Vietnam cosmetics market 2020 Q&Me is online market research provided by Asia Plus Inc. Overview The cosmetic market has grown steadily by the limitless diversity of consumer aspirations and by innovation 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. 2020, succeeded the two surveys of the same topic from Jan. 2019 and Jan. 2018. The survey was conducted among 458 females, from over 16 years old nationwide. Summary How often do they make up? Less 28% 35% 34% frequent users 6% 10% 32% 23% 23% 5% Frequent users 16% 35% 36% 12% 16-22 23-29 30+ Every day Several times / week 1 / week or less Special occasions only Do not makeup Makeup frequency differs by age. More than half of 23 and above make up regularly Q. How often do you wear make up? When do they make up 6% Family gathering 34% 27% Travel 58% 38% Dating 68% 89% Party 79% 40% Hang out with friends 81% 5% Office/School 84% Less frequent users Frequent users The major makeup occasions for less frequent users are party. but not for the occasions such as office / school Q. Please choose all the occasions that you usually make up Popular cosmetic items (often use) Lipsticks Eyebrows Concealer Foundation Mascara 12% 33% 30% 28% 27% 67% 88% 70% 72% 73% Blush Makeup base Face powder BB/CC/DD cream Lip gross 25% 22% 22% 21% 19% 75% 78% 78% 79% 81% Lipsticks are the one that are used majority of makeup users. Other than lipsticks, the usage is less than 1/3. Q. Among those, which products do you use often? (Please pick up 5 products) Reasons not to makeup Non-make up users are the youth who does not know how to do the good makeups, or who do not spare their time for makeup I do not want to spend money on makeup 15% products I do not have enough time to do make up 17% I do not know which products are suitable 17% for me Makeup damages my skin 18% I am lazy to put on makeup 30% I do not like the feeling of having makeup 32% on my skin I do not know how to do makeup 43% *Very important=33%, important=58% Q.(out QuestionWhy of 4do criteria) not title you (N=XX) use skincare products? How often do they skin care? 23% 9% 7% 19% 21% 11% 24% 61% 62% 38% 16-22 23-29 30+ Every day Several times / week 1 / week or less Only when I have issues Do not makeup 60% of above 23 years old do skin care daily Q. How often do you skin care? Popular skin care items (often use) Facial cleaner Sunscreen Facial moisturiser Toner 23% 45% 37% 36% 55% 77% 63% 64% Facial oil or serum Facial mask Eye cream 13% 28% 25% 72% 75% 87% Facial cleanser (including makeup remover) is most commonly used followed by Sunscreen and moisturiser Q. Among those, which products do you use often? Reasons not to skin care Lack of knowledge is the reasons why they do not do skin care I do not like the stickiness of skin care 11% products on my skin I do not want to spend money on skin care 13% products I concern about skin care product quality 18% My skin is sensitive/ prone to allergy 20% I am too busy for doing skin care 30% I do not know which products are good for 32% me Q. Why do not you use skincare products? Information source Information source Popular online site for cosmetic 69% 49% 37% 48% 34% 36% 27% 30% 20% 23% 19% 19% 19% 14% Majority of the information source are online (Facebook, web, YouTube) Q. Where do you get the information about makeups? / Q. Please choose the online site that you use to update information about cosmetics? Important factors in purchase Rely on country of origin, ingredient to ensure the product quality Country of origin Ingredient Good for skin 49% 44% 42% Effect Price Review 36% 35% 32% Q. Please choose up to 3 factors that are important when you purchase makeup items Popular purchase locations 41% 39% 38% 38% 36% 24% 23% 15% 14% 13% 9% 9% Department stores and brand stores are the most popular places to shop for cosmetics. Q. Where do you buy cosmetic items? (N=399) Higher usage of online shopping Those who use online shopping to buy Popular online channel cosmetic products 61% 2019 59% 2020 27% 43% 43% 41% 40% 37% 32% 29% 73% 17%17% 57% 2019 2020 Shopee Tiki Facebook Lazada Sendo 73% have used EC to buy cosmetic products due to good pricing and rich reviews. EC becomes one of the most popular channels for cosmetics