SUNSCREEN

1. SWOT analysis
It is undeniable that the increasingly modern human life entails many consequences for health
inside and outside, which are increasingly rejuvenated, in which the skin outside is
increasingly concerned because healthy, beautiful skin gives people confidence as well as
reflects whether it is good skin or not. Understanding human psychology like that, the
cosmetic industry has created many skin care products, especially sunscreen is an essential
product that everyone should have. That is why we also create a sunscreen that brings
consumers a positive experience.
We know that the significant increase in UV radiation intensity is an environmental factor that
has a harmful impact on all living things on earth. This situation becomes more alarming
when the ozone layer - the shield that protects the earth from ultraviolet rays is increasingly
depleted, so the use of sunscreen is essential. Countries with hot and humid climates all year
round like Vietnam are very susceptible to melasma. Sunscreen is not only for external
aesthetics but also a protective layer for the skin to prevent darkening, premature aging, and
not only that, it also reduces the risk of skin cancer. According to the US Centers for Disease
Control and Prevention (CDC), 22 out of 100,000 people have malignant skin tumors. To
prevent skin cancer, Associate Professor, Doctor William W. Huang, Wake Forest School of
Medicine, recommends applying sunscreen. Through the above, we can see that using
sunscreen every day to protect your skin safely.
In the trend of researching and screening new sources of sunscreen active ingredients, natural
compounds containing compounds that can both absorb UV radiation well and have
antioxidant properties are always the target of interest.
The market today has many types of sunscreen with advanced filters and many ingredients
extracted from nature. We are also one of those who want to pursue natural beauty products,
but the formulation technology we want to aim for is lichen. In Vietnam, lichen is very
diverse and abundant. Lichen contains a variety of active ingredients that have the ability to
filter UV radiation well. Lichen is a lower plant that is the result of symbiosis between fungi
(Mycobiont), with algae and/or cyanobacteria (Photobiont) [1]. Some lichen compounds have
been used in skin care products due to their antioxidant properties and strong UV radiation
absorption ability [2], [3], [4], [5], [6].
However, the preparation of lichen to create sunscreen is still quite limited in the market, so
we want to be a pioneer in the initial application of lichen preparation to create sunscreen,
combining many ingredients with natural extracts and advanced hybrid physical and chemical
filters such as tinosorb-s, titanium dioxide, ... and the first market we want to target is the
domestic market.
People have many different skin types, so the products we bring will have each type suitable
for each skin type. Because we want to target the first domestic market, where Vietnam has a
majority of combination to oily skin, we prioritize controlling sebum on the skin.
For dry or sensitive skin, the product will also add moisturizing and soothing ingredients to
help the skin stay plump and retain moisture. But in general, the sunscreen we want to bring
has a high sun protection index to help protect everyone's skin optimally, safely and also
safely and benignly for the skin, providing ventilation, not causing stuffiness.
Because we understand the current level of environmental pollution, our product packaging
will be made from environmentally safe materials such as bioplastic, ... Making packaging
from bioplastic can help reduce carbon emissions during the production process of the
product or biodegradable packaging that does not pollute the environment.
Our sunscreen is also designed in many convenient forms such as spray, roll-on, ... to help
consumers be more convenient. It also helps those who apply sunscreen to quickly and
conveniently apply sunscreen without using their hands. Nowadays, the use of sunscreen has
become popular, especially among young people who have a high demand for skin care, so
our products target the majority of young customers.
Although sunscreen brings outstanding advantages, the product still has many major
limitations to face.
The first thing to mention is the investment and production costs, the production of a
sunscreen is very complicated. The source of raw materials is large, the factory, the
production stage must be guaranteed as well as the process of bringing the sunscreen to be
evaluated is really expensive. For a new brand, a lot of capital is needed to invest. Applying
new advanced formulation technology and raw materials means making the product price
high, which is very difficult to compete with many product lines in the market that are cheap
and long-standing.
Although sunscreen has many advantages, sometimes it cannot meet all the requirements of
consumers. There are some users may experience irritation and allergies to some ingredients
in the product. Not only that, the product may not be suitable for acne-prone skin, because
acne-prone skin is weak and at risk of clogging pores when the sunscreen is not cleaned. We
want to bring the best value but cannot satisfy all consumers.
Although there are many difficulties, it is undeniable that there are great opportunities in the
production of cosmetics in general and sunscreen in particular.
Using safe natural ingredients in sunscreen, we believe that this will attract consumers in the
future. Not only that, but today, the internet is developing, many people are more aware of
protecting their skin from harmful agents from the environment as well as daily dust and
smoke, so market demand will increase, they will pay more attention to their skin protection
products, sunscreen is one of the optimal solutions to help protect their skin. Especially in the
era of technology explosion, the development of e-commerce platforms such as shoppe,
lazada, tik tok shop... shopping outside is now more convenient and helps products reach
more consumers. Developed websites such as facebook, tik tok,... are also places that easily
help brands become more known. Hiring famous KOLs/KOCs to market products contributes
to promoting the process of spreading messages in the product to consumers, thereby
stimulating customers' ability to buy more.
When creating a product that not only targets the domestic market but also markets in Asia
and Europe. This brings strong brand recognition to many consumers around the world,
creating an impression on the market.
While the potential for developing sunscreen is huge thanks to the green beauty trend and
increasing awareness of skin protection, it is undeniable that this market has many significant
threats.
When launching a new brand, brand recognition with consumers is often very poor, which
greatly affects the product sales process. As a young brand in the process of building a brand,
it is difficult to compete with long-standing brands. Even if you own an advanced formula
with natural ingredients, it is difficult to approach and convince consumers to experience the
product, which is not a small challenge. It takes a lot of time and effort to build trust from
consumers. Increasingly strict legal regulations on product ingredients and labeling are also a
big challenge, especially for formulas with chemical ingredients. In addition, rapid changes in
consumer trends and customer psychology put enormous pressure on new brands, requiring
them to constantly update and innovate to meet the market. Not only that, but controlling the
quality and origin of raw materials in production also poses risks, especially when using
natural or organic ingredients that are susceptible to climate and supply fluctuations. Finally,
increased costs of raw materials, transportation, and marketing can directly affect product
prices, reducing competitiveness and profits. These factors require brands to have clear and
flexible strategies to overcome potential threats.

