Q&Me is online market research provided by Asia Plus Inc.
Vietnam cosmetics market 2019
Overview
Cosmetic and beauty care products have
penetrated more deeply into Vietnamese society
when the incomes rise. This lucrative market is
expected to register double-digit growth in the
near future.
To keep track of the habits and behaviors of
Vietnamese cosmetics users, the annual survey
about the Vietnam cosmetics market was run by
Asia Plus in Jan 2019, succeeded the two
surveys of the same topic from Jan 2018 and
Oct 2016.
The research was conducted to almost 500
females, from 16 to 39 years old nationwide.
Hightlight
Hightlight – Makeup products usage
Makeup frequency
Barriers for not wearing makeup
Makeup lovers Occasions to wear makeup
Popular makeup items Monthly spending on makeup
• 23-39 y/o;
• +20M VND income
30%
21%2%
33%
14%
Everyday
Once/week or moreoftenLess than once/week
Only when I havesomething specialI do not wear makeup
Half wear makeup at least once/week.
1. Party 2. Hangout
3. Dating 4. School/work
Own Use most
No.1
No.2
No.3
Lipstick Lipstick
Foundation Eyebrow products
Blush Foundation
Don’t know how to (32%)
Lazy (27%)
Skin sensitivity (24%)
Don’t know which products (17%)
Product quality concern (14%)
24%
38%
23%
8%7%
100,000 or below
100,001-300,000
300,001-500,000
500,001-700,000
>700,000
300,000
VND
The average monthly spending on
makeup products are 300,000 VND.
Highlight – Makeup usage trends
Makeup frequency
Monthly spending on makeup products
29%
26%
4%
25%
16%
Jan 2018
30%
21%
2%
33%
14%
Jan 2019
Everyday
Once/week or more often
Less than once/week
Special occasions only
I don't wear makeup
28%
23%
2%
23%
24%
Oct 2016
Daily makeup wearers have been increasing and non-makeup users decreasing over the years.
11%
63%
17%
5%4%
Jan 2018
24%
38%
23%
8%7%
Jan 2019
100,000 or below
100,001-300,000
300,001-500,000
500,001-700,000
>700,000
14%
56%
18%
6%6%
Oct 2016
300,000
VND
277,000
VND
284,000
VND
People are spending more on makeup products over the years.
27%
48%
14%
6%5%100,000 or below
100,001 - 300,000
300,001-500,000
500,001-700,000
>700,000
Hightlight – Skincare products usage
Skincare frequency
73% use skincare products once/week
or more often.
Barriers for not using skincare
Monthly spending on skincare
Popular skincare items
• 30-39 y/o;
• +20M VND income
Don’t know which products (32%)
Too busy (30%)
Skin sensitivity (18%)
Good skin already (16%)
Product quality concern (16%)
Half spend 100,001-300,000 VND
monthly.
43%
30%
6%
5%
16%
Everyday
Once/week or more often
Less than once/week
Special occasions only
I don't use skin careproducts
Skincare lover
Own Use most
No.1
No.2
No.3
Facial cleanser
Sunscreen Sunscreen
Face mask Face moisturizer
Facial cleanser
253,000
VND
Highlight – Skincare and makeup purchase
Popular cosmetics brands Popular shopping places
(58%) (55%)
(36%) (35%)
(35%)
Important purchase factors
Cosmetic shops (45%)
Supermarket (45%)
Brand stores (41%)
Online websites (34%)
Department store (34%)
Sources of information about cosmetic products
Country of origin (46%)
Not skin damaging (43%)
Price (42%)
Ingredients (39%)
Effect (38%)
63%
49%37% 35%
24% 23% 22% 19% 18%12%
11%
39%35%
14%Weekly
Monthly
Once/2-6 months
Less often
Hightlight – Online shopping for cosmetics
Online shopping usage
57% of cosmetics users have shopped
for cosmetics online.
Reasons for online shopping Reasons not shopping online
Frequency of online shopping Most frequent online shoppers Makeup items bought online
57%
84%
43%
16%
Online shopping Online shopping inlast 6mo
Yes No
Convenience (44%)
Better choice of products (43%)
Good price (40%)
No time to buy in stores (33%)
Good promotions (29%)
Quality concern (63%)
Fear of fake products (54%)
Bad/ untrustful information (37%)
Can’t see true product colors (32%)
Prefer to try products at stores (32%)
Among those who shop online for
cosmetics, 39% shop online monthly.
