful name An impressive name 0%
Figure 2.4.6 The customers’ thinking about brand name Love Beauty and Planet
The survey results categorized responses into four groups: easy pronunciation, easy memory, meaningful brand names, and impressive brand names Notably, over 50% of participants agreed that the brand names were easy to read, indicating a strong preference for readability Additionally, more than 20% of respondents expressed neutral opinions across all groups, while the remaining responses ranged from 5% to under 20%.
2.4.7 Love Beauty and Planet Product recognition through product packaging
Number of customers Disagreement Neutral Agreement
Packaging provides complete information about the product to consumers
Table 2.4.2 Factors in the perception of packaging that customers may know
Color Aesthetics Completeness Of Product Information 0%
Figure 2.4.7 Love Beauty and Planet Product recognition through product packaging
Eye-catching, aesthetic, and informative packaging significantly influences customer purchasing decisions, as highlighted by a survey showing that over 160 customers chose Love Beauty and Planet products based on their packaging alone The color of the product plays a crucial role, being the most important factor, followed by aesthetics and product information Therefore, businesses must prioritize attractive packaging, as even products of identical quality can achieve higher sales with more luxurious designs.
2.4.8 The factors that increase brand equity in advertising
Factors related to product Number of customers
Table 2.4.3 Factors related to product advertising
Im pr ess iv e a dv er tis em en ts
Va rio us ad ve rti sin g to ol s
Su ffi cie nt in fo rm ati on tr an sfe r
Figure 2.4.8 The factors that increase brand equity in advertising
Respondents were asked how they understand the brand name and product information, with three options presented: impressive advertisements, various advertising tools, and sufficient information transfer Agreement levels were notably high across all groups, with over 65% of respondents expressing agreement for each option Neutral responses ranged from under 20% to under 30%, while the remaining responses accounted for at least 6% and up to 18%.
Beauty and Planet's social media channels
Figure 2.4.9 Love Beauty and Planet's social media channels (Source: Author)
A survey of Love Beauty and Planet's social media channels reveals that the Internet is the most effective communication channel, accounting for 76.2% of customer engagement Referrals from friends and family follow closely, contributing to 58.2% of customer trust during purchasing decisions In-store displays and product introductions rank third, capturing 45.3% of customer attention due to their convenience In contrast, word-of-mouth and newspaper advertising have a lower impact, with rates around 35-38% Consequently, the company should prioritize online advertising and implement trial programs to enhance reach and bolster customer confidence in their products.
Safe for skin Environmental Protection
Figure 2.4.10 Advantages of vegan cosmetics
A recent survey revealed that over 98% of participants prefer products with natural ingredients, highlighting the growing awareness of the benefits of natural cosmetics These products are recognized for their safety, health benefits, and positive impact on the environment Additionally, the availability of natural cosmetic lines, such as shower gels, toothpaste, and shampoos, provides a competitive edge for companies in the market This trend represents a significant shift in consumer attitudes in Vietnam, moving away from conventional cosmetics towards a preference for natural alternatives.
Strategy of Love Beauty and Planet products
Figure 2.4.11 The level of spending on buying cosmetics (Source: Author)
Figure 2.4.12 The reasonable price of Love Beauty and Planet products
According to Figure 2.4.11, approximately 50.7% of consumers spend between 300,000 VNĐ and 500,000 VNĐ on cosmetics, a reasonable amount for students and working professionals Additionally, nearly 30% of respondents invest between 500,000 VNĐ and 1,000,000 VNĐ in cosmetics, indicating a significant willingness to spend on beauty products.
100.000 VNĐ - 300.000 VNĐ 300.000 VNĐ - 500.000 VNĐ 500.000 VNĐ - 1.000.000 VNĐ
Love Beauty and Planet offers products starting at 150,000 VND, making them reasonably priced for a targeted customer base interested in self-care.
With 85.6% of survey participants in Figure 2.4.12 found that the price of the product is reasonable Therefore, the company has launched a very good price strategy, which should continue to be promoted in the near future Create many conditions such as promotions, incentives, vouchers for customers to know more about the product.
