vietnamese cosmetics report

SA 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 re

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

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

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

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

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

Lipstick Foundation Blusher Make up

base powder Face Eyebrows Mascara BB cream Gloss Eye liner shadow Eye Concealer eyelashes False

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)

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

Makeup items spending (by income)

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

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

All 20-29 30-44

Place to buy Place to buy the most

Respondents buy makeup items mostly at department store and super market

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

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)

(1,787,621 subscribers)

Changmakeup (347,996 subscribers)

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

Makeup brand preference

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

“makeup brand for you”? FA

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

Luxurious makeup brand

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

Lipstick Gloss Face

powder Foundation Eyebrows Make up base Mascara BB cream Blusher Concealer Eye liner shadow Eye eyelashes False

Nearly 90% bring lipstick in their bag

Survey information

•   Survey about makeup among Vietnamese females Nationwide

•   Sample size: 360 (those w ho has the custom of making up)

•   Respondent criteria:

•   Female

•   Age: 20 – 44 years old

•   Conducted time: September, 2016

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