• 23-29 y/o;
• +20M VND income
1. Lipstick 2. Mascara 3. Lip gloss
4. Eyebrow products 5. Foundation
Highlight – Popular EC channels to shop for cosmeticsMost popular EC sites Social commerce
59%
43%40%
32%
17%
38%
18% 18%
9%
3%
shopee.vn Lazada.vn Facebook tiki.vn sendo.vn
Have used Use most
72%
28%
Social shopping usage
Yes No
94%
18% 12%
Facebook Zalo Instagram
Media in use
Makeup items to buy
1. Lipstick
4. Lip gloss3. Foundation 5. Mascara
2. BB Cream
72% cosmetic users have shopped for cosmetics on FB/ Zalo/
Instagram but Facebook is the most popular.
Makeup products usage
Makeup frequency
Half wear makeup at least once per week. A third wear makeup on a daily basis. 23-39,
wear makeup most often. Higher incomers wear makeup more often.
20%
33% 36%28% 32% 30%
24% 28%
42%14%
23%26%
23% 18% 22%
17%
22%
27%
2%
2%3%
3% 3% 1%
1%
3%
3%
41%
27%31%
35% 32% 32%
39%
34%
21%22%
14%6%
11% 15% 15% 18%13% 7%
16-22 23-29 30-39 HCM Hanoi Others <= 10M 10 - 20M > 20M
Makeup frequency by demographics
Everyday Once/week or more often Less than once/week
Special ocassions only I do not wear makeup
Q. How often do you wear make up? (N=480)
30%
9%
10%
2%2%
33%
14%
Makeup frequency
Everyday4-6 times a week2-3 times a weekOnce per weekLess than once/weekOnly when I have something specialI do not wear makeup
30%
9%
10%
2%2%
33%
14%
Makeup frequencyJan 2019
Makeup frequency change compared with previous years
The ratio of people who absolutely don’t wear makeup keeps decreasing over the years.
Daily makeup wearers also increase. Q. How often do you wear make up?
28%
7%
14%
2%2%
23%
24%
Makeup frequencyOct 2016
29%
11%
11%
4%4%
25%
16%
Makeup frequencyJan 2018
Everyday 4-6 times a week2-3 times a week Once per weekLess than once/week Special occasions onlyI don't wear makeup
View of makeup non-users
‘Don’t know how to do make up’, ‘Lazy to put on makeup’ and ‘Skin sensitivity’ are the top
reasons that prevent Vietnamese females from wearing makeup.
86%
14%
Makeup product usage
I don't wear makeup
I do wear makeup
Q. Why don't you wear makeup? (N=66)
32%
27%24%
17%14%
11% 9% 8% 6% 6% 5%
Don’t know how
to do makeup
Lazy toput on
makeup
Sensitiveskin
Don'tknowwhich
productsto use
Makeupproductquality
concern
Don'twant tospend
money onmakeupproducts
Makeupdamagesmy skin
I lookgood
withoutmakeup
Don'thave
enoughtime formake up
I don't likethe
feeling ofhaving
makeupon myskin
Others
Reasons for not wearing makeup
Makeup occasions
87%
61%
52% 51%43% 41%
21%
3% 1%
People wear makeup most often for ‘Party’, ‘Hang out
with friends’ and ‘Dating’.
Q. Please choose all the occasions that you usually make up (N=414)
Popular makeup items
94%
59% 59% 58% 56% 54% 54% 51% 51% 49% 46% 43% 43%
20% 19%16% 16%
1%
86%
23% 20% 22%26%
22% 21% 19% 20%14% 13%
20% 20%
5% 2% 2% 2%
Own Use regularly
People generally own a fair number of makeup items but lipsticks are used most
regularly, followed by eyebrows, foundation and mascara. Q. Plesae choose all the makeup items that you have/ Among those, which products do you use often? (N=414)
94%
59% 59% 58% 56% 54% 54%51% 51% 49%
46% 43% 43%
20% 19%16% 16%
91%
61%
57%58% 57%
55% 54%49%
55%
48%
54% 53%
20%
Own Jan-19 Own Jan-18
Changes in popularity of makeup items
Biggest changes are seen in BB/CC/DD cream (-10%), eyeliner (-8%) and lip gloss (-4%).
