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Survey about cosmetics in Vietnam
Makeup frequency (by income)
Q: How often do you makeup? SA
28%
7%
14%
2% 2%
23%
25%
32%
6%
13%
1%
4%
27%
18%
25%
8%
14%
3...
Makeup frequency (by age)
Q: How often do you makeup? SA
28%
7%
14%
2% 2%
23%
25%
19%
6%
13%
3%
2%
23%
34%
36%
7%
15%
1%
3...
Makeup occasions (by income)
Q: Please choose all the occasions that you usually make up? MA
72%
56%
38%
29%
24%
15%
64%
5...
Makeup occasions (by age)
Q: Please choose all the occasions that you usually make up? MA
72%
56%
38%
29%
24%
15%
76%
49% ...
Makeup items ownership
89%
63% 62% 61% 59% 58%
55%
51% 51% 48%
45%
42%
16%
79%
29%
32% 32%
29% 30%
25%
31%
27%
23%
15%
20%...
Makeup duration (by income)
17%
34%
24%
13%
4%
7%
1% 1%
17%
41%
20%
12%
3%
6%
1% 1%
16%
29%
26%
15%
4%
8%
1% 1%
0%
5%
10%
...
Makeup duration (by age)
Q: How long does it take for your makeup on average? SA
There is no big difference in makeup dura...
Makeup items spending (by income)
Q: How much do you spend on makeup items per month? SA
3%
11%
30%
26%
18%
6%
4%
2%
4%
13...
Makeup items spending (by age)
Q: How much do you spend on makeup items per month? SA
80% of under 29-year-old females spe...
Purchase places
Q: Where do you buy makeup items? MA Q: Where do you buy makeup items the most? SA
38% 37%
25%
22%
19%
17%...
Online purchase
Q: Have you bought makeup online in the past 6 months? SA
54%
66%
45% 48%
60%
46%
34%
55% 52%
40%
0%
10%
2...
Important factors
Q: Please choose 3 factors that are important when you purchase makeup items? MA
74%
52% 50%
35%
23%
19%...
Information source
Q: Where do you get information about makeup? MA
56%
43%
33%
28%
24% 24%
22%
18%
16%
4% 3%
0%
10%
20%
3...
Online information source
Q: Please choose the online sites that you use to update information about cosmetics? MA
42% 41%...
Youtube preference
Q: Do you watch Youtube to get makeup information? SA
18%
12%
23%
63%
65%
62%
19%
24%
16%
0%
10%
20%
30...
Q: Who are the Youtubers that you refer to for makeup information? FA
Youtubers preference
1
Michelle Phan
(8,741,397 subs...
Makeup brand preference
Q: Which name comes up when you hear “best makeup brand”, “luxurious makeup brand”,
“makeup brand ...
Makeup items in bag
Q: Which ones do you usually bring in your bag? MA
88%
31% 29%
21% 21% 20% 20% 19% 19%
15% 16%
6%
1%
0...
Survey information
•  Survey about makeup among Vietnamese females. Nationwide
•  Sample size: 360 (those who has the cust...
Q&Me – About Online Market Research Services
Our Solution
Survey is conducted via mobile phone and the data is processed real-time
Affordable Quick High quality
Takes ...
Respondent profiles
Our strength is 16-39 years old and urban areas. This is where most biz customers
would like to resear...
Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
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Survey about cosmetics in Vietnam

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Nearly 30% of the respondents make up every day while 23% makes up only for special occasions. Besides, there are 25% that do not make up at all.

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Survey about cosmetics in Vietnam

