# BRIEF KHACH HANG — COSMETICS / SKINCARE / MAKEUP

> **Variant chuyen biet cho:** Skincare brand, Makeup brand, Hair care, Body care, Tinh chat / Serum, Mask, My pham handmade, Local cosmetics brand.

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## HUONG DAN
- Thoi gian: **35-45 phut**
- Gui kem: hinh san pham (key visual + lifestyle), bao bi, certificates (CE, FDA, BMS)

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## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten brand | |
| Tagline | |
| Loai hinh | □ Skincare □ Makeup □ Hair care □ Body care □ Sun care □ Toi gian / Multi-step routine □ Niche (acne, anti-aging, brightening) |
| Mo hinh | □ Tu phat trien R&D + san xuat □ OEM (gia cong) □ Tu nhap phan phoi □ Co-branding |
| Made in | □ VN □ Korea □ Japan □ France □ USA □ Khac |
| Dia chi HQ/Showroom | |
| Web | |
| Fanpage | |
| Instagram | |
| TikTok | |
| Shopee | |
| TikTok Shop | |

### A2. Doi ngu
| Vi tri | So luong | Ghi chu |
|--------|---------|---------|
| Founder/Co-founder | | |
| Chuyen gia da/Bac si tham van | | |
| R&D / Cong thuc su | | |
| Marketing | | |
| Quan ly platform online | | |
| Live Commerce | | |

### A3. Cau chuyen brand
> *Cau chuyen ra doi cua brand? Pain point cua founder voi da/sac dep dan dat ra san pham?*

```
[Dien]
```

### A4. Cam ket
| Cam ket | Mo ta |
|---------|-------|
| Cong thuc | (clean beauty, vegan, halal, free-from...) |
| Test lam sang | (co/khong) |
| Certificates | (CE, FDA, ISO, ASEAN, COSMOS) |
| Khong test tren dong vat | □ Cam ket □ Chua |

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## PHAN B — SAN PHAM

### B1. Phan khuc
- [ ] Pho thong (san pham 100-300K)
- [ ] Trung cap (300-700K)
- [ ] Cao cap (700K-2tr)
- [ ] Premium (2-5tr)
- [ ] Luxury (5tr+)

### B2. Dong san pham
| Dong | Pain point giai quyet | So SKU | Khoang gia | Chu luc? |
|------|---------------------|--------|-----------|---------|
| Acne (mun) | | | | |
| Brightening (sang da) | | | | |
| Anti-aging (lao hoa) | | | | |
| Hydrating (cap am) | | | | |
| Sun care (chong nang) | | | | |
| Cleansing (lam sach) | | | | |
| Khac: ............ | | | | |

### B3. Bestseller (top 5)
| STT | Ten SP | Pain point | Gia | DT/thang | % DT tong |
|----|--------|-----------|-----|----------|-----------|
| 1 | | | | | |
| 2 | | | | | |
| 3 | | | | | |
| 4 | | | | | |
| 5 | | | | | |

### B4. Combo / Routine
| Combo | Bao gom | Gia goc | Gia uu dai |
|-------|---------|---------|-----------|
| Combo basic | | | |
| Combo full routine | | | |
| Combo treatment | | | |

### B5. Active ingredients dac biet
| Ingredient | Cong dung | Doc dao? |
|-----------|----------|---------|
| | | |
| | | |
| | | |

### B6. Certificates / Cong nhan
- [ ] CE (Europe)
- [ ] FDA (US)
- [ ] BMS / VietGAP
- [ ] ISO 22716 GMP Cosmetics
- [ ] Halal
- [ ] Vegan / Cruelty-free
- [ ] COSMOS Organic
- [ ] Khac: ............

### B7. Kenh ban
| Kenh | Co? | % DT |
|------|-----|------|
| Showroom/Spa lien ket | □ Co | |
| Web rieng | □ Co | |
| Shopee | □ Co | □ Mall |
| TikTok Shop | □ Co | |
| Lazada | □ Co | |
| Watson, Guardian, Hasaki | □ Co □ Khong | |
| Drugstore offline | □ Co □ Khong | |

### B8. USP
1. ............................
2. ............................
3. ............................

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## PHAN C — KHACH HANG

### C1. Doi tuong (chon 2)
- [ ] **Sinh vien 18-22** — bat dau routine, gia tot
- [ ] **Nu van phong 22-30** — co thu nhap, dau tu skincare
- [ ] **Phu nu 30-40** — anti-aging, premium
- [ ] **Phu nu 40+** — anti-aging chuyen sau
- [ ] **Nu mun/da nhay cam** — niche cu the
- [ ] **Khach co da chuyen biet** (da kho, hon hop, dau)
- [ ] **Nam (skincare nam dang phat trien)**
- [ ] **Khach VIP/Doanh nhan**
- [ ] **Be gai 13-17** (skincare tre em)

