Final Project - Cocoon - Tài liệu tham khảo | Đại học Hoa Sen

BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC HOA SEN -----o0o----- Final Project Report Product Management Topic: Cocoon
Lecturer: Ms. Trần Thị Thu Hiền Class: 0200 Group 2 Tp.HCM, tháng 6 năm 2024
Sinh Viên Thực Hiện Full Name ID Contribution 1 Nguyễn Thị Yến Vy 22117300 100% 2 Bùi Thuỳ Thảo Quyên 22104930 100% 3 Nguyễn Thùy Trâm Đan 22113907 100% 4 Trang Mẫn Ngọc 22115186 100% 5 Hoàng Thị Thanh Thảo 22114262 100% 6 Lê Châu Phát 22117534 100% Acknowledgement
First of al , we would like to express our gratitude to Hoa Sen University for providing
us the opportunity to study this subject. Next, we sincerely thank Ms. Tran Thi Thu
Hien. Throughout the course, she has shared, assisted, and guided our group a great deal
in our learning process. She has created favorable conditions for us to further explore
this topic and complete our report. There wil undoubtedly be shortcomings in the
process of doing this work. However, our group has made every effort to complete the
report as thoroughly as possible. We look forward to receiving your comments and
feedback to improve our report further. Commitment
All the information and data in this report are not copied or taken from any other sources
without proper citation. If information from other sources is used, our group has
fol owed the correct rules and principles for citing and referencing, and al sources are
clearly stated. This report is written for the purpose of learning and research, and our
group has no intention of using it for any purpose other than sharing knowledge and information. Mục Lục
PHASE 1: OPPORTUNITY IDENTIFICATION ....................................................... 4
1. Company Introduction ...................................................................................... 4
1.1. Vision ........................................................................................................... 6
1.2. Mission ........................................................................................................ 6
2. Opportunity identification ................................................................................ 6
2.1. Company’s resources ................................................................................. 6
2.2. New market resources ............................................................................... 8
2.3. Internal mandate ........................................................................................ 9
2.4. External mandate ..................................................................................... 11 3. List of opportunitie
s ........................................................................................ 13 4. Evaluation and selectio
n ................................................................................. 14
PHASE 2: CONCEPT GENERATION ...................................................................... 14
1. Concept generation process ............................................................................ 14
2. The list of the ideas .......................................................................................... 17
3. Five product concepts...................................................................................... 18
PHASE 3: PRODUCT CONCEPT EVALUATION .................................................. 20
1. Initial Reaction ................................................................................................. 20
2. Concept Testing ............................................................................................... 21
3. Scoring Model .................................................................................................. 22
PHASE 4: PRODUCT DEVELOPMENT.................................................................. 34
PHASE 5: LAUNCHING ............................................................................................ 37
Part 1: Marketing testing ....................................................................................... 37
Part 2: Product laughing campaign ...................................................................... 38
PHASE 1: OPPORTUNITY IDENTIFICATION 1. Company Introduction
Vegan cosmetics brand Cocoon, established in 2013, is committed to providing quality,
safe products that are not harmful to animals. Cocoon uses natural ingredients from
Dak-Lak coffee, Ben Tre coconut, Tien Giang cocoa butter, Cao Bang roses, and
organic substances such as Grapefruit, Centel a Asiatica, and Squash,... to create
products that make beauty help skin become radiant and healthy. With the motto "Mỹ
phẩm thuần chay - cho nét đẹp thuần Việt" the brand is completely "Made in Vietnam". Brand meaning:
Cocoon means "cái kén", like a "ngôi nhà" to incubate and nurture a smal caterpil ar
that wil one day turn into a beautiful and splendid butterfly. From that meaning, the
Cocoon is the "home" to care for the skin and hair of Vietnamese people, helping them
become more beautiful, perfect, and shine in their way. Logo meaning:
Cocoon's logo has an image of a young woman wearing an ao dai and a conical hat,
posing gently and confidently, symbolizing the image of Vietnamese women in the new
era. The logo means that Cocoon Vietnam Organic Cosmetics wants to help Vietnamese
women become more beautiful and confident. Cocoon is a close friend accompanying Vietnamese women.
