Brand Strategy

Vision LOCKED

Mission LOCKED

Brand Archetypes V2.1

COCKSTOCK follows the same archetype families as the most successful piercing and jewelry brands globally. No need to invent a unique position — following proven paths in a domestic market is the strongest strategy.

Core Values PENDING

Strategic Positioning V2.1

Three positioning pillars:

Reference Brands

Target Audience LOCKED

Competitive Landscape LOCKED

COCKSTOCK occupies the upper-right quadrant of the Vietnamese piercing market — highest price point combined with highest brand centrality (awareness + media coverage).

Key Competitors

V2 Differentiation

The "clinical and safe" narrative has been commoditized. COCKSTOCK's V2 differentiation:

• Fashion-beauty curated ear consulting — not just safe piercing
• Personalized ear stacking as a lifestyle discipline — the "Ear Destination" concept
• Premium sensory experience — Lover/Aesthete archetype
• Pioneer legacy + medical infrastructure — Rebel/Maverick credibility

Verbal Identity

Naming Convention LOCKED

Bilingual Strategy LOCKED

Vietnamese leads, English supports.

• Vietnamese is primary for all domestic social, in-store, Shopee communications
• Code-switching is natural for Gen Z Vietnamese audiences (e.g., "curated ear của bạn")
• English subtitles required on all video content
• Industry terms stay in English within Vietnamese content: rook, daith, titanium, helix, conch, tragus, flat, lobe
• English used for international-facing touchpoints, secondary display, and stylistic accents

Glossary LOCKED

Capitalization Rules LOCKED

ALL-CAPS

Brand name COCKSTOCK · Article/blog titles · Long-form headings (H2/H3) · Sub-titles · Piercing position labels · Photo annotations · Category headers · Nav items & buttons · Material badges · Hero headlines (contextual toggle with Title Case)

Title Case

Primary tagline ("Xỏ Xinh + Khuyên Đỉnh") · Hero headlines (contextual) · Shopee product names (naming formula TBD)

Sentence case

Default for body text · Social captions · FAQ content · Emails · Hashtags · Material callouts in prose

Social Media Special Rule

ALL-CAPS vs lowercase toggle based on mood — commanding/announcement energy = ALL-CAPS; casual/relatable/storytelling = lowercase/sentence case.

Messaging Tiers LOCKED

Tone of Voice PENDING

Visual Identity

Editorial Photography — COCKSTOCK Standard V2.1

Close-Face (CLOSE-FACE)

Soft lighting, visible skin texture (nền mỏng, tự nhiên, glowy). Hair away from ears. Muted wardrobe. 2-5 jewelry pieces per shot.

Mid-Halfbody (MID-HALFBODY)

Tank tops, bodysuits, open necklines. Wardrobe from local Vietnamese fashion brands (Gnien, ShopAnotherLine, Oula, AngelThriftShop).

Product Still Life

Dark warm backgrounds (burgundy velvet, lacquered surfaces). Single warm spotlight. Gold collection hero format.

Ear Macro + Content Formats

Left: Zodiac content (Gemini/Song Tu) — constellation overlay on curated ear. Right: Aqua CZ product scatter.

Color System LOCKED

Seasonal dynamic palette — the main color theme shifts quarterly following creative direction and trend listening. The neutral palette and key highlight colors (Orange, Champagne) remain constant year-round. Full seasonal palette of 35+ colors extracted from COCKSTOCK Figma Library.

Persistent Neutral Palette

Key Highlight Colors

Seasonal Warm Tones

Seasonal Cool Tones

Accent Colors (from Figma Library)

Plus 24+ additional accent colors across Neon Green, Neon Blue, Neon Yellow, Red (3 tints), Pink (3 tints), Green (3 tints), Teal (3 tints), Blue (3 tints), Purple (3 tints) in the Figma Library — these form the seasonal rotation palette.

Typography System LOCKED

Rule: Bigger font size = thinner weight. 42px uses Thin 100. 28px uses ExtraLight 200. 20px uses Light 300. Never use Bold/Black weights for display — those are reserved for thumbnails and graphic assets only.

Display Font — Dual Mood System

COCKSTOCK is a fashion brand with dynamic typographic needs. Two display typefaces serve two archetype voices — choose based on campaign mood, platform context, or creative direction:

Logo PENDING

Main logotype: COCKSTOCK · Alternative logotype: ♥︎PIERCING (same dimensions as main logotype, used for branding purposes)

Sub-Brand & Program Logos

CS AFTERCARE

CSFRIENDS

CS Aftercare: Aftercare department logo. Appears on all aftercare content/touchpoints. · CSFriends: KOL/KOC/models partner program logo.

Photography Types LOCKED

The main photography formats used across COCKSTOCK's operations and channels:

FLATLAY Product

All key angles (front, left, right). High sharpness — stones bright, metal clean, no scratches. Straight posts, round uniform ball ends, clean edges after background removal. Used for Shopee listings, FB product posts, TikTok product channel.

MIXSET Ear styling

Close-up of styled ear with multiple pieces. Jewelry styled by individual anatomy. Follow trending themes (color, shape, style). Include relatable positions (lobe, helix) alongside statement pieces. The signature COCKSTOCK format — drives the curated ear consulting positioning.

SEO reference: Curated ear stacking grid — 4 distinct styling compositions showing jewelry pairing across helix, conch, lobe positions. Gold and silver mixed-metal styling.

CATALOGUE — 4 Proximity Levels Model/lookbook

XS: Crop close to single piercing position. S: Close-up full ear, minimal face. M: Portrait of model. L: Shows outfit context. Priority: XS+S. Models: healthy, polished, modern beauty.

SEO reference: Catalogue proximity level M — portrait with multiple ear piercings visible, styled outfit context. Clean studio lighting, editorial grade.

CONCEPT / CREATIVE Seasonal

Art-directed shoots for seasonal themes. Creative flatlay with fabric swatches, mood props. Drives Instagram grid aesthetic and seasonal color rotation.

Photography reference — Position detail format: Left — Double Helix split comparison (blue CZ butterfly + lavender CZ studs). Right — Flat pairing with pink CZ theme (Helix+Lobe vs Conch+Lobe). Both demonstrate the "same model, different styling" comparison format used across SEO articles.

