Hair styling behavior survey among Vietnamese male

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

Methodology We let 456 people to send the photos and answer some questions about how to take care of their hairstyling.

Segmentation – Popular hairstyle in Vietnam

Segmentation – Popular hairstyle in Vietnam

Bang Hairstyle Pompadour Hairstyle

30% 25%

The section of hair that falls over the forehead. Can be combed down over the forehead, swept to the left or right

of the forehead.

The hair is brushed back or swept upwards from the face and secured

with styling product

Q. Please take the photo that let us understand your hairstyle clearly N=456

Segmentation – Popular hairstyle in Vietnam

Long taper Hairstyle Layer Hairstyle Short taper Hairstyle

Referred as graduation. The hair is left long

enough (>3cm) to comb on top and gradually tapers down close

around the ears and neck.

Natural haircut. Hair is cut in layers all over the

head with different length throughout the

hairstyle.

The hair is left long enough (1-2cm) to

comb on top. Hair at sides and back is cut as

short as possible

23% 14% 7%

Q. Please take the photo that let us understand your hairstyle clearly N=456

Bang Layer Long taper Pompadour Short taper

37%

21%

13%

19%

10%

30%

12%

23%

29%

5%

18%

12%

38%

21%

12%

30%

14%

23%25%

7%

16-19 20-29 30-39 All

• The hairstyle with a bang (over forehead or swept to the left or right side) is the most popular among 16-19.

• Bang and pompadour hairstyles are common among the 20s while long taper is used among the 30s.

Popular hairstyle in Vietnam (by age)

Q. Please take the photo that let us understand your hairstyle clearly N=456

Bang Layer Long taper Pompadour Short taper

26%

14%

21%

32%

7%

38%

12%

15%

27%

8%

29%

15%

25%24%

7%

31%

13%

20%

27%

7%

Hanoi (72)HCM (60)Others (323)All

• Bang hairstyle is preferred more in HCM than HN, while the ratio in HN is higher in terms of Pompadour haircut.

Popular hairstyle in Vietnam (by cities)

Q. Please take the photo that let us understand your hair style clearly N=456

Popular hairstyling brands in Vietnam

Popular Hair styling products

Hair wax and gel are used most commonly, followed by hair spray

Q. What type of hair styling products that you are using? N=456 (MA)

Hair wax; 32%

Hair gel; 33%

Hairspray; 16%

Hair mouse; 7%

Hair cream; 9% Pomade; 3%

Popular Hair styling products (by hairstyle)

10’s like hair wax while 30’s prefer mouse

Q. What type of hair styling products that you are using? N=456 (MA)

Hair wax Hair gel Hair mouse Hairspray Hair cream Pomade

Popular Brands (by product type)

Roman

o

X-Men

L'orea

l

Double

Rich

Gatsby TIG

I

Redke

n

Bumble

& B

umble

Nivea

Forest

Toni &

Guy

Galamy

By Vila

in

Reuze

l Pom

ades

Others

79%

19%15% 14%

9% 8% 7% 6% 6% 6% 4% 4% 3% 2%

12%

• Romano has the dominant popularity, followed by X-Men and L’oreal

Q. Please choose the hair styling brand that you are using now. N=456 (MA)

Popular Brands (by product type)

Roman

o

X-Men

L'orea

l

Double

Rich

Gatsby TIG

I

Redke

n

Bumble

& B

umble

Nivea

Forest

Toni &

Guy

Galamy

By Vila

in

Reuze

l Pom

ades

Others

• Romano has the dominant popularity in most categories• Some has pointed out the category that does not exists which shows the low

recognition and the misunderstanding of the category (e.g Gel vs Wax)

Q. Please choose the hair styling brand that you are using now. N=456 (MA)

Hair styling duration (by hairstyle)

• Average hair styling duration: 7.2 minutes• Pompadour requires more time due to its

sophisticated hairstyle.

1 - 2

minutes

3 - 5

minutes

6- 8 m

inutes

10 - 1

5 minu

tes

15 -

30 m

inutes

More th

an 30

minu

tes

Bang Layer Long taperPompadour Short taper All

Q. How long does it take for you to set your hair? (SA)

22%

15% 15%13%

10%5% 5% 4% 4% 3% 3%

• TVCF are the most influential information source• Recommendation is strong as well both from professional (beauty salon)

and friends

Q. How do you know about that hair styling brand? N=456 (MA)

Information Source (by age)

Use hair dressi

ng products

to re

-set

Re-set u

sing w

ater a

nd hands

Re-set u

sing h

ands o

nly

Do nothing

Others

Hair styling after wearing helmet

Re-use of hair dressing products accounts for 32%

Survey information

• Survey about male hairstyles and hairstyling products• Sample size: 456• Respondent criteria: Male

• 16-19: 107• 20-29: 281• 30-39: 68

• Area: Vietnam• Conducted time: May 19, 2016

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

17%

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

22%

0%1%

18%

31%

22%

14%

7%

3% 3%

1%

Stats Q&Me

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

Stats Q&Me

22%

51%

78%

49%

Top 6 provinces Others

Who we are (1) – Q&Me panelist

Due to the utilization of online, our service is best suited for the survey targeting 10’s – 30’s in urban areas

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