### C2. Pain point chinh khach gap
- [ ] Mun, mun viem, mun an
- [ ] Tham mun, vet seo
- [ ] Nam, tan nhang
- [ ] Da xin, mat do bong
- [ ] Lao hoa (nep nhan, chay xe)
- [ ] Da kho rat
- [ ] Da nhay cam, di ung
- [ ] Lo chan long to
- [ ] Da xin, khong deu mau

### C3. Trinh do skincare cua khach
- [ ] **Newbie** — chua biet routine
- [ ] **Beginner** — co routine 3-step
- [ ] **Intermediate** — co routine 5-7 step
- [ ] **Pro/Skincare addict** — co kien thuc sau, theo doi ingredient

### C4. Thu nhap
- [ ] Duoi 8tr
- [ ] 8-15tr
- [ ] 15-30tr
- [ ] 30tr+

### C5. Persona
> *VD: "Chi An, 28 tuoi, accountant, song quan A, da hon hop nhay cam, tu nhan la skincare addict, chi 1-2tr/thang cho skincare, mua tu Shopee + IG, theo doi review tu KOC + ingredient YouTuber, uu tien cong thuc clean beauty va co clinical proof..."*

```
[Dien]
```

### C6. Hanh trinh
| Buoc | Khach lam gi |
|------|-------------|
| 1. Discovery | (Thay video KOC, search Google "kem tri mun", scroll TikTok) |
| 2. Research | (Doc review, xem ingredient, hoi group skincare) |
| 3. Quyet dinh | (So sanh gia Shopee, xem voucher) |
| 4. Mua thu | (Mua le, hop nho) |
| 5. Test 2-4 tuan | |
| 6. Quay lai | (Mua repeat, recommend ban be) |

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## PHAN D — CANH TRANH

### D1. Doi thu truc tiep (cung niche, cung gia)
| Brand | Niche | Gia | Diem manh | Diem yeu |
|-------|-------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Brand quoc te lon canh tranh
| Brand | Pain point trung | Brand minh khac biet o dau |
|-------|----------------|--------------------------|
| | | |
| | | |

### D3. Brand muon nho den nhu the nao?
> *VD: "Skincare cua nguoi VN da nhay cam" / "Brand Korean style with VN price"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Local Korean style** (style Han, gia VN)
- [ ] **Clean beauty / Natural**
- [ ] **Clinical / Evidence-based** (test lam sang, ingredient research)
- [ ] **Niche specialist** (chi 1 problem)
- [ ] **Premium / Luxury**
- [ ] **Affordable quality**

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## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Launch san pham moi
- [ ] Re-launch san pham cu
- [ ] Sale event lon (sieu sale, mega sale)
- [ ] Push platform moi (TikTok Shop, Shopee Mall...)
- [ ] Build authority via clinical proof
- [ ] Mo rong dong san pham

### E2. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| Doanh thu thang | ............ trieu |
| AOV | ............ |
| Conversion rate | ............ % |
| Repeat purchase rate | ............ % |
| Reviews 5 sao | ............ /thang |
| Follower moi | ............ |
| ROAS | ............ x |
| % DT Live Commerce | ............ % |

### E3. Mua peak
- 8/3, 20/10, 11/11, 12/12, Black Friday, Tet
- Sieu sale Shopee/TikTok Shop

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 30tr
- [ ] 30-80tr
- [ ] 80-200tr
- [ ] 200-500tr
- [ ] Tren 500tr

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Performance Ads (Meta + TikTok) | |
| TikTok Shop Ads + Shopee Ads | |
| KOC beauty/skincare (volume cao) | |
| KOL beauty (1-2/launch) | |
| Live Commerce | |
| Photoshoot + Video product | |
| Email + Zalo nurture | |
| Influencer collab dac biet | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Launch san pham moi | |
| Mega sale event | |
| KOL collab announcement | |
| Ket thuc sale | |

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## PHAN G — NGUON LUC

### G1. Doi ngu
| Vi tri | Co? |
|--------|-----|
| Ads (Meta + TikTok + Shopee) | □ Co □ Khong |
| Content + Caption | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Photographer (product shoot) | □ Co □ Khong |
| Quay video tutorial | □ Co □ Khong |
| Livestreamer | □ Co □ Khong |
| Quan ly Shopee/TikTok Shop | □ Co □ Khong |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + brand identity | □ Co □ Khong |
| Hinh san pham chuyen nghiep | □ Co □ Khong |
| Hinh lifestyle/usage | □ Co □ Khong |
| Studio shoot product | □ Co □ Khong |
| Goc livestream | □ Co □ Khong |
| Mau test cho KOC | □ Co □ Khong |