FEEDBACK / KOL Social proof

Customer feedback photos by position/combo. KOL collaboration with/without pricing. Weekly, monthly, seasonal roundups.

CS AFTERCARE INFOGRAPHICS 6 Zalo OA cards

6 illustrated educational cards sent to every customer via Zalo OA after piercing: VỆ SINH (cleaning), SƯNG (swelling), LỆCH (misalignment), BUMP (bump ID), CHĂM SÓC (care tips), XỎ RỐN/NHŨ (body piercing). Color-coded by topic. CS Aftercare branding.

Catalogue Photography Examples

On-ear styling at M and S proximity:

6 catalogue models showing M proximity standard. Diverse models, consistent production quality.

Concept / Campaign Photography

Blue series seasonal concept shoot:

Blue Series campaign: consistent studio backdrop, beauty-editorial lighting. Multiple piercings per model. Defines quarterly campaign shoot standard.

Mixset Close-Up Examples

XS proximity mixsets: gold floral theme, silver minimal constellation, detail close-up.

Video / Reels Types LOCKED

The main video formats across COCKSTOCK's digital funnel:

Feedback Photography Guide LOCKED

From internal SOP: "Hướng dẫn chụp Feedback." Customer feedback photos are a critical marketing asset — posted to @thichxokhuyen.

Shot List — Per Customer (8 photos minimum)

Quality Standards

Submission & KPI

Editorial Production

Fashion-editorial photography is COCKSTOCK's pivotal growth driver (Q1 2026 ROI confirmed). This chapter documents the quarterly production system.

3 Shoot Days Per Quarter V2.1

Art Direction Deck — Q2/2026 Example V2.1

Model Overview

Concept A — SENSITIVE

Keywords: Calming · Sensation · Lovable
Colors: Sage green, olive, warm cream
Output: 30-32 pics

Mode 1: Soft, Flat, Emotional
Mode 2: Soft, Sided

Concept B — SUMMER

Keywords: Vibrancy · Exuberant · Playful · Dynamic
Colors: Warm yellow, peach, golden green
Output: 25-27 pics

Mode 1: High-front, strong skin texture, high contrast
Mode 2: Soft, Flat
Mode 3: Direct Flash

Styling & Makeup

10 looks. Tank/bodysuit, sheer/breathable. Sources: Gnien, ShopAnotherLine, Oula, AngelThriftShop.

Makeup: Nền mỏng, tự nhiên, glowy. Hair: Must be away from ears — always.

Seasonal Color Palette — Q2/2026 V2.1

Seasonal colors layer on top of permanent brand palette (Orange #E66419, Champagne #CCAB6C, Black #0A0A0A, Sand #F5F0E8). They never replace core colors.

Short Video Production

87+ videos per quarter. This chapter contains actual production templates extracted from Q1 2026 operations (75-sheet tracker).

POV: Thợ Xỏ KOL — Scene Template HERO FORMAT

Xỏ Cận — Close-Up Piercing HIGH PRIORITY

ASMR-adjacent extreme close-up compilation. 3-4 customers, 15-30 seconds. Music: hyperpop/electronic (oklou, SOPHIE, Arca). Q1 feedback: increase brightness, rotate frame for vertical ear position.

Zodiac Series — Typography Specs TEMPLATE

Slay Day — Product Showcase TEMPLATE

Production Rules V2.1

Q1 2026 content calendar — Pre-Tết (blue) and Valentine (red) campaign periods mapped to 3-channel posting schedule.

Product Photography Production

Product photography covers Day 1 (stills/flatlay, no model) and Day 3 (mixset ear macro) of the quarterly shoot cycle. These assets feed e-commerce, social media product drops, catalog, and consultation tools.

Stills & Creative Flatlay (Day 1) V2.1

No model needed. Photographer + Art Director + Brand team (product styling). Output: catalog images, social assets, web banners, e-commerce shots.

Flatlay Formats

Left: Color-themed scatter (aqua CZ on light gray). Center: Dramatic warm still life (gold on burgundy velvet). Right: Luxury tray composition (reflective surface, warm spot). Three distinct product photography registers for different purposes.

Creative Prop Styling

Gold pieces on burgundy velvet bow — prop-driven creative flatlay. This format works for seasonal campaigns (Tet, Valentine, holiday gifting). Props must complement, never overpower the jewelry.

Production Rules — Stills

Mixset Ear Photography (Day 3) V2.1

Product on ears — macro compositions showing curated stacks. Each model gets multiple mixset configurations. This is the "ear-as-canvas" format — the most important product photography format for consultation and social content.

Ear Macro Standard

Left: Content-ready ear macro with zodiac overlay (Gemini). Right: Editorial close-face with curated ear + chain detail. Both show 3-5 products per ear clearly.

Production Rules — Mixset

Product Photography for 925 Silver & Titanium Lines V2.1

Product education format: hero macro + material callouts + flatback vs butterfly comparison + top variety grid + on-ear application. This format serves both e-commerce and social media education posts.

Content & Channels

Platform Map LOCKED

TikTok 2-Channel Strategy LOCKED

The two-channel TikTok strategy is intentional, not accidental. Each channel targets a different part of the conversion funnel:

Handle Governance LOCKED

Display name inconsistency across platforms (e.g., @cock.stock vs @cockstock, "Cockstock" vs "Xỏ Khuyên COCKSTOCK") is acknowledged as a non-issue. These are legacy verified handles that cannot and should not be changed. The ALL-CAPS COCKSTOCK naming rule applies to brand name usage in content, not platform handles.

Notable Content Performance LOCKED

The zodiac content series on TikTok drove exceptional engagement — one Aries video reached approximately 6.2M views. Content themes that consistently perform: zodiac-themed piercing recommendations, ASMR piercing process, K-pop idol ear inspiration (e.g., Jisoo), helix difficulty rankings, store tours.

Content Funnel Strategy (from Notion) LOCKED

Core funnel messages:

Media plan includes 3 key pinned Instagram posts + Reels ads. Media references for funnel content: STUDS, Maria Black, Mejuri.

CSFriends — Partner Program LOCKED

CSFriends is COCKSTOCK's KOL/KOC/models partnership program. A special commitment to providing partners maximum value and long-lasting friendship. The logo appears on all partner recruitment content and collaboration touchpoints.

