Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.

Survey about cosmetics in Vietnam

Makeup frequency (by income)

Q: How often do you makeup? SA

28%

7%

14%

2% 2%

23% 25%

32%

6%

13%

1% 4%

27%

18%

25%

8%

14%

3% 1%

20%

30%

0%

5%

10%

15%

20%

25%

30%

35%

Every day 4-6 times/week 2-3 times/week Once/week Less than once/week Only when I have something special

I do not make up

All Up to 7,5 million 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 do not make up at all.

Makeup frequency (by age)

Q: How often do you makeup? SA

28%

7%

14%

2% 2%

23% 25%

19%

6%

13%

3% 2%

23%

34% 36%

7%

15%

1% 3%

23%

16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Every day 4-6 times/week 2-3 times/week Once/week Less than once/week Only when I have something special

I do not make up

All 20-29 30-44

The older respondents (more than 30 years old) tend to make up more frequently.

Makeup occasions (by income)

Q: Please choose all the occasions that you usually make up? MA

72%

56%

38%

29% 24%

15%

64%

51%

31%

21% 17%

10%

79%

63%

54%

38%

21% 25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Party Office/School Dating Hang out with male friends

Hang out with female friends

Family gathering

All Up to 7,5 million 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.

Makeup occasions (by age)

Q: Please choose all the occasions that you usually make up? MA

72%

56%

38%

29% 24%

15%

76%

49% 49%

32%

24%

12%

70%

62%

29% 26% 24% 17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Party Office/School Dating Hang out with male friends

Hang out with female friends

Family gathering

All 20-29 30-44

Respondents from 20 to 29 years old make up for dating more than older ones. For office/school it’s vice versa.

Makeup items ownership 89%

63% 62% 61% 59% 58% 55% 51% 51% 48% 45%

42%

16%

79%

29% 32% 32% 29% 30%

25% 31%

27% 23%

15% 20%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lipstick Foundation Blusher Make up base

Face powder

Eyebrows Mascara BB cream Gloss Eye liner Eye shadow

Concealer False eyelashes

Own Use regularly

Q: Please choose all the makeup items that you have? Q: Items you use regularly? MA

Nearly 90% have and 80% use lipstick regularly, only 16% have false eyelashes and they even hardly use it

Makeup duration (by income)

17%

34%

24%

13%

4% 7%

1% 1%

17%

41%

20%

12%

3% 6%

1% 1%

16%

29%

26%

15%

4%

8%

1% 1% 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1-5 minutes 6-10 minutes 11-15 minutes 16-20 minutes 21-25 minutes 26-30 minutes 31-40 minutes More than 40 minutes

All Up to 7,5 million Above 7,5 million

Q: How long does it take for your makeup on average? SA

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

Makeup duration (by age)

Q: How long does it take for your makeup on average? SA

There is no big difference in makeup duration between ages

17%

34%

24%

13%

4% 7%

1% 1%

14%

34%

26%

13%

4%

8%

1% 1%

19%

34%

22%

14%

3%

7%

1% 1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1-5 minutes 6-10 minutes 11-15 minutes 16-20 minutes 21-25 minutes 26-30 minutes 31-40 minutes More than 40 minutes

All 20-29 30-44

Makeup items spending (by income)

Q: How much do you spend on makeup items per month? SA

3%

11%

30%

26%

18%

6% 4%

2% 4%

13%

32%

25%

15%

6%

3% 1% 1%

10%

29% 28%

20%

6% 5% 3%

0%

5%

10%

15%

20%

25%

30%

35%

Under 50,000 VND 50,001 - 100,000 VND

100,001 - 200,000 VND

200,001 - 300,000 VND

300,001 - 500,000 VND

500,000 - 700,000 VND

700,001 - 1,000,000 VND

More than 1,000,000 VND

All Up to 7,5 million Above 7,5 million

44% spends on cosmetics less than 200,000 VND monthly. Those with lower income spend less

Makeup items spending (by age)

