PROJECT NAME

Just the naturally gentle pink cheeks of girls in

COMPANY BACKGROUND
LEMONADE COSMETICS IS A VIETNAMESE COSMETICS BRAND, WHICH WAS FOUNDED BY MAKEUP ARTIST QUÁCH ÁNH IN 2018, HAS RAPIDLY CREATED A NEW
WAVE FOR THE BEAUTY COMMUNITY IN VIET NAM. WITH MANY YEARS OF EXPERIENCE, QUÁCH ÁNH HAS LAUNCHED A COSMETICS BRAND WITH CLEAN BEAUTY.
BY ANALYZING THE CLIMATE, SKIN COLOR AND TEXTURE, LEMONADE PROVIDES MAKEUP PRODUCTS THAT ARE SUITABLE FOR VIETNAMESE WOMEN'S SKIN.
FROM THEM TO DEVELOP THE PRODUCTS IN A CONVENIENT WAY TO USE. LEMONADE FOCUSES ON AFFIRMING CONSUMER'S OWN BEAUTY AND SUPPORTING
EXPRESSING THEIR UNIQUE STYLE OF BEAUTY THROUGH COSMETICS. THROUGH STRATEGIC PARTNERSHIPS, COLLABORATIONS WITH INFLUENCERS, IT HAS
CREATED A FOOTHOLD IN COSMETICS MARKET

PROJECT OBJECTIVE
TARGET: DURING THE PERIOD FROM MAY 2025 TO AUGUST 2025, AFTER 3 MONTHS OF LAUNCHING THE NEW COLLECTION, THE REVENUE OF THE NEW BLUSH
COLLECTION CATEGORY (INCLUDING THE AUTUMN-WINTER FESTIVAL COLLECTION) ACCOUNTS FOR 50% LEMONADE'S TOTAL REVENUE, ON AVERAGE,
INCREASED BY 25% COMPARED TO THE FIRST QUARTER
SPECIFIC: NEED TO INCREASE AT LEAST 40 NEW CUSTOMERS EACH MONTH AND MAINTAIN OLD CUSTOMERS.
MEASURABLE: THROUGH DATA ANALYSIS TOOLS, IT SHOWS THAT THE NUMBER OF PEOPLE INTERACTING WITH WEBSITES AND E-COMMERCE PLATFORMS
INCREASED BY 10% COMPARED TO THE PREVIOUS QUARTER AND DIRECT VISITORS TO STORES INCREASED BY 5%.
ATTAINABLE: LEMONADE'S FOUNDER HAS 270K FOLLOWERS ON INSTAGRAM, 1.8M FOLLOWERS ON TIKTOK, LEMONADE'S WEBSITE ON FACEBOOK HAS 210K
LIKES AND MORE THAN 240K FOLLOWERS, IN ADDITION, LEMONADE'S TIKTOK SHOP MODEL IS GROWING DAY BY DAY.
RELEVANT: THE COLLECTION LAUNCHES WITH BLUSH SUITABLE FOR SUMMER USE.
TIMEBOUND: BETWEEN THE SECOND AND THIRD QUARTERS OF 2025.
PROJECT BUDGET PROJECT SCHEDULE
"MAKEUP ROADSHOW"
1,000,000,000 VND (1 BILLION VND) ORGANIZE ROADSHOWS AT MANY UNIVERSITIES AND PUBLIC AREAS, WHERE
PEOPLE CAN TRY OUT FREE PRODUCTS, RECEIVE MAKEUP ADVICE FROM
TARGET AUDIENCE EXPERTS, AND PARTICIPATE IN FUN ACTIVITIES TO RECEIVE GIFTS FROM
GEOGRAPHICS: LEMONADE COSMETICS FOCUSES ON THE LEMONADE .
URBAN, ESPECIALLY LARGE CITIES LIKE HO CHI MINH CITY, TIME: 05/2025 - 08/2025
HANOI CITY, ETC.. THESE CITIES HAVE A DENSE
POPULATION WITH A MIDDLE INCOME AND HIGH DEMAND “LEMONADE VIRTUAL REALITY EXPERIENCE”
FOR COSMETICS PRODUCTS. DEVELOP A VIRTUAL REALITY (VR) EXPERIENCE AT EVENTS OR IN POP-UP
DEMOGRAPHICS: STORES, ALLOWING CUSTOMERS TO EXPERIENCE LEMONADE MAKEUP
AGE: 18-25 YEARS OLD (THIS AGE GROUP HAS A NEED FOR PRODUCTS FIRST-HAND AND ENGAGE IN A UNIQUE INTERACTIVE SPACE.
BEAUTY AND IS ABLE TO PAY MORE FOR COSMETICS TIME: 7/2025 - 8/2025
PRODUCTS)
INCOME: BRAND FOCUSES ON THE CONSUMERS WITH INCOME MIDDLE TO HIGH, THESE CONSUMERS CAN AFFORD MID-RANGE,
BUT NOT TOO HIGH-END, BEAUTY PRODUCTS (CLASS E TO D)
GENDER: FEMALE
OCCUPATION: COLLEGE STUDENT, OFFICE WORKER, ETC.
FOR COLLEGE STUDENTS, PURCHASING POWER IS QUITE WEAK.
FOR CONSUMERS THAT HAVE STABLE JOBS, PURCHASING POWER, PRODUCT SELECTION STANDARDS ARE ALSO HIGHER
PSYCHOGRAPHIC:
LIFESTYLE AND PERSONALITY: TRY MANY NEW MAKEUP STYLES, MAKEUP PRODUCTS; ALWAYS UPDATED WITH THE LATEST BEAUTY
TRENDS; TEND TO USE NATURAL, BENIGN PRODUCTS, NOT TESTED ON ANIMALS
BEHAVIOR:
USAGE OCCASION: CONSUMERS CAN USE THE PRODUCTS FOR SPECIAL EVENTS, OR JUST MAKEUP LAYOUT FOR NORMAL DAYS
THANKS TO PRODUCT’S CONVENIENT

