1. Q&Me is online market research provided by Asia Plus Inc.
Vietnam cosmetics market 2019
2. 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.
4. 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 more
often
Less than once/week
Only when I have
something special
I 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.
5. 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.
6. 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 care
products
Skincare lover
Own Use most
No.1
No.2
No.3
Facial cleanser
Sunscreen Sunscreen
Face mask Face moisturizer
Facial cleanser
253,000
VND
7. 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%
8. 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 in
last 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
9. Highlight – Popular EC channels to shop for cosmetics
Most 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.
11. 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
Everyday
4-6 times a week
2-3 times a week
Once per week
Less than once/week
Only when I have something special
I do not wear makeup
12. 30%
9%
10%
2%2%
33%
14%
Makeup frequency
Jan 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 frequency
Oct 2016
29%
11%
11%
4%
4%
25%
16%
Makeup frequency
Jan 2018
Everyday 4-6 times a week
2-3 times a week Once per week
Less than once/week Special occasions only
I don't wear makeup
13. 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 to
put on
makeup
Sensitive
skin
Don't
know
which
products
to use
Makeup
product
quality
concern
Don't
want to
spend
money on
makeup
products
Makeup
damages
my skin
I look
good
without
makeup
Don't
have
enough
time for
make up
I don't like
the
feeling of
having
makeup
on my
skin
Others
Reasons for not wearing makeup
14. 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)
15. 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)
16. 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.
17. 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
18. 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%
19. 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 time
Jan-19
12%
25%
22%
20%
8%
9%
2%
1%
Makeup time
Jan-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 time
Oct-16
20. 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
VND
277,000
VND
284,000
VND
21. 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)
22. 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
24. 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
Everyday
4-6 times a week
2-3 times a week
Once per week
Less than once/week
Only when I have something special
I do not use skin care products
25. 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 know
which
products are
good for me
I'm too busy
for doing skin
care
My skin is
sensitive/
prone to
allergy
My skin looks
good without
any skin care
products
I concern
about skin
care product
quality
I don't like
the stickiness
of skin care
products on
my skin
I don't want
to spend
money on
skin care
products
Others
Reasons for not using skincare products
27. 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%
Facial
cleanser
(including
make up
remover)
Sunscreen Facial mask Facial
moisturiser
Facial oil or
serum
Eye cream Others
16-22 23-29 30-39
28. 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
30. 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)
31. 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 Acnes
The
FaceShop
L'Oreal
Paris
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%
32. Favorite brand/ used most often
Pond's Nivea Innisfree
The
FaceShop
Hada 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)
33. 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)
34. 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)
35. 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.
Cosmetic
shops
Supermarket Brand store
Department
stores
Online
websites
Overseas
Facebook
shops
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)
36. 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)
37. Top 10 factors by demographics
Country of
origin
Do not
damage my
skin
Price Ingredients Effect
Product
reviews
Brand
Friends
recommend
ation
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)
38. Sources of information
Facebook Friends Website Youtube TVC
Shop
staff
Web
communit
y
Magazine
Newspap
er
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)
39. Online websites as a source of information
Brand
website
Phunutoda
y.vn
eva.vn kenh14.vn ngoisao.net Elle.vn afamily.vn
vnexpress.
net
24h.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)
41. 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)
42. 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)
43. 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)
44. Frequency of online cosmetics shopping
Several
times/week
Once/week Once/2-3 weeks Once/month Once/2-3 months Once/6 months
Less 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)
45. 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.
46. Monthly spending for online cosmetics shopping
Less than
100,000 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 and
more
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)
47. 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)
48. 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)
49. 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)
50. 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
51. 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)
54. 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
55. 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
56. 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 industry
73%
(*) 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.
57. 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.
58. 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