Content Angles & Production Standards

Merged from former Content System chapter.

Content Angles Map LOCKED

Complete content architecture extracted from FigJam board (fileKey: BAhjUVnoIvIg5amy7E28yy). Each angle branches into specific formats with real post examples linked.

KHUYÊN (Jewelry Content)

XỎ (Piercing Content)

FEEDBACK Content

EDUCATION Content

MEME / ENTERTAINMENT

BRANDING

PROMOTION

CSR

Production Standards LOCKED

Photo Standards

Flatlay: All key angles (front, left, right). High sharpness, bright stones, clean metal surfaces — no scratches or dirt. Clear product structure. Straight posts, round uniform ball ends, clean edges after background removal. Must show product structure clearly.

Mixset: Clear product sharpness on ear. Determine best jewelry positioning based on individual ear anatomy before styling. Follow trending themes (color, shape, style). Include relatable positions (lobe, helix) alongside statement/highlight pieces.

Catalogue: 4 proximity levels (XS/S/M/L). Priority: XS + S. Models must reflect healthy, polished, modern beauty. When mixing jewelry: follow trending themes, include relatable positions, and add fashion-forward statement pieces.

Creative Flatlay: Styled product arrangement with props, mood lighting, and thematic composition. Separate standard from regular flatlay.

Concept: High-concept photoshoots with creative direction. Requires booking guidelines (pending).

Video Standards

Even lighting — not harsh from one side. Scripted — every video needs a brief. Real product interaction: hold, wear, demonstrate on actual ears/body. Multi-angle or rotation to show products from multiple perspectives. Purpose-driven: every video must connect to the quarterly content framework's goals, insights, and professional focus. Cast selection must match the insight/theme. Friendly, approachable personality.

Ratios: 9:16 (TikTok/Reels), 1:1 (Feed), 16:9 (Website).
Pacing: Fast for trends, medium for tutorials, slow for brand films.
Color: Bright, natural skin tones. Warm OK. Never desaturated.
Outro: Logo animation on all video.
Music: Licensed only. Trending for TikTok. Never aggressive/horror.

Thumbnail Standards

Facebook: Thumbnails required for long-form content only (short posts don't need them).
TikTok: Short keyword titles that emphasize key terms. Subtle vignette overlay + strategic title positioning to highlight the cast/subject. Font: Mallory Medium ALL CAPS + Fraunces 28pt Bold. Priority color tones: orange/yellow.

Instagram Feed Standards

Feed layout planning required before publishing. Theme transitions between sales periods/campaigns must be smooth. Highlights: insight-driven grouping (what content groupings drive the most engagement), 50/50 ratio brand-created content vs customer-generated content. Ear model database maintained for casting. Stories content follows the same 50/50 brand vs customer rule.

Photo Data Management

Standardized album naming conventions required. Clear folder structure for what each album contains and how files should be named.

Content Processes LOCKED

Research Process (4 steps):

1. Evaluate professional depth of the topic
2. Reference online sources — both domestic and international
3. Evaluate competitor approaches in the same market
4. Work with internal professional team via targeted questions

→ Output: prioritized list of insightful content to produce.

Content Building (3 steps):

1. Define key message / key concept / key insights
2. Determine channel + format
3. Build the content

Platform-Specific Rules LOCKED

Booking Guidelines PENDING

Knowledge Base

Needle vs Gun — Core Messaging LOCKED

XỎ KHUYÊN (Needle) COCKSTOCK method

Single-use US Precision needles, DuPont™ film coating. Hollow needle — jewelry threads through center immediately. Piercer controls angle by hand. Internal-threaded jewelry + flat labret. Can pierce ALL positions. Less tissue trauma → faster healing. COCKSTOCK piercers: 10,000-30,000+ piercings experience, epidemiology-trained.

US-imported Precision COATED needles with DuPont™ Dryfilm. 100% sterilized tools. Piercer controls angle by hand for anatomically precise placement.

BẤM KHUYÊN (Gun) Legacy method

Spring-loaded gun, blunt-force stud. High impact → more tissue damage. Cannot control angle. Cannot sterilize (plastic parts). Limited to lobe only. Must wear gun stud before switching to real jewelry.

COCKSTOCK: Only acceptable for children under 6 at lobe position. All other situations → needle.

Spring-loaded piercing guns: blunt-force trauma, cannot sterilize, limited to lobe. COCKSTOCK uses these only for children under 6 at lobe position.

Titanium F136 Technical Deep-Dive LOCKED

Jewelry Rejection (Đào Thải Khuyên) LOCKED

Surface piercings (navel, eyebrow, collarbone) have higher rejection risk. Factors: piercing type (shallow), genetics (family history), material quality (nickel alloys), body changes (weight). Early detection is key — contact COCKSTOCK if jewelry migrates outward. Not everyone experiences rejection, but if it happens once, future piercings at that site are likely to reject too.

Customer-Facing Piercing Knowledge LOCKED

Core knowledge topics communicated across all touchpoints. This is the foundational content that every team member, content creator, and customer-facing material must understand and reflect.

SEO article visuals: Left — "Lần đầu bạn xỏ khuyên, nên bắt đầu từ đâu?" beginner guide hero. Right — Ear position map showing 4 basic positions (Lobe, Upper Lobe, Helix) with illustrated diagram.

Needle vs Gun (Xỏ vs Bấm)

This is COCKSTOCK's foundational content strategy — every major article reinforces that needle piercing is superior to gun piercing. Piercing uses single-use, ultra-sharp US-imported Precision COATED needles with DuPont™ Dryfilm thermal lubricant coating. Unlike gun piercing which is difficult to angle accurately and creates strong impact force through blunt-force trauma, needle piercing is gentler, creates a clean channel, and allows the piercer to precisely adjust angles to match individual anatomy at each position. Combined with internal-threaded jewelry and flat labret backs for maximum comfort — flush fit, no snagging, better sleep.

