Survey about cosmetics in Vietnam

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Makeup frequency (by income)
35%
32%
30%
30% 28%
27%
25% 25%
25% 23%
20%
20% 18%

14% 14%
15% 13%

10% 8%
7%
6%
5% 4%
2% 3% 2%
1% 1%

0%
Every day 4-6 times/week 2-3 times/week Once/week Less than once/week Only when I have I do not make up
something special

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.

Q: How often do you makeup? SA

Makeup frequency (by age)
40%
36%
34%
35%

30% 28%
25%
25% 23% 23% 23%

19%
20%
16%
14% 13% 15%
15%

10% 7% 6% 7%

5% 3%
2% 1% 2% 2% 3%

0%
Every day 4-6 times/week 2-3 times/week Once/week Less than once/week Only when I have I do not make up
something special

All 20-29 30-44

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

Q: How often do you makeup? SA

Makeup occasions (by income)
90%
79%
80%
72%
70% 64% 63%
60% 56% 54%
51%
50%
38% 38%
40%
31%
29%
30% 24% 25%
21% 21%
17%
20% 15%
10%
10%

0%
Party Office/School Dating Hang out with male Hang out with female Family gathering
friends friends

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.
Q: Please choose all the occasions that you usually make up? MA
Makeup occasions (by age)
90%

80% 76%
72%
70%
70%
62%
60% 56%
49% 49%
50%
38%
40%
32%
29% 29%
30% 26% 24% 24% 24%
17%
20% 15%
12%
10%

0%
Party Office/School Dating Hang out with male Hang out with female Family gathering
friends friends

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.

Q: Please choose all the occasions that you usually make up? MA
Makeup items ownership
100%
89%
90%
79%
80%

70% 63% 62% 61% 59% 58%

60% 55%
51% 51% 48%
50% 45%
42%
40% 32%
32% 30% 31%
29% 29% 27%
30% 25% 23%
20%
20% 15% 16%

10% 5%

0%
Lipstick Foundation Blusher Make up Face Eyebrows Mascara BB cream Gloss Eye liner Eye Concealer False
base powder shadow eyelashes

Own Use regularly

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

Q: Please choose all the makeup items that you have? Q: Items you use regularly? MA
Makeup duration (by income)
45%
41%
40%
34%
35%
29%
30%
26%
25% 24%
20%
20% 17%17%16%
15%
15% 13%
12%
10% 8%
7%
6%
4% 3% 4%
5%
1% 1% 1% 1% 1% 1%
0%
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

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
Q: How long does it take for your makeup on average? SA
Makeup duration (by age)
40%

34%34%34%
35%

30%
26%
24%
25% 22%
19%
20% 17%
14% 14%
15% 13%13%

10% 8%
7% 7%
4% 4%
5% 3%
1% 1% 1% 1% 1% 1%
0%
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

There is no big difference in makeup duration between ages

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

Makeup items spending (by income)
35% 32%
30%
30% 29%
28%
26%
25%
25%
20%
20% 18%
15%
15% 13%
11%
10%
10%
6% 6% 6%
4% 4% 5%
5% 3% 3% 3%
1% 2%
1%
0%
Under 50,000 VND 50,001 - 100,000 100,001 - 200,000 200,001 - 300,000 300,001 - 500,000 500,000 - 700,000 700,001 - More than
VND VND VND VND VND 1,000,000 VND 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

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

Makeup items spending (by age)
40%
36%
35%
30%
29%
30%
26% 26%
24% 23%
25%

20% 18%
14%
15% 12%
11%
10% 8% 8%
6% 6%
4% 4% 4%
5% 3% 3% 3%
2%
0% 1%
0%
Under 50,000 50,001 - 100,000 100,001 - 200,000 200,001 - 300,000 300,001 - 500,000 500,000 - 700,000 700,001 - More than
VND VND VND VND VND VND 1,000,000 VND 1,000,000 VND

All 20-29 30-44

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

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

Purchase places
40% 38% 37%

35%

30%
25%
25% 22% 22%
19%
20% 18% 17%
14% 14%
15% 11% 12% 12% 11%
8% 9%
10% 6% 7%
5% 4% 5% 5% 4%
5% 3%

0%

Place to buy Place to buy the most

Respondents buy makeup items mostly at department store and super market

Q: Where do you buy makeup items? MA Q: Where do you buy makeup items the most? SA
Online purchase
100%

90%
34%
80% 40%
46%
55% 52%
70%

60%

50%

40%
66%
30% 60%
54%
45% 48%
20%

10%

0%
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)

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

Important factors
80% 74%

70%

60%
52% 50%
50%

40% 35%

30% 23%
19% 17%
20%
10%
10% 6% 5% 3% 2% 2% 2%
0%

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

Q: Please choose 3 factors that are important when you purchase makeup items? MA
Information source
60% 56%

50%
43%

40%
33%
28%
30%
24% 24%
22%
18%
20% 16%

10%
4% 3%

0%
Friends Facebook Website Shop staff Web Youtube Magazine TVCF Newspaper Parents Instagram
community

Friends and Facebook are the most important information sources.

Q: Where do you get information about makeup? MA

Online information source
45% 42% 41%
39%
40%

35%

30%

25% 23%

20% 18% 18%

16%
15% 12% 12%

10%
4% 5%
5% 3%
2%
0%

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

Q: Please choose the online sites that you use to update information about cosmetics? MA
Youtube preference
100%

19% 16%
90% 24%
80%

70%

60%
62%
50% 63%
65%
40%

30%

20%

10% 23%
18%
12%
0%
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: Do you watch Youtube to get makeup information? SA

Youtubers preference

1 2 3

Michelle Phan Bethany Mota Quỳnh Anh Shyn

(8,741,397 subscribers) (10,282,474 subscribers) (211,137 subscribers)

4 5 6

Nam Trung Pony Changmakeup

(1,787,621 subscribers) (347,996 subscribers)

Michelle Phan is the most popular makeup artist on Youtube among Vietnamese
Q: Who are the Youtubers that you refer to for makeup information? FA
Makeup brand preference
Best makeup brand Luxurious makeup brand Makeup brand for me

Ohui 15% Ohui 16% Maybelline 20%

Maybelline 14% Maybelline 15% Pond's 15%
Essance: 10% Lancome 13% TheFaceShop 11%
MAC 10% L'oreal 11% Essance 10%
L'oreal 10% MAC 9% Ohui 9%
TheFaceShop 9% Shiseido 8% L'oreal 7%
Lancome 9% Chanel 7% MAC 6%
Pond's 7% TheFaceShop 6% Shiseido 5%
Shiseido 5% Olay 5% Lancome 5%
Olay 4% Pond's 4% Oriflame 5%
Oriflame 3% Essance 4% Olay 4%
Vichy 3% Dior 4% Innisfree 3%

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

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.
Q: Which name comes up when you hear “best makeup brand”, “luxurious makeup brand”,
“makeup brand for you”? FA
Makeup items in bag
100%
88%
90%

80%

70%

60%

50%

40%
31% 29%
30%
21% 21% 20% 20% 19% 19%
20% 15% 16%

10% 6%
1%
0%
Lipstick Gloss Face Foundation Eyebrows Make up Mascara BB cream Blusher Concealer Eye liner Eye False
powder base shadow eyelashes

Nearly 90% bring lipstick in their bag

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

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
Active users by age Urban user ratio (top 6 provinces)
31%

22% 22% 49%

18% 78%
17%
14%

8% 8% 8% 8% 8% 7%
7% 7% 7% 51%
3% 3%
1% 1%
22%
0%

<9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50- Stats Q&Me

Stats Q&Me Top 6 provinces Others

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