When EUBOS, the reputable German skincare brand, looked eastward to expand its presence, Vietnam appeared to be a promising market: young, digital-savvy, and increasingly skincare-conscious.

But even the most high-quality products can face unexpected friction in a new cultural and digital ecosystem. For EUBOS, the challenge was never about the formula. It was about the fit — and how to win the hearts of Vietnamese consumers in an already saturated market.

This is the story of how UpBase helped EUBOS reposition itself, reshape its digital brand, and become a top-seller on TikTok Shop and Shopee within just 5 months.

Great Product, But Misaligned Message

When EUBOS arrived in Vietnam, it came with a strong legacy. As a reputable German skincare brand trusted by dermatologists across Europe, EUBOS had everything going for it: clinically proven formulas, a strong international reputation, and product lines tailored for sensitive skin — a rising concern among beauty consumers.

But Vietnam isn’t just another stop on the global map. It’s a hyper-local, hyper-digital market where global standards must meet local expectations. And that’s where EUBOS initially stumbled.

Here’s what went wrong:

• Misaligned product communication: EUBOS emphasized “pharmaceutical-grade skincare,” but Vietnamese consumers — especially Gen Z — were craving relatable messaging like “gentle on acne-prone skin,” “non-irritating in tropical climate,” or “soothes post-acid routine.”
• Underutilized local insights: Consumer feedback, pain points, and daily skin challenges in Vietnam weren’t being reflected in marketing assets or platform content.
• Disjointed online presence: The brand had fragmented listings, inconsistent pricing, and no official TikTok or Shopee strategy — weakening brand trust and visibility.

EUBOS wasn’t alone. Many global brands face this gap when entering Southeast Asia — assuming great products alone will win.

But in Vietnam, product quality is only the beginning. Execution, content, and cultural fluency are what drive conversion.

EUBOS didn’t need to change what was inside the bottle — it needed to change how the story was told.

EUBOS entered the Vietnamese market as a well-established skincare brand from Germany, known for its dermatologically tested, sensitive skin-friendly products.

Yet, the brand initially struggled with:

• Product communication that didn’t resonate with local skincare concerns
• Lack of deep consumer insights for the Vietnamese market
• A fragmented digital footprint with no cohesive strategy

Despite having all the right ingredients, EUBOS wasn’t capturing the attention or trust of Vietnamese beauty shoppers.

It wasn’t a product problem.It was a positioning problem.

UpBase Steps In – The Art of Local Brand Transformation

EUBOS turned to UpBase with one big goal:

“Reposition the brand to win — not just participate — in Vietnam’s digital-first skincare market.”

And we went all in — because a market as dynamic as Vietnam doesn’t reward hesitation. It rewards brands that listen, adapt, and localize.

Our team quickly recognized a major opportunity: while the broader skincare category was saturated with both local and international players, the hand cream sub-category remained underdeveloped but highly relevant, especially post-pandemic.

Strategic Pivot: From Skincare Brand to Hand Cream Leader

UpBase proposed a bold repositioning — instead of competing head-to-head in facial skincare, EUBOS would enter Vietnam as "The Dermatological Hand Cream Expert from Germany".

Here’s why this move worked:

• Hand care was underrepresented in local eCommerce, despite rising consumer needs.
• EUBOS had a hero product: its intensive hand repair cream — clinically tested, with visible results.
• The niche allowed for brand ownership, storytelling, and rapid market capture with less competition.

We didn’t just adjust messaging. We redesigned the entire funnel:

Localized brand voice: Shifted tone from "pharmaceutical" to "everyday essential care for busy hands."

Flagship focus: Turned the hand cream into the hero SKU, supported by smart bundles and seasonal promos.

Visual rebranding: Content highlighted dry hand relief, lab credibility, and premium texture — resonating strongly on TikTok.

This shift was more than a positioning update. It was a market re-entry strategy that gave EUBOS immediate relevance and a defendable niche in the minds of Vietnamese consumers.

In short: We didn’t just localize. We repositioned the entire playing field.

EUBOS turned to UpBase with one big goal:

“Reposition the brand to win — not just participate — in Vietnam’s digital-first skincare market.”

And we went all in — because a market as dynamic as Vietnam doesn’t reward hesitation. It rewards brands that listen, adapt, and localize.

Our team dove deep into the brand’s DNA, audience behavior, and platform dynamics to create a transformation plan that was both strategic and actionable.

Our Strategy Was Twofold:

🔹 Market Development Strategy — identifying the right SKUs, entry points, and buyer personas in Vietnam’s crowded skincare market.🔹 Brand Repositioning Across eCommerce — crafting a locally resonant narrative and ensuring it shows up consistently across all digital touchpoints.