Bump Knowledge

COCKSTOCK has become the authority on bump care in Vietnamese-language content. Bumps are relatively common post-piercing — small fluid-filled bumps forming around the piercing site that can recover naturally if identified and treated early. Key messaging:

• Bump is a normal healing response, not inherently dangerous
• Bumps can develop into hypertrophic scars if left untreated for too long
• Often confused with true keloids — keloids are actually very rare and are a genetic condition
• Treatment should only be performed by certified professionals at proper facilities — never recommend home squeezing/popping
• COCKSTOCK's 3-step home cleaning protocol: saline solution → Povidone Iodine (cồn đỏ/betadine) → monitoring
• Anything beyond basic care → route to COCKSTOCK's in-house medical team

Swelling Management

Post-piercing swelling is a normal physiological response and will subside gradually. Piercers use longer posts to accommodate anticipated swelling. Maintain cleaning with betadine (cồn đỏ) and saline solution. Betadine, in addition to antibacterial properties, creates a protective film layer when dry around the piercing site — this is particularly recommended by doctors for Vietnam's hot, humid, dusty climate. Can stop betadine after 7-10 days if the piercing is healing normally with reduced swelling. Abnormal symptoms (persistent pain, heat, throbbing, redness, discharge, pus) → immediately clean with betadine and contact COCKSTOCK's team via Zalo OA. Visit the nearest COCKSTOCK location or medical facility for examination, consultation, and medication if needed.

Material Guide

Titanium F136 ASTM: Highest safety rating. Biocompatible — the same material used in bone implants, dental implants, and iPhones. ASTM F136 certified with specific safety standards for implantation. APP-recommended for all fresh piercings. Non-reactive, hypoallergenic.

Gold (14K-18K): Investment-tier. Only 14K and 18K are safe for piercings — below 14K contains too many impurities that can cause reactions; above 18K is too soft and prone to damage which can harbor bacteria.

Medical Steel 316L: Affordable, widely available, diverse designs. Good for established/healed piercings. Contains trace nickel which can cause sensitivity in some individuals.

18K Gold/Platinum Plated Alloy: Budget-friendly, most variety in designs. Plating can wear over time. Recommended for healed piercings only — not for fresh piercings.

Position-by-Position Visual Guide LOCKED

Master reference: "XỎ TAI NÂNG CAO" — 8 advanced cartilage positions mapped: (1) Industrial, (2) Rook, (3) Daith, (4) Tragus, (5) Flat, (6) Conch, (7) Snug, (8) Anti-Tragus. Paired with COCKSTOCK editorial model (blue backdrop, wet-hair editorial). This complements the basic 4-position map (Lobe, Upper Lobe, Helix) from the beginner guide.

SEO article imagery organized by piercing position — the visual reference library for content creators, piercers, and customer-facing education.

Ear Anatomy Types

Content insight: COCKSTOCK teaches anatomy-aware consulting — "Vành tai cụp" (folded/closed rim, female example) vs "Vành tai mở" (open rim, male example). Different ear anatomies suit different positions and jewelry types. This is a key differentiator in the consulting experience.

HELIX Family

Helix cover — Fraunces display type, yellow annotations, position arrows. Standard SEO article cover format: model portrait + position callout.

Left — Annotated ear showing Forward Helix, Double Helix, and Lobe positions with gold jewelry. Right — Forward Helix close-up (XS proximity) with yellow dotted annotation.

Left — 4-panel variant guide: Forward Helix, Hidden Helix, Double Helix (x2 examples). Right — "HELIX MIX" styling guide: Double Helix (butterflies), Mid Helix (chain), Helix Chain, Helix Studs. Consistent COCKSTOCK ♥PIERCING footer branding.

FLAT

Left — Flat position cover: Fraunces display "Flat!", model with multiple piercings including nose ring, lavender background, 149K/1 lỗ pricing. Right — 4-panel: đeo khuyên mặt đá nhỏ, đeo khuyên xích thả, phối Flat với Helix + Lobe, phối Flat với Conch + Lobe.

CONCH (extended)

"CONCH MIX — Gợi ý phối xỏ Conch" — 4 numbered variations showing diverse conch jewelry styles across gender. Consistent with Helix Mix format: numbered panels, COCKSTOCK ♥PIERCING footer, champagne/gold border.

DAITH

Left — Daith pairing guide: Daith + Lobe (gold bow chain) vs Daith + Helix + Flat (silver CZ constellation). Right — Daith cover: position callout at 149K, main image + close-up panels showing double daith. Pink/rose gold color palette for this position.

ROOK

Left — Rook cover: "XỎ TAI SỤN KÉP" (double cartilage piercing), lavender background, yellow annotations, COCKSTOCK branded. Right — "Hidden Rook" variant with gold curved barbell + chain drop CZ dangle — a statement jewelry position.

Left — 4-panel Rook guide: Phối Rook với Lobe + Helix, Phối Rook với Flat, đeo khuyên vòng mini, đeo khuyên vòng thả charm. Right — Rook styling split showing two CZ compositions. Content insight: Rook is positioned as a "hidden gem" — visible only from certain angles, appeals to the "subtle but intentional" aesthetic.

Hidden Rook 4-grid: gold chain drops, silver star chain, gold curved with CZ, emerald + bow compositions. Same red-hair model across all — maintains visual consistency for position education.

LOBE

Lobe cover — Fraunces display "LOBE", COCKSTOCK ♥PIERCING branded. Triple lobe with blue CZ studs + double helix CZ hoops. Dark moody editorial tone.

Left — Lobe benefits infographic: "Ít đau" (low pain, soft tissue), "Mau lành" (fast healing, 1-3 months), "Dễ tùy biến" (highly customizable, multiple combo layouts by anatomy). Right — Two arrangement philosophies: "Kiểu tam giác" (triangle formation) vs "Theo vành tai" (following the ear contour).

Left — 4 named lobe arrangement patterns: Vertical Lobe, Triangle Lobe, Zigzag Lobe, Custom Lobe. Right — "LOBE MIX" 4-panel styling guide following the standard COCKSTOCK format.

Content insight: Lobe + Helix combination guide showing 3 styled examples with detail circle insets and position annotations (Vertical Helix, Triple Lobe, Helix). Demonstrates the cross-sell consulting approach — lobe customers upsold to helix positions.