Image: Logo of the Cocoon brand
Company name: CÔNG TY TNHH MỸ PHẨM NATURE STORY.
Founder: Nguyễn Bảo Ngọc/ Nguyễn Bảo Tín/ Phạm Minh Dũng.
Address: 38C- 39C Quarter 1, National Highway 1A, Tan Thoi Hiep Ward, District 12, Ho Chi Minh City.
Fanpage: https://www.facebook.com/CocoonVietnamOfficial Hotline: 19009300 Email: we@cocoonvietnam.com
Website: http://cocoonvietnam.com/ Brand certification
Cocoon is the first Vietnamese cosmetic brand certified not tested on animals by
Leaping Bunny and Cruelty-Free International and certified not tested on animals by
animal rights organization PETA. Cocoon products are 100% vegan and registered by
The Vegan Society, a leading educational organization for vegan living global y. 1.1. Vision
Cocoon wants to become one of the leading cosmetic brands on the market, trusted and
loved by consumers. Say no to ingredients derived from animals and do not test on
animals. Cocoon not only wants to beautify the skin but also wants to launch and operate
many meaningful programs to join hands to protect the environment, ecosystem, and
animals... and quickly receive a large response from the crowd. client. 1.2. Mission
Cocoon is committed to providing high-quality, effective, and safe cosmetic products
for the skin using natural ingredients that are not harmful. Cocoon always keeps in mind
a mission to combine the benefits of natural foods with scientific understanding to
create safe and effective cosmetic products for everyone. The difficult journey to find
true beauty is not your task alone, we wil go with you on that journey. Always like that, forever like that. 2. Opportunity identification
2.1. Company’s resources Analyze market opportunities
In the context of the increasing trend of using natural and organic cosmetics, Cocoon is
a pioneering cosmetic brand in this field - facing a great opportunity in Vietnam. With
the rapid growth of the economy and personal income, customers pay more attention to
health and the environment and choose safe and benign products for the skin. Expanding
business through online shopping channels (Shopee, Lazada, Tiktokshop,...) also brings
great opportunities for Cocoon to reach many potential customers, especial y in remote
areas. In addition, the green consumption trend is also widely known, causing demand
for environmental y friendly products made from natural materials to increase. In a
cosmetics market that is growing strongly but stil lacks reputable brands of natural and
organic cosmetics, Cocoon can affirm its position and become the leading brand in this
field in Vietnam. Vietnam. However, to be successful, Cocoon needs to focus on
improving product and service quality, building a reputable brand and image, expanding
distribution channels, and promoting the brand on social networks. Image: Tiktokshop Technology
All natural ingredients are purchased directly from local farmers, combined with active
ingredients, vitamins, and base systems imported official y from countries such as
France, Germany, Japan,... Besides, the key point that helps Cocoon create safe and
highly stable cosmetic products is thanks to modern production lines and techniques,
based on GMP standards of the Vietnam Ministry of Heal th.
Cocoon applies modern preparation technology to make products of high quality, safe,
and effective. In addition, there is a closed production system and strict control. Before
being released to the market, it must be studied for 6 - 12 months on sensory, pH,
stability over time, temperature, and irritation, and meet the regulations of the Ministry
of Health of Vietnam. Cocoon uses environmental y friendly packaging such as
recycled paper, bioplastics, and glass, contributing to environmental protection and
reducing plastic waste. Cocoon develops strongly through online sales channels, online
marketing, and fast delivery services. The brand is trying every day to understand and
listen to customers' needs to improve in the future.
Image: Machines of the Cocoon brand 2.2. New market resources
Expanding to International Markets:
• Market Size: The Vegan Cosmetics Market is expected to grow from USD 2.66
bil ion in 2023 to USD 3.70 bil ion by 2028, at a CAGR of 6.83% during the forecast period (2023-2028).
