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Contents
A. INTRODUCTION........................................................................................................3

I. About OFELIA..........................................................................................................3

II. Overview of main contents........................................................................................4

B. SITUATION ANALYSIS............................................................................................5

I. Digital Environments Analysis..................................................................................5

1. Micro digital environment analysis........................................................................5

2. Macro environments analysis.................................................................................7

3. Opportunities and Threats analysis........................................................................9

II. Channels Audit........................................................................................................10

1. Website.................................................................................................................10

2. Online Payment....................................................................................................11

3. Critical strengths and weaknesses of current Zara’s digital channels performance

12

III. SWOT analysis.....................................................................................................12

CONCLUSION..................................................................................................................14

REFERENCES..................................................................................................................14

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A. INTRODUCTION
I. About OFELIA
Background

The creator of Ofelia is the well-known

YouTuber and beauty blogger
Changmakeup, whose actual name is Ngo
Quynh Trang. More than 1 million people
have subscribed to Changmakeup's YouTube
channel since it first started producing
reviews and swatch videos of lipstick. The
Ofelia brand was introduced by
Changmakeup at the end of 2016 with the
"Ofelia Nightfall" product range. The
product line was gone after just three hours
Figure 1. Ofelia's logo
of being available, and after just four days,
Ofelia's websites were restricted and gone. Despite being created in Vietnamese, the
company is US-based, goes by the name Ofélia Los Angeles, and has its production in
Korea. OFÉLIA is a Greek word that both implies aid and beauty. Without much thought,
Changmakeup selected this name for its brand because of its originality and significance.

Products

Currently, Ofelia's product lines include a variety of lip gloss and lipstick varieties,
especially the following collections: Lolli Collection, Touch of Rose, Starlight Velvet
Lipstick, Glacier Velvet Tint,...

Core value

According to Changmakeup (2020), the value that the brand wants to bring to
customers is QUALITY: product quality; CONFIDENCE: confidence, self-respect;
continuous innovation, creativity and DIVERSITY: diversity, in terms of skin colour,

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gender and lifestyle CREATIVITY. Since the brand always seeks to alter and create
product lines to suit the clients that the firm has set out to serve—the young girls in Asia,
particularly in Vietnam—these fundamental principles are mirrored in Ofelia's goods. To
improve the consumer experience, they meticulously review the packaging, lipstick
colours, and designs.

Mission

The brand name, which means to aid, reflects Ofelia's goal to help others. The
Ofelia brand's goal, according to Changmakeup, is to assist females in choosing the best
shade of lipstick to maintain their beauty and confidence. Additionally, Ofelia wishes to
support young women in finding their own identities, pursuing their hobbies, and exuding
positivity at all times.

II. Overview of main contents

The analysis of factors influencing Ofelia's digital marketing operations is the
primary subject of this study. Ofelia is currently one of the most popular brands in
Vietnam. In contrast to other industry rivals, organizations still need to investigate digital
marketing actions and plans. There are three main sections in the Body. The first deals
with the micro and macro environments influencing Ofelia's digital environment. The
investigation of the Channel Audit that Ofelia utilized comes next. Finally, suggestions
from the SWOT Analysis will be emphasized in order to assist Ofelia strengthen and
reduce flaws in the brand's digital marketing initiatives.

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 B. SITUATION ANALYSIS
I. Digital Environments Analysis
1. Micro digital environment analysis
a. Customer

According to Peter F Drucker (1954), a customer is a collection of individuals, groups of

people, and businesses that have a need to use a product or service and want to satisfy
that need. The customers that Ofelia wants to target are young girls in Asia in general and
Vietnam in particular. Young girls of Generation Z - girls born from 1997 to 2012 (10-25
years old) - are a generation with great potential but also extremely difficult. Because
each girl has a different personality, and different styles of dress, especially with different
skin tones, and for them to stand out, be beautiful and confident, they need a star lipstick
colour to suit them.

Products

As a result, Ofelia has made an effort to develop

products and collections that have current
lipstick shades that go well with various
complexion tones, personalities, and clothes.
When creating lipstick lines with various
lipsticks, Ofelia constantly attempts to prioritize
product quality in addition to lipstick colour in
order to meet the demands of every lady.

Packaging

Figure 2. Ofelia's products

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 The packaging of Ofelia goods is another
key priority. As a woman who is
enthusiastic about the cosmetics industry
and a girl, Chang is highly aware of how
excited females will be to receive an order
that includes more than just a lipstick
packaged "lonely" in a single carton box.
basic yet will receive something more
unique. Because of this, each paint box is
always lovingly cared for, each delivery
order is always considerate and filled with
Figure 3. Ofelia's packaging
a love message, and a thank you note is
always postscripted with "Love, OFÉLIA". Additionally, there is always candy and other
goodies. This has made Ofelia's customer experience consistently positive, distinguished
it from other businesses, and assisted Ofelia in capturing the hearts of girls, which is what
fosters the relationship between customers and the company.