TRAGUS

Left — Tragus pairing strip: "Phối Tragus với Lobe + Helix" on 2 models (blue CZ + lavender CZ), showing M+S proximity. Right — "TRAGUS MIX" 4-panel: butterfly CZ, flower stud, industrial cross combo, heart hoop. COCKSTOCK ♥PIERCING branded. Content insight: Tragus is always shown paired with Lobe — never alone. This is the consulting upsell in action.

BODY — Eyebrow

Eyebrow position strip — 5 jewelry variations (curved barbell, horseshoe, CZ horseshoe, decorative, captive ring) shown on the same male model. COCKSTOCK ♥PIERCING branded. Product callouts with white circular isolation.

NOSE — Nostril + Septum

Left — "Nose Piercings / Mũi" cover: Fraunces display, Nostril (180K) + Septum (270K) pricing, both positions shown on one model with yellow dotted annotations. Right — Nostril close-up with XS proximity inset circle.

Left — Nostril jewelry types: "Khuyên thẳng L cong, L thẳng" (L-shaped/straight nose studs) + "Khuyên vòng đeo Nostril" (nose ring/hoop). Right — Lifestyle editorial: blue-hair model with multiple piercings (ear + nose + lip), plus close-up panels showing "Khuyên cong chữ C" (C-ring) and "Khuyên vòng đeo Septum" (decorated septum ring).

BODY — Navel (Rốn)

Left — Navel piercing infographic: "Thời gian thay khuyên 1→2 tháng, lành hoàn toàn 3→6 tháng." Tip: "Kiểu xỏ này hợp với các bạn có phần da phía trên vành rốn không quá mỏng." Directs to Zalo for free pre-consultation with photo assessment. Right — Jewelry detail: "Flaring Ribbon" CZ bow design + on-body styling with product inset circle.

Left — Street-style lifestyle shots: navel piercing integrated with fashion (crop tops, low-rise jeans). Right — Customer feedback grid showing real healed navel piercings. Content insight: COCKSTOCK treats navel as a fashion-lifestyle position, not a body modification — same aspirational visual language as ear content.

SEO Article Visual System — Pattern Analysis: Each position follows a 4-image formula: (1) Cover image — model portrait + position callout + pricing in Fraunces display type; (2) Detail image — XS/S proximity showing jewelry options with annotations; (3) Mix image — 4-panel numbered styling variations with COCKSTOCK ♥PIERCING footer; (4) Pairing image — split-screen showing position combined with complementary positions. Color palettes shift by position/season. This system should be replicated for all remaining positions (Tragus, Rook, Snug, Industrial, Nostril, Septum, etc.).

Ear Position Visual References

SEO reference: Left — Helix piercing position guide with male model, yellow annotation. Right — Hidden Helix (forward helix) with curated gold jewelry styling. Both show XS–S proximity for position identification.

SEO reference: Left — Conch position detail cards showing pain level (★★☆☆), jewelry change (1-3 months), full healing (3-9 months). Right — Conch pairing combinations: Conch + Lobe (female) and Conch + Lobe + Helix (male).

Pain & Comfort

Experienced piercers with APP safety certification and epidemiology training — each COCKSTOCK piercer has 10,000-30,000+ piercing experience. Ultra-sharp US-imported Precision needles create minimal tissue trauma. Internal-threaded jewelry with flat labret backs provide flush fit against the skin — no protruding ball to snag on hair, pillows, or clothing. Adjustable post lengths (6.5-8mm) to accommodate different ear thicknesses. Every body and every position is different — COCKSTOCK never promises a pain-free experience but focuses on making it as comfortable as possible.

SEO reference: "MỨC ĐAU VỊ TRÍ XỎ TAI" — Color-coded pain chart. Green (ít đau/low): Lobe. Yellow (đau vừa/moderate): Upper Lobe, Helix. Orange (khá đau/higher): Industrial, Rook, Daith, Tragus, Flat, Conch, Snug, Anti-Tragus.

Healing Timelines

Varies significantly by position and individual biology. Cartilage piercings (helix, conch, tragus, rook, flat, daith) take considerably longer than soft tissue (lobe). Average aftercare period: 3-5 months. Downsize appointment recommended at approximately 1 month post-piercing — this shortens the post to fit the now-reduced swelling, improving comfort and reducing snagging risk. First jewelry change must follow COCKSTOCK's protocol — consult the FAQ page or Zalo OA team before attempting independently.

"Ăn Kiêng" Myth-Busting

Multiple articles debunk the Vietnamese folk belief that you must avoid certain foods (beef, eggs, sticky rice, seafood) after piercing. COCKSTOCK's position: proper hygiene matters, not diet. This is a significant trust-building differentiator in the Vietnamese market where this myth is deeply ingrained. The message: "eat normally, clean properly."

Content Example — Instagram Post: Diet After Piercing

This carousel format demonstrates COCKSTOCK's education content pattern: editorial concept photo (lifestyle mood) → myth-bust with clear messaging → practical advice with creative product-in-food styling → positive closing with actionable tips. Note the use of Fraunces Soft for headlines and Mallory Compact for body text on the sage green panels.

Bump — Complete Knowledge Base LOCKED

Bump is among the most searched topics in Vietnamese piercing culture. COCKSTOCK's position as the authority on bump education is a key trust-building differentiator. Source: cockstock.com.vn/tat-tan-tat-ve-bump

What is Bump?

A fluid-filled lesion causing the epidermis to rise into a blister-like pocket. Common with piercing — especially nose, cartilage, and navel piercings. Most bumps are natural healing responses, not scars. Early intervention leads to full recovery without antibiotics.

Bump Stages

Common Causes

Prevention Guidelines

What to Do When Bump Appears

COCKSTOCK's Bump Authority Positioning

COCKSTOCK is the first piercing studio in Vietnam to offer dedicated medical aftercare with licensed nurses and doctors. This is a key competitive advantage: the bump article drives significant organic search traffic and positions COCKSTOCK as the trusted authority on piercing complications in the Vietnamese market.

Piercing Position Knowledge Base LOCKED

Comprehensive piercing position reference from the COCKSTOCK Catalogue ("CS Earscape"). Each position guide includes: real photography, anatomical labeling, pain level (★), jewelry change timeline, and full healing timeline.

Position Overview Maps

Left: CS Earscape — 3 ear zones (Upper/Middle/Lower). Right: Illustrated map with all 12 positions.

