Brand & Trust: What Makes Cocoon a Favorite Among Gen Z?

Contributor

In celebration of World PR Day 2025, EloQ Communications is pleased to reshare this article as a way to promote a spirit of learning and passion for the profession, particularly from the next generation, where fresh perspectives meet real-world experiences in a practice-oriented academic environment. The following piece presents a student’s perspective from the class of Dr. Clāra Ly-Le, Managing Director of EloQ Communications and university lecturer.

Have you ever wondered amidst a sea of digital content and flashy advertising campaigns what truly resonates with Gen Z? Is it short-lived viral trends, or rather the deeper values and sincere stories that evoke genuine emotion? In Vietnam, one local skincare brand has found the answer: empathy. Cocoon has captured Gen Z’s hearts by building its brand on authenticity, transparency, and strong social commitments. Instead of chasing fleeting hype, Cocoon nurtures emotional connection and sustainable values, creating a loyal community of conscious consumers. Its journey is not merely about launching a vegan skincare brand, but about building a sturdy bridge to Gen Z’s hearts from environmental and animal welfare advocacy to celebrating natural, unretouched Vietnamese beauty. More than a marketing campaign, it is a trust-building journey, one of the most valuable assets in today’s hyper-competitive marketplace.

1. From Trend-Chasing to Emotional Resonance

No one can deny the viral power of trending content. However, an over-reliance on entertaining, humorous, or even shocking elements in advertising has led Gen Z to develop a sharp “skepticism filter.” This generation doesn’t just look for product quality, they care deeply about the story behind the brand, its transparency, and ethical values (Brands Vietnam, 2022b). They can quickly detect inauthenticity, and their disengagement can be just as swift.

Instead of opting for easy virality, Cocoon took a different path. The brand refrains from sensational content or exploiting physical beauty. Instead, it focuses on real, raw stories about skincare journeys, highlighting gentleness, naturalness, and the beauty of imperfection. These stories feature flaws, struggles, and slow healing processes, no glamorization, no filters. This authenticity strikes a chord with Gen Z, who see themselves in Cocoon’s narratives: a mirror of relatable, imperfect, yet trustworthy realities. By embracing and celebrating natural, unedited beauty, Cocoon has forged a powerful emotional bond, standing in stark contrast to traditional ads that often depict unattainable perfection.

“Instead of listing product benefits like ‘ABC,’ Cocoon chooses to showcase real user experiences.”

2. Shifting Brand Communication: From Monologue to Dialogue

Cocoon understands that to truly reach Gen Z, brand communication cannot remain a one-way monologue. What’s needed is sincere, two-way dialogue where customer voices are heard and respected. Cocoon applies the principles of social listening, not just collecting data, but truly listening to sentiments, needs, and feedback across digital platforms (YouNet Media, 2023). From these insights, it crafts content and communication strategies that align with its audience’s expectations.

Beyond listening, Cocoon empowers users to become storytellers by encouraging user-generated content (UGC). Whether positive reviews or constructive feedback, these authentic testimonials hold far more persuasive power than traditional ads. Such peer-to-peer communication, genuine, unpolished, and emotionally resonant—naturally spreads within Gen Z skincare communities. This two-way engagement transforms customers from mere buyers into brand allies, forming a vibrant, value-driven community. This marks a shift from “convincing customers” to “co-creating stories with them.”

Source: Youtube – Sơn Sờ Kin Ce

3. Trust is Built Through Action, Not Just Words

In today’s marketing landscape, any brand can claim to be “good” or “responsible.” What truly sets a brand apart, however, is consistent, transparent, and measurable action. Cocoon goes beyond empty claims about being “vegan” or “eco-friendly.” It delivers on these promises through verifiable actions: clearly labeling ingredients, earning global certifications such as PETA’s cruelty-free and vegan standards, and launching impactful CSR campaigns. These certifications aren’t just stamps on packaging, they represent deep ethical commitments that Gen Z genuinely values.