Q. Plesae choose all the makeup items that you have.
Popular makeup items by age
Except lipsticks widely used by all, 30-39 year-olds generally use more makeup items.
Concealer, cushion foundation are used popularly by 23-29 year-olds. Q. Plesae choose all the makeup items that you have/ Among those, which products do you use often? (N=414)
95%
54% 54%55% 55%
43% 42% 44%38%
49% 48%
41%
36%
10%
19%15% 14%
2%
94%
59%
53%
59%
52%52%
50%
58%52%
45%46% 46%
41%
21%24%
21% 19%
1%
93%
64%68%
60%59%
64%67%
50%
60%
52%
44% 43%
50%
25%
14% 12% 14%
1%
16-22 23-29 30-39
Carry-on makeup items
Lipsticks remain the most popular item for people to bring with them when going out.
Q. Which ones do you usually bring in your bag? (N=414)
88%
26%20% 20% 19% 17% 16% 14% 12% 12%
10% 10%5% 3% 2% 1% 1% 1% 2%
Time to put on makeup
Time spent to put on makeup increases slightly when compared to 2018. The common
length to put on makeup in 2019 falls between 6-20 minutes. Q. How long does it take for your make up on average?
8%
25%
26%
17%
6%
13%
3%2%
Makeup timeJan-19
12%
25%
22%
20%
8%
9%
2%1%
Makeup timeJan-18
1-5 minutes 6-10 minutes
11-15 minutes 16-20 minutes
21-25 minutes 26-30 minutes
31-40 minutes More than 40 minute
17%
34%24%
13%
4%7%
1%1%
Makeup timeOct-16
3%
11%
30%
26%
18%
6%
4% 2%
Monthly makeup spending Oct-16
2%
9%
23%
40%
17%
5%
3%1%
Monthly makeup spending Jan-18
Under 50,000 VND 50,000 VND - 100,000 VND
101,000 VND - 200,000 VND 200,001 VND - 300,000 VND
300,001 VND - 500,000 VND 500,001 VND - 700,000 VND
700,001 VND - 1,000,000 VND More than 1,000,000 VND
12%
12%
20%
18%
23%
8%
4% 3%
Monthly makeup spending Jan-19
Monthly spending on makeup products
The average monthly spending in 2019 is 300,000 VND, increasing from 277,000 VND in
2018. Q. How much do you spend on cosmetics on average a month?
300,000
VND277,000
VND
284,000VND
Monthly spending on makeup products by demographics
Average monthly spending for makeup of HCM is higher than other cities. Spending for
makeup also increases with income. Q. How much do you spend on cosmetics on average a month? (N=459)
300,000
202,000
360,000
319,000
359,000
287,000
250,000
215,000
287,000
442,000
Total 16-22 23-29 30-39 HCM Hanoi Others <= 10M 10 - 20M > 20M
(Unit: VND)
Celebrities with best makeup
1. Hồ Ngọc Hà
5. Song Hye Kyo
2. Mỹ Tâm
6. Ngọc Trinh
3. Hương Giang
7. Chang Makeup
4. Hari Won
8. Taylor Swift
Skincare products usage
Skincare frequency
Nearly half do skincare everyday, 73% use skincare products once/week or more often.
30-39 year-olds, with 20M+ VND incomes use skincare products more often.
43% 39% 43% 46% 42% 47%39% 37%
43%
30% 31%32%
27% 30% 28%31% 31%
29%
6%4%
4%10% 7% 5%
6%6%
8%4%
5%6% 5% 4% 6%
5%6%
2%22% 16% 11% 15% 16% 18% 21%14% 11%
16-22 23-29 30-39 HCM Hanoi Others <= 10M 10 - 20M > 20M
Skincare frequency by demographics
Everyday Once per week or more often
Less than once/week Only when I have something special
I do not use skin care products
Q. How often do you use skin care products? (N=480)
43%
7%15%
8%
6%
5%
16%
Skincare frequency
Everyday4-6 times a week2-3 times a weekOnce per weekLess than once/weekOnly when I have something specialI do not use skin care products
View of skincare non-users
‘Don’t know how which products are good for me’, ‘Too busy’ and ‘Skin sensitivity’ are the
top reasons that prevent Vietnamese females from using skincare products.
