Based on the brand selected by the group, each team will create and present a

customer journey map, using Canva Al to design a corresponding customer

journey diagram.

Brand: S:kin Heritage

1. Define your goals

Raise brand awareness among health and eco-conscious skincare users

-​ Goal: Reach 500,000 potential users organically and via paid campaigns on
TikTok, Instagram and Facebook in 6 months.
-​ Metric: Increase brand social impressions and reach by 30% within the next
quarter.

Build trust in product safety and efficacy for sensitive/problematic skin

-​ Goal: Position S:kin Heritage as a trustworthy brand by sharing ingredient

breakdowns, certifications and clinical results.
-​ Metric: Achieve a 4.8/5 customer trust rating and collect 200+ verified product
reviews within 3 months.

Encourage trial and conversion via education and trust-building content

-​ Goal: Convert new users through free samples, skin quizzes and Facebook
livestream, Tiktok livestream or Q&A to explain product benefits.
-​ Metric: Achieve a trial conversion rate of 15% among users who engage with
educational content.

Increase customer retention and loyalty through post-purchase care

-​ Goal: Retain 40% of first-time buyers for a second purchase within 90 days.
-​ Metric: Increase repeat purchase rate by 25% and reduce churn by 15% over 6
months.

2. Identify buyer characteristics

Criteria Description

Geographic - Urban areas (Hanoi, Ho Chi Minh City, Da Nang, etc)

- Customers living in upscale residential areas and new urban
developments, with better access to premium beauty stores and
spas. These areas typically have amenities that encourage
regular self-care routines.

Demographic - Age: 25–45 years old

 - Gender: Mostly female
- Income: Mid to high (15–35 million VND/month)
- Job: Office workers, creatives, business owners, etc. Jobs
that require polished appearances and encourage investment in
skincare to boost confidence and maintain professional image.

Behavioral - Research-oriented buyers: Customers who carefully read

ingredients and compare products before purchasing.
- Follow skincare influencers/KOLs on TikTok and
Instagram: Heavily influenced by trusted beauty content
creators on social media platforms.
- Prefer to try samples before purchasing: Sampling reduces
risk and increases confidence in product compatibility.
- Loyal to ethical brands: They prefer brands that
demonstrate transparency, ethics, and align with their personal
values around self-care and sustainability.

Psychologist - Deep commitment to self-care and mental wellness:

Skincare is viewed as part of a holistic wellness routine that
supports mental health and relaxation, not just outer beauty.
- Eco-conscious choices: Preference for vegan, cruelty-free
products, and recyclable or sustainable packaging.
- Minimalist, holistic lifestyle: Favor simple, multifunctional
skincare routines, often blending traditional and modern
methods to maintain healthy skin.

Integrated Vals - Values: They prioritize sustainability, transparency,

well-being, and ethical practices, gravitating toward products
and brands that make a positive impact on society and the
environment.
- Attitude: They’re careful about skin health, wary of
overhyped marketing, and prefer straightforward,
science-backed information.
- Lifestyle: Urban professionals juggling busy careers while
embracing healthy living. They often practice yoga, follow
vegetarian diets, or adopt mindful habits, with skincare playing
a big role in their wellness and personal identity.

3. Identify buyer needs PT

Type of Needs Deep Insight

Customer Journey
Physiological Needs In Vietnam, where beauty Awareness stage, where
standards emphasize clear, customers seek solutions
radiant skin, physiological for skin issues (e.g., acne,
needs are a primary driver hyperpigmentation).
for young consumers
(aged 18–35), who make
up a significant portion of
the skincare market.
According to market
trends, Vietnam’s beauty
industry is growing
rapidly, with a focus on
affordable yet effective
products.

Safety Needs Vietnamese consumers, Consideration stage,

particularly post-COVID, where customers compare
are increasingly cautious brands based on safety
about product origins and and reliability.
safety. With rising
awareness of “clean
beauty” (products free
from harmful chemicals).

Social Needs In Vietnam, cultural pride Purchase/Post-purchase,

is a powerful motivator, where customers share
especially among Gen Z experiences or join brand
and Millennials, who are challenges on social
active on social media media.
platforms like TikTok.
The brand’s use of cultural
elements resonates with
consumers who want to
support local brands and
feel connected to their
heritage. This is
particularly relevant in a
market where global
brands dominate, and
local brands are gaining
traction by emphasizing
 “Made in Vietnam” pride.