### G3. Founder/Chuyen gia da co lam content?
> *Founder personal brand + chuyen gia da bac si rat manh cho cosmetics.*

- [ ] Co — founder san sang
- [ ] Co — bac si/chuyen gia da hop tac
- [ ] Khong — chi muon ban hang

### G4. Khach quay video review tu nhien?
- [ ] Co rat nhieu (skincare community manh)
- [ ] Co it
- [ ] Chua co he thong
- [ ] Chua co

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## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Follow | Trang thai |
|------|-----|------|--------|----------|
| Facebook | □ Co □ Chua | | | |
| Instagram | □ Co □ Chua | | | |
| TikTok | □ Co □ Chua | | | |
| TikTok Shop | □ Co □ Chua | | | |
| Shopee | □ Co □ Chua | | rating: | |
| Web rieng | □ Co □ Chua | | | |
| YouTube | □ Co □ Chua | | | |
| Zalo OA | □ Co □ Chua | | | |
| Group skincare community | □ Co □ Chua | | | |

### H2. Web
- [ ] Co web hoan chinh + check-out
- [ ] Co web nhung khong toi uu mobile
- [ ] Chua co — can build

### H3. Database
- Customers hien co: ............
- Repeat customers: ............
- Email: ............

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## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Clean / Minimalist**
- [ ] **Korean / Cute**
- [ ] **Premium / Editorial**
- [ ] **Scientific / Clinical**
- [ ] **Natural / Organic**
- [ ] **Trendy / Gen Z**

### I2. Brand cam hung
| Brand | Ly do |
|-------|-------|
| | |
| | |

### I3. KHONG duoc lam
- [ ] **Khong noi 'tri'** mun/nam — chi "ho tro cai thien"
- [ ] **Khong dam bao 100%** ket qua
- [ ] **Khong khoe before-after lo lieu** (Meta cam)
- [ ] **Khong fake clinical proof** neu chua test
- [ ] **Khong copy ingredient claim** cua brand khac
- [ ] **Khong noi xau brand khac**

### I4. Compliance
- [ ] CFS (giay xac nhan luu hanh) tat ca SKU
- [ ] Tuan thu ASEAN Cosmetic Directive
- [ ] Tuan thu Bo Y Te ve quang cao my pham
- [ ] Tat ca testimonial signed

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## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan
- [ ] Content calendar
- [ ] Performance Plan
- [ ] Live Commerce strategy

### J2. Creative
- [ ] Photoshoot product (50+ hinh — pack shot, lifestyle, ingredient)
- [ ] Video gioi thieu san pham (60s)
- [ ] 30+ TikTok routine/tutorial/review
- [ ] Series video chuyen gia da/bac si
- [ ] Trash video before-after (UGC)
- [ ] Bo template IG/Facebook
- [ ] Email template (welcome, routine, sale)
- [ ] Landing page

### J3. Van hanh
- [ ] Setup + chay Meta Ads
- [ ] Setup + chay TikTok Ads + TikTok Shop Ads
- [ ] Setup Shopee Ads + voucher
- [ ] Booking 20-50 KOC beauty (volume cao)
- [ ] Booking 1-2 KOL skincare lon
- [ ] Live Commerce (5+ buoi/tuan)
- [ ] Email + Zalo nurture
- [ ] Setup loyalty program

### J4. Hop tac
- [ ] Project (launch SP/event)
- [ ] Retainer 12 thang

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## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo (vector)
- [ ] Hinh san pham + bao bi
- [ ] Brand guideline
- [ ] CFS / Certificates
- [ ] Clinical proof (neu co)
- [ ] Bang gia + chiet khau

### K2. Cau hoi
```
[Dien]
```

### K3. Thong tin khac
> *VD: Hop tac voi spa/clinic, mo rong dong moi, doi tac quoc te...*

```
[Dien]
```

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## XAC NHAN

**Nguoi dien:** ............................
**Ngay:** ......./......./..........

**Cam ket:**
- [ ] Da dien day du
- [ ] Cam ket san pham co CFS
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

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## NEXT STEPS

1. 24h: Review brief
2. 48h: Hop ve dinh vi + clinical proof
3. 5-7 ngay: Plan v1
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat
6. Launch

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**Team Marketing — Agency**
