L'Oreal e-shopper_Final .pdf

Vietnam beauty care e-shoppers (2018)
Asia Plus Inc.

A table of contents
• Who are Vietnamese beauty e-shoppers?
• Vietnamese e-shoppers typologies
• E-shoppers’ beauty care purchase behaviors
• E-shoppers’ purchase triggers and barriers
• Vietnamese e-shoppers’ path to purchase
• Popular online platform and images
• EC potentiality in luxurious category
• Interview with the e-shoppers in Vietnam
• Quantitative survey detail
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Objective
EC market in Vietnam is on the rapid increase with
annual growth of 40-50% annually. Beauty care is one
of the categories that drives this growth.
This research report was made in order to understand
the full behaviors of beauty care e-shoppers in
Vietnam, especially in respect to knowing their path-to
purchase.
This research was made in June 2018

Target audience
The surveys are conducted Vietnamese female from 18-35
who shops beauty care items (makeup, Skincare) online
68%
23%
7%2%
Married status
Single
Married with
kids
Married
without kids
Others
HCM,
50%
Hanoi,
50%
Area
6%
19%
21%
21%
18%
16%
Under 4M VND
4 - 9M VND
9 - 14M VND
14M - 20M VND
20 - 30M VND
Above 30M VND
Household income
18-25,
55%
26-35,
45%
Gender
66%
23%
3%
4%
4%
Full-time employee
Student
Part-time employee
Self-employed/
business owner
Others
Occupations

Research method
We identified the trend through the quantitative survey (N=800) and to
understand user insight in depth via the qualitative depth interviews (N=16)
Basic profile
Online / offline
shopping usage
Path to
Purchase
Source image /
importance
Channel image /
reasons to use
Quantitative survey
• Identify the trend
• Pick up the representative user profiles
Qualitative survey
• Deepen the understanding and user
behaviors as to path to purchase
Basic profile Online / offline
shopping usage
Path to
Purchase
Source image /
importance
Channel image /
reasons to use
Pick up the
representative
users to find
out their insight

Executive summary
Vietnam
E-shopper
What shops do
they buy
Online users vs
in-store users
What devices
they use
Key for path to
purchase
Triggers and
barriers
EC vs Social
commerce
Planned vs
Impulsive
EC
characteristics
Potentiality of
luxurious items
“Convenience” (50%)
and “no time to shop in-
store” (49%) are the key
two factors for online
popularity. The barriers
are “quality concerns”
(60%) and “authenticity
concern” (51%)
Half of the shopping are
the planned purchase
and EC is used the
most. Social, on the
other hand, is very
strong for impulsive
purchase.
Vietnam e-shoppers
spend 670K VND
monthly, which are way
higher than the total in
the same profile. 67%
does Skincare daily,
40% makeup several
times a week
Shopee, Lazada, Tiki
are the 3 EC brand that
are used for beauty
care. Shopee is the
most popular in the
category. Facebook is
2nd biggest channel
22% of Skincare & 18%
of makeup uses shops
only only. The ratio is
higher for Facial oil or
Lipsticks.
86% use smartphone to
shop only thanks to
”easiness to shop”. The
barrier is “small screen
size”.
54% are not negative
about buying luxurious
items online. Barrier is
authenticity / origin.
45% use social
commerce vs 63% of
EC site. EC is popular
due to its pricing /
promotions, while social
commerce are accepted
due to its trust ad timely
information.
Online chat and reviews
are two key items to
enhance consumers
purchase journey. 89%
use chat and 91%
believes reviews are
important
Shopee has a strong
mobile app image and
promotional site while
Lazada is linked with
product variety. Tiki is
thought to be the site with
a quality.

Executive summary - Opportunities and risks
Opportunity Risk
Quality and authenticity concerns
E-shoppers’ online familiarity and desire
of buying good products easily
The biggest concerns is the quality and
authenticities, especially as products are not
seen. Thus, they have several steps to make
sure that their shopping online is a right
decision via reviews and chats. This remains
as the biggest barriers especially to selling
luxurious items as they are more cautious.
Vietnamese e-shoppers enjoy its convenience
of buying online with the use of mobile. Online
usage shall be on the increase. It is important
to capture both of EC and social commerce to
reach consumers from awareness to the
decision.

Who are Vietnamese beauty e-shoppers?

