1. Marketing trends in the cosmetics industry
a. Products must be visually appealing, from design and naming to fragrance
The use of gustatory language in marketing strategies has become an effective tool to stimulate multiple senses: visual appeal through vibrant colors, olfactory stimulation with enticing scents, and imaginative engagement through creative product names. This approach transforms cosmetics into emotional experiences, fostering deeper consumer connections.
In the U.S., beauty brands are increasingly collaborating with the food industry to launch lip balms, face masks, or hand creams inspired by culinary delights such as summer cocktails, pastries, or signature fruity candies. This form of experiential marketing resonates particularly well with younger consumers who may have limited budgets but still seek unique, personalized encounters with brands.
This marks a clear evolution in marketing trends of cosmetics are no longer just beauty products, but mediums for emotional, cultural, and personal expression. This shift addresses the growing demand for personalization among today’s consumers.
Instead of merely introducing traditional lip care products, beauty brands are now “crafting” unique user experiences by leveraging culinary elements. By doing so, they are building creative, accessible ways to emotionally engage consumers, especially budget-conscious youth eager to experience brands on their own terms.
b. Standout campaigns
Within this rising marketing trends, two standout campaigns have recently captured attention by blending cosmetics with food to create multisensory experiences:
On July 10, Laneige, a Korean skincare brand, partnered with ice cream chain Baskin-Robbins to launch a limited-edition Lip Sleeping Mask inspired by the Rainbow Sherbet flavor. Drawing inspiration from their global ambassador, Sydney Sweeney, also a Baskin-Robbins enthusiast, sparked curiosity not only for its unique scent but also for being Laneige’s most extensive U.S. collaboration since 2014.
Just one day earlier, on July 9, affordable beauty brand Holler and Glow unveiled a surprise collaboration with Panera Bread, launching the “S’Mac and Cheese Lip Balms” inspired by Panera’s iconic mac & cheese. The mini-spherical packaging, complete with a mini spoon, offers both convenience and a playful eating-like experience.
Both campaigns exemplify how beauty brands are tapping into culinary elements to drive emotional engagement, amplify virality, and win over young and creativity-driven consumers seeking standout experiences.
2. Marketing trends in the fast-moving consumer goods (FMCG) sector
a. How packaging design can emotionally connect with consumers
Packaging has evolved from a protective layer into a central character in brand storytelling and consumer experience. Amid rapidly changing shopping behaviors, packaging is emerging as marketing trends, especially among Gen Z and Gen Alpha, who are digital natives, socially conscious, and highly interactive.
For these young consumers, packaging is not just a product wrapper but an essential part of the experience. The unboxing, tactile feel, and discovery of design details have become emotional rituals. In the social media era, where visual impact is often the first touchpoint, packaging must be both screen-friendly and physically satisfying. Without vibrancy and distinctiveness, a product risks being overlooked in a sea of choices.
A major packaging trend is personalization and shareability. Subtle touches such as hidden messages, playful graphics, or interactive features attract attention and naturally encourage social sharing. Collectibility and limited editions are also key, with seasonal themes, cultural inspirations, or brand collaborations attracting a novelty-seeking, identity-expressing youth audience.
Ultimately, the true power of packaging lies in its ability to forge emotional bonds, a core value across all modern marketing trends. It appeals not only to younger consumers but to all generations, serving as a lasting bridge between brand and audience.
b. Transforming for growth: Vinamilk’s rebranding journey
In 2024, Vinamilk made a bold move to reposition its brand through a comprehensive packaging overhaul, adopting a minimalist, modern, and youthful design. This transformation made its products stand out on shelves and reflected a keen understanding of Gen Z’s aesthetic preferences: simplicity, creativity, and individuality.
Redesigning over 125 SKUs within a year, Vinamilk showcased an impressive pace of innovation, aligning with global design trends and reinforcing its forward-thinking mindset.
