In mid-april, Junaid Murtaza, general manager of growth markets for the SAPMENA (South Asia, Pacific, Middle East, North Africa) region, and Wagih Ahmed, general manager of L'Oreal Vietnam, visited the Cocolux flagship store at 134 Cau Giay, Hanoi. They were accompanied by representatives from L'Oreal Paris, Maybelline New York, Garnier, 3CE, Vichy, La Roche-Posay, and CeraVe in Vietnam.

Junaid Murtaza, general manager for the SAPMENA region (right), speaks with Dat Pham, co-founder of Cocolux. *Photo: Cocolux*.

The L'Oreal delegation commended Cocolux for its strong product display, optimized space, and ability to convey brand stories at the point of sale. L'Oreal's senior leaders also closely observed Cocolux's retail system operations, from shelf arrangement and product catalog to the customer experience. Junaid Murtaza and his associates particularly praised the integrated experiential model, which links shopping with interaction and responds to rapidly evolving consumer behavior.

Both parties agreed on several key points, noting that Vietnam's cosmetics market is shifting from purely display-focused retail to models prioritizing personalized experiences. Consequently, retailers must redefine each store's role: not just a place to sell products, but also a space to connect brands with consumers.

L'Oreal leaders commended Cocolux's integrated experiential retail model and operational capabilities. *Photo: Cocolux*.

Previously, the Cau Giay flagship store in Hanoi attracted Generation Z with its distinct approach. Beyond product display, the space is designed as a "multi-experience touchpoint" where consumers engage in interactive activities such as: taking photos at Korean-style photobooths, enjoying trendy drinks, clawing for plush toys, pressing stickers, or receiving skin analysis and make-up consultations from experts.

This implementation strategy helps Cocolux impress consumers, especially Generation Z, who value emotional connection, personalization, and "shareability" on social media. Recently, this flagship has attracted a significant number of in-store visitors and generated widespread buzz across various platforms.

Cocolux currently operates nearly 20 stores in northern Vietnam and offers a catalog of over 300 brands, covering categories such as make-up, skincare, haircare, and body care. The company holds an advantage in consistently implementing experiential models across its entire system.

The L'Oreal senior delegation photographed with Cocolux's leadership. *Photo: Cocolux*.

From L'Oreal's perspective, partnering with Cocolux increases scale, enhances operational capabilities, and improves the ability to localize experiences according to Vietnamese consumer behavior. Building on this foundation, both parties anticipate expanding their cooperation in the near future, further integrating experiences into the shopping process and redefining the approach of the domestic cosmetics retail sector.

(Source: Cocolux)

Viet Nam Import Export Trading and Investment Company Limited (Cocolux cosmetics chain) is an official distributor of L'Oreal ecosystem products in the domestic market, including: L'Oreal Paris, Maybelline New York, Garnier, 3CE, Vichy, La Roche-Posay, and CeraVe.

Website: www.cocolux.com

Hotline: 0988888825