Celebrities with best makeup 1. Ho Ngoc Ha 2. Ninh Duong Lan 3. Ngoc Trinh 4. Hari Won Ngoc 5. My Tam 6. Chi Pu 7. Huong Giang 8. Sam Summary - Trend changes Cosmetics users increase Spending increase among Higher Online reliance among the youth the regular makeup users Online becomes one of the Those who makeup regularly Spending among the regular popular location to buy cosmetic among the youth (16 - 22 years make upper (once / week and items as well as the main old) increased rapidly. The more) increase by more than information source. Shopee, Tiki makeup behavior increased 10%. They are willing to pay and Facebook are the 3 biggest among the younger audience extra for the better quality and comfort. online channel Online usage ratio Daily makeup user ratio Monthly makeup spending (K VND) among 16-22 years old for cosmetic shopping 27% 460 27% 43% 19% 400 73% 57% 2019 2020 2019 2020 2019 2020 Summary - Trend changes More attention to the quality Wider variety of makeup Rely on more commercial ownerships products for skin care Vietnamese consumer get more Vietnamese used to rely on Skin are product also has more quality oriented. Country of origin lipsticks only but they came to varieties. Vietnamese tends to or ingredients are the items that use the other products for their use commercial products more they pay attention to, while price is makeups for their skin care or sun still important but less than before protection Important factors Popular makeup items Popular skincare items 2019 2020 2019 2020 75% 49% 33% 67% 66% 2019 2020 30% 60% 44% 44% 42% 28% 41% 26% 27% 49% 35% 23% 22% 38% 19% Sunscreen Facial mask Facial oil / Country of Ingredient Price Eye brows Concealer Foundation Mascara serum origin Detailed data Makeup products usage Makeup frequency Makeup frequency Makeup frequency by demographics 2% 3% 7% 3% 13% 8% 20% Everyday 27% 20% 35% 28% 34% 26% 13% 32% 6% 4-6 times a week 32% 28% 5% 4% 2% 38% 3% 2-3 times a week 31% 28% 4% 43% 32% 27% 33% 1% 26% Once per week 23% 32% 17% 2% 1% 10% 19% 16% Less than once/week 35% 36% 40% 30% 28% 31% 11% 25% 12% 13% 3%4% Only when I have something special 16-22 23-29 30+ HCM Hanoi Others <= 10M 10-20M > 20M I do not wear makeup Everyday Once/week or more often Less than once/week Special ocassions only 60% wear makeup at least once per week, in which 28% put makeup everyday. 30+ and higher income wear make up more often Q. How often do you wear make up? Makeup occasions People wear makeup most often for party, hang out with friends and dating Exercising/ Fitness/ Gym 6% Family gathering 22% Travel 44% Interview 47% Office/School 49% Dating 55% Hang out with friends 63% Party 83% *Very important=33%, important=58% Q.(out Please of 4 criteria)choose all the occasions that you usually make up? Popular makeup items 93% 88% 61% 60% 58% 57% 56% 55% 52% 51% 50% 49% 47% 42% 33% 30% 27% 28% 25% 28% 22% 22% 19% 21% 24% 15% 16% 18% 18% 17% 3% 3% 2% 2% Own Use regularly People generally own a fair number of makeup items but lipsticks are used most regularly, followed by eyebrows, concealer and foundation. Q. Please choose all the makeup items that you have? Among those, which products do you use often? (Please pick up 5 products) Popular makeup items by age 96% 93% 92% 61% 63%65% 64% 62%62% 63% 63% 60% 58% 57% 61% 52% 55% 55% 52% 55% 53% 53% 51% 47%51% 51% 53% 49% 48% 46% 47%49% 49% 45% 44% 44% 37% 36% 31% 26% 23% 22% 21% 20%21% 16% 16% 15% 16% 12% 11% 16-22 23-29 30+ Except lipsticks widely used by all, 30+ years old generally use more makeup items. Concealer, cushion foundation are used popularly by 23-29 year-olds. Q. Please choose all the makeup items that you have? Changes in popularity of makeup items 94%93% 61% 58%60% 59%58% 59%57% 56% 56% 55% 54% 54% 52% 51% 51% 49% 50% 51%49% 46%47% 43% 43%42% 24% 20% 19% 18% 16%18% 16%17% Jan 2019 Jan 2020 Biggest changes are seen in eyebrows (+5%) and cushion foundation (+7%) Q. Please choose all the makeup items that you have Monthly spending on makeup products Jan-18 Jan-19 Jan-20 7% 4% 3% 5% 9% 12% 9% 9% 8% 10% 17% 12% 11% 277,000 23% 300,000 432,000 VND 23% VND VND 15% 20% 20% 40% 18% 18% The average monthly spending in 2020 is 432,000 VND, increasing from 300,000 VND in 2019.