The results were overwhelmingly positive. According to Ipsos, 73% of consumers viewed Vinamilk as an innovative brand, while 58% felt the new image was more premium. Gen Z, the core audience of this rebranding effort, responded enthusiastically, describing the new designs as “fresh,” “cool,” and “modern.” Product lines like plant-based milk nearly doubled in sales, and premium offerings such as Optimum Gold gained international certifications with their upgraded formulas and designs.
Thanks to this transformation, Vinamilk remained in the Top 3 most purchased FMCG brands and maintained its 12-year streak as Vietnam’s number one dairy brand. This success highlights a strategic, sustainable shift aligned with young consumer expectations.
3. Marketing trends in the food & beverage (F&B) sector
a. The rise of Vietnamese concerts
Concerts today are more than musical showcases, which are cultural hubs blending art and sensory experiences. This synergy has sparked a new marketing trend where F&B brands leverage music events to build emotional bonds and present themselves as vibrant, relatable to Millennials and Gen Z that value experience, community, and real-life interaction.
According to Allied Market Research, the global music events market hit over $250 billion in 2023 and is projected to soar to $755 billion by 2035. Recognizing this vast potential, F&B brands are increasingly investing in concerts through sponsorships, interactive booths, product trials, and unique check-in spots. These initiatives fall under experience marketing, boosting brand visibility and forging emotional ties with younger audiences.
Starbucks Vietnam teased its first-ever concert event, “SIREN CALLING”. Although only the teaser and artist lineup were released, it generated significant buzz among music lovers and brand fans alike. Circle K organized “500+ Stores – Stamp to Party” on July 5th, featuring popular artists like HIEUTHUHAI, HURRYING, and Low G, an engaging mix of entertainment and customer appreciation. KFC Vietnam followed suit with its “KFC Festival” on the same day, bringing together stars like MONO, Issac, and WEAN LE to reinforce its youthful and connected brand image.
These campaigns create a major shift away from traditional advertising toward immersive, emotionally resonant experiences, with music becoming a powerful emotional bridge between brand and consumer.
b. Music festivals as a marketing weapon for brands
In Vietnam, the concert boom has become a key youth attraction, not just for music but for shared experiences. The energy of being part of a crowd, singing along, and sharing moments has made live music an integral part of the experience economy. Fans willingly pay for VIP access, exclusive merchandise, or artist meet-and-greets, all for the promise of unforgettable and emotional experiences.
Music-driven F&B campaigns are highly effective at combining multiple marketing goals: brand awareness, emotional resonance, and purchase activation. Examples like Circle K’s “Stamp to Party” or KFC’s “Festival” include clever mechanics such as buying combos via app or providing personal info to participate. This not only boosts revenue but also enables data collection for future engagement.
Data from consumer interactions (orders, check-ins, QR scans, games, surveys…) combined with user-generated content (livestreams, videos, posts, hashtags) is becoming a valuable asset. Brands can extract insights on purchasing habits, peak interaction times, geographic data, demographics, even emotional sentiment – a key for personalized communication and optimized customer experiences.
The F&B industry’s flexibility in blending food, entertainment, and community makes music events an ideal marketing platform. More than just selling food, F&B brands are embracing the concept of crafting memorable experiences, where every customer touchpoint – ordering, stamping, attending events, is part of an emotional engagement journey.
Music, once purely entertainment, has now become powerful marketing trends. According to the Social Trend Reply 2024 report by YouNet Media, music topped 610 hot social media trends, accounting for 22.3%, surpassing “food” to rank second among trend-driving topics.
Conclusion
The first half of 2025 has marked a clear transformation in marketing trends across cosmetics, FMCG, and F&B sectors. All are pivoting toward multisensory experiences, emotional engagement, and personalized consumer journeys. To survive and thrive, businesses must adapt quickly, embrace innovative marketing mindsets, and fully leverage consumer data.
This aligns with Smartcom’s mission to support brands in crafting creative, relevant marketing strategies tailored to the expectations of the next-generation consumer.
Source: Advertising Vietnam