Vietnam e-shopper characteristics
Profile
HHI Income
17.5M VND
* Frequent makeup user: those who makes up 4 times a week and more
Monthly Beauty
spending
670K VND
Daily skincare
67%
Regular makeup*
40%
33%
30%
15%
23%
Beauty amateur
Bargain hunter
Indulgent off-liners
Leading edge
consumer
Typology
23%
36%
54%
57%
70%
84%
Eye cream
Facial oil or serum
Facial moisturiser
Facial mask
Sunscreen
Facial cleanser
Purchased Skincare items
30%
33%
38%
42%
88%
Mascara
Cushion
Foundation
Eye brow
Lipsticks/Lip gloss
Purchased makeup items
6%
29%
34%
45%
63%
Others
Specialist beauty site
Brand website
Social site
EC site
Site in use
34% 26% 14%
7% 2%
Channel Brands bought online
6%
6%
11%
11%
Skincare Makeup
7%
10%
12%
13%

User characteristics - Mass consumers
Profile
HHI Income
15.8M VND
Monthly Beauty
spending
410K VND
Daily skincare
60%
Regular makeup*
29%
40%
29%
13%
18%
Beauty amateur
Bargain hunter
Leading edge
consumer
Typology
15%
30%
49%
51%
67%
82%
Eye cream
Facial oil or serum
Facial moisturiser
Facial mask
Sunscreen
Facial cleanser
24%
26%
32%
38%
88%
Mascara
Cushion
Foundation
Eye brow
Lipsticks/Lip gloss
6%
26%
30%
43%
63%
Others
Brand website
Social site
EC site
Site in use
34% 25% 14%
6% 3%
6%
6%
10%
11%
Skincare Makeup
7%
10%
12%
14%

User characteristics - Heavy consumers (33% higher spender)
Profile
HHI Income
20.3M VND
Monthly Beauty
spending
1.2M VND
Daily Skincare
80%
Regular makeup*
63%
16%
32%
18%
34%
Beauty amateur
Bargain hunter
Leading edge
consumer
Typology
48%
63%
69%
77%
89%
Facial oil or serum
Facial moisturiser
Facial mask
Sunscreen
Facial cleanser
41%
46%
49%
50%
89%
Mascara
Cushion
Eye brow
Foundation
Lipsticks/Lip gloss
5%
34%
43%
49%
64%
Others
Brand website
Social site
EC site
Site in use
35% 27% 11%
7% 4%
8%
9%
10%
11%
Skincare Makeup
6%
9%
9%
13%

User characteristics difference between Mass and Heavy
Mass and heavy users are different in terms of spending and beauty frequency. Channel-wise, Luxury
consumers tend to use more variety of sites including brand, social and special beauty sites
Mass users Heavy users
15.8M VND 20.3M VND
410,000 VND 1,200,000 VND
60%
29%
40%
71%
Skin care
Make up
80%
63%
20%
37%
Skin care
Make up
63%
43%
30%
26%
EC
Social
Brand site
Beauty specialist
64%
49%
43%
34%
EC
Social
Brand site
Beauty specialist
Household income
Monthly Beauty spending
Beauty care behavior*
(Makeup 4 times / week and
more. Skincare=every day)
Online channel in use

L’Oreal brands users vs non-users
62% of users have bought L’Oreal family brand online. The users have higher monthly spending as well as purchasing
more variety of brands
430,000
393,000
329,000
360,000
340,000
257,000
790,000
733,000
586,000
L'Oreal heavyusers
L'Oreal users
non-users
Monthly beauty care spending (VND)
Skin care Make up Column2
25%
37%
38%
L’Oreal brands user ratio
L'Oreal heavy users (both in skincare and makeup)
L'Oreal users (either in skincare or makeup)
Non-users
7.3
5.2
2.8
4.9
3.4
1.6
12.2
8.6
4.4
L'Oreal heavyusers
L'Oreal users
non-users
# of beauty care brand purchased online
Skin care Make up Total2
62%
Q. Which of the following brand have you purchased online? / How much do you spend for () monthly?