Esteem Needs In Vietnam’s growing Consideration/Purchase,

middle class, there is a where customers choose
rising demand for products to reflect their
premium yet accessible modern lifestyle.
products that signal status.

Self-Actualization Needs In Vietnam, Post-purchase, where

self-actualization often customers feel they
ties to cultural contribute to a larger
contributions, especially cause.
among influencers,
creatives, and those
passionate about
preserving heritage.

Irrational Needs In Vietnam’s skincare Awareness, where

market, storytelling is compelling brand stories
increasingly effective, attract attention.
especially on visual
platforms like TikTok.
This is particularly
impactful among Gen Z,
who prioritize brands with
compelling narratives over
generic
alternatives.Awareness,
where compelling brand
stories attract attention.

FOMO FOMO is amplified by the Purchase, where urgency

rise of social media, drives immediate buying
where trends spread decisions.
rapidly. Limited-edition
releases tied to cultural
events (e.g., Tet or
traditional festivals) could
 further intensify FOMO.

4. Identify the tools that the business will respond to

Goals of this step:

To clearly identify the communication channels, supporting technologies, and
interaction formats that the business uses to respond to customer needs and behaviors
at each stage of the customer journey.
This helps the brand build a seamless connection, enable fast responses, enhance
customer experience, and foster brand loyalty

S:kin Heritage will use the following online and offline tools:
ONLINE TOOLS:
*Instagram/TikTok Ads (influencer reviews, short videos)
Purpose: Increase brand awareness and attract interest from young consumers.
Strength: Platforms like TikTok and Instagram are effective for showcasing the natural
and premium aesthetic of S:kin products through short-form videos and KOL
endorsements.
Customer Journey Stage: Awareness & Consideration.
*Official Website with educational content
Purpose: Build trust and inform customers about ingredients, usage, and skin types.
Strength: A well-designed site with blog articles, how-to guides, and FAQs makes the
brand look professional and transparent.
Customer Journey Stage: Consideration & Decision.
*E-commerce platforms (Shopee, Lazada)
Purpose: Provide convenient purchase channels for customers.
Strength: These platforms offer integrated logistics, secure payment systems, and
review sections that support decision-making.
Customer Journey Stage: Decision and Purchase.
*Email Marketing (Discount Codes, Skincare Tips)
Purpose: Nurture leads and encourage repeat purchases.
Strength: Personalized emails with skincare advice or exclusive discounts increase
engagement and drive conversions.
Customer Journey Stage: Post-purchase & Loyalty.
*Packaging that tells the story of the product
Purpose: Strengthen emotional connection and brand story.
Strength: Thoughtful, story-driven packaging (e.g., herbal illustrations, traditional
motifs) reinforces the heritage concept and premium feel.
Customer Journey Stage: Purchase and post-purchase.
 *Chatbot for customer questions
Purpose: Offer instant customer support 24/7.
Strength: Chatbots can handle FAQs, recommend products based on skin types, and
reduce response times, improving satisfaction.
Customer Journey Stage: Consideration, decision and post-purchase.

OFFLINE TOOLS:
*In-store Display Counters (in beauty stores or pop-up booths)
Purpose: Provide tactile experience and real-life interaction.
Strength: Customers can physically see, touch, and test the products. Brand staff can
explain product benefits directly.
Customer Journey Stage: Consideration and purchase.
*Printed Leaflets / Brochures
Purpose: Offer quick reference about product ingredients, tips, and promotions.
Strength: Tangible communication piece that complements online content and
reinforces brand image.
Customer Journey Stage: Consideration and Post-purchase.

5. Identify the touch points

Awareness Interest Consider Purchase Loyalty

Customer - Come across - Learn about the - Compare with - Add to cart, - Feel
behavior ads/review clips brand on the other brands. apply satisfied with
on social media. website and social - Ask for discount the product
- Know about the media. opinions from codes (if and service,
brand via - Read product friends, family, any), and decide to
KOLs/influencers reviews. and online make repurchase.
such as Miss Bao - Look for groups. payment. - Leave
Ngoc, etc. discount codes on positive
- Join beauty e-commerce reviews.
review groups. platforms. - Recommend
- See websites and to friends and
news articles family.
mentioning the
brand.

Touchpoints