• Consumer Trends: Even before the pandemic, The Economist newspaper
declared 2019 to be the year of "veganism" with 1/4 of young Mil ennials
worldwide identifying as vegan or vegetarian.
• Retail Landscape: On the high-end e-commerce site Net-a-porter, the "clean
beauty" category, which includes vegan,organic, and sustainable cosmetics, has
seen a growing number of brands and a 50% increase in sales compared to the previous year. Developing New Product Lines:
• Men's Cosmetics: The men's cosmetics market is growing rapidly, and Cocoon
can take advantage of this opportunity to develop products specifical y for men.
• Makeup: Cocoon currently focuses on skincare products, but they could expand into the makeup market.
• Hair Care: Cocoon could also develop hair care products to meet consumer demand.
• New skincare products: Cocoon can develop new skincare product lines (eg toner pad, paper mask). 2.3. Internal mandate Suppliers:
• Familiar ingredients from many regions such as DakLak coffee, Ben Tre
coconut, Tien Giang cocoa butter, or Cao Bang rose water... Cocoon has created
many gentle products like DakLak coffee scrub, grapefruit essential oil for hair
care, pumpkin water, and rose water makeup remover... These products quickly
gained high praise in the skincare community for their reasonable prices and
quality, which is no less than famous foreign cosmetic brands. Cocoon only
works with suppliers who ensure progress, meet standards, and fol ow
agreements like Kewpie, and Nikkol Group...
Intermediary promotion channels: •
Channel Leader: The leader of the distribution channel is Cocoon, which directly
manages its system. Cocoon produces the products and finds ways to deliver
them to consumers through other members of the channel. •
Retailers: With the trust and support of consumers and the continuous efforts of
the brand development team, The Cocoon now has more than 300 sales points in
its national distribution network: Watsons, Guardian, Sammi Shop Garden,
Hasaki, Coco Shop, Boshop, Skin House, Chanh Cosmetics Box. Additional y,
there are over 200 other sales points across the country. With this dense network
of retail stores, Cocoon can easily enter markets in major cities in Vietnam,
especial y Hanoi and Ho Chi Minh City. Also, the retail points of these stores
are already wel -known, so many people choose to buy cosmetics there.
Therefore, this indirectly helps Cocoon get detailed information about the
interests, personalities, and preferences of customers in each area. From here,
products can be researched and developed based on consumer preferences and geographic location. •
Cocoon's website provides the most detailed information about products besides
retail points or e-commerce platforms. This helps customers choose and feel
more secure after selecting products to use. The Cocoon website usual y has
higher prices than retail points or other online channels, but it plays its role in
ensuring the authenticity of products for users. •
E-commerce platforms: The e-commerce platforms that The Cocoon is currently
on include Shopee, Lazada, and TikTok shop, al of which are wel -received. E-
commerce platforms have specific roles in transactions, logistics, and
simplifying the distribution process. These platforms help Cocoon connect and
communicate with customers quickly in the era of the Internet. Many major and
reputable newspapers like El e. vn and vtv. vn has praised the green cosmetic
revolution of the brand. Understanding the influence of KOLs, Cocoon has
partnered with beauty experts to evaluate and introduce their products and services to customers. Customers: •
High information access: For cosmetic products, technology is often seen as a
competitive strength. Information about product features is regularly shared and
evaluated by reference groups, helping customers easily find and access information. •
Low price sensitivity: Customers believe that high-priced products have strict
production processes and better quality than other price segments. Therefore,
customers often accept higher prices to buy products from brands they trust to
be quality and worth the money. •
Public: Cocoon has appeared in many major newspapers and digital magazines
like Elle. vn, vtv. vn, vnexpress... Most news about Cocoon mentions how
Cocoon has carried out a vegan cosmetic revolution and uses environmental y
friendly production processes. Major and reputable newspapers have praised
Cocoon for its animal-friendly and environmental y-friendly products. This
greatly affects Cocoon's brand influence on the public. By understanding the
influence of KOLs, Cocoon has partnered with many beauty experts and
celebrities to advertise products on social media. Through these KOLs, the