Purchase method

Figure 4. Ofelia's e-commerce platform

Young females from Generation Z tend to shop significantly differently now; they
frequently do so online rather than in physical places. Ofelia concentrates on selling on
the brand's website so that all consumers worldwide may purchase due to the
concentration on Gen Z females as clients. Since its inception, OFÉLIA has published its
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products only online under the domain name Ofelia.vn. Ofelia offers customers in
Vietnam the option to purchase goods not only on the company's own website but also on
well-known e-commerce sites like Shopee, Lazada, and Tiki.

b. Competitors

Companies are subject to five factors, including pressure from prospective

competitors, according to the Porter model from 1979. The impact of competing
businesses forces a corporation to develop a winning strategy in order to defeat them. A
rival is someone who offers consumers the same product line, same market sector, and
similar client target as another person, business, or organization. More precisely,
businesses must compete ferociously to gain market share when there is a growing
market demand, a large number of competing businesses, easily replaceable items, and
rivals with "equal" power.

Famous global companies like Estee Lauder, Innisfree, M.A.C, Dior, and Merzy
must be included while discussing domestic brands. These companies have been in the
business for a while and are fierce rivals of Ofelia. Ofelia had to work harder to earn the
trust of her audience because of her pre-presence.

2. Macro environments analysis

a. Political and legal factors

Pursuant to the Government's Decree 93/2016/ND/CP dated July 1, 2016, on

regulations on cosmetic production conditions, has created many advantages for cosmetic
manufacturing and trading enterprises. Pursuant to Circular 06/2011/TT-BYT dated
November 25, 2011, of the Ministry of Health regulating the management of cosmetics
has helped control the origin of products and manage poor quality goods, unsafe for
users.

Customers are more and more rampant, making consumers quite concerned with online
shopping, buying foreign products as well as buying in stores. Making it difficult for
quality, genuine and legally compliant businesses like Ofélia Cosmetics.
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 b. Economics factors

With an average growth of 30% per year, the Vietnamese cosmetic market is
attracting more and more foreign businesses to open business stores. According to the
data on the cosmetics industry in Vietnam, cosmetics and beauty products and services
develop well when up to 60% of the population are young people interested in health and
beauty. Each year, the cosmetics industry has an average growth rate of up to 30%. With
increasing income levels, the demand for self-expression of Vietnamese consumers is
increasing, and there is no sign of abating. According to the survey in recent years, has
shown the dominance of lipstick. With such growth momentum, it has shown that the
demand for beauty is becoming increasingly necessary, and this will be a potential
market, stimulating the economic development of the country.

c. Social factors

From the past to the present, the Vietnamese people rarely or often do not have the
exclusion of problems related to aesthetics, except for cases related to fine customs and
traditions. In a modern era like today, Vietnamese people's thoughts are also more open
than in the past, they easily accept new things and have innovative views, beautify life for
themselves. According to them, when you beautify yourself before stepping out of the
house about how to dress or apply makeup, it also partly shows your respect for the
person you are about to meet. So Ofélia Cosmetics was born in order to bring
professional, quality makeup products with high-tech ingredients and especially genuine
Vietnamese without worrying about unknown origins.

d. Technology factors

With the development of the 4.0 technology era, it has brought businesses extremely
favourable conditions for advertising and brand promotion on the mass media, as well as
in the media. on social networks such as Facebook, Youtube, etc. Thanks to that, the
images of the products come closer to the public. In addition, the first motive is the strong
development of e-commerce which makes shopping for cosmetics more convenient for

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consumers. Currently, up to 57% of cosmetic users have purchased makeup products
online because of the "convenience" (44%), "variety of products" (43%) and "price"
(40%). this shopping channel. Shopee, Lazada, and Facebook are the three online
cosmetic shopping sites with the most users. Mobile apps are popular when shopping
because customers can easily and quickly manipulate them. 50% of people who buy
cosmetics online order products every month. Therefore, not only Facebook and
Instagram pages, Ofélia also has an official website for buying goods in Vietnam at
https://ofelia.vn/ and web www.ofeliacosmetics.com for Vietnamese customers abroad as
well as Foreign customers. At the same time, Ofélia has also recently cooperated with e-
commerce sites such as Shoppee, Tiki, etc. to create favourable conditions and create
trust for shoppers. In addition, evolving technology allows products and services to be
produced with higher quality standards. As at Ofélia Cosmetics, the factory is located in
Los Angeles with many modern and high-quality technology machines, along with a
team of experts with high scientific, technical and professional qualifications.