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Survey about cosmetics in Vietnam
  2. 2. Makeup frequency (by income) Q: How often do you makeup? SA 28% 7% 14% 2% 2% 23% 25% 32% 6% 13% 1% 4% 27% 18% 25% 8% 14% 3% 1% 20% 30% 0% 5% 10% 15% 20% 25% 30% 35% 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.
  3. 3. Makeup frequency (by age) Q: How often do you makeup? SA 28% 7% 14% 2% 2% 23% 25% 19% 6% 13% 3% 2% 23% 34% 36% 7% 15% 1% 3% 23% 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% 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.
  4. 4. Makeup occasions (by income) Q: Please choose all the occasions that you usually make up? MA 72% 56% 38% 29% 24% 15% 64% 51% 31% 21% 17% 10% 79% 63% 54% 38% 21% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 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.
  5. 5. Makeup occasions (by age) Q: Please choose all the occasions that you usually make up? MA 72% 56% 38% 29% 24% 15% 76% 49% 49% 32% 24% 12% 70% 62% 29% 26% 24% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 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.
  6. 6. Makeup items ownership 89% 63% 62% 61% 59% 58% 55% 51% 51% 48% 45% 42% 16% 79% 29% 32% 32% 29% 30% 25% 31% 27% 23% 15% 20% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Lipstick Foundation Blusher Make up base Face powder Eyebrows Mascara BB cream Gloss Eye liner Eye shadow Concealer False eyelashes 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
  7. 7. Makeup duration (by income) 17% 34% 24% 13% 4% 7% 1% 1% 17% 41% 20% 12% 3% 6% 1% 1% 16% 29% 26% 15% 4% 8% 1% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 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 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
  8. 8. 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 17% 34% 24% 13% 4% 7% 1% 1% 14% 34% 26% 13% 4% 8% 1% 1% 19% 34% 22% 14% 3% 7% 1% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 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
  9. 9. Makeup items spending (by income) Q: How much do you spend on makeup items per month? SA 3% 11% 30% 26% 18% 6% 4% 2% 4% 13% 32% 25% 15% 6% 3% 1%1% 10% 29% 28% 20% 6% 5% 3% 0% 5% 10% 15% 20% 25% 30% 35% Under 50,000 VND 50,001 - 100,000 VND 100,001 - 200,000 VND 200,001 - 300,000 VND 300,001 - 500,000 VND 500,000 - 700,000 VND 700,001 - 1,000,000 VND More than 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
  10. 10. 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 3% 11% 30% 26% 18% 6% 4% 2% 6% 14% 36% 24% 12% 3% 4% 1%0% 8% 26% 29% 23% 8% 4% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% Under 50,000 VND 50,001 - 100,000 VND 100,001 - 200,000 VND 200,001 - 300,000 VND 300,001 - 500,000 VND 500,000 - 700,000 VND 700,001 - 1,000,000 VND More than 1,000,000 VND All 20-29 30-44
  11. 11. Purchase places Q: Where do you buy makeup items? MA Q: Where do you buy makeup items the most? SA 38% 37% 25% 22% 19% 17% 14% 14% 12% 11% 9% 7% 18% 22% 11% 12% 8% 6% 5% 4% 5% 5% 4% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% Place to buy Place to buy the most Respondents buy makeup items mostly at department store and super market
  12. 12. Online purchase Q: Have you bought makeup online in the past 6 months? SA 54% 66% 45% 48% 60% 46% 34% 55% 52% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 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)
  13. 13. Important factors Q: Please choose 3 factors that are important when you purchase makeup items? MA 74% 52% 50% 35% 23% 19% 17% 10% 6% 5% 3% 2% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% Country of origin is the most important factor for making purchase decision, follow by price and brand
  14. 14. Information source Q: Where do you get information about makeup? MA 56% 43% 33% 28% 24% 24% 22% 18% 16% 4% 3% 0% 10% 20% 30% 40% 50% 60% Friends Facebook Website Shop staff Web community Youtube Magazine TVCF Newspaper Parents Instagram Friends and Facebook are the most important information sources.
  15. 15. Online information source Q: Please choose the online sites that you use to update information about cosmetics? MA 42% 41% 39% 23% 18% 18% 16% 12% 12% 3% 2% 4% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Respondents usually update information about makeup on Eva.vn, Phunutoday and brand website.
  16. 16. Youtube preference Q: Do you watch Youtube to get makeup information? SA 18% 12% 23% 63% 65% 62% 19% 24% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 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.
  17. 17. 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) Nam Trung Pony (1,787,621 subscribers) Changmakeup (347,996 subscribers) Michelle Phan is the most popular makeup artist on Youtube among Vietnamese 2 3 4 5 6
  18. 18. Makeup brand preference Q: Which name comes up when you hear “best makeup brand”, “luxurious makeup brand”, “makeup brand for you”? FA 3% 3% 4% 5% 7% 9% 9% 10% 10% 10% 14% 15% 0% 5% 10% 15% 20% 25% Vichy Oriflame Olay Shiseido Pond's Lancome TheFaceShop L'oreal MAC Essance: Maybelline Ohui 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. 4% 4% 4% 5% 6% 7% 8% 9% 11% 13% 15% 16% 0% 5% 10% 15% 20% 25% Dior Essance Pond's Olay TheFaceShop Chanel Shiseido MAC L'oreal Lancome Maybelline Ohui Luxurious makeup brand 3% 4% 5% 5% 5% 6% 7% 9% 10% 11% 15% 20% 0% 5% 10% 15% 20% 25% Innisfree Olay Oriflame Lancome Shiseido MAC L'oreal Ohui Essance TheFaceShop Pond's Maybelline Makeup brand for me
  19. 19. Makeup items in bag Q: Which ones do you usually bring in your bag? MA 88% 31% 29% 21% 21% 20% 20% 19% 19% 15% 16% 6% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Lipstick Gloss Face powder Foundation Eyebrows Make up base Mascara BB cream Blusher Concealer Eye liner Eye shadow False eyelashes Nearly 90% bring lipstick in their bag
  20. 20. 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
  21. 21. Q&Me – About Online Market Research Services
  22. 22. Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/3 of the competitor pricing
  23. 23. Respondent profiles Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research 17% 8% 8% 8% 8% 8% 7% 7% 7% 22% 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% <9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50- Stats Q&Me Active users by age Urban user ratio (top 6 provinces) 22% 51% 78% 49% Stats Q&Me Top 6 provinces Others
  24. 24. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam Tel. +84 839 100 043

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