L’Oreal consumers tend to buy more products across all categories. Basic items such as Lipsticks or Facial cleanser are
bought generally. The differences are found in the other product categories
17%
26%
52%
52%
67%
82%
32%
42%
65%
74%
79%
86%
Eye cream
Facial oil or serum
Facial moisturiser
Facial mask
Sunscreen
Facial cleanser (including remover)
Makeup
L'Oreal heavy users Others
20%
23%
18%
23%
26%
26%
32%
39%
36%
86%
26%
32%
34%
38%
40%
42%
43%
46%
52%
94%
Eye shadow
Powder
Eyeliner/kohl
Tinted moisturiser / BB cream /…
Concealer
Mascara
Cushion
Foundation
Eye brow
Lipsticks/Lip gloss
Skincare
L'Oreal heavy users Others
L’Oreal brands users vs non-users: Purchased items
Q. What are the items that you have bought in last 3 months

Vietnamese e-shoppers typologies

Shopper typologies - Mass users
Mass Users
67% of our samples
• Household income: 15.8M VND
• Daily Skincare user: 60%
• Frequent makeup user: 29%
• Average monthly spending
(Skincare): 240K VND
(Makeup): 170K VND
43%
47%
48%
49%
60%
Images of how the product looks
Knowin that product deliverred
will not be damaged
Security of my financial
Trusting the product is genuine
Full product details
Importance in online shopping
25%
27%
30%
31%
37%
40%
42%
43%
50%
51%
More updated new beauty
product/trend
Easy to use the site
Easy to compare the pricing
Good delivery option
Ease of ordering
Good promotion
Authenticity/ trustworthy source
of product
Good quality
Good price
Product variety
Reasons to use online
5%
26%
30%
43%
63%
Others
Brand website
Social site
EC site
Site in use
* Frequent makeup user: those who makes up 4
times a week and more
15%
30%
49%
51%
67%
82%
Eye cream
Facial oil or serum
Facial moisturiser
Facial mask
Sunscreen
Facial cleanser
24%
26%
32%
38%
88%
Mascara
Cushion
Foundation
Eye brow
Lipsticks/Lip gloss

Shopper typologies - Heavy users
• Daily Skincare user: 80%
(Makeup): 570K VND
37%
63%
65%
74%
88%
Facial oil or serum
Facial moisturiser
Facial mask
Sunscreen
Facial cleanser
36%
37%
44%
45%
90%
Mascara
Cushion
Foundation
Eye brow
Lipsticks/Lip gloss
40%
46%
50%
53%
62%
will not be damaged
Heavy users
33% of our samples
5%
34%
43%
49%
64%
Others
Brand website
Social site (Zalo, Facebook,…
EC site
Site in use
32%
35%
36%
38%
41%
42%
44%
49%
52%
53%
Good payment option
product/trend
Good promotion
Ease of ordering
of product
Good quality
Good price
Product variety

Value opinion difference between mass and heavy users
Luxury users are more keen on every aspects of beauty care descriptions. They are concerned as
well as mass users, but they tend to know how to take care of the issues themselves.
Common values More from heavy users
“I worry about the risks of
buying fake beauty products
online”
“I am keen to find promotion
and vouchers online”
“My appearance is very
important to me”
“I’m concerned about ageing
and proactive about
preventing it”
“I value professional
recommendation before
buying beauty products”
“I would buy from a site that
contains great content and
inspiration”

Important factors in online shopping
Big concerns on the trustability of the information. Worries in buying items that are not worth paying
Trusting the product is
genuine
Knowing the product
delivered would be
damaged
Ease of returning products Ease of checkout process
Full product details Security of my financial
details
Images of how the product
looks
Product reviews
No.1 No.2 No.3 No.4
No.5 No.6 No.7 No.8
Q. Please rate the importance of each of these factors when you buy beauty products online? Red=Authenticity / product quality concern related

Shopper typologies identification
Bargain Hunters
Beauty amateur
Leading Edge consumers
30% of our samples
33% of our samples 14% of our samples
23% of our samples
Agree / strongly agree with all statements
• Price is the most important when buying
beauty products
• I’m on the lookout for promotions and
vouchers online
• I use online more for browsing, reading
reviews and getting inspiration, rather than
buying
• I prefer the experience of shopping for
beauty products store (rather than online)
• Shopping online for beauty is a stress-free
way to buy beauty products”
• Shopping for beauty is more fun online than
in store *
• My friends/colleagues/family come to me for
advice about beauty
• I like to experiment with my appearance and
create new and different looks
• I’m always interested in finding out about the
latest innovation in beauty
• When it comes to beauty products, I like to
buy the latest innovation
Those who make purchase beauty care online but
not applicable to any of the other 3 criteria, thus
considered to be the beauty care amateurs