Lobe & Upper Lobe (Xỏ Thịt Mềm)

Helix Family (Xỏ Sụn Vành Tai)

Advanced Ear Positions

Body Piercing Positions

Material Education & Jewelry Types

Professional Knowledge Requirements LOCKED

All COCKSTOCK team members — piercers, content creators, sales staff, customer service — must understand:

• Piercing anatomy: unique characteristics and anatomy of each piercing position
• Materials: properties, categories, proper usage, and limitations of each material tier
• Techniques: piercing processes, equipment used, and related safety protocols
• Risks: common industry risks (bump, misalignment, swelling, scarring, rejection/migration)
• Trends: current and emerging piercing fashion trends globally and domestically
• Aftercare: cleaning protocols, downsize timing, jewelry change timing
• Brand knowledge: all COCKSTOCK services, products, and competitive advantages (USPs)

Education Content Tone LOCKED

Piercing Service

Piercing Services — Full Pricing LOCKED

Kids Piercing — Sensitivity-First

All-in packages include US-imported Precision needles, initial jewelry, and lifetime aftercare access. Pricing starts at 99K VND — deliberately positioned as accessible for students.

Ear Curation & Style Consulting PENDING

Hot Mixset — Curated Ear Styling Examples

From the COCKSTOCK catalogue — curated multi-piercing combinations used for style consulting and social content:

Ear curation example — Chain jewelry: "Lobe 1 ♥ Mid Helix" and "Lobe ♥ Helix" chain connections. This jewelry type physically links two positions, making the curated ear a unified composition rather than separate piercings. A key differentiator in the consulting experience.

Service Standards LOCKED

Piercing Team

Certified medical team (nurses + doctors). Each piercer has 10,000–30,000+ piercing experience. APP (US Association of Professional Piercers) standard certification with epidemiology training. Disease screening at intake for every customer.

Equipment & Facilities

Equipment branding: Left — Precision Needles (USA) product box. "Kim xỏ 1 lần, tráng nhiệt với 1 lớp phim trơn DuPont." Right — 3-tier sterilization system: Đèn UV-C Philips (air sterilization in piercing rooms), Máy Hấp Statim 2000E (124-134°C tool autoclave), Tủ UV Fatz (sterile storage for unused tools).

Precision COATED needles — imported from US, single-use, sealed, DuPont™ Dryfilm thermal coating. Statim 2000-E autoclave (dental-grade, 124–135°C). Ultrasonic cleaning equipment. Philips UVC air purifiers for room disinfection. 10 piercing rooms across 4 locations.

SEO reference — 3 Service Pillars: "Xỏ Êm" (Gentle Pierce) — US Precision needles with DuPont™ coating. "An Tâm" (Peace of Mind) — Statim 2000E autoclave + UV sterilization. "Chăm Khéo" (Skilled Care) — professional medical team + spa-grade studio.

Consulting SOPs LOCKED

Standardized processes from internal training documents. Two parallel tracks: piercing consulting and jewelry sales consulting.

Customer FAQ Scripts LOCKED

Standardized answers to the most common customer questions — from internal "THẮC MẮC THƯỜNG GẶP" training document. These scripts define COCKSTOCK's voice in face-to-face interactions.

Customer Journey LOCKED

The piercing experience follows a structured 4-step journey designed to ensure informed consent, personalized service, and long-term satisfaction:

Services Agreement Forms LOCKED

Four agreement forms currently in use across all four stores. These are critical brand touchpoints — the most detailed printed collateral customers interact with.

Form Variants

Agreement Form Design

Top: v6 Pink (parents) front & service pages. Bottom: v5 English front, Aftercare registration form. Forms split into two halves — COCKSTOCK keeps one, customer keeps the other.

Special Considerations Screening

All forms include a health screening section. Six conditions flagged at intake:

Warranty Policy (from Agreement)

Service Experience (Before / During / After)

Page 2 of all agreement forms communicates the service experience in three phases:

Contact & Connectivity

Aftercare Service LOCKED

Aftercare is integrated into the Pierce pillar — it is not a separate business arm. 2 dedicated medical aftercare rooms (Tam Khương HN + CMT8 SGN). Zalo OA hotline for 24/7 remote consultation.

Aftercare Tiers

Service USPs LOCKED

Product & Shop

Product Design & Features LOCKED

S925 Silver & Titanium F136 — internal threading, flat labret design. Four key advantages: A. Implant-grade titanium body with mirror-polish finish; B. Internal threading for safe jewelry changes; C. Flat labret back for sleep comfort; D. CZ stone tops in S925/Titanium.

Material Tiers LOCKED

Material badges shown at 1:5 (H:W) safezone ratio for consistent alignment across all touchpoints.

SEO reference: Left — Silver/titanium jewelry close-up showing multiple hoop and stud variations at XS proximity. Right — Prime Grade Titanium product showcase grid with on-ear styling and retail pricing (75K–178K/pcs).

Jewelry Types LOCKED

Studs (thẳng) · Hoops (vòng) · Iced Studs (đá) · Dangle (xích/thả) · Icon Studs (trơn) · Cuffs (kẹp)

Hoop Sizing & Titanium Features

SEO reference: Hoop product education: on-ear close-up showing slim hoop + stud pairing, with isolated product showing 3 key callouts — "Độ hoàn thiện cao cấp" (premium finish), "Thân thẳng, xỏ mới đeo ngay" (straight post, wear immediately), "Titan F-136 an toàn tối đa" (maximum safety).

Collection Photography — Flatlay

Product flatlay style: neutral cream or pastel gradient backgrounds, scattered layout, sparkle effects. Left — Pink CZ collection (bows, hearts, butterflies, stars, chains). Right — Butterfly theme collection showing studs + hoop + chain variations. COCKSTOCK ♥PIERCING branded.

Content insight — "Floating product" format: Pastel gradient background (pink → lavender → mint) with on-ear circles and scattered product. This visual language is distinct from the on-ear photography and used specifically for Shopee/e-commerce product showcase and social media product drops.

