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Winona, a dermatology-focused skincare brand developed by Botanee Pharma, has entered the Vietnamese market through a collaboration with Elation, a distributor known for applying data and technology in e-commerce. The partnership comes as Vietnam’s skincare market undergoes a “clean-up,” with lower-quality products being removed and consumer expectations rising.
Dr. Dang Huu Phuc, a Chinese-trained dermatologist with Elation Vietnam, said demand for skincare—particularly sensitive-skin care and deep recovery—is expected to keep increasing in the coming years. He linked the trend to environmental pollution, work stress, modern lifestyles, and the prevalence of invasive cosmetic procedures. As incomes rise and consumers become more aware, demand is shifting toward mid- to high-end products, where items with clear scientific backing can stand out.
Winona is described as a dermocosmetics brand focused on sensitive skin, developed by Botanee Pharma and grounded in research. Dr. Dang Huu Phuc said he has observed Winona’s evolution from a dermatology research institute into a multi-billion-dollar conglomerate, supported by hundreds of scientific reports and studies, with presence across thousands of hospitals and recommendations by dermatologists for skin restoration.
He also highlighted Winona’s philosophy of “recovery from the root,” which aims to strengthen skin defenses from within rather than only addressing surface symptoms. The brand’s development considers Asian skin characteristics and uses local botanical ingredients, positioning it for relevance to Asian consumers, including Vietnamese customers.
Hà Kiều Oanh, Deputy General Director of Elation, said Elation was selected as a partner for three main reasons: a serious, research-driven approach; strong technology and data capabilities; and a deep understanding of local culture.
Elation said it uses a data-driven, platform-aware approach to consumer skin concerns in Vietnam, supported by market analytics that identify common skin issues by age and context.
Elation described technology as a foundational element rather than a late addition. It leverages market data through Metric, a data platform that aggregates and analyzes information to provide a comprehensive view of the market and identify gaps in mid- to high-end segments. The company also applies AI across research, compilation, and dissemination of dermatology content to support scientific accuracy while keeping information accessible to consumers.
In day-to-day operations, Elation said it uses multiple tech tools, including widely used platforms such as ChatGPT and DeepSeek, alongside proprietary tools developed in partnership with others. Metric and SmartBI are described as data assistants that connect information across channels into a unified system.
SmartBI is presented as a platform for improving advertising conversion. It supports centralized content storage, performance assessment of videos, and reuse of content across campaigns. The system also supports automation of ad operations, budget tracking, and flexible campaign expansion, with real-time dashboards and integrated reporting to improve transparency across teams.
Looking ahead, Dr. Dang Huu Phuc said Winona has three main goals: to support sensitive skin and provide deep recovery for consumers; to become a trusted dermatology-recommendation by medical professionals; and to raise public awareness of healthy skin.
To achieve these objectives, Elation said it will continue applying technology, data, and AI—including Metric and SmartBI—across market research, scientific content development, and commercialization. The company also plans to expand collaboration with advertisers and marketing partners to build a comprehensive sensitive-skin care ecosystem in Vietnam.
The Winona–Elation collaboration is expected to shape a distinct path for Vietnam’s skincare market by bringing an international brand into the country and by setting new standards for healthy skin, with science and technology supporting sustainable growth.
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