For the 2026-2030 period, EUPC Group and its strategic partner Baniphar have established sustainability as their core developmental pillar. This strategy focuses on both commercial growth and the standardization of product values integrated with social responsibility.
1. Product Orientation: Vegan Trends and Natural Origins
Recognizing the shifting consumer behavior in Vietnam—where safety and long-term health impacts are prioritized—Ziaja focuses on product lines featuring:
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Organic Ingredients: Prioritizing natural sources such as goat’s milk, olive, aloe, and manuka.
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Vegan Formulations: Developing gentle, eco-friendly products that minimize irritation risks, specifically designed for sensitive skin affected by climate change and urban lifestyles.
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Rigorous R&D: New products undergo an extensive two-year research and testing phase before entering the market.
2. Market Access and Consumer Education
Ziaja Vietnam aims to bridge geographical and knowledge gaps through:
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Democratizing Cosmeceuticals: Expanding distribution networks from urban to rural areas, ensuring genuine products are accessible at reasonable costs for all segments.
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Value-based Communication: Investing in market education to help consumers understand active ingredients and make informed skincare decisions.
3. CSR as a Strategic Pillar
For EUPC Group and Baniphar, community engagement is a prerequisite for long-term presence in the Vietnamese market:
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Investing in Youth: Sponsoring sports playgrounds like the Youth Basketball Tournament and conducting School Tour series to provide health consultancy and life skills for high school students.
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Humanitarian and Non-profit Initiatives: Building on past efforts (such as non-profit moisturizer supplies for frontline workers), the firms commit to ongoing sponsorship for dermatology and pharmaceutical industry development.
Ms. Van Thi Ngoc Hai, Chairwoman of EUPC Group, emphasized: Sustainability is no longer an option but a condition for the brand’s long-term survival and bond with the Vietnamese market, focusing on delivering authentic values.
Source: https://vnexpress.net/chien-luoc-phat-trien-ben-vung-cua-duoc-my-pham-ziaja-viet-nam-5065182.html