company can communicate the message that innocent animals deserve love and care to users. 2.4. External mandate PESTEL analysis of Cocoon. Social •
Green consumer trend: Consumers are increasingly concerned about
environmental y friendly and safe products for their health, which drives the demand for Cocoon's products. •
Changes in consumer behavior: The increasing awareness of health and natural
beauty makes consumers prioritize natural products. •
Young population: Vietnam has a high proportion of young population, who are
very interested in beauty and self-care, creating great opportunities for Cocoon. Technological •
Manufacturing technology: Applying advanced manufacturing technologies
helps Cocoon improve product quality and optimize costs. •
Research and development: Investing in R&D to develop new products and
improve the quality of existing products. •
E-commerce: The development of e -commerce helps Cocoon easily reach
customers and expand the market. Environmental •
Environmental protection: The regulations on environmental protection are
becoming increasingly stringent, requiring Cocoon to comply with and apply
sustainable production methods. •
Using sustainable resources: Cocoon needs to focus on sustainably using natural
resources to ensure long-term development.
Model of 5 competitive forces of Cocoon: Bargaining Power of Suppliers •
Number of suppliers: If there are multiple suppliers of natural materials, their
bargaining power wil be lower and Cocoon can easily switch between suppliers. •
Quality of materials: The quality of natural materials is crucial for Cocoon's
products. Suppliers can use this to increase prices or change supply conditions. •
The specificity of the material: If Cocoon depends on specific materials that only
a few suppliers can provide, the power of the suppliers wil increa se. Bargaining Power of Buyers •
Number of customers: If Cocoon has many customers, the bargaining power of each customer wil decrease. •
Customer loyalty: Customer loyalty to the Cocoon brand helps reduce their bargaining power. •
Availability of substitute products: If there are many substitute products in the
market, customers have more choices, and their bargaining power will increase.
Threat of Substitute Products or Services •
Replacement products: In the cosmetics market, there are many replacement
products from different brands, including natural and chemical cosmetics. •
Price and quality of replacement products: If the replacement products are
affordable and of good quality, the risk for Cocoon wil increase. •
Innovation and differentiation of products: Cocoon needs to constantly improve
and develop new products to maintain competitiveness and reduce the risk from replacement products.
The new shopping behavior of Cocoon: Awareness •
Advertising and marketing: Cocoon can use advertising and marketing strategies
to enhance brand awareness and promote its products to potential customers. •
Communication strategy: Utilize online and offline communication channels to
introduce new products and explain the benefits of using natural cosmetics. Interest •
Product information: Providing detailed information about the natural
ingredients, benefits, and usage of the product to stimulate customer interest. •
Promotions and special offers: Organizing promotions and special offers for new
products can enhance customer interest. Evaluation •
Product evaluation: Provide customers with the opportunity to evaluate the
product through online reviews, user feedback, or product samples. •
Comparison with other products: Cocoon needs to provide benefits and
competitive value compared to other products in the market to encourage customers to choose. Trial •
Product sample: Provide free or discounted product samples for customers to
have the opportunity to experience the product before purchasing. •
Guarantee and ret urn policy: Ensure product quality for customers through
guarantee and return policies, creating trust when testing new products. Adoption •
Customer support: Provide product usage instructions and post-sales support to
ensure customers have a positive experience and continue using the product. •
Build customer loyalty: Create reward programs or loyalty points to encourage
customers to come back and make regular purchases. Advocacy •
Encourage: Customers to share their experiences with the product through
ratings, reviews, or sharing on social media. •
Promotions for current customers: Create a promotion for current customers
when they refer the product to friends, increasing positive word-of-mouth about the brand. 3. List of opportunitie s
From market resource research, we see Cocoon's market opportunity, so we wil focus
on developing and using new products instead of focusing on improving old product lines.