Piercing Accessories LOCKED

Khuyên Giấu Lỗ (Piercing Retainers): Borosilicate glass labret retainers — transparent, nearly invisible on skin. 3 key features: (1) Thuỷ tinh Borosilicate siêu an toàn — safe borosilicate glass, (2) Dễ dàng giấu lỗ xỏ — easy to hide piercings for work/school, (3) Ngừa tịt lỗ — prevents hole closure. Shown at Forward Helix, Flat, and Lobe positions. "Trong suốt khó nhìn thấy" — transparent, hard to see. Product insight: This fills a critical market gap — Vietnamese students and office workers who need to conceal piercings.

Shopee Store LOCKED

Material Safety & Bump Prevention LOCKED

Material choice is directly linked to bump prevention. Nickel content in fashion alloy jewelry is the primary irritant causing post-piercing bumps. COCKSTOCK's material hierarchy is designed to minimize complications:

Product USPs LOCKED

700+ SKUs across 4 material tiers. Direct-from-manufacturer sourcing for competitive pricing. Internal-threaded labrets with flat-back design as a proprietary comfort feature. Adjustable post lengths (6.5-8mm) for all ear thicknesses.

Jewelry Sizing Guide by Position LOCKED

From COCKSTOCK's sizing guide article — size recommendations vary by piercing position:

Shopee Product Naming PENDING

Product Strategy Archive PENDING

Aftercare

CS Aftercare is COCKSTOCK's dedicated aftercare department, led by doctors and licensed nurses. Not a sub-brand — it is a vital part of the "Xỏ Xinh" (Pretty Piercing) service vision. The CS Aftercare logo appears on all aftercare-related content and touchpoints.

Aftercare Philosophy LOCKED

COCKSTOCK's aftercare program is integrated into the Pierce pillar. It is not a standalone business unit or sub-brand but a core operational function that reflects the brand's commitment to the full "Pretty Piercing" journey.

Aftercare Access Policy LOCKED

COCKSTOCK Piercing Customers

Free, unlimited aftercare — no time limit, no session limit. Includes: Zalo OA remote consultation, in-store inspection, nurse/doctor-led deep assessment, downsize support (~1 month post-piercing), and full recovery companionship.

Non-COCKSTOCK Customers

50,000 VND per session. Previously free to all — policy changed because non-CS customers were seeking aftercare services without having pierced at COCKSTOCK. Each session requires a separate registration form (Aftercare v1). Covers:

For bumps >4mm or severe inflammation, COCKSTOCK provides consultation only — advising appropriate treatment direction.

Aftercare Facilities LOCKED

SEO reference — CS Aftercare Service Map: 4 quadrants — (1) "Thăm khám bởi Bác Sĩ, Y Tá" doctor/nurse examination for abnormal signs; (2) "Thay khuyên/vệ sinh/downsize chuẩn & dễ dàng" standardized jewelry change and cleaning; (3) "Hỗ trợ online nhanh chóng qua tổng đài Zalo" rapid remote support via Zalo OA; (4) "Quy trình chăm sóc tại COCKSTOCK" 3-step in-store care process (intake → inspection → deep consultation).

3-Step Cleaning Protocol LOCKED

The core aftercare protocol — taught in-store and reinforced via 6 CS Aftercare infographic cards sent to every customer through Zalo OA after piercing:

VỆ SINH LỖ XỎ — 3-Step Protocol CS Aftercare Card

Step 1 — RỬA TAY: Wash hands with soap. Wear medical gloves if possible. Ensure clean workspace and tools.

Step 2 — NƯỚC MUỐI: Soak cotton swab in saline. Clean both sides. Gently push jewelry to clean underneath. Do NOT pour saline directly on the piercing.

Step 3 — CỒN ĐỎ (Betadine): Soak cotton swab in betadine. Clean around surface. Leave a thin protective layer on both sides — barrier against dust and bacteria. Stop betadine after 7 days if healing normally.

TIP: Leave a thin betadine film on both sides — creates a protective barrier suited to Vietnam's hot, humid climate.

SEO reference: CS Aftercare 3-step cleaning protocol — Bước 1: Rửa tay. Bước 2: Nước muối sinh lý. Bước 3: Cồn đỏ (Betadine).

SƯNG — Swelling First Aid & Warning Signs CS Aftercare Card

Betadine for 7 days. If still swelling, continue + monitor 2-3 more days. Contact COCKSTOCK via Zalo OA if no improvement.

Sưng đau, giật ngoài lỗ xỏ: Inflammation — swelling, heat, redness, pain around the piercing. May indicate poor hygiene.

Có mủ trắng hay vàng đục: White/yellow pus = bacterial infection. Needs professional care.

Gồ lên tại lỗ xỏ: Raised bump = possible bump or hypertrophic scar from untreated bump.

VÌ SAO PHẢI DOWNSIZE? CS Aftercare Card

After piercing, longer posts (9-12mm) accommodate swelling. Once swelling subsides, excess post length causes shifting, snagging, tilting → irritation, bump, delayed healing. Downsize to 6-8mm at COCKSTOCK (free service).

TIPS XỎ RỐN, NHŨ & BỀ MẶT Body Piercing Care

Rốn: Loose clothing, no high-waisted pants. Mind posture when sitting/lying/exercising.

Nhũ & Bề mặt: Clean frequently — sweat and body secretions. Clean after every bath. Moderate exercise first week.

SEO reference: CS Aftercare navel piercing care — 8 lifestyle scenarios showing how to protect a healing navel piercing during daily activities.

Jewelry Handling LOCKED

Wearing Jewelry (Đeo Khuyên)

Removing Jewelry (Tháo Khuyên)

Misalignment (Lệch Lỗ Xỏ) LOCKED

4 Care Pillars (CHĂM SÓC) LOCKED

The 4-pillar care framework sent to every customer via Zalo OA:

Bump vs Keloid vs Hypertrophic Scar LOCKED

Recognizing Problems LOCKED

From the v6 Pink form's parent guide — signs that a piercing needs attention:

Action: Contact hotline 024-6865-2446 or Zalo COCKSTOCK immediately. For severe inflammation, remove the jewelry. For mild inflammation, leave a thin layer of betadine on both sides and monitor 3-5 days. Stop betadine when inflammation clears.