3. Opportunities and Threats analysis

Opportunities

It is clear that the customer element has a significant impact on the business. Ofelia
had to go above and above to please "fastidious" clients when it came to products when
picking customers as Gen Z—a group of potential customers who had the chance to
continue with the brand for a very long time. so that customers get the finest experience
possible, including the packing, and how to purchase. Ofelia can also use these clients as
a chance to make long-term decisions and follow current trends. Additionally, it is clear
that Ofelia can identify potential in her competition since over the last six years, she has
continuously worked to innovate, forge lasting connections with clients, and gain market
share. Additionally, because of the explosive expansion of digital devices, Ofelia is better
equipped to recognize and meet changing client demands. Boost the number of times
people purchase Ofelia items.

Threats
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 We are unable to fulfil all of our client's requests since they are so numerous. Ofelia
may lose sight of the brand's core or make errors while determining future paths if she
becomes overly preoccupied with meeting the requirements of each individual consumer.
The competitiveness in the cosmetics sector is evident in the abundance of ancient and
new, expensive and budget-friendly lipstick brands available today. This demonstrates
that Ofelia has many domestic and international rivals to contend with.

II. Channels Audit

1. Website
The development of products that specifically reflect consumers' demands and
preferences is made possible by CRM, according to the same study, which enables Ofelia
to retain and aggregate customer data sources. each unique person. By integrating phones
and the internet into daily life, Ofelia is extending its appeal to young clients. For fast
sales, Ofelia has built a website. This is the sole channel of contact the business has with
clients during the epidemic. The script is complicated, but its usability has made it a
crucial tool. Additionally, using CRM enables businesses to lower inventory costs, fulfil
orders from warehouse to store, lower delivery costs for customers, and support Ofelia in
operating the policy of minimizing advertising while maintaining activities related to
customers and businesses, increasing competitiveness with similar brands. Zara is able to
analyze personalized information for each customer based on data analysis with the help
of CRM. The business focuses on technology and uses deep data patterns to build and
influence new goods as well as forecast what customers will desire.

The usage of the Website can be considered a novel strategy to help Zara in some
way during the Covid-19 pandemic when the world economy is badly stopped. The
success of Ofelia's e-commerce strategy may be attributed to a blend of multichannel
marketing and a clever integrated inventory management system. Customers may use the
website to shop online, make purchases, and discover new items.

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 2. Online Payment
On Facebook, Instagram, YouTube, Ofelia has social media profiles. Due to the
importance of images and videos to the cosmetics business, Facebook and Instagram are
the most often used social media platforms. Ofelia provides product-focused information
on a number of social media sites to assist fans in finding their newest. According to
Facebook's demographic data, young women make up the majority of their fans. Ofelia
frequently shares their newest collections on Facebook, where they have more than 30
million friends. Ofelia also made rapid progress when she used a purchasing cart on her
personal page to make use of Facebook's sales features. On the Instagram app, Ofelia has
more than 200,000 followers. Ofelia's social media strategy strongly emphasizes visuals.
They provide photo-focused synchronized layouts for their social media platforms.
Regular posting is crucial for fostering brand engagement, just like it is for content.
Although there is no one-size-fits-all approach, consistency is crucial. Ofelia continues to
post by doing so on Facebook and Instagram at least once per day. Ofelia's social media
success may be attributed to customer support, particularly from influencers and bloggers
in the cosmetics industry. Ofelia continues to use social media to retain and grow
consumer awareness, while not prioritizing social media marketing as seen by the
absence of advertising and promotion expenses. By regularly updating content on social
networking sites, users may simply stay up with events and brand-new products.
However, given the current rapid expansion of social networks, which costs companies,
and potential clients, the fact that Ofelia does not prioritize advertising on these platforms
may be a disadvantage for the company.

Application Engagements
Platform
Facebook 437.000 Facebook followers

Instagram 216.000 followers

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 3. Critical strengths and weaknesses of current Zara’s digital channels
performance
Ofelia has a significant online presence across a number of platforms, including
social media and e-commerce websites. The easy-to-use interface and quick checkout on
the e-commerce website are two of Ofelia's digital channels' strongest points. The app
offers a personalized shopping experience with features like in-app payments and a store
locator, while the website's design is straightforward and simple to use. Additionally,
interactive content and collaborations with influencers are used to engage customers on
Ofelia's social media platforms, which include Facebook and Instagram.