84%
16%
Skincare product usage
I don’t use skincare products
I use skincare products
Q. Why don't you use skincare products? (N=79)
32% 30%
18% 16% 16%
10% 9%
1%
Don't knowwhich
products aregood for me
I'm too busyfor doing skin
care
My skin issensitive/prone toallergy
My skin looksgood withoutany skin care
products
I concernabout skin
care productquality
I don't likethe stickinessof skin careproducts on
my skin
I don't wantto spendmoney onskin careproducts
Others
Reasons for not using skincare products
Popular skincare items
89%
67%
60%
54%
38%
23%
4%
81%
37%
22%
32%
19%
9%
1%
Facialcleanser(includingmake upremover)
Sunscreen Facial mask Facialmoisturiser
Facial oil orserum
Eye cream Others
Own Use regularly
Facial cleanser is the most popular bought and used
skincare item, followed by sunscreens.
Q. What are the items that you have bought/ use regularly - Skin care? (N=401)
Popular skincare items by age
Cleansers and sunscreens are equally used by all age
groups. Q. Among those, which ones do you use most often? - Skincare
93%
64% 65%
44%
28%
12%
3%
85%
70%
62% 60%
43%
30%
4%
89%
67%
54%56%
42%
25%
4%
Facialcleanser(includingmake upremover)
Sunscreen Facial mask Facialmoisturiser
Facial oil orserum
Eye cream Others
16-22 23-29 30-39
159,000
315,000
271,000
299,000
238,000
220,000
174,000
244,000
383,000
16-22 23-29 30-39 HCM Hanoi Others <=10M
10 -20M
> 20M
Average skincare monthly spending -By demographics (in VND)
9%
18%
26%22%
14%
6%
2%3%
Monthly skincare spending – Total
Under 50,000 VND 50,000 VND - 100,000 VND
101,000 VND - 200,000 VND 200,001 VND - 300,000 VND
300,001 VND - 500,000 VND 500,001 VND - 700,000 VND
700,001 VND - 1,000,000 VND More than 1,000,000 VND
Monthly spending on skincare products
The most popular spending range for skincare is 100,001-300,000 VND/ month. The
average monthly spending is 253,000 VND. Q. How much do you spend on cosmetics on average a month? (N=401)
253,000
VND
Cosmetic products purchase
Brands in use
58%55%
36% 35% 35%32% 30% 29%
26% 24% 23% 21%17% 17% 17% 16%
12% 11% 10% 10% 7% 7% 7% 6% 5% 5% 3% 3%
6%2%
-8%-5%
-12%-8%
3%7%
-1%2% 2%
-6% -6%-10%
0%
-8%-4%
-7%-9%
-2% -5% -3%1%
-2% -1% -1% 0% -1%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
Jan-19 Change vs. previous year
Top 3 most used brands are Pond’s, Nivea and Acnes.