Shopper typologies - Beauty amateur
• Daily skincare user: 53%
(Makeup): 230K VND
24%
46%
55%
70%
78%
Facial oil or serum
Facial mask
Facial moisturiser
Sunscreen
Facial cleanser (including
remover)
19%
25%
27%
33%
88%
Tinted moisturiser / BB cream
/ CC cream
Cushion
Foundation
Eye brow
Lipsticks/Lip gloss
26%
29%
30%
34%
43%
Ease of returning products
Knowing that product delivered
will not be damaged
18%
22%
22%
24%
30%
33%
35%
36%
41%
42%
Good informative source such as
images / videos
Good promotion
Ease of ordering
of product
Good quality
Product variety
Good price
4%
19%
21%
46%
54%
Others
Brand website
Social site (Zalo, Facebook,
Instagram)
EC site
Site in use
Beauty amateur
33% of our samples

Shopper typologies - Bargain Hunters
Bargain Hunters
30% of our samples
(Makeup): 330K VND
35%
61%
68%
74%
89%
Facial oil or serum
Facial moisturiser
Facial mask
Sunscreen
remover)
36%
37%
41%
46%
89%
Mascara
Concealer
Eye brow
Foundation
Lipsticks/Lip gloss
46%
49%
51%
54%
64%
will not be damaged
30%
32%
36%
37%
39%
43%
46%
48%
56%
58%
product/trend
Ease of ordering
of product
Good quality
Good promotion
Product variety
Good price
6%
27%
34%
44%
75%
Others
Brand website
Social site
EC site
Site in use

Shopper typologies - Indulge off-liners
(Makeup): 360K VND
41%
55%
64%
69%
90%
Facial oil or serum
Facial moisturiser
Facial mask
Sunscreen
remover)
37%
38%
41%
49%
94%
Foundation
Cushion
Concealer
Eye brow
Lipsticks/Lip gloss
46%
49%
51%
54%
64%
Knowing that product delivred will
not be damaged
Security of my financial details
39%
41%
45%
50%
54%
55%
63%
68%
70%
71%
Wide areas of coverage
of product
Good payment option
Ease of ordering
Good promotion
Product variety
Good price
9%
32%
40%
44%
48%
Others
Social site
Brand website
EC site
Site in use
14% of our samples

Shopper typologies - Leading Edge consumers
(Makeup): 400K VND
46%
66%
71%
77%
88%
Facial oil or serum
Facial moisturiser
Facial mask
Sunscreen
remover)
42%
48%
49%
55%
91%
Cushion
Eye brow
Mascara
Foundation
Lipsticks/Lip gloss
41%
55%
56%
56%
70%
Product reviews
will not be damaged
38%
42%
49%
54%
59%
59%
62%
63%
67%
73%
Wide areas of coverage
Good quality
Good payment option
Good promotion
Ease of ordering
Product variety
Good price
4%
43%
47%
48%
68%
Others
Brand website
Social site
EC site
Site in use
Leading Edge consumers
23% of our samples

Important factors in shopping by typologies - Importance factor comparison
Q. Please rate the importance of each of these factors when you buy beauty products online?
Bargain Hunters
Beauty amateur Indulgent off-liners Leading edge consumer
Unique key factors in
online shopping
Reason to use online
shopping
Green=stronger factor
Red=weaker factor
Good promotion
(27%)
Social media redirection
(0%)
Authenticity
(10%)
Good quality
(9%)
Easy to compare pricing
(26%)
Ease or ordering
(-1%)
Good payment option
(5%)
Easy to use
(8%)
Authenticity
(-13%)
More updated trend
(-20%)
Product review
(-5%)
Good promotion
(-2%)
Good Image / videos
(-10%)
(-14%)
Good quality
(-9%)
• Ease of check-out
process
• product reviews
• Product reviews
• Ease of returning
products
• Trusting product is
genuine
• Full product details
• Product images
Do not trust online
experiences fully yet and
online is an option when in-
store is not available.
Promotion as the key
drivers to stay her online.
Emotional buying than
planned.
Equipped with good beauty
knowledge and how / where
to buy online, by looking at
the products details
Online beauty care
generalist. Easily be
affected by social and
friends

E-shoppers’ beauty care purchase behaviors

Monthly spending (VND)
Q. How much did you spend for (category)?
260,000
290,000
344,000
370,000
422,000
440,000
Facial mask
Sunscreen
remover)
Facial oil or serum
Facial moisturer
Eye cream
Skincare
155,000
200,000
285,000
316,000
330,000
336,000
337,000
397,000
451,000
467,000
Eye brow
Eyeliner / kohl
Powder
Lipsticks / Lip gloss
Mascara
Foundation
Concealer
Eye shadow
Cushion
Tinted mosturiser / BB cream
/ CC cream
Makeup

