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

Provide the research services driven by the technogies

Our research solutions

Consumer research app

Admin platform

Traditional market research Collect surveys from online consumers Effective retail audit or data collection

Plan, Manage and Analyze data

Our advantage: Direct Panel Management

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

Our advantage – Quick with quality

Online is considered to be “cheap and bad” in general. Q&Me provides

several methods providing data with quality

Our quality score by SSI

FACT CONSISTENCY SCORE

97%

THOUGHT

CONSISTENCY SCORE

91%

STRAIGHT-LINER/ FLAT-

LINER SCORE

89%

SPEEDERS SCORE

97%

QUALITY CHECK SURVEY SPECIFICATION

N (Sample size) 300

IR (Incident rate) 100%

LOI (Lenght of Interview) 10 minutes

Success Criteria Overral score of 80% or higher

THE RESULTS

Overal score 93.5%

Average score

in the industry73%

(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection

Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.

Our quality assurance process

Questionnaire

based on the

exact profile

• Refined and very

derailed database

panel

Take out users

with irrelevant

replies

• Remove Fake

questions hit

users

• Remove

Contradicted

answer users

• Take out straight

answer users

Take out speed

users

• We count the

average median

time and take out

those who are

less than that

Manual check by

the experienced

researchers

• Our experienced

researchers will

check the

relevance as well

as open

comments

Re-assortment of

panelist priorities

• Based on the

survey results, bad

users are screened

out while prioritizing

those who return s

good feedbacks.

Contact Us

URL: http://www.qandme.net

Contact: info@qandme.net

Q&Me is operated by Asia Plus Inc.

Asia Plus Inc.

2nd Floor, Song Do Tower, 62A Pham Ngoc Thach Str., Disct. 3, HCMC

Tel. +84 839 100 043