Q. Please choose the beauty brands that you used to use / currently using (N=429)
Top 10 brands in use by demographics
3CE is extremely popular among 16-22 year-olds. Shiseido is especially popular among
high incomers.Q. Please choose the beauty brands that you used to use / currently using (N=429)
Pond's Nivea AcnesThe
FaceShopL'OrealParis
Maybelline Rohto Innisfree 3CE Shisheido
16-22 56% 52% 40% 30% 28% 26% 31% 37% 50% 14%
23-29 63% 53% 41% 39% 36% 34% 31% 32% 23% 27%
30-39 54% 59% 28% 35% 40% 34% 27% 20% 8% 29%
<= 10M 54% 55% 34% 25% 27% 26% 25% 27% 29% 11%
10 - 20M 58% 54% 36% 41% 38% 32% 30% 31% 27% 22%
> 20M 62% 56% 41% 46% 45% 41% 36% 29% 19% 45%
Favorite brand/ used most often
Pond's Nivea InnisfreeThe
FaceShopHada Labo Others L'Oreal Paris Ohui Shisheido
Total 20% 11% 10% 9% 6% 6% 4% 4% 4%
16-22 21% 9% 10% 5% 8% 6% 2% 2% 2%
23-29 21% 7% 15% 9% 5% 7% 2% 3% 3%
30-39 17% 16% 7% 12% 4% 4% 8% 7% 6%
<= 10M 25% 10% 11% 5% 4% 8% 4% 2% 2%
10 - 20M 15% 12% 9% 10% 8% 7% 5% 4% 5%
> 20M 16% 10% 10% 14% 4% 0% 3% 7% 6%
Innisfree is liked by 23-29 year-olds. 30-39 year-olds like Nivea, The Faceshop and
L’Oreal Paris. Q. Among those, which brand do you use most often? (N=429)
Top-of-mind brands
Best makeup
brands
Luxurious brands Affordable but good Brand for you
No. 1
No. 2
No. 3
No. 4
No. 5
(10%)
(9%)
(9%)
(9%)
(8%)
(11%)
(10%)
(8%)
(11%)
(7%)
(13%)
(9%)
(9%)
(9%)
(8%)
(12%)
(10%)
(9%)
(7%)
(7%)
Q. What name comes up when you hear <keyword>? (N=429)
Purchase places
45% 44%41%
34%32%
26%
18% 18% 17% 16%
10% 8% 7% 7%4% 1%
21%17% 16%
7%
11%9%
2%4% 4%
2% 3%1% 1% 2%
0%1%
Have shopped Shop most often
Cosmetic shops, supermarkets and brands’ stores are the most popular places to shop
for cosmetics. Q. Where have you shopped for cosmetics?/ Among those, where do you shop most often for cosmetics? (N=429)
Popular purchase places by demographics
Cosmetic (independent) shops are most popular among 16-22 y/o with 10M income or
lower. High income people often shop at department stores, brand stores or overseas.
Cosmeticshops
Supermarket Brand storeDepartment
storesOnline
websitesOverseas
Facebookshops
Drug stores,beauty stores
From friends Showrooms
Total 45% 44% 41% 34% 32% 26% 18% 18% 17% 16%
16-22 58% 44% 45% 29% 35% 17% 20% 24% 12% 12%
23-29 43% 47% 39% 40% 39% 27% 19% 19% 17% 21%
30-39 36% 41% 38% 33% 23% 31% 16% 12% 20% 14%
<= 10M 51% 45% 33% 27% 33% 20% 18% 22% 14% 9%
10 - 20M 41% 45% 45% 34% 33% 22% 16% 15% 22% 14%
> 20M 40% 42% 47% 47% 30% 40% 21% 15% 15% 29%
Q. Where have you shopped for cosmetics? (N=429)
Important factors when buying cosmetic products
44%43% 42%
41%38%
26% 26%
8% 8% 7%
3% 2% 2% 1% 1% 0% 0%
Vietnamese females care most about ‘Country of origin’, ‘Do not damage my skin’ and
‘Price’ factors. Q. Please choose up to 3 factors that are important when you purchase cosmetics items? (N=429)
Top 10 factors by demographics
Country oforigin
Do notdamage my
skinPrice Ingredients Effect
Productreviews
BrandFriends
recommendation
Scent Promotions
16-222 35% 43% 45% 41% 44% 29% 25% 8% 8% 8%
23-29 47% 47% 41% 43% 34% 25% 22% 5% 8% 7%
30-39 50% 39% 41% 38% 35% 25% 30% 10% 7% 7%
<= 10M 48% 46% 48% 39% 38% 23% 24% 7% 9% 7%
10 - 20M 42% 43% 43% 37% 39% 37% 18% 8% 7% 5%
> 20M 41% 36% 32% 47% 34% 19% 37% 9% 7% 9%
High incomers put more importance on ‘Ingredients’ and ‘Brand’. 16-22 year-olds care
more about the effect. 10-20M VND incomers care about product reviews. Q. Please choose up to 3 factors that are important when you purchase cosmetics items? (N=429)
Sources of information
Facebook Friends Website Youtube TVCShopstaff
Webcommunit
yMagazine
Newspaper
Instagram Zalo Parents Tik Tok Others
Total 60% 49% 36% 33% 24% 21% 21% 18% 17% 11% 8% 3% 3% 0%
16-22 67% 48% 39% 48% 20% 20% 15% 13% 11% 21% 2% 3% 4% 0%
23-29 63% 47% 36% 32% 32% 25% 27% 21% 24% 12% 11% 3% 3% 1%
30-39 51% 51% 33% 22% 20% 20% 20% 20% 16% 2% 10% 2% 1% 1%
<= 10M 63% 46% 32% 37% 21% 18% 15% 11% 14% 11% 5% 3% 2% 1%
10 - 20M 62% 46% 37% 28% 24% 21% 20% 21% 15% 10% 8% 1% 2% 0%
> 20M 53% 55% 40% 34% 28% 28% 32% 28% 26% 12% 11% 4% 4% 1%
Facebook, friends and websites are places where most people get information about
cosmetics. Youtube is popular among 16-22 year-olds. Q. Where do you get the information about cosmetics? (N=429)
Online websites as a source of information
Brandwebsite
Phunutoday.vn
eva.vn kenh14.vn ngoisao.net Elle.vn afamily.vnvnexpress.