Q: How much do you spend on makeup items per month? SA

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

3%

11%

30%

26%

18%

6% 4%

2%

6%

14%

36%

24%

12%

3% 4%

1% 0%

8%

26% 29%

23%

8%

4% 3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Under 50,000 VND

50,001 - 100,000 VND

100,001 - 200,000 VND

200,001 - 300,000 VND

300,001 - 500,000 VND

500,000 - 700,000 VND

700,001 - 1,000,000 VND

More than 1,000,000 VND

All 20-29 30-44

Purchase places

Q: Where do you buy makeup items? MA Q: Where do you buy makeup items the most? SA

38% 37%

25% 22%

19% 17%

14% 14% 12% 11%

9% 7%

18%

22%

11% 12%

8% 6% 5% 4% 5% 5% 4% 3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Place to buy Place to buy the most

Respondents buy makeup items mostly at department store and super market

Online purchase

Q: Have you bought makeup online in the past 6 months? SA

54% 66%

45% 48% 60%

46% 34%

55% 52% 40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All 20-29 30-44 Up to 7,5 million Above 7,5 million

Yes 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)

Important factors

Q: Please choose 3 factors that are important when you purchase makeup items? MA

74%

52% 50%

35%

23% 19% 17%

10% 6% 5% 3% 2% 2% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Country of origin is the most important factor for making purchase decision, follow by price and brand

Information source

Q: Where do you get information about makeup? MA

56%

43%

33%

28%

24% 24% 22% 18%

16%

4% 3%

0%

10%

20%

30%

40%

50%

60%

Friends Facebook Website Shop staff Web community

Youtube Magazine TVCF Newspaper Parents Instagram

Friends and Facebook are the most important information sources.

Online information source

Q: Please choose the online sites that you use to update information about cosmetics? MA

42% 41% 39%

23%

18% 18% 16%

12% 12%

3% 2%

4% 5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Respondents usually update information about makeup on Eva.vn, Phunutoday and brand website.

Youtube preference

Q: Do you watch Youtube to get makeup information? SA

18% 12%

23%

63% 65%

62%

19% 24% 16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All 20-29 30-44

No I watch it irregularly when I have time I watch it regularly

More than 80% respondents watch Youtube, 20-29-year-old respondents watch more frequently.

Q: Who are the Youtubers that you refer to for makeup information? FA

Youtubers preference

1

Michelle Phan (8,741,397 subscribers)

Bethany Mota (10,282,474 subscribers)

Quỳnh Anh Shyn (211,137 subscribers)

Nam Trung Pony (1,787,621 subscribers)

Changmakeup (347,996 subscribers)

Michelle Phan is the most popular makeup artist on Youtube among Vietnamese

2 3

4 5 6

Makeup brand preference

Q: Which name comes up when you hear “best makeup brand”, “luxurious makeup brand”, “makeup brand for you”? FA

3%

3%

4%

5%

7%

9%

9%

10%

10%

10%

14%

15%

0% 5% 10% 15% 20% 25%

Vichy

Oriflame

Olay

Shiseido

Pond's

Lancome

TheFaceShop

L'oreal

MAC

Essance:

Maybelline

Ohui

Best makeup brand

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.

4%

4%

4%

5%

6%

7%

8%

9%

11%

13%

15%

16%

0% 5% 10% 15% 20% 25%

Dior

Essance

Pond's

Olay

TheFaceShop

Chanel

Shiseido

MAC

L'oreal

Lancome

Maybelline

Ohui

Luxurious makeup brand

3%

4%

5%

5%

5%

6%

7%

9%

10%

11%

15%

20%

0% 5% 10% 15% 20% 25%

Innisfree

Olay

Oriflame

Lancome

Shiseido

MAC

L'oreal

Ohui

Essance

TheFaceShop

Pond's

Maybelline

Makeup brand for me

Makeup items in bag

Q: Which ones do you usually bring in your bag? MA

88%

31% 29%

21% 21% 20% 20% 19% 19% 15% 16%

6% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lipstick Gloss Face powder

Foundation Eyebrows Make up base

Mascara BB cream Blusher Concealer Eye liner Eye shadow

False eyelashes

Nearly 90% bring lipstick in their bag

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

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Respondent profiles Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research

17%

8% 8% 8% 8% 8% 7% 7% 7%

22%

0% 1%

18%

31%

22%

14%

7%

3% 3% 1%

<9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-

Stats Q&Me

Active users by age Urban user ratio (top 6 provinces)

22%

51%

78%

49%

Stats Q&Me

Top 6 provinces Others

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