This launch is the result of a strategic partnership between Y&B Joint Stock Company (owner of the Cocoon brand) and Paltac, a leading Japanese distributor of cosmetics and consumer goods. On 20/8, the two companies signed an exclusive distribution agreement for the Japanese market.
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Representatives from Cocoon and Paltac signing the partnership agreement on 20/8. Photo: Cocoon Vietnam |
Representatives from Cocoon and Paltac signing the partnership agreement on 20/8. Photo: Cocoon Vietnam
Japan is known for its stringent quality standards for cosmetics and strong consumer preference for domestic brands. Despite this, Vietnamese cosmetics brand Cocoon is confident in its unique advantages as it enters this demanding Asian market.
Yoshitaka Yamada, Director, Senior Managing Executive Officer, and General Manager of Business Management at Paltac, shared, "Through our collaboration, discussions, and personal experience, we believe that with its high-quality, safe products that meet the needs of Japanese consumers seeking natural cosmetics, Cocoon has the potential to succeed in this market." This belief, he explained, motivated Paltac to partner with Cocoon to bring its products to Japanese consumers. The distributor envisions Cocoon becoming "not only the pride of Vietnam but also a trusted companion for Japanese consumers."
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Cocoon products on display in a Japanese supermarket. Photo: Cocoon Vietnam |
Cocoon products on display in a Japanese supermarket. Photo: Cocoon Vietnam
Launched in Vietnam in 2013, Cocoon has established a strong reputation through its commitment to quality and 100% vegan product line. Each product combines the nutrients of endemic Vietnamese agricultural products with advanced scientific ingredients, offering safe and gentle beauty solutions. Cocoon products are currently available in over 4,000 stores across Vietnam, including cosmetics retailers, pharmacies, and convenience stores. The brand has also expanded into international markets such as the US, Australia, Canada, Mongolia, Taiwan, Indonesia, and Malaysia.
While Cocoon’s product quality was a necessary condition, the positive reception from Japanese consumers was the deciding factor for Paltac's partnership. In recent years, global beauty trends have shifted towards prioritizing healthy skin nourished by natural ingredients, a trend also seen in Japan. This growing demand for natural cosmetics opened the door for Cocoon to enter the Japanese market.
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Japanese consumers embrace Cocoon. Photo: Cocoon Vietnam |
Japanese consumers embrace Cocoon. Photo: Cocoon Vietnam
Mr. Yamada also noted that Cocoon products have garnered significant interest at Japanese cosmetic exhibitions. While Japanese consumers typically favor domestic brands, they are open to high-quality international products. He believes Cocoon's transparent ingredient lists and meticulous packaging design quickly resonated with Japanese consumers.
By utilizing nutrient-rich local ingredients, Cocoon's vegan beauty products not only showcase the richness of Vietnamese nature but also create a unique selling point that has contributed to the brand's success in Vietnam. This distinct approach gives Cocoon a competitive edge in international markets, particularly in Japan, where demand for natural, high-quality cosmetics is on the rise.
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Consumers learn about Cocoon's ingredients - a key differentiator for the brand in domestic and international markets. Photo: Cocoon Vietnam |
Consumers learn about Cocoon's ingredients - a key differentiator for the brand in domestic and international markets. Photo: Cocoon Vietnam
Pham Minh Dung, Cocoon's Sales & Marketing Director, stated that the brand strives to integrate into new markets while retaining its Vietnamese identity. "We strive to preserve the values that instantly evoke Vietnam," he affirmed. This is most effectively achieved by highlighting Vietnam's exceptional agricultural products: winter melon, grapefruit, Dak Lak coffee, Cao Bang roses, and Hung Yen turmeric, all rich in nutrients for skin and hair.
(Source: Cocoon)