net24h.com.vn Soha.vn ione.vn Others
Total 64% 40% 39% 25% 22% 20% 20% 17% 11% 10% 4% 6%
16-22 67% 22% 24% 22% 8% 16% 4% 10% 8% 6% 0% 6%
23-29 56% 50% 48% 33% 20% 26% 33% 22% 17% 17% 6% 4%
30-39 70% 46% 44% 20% 36% 18% 20% 18% 8% 8% 6% 8%
<= 10M 68% 29% 36% 19% 10% 14% 10% 10% 8% 7% 2% 7%
10 - 20M 58% 46% 44% 27% 13% 23% 25% 13% 6% 13% 2% 4%
> 20M 65% 48% 39% 33% 46% 26% 26% 30% 20% 13% 9% 7%
Brand websites are used as No.1 online site for information. Ngoisao.net and vnexpress
are popular among +20M VND incomers. Q. Please choose the online site that you use to update information about cosmetics? (N=153)
Online cosmetics shopping
Online cosmetics shopping usage
57% of cosmetic users have shopped online for cosmetics, among whom 83% have
shopped online for cosmetics in the last 6 months.
84%
16%
Online cosmetic shopping in last 6 months
Yes No
57%
43%
Online cosmetics shopping
Yes No
Q. Have you shopped for cosmetics online? (N=429)/ Have you bought makeup products online in past 6 month? (N=243)
Reasons for cosmetics online shopping
44% 43%40%
33%29% 28% 27% 26% 25%
21% 20%15% 14%
10% 9%
1%
People shop online for cosmetics for the sakes of ‘Convenience’, ‘Better choice of
products’ and ‘Good price’. Q. What are the reasons that you use online rather than in store? (N=243)
Reasons for not shopping online for cosmetics
63%
54%
37%32% 32%
22% 21%
12%9% 8%
4% 4% 4% 3% 3% 3% 2% 2% 2% 2% 1%
Trust-related issues are the first barriers that prevent customers from buying cosmetics
online. Top 3 are: quality concerns, fear of fake products and untrustful info. Q. What are the reasons that you do not buy them online? (N=186)
Frequency of online cosmetics shopping
Severaltimes/week
Once/week Once/2-3 weeks Once/month Once/2-3 months Once/6 monthsLess than once/6
months
Total 4% 7% 15% 24% 28% 7% 14%
16-22 5% 5% 19% 23% 23% 6% 19%
23-29 4% 12% 15% 21% 31% 7% 11%
30-39 3% 4% 12% 28% 29% 9% 16%
<= 10M 4% 3% 15% 22% 24% 4% 27%
10 - 20M 3% 7% 14% 22% 35% 12% 7%
> 20M 4% 13% 14% 28% 28% 8% 5%
Among those who shop for cosmetics online, most buy once per month or once every 2
or 3 months. Q. How often do you shop for cosmetics online? (including facebook) (N=243)
Devices for online cosmetics shopping
67%
55% 55%
44%
9% 9%
44%
20% 21%
13%
0% 1%
Smartphone(app)
Home PC Smartphone(browser)
Office PC Tablet device(browser)
Tablet device(app)
Use Use most
Q. Which devices do you use for online shopping? (N=243)/ Which device do you use
most often to shop for cosmetics? (N=243)
Smartphone (app) is No.1 popular way to shop online.
