All Things Beauty Vietnam (ATB VN), Unilever’s flagship beauty content platform, has been awarded Bronze in the “Brilliant Use of Search” category at The Drum Awards for Marketing APAC 2025. This is a recognition that reflects not only digital excellence, but also the power of smart, resilient strategy in a highly competitive space.
From Technical Hurdles to a Strategic Turnaround
In 2024, All Things Beauty Vietnam hit a critical juncture. A series of technical challenges—including image rendering issues and poor site crawlability—led to a steep decline in visibility and organic performance.
Instead of patching the problem, we went deep. We implemented a full CMS migration, enhanced core web vitals, added structured schema, and redesigned the site’s UX to be faster, cleaner, and more search-friendly.
Just as important was the strategic pivot toward a search-first content approach, focusing on evergreen topics aligned with what Vietnamese beauty consumers were actively looking for.
Real Results, Real Impact
Within a few months, performance turned around. Traffic and engagement rose, keyword rankings improved across high-value terms, and ATB VN’s Page 1 visibility grew significantly—especially for search queries like “Chăm sóc da” (skincare) and “Peel da là gì” (what is skin peeling?).
Perhaps most impressively, ATB VN’s Share of Voice in the beauty category surged, propelling the platform into the top two players in Vietnam’s digital beauty space. The brand didn’t just bounce back, it outpaced legacy competitors and redefined how Unilever connects with Vietnamese audiences online.
See the case study of All Things Beauty Vietnam.
“Following our success with All Things Hair, we’ve now won Bronze for Best in Search at The Drum Awards for our latest work with Unilever – All Things Beauty Vietnam! A massive congratulations to our talented team for their innovative work, and a heartfelt thank you to Unilever for their invaluable and continued partnership,” said Fe Husaint, Managing Director of Greenpark APAC.
ATB VN’s story is proof that when technology, content, and audience understanding work in sync, search becomes much more than discoverability. It becomes a gateway to cultural relevance and brand trust.
For marketers, strategists, and digital teams, it’s a reminder: Success isn’t just about ranking first, it’s about showing up with purpose when it matters most.
Want to build smarter digital strategies that drive lasting impact? Let’s talk!
