vietnamese cosmetics report

Survey about cosmetics in Vietnam Q&Me is online market research provided by Asia Plus Inc Asia Plus Inc Makeup frequency (by income) 35% 30% 25% 32% 30% 28% 27% 25% 25% 23% 20% 20% 18% 14% 15% 10% 7% 13% 14% 8% 6% 5% 2% 1% 3% 2% 4% 1% 0% Every day 4-6 times/week 2-3 times/week All Once/week Up to 7,5 million Less than once/week Only when I have something special I not make up Above 7.5 million Nearly 30% of the respondents make up everyday while 23% makes up only for special occasions Besides there are 25% that not make up at all Q: How often you makeup? SA Makeup frequency (by age) 40% 36% 34% 35% 30% 28% 23% 23% 23% 25% 20% 25% 19% 16% 14% 13% 15% 15% 10% 7% 6% 7% 5% 2% 3% 1% 2% 2% 3% 0% Every day 4-6 times/week 2-3 times/week Once/week All 20-29 Less than once/week Only when I have something special I not make up 30-44 The older respondents (more than 30 years old) tend to make up more frequently Q: How often you makeup? SA Makeup occasions (by income) 90% 80% 70% 79% 72% 64% 63% 56% 60% 54% 51% 50% 38% 40% 38% 31% 29% 30% 21% 20% 24% 17% 25% 21% 15% 10% 10% 0% Party Office/School Dating All Up to 7,5 million Hang out with male friends Hang out with female friends Family gathering Above 7,5 million More than half make up for party and office/school Those who earn more than 7,5 million income per month make up more in these occasions Q: Please choose all the occasions that you usually make up? MA Makeup occasions (by age) 90% 80% 72% 76% 70% 70% 62% 56% 60% 49% 50% 49% 38% 40% 29% 29% 30% 32% 26% 24% 24% 24% 20% 15% 17% 12% 10% 0% Party Office/School Dating All Hang out with male friends 20-29 Hang out with female friends Family gathering 30-44 Respondents from 20 to 29 years old make up for dating more than older ones For office/ school it’s vice versa Q: Please choose all the occasions that you usually make up? MA Makeup items ownership 100% 90% 80% 70% 89% 79% 63% 62% 61% 60% 59% 58% 55% 51% 51% 50% 40% 30% 29% 32% 32% 29% 30% 31% 25% 48% 27% 45% 23% 15% 20% 42% 20% 16% 5% 10% 0% Lipstick Foundation Blusher Make up base Face powder Eyebrows Mascara BB cream Own Gloss Eye liner Eye shadow Concealer False eyelashes Use regularly Nearly 90% have and 80% use lipstick regularly, only 16% have false eyelashes and they even hardly use it Q: Please choose all the makeup items that you have? Q: Items you use regularly? MA Makeup duration (by income) 45% 41% 40% 34% 35% 29% 30% 26% 24% 20% 25% 20% 17%17%16% 15% 13% 12% 15% 10% 7% 4% 3% 4% 5% 8% 6% 1% 1% 1% 1% 1% 1% 31-40 minutes More than 40 minutes 0% 1-5 minutes 6-10 minutes 11-15 minutes All 16-20 minutes Up to 7,5 million 21-25 minutes 26-30 minutes Above 7,5 million 6-10 minutes is the most common makeup time, almost nobody make up for more than 30 minutes High income females make up longer than other Q: How long does it take for your makeup on average? SA Makeup duration (by age) 40% 34%34%34% 35% 30% 26% 24% 22% 25% 20% 15% 17% 19% 14% 14% 13%13% 10% 7% 4% 4% 5% 8% 7% 3% 1% 1% 1% 1% 1% 1% 31-40 minutes More than 40 minutes 0% 1-5 minutes 6-10 minutes 11-15 minutes 16-20 minutes All 20-29 21-25 minutes 26-30 minutes 30-44 There is no big difference in makeup duration between ages Q: How long does it take for your makeup on average? SA Makeup items spending (by income) 35% 32% 30% 29% 30% 25% 28% 26% 25% 20% 20% 18% 15% 13% 11% 10% 15% 10% 5% 6% 6% 6% 4% 3% 4% 3% 5% 1% 2% 3% 1% 0% Under 50,000 VND 50,001 - 100,000 100,001 - 200,000 200,001 - 300,000 300,001 - 500,000 500,000 - 700,000 700,001 VND VND VND VND VND 1,000,000 VND All Up to 7,5 million More than 1,000,000 VND Above 7,5 million 44% spends on cosmetics less than 200,000 VND monthly Those with lower income spend less Q: How much you spend on makeup items per month? SA Makeup items spending (by age) 40% 36% 35% 30% 30% 26% 25% 29% 26% 24% 23% 18% 20% 14% 15% 12% 11% 8% 10% 5% 8% 6% 6% 3% 3% 4% 4% 4% 0% 2% 1% 3% 0% Under 50,000 VND 50,001 - 100,000 100,001 - 200,000 200,001 - 300,000 300,001 - 500,000 500,000 - 700,000 700,001 VND VND VND VND VND 1,000,000 VND All 20-29 More than 1,000,000 VND 30-44 80% of under 29-year-old females spend less than 300,000 VND per month, while nearly 40% females who are over 30 years old