Purchase frequency
Frequency of purchase is high for Facial mask for Skincare, and foundation for makeup.
Q. How often do you buy this product at both online or in a store?
15%
10%
9%
25%
33%
12%
18%
22%
14%
10%
22%
16%
46%
53%
61%
42%
37%
39%
15%
12%
10%
19%
8%
23%
Facial moisturiser
Facial clearner
Facial oil or serum
Eye cream
Facial mask
Sunscreen
Skincare
Once in weeks Once a month Once every 2-3 months
Once eveyr 6 months Once a year Less than that
11%
13%
11%
12%
13%
13%
11%
13%
12%
16%
19%
12%
15%
13%
16%
21%
13%
16%
19%
17%
46%
42%
45%
35%
29%
39%
40%
45%
38%
39%
22%
29%
16%
32%
25%
20%
28%
20%
21%
23%
Lipsticks / Lip gross
Mascaara
Eye brow
Eye liner
Eye shadow
Foundation
Cushion
Moisturiser / BB, CC cream
Concealer
Powder
Makeup
Once in weeks Once a month Once every 2-3 months
Once every 6 months Once a year Less than that

Purchased channel
23%
17%
21%
13%
22%
18%
16%
19%
17%
15%
18%
49%
47%
45%
50%
49%
49%
51%
55%
60%
59%
51%
28%
36%
34%
38%
29%
34%
33%
25%
23%
26%
31%
Lipsticks/Lip gloss (86%)
Mascara(33%)
Eye brow (36%)
Eyeliner/kohl (24%)
Eye shadow (25%)
Foundation (41%)
Cushion (33%)
Tinted moisturiser / BB cream / CC cream (27%)
Concealer (29%)
Powder (20%)
Average
Makeup
Online only Both in in store and online In a store only
22%
19%
25%
24%
24%
21%
22%
53%
52%
53%
51%
53%
52%
53%
25%
29%
22%
24%
23%
27%
25%
Facial moisturiser (48%)
Facial cleanser (inc. remover) (79%)
Facial oil or serum (29%)
Eye cream (17%)
Facial mask (47%)
Sunscreen (64%)
Average
Skincare
75% of Skincare products and 69% of makeup products are purchased online.
Q. Where did you buy the products? / () is the ratio of those who have purchased online in last 3 month

In-store users are more concerned about the risk of using online (security, if products are purchased without failure), while
online users have overcome those concerns and seize how to utilize the information available to complete a good shopping
Heavy online users
In-store reliance users
• Product reviews (+10%)
• Getting cheaper prices than if bought in stores (+8%)
• Displays at least 50+ customer reviews (+8%)
• Ease of returning products (+5%)
• Quick delivery (+4%)
• Security of my financial details (+13%)
• Immediate order confirmation by email or text (9%)
• Full product detail (6%)
• Reliability of delivery timing (6%)
• Availability of online chat (3%)
Items that online heavy users think more important
Items that in-store reliance users think more important
* online heavy users = those who bought beauty care items online only in last 3 month, in-store reliance users = offline only
Purchased channel:
Difference between online users / in-store users

Beauty care online market opportunity: Skincare
The below is the chart to illustrate the market size. Facial cleanser and Lipsticks/gross have the biggest online
market size (Market opportunity points =“% of buyers” x “Online purchase ratio” x “ Average purchase frequency ratio (shorter
better)” x “average pricing”. Then come up with the market size with average score being 100%)
Facial cleanser
79%
71%
92 days
344,000 VND
Buyer:
Purchase:
Frequency:
Price:
166 pts
Facial moisturiser
48%
75%
99 days
422,000 VND
Buyer:
Purchase:
Frequency:
Price:
121 pts
Sunscreen
64%
73%
105 days
290,000 VND
Buyer:
Purchase:
Frequency:
Price:
102 pts
Eye cream
17%
73%
93 days
440,000 VND
Buyer:
Purchase:
Frequency:
Price:
46 pts
Facial oil or serum
29%
78%
101 days
370,000 VND
Buyer:
Purchase:
Frequency:
Price:
65 pts
Facial mask
47%
77%
74 days
260,000 VND
Buyer:
Purchase:
Frequency:
Price:
100 pts
• Buyer: % of buyers
• Purchase: online purchase ratio
• Frequency: Average purchase
frequency
• Price: Average pricing
No.1 No.2 No.3
No.4 No.5 No.6
Red=Top 2 categories

