BSI Awards | Case Library | The Cocoon Original Vietnam | YÊU LẠI NHỮNG ĐỀU ĐÃ CŨ

CASE STUDY VIDEO

STRATEGY

At Cocoon, we see sustainability not as a statement, but as a responsibility that comes with every product we create. Plastic remains an essential part of modern packaging—including our own—so instead of denying its role, we choose to take responsibility for what happens after use. Our strategy is built on a simple belief: if we cannot eliminate plastic, we must find better ways to live with it.Since April 2021, we have been developing a circular approach through two connected phases: collection and recycling. We began with a small pilot in selected retail stores to understand customer behavior, before expanding into a nationwide program that combines both online and offline models. Customers can return their empty bottles via postal service or at collection points, supported by a reward mechanism that encourages continued participation. Over time, this has grown into a system spanning 161 locations across 58 provinces, with more than 13 tons of packaging collected to date.We call the next phase “Yêu lại những điều đã cũ.” It reflects how we see each used bottle—not as waste, but as the beginning of another journey. From these materials, we have created new products such as planting kits and recycled plastic mirrors, allowing customers to see and experience transformation in a tangible way.For us, this is not a short-term campaign, but a long-term commitment. Step by step, we are building a system that connects product, consumer, and responsibility—integrating sustainability into everyday beauty, and shaping a more conscious way forward.

INSIGHT

We understand that while plastic brings convenience to everyday life, it also raises growing concerns about environmental and health impact. Most consumers are aware of this—but awareness alone is not enough.In reality, eliminating plastic is not a practical option. Many people do not want to contribute to plastic waste through their beauty routines, yet they often lack simple and accessible ways to act. Existing solutions can feel inconvenient, time-consuming, or difficult to maintain.Reusing cosmetic packaging is also limited. Consumers cannot repurpose every empty bottle, either due to personal needs or because most packaging is not designed for everyday reuse.This creates a clear gap between intention and action. Consumers want to do better, but they need a solution that fits naturally into their habits.At Cocoon, we address this by making the process simple: customers only need to collect and return their empty bottles. In exchange, they are encouraged with small rewards—and more importantly, the reassurance that these materials will be responsibly recycled.

CREATIVE IDEA

Our idea is simple: make sustainability easy to act on, not just something to believe in.We designed the program around two connected phases—collection and recycling—to create a complete and visible lifecycle for our packaging.In the collection phase, we built both online and offline systems to fit naturally into customers’ habits. Customers can return empty bottles either by post or at designated collection points, supported by a reward mechanism that encourages participation and repeat behavior. Over time, this has grown into a consistent habit for many of our customers, with some returning annually. Offline, we introduced lightweight carton collection boxes placed across cosmetic stores and pharmacies, designed to be approachable, visible, and easy to use. Practical incentives, such as reusable fabric bags, further reinforce participation while aligning with a sustainable lifestyle.In the recycling phase, we bring the idea to life through “Yêu lại những điều đã cũ” We transform collected materials into new products—such as recycled plastic mirrors and planting kits—allowing customers to see and experience the second life of what they once used.More than a program, this is how we turn an abstract concept into something tangible: where sustainability is not only communicated, but experienced.

CONNECTION PLAN

We approached communication with consistency and continuity, treating the program as a long-term behavior shift rather than a short-term campaign.Since 2021, we have maintained regular monthly content to remind and encourage participation in our online collection program, “Điểm xanh online.” When expanding to offline, we developed a series of content across formats—posts, videos, and user experiences—to guide customers through how to participate and what to expect.Our owned channels—including Facebook (410,000+ followers), Instagram (58,000+), and TikTok (659,000+)—served as the core platforms to build awareness and engagement.We amplified the message through KOLs and KOCs who advocate for sustainable living, sharing real experiences to make the program more relatable and trustworthy. At the same time, retail partners and distribution systems actively supported the campaign through their own channels, helping us scale reach nationwide.Over time, the campaign evolved into a recognizable movement, supported by consistent hashtags such as #CungCocoonSongXanhMoiNgay, #ThuHoiVoChaiCu and #YeuLaiNhungDieuDaCu —creating a shared language for our community.

OBJECTIVE-BASE KPI

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