Bump vs Normal Healing

Not all swelling after piercing is a bump. Mild swelling and redness in the first few days is a normal immune response and will subside with proper care. A bump is identified when the swelling persists, forms a distinct nodule, or produces discharge beyond the initial healing window.

Home Care Protocol (from COCKSTOCK article)

Children's Aftercare (from v6 Pink) LOCKED

Special aftercare instructions for parents, from the "Chú Ý: Bé Mới Xỏ!" section of the Pink form:

SEO Content Architecture LOCKED

COCKSTOCK maintains 20+ published SEO articles on cockstock.com.vn forming an interconnected knowledge hub. Content strategy targets high-intent Vietnamese piercing search queries.

Published Article Index

SEO Content Strategy

Content Pipeline (Unpublished)

SEO Article Visual Library LOCKED

Complete visual asset inventory used across COCKSTOCK's 20+ published SEO articles on cockstock.com.vn. These images define the brand's visual language for educational content — combining medical authority with fashion-forward styling. All images follow the V2 palette: warm skin tones, yellow/orange text overlays (approx. #FFD700–#E66419), clean backgrounds, and close-proximity ear photography.

Position Education

Each position article uses a consistent visual formula: model portrait with position annotated (yellow circle + label) + ear close-up showing jewelry in situ. Bilingual labels (Vietnamese primary, English secondary).

HELIX — Male model, position annotation with yellow circle. ALL-CAPS bilingual title.

HIDDEN HELIX — Extreme close-up, gold jewelry, yellow arrow annotation. XS proximity.

CONCH — Side-by-side ears (gold + pink), pain rating + heal time data bar at bottom.

CONCH COMBOS — Male ears showing Conch+Lobe vs Conch+Lobe+Helix. Dotted position labels.

Pain & Position Maps

MỨC ĐAU VỊ TRÍ XỎ TAI — Green/yellow/orange traffic-light pain scale. Left ear = basic 4 positions, right ear = advanced 8 positions. Clean illustration style with jewelry icons.

XỎ TAI CƠ BẢN — Model portrait + illustrated ear diagram. Orange brand gradient background. Numbered positions: Lobe, Upper Lobe, Upper Lobe, Helix.

Beginner & Entry Content

LẦN ĐẦU BẠN XỎ KHUYÊN — Two models (blue hair + black bob), pastel blue background. Split-screen with question format: "Nên bắt đầu từ đâu?" White Fraunces typography. COCKSTOCK watermark bottom-right.

Curated Stacking & Styling

CURATED STACKING — 4-panel grid. Mix of lifestyle portrait (cap, industrial) + 3 extreme close-ups showing chain-drop, flower, star motifs. Mixed metals.

EDITORIAL MALE — Proximity level M. Rimless glasses, multiple ear piercings, layered fashion. Demonstrates gender-inclusive content strategy.

Service Pillars (Xỏ Êm · An Tâm · Chăm Khéo)

XỎ ÊM — Split-screen: model ear-touch + gloved hands holding Precision needle. Fraunces italic display title. Yellow ALL-CAPS specs: "KIM XỎ 1 LẦN NHẬP KHẨU MỸ / BỀ MẶT ĐƯỢC TRÁNG NHIỆT LỚP FILM TRƠN DUPONT™"

AN TÂM — Split-screen: Statim 2000E autoclave + full surgical instrument layout on sterile tray. Fraunces italic display title. Yellow ALL-CAPS temp range: "124-134°C"

CHĂM KHÉO — Split-screen: spa-grade piercing chair + piercing in progress with smiling model. Fraunces italic display title. Yellow ALL-CAPS: "ĐỘI NGŨ THỢ XỎ, BÁC SĨ, Y TÁ / CHUYÊN MÔN VỮNG CHẮC"

Needle vs Gun

NEEDLE — POSITIVE — Split: sterilized forceps + insertion close-up. White overlays with dotted connectors. COCKSTOCK + Love Piercing watermarks.

GUN — NEGATIVE — Disposable gun devices + gun being applied to ear. No COCKSTOCK branding. Used as counter-example in education content.

Product & Material

TITANIUM CATALOG — 6-panel grid: ear close-up + product silo. "PRIME GRADE titanium" badge. Pricing in VND (75K–178K/PCS). Gold + silver variants.

MATERIAL CLOSE-UP — Full ear shot showing silver titanium pieces across helix + conch + lobe. Pink detail insets at right. Product photography at XS proximity.

Aftercare Content

3 BƯỚC VỆ SINH LỖ XỎ — CS Aftercare branded triptych: Step 1 Rửa Tay (hand wash), Step 2 Nước Muối Sinh Lý (saline), Step 3 Cồn Đỏ (antiseptic). Orange banner with step labels.

KHUYÊN RỐN — NAVEL AFTERCARE — CS Aftercare branded. 8-panel lifestyle grid showing daily movement with navel piercing. Light blue border frames. Clean, body-positive imagery — diverse poses, casual clothing.

Operations

Consulting SOPs V2.1

Piercing Flow (6 Steps)

Jewelry Flow (6 Steps)

Cashier Process LOCKED

From "Quy trình thu ngân T8/2025" — standardized across all 4 locations.

Problem Resolution Protocols LOCKED

From "XỬ LÝ VẤN ĐỀ PHÁT SINH" — escalation order: Leader → Supervisor → Staff.

6 Golden Standards LOCKED

The "6 Tiêu Chuẩn Vàng" — a key piece of social content that demonstrates COCKSTOCK's operational philosophy. Uses emoji-anchored numbered lists, bold statements, a "myth → fear → reassurance" narrative arc, and closes with warmth.

V0.3 Operational Values LOCKED

Kids & Family Content Rules LOCKED

Booking Guidelines PENDING

Do's & Don'ts Master List LOCKED

This is designed as a living, growing list throughout the project. New rules are added as they are established.

Changelog

Version history for the COCKSTOCK Brand Guidelines. Current build: V2.1.1. Incremental versions (2.1.1 → 2.1.2 → 2.1.3) until a major revision triggers V2.2.

V2.1.1 — Optimizing CURRENT

Build date: 2026-04-05 · Status: In progress

V2.1 — Foundation DEPLOYED

Build date: 2026-04-04 · Status: Live baseline

V0.3 — Legacy (Notion) ARCHIVED

Status: Retired · Reference only