The lack of synchronization and integration between Ofelia's numerous digital

channels, however, is one of their key shortcomings. For instance, the difference between
the website's and app's product availability causes confusion and unhappiness among
customers. The company's online customer care has also drawn criticism for its
protracted response times and lack of customization.

III. SWOT analysis

Ofelia's first advantage could be where it came from Changmakeup, a well-known
Vietnamese beauty blogger, founded the Los Angeles-based Ofelia lipstick firm. It can be
claimed that Asians are highly fond of items or technology coming from outside, and
Changmakeup's research and development of Ofelia in LA together with cutting-edge
technologies will be able to inspire a lot of confidence in customers. Customers are more
empathetic to brands and have greater faith in their products when they are presented
with luxurious, eye-catching, and elegantly wrapped product packaging. Ofelia is a well-
known and dominant cosmetics company in Vietnam, and Changmakeup is a well-known
beauty blogger in the community of beauty bloggers. Because of this, Ofelia can more
easily break into the Vietnamese market and win over customers. The product was not
tested on animals and was not made with any animal-related components.

Ofelia employs fewer marketing and communication methods than its rivals in the
market, mostly depending on social media and public relations to raise brand recognition.
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It has been successful in building a solid reputation by attracting clients and meeting their
needs. However, it will run into problems when the competition heats up since it needs a
potent marketing strategy.

Due to its reliance on its physical storefronts, Ofelia may increase sales and brand
recognition by concentrating more on the Internet market. The increase in internet access
among users of computers and mobile phones is changing how society conducts daily
operations.

The level of integration among channels

Online payments work really well with the current Ofelia website. Their website is
quite appealing, and it is simple to obtain the details you need regarding the product.
Everyone may easily utilize online payments, whether they are made with a bank card, a
Visa, or a check. The purpose of social networking platforms is to increase the size of the
potential market and draw in consumers by leveraging KOLs' reputations. From tiny to
huge, all of Ofelia's channels are intricately connected.

Suggestions to improve Ofelia’s digital marketing performance

The cosmetic industry is a very competitive one in terms of technology and digital
in the present 4.0 age. The Ofelia company has to evaluate and update its digital systems
as soon as possible. In order to boost digital marketing efficiency, prevent rivals from
catching up with technology, and preserve a competitive edge in the market, it is crucial
to constantly innovate and create new technologies. Ofelia must bravely test out more
modern technology a new system that is always prepared to assist everyone and offers
greater client services. Ofelia will be able to readily access contemporary marketing
efforts such as social networks and the Internet by continuously testing and implementing
new channels or platforms. Additionally, the network connection is crucial. The user
experience will improve and digital marketing results will also improve if the network is
run properly. At this time, Ofelia has not implemented any activities linked to AR and
VR. Therefore, adding this service to Ofelia will provide its clients more options without

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having to visit the store, which is one of the beneficial aspects. The customer experience
and digital marketing effectiveness of Ofelia will quickly increase as a result of this. If
Ofelia does not upgrade the system, they will have several issues, including display
issues and a poor connection. Finally, in order to optimize the efficacy of digital
marketing and create chances for companies to contact customers in various ways, the
Ofelia brand needs to actively shift its thinking and create its own playing field in the
digital space. Future items will increase due to the digital era.

CONCLUSION
The analyses and information gathered in regard to Ofelia's digital marketing are
highlighted in this study paper. After the fundamentals of the brand are reviewed in the
first section, Ofelia's PEST and SWOT Analysis are used to assess the micro and macro
aspects. Lastly, there are recommendations for overcoming obstacles and making
advancements in the area of digital marketing for companies.

REFERENCES
Michael E. Porter, "How Competitive Forces Shape Strategy", Harvard Business Review,
May 1979 (Vol. 57, No. 2), pp. 137–145.

Hieu Le (2020), Trò chuyện cùng Changmakeup – Founder & CEO of OFÉLIA Vietnam/
Beauty Vlogger. Retrieved 25 July 2023, from: https://style-republik.com/tro-chuyen-
cung-changmakeup-founder-ceo-of-ofelia-vietnam-beauty-vlogger/

OFÉLIA (2022), THÔNG TIN DOANH NGHIỆP. Retrieved 25 July 2023, from:
https://doanhnghiep.quocgiakhoinghiep.vn/en/doanhnghiep/ofelia/

OFÉLIA Việt Nam (2022). ABOUT OFÉLIA COSMETICS. Retrieved 25 July 2023,
from: https://ofelia.vn/pages/about-us

Philip Kolter (2018) Principles of Marketing Retrieved 25 July 2023, from:

https://flymacmarketing.wordpress.com/2017/11/25/principles-of-marketing-nguyen-ly-
tiep-thi-philip-kotler-gary-armstrong/

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