KEY MESSAGE
“WHEN LIFE PRESENTS YOU WITH LEMONADE, TURN THEM INTO A UNIQUE LEMON SMOOTHIE”
THIS IS THE MESSAGE THAT LEMONADE WANTS TO SEND TO EVERY GIRL: THERE WILL ALWAYS BE A SOLUTION TO EVERY PROBLEM
IN LIFE. LEMONADE - A MAKEUP BRAND - ALWAYS AFFIRMS THAT EVERY GIRL'S BEAUTY COMES FROM WITHIN: IN KNOWLEDGE,
POSITIVE THINKING AND CHEERFUL ENERGY. LEMONADE WANTS TO CONVEY THE MESSAGE "VIETNAMESE WOMEN WILL ALWAYS
BE YOUTHFUL, PERSONABLE, INTELLIGENT BUT ALSO FULL OF CHARM".
KEY CUSTOMER BENEFIT TONE
YOUNG, DYNAMIC, MODERN:
LEMONADE HAS TO DEFINE WHAT MAKE IT UNIQUE, AND WHY EXPRESSING EXCITEMENT, FRESHNESS AND KEEPING UP WITH
CUSTOMERS SHOULD CHOOSE ITS PRODUCTS OVER OTHERS TRENDS. YOU CAN CHOOSE AND USE THE MAIN COLOR TONES
FOR THE ENTIRE CAMPAIGN
CALL TO ACTION (CTA) THE COLORS ARE AS FOLLOWS:
BRIGHT YELLOW (#FDD519)
CREATE ATTRACTION:
RASPBERRY PINK (#FF4097)
CREATE SHORT, TREND-CATCHING VIDEOS WITH VIBRANT
DARK BLUE (#004FD6)
MUSIC
CREATE SEPARATE HASHTAGS FOR THE CAMPAIGN TO
CAN BE COMBINED WITH OTHER COLORS
INCREASE RECOGNITION MEANING OF MAIN COLOR TONES:
BRINGS A FEELING OF YOUTHFULNESS, DYNAMISM, DARING TO
INTERACTION WITH CUSTOMERS: THINK AND DO, CONFIDENT IN EXPRESSING ONE'S
RESPOND TO CUSTOMER COMMENTS QUICKLY PERSONALITY. A NEW BREEZE BRINGS A HAPPY SUMMER VIBE,
ORGANIZE DUET AND REACTION CONTESTS WITH LEMONADE THE DIRECTION OF AN ENTHUSIASTIC YOUTH.
PRODUCTS
ENCOURAGE CUSTOMERS TO SHARE PHOTOS AND VIDEOS OF USING LEMONADE PRODUCTS, AND THEIR THOUGHTS AFTER
USING THE PRODUCT

CHOOSE INFLUENCERS, KOC/KOL, BEAUTY BLOGGERS THAT MATCH LEMONADE'S IMAGE AND BRAND VALUES:
THEY MUST COMMUNICATE AND CLEARLY CONVEY THE MAIN MESSAGE OF THE CAMPAIGN
CREATIVE, UNIQUE AND ENGAGING COLLABORATIVE CONTENT
CREATE ATTRACTIVE ADS, USING DIVERSE AD FORMATS SUCH AS STILL IMAGES, VIDEOS, STORIES,...

