A Saigon clean-beauty brand sold out three SKUs in sixty days.
The situation we walked into.
Cocoon is a vegan, made-in-Vietnam skincare brand with a sharp clinical story. We engineered the launch from waitlist to lifecycle as one machine — and turned a quiet shelf debut into the most talked-about clean-beauty drop of the quarter.
How we built it.
Pre-launch waitlist
A 6-week hype campaign that turned curiosity into 22K qualified, segmented emails across Vietnam.
Creative factory
80+ variants , UGC, founder, hero film , built to be tested, not loved.
Launch media
Meta + TikTok + YouTube creator dark posts spun up the day SKUs went live.
Lifecycle
Email + Zalo flows for first-order, replenishment and review capture wired into 31% of revenue by day 60.
The deliverables.
- Pre-launch waitlist landing and email capture
- Launch campaign film and product photography
- 80+ paid creative variants across Meta and TikTok
- Founder and UGC content production
- Email and Zalo lifecycle flows (welcome, replenishment, review)
- Launch-week media buying and reporting
The numbers.
Outcomes attributed to the work, measured against business goals , not vanity.
Methodology: Figures are measured over the engagement period against a pre-engagement baseline agreed with the client. Revenue and pipeline numbers are attributed via the client's analytics stack (GA4, Shopify, HubSpot or equivalent). All money values shown in USD, converted at the average exchange rate for the period. Brand and founder names are representative where confidentiality was requested.
Cocoon came to us pre-launch with three SKUs, a clean clinical story rooted in Vietnamese botanicals, and a six-week runway to first sale. The category — derm-grade actives — is brutally crowded across Southeast Asia and intensely sceptical of new entrants. A standard soft launch would have been swallowed whole.
We treated the launch like a film release. Weeks 1–3 were waitlist hype: an editorial landing page in Vietnamese and English, founder-led short-form on the science, and a tight seeding wave to Saigon dermatologists and clean-beauty voices. By drop day we had 22,000 segmented emails and an active conversation about a brand that wasn't yet on shelf.
Weeks 4–6 were the launch blitz. We shipped 80+ creative variants — UGC, founder explainers, hero film cut-downs — into Meta, TikTok and YouTube the morning SKUs went live. Creator dark posts amplified the highest-performing hooks. Lifecycle flows on Zalo and email — first-order, replenishment and review capture — were live on day one.
By day 60 the brand had ₫7.8B in revenue, 31% of it from lifecycle, a creator network that kept compounding, and a creative library it's still cutting from a year later. Cocoon didn't launch — it landed.
“Three SKUs sold out in eight weeks. We've never seen a launch operate this tightly , creative, media and lifecycle were one machine.”