2.4.12 The significant differences between products of Love Beauty and Planet and those of competitors
Figure 2.4.13 The significant differences between products of Love Beauty and Planet and those of competitors (Source: Author)
Love Beauty and Planet differentiates itself in the beauty care market through several key elements Over 60% of respondents noted that the brand's impressive packaging significantly influences their purchasing decisions Additionally, competitive pricing is a standout feature that attracts consumers Marketing strategies also play a crucial role, with more than half of the surveyed individuals highlighting its effectiveness Furthermore, customer service and product quality are important factors, accounting for 45% and 36% of responses, respectively.
2.4.13 The reasons for purchasing Love Beauty and Planet
Problems and solutions
After synthesizing all of the survey responses, the writer filtered out the contributing results to help people better understand Love Beauty and Planet products.
When addressing customer obstacles to purchasing Love Beauty and Planet's vegan products, the primary concern is product effectiveness As the economy evolves, the sales landscape becomes more challenging due to increasing diversity in the vegan cosmetics market and rising consumer expectations for quality To enhance brand awareness, Love Beauty and Planet should establish a reputable corporate image and ensure that all products are of the highest quality before launch A clear strategic direction is essential, along with expanding cultivation and production capabilities and improving technology to meet vegan standards, which are anticipated to be a significant consumer trend Leveraging the natural resources available in tropical countries like Vietnam can be advantageous Additionally, conducting thorough market and consumer research, including surveys and feedback, will aid in refining product strategies and developing competitive pricing policies that align with consumer trends Lastly, the cost remains a critical factor, as vegan cosmetics are relatively new to the market; thus, businesses should implement pricing strategies that enhance product competitiveness and diversify their offerings to cater to different target customers.
Consumer awareness significantly impacts the popularity of vegan products, as individuals increasingly prioritize product quality alongside ethical production practices The vegan lifestyle reflects a commitment to animal welfare, climate action, sustainability, and health To enhance awareness of vegan cosmetics, it is essential to educate consumers about environmental and animal protection Current vegan cosmetic lines utilize eco-friendly packaging that encourages reuse and recycling, thereby minimizing plastic waste and harmful chemicals By promoting knowledge about the environment and reducing animal product consumption, we can collectively safeguard both the planet and its creatures Providing consumers with clear, comprehensive information about the characteristics and benefits of vegan cosmetics is crucial, as is offering direct sales of certified products that assure quality and efficacy.
Love Beauty and Planet can enhance consumer awareness of vegan cosmetics by developing an engaging minigame that tests knowledge on the subject Additionally, the effectiveness of their advertising slogans is crucial; these should be trendy and concise to resonate with specific customer groups and become memorable phrases in everyday conversation By leveraging impactful taglines, Love Beauty and Planet can effectively promote their brand through word-of-mouth marketing.
RECOMMENDATIONS AND CONCLUSION
Recommendations
To effectively expand your brand through online media, it's crucial to establish clear and manageable goals These goals should encompass the frequency of posts, the choice of media platforms, the speed of response to customer inquiries, and the volume of content produced High-quality writing is essential, as it significantly impacts audience engagement and brand visibility Ultimately, creating compelling content fosters a lasting connection with your audience, enhancing your brand's reach and influence.
Marking techniques and strategies have evolved significantly over the years, requiring advertisers to stay updated with the latest trends and standards for success Implementing a social media marketing schedule enhances effectiveness by organizing ideas and minimizing repetition Content calendars are essential tools for determining what and where to post, ensuring a strategic approach to online engagement.
Conclusion
In conclusion, the survey highlights the need for Love Beauty and Planet to enhance its brand equity and consumer awareness, particularly regarding its organic ingredients The focus groups comprised localized target customers, providing insights that can help the brand expand its presence in the beauty care market While many consumers are loyal to the products, there remains a significant number who have yet to try them, indicating a need for strategies to increase consumption rates The research also sheds light on customer behavior, enabling the company to assess brand recognition, product usage, and necessary improvements to better serve its audience To boost awareness of its brand and vegan offerings, it is recommended that Love Beauty and Planet invest in more advertising efforts.
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