Noticing that nowadays people, especial y women, place great importance on their skin,
appearance, and personal fragrance, we have chosen the beauty market and selected
four market segments that tend to attract significant interest: •
Skin Whitening: Women are concerned with keeping their skin flawless and
bright because it makes them feel beautiful and more confident when wearing
their favorite outfits. Our team has identified this as a potential product line. •
Facial Moisturizing: Most Vietnamese women desire clean, hydrated, and
instantly soothed skin. Therefore, skincare products represent one of the
opportunities we plan to explore. •
Natural Hair D ye: With the current popularity of hair dyeing, the chemical
ingredients often cause damage such as dry, weak, and brittle hair. Based on the
success of Cocoon hair care products, we have decided to choose this product to
meet the demand for beautiful, natural y sourced hair care solutions. •
Eye Cream: The current trend of working late, lack of sleep, or insufficient rest
negatively impacts health, particularly affecting the skin around the eyes.
Considering these factors, eye cream represents one of the opportunities we are
looking to develop in the market.
Based on our business strategy, we see the need to develop three products: Skin
Whitening, Natural Hair Dye, and Eye Cream, is not feasible due to economic and
technical chal enges. With this analysis, I have chosen to focus on the opportunity to
develop Facial Moisturizing products and disregard the remaining opportunities. 4. Evaluation and selectio n
Overal review of Cocoon cosmetics: •
The product does not contain animal ingredients and is not tested on animals,
suitable for vegetarians and those who care about the ethics of product use. •
I am using natural ingredients originating from Vietnam such as squash, Dak
Lak coffee, Ben Tre coconut oil, and Cao Bang ro which are,... safe for the skin and the environment. •
Affordable price, suitable for the budget of many Vietnamese consumers. •
The packaging design is simple, sophisticated, and has a bold Vietnamese style. •
Suitable for many different skin types and needs.
With the advantages of quality, safety, and commitment to customers, I consider
Cocoon to be a good choice, especial y for customers who are interested in using safe and benign cosmetics.
PHASE 2: CONCEPT GENERATION 1. Concept generation process
1.1. Find out customer’s needs •
In the cosmetics industry, the issue of safe ingredients is becoming more and
more important. Consumers want to know where the ingredients or materials for
products come from. They want to know how they are made, by whom, and
whether these products wil support or harm their health when used over a long period. •
More than anyone else, customers understand that beauty products are used
directly on the skin. Therefore, concerns about overal health have triggered a
new interest in ingredients and the production process of cosmetics. •
The demand for products without chemicals, petrochemicals, and preservatives
has increased in recent years. As a result, businesses have invested more in
researching and developing natural cosmetics. This aims to boost production to meet consumer preferences.
