Category: Skincare

Market: Vietnam

Main brand Competitor

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 of Contents

01. 02. 03.

Online Presence Analysis Online Activities Social listening

04. 05. 06.

SWOT Analysis Executive summary References
01.
Online Presence
Analysis
Website Performance
Analysis
1.1 Website overview

Overall, Innisfree enjoys higher

brand awareness than TFS with
better rankings.

While most of Innisfree’s traffic

are evenly accumulated from
Direct, Social and Organic search,
TFS drive over 60% of its traffic
from organic search.

 Innisfree has more returning

customers who go directly to
their website while TFS has more
new users.
 1.1 Website engagement

Website visits from December – February 2020

300,000 260,331
250,000
200,000
150,000 113,569 Generally, Innisfree obtain 20%
82,360
100,000 70,343 higher traffic comparing with TFS.
50,000 80,445 However, in January, visits to
64,475 Innisfree website surged to over
0
260k.
DEC'20 JAN'20 FEB'20

Innisfree The Face Shop

Figure 1.1. Innisfree and TFS monthly visits (Similar Web 2021)
1.2 Website engagement

• Innisfree outperforms TFS in terms of bounce rate and has only half the industry average
(55,68%) (CXL n.d)
• Visitors to Innisfree’s website also spend more time and go through more pages than that of
TFS. In fact, with almost 6 pages per session, Innisfree is among the 10% best performers
according to industry standard (Little Data 2020)

 Innisfree has attractive landing page with useful call-to-action buttons and user-friendly UX
design that attract visitors to stay.
1.2 Website engagement
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

• However, Innisfree’s bounce rate is increasing while visitors visit less pages per session
• Part of the reason for this dropping in performance is the loading speed of Innisfree’s website is
getting slower. In March 2021, Innisfree’s webpage speed dropped by 0.5 seconds on mobile devices
1.3 Search engine overview

At first glance, both brands have higher organic search than paid search. Nonetheless, while
most of Innisfree traffic is branded, TFS gain almost half of their traffic from Non-branded
search.

 Innisfree enjoys higher brand awareness and customers search directly for their company and
products while TFS gain traffic from new users who search for skincare products without any
preferences in mind.
1.4 Search engine analysis
Non-branded keywords

Innisfree The Face Shop

• Most of Innisfree non-branded keywords are their brand name with incorrect spelling 
People actively search for Innisfree despite not knowing how to spell their name.

• Top 5 non-branded keywords of TFS are make up and skincare tips  Users do not intend to
look for TFS website and their products.
Social media Performance
Analysis
 1.5 Social media
overview

Figure 3.1: Social media overview of innisfree (Rival IQ) 

Although Innisfree has an increase in the number of followers and posts, the
engagement from both Facebook, Instagram are decrease to 16.8%.
1.5 Social media
engagement

Figure 3.2: The engagment rate of Innisfree and The Face Shop on Facebook (Rival IQ) 

Figure 3.3: The engagment rate of Innisfree and The Face Shop on Instagram (Rival IQ) 

Instagram shows the highest dropping in the engagement rate at 35.2%.

1.5 Social media
overview

Why the engagement rate on 
Facebook is decreasing?

The decrease in the engagement

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
instagram page.
Social media activities
Analysis
 2.2 Social media
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 including discount, price pack,
Shoppee).  minigame.
o Most of promotions are offering product-bundle pricing,
discount, free samples.  * The promotion activities from both 
brands are almost the same 
o Since target customers of innisfree is young adults, the
brand used brightening color and fun visual to catch more
attention from the audience. 
 innisfree
2.2 Social media The Face Shop

2.2.1 Sale promotions

activities

Innisfree offered many discount deals

The brand used enthusiatic voice, urgency word and limitted
time.  TFS recent promotional post reach high engagement.
The post was implemented as a livestream.  The brand used fun, energetic, friendly  terms
Innisfree use micro influencer (MC Kiwi Kim Quy) to attract more like 'những chuyến vi vu', 'Chào hè rạng rỡ', 'mùa
attention.  đi xa'. 
Innisfree used livestream, corporated with third party (Lazada) to While innisfree implement promotion through
draw more engagement, interested from the audience.  livestream, TFS 

People spend 3 times more watching Live than other videos on

Facebook and commenting 10 times more on this form.
(Kant, V & Jie Xu 2016)  
 2.2 Social media
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', ' xung xinh', 'kho chieu’  
o The products can meet the functional need like
moisturizing and cleaning  The Face Shop using hashtag and call-action-
o Innisfree shows its responsibility to environment by button, impulsing customers engage with the post.
using recycled ingredients Whereas innisfree is missing this
o Innisfree offered free gifts to encourage customers
try out new products 
o Innisfree has cute, outstanding packaging for its new Innisfree is doing better in terms of the packaging, 
products visual. However, their content is less friendly 
compare to The Face Shop 
 Product
launching
Content are inconsistent
throughout channels. The
product launch is being
blurred out due to other
promotions

instagram page website

Key takeaway
• Promotion  
Innisfree is facing difficulty since its competitors promote almost the same
sale promotion activities with high density on both website and e-commerce
Innisfree activities are not consistence throughout channels

• Content & Visual 

In term of images, packaging, innisfree is performing better compare to The
Face shop since it use adorable feature and fun doodles. 
Nevertheless, terms TFS using in their post is more friendly, attracting to
customers 

• Product launch
Product launching are being blurred out due to other promotional
activities
03.
Online Activities
2.1. Website
Promotion

Count down Buy now

Both companies have promotion posts on their front page.