We weren’t here to do patchwork. We rebuilt from the foundation:

• Localized brand voice: From "clinical and serious" to "empathetic and relevant" — we rewrote how EUBOS speaks to Vietnamese beauty lovers.
• Channel architecture: Structured TikTok Shop and Shopee not just as storefronts, but as storytelling platforms — with visuals, bundles, and pricing strategies tailored for each.
• Real-time experimentation: Weekly iterations, campaign testing, and feedback loops gave us a clear view of what content formats, influencers, and product types drove the highest engagement.

In short: We didn’t just localize. We embedded EUBOS into the rhythm of Vietnamese digital commerce.

EUBOS turned to UpBase with one big goal:

“Reposition the brand to win — not just participate — in Vietnam’s digital-first skincare market.”

And we went all in.

Our Strategy Was Twofold:

🔹 Market Development Strategy

‍🔹 Brand Repositioning Across eCommerce

The Playbook That Changed the Game

📌 Localized Storytelling & Product Positioning

• We redefined EUBOS’ product narrative by:
• Highlighting benefits in a local, relatable context (e.g. suitable for hot, humid skin conditions)
• Creating emotional content that spoke to modern skincare anxieties: sensitivity, breakouts, overuse of actives
• Reworking packaging communication and digital assets to speak directly to Vietnamese beauty language

📌 Full-Stack eCommerce Operations

• UpBase built EUBOS’ official stores on TikTok Shop and Shopee, taking over:
• Storefront branding and creative content
• Daily sales campaign planning
• Price strategy and stock management
• Customer support and review moderation

📌 Creator Economy Integration

• We leveraged our influencer & micro-KOC network to:
• Launch 3,000+ organic content pieces in just 6 months
• Activate over 4,000 KOCs/KOLs with honest reviews, unboxings, and tutorials
• Drive genuine social proof and TikTok virality

📌 Data-Driven Optimization

• Everything was tracked, measured, and improved:
• A/B testing promotional formats
• Analyzing customer feedback loops
• Refining targeting through performance dashboards

The Numbers That Tell the Story

Behind every number lies a strategic shift, a decision, and a breakthrough moment.

The first six months after relaunching with UpBase were transformational — not only in terms of visibility and revenue, but in building a loyal customer base and owning a niche market position that EUBOS had never achieved in Vietnam before.

But metrics alone don’t tell the whole story.

“These numbers aren’t just vanity. Each one reflects the trust we built, the relevance we earned, and the clarity we brought to the brand. It’s about turning digital confusion into focused momentum.”— eCommerce Growth Specialist at UpBase

More importantly, these wins were sustainable:

• The hand cream category became a recurring bestseller, with stable repeat purchase rates.
• EUBOS was no longer a “new foreign brand” — it became a recognized authority in hand care.
• TikTok creators and beauty communities organically featured EUBOS, turning initial KOC campaigns into authentic word-of-mouth marketing.

Lessons for Global Brands in Local Markets

The EUBOS story shows what many global brands learn the hard way:

You don’t just enter a new market — you must adapt, translate, and connect.

Vietnamese customers don’t want to buy the same thing as everyone else. They want to buy something that understands them.And that’s where UpBase excels: transforming international brands into authentically local favorites.

🧭 Mini Checklist: What Global Brands Must Do Before Entering Vietnam

✅ Clarify Your Entry Positioning: Don’t assume your international strengths will translate. Ask: “What problem do we solve locally?”

✅ Choose Your Category Wisely: Compete where you can win. Instead of joining the crowd, find the white space — like EUBOS did with hand cream.

✅ Localize Your Voice & Visuals: From packaging to social media captions, make every touchpoint feel made for Vietnam — not just translated.

✅ Build for TikTok & Shopee First: These are the platforms where trends are born, products are discovered, and brand trust is earned.

✅ Start Narrow, Then Expand: Focus on one hero product or category before branching out. Nail the niche before chasing mass appeal.

✅ Partner with Local Experts: Vietnam moves fast. Working with an eCommerce enabler like UpBase means you start strong — with the right team, tools, and traction.

The EUBOS story shows what many global brands learn the hard way:

You don’t just enter a new market — you must adapt, translate, and connect.

Vietnamese customers don’t want to buy the same thing as everyone else. They want to buy something that understands them.And that’s where UpBase excels: transforming international brands into authentically local favorites.

What’s Next for EUBOS?

With strong traction, viral growth, and a rising community of skincare lovers, EUBOS is now poised to deepen its presence in Vietnam — expanding product lines, collaborating with more creators, and setting new benchmarks for skincare in SEA.

At UpBase, we’re proud to be the engine behind that transformation.

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