2. Product Life Cycle

The product life cycle plays an important role in business management and product
development. It provides a frame of reference that helps businesses understand the position of
their products in the market and develop appropriate strategies.
The product life cycle has many stages, but we are a new brand so our sunscreen product is in
the launch stage of the life cycle
Anyone can see that in this stage there are many outstanding features that most brands have
experienced
-Unfamiliar market: although sunscreen is a product that consumers are familiar with, in this
stage we need a lot of time to build trust in consumers
-High cost: investing in producing sunscreen is quite expensive and requires a lot of
investment capital, not only that, the investment cost in advertising to make many consumers
know is also extremely high
-Low sales: it is easy to understand that a new product is difficult to reach consumers, leading
to revenue being affected, our initial revenue may be negative because we cannot attract
customers
-Fierce and difficult competition: when a brand is new and small, it is difficult to stand firm,
surrounded by many long-standing brands with many years of experience in understanding
customer psychology. Many consumers sometimes only trust big brands.
Currently, our brand's new sunscreen product is in the launch stage. This is an important time
to build the brand, reach potential customers, and position the product in the market. The right
strategy at this stage will determine the success and shape the development path in the next
stages.

3. Competitive Pricing Research

Brand TDU ( my Biore Sunplay Anessa La roche

brand) posay
Price 150.000 120.000 180.000 450.000 465.000
( VND )

Name of UV Aqua Skin Perfect Anthelios

product
Rich Aqua UV Shaka
TDU Watery Tone Up Sunscreen Fluid SPF
Sunscreen
Essence UV SPF Mild Milk 50+
SPF 50+
SPF 50+ 50+ SPF 50+

Capacity 50ml 50ml 50ml 60ml 50ml

Featured Royal Extract Vitamin Zinc Filter XL-
Ingredients PROTECT,
Jelly Hyaluroni C, Oxide,
c La
Lemon Titanium
Acid Extract Roche-
Dioxide
wire
Posay
mineral
water
Feeling Texture Cool, Absorbs Thin light, Very light,
when using absorbs well
light, quickly, not
quickly, absorbed,
easily moisturiz clogging
non-
but can es the skin,
absorbed, irritating.
be a bit
lightly, but the
non- drying
leaves a finish
greasy.
for
light is slightly
normal/dr
gloss on
y shiny for
the skin
oily
skin
 skin

water Good Good Good Excellent Good

resistance (suitable (relatively (suitable
(waterproo (moderate
for outdoor long-
for f,
activities, lasting water
going to water outdoor superior
resistance)
the beach resistance
activities sweatproof
). ).

Advantage - - - Diverse - High - Absolutely

Reasonabl Competiti safe
product quality
e ve
formula
lines, excellent
price, price,
for
suitable suitable water
accessible
sensitive
for for and
to
skin.
the many sweat
general Comprehens
mid-range skin resistance ive
users.
segment. types. Suitable protection
- Good
- for of
sun
Reasona
- sensitive skin
protection ble
Specialized
skin against
effectiven prices,
skincare
ess and UV
easy
ingredients
harsh rays
. to
environme
find
nts.
- Effective and
waterproof buy.
, suitable
for
many
environme
nts.
Disadvanta - Brand is - Contains The High price, - High price,
ges not yet alcohol shine on not not popular
which can the skin suitable for in mid-
famous,
easily can be popular range
needs to irritate annoying customers. segment
sensitive for those
build
or dry who
trust. skin.
like a dry
foundatio
n.