Beauty care online market opportunity: Makeup
The below is the chart to illustrate the market size. Facial cleanser and Lipsticks/gross have the biggest online
market size (Market opportunity points =“% of buyers” x “Online purchase ratio” x “ Average purchase frequency ratio (shorter
better)” x “average pricing”. Then come up with the market size with average score being 100%)
Lipsticks / Lip gloss
86%
72%
102 days
316,000 VND
Buyer:
Purchase:
Frequency:
Price:
239 pts
Tinted moisturizer /
BB, CC cream
27%
75%
87 days
467,000 VND
Buyer:
Purchase:
Frequency:
Price:
133 pts
Cushion
33%
67%
104 days
451,000 VND
Buyer:
Purchase:
Frequency:
Price:
120 pts
Powder
29%
74%
100 days
285,000 VND
Buyer:
Purchase:
Frequency:
Price:
52 pts
Eye shadow
25%
71%
117 days
397,000 VND
Buyer:
Purchase:
Frequency:
Price:
75 pts
Concealer
29%
77%
107 days
337,000 VND
Buyer:
Purchase:
Frequency:
Price:
86 pts
No.1 No.2 No.3
No.6 No.7 No.8
Foundation
41%
66%
93 days
336,000 VND
Buyer:
Purchase:
Frequency:
Price:
120 pts
Mascara
33%
64%
92 days
330,000 VND
Buyer:
Purchase:
Frequency:
Price:
94 pts
Eyeliner
24%
52%
101 days
200,000 VND
Buyer:
Purchase:
Frequency:
Price:
37 pts
Eye brow
36%
66%
101 days
150,000 VND
Buyer:
Purchase:
Frequency:
Price:
44 pts
No.4 No.5
No.9 No.10
Red=Top 3 categories

Device to use for online shopping
PC 14% Mobile only 24%
86% use smartphone to shop online. Shop by smartphone is normal in Vietnam e-shoppers. The
obstacle mobile is the portability limitation and inflexibility not to use it during study / work hours
71%
58%
51%
10%
PC Mobile App Mobile
Web
Tablet
Device to use for online shopping
PC + Mobile 62%
25%
28%
46%
73%
77%
87%
41%
6%
24%
48%
10%
60%
Bigger screen
Able to shop with my friends / family
Able to shop during work hours
Easy to look for the product
Able to shop anywhere
Ease of shop
Reason to use device
PC only user
Moble only user
86%

Online Brand association - Top of Mind
Those who come up with mainstream for makeup is more. Maybelline is the best TOP brand for
makeup in mainstream. L’Oreal Paris is 2nd in makeup and 3rd in skincare in Premium category
37%
34%
29%
Skincare
Mainstream Premium Luxury
45%
29%
26%
Makeup
Mainstream Premium Luxury
Q. What name comes up when you hear the brand that you buy online?
Innisfree (42%)
Pond’s (22%)
Hada Labo (15%)
The Face shop (44%)
Vichy (23%)
L’Oreal Paris (17%)
Laneige (31%)
Shiseido (25%)
Ohui (22%)
Maybelline (33%)
3CE (27%)
Innisfree (18%)
The Face shop (52%)
L’Oreal Paris (25%)
Vichy (10%)
Laneige (21%)
Ohui (21%)
MAC (20%)

Popular online brand - Skincare
Q. What name comes up when you hear the brand that you buy online? / Which of the following brand have you purchased online?
The
Face
Shop
Innisfr
ee
Nivea
Hada
Labo
Acne
s
Pond'
s
Lanei
ge
L'Ore
al
Paris
Vichy
The
Body
Shop
Skinf
ood
Cetap
hil
Essa
nce
Clean
&
Clear
Shish
eido
Rohto Ohui
La
Roch
e
Posa
y
Chan
el
Kiehl'
s
Aven
e
Lanc
ome
Cliniq
ue
Za SK-II
Total 37% 34% 28% 25% 23% 22% 21% 18% 18% 18% 14% 14% 13% 12% 12% 12% 12% 12% 8% 8% 8% 7% 7% 6% 5%
Mass user 34% 31% 28% 23% 22% 19% 20% 16% 15% 12% 14% 12% 11% 11% 9% 13% 9% 10% 5% 6% 6% 6% 5% 6% 4%
Heavy users 44% 39% 27% 31% 26% 27% 24% 23% 26% 29% 16% 17% 16% 16% 19% 11% 19% 16% 14% 13% 11% 10% 11% 7% 8%
Top of Mind 11% 11% 4% 4% 1% 0% 6% 4% 6% 2% 1% 0% 0% 0% 5% 1% 4% 2% 0% 1% 0% 1% 0% 0% 1%
0%
2%
4%
6%
8%
10%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Many think about The Face Shop, Innisfree first. The heavy users have higher federations with the
brand such as The Face Shop, Innisfree, and The Body Shop