Cocoon’s CSR initiatives include:

  • “Chung tay cứu trợ chó mèo lang thang 2023”: This campaign exemplifies Cocoon’s humanitarian spirit, offering tangible support for stray dogs and cats. Winning the Silver award for Best CSR Campaign at the BSI Awards 2024 affirmed its impact and effectiveness (Brands Vietnam, 2024c).

Thương hiệu và lòng tin: Điều gì khiến Cocoon được lòng Gen Z?

Source: Cocoon Vietnam

  • “Thu hồi pin cũ – bảo vệ Trái Đất xanh” (2023–2025): A long-term initiative promoting environmental sustainability through education and actionable change. Over three years, Cocoon, in partnership with HCMC University of Education, expanded to five provinces and 96 collection sites. The program has successfully collected nearly 20 tons of used batteries, removing hazardous heavy metals like mercury, lead, and cadmium from the environment, while fostering green habits among communities (Brands Vietnam, 2025a).

Thương hiệu và lòng tin: Điều gì khiến Cocoon được lòng Gen Z?

Source: Synthesis

  • “Cocoon x Suboi: Love Your Nature” Campaign: This collaboration with rapper Suboi wasn’t a typical celebrity endorsement. Suboi, known for her authenticity and fierce individuality, was an ideal ambassador to promote self-love, body confidence, and diversity. The campaign also emphasized Cocoon’s support for the LGBTQ+ community and celebration of unfiltered natural beauty, earning the Gold award for Best Influencer Strategy at BSI Awards 2024 (Brands Vietnam, 2024c).

Thương hiệu và lòng tin: Điều gì khiến Cocoon được lòng Gen Z?

Source: Cocoon Vietnam

These aren’t just advertising gimmicks, they are meaningful contributions. Cocoon’s consistent actions across product quality, customer experience, and social responsibility have cultivated a brand image rooted in trust and shared values.

4. The Outcome: Trust Fuels Sustainable Growth

Cocoon’s success isn’t merely measured by brand recognition but by its ability to build lasting trust that fuels organic, sustainable growth. This is evidenced by multiple prestigious awards and a tightly connected user community. Rather than chasing fleeting virality, Cocoon achieves resonance through authentic storytelling and inspirational content, an exemplary case of effective brand storytelling (Brands Vietnam, 2022a).

Cocoon became the first Vietnamese cosmetic brand to win big at the BSI Awards 2024, securing:

  • Gold for Best Influencer Strategy with “Cocoon x Suboi”
  • Silver for Best CSR Campaign with “Together for Stray Animals”

These accolades aren’t just industry recognition, they prove Cocoon’s ability to forge deep, emotional connections with Gen Z. When brand messages stem from sincerity and are backed by concrete actions, brands can win the hearts of young consumers. Sustainable trust matters far more than temporary impressions or shallow virality. It creates a positive cycle: trust breeds engagement, engagement drives word-of-mouth, and that word-of-mouth reinforces trust.

Thương hiệu và lòng tin: Điều gì khiến Cocoon được lòng Gen Z?

Source: BSI Awards

5. Takeaways for Vietnamese Brands with Long-Term Vision

Cocoon’s story offers more than inspiration, it provides a roadmap. Honesty, attentive listening, and unwavering core values are the foundation for building brand trust. And once Gen Z bestows that trust, it becomes a powerful lever for long-term growth, even in crisis-prone environments where brand loyalty is declining (Brands Vietnam, 2024b).

Instead of fixating on “how to go viral,” brands should ask deeper questions:
“What are our core values, and are those values consistently reflected in our products, messages, and actions?” 

Clear brand positioning (Ries & Trout, 2001) and consistency across all communications and operations will secure a firm place in consumers’ minds and hearts. This is the path to long-term growth, where brands sell not just products, but also trust and humanistic values. In an increasingly competitive market, only brands that truly act on their core beliefs will survive and thrive.

References:

Extended Questions

  • In your opinion, with the ever-changing Gen Z and market landscape, what should Cocoon do next to maintain its trust and pioneering position?
  • How can other Vietnamese brands, especially emerging ones, apply the lessons from Cocoon to build long-term trust with Gen Z?

Source: Brands Vietnam

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