Monthly spending for online cosmetics shopping
Less than100,000 VND
100,001 -300,000 VND
300,001 -500,000 VND
500,001 -700,000 VND
700,001 -1,000,000 VND
1,000,001 -2,000,000 VND
2,000,001 -3,000,000 VND
3,000,001 andmore
I do not know
Total 19% 44% 16% 9% 3% 0% 0% 1% 7%
16-22 31% 45% 13% 3% 0% 0% 0% 0% 8%
23-29 11% 41% 20% 10% 6% 1% 0% 2% 10%
30-39 20% 49% 13% 12% 3% 0% 0% 1% 3%
HCM 19% 40% 15% 10% 6% 1% 0% 3% 6%
Hanoi 18% 49% 19% 8% 2% 0% 0% 0% 4%
Others 21% 44% 14% 7% 1% 0% 0% 0% 13%
<= 10M 24% 50% 13% 2% 0% 0% 0% 0% 10%
10 - 20M 20% 43% 13% 14% 3% 0% 0% 0% 6%
> 20M 11% 38% 22% 12% 8% 1% 0% 4% 4%
Nearly half spend between 100,001-300,000 VND monthly for shopping cosmetics online.
Q. How much do you spend for online shopping of cosmetics a month? (N=243)
Makeup items bought online
Lipsticks, mascara and lip gloss are the most online bought makeup items.
74%
32% 30% 29% 29% 29% 28% 28% 27% 27% 25% 25%
18%
9% 9% 7% 5% 3%
Q. Please choose all the makeup items that you bought online. (N=243)
Online brand assocication
Brands with strong online image
No. 1
No. 2
No. 3
No. 4
No. 5
(13%)
(11%)
(10%)
(9%)
(6%)
Online stores to shop for cometics
No. 1
No. 2
No. 3
No. 4
No. 5
(26%)
(24%)
(12%)
(3%)
(3%)
Q. What brand name comes up when you think about 'online shopping for cosmetics'? What online store name comes up when you think about 'online
shopping for cosmetics’? (N=236)
Online shopping sites for cosmetics shopping in last 6mo
59%
43% 40%
32%
17%
9% 8% 7% 7% 5% 5%4% 4% 3% 3% 3% 3% 2% 2% 2% 2%
38%
18% 18%
9%3% 4%
1% 1% 0% 1%
Shopped Shop most often
Shopee, Lazada, Facebook and Tiki are the 4 most used sites for online cosmetics
shopping. Q. Where did you buy cosmetic products in the last 6 months?/ Which site do you buy most often? (N=204)
Social commerce of cosmetics
72% cosmetics users have shopped for cosmetics on social media. Among those,
Facebook is the most popular site.
72%
28%
Social shopping usage
Yes No
Q. Do you shop for cosmetics on Facebook/ Zalo/ Instagram? (N=243)/ Which site do you shop online for cosmetics most often? (N=176)
94%
18%
12%
Facebook Zalo Instagram
Media in use
93%
2%
5%
Favorite site to use
Facebook Zalo Instagram
Makeup items to buy on social commerce
66%
23% 22% 22% 20% 19% 19%16% 16%
14% 14% 14%
7%3%
Lipsticks, BB/CC/DD cream and foundations are the most bought makeup items on social
commerce. Q. Plesae choose all the makeup items that you bought on Facebook/ Zalo/ Instagram? (N=176)
Female, 100%
Gender
16-22, 32%
23-29, 35%
30-39, 33%
Age
HCM, 34%
Hanoi, 33%
Others, 33%
City
Respondents profile (N=480)
6%
1%
2%
2%
3%
4%
4%
5%
10%
29%
35%
Others
Marketing
Engineer / Developer
Service
Factory worker
Shop staff
Sales
Teacher
Consultant / Accountant
University student
Office clerkOccupation
12%
30%
26%
31%
Higher than 30,000,000
15,000,001-30,000,000
7,500,001-15,000,000
7,500,000 or lower
HHI
Q&Me – About Online Market Research Services
Enhanced Service 3: Business survey
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Traditional market research Collect surveys from online consumers Effective retail audit or data collection
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Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 300,000 members as of Sept, 2017
0%1%
18%
31%
22%
14%
7%
3% 3%1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City
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QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
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THE RESULTS
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Average score
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