Popular online brand - Makeup
Q. What name comes up when you hear the brand that you buy online? / Which of the following brand have you purchased online?
3CE
Mayb
elline
The
Face
Shop
MAC
Innisfr
ee
L'Ore
al
Paris
Lanei
ge
NYX
Missh
a
Skinf
ood
Bourj
ois
Shisei
do
The
Body
Shop
Chan
el
ELF
Shu
Uemu
ra
Wetn
wild
Yves
Saint
Laure
nt
Nars
Bobbi
Brow
n
Make
up for
ever
Mena
rd
Cliniq
ue
Za SK-II
Total 47% 40% 35% 26% 26% 22% 17% 16% 14% 13% 13% 12% 11% 10% 9% 6% 4% 4% 3% 2% 2% 1% 7% 6% 5%
Mass user 44% 37% 31% 20% 23% 19% 15% 15% 12% 13% 9% 9% 9% 8% 9% 5% 4% 2% 2% 2% 2% 1% 5% 6% 4%
Heavy users 52% 45% 43% 40% 32% 27% 21% 18% 17% 14% 19% 20% 16% 13% 10% 10% 5% 8% 5% 3% 3% 2% 11% 7% 8%
Top of Mind 10% 13% 12% 4% 7% 6% 4% 2% 0% 1% 0% 2% 1% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 1%
0%
2%
4%
6%
8%
10%
12%
14%
0%
10%
20%
30%
40%
50%
60%
Many think about Maybelline and The Face Shop first. The heavy users have higher federations with
the brand such as 3CE, Maybelline, The Face Shop and MAC.

E-shoppers’ purchase triggers and barriers

Trigger and barriers
Convenience, product variety and pricing is the key driver of online shopping. Concerns on the
quality is the biggest barrier including lack of authenticity, unable to touch and see the colors or
products
Trigger
Q. What are the reasons that you use online rather than instore / what are the reasons that you do not use online shopping
50%
49%
44%
43%
40%
Convenience
No time to by in stores
Free delivery
Better choice of
products
Good price
60%
51%
48%
44%
37%
Quality concerns
Concerns on
authenticity
Unable to see colors /
shades
Unable to touch and try
Difficulty of return
Barriers

Planned purchase or impulsive purchase
54% are the planned purchase. 40% are planned but rooms to change
the purchase items
Q. What was applicable to you for the last shopping of
yours? / What was the objective of the purchase?
54%
30%
10%
6%
Purchase preparation
I planned to buy that exact product and brand
I planned to buy that product but not necessarily that brand
I planned to buy that category but not necessarily that product
I hadn't planned to buy that category or that product / I just
was browsing
1%
7%
18%
28%
33%
59%
Asked by someone to
buy
Stress relief
Impulsive shopping
Problem solving (e.g
skin problems)
Reward to yourself
Replenishment
Purchase objective

Planned purchase vs Impulsive purchase : By product
Lipsticks / gloss or Facial cleanser are the categories that have higher impulsive purchase. Skincare
purchase is more planned in detail (product and brand) than makeups
Planned Impulsive
I planned to buy that exact
product and brand
I planned to buy that product but
not necessarily that brand
I planned to buy that category
but not necessarily that product
I hadn't planned to buy that
category or that product / I just
was browsing
Facial moisturiser 39% 34% 38% 19%
Facial cleanser (including remover) 62% 61% 74% 70%
Facial oil or serum 25% 21% 28% 14%
Eye cream 16% 13% 15% 14%
Facial mask 44% 45% 35% 32%
Sunscreen 56% 63% 41% 49%
Lipsticks / Lip gloss 74% 68% 66% 91%
Mascara 18% 23% 16% 12%
Eye brow 20% 19% 20% 9%
Eyeliner 11% 17% 10% 3%
Eye shadow 10% 12% 10% 3%
Foundation 25% 22% 32% 6%
Cushion 22% 15% 10% 12%
Tinted moisturiser / BB, CC Cream 16% 12% 28% 12%
Concealer 20% 13% 12% 6%
Powder 12% 7% 4% 9%
Totally planned Totally impulsive
Category is fixed,
product is open
Product is fixed,
brand is open