spend more than that Q: How much you spend on makeup items per month? SA Purchase places 40% 38% 37% 35% 30% 25% 20% 15% 10% 22% 25% 22% 19% 18% 11% 17% 14% 12% 8% 6% 14% 5% 5% 4% 12% 11% 5% 9% 5% 0% Place to buy Place to buy the most Respondents buy makeup items mostly at department store and super market Q: Where you buy makeup items? MA Q: Where you buy makeup items the most? SA 7% 4% 3% Online purchase 100% 90% 80% 34% 40% 46% 70% 55% 52% 45% 48% 30-44 Up to 7,5 million 60% 50% 40% 30% 66% 60% 54% 20% 10% 0% All 20-29 Yes Above 7,5 million No Half of respondents bought makeup items recently, this figure is higher among young females (under 29 years old) and females with high income (more than 7,5 million/month) Q: Have you bought makeup online in the past months? SA Important factors 80% 74% 70% 60% 52% 50% 50% 40% 30% 20% 10% 35% 23% 19% 17% 10% 6% 5% 3% 2% 2% 2% 0% Country of origin is the most important factor for making purchase decision, follow by price and brand Q: Please choose factors that are important when you purchase makeup items? MA Information source 60% 56% 50% 43% 40% 33% 28% 30% 24% 24% 22% 18% 20% 16% 10% 4% 3% Parents Instagram 0% Friends Facebook Website Shop staff Web community Youtube Magazine TVCF Friends and Facebook are the most important information sources Q: Where you get information about makeup? MA Newspaper Online information source 45% 40% 42% 41% 39% 35% 30% 25% 20% 15% 23% 18% 18% 16% 12% 12% 10% 5% 3% 4% 5% 2% 0% Respondents usually update information about makeup on Eva.vn, Phunutoday and brand website Q: Please choose the online sites that you use to update information about cosmetics? MA Youtube preference 100% 90% 19% 16% 24% 80% 70% 60% 50% 62% 63% 65% 40% 30% 20% 10% 23% 18% 12% 0% All 20-29 No I watch it irregularly when I have time 30-44 I watch it regularly More than 80% respondents watch Youtube, 20-29-year-old respondents watch more frequently Q: Do you watch Youtube to get makeup information? SA Youtubers preference Michelle Phan (8,741,397 subscribers) Bethany Mota (10,282,474 subscribers) Nam Trung Quỳnh Anh Shyn (211,137 subscribers) Pony (1,787,621 subscribers) Changmakeup (347,996 subscribers) Michelle Phan is the most popular makeup artist on Youtube among Vietnamese Q: Who are the Youtubers that you refer to for makeup information? FA Makeup brand preference Best makeup brand 15% Ohui Maybelline 14% Luxurious makeup brand Maybelline Essance: 10% Lancome MAC 10% L'oreal L'oreal 10% MAC TheFaceShop 9% Shiseido Lancome 9% Chanel Pond's 7% 16% Ohui 15% 13% 11% 9% 8% 7% TheFaceShop 6% Makeup brand for me 20% Maybelline Pond's 15% TheFaceShop 11% Essance 10% Ohui 9% 7% L'oreal 6% MAC Shiseido 5% Shiseido 5% Olay 5% Lancome 5% Olay 4% Pond's 4% Oriflame 5% Oriflame 3% Essance 4% Olay Vichy 3% Dior 4% Innisfree 0% 5% 10% 15% 20% 25% 0% 5% 10% 15% 20% 25% 4% 3% 0% 5% 10% 15% 20% 25% Ohui is the best and also the most luxurious makeup brand by respondents It shows the link between price and quality in Vietnamese mindset However, when it comes to “brand for me”, respondents prefer Maybelline and Pond’s, less expensive brands Q: Which name comes up when you hear “best makeup brand”, “luxurious makeup brand”, “makeup brand for you”? FA Makeup items in bag 100% 90% 88% 80% 70% 60% 50% 40% 31% 30% 29% 21% 21% 20% 20% 20% 19% 19% 15% 16% 6% 10% 1% 0% Lipstick Gloss Face Foundation Eyebrows Make up powder base Nearly 90% bring lipstick in their bag Q: Which ones you usually bring in your bag? MA Mascara BB cream Blusher Concealer Eye liner Eye shadow False eyelashes Survey information •  Survey about makeup among Vietnamese females Nationwide •  Sample size: 360 (those who has the custom of making up) •  Respondent criteria: •  Female •  Age: 20 – 44 years old •  Conducted time: September, 2016 Q&Me – About Online Market Research Services Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality 1/3 of the competitor pricing Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection Respondent profiles Our strength is 16-39 years old and urban areas This is where most biz customers would like to research Active users by age Urban user ratio (top provinces) 31% 22% 18% 17% 49% 22% 78% 14% 8% 0% 8% 8% 8% 8% 7% 7% 7% 3% 1% 3%