1.2. Research a competitor’s product Sukin •
Founded in 2007, Sukin quickly became the number-one skincare brand in Australia
thanks to its natural extract ingredients. Up to now, the brand has been widely
welcomed in many countries around the world such as China, Indonesia, Malaysia,... •
Therefore, it is not surprising that Sukin received the prestigious "Best in Beauty
Awards 2021 Winners: Skin Care" award in 2021. Advantages of Sukin: •
Sukin is renowned for its products made from natural, organic ingredients that are
safe for the skin and do not cause irritation. •
Sukin offers a wide range of skincare products for all skin types and needs, including
cleansers, moisturizers, toners, serums, and masks. •
Compared to other organic cosmetic brands, Sukin is quite reasonably priced, making
it accessible to a broad range of consumers. •
Sukin has received many positive reviews from consumers regarding its effectiveness and skin safety. Disadvantages of Sukin: •
Some Sukin products have a slow effectiveness, requiring a long period of use to see clear results. •
Sukin is not officially distributed in Vietnam, so consumers have to purchase through
hand-carried shops or order online. •
Although made from natural ingredients, some Sukin products can still cause
irritation for sensitive skin. Klairs •
Klairs is the best vegan skincare brand in Korea and popular in many other
countries.The standout product lines of Klairs: •
The Supple Preparation line helps to deep cleanse and moisturize the skin. •
Blue line: Moisturizes and rejuvenates the skin. •
Freshly Juiced line: helps to brighten the skin. This line has been used and trusted by many women for many years. •
Rich Moist Soothing line: Moisturizes and gives a soft, even-toned, radiant white skin. •
The fundamental line helps with intensive skin care, including specialized
products for different areas of the body. •
Daily Skincare line: a d aily skincare version with 2 simple steps. •
Gentle Black Cleansin g line deeply and gently cleanses. Advantages: •
Klairs products have simple formulations, primarily derived from natural extracts, and
do not contain alcohol, fragrances, parabens, or artificial colorants, making them very
safe and gentle for the skin, including sensitive skin. •
Klairs products are highly rated for their effectiveness, delivering noticeable results in
skincare and addressing issues like acne, dark spots, hyperpigmentation, and wrinkles. •
Klairs offers a complete range of basic skincare steps from makeup removers,
cleansers, toners, and moisturizers to sunscreens, as well as specialized products for
specific skin concerns such as acne, hyperpigmentation, and aging. •
Considering their quality and effectiveness, Klairs products are reasonably priced,
making them affordable for many consumers. Disadvantages: •
Due to their high popularity, Klairs products are often counterfeited, making it
challenging for consumers to select genuine products. •
Compared to other cosmetic brands, Klairs has fewer promotional programs and discounts for customers. The Body Shop •
The Body Shop is an organic cosmetic brand from the UK. With a long history, The
Body Shop has a large loyal customer base. Actively conveying humanistic messages
helps The Body Shop gain much affection from consumers. •
Tea Tree Oil, Edelweiss Revitalizing Essence, Vitamin C Glow Boosting
Moisturizer, Ginger Anti-Dandruff Shampoo, and Moringa Shower Gel are the
best-sel ing products at The Body Shop based on user reviews and evaluations.
Most products are natural y sourced from Fair Trade programs, making them
extremely safe and environmental y friendly. Advantages: •
Using natural ingredients attracts customers who are interested in healthy and low- chemical products. •
No animal testing and actively participates in sustainability initiatives. •
Offers a wide range of skincare, hair care, makeup, and body care products for all
skin types and needs. Customers can easily find products that suit them. •
The Body Shop products often have fresh and pleasant scents, providing a relaxing usage experience. •
The Body Shop pays attention to aesthetically pleasing and attractive packaging
design, creating a good impression on customers. Disadvantages: •
Compared to other cosmetic brands, The Body Shop products are priced higher. This
might deter some customers from purchasing the products. •
The effectiveness of The Body Shop products can vary depending on the individual
and skin type. Some products may deliver good results, while others may not meet expectations. •
There are not many stores in Vietnam, making it more difficult for some customers to
purchase the brand's products. 2. The list of the ideas
• Centella Asiatica toner pads • Winter melon mist • Cucumber essence • Rose sheet mask • Centella Asiatica spray
• Centella Asiatica moisturizer • Rose toner • Centella Asiatica serum • Aloe vera toner pads • Centella Asiatica mask
At this stage, we must eliminate five infeasible options for implementation, which wil be removed as fol ows:
Firstly, rose and pumpkin are not selected because Cocoon already has numerous products featuring these ingredients.
Secondly, we are excluding ideas related to cucumber and aloe vera because these two
ingredients are commonly used for body or face masks, but may not be the best choice for all types of products.