However, while Innisfree take a subtle approach, TFS is
more aggressive. For instance, the banner of TFS’s website
is used for the promotion with “Buy now” button along
with countdown clock. Mobile users going to TFS
homepage will see pop-up add regarding the promotion
with similar content.
2.1. Website
Promotion

On their front pages, Innisfree has call-to-action buttons that encourage users to join their
loyalty programs to enjoy different benefits according to their loyalty status. Meanwhile, TFS
focuses on discount and freemium.

 Innisfree wants to create more value and grow their existing customers base while TFS uses
promotion tools to spread brand awareness and gain potential customers
2.1. Website
Product launch

Both companies have their new

products displayed on the front page

While most of Innisfree’s traffic are

evenly accumulated from Direct,
Social and Organic search, TFS drive
over 60% of its traffic from organic
search.
2.1. Website  
Brand campaign

Furthermore, Innisfree website features interactive events that encourage users to produce
contents with their products. TFS has no similar content on their webpage
 Social media
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 including discount, price pack,
o Most of promotions are offering product-bundle pricing, minigame.
discount, free samples. 
* The promotion activities from both 
o Since target customers of innisfree is young adults, the brands are almost the same 
brand used brightening color and fun visual to catch more
attention from the audience. 
 innisfree Social media The Face Shop

Sale promotions activities

Innisfree offered many discount deals

The brand used enthusiatic voice, urgency word and limitted
time.  TFS recent promotional post reach high engagement.
The post was implemented as a livestream.  The brand used fun, energetic, friendly  terms
Innisfree use micro influencer (MC Kiwi Kim Quy) to attract more like 'những chuyến vi vu', 'Chào hè rạng rỡ', 'mùa
attention.  đi xa'. 
Innisfree used livestream, corporate with third party (Lazada) to While innisfree implement promotion through
draw more engagement, interested from the audience.  livestream, TFS 

People spend 3 times more watching Live than other videos on

Facebook and commenting 10 times more on this form.
(Kant, V & Jie Xu 2016)  
 Social media
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', ' xung xinh', 'kho chieu’  
enthusiastic way. 
o The products can meet the functional need like The Face Shop using hashtag and call-action-
moisturizing and cleaning  button, impulsing customers engage with the post.
o Innisfree shows its responsibility to environment by Whereas innisfree is missing this
using recycled ingredients
o Innisfree offered free gifts to encourage customers
try out new products  Innisfree is doing better in terms of the packaging, 
o Innisfree has cute, outstanding packaging for its new visual. However, their content is less friendly 
products compare to The Face Shop 
Innisfree

Product
launching
Content are inconsistent
throughout channels. The
product launch is being
blurred out due to other
promotions

instagram page website

Key takeaway
Promotion  
Innisfree is facing difficulty since its competitors promote almost the
same sale promotion activities with high density on both website and e
-commerce
Innisfree activities are not consistence throughout channels

Content & Visual 

In term of images, packaging, innisfree is performing better compare to
The Face shop since it use adorable feature and fun doodles. 
Nevertheless, terms TFS using in their post is more friendly, attracting
to customers 

Product launch
Product launching are being blurred out due to other promotional
activities
03.
Social listening
Analysis
 3.1 Comments - neutral comments
innisfree The Face Shop

The audience tagged and shared the promotions with their

Prices are the most concern price indicating customers friends. 
are highly interested in innisfree products, price Facebook tagging is an effective way to generate posts to
sensitive other potential audience as it grab attention of the one
Innisfree immediately response to most of the comments  being tagged (Carrotozzolo, V n.d)  
Innisfree well-use of direct marketing as the brand
privately message each customer.  
3.2 Comments – positive comments
The Face Shop
innisfree

Most compliment from customers are about adorable

packaging. This illustrate the audience of
innisfree shows big concern on  the design of the
products. Thus, packaging can boost customers
purchase decision process.  TFS also have compliment on its carefully packing and
fast shipping.
By creating innovative packaging, customers shows
more engagement and loyalty to the brands, as a
result the brand sales is increasing (Francer, C
2018). 
3.3 Comments - negative comments
innisfree

Customers asked for getting reward from a

Customers’ feedback on Lazada 
minigame was posted on Facebook.
Nevertheless, the brand showed no response to
Customers complaints on quality, these comments.
packaging of innisfree
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 focusing on the prices, asking while the audience from
the TFS did tag, shares with friends. 
TFS encourage audience engage more with their posts by create
minigames, contest. On the other hand, Innisfree respond to
customers comments more often.

CREDITS: This presentation template was

created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
04.
SWOT
Analysis
SWOT Analysis
Strength Weakness
o Strong brand name o Inconsistent marketing content across
o Large usersbase on social media channels
channels o Slow webpage on both desktop and
o Good direct marketing mobile devices
o Has sustainable PR campaign and o Loosing engagement on social media
products with recycled ingredients o Increasing bounce rate and decreasing
page per visit on website.

Opportunity Threat

o Increasing users on Facebook, the most o Highly competitive market with new
foreign firms entering the competition
popular social media platform in Vietnam
(Thien Ly 2020)
o Millennial consumers are the most price o Covid-19 Pandemic negatively impacts
sensitive generation (Marketing charts
beauty product consumption worldwide
2017)
(Culliney 2020)
o Environmental issue is among top 3
concerns in Vietnam (Kantar 2020)
SWOT Analysis
SO Strategy ST Strategy

o Create new product which made of

recycled ingredients and o Leverage social media platforms to
environmentally friendly packaging promote sustainable brand image to
and promote it on all social media the consumers. Hence, differentiate
platforms to win-over new customers Innisfree from other competitors
and expand market share

WO Strategy WT Strategy
o Implement consistent posts with
o Improve website loading speed and drive hashtags across different channels to
traffic from social media platforms to help cross-promote and funnel users to
Innisfree’s website via promotion posts Innisfree Facebook page (Patel n.d)
06.
List of References
 6. References
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.>.