DISTRIBUTION PLAN
ONLINE CHANNELS:
SOCIAL NETWORKS: FACEBOOK (30%), INSTAGRAM (20%), TIKTOK (50%),... CREATE ATTRACTIVE CONTENT, INTERACT WITH
CUSTOMERS, RUN ADS TO REACH TARGET AUDIENCES (FOCUS ON ACTIVITIES AND CHALLENGES ON THE TIKTOK PLATFORM TO
INCREASE REACH)
COOPERATE WITH INFLUENCERS, KOC/KOL, BEAUTY BLOGGERS: COOPERATE WITH BEAUTY BLOGGERS, HOT INSTAGRAMMERS,...
TO PROMOTE THE BRAND'S PRODUCTS ON THEIR CHANNELS TO REACH THE TARGET AUDIENCE MORE EASILY.
E-COMMERCE PLATFORMS: SHOPEE, LAZADA, TIKTOK SHOP,..
RUN ONLINE ADS: GOOGLE ADS, FACEBOOK ADS,... REACH POTENTIAL CUSTOMERS BASED ON INTERESTS, BEHAVIOR AND
GEOGRAPHICAL LOCATION.
CREATE A COMMUNICATION TIMELINE (BEFORE - DURING - AFTER) THE CAMPAIGN
THERE ARE AT LEAST 5 NEWSPAPERS REPORTING ON CAMPAIGN

OFFLINE CHANNELS:
EVENT ORGANIZATION: PARTICIPATE IN WORKSHOPS AND COSMETIC EXHIBITIONS TO INTRODUCE PRODUCTS AND ATTRACT
CUSTOMERS.
COOPERATE WITH STORES: SELL PRODUCTS AT COSMETIC STORES, DRUGSTORES,... INCREASE COVERAGE AND REACH POTENTIAL
CUSTOMERS.
PROMOTIONS: IMPLEMENT ATTRACTIVE PROMOTIONS AND INCENTIVES TO ATTRACT CUSTOMERS TO SHOP.
NEARLY 900,000 PEOPLE KNEW ABOUT THE EVENT (INTERACTED WITH THE EVENT)

COMPETITION
FAMOUS MAKEUP BRANDS THAT ARE POPULARLY USED IN VIETNAM ARE: OFÉLIA, RARE BEAUTY, MAYBELLINE, 3CE, ROM&ND,
CLIO,...
THESE ARE ALL LONG-STANDING AND PROMINENT COSMETIC BRANDS IN VIETNAM, ESPECIALLY THE BRANDS' BLUSH PRODUCTS.
AND THESE ARE ALSO BRANDS THAT COMPETE WITH THE LEMONADE BRAND.
 SWOT

POSITIVE NEGATIVE

STRENGTH WEAKNESS:
Founder Quách Ánh has personal Brand recognition is not too high, the brand
branding. name easily makes consumers think of a
Product innovation to catch up beverage brand more than a cosmetics brand
with the trend. The product has slight chemical smell.
Leveraging social media The brand recently launched products
platforms. exclusively for females, despite the evolving
INTERNAL Many online sales distribution societal trend where both males and females
channels (Shopee, Tiki, Lazada, express a need for cosmetic products.
TikTok Shop,etc.).
Diverse product lines suitable for
Vietnamese women's skin.
Safe, benign and no animal
testing products.
Collection “Lemonade 5 Years
Collection”has been certified
vegan by the BIORIUS
organization. (Lemonade, 2023)

OPPORTUNITIES THREAT
Vietnamese technology is The market has many competitors from
increasingly advancing and domestic (Ofélia, M.O.I,…) to foreign (Perfect
developing, making it possible to Diary, BBIA, 3CE, MERZY…).
organize production in Vietnam It is challenging for Lemonade to be standing
without having to process it out and gaining market share.
abroad. Counterfeit products can harm the brand
The source of natural ingredients reputation when consumers unknowingly
used to make cosmetics in purchase fake products.
Vietnam is diverse, there is no Evolving consumer trends require brands to
need to import raw materials stay flexible and continually update their
from abroad, leading to lower offerings to meet customer satisfaction.
production costs and increased
EXTERNAL
competitiveness for the brand.
Vietnamese consumers are no
longer afraid to buy online
through e-commerce platforms
Short videos are a new trend,
short videos about makeup
transformations from beauty
bloggers or makeup experts are
easy to trend.
Consumers are moving towards
a healthy, safe, and
environmentally friendly
consumption lifestyle