Therefore, we will focus on products containing Centella Asiatica, as Cocoon has not
previously had related products, and there are relatively few brands in the current market in
Vietnam utilizing this ingredient. 3. Five product concepts Product Need Form Technology Centel a Moisturizing, Toner pad: A
Centel a Asiatica extract (88%), butylene glycol Asiatica soothing the thin, smooth
propanediol, methylpropanediol, purified water,
Toner pad skin (Hydration, woven cotton 1,2-hexanediol, hydroxyacetophenone, glycerin Soothing)
pad soaked in panthenol, glycereth-25 PCA isostearate, Salicy Reduce acne an Centel a
acid, tromethamine, biosaccharide gum-1, dark spots
Asiatica toner. ethylhexylglycerin, glycerol -26, neem leaf extra (Reduce acne Eco-friendly:
dipropylene glycol, disodium EDTA, and scars) Use
hydroxyethyl cel ulose, indomal seed flower
Gentle control biodegradable extract, polyglyceryl-10 oleate, * Centel a Asiati (Oil control) or recyclable
leaf extract (88ppm), Centel a Asiatica root extr Skin recovery cotton.
(88ppm), pentylene glycol, Bacil us/soybean after damage
fermentation extract, wild plant root extract, Asia (Skin recovery)
flower extract, peril a leaf extract, *Madecassos Convenient,
(15 ppm), Ammonium Polyacryloyldimethyl easy to use
Taurate, Hyaluronic Acid, Hydrolyzed Hyaluroni (Convenient,
Acid, Sodium Hyaluronate, Ectoin, Yam Wheat easy to use)
Extract, *Asia Tic acid (0.4 ppm), *Asiaticoside
(0.3 ppm), *Madecasic Acid (0.3 ppm) *Super Cica 7 10,000PPM Centel a
Delivers instant Ultra-fine mist Formulated with pure Centel a Asiatica extract, Asiatica
hydration to the that delivers a rich in asiaticoside, madecassoside, and asiatic Spray
skin, leaving it refreshing burst acid to soothe the skin,stimulate col agen and feeling soft and of hydration
elastin production, and improve skin elasticity. supple. and absorbs quickly into the skin. Centel a Moisturizing: Moisturizer:
Centel a Asiatica Extract: Rich in asiaticoside, Asiatica Provides
Popular cream madecassoside, and asiatic acid, it helps stimu Moisturizer moisture,
format, easy to col agen production,improve skin elasticity, softens skin, use, absorbs
reduce wrinkles, soothe the skin, and treat acne reduces peeling. quickly.
Hyaluronic Acid: Hydrates, retains moisture, an s oftens the skin. Centel a Skin Repair: Serum: Light
Nano Centel a Asiatica Extract: Centel a asiatic Asiatica
Centel a asiatica serum, easily extract formulated in a nano form to enhance sk Serum
has the ability to absorbed into penetration and deliver maximum efficacy. promote skin the skin, regeneration, suitable for al helping skin skin types,
recover quickly especial y skin from damage that needs caused by acne, recovery. sunlight, or other environmental factors. Centel a
Hydration and Sleeping mask: Nanotechnology: Helps extract centel a essen c Asiatica Moisturizing: Provides
the form of super smal nanoparticles, easily Mask Centel a
nutrients to the penetrates the skin, nourishes the skin from dee Asiatica is skin at night,
within. Liposome: Helps encapsulate nutrients, renowned for its leaving the
protects nutrients from decomposition, and help deep hydrating skin soft and
bring nutrients into the skin more effectively. ability, leaving smooth when skin soft and waking up. smooth.
PHASE 3: PRODUCT CONCEPT EVALUATION 1. Initial e R action
Fol owing this approach, we have reviewed and established general selection criteria
for five product concepts. The next step involves conducting a preliminary assessment
and eliminating a product concept that does not meet the necessar y criteria. Concept Variants Centel a Centel a Centel a Centel a Centel a Selection Asiatica Asiatica Asiatica Asiatica Asiatica Criteria Toner pad Serum Spray Moisturizer Mask Save time 0 + + + - Quickly and + - + 0 - effectively Multipurpose + - - - - Long-term + + - - - effectiveness