I planned to buy that
exact product and
brand
product but not
necessarily that brand
category but not
necessarily that
product
I hadn't planned to
buy that category or
that product / I just
was browsing
No.1 Shopee (29%) Shopee (28%) Shopee (33%) Facebook (36%)
No.2 Facebook (18%) Lazada (17%) Facebook (14%) Shopee (26%)
No.3 Lazada (18%) Facebook (16%) Lazada (12%) Lazada (6%)
No.4 Brand site (10%) tiki (11%) Brand site (8%) tiki (10%)
No.5 tiki (10%) Brand site (8%) tiki (8%) Instagram (7%)
Planned purchase vs Impulsive purchase : Channel differences
Social purchase is drastically higher for the non-planned purchase. Nearly half of impulsive purchase come
from social network
66%
71%
68%
50%
20% 18% 16%
43%
10%
8% 8%
4%
4% 3%
8%
3%
I planned to buy
that exact
product and
brand
I planned to buy
that product but
not necessarily
that brand
I planned to buy
that category but
not necessarily
that product
I hadn't planned
to buy that
category or that
product / I just
was browsing
EC site Social Brand website Specialist website
by category by brand
Planned Impulsive Planned Impulsive

Information that prompts impulsive
purchase
11%
19%
54%
63%
A pop-up window just before the check-out
An advertising banner
A product suggestion that will go well with the
product that I was looking at
A promotional offer related to an event (e.g
Mother's day)
Vietnam e-shoppers are open to receiving the recommendation as far as
there are valid reasons behind
Q. When shopping online, which of the following tempt
you to buy the product that you did not intend to buy?

Vietnamese e-shoppers’ path to purchase

Actions across path to purchase
Facebook comes up as top touchpoints almost every step. Brand website are used to find the product
features. The product share has been conducted both via offline and online (chat)
% of who take this step
% of who user digital
touchpoint for this step
Facebook 64% Facebook 63%
Brand
website
54% Facebook 55% EC website 49% EC website 63%
Friends /
Relatives
(verbally)
59%
Brand
website
44% EC website 45% Facebook 52% EC website 40% Facebook 46%
Social
(Facebook
etc)
45%
Friends /
Relatives
(online)
52%
Beauty
blog
40%
Brand
website
45% EC website 40%
Brand
website
37%
Price
compariso
n website
34%
Brad
website
34%
Facebook
posts
34%
EC website 38%
Beauty
blog
38%
Beauty
blog
38%
Beauty
blog
37%
Brand
website
34%
Speciality
EC site
29% EC website 20%
Friends /
Family
33%
Friends /
Family
35%
Friends /
Family
35%
Community
website
35%
Friends /
Family
29% Others 6%
Facebook
community
19%
YouTube 30% YouTube 30% YouTube 33%
Friends /
Family
35%
Facebook
shops
28%
Community
website
15%
Facebook
shops
25%
Facebook
shop
29%
Community
website
28% YouTube 28%
Communty
website
20% Instagram 12%
% of who use ofline
touchpoint 57%
Touchpoint used
1. Learn beauty trend 2. Understand product
43% 46%
56%
3. Resarch product
features
7. Share my opinion
78% 70% 54% 25%
6. Purchase
100%
58% 54% 42% 59%
100% 77%
84% 82% 89% 88% 85%
4. Research product
opinions
5. Research Price

Actions across path to purchase (difference of mass / luxury)
Luxurious users take more actions for trend, offer and share. The usage of offline is slightly more
among luxurious users as well
20%
54%
67%
76%
39%
36%
34%
55%
76%
81%
60%
56%
Share my opinion
Research Price
Research opinion
Research features
Understand product
Learn trend
Actions taken
Luxurious Mass
76%
84%
86%
87%
80%
81%
79%
88%
92%
94%
88%
90%
Share my opinion
Research Price
Research opinion
Research features
Understand product
Learn trend
Usage of digital touchpoint
Luxurious Mass
59%
41%
52%
57%
54%
55%
61%
44%
58%
62%
63%
60%
Share my opinion
Research Price
Research opinion
Research features
Understand product
Learn trend
Usage of offline
Luxurious Mass

Path to purchase: Difference of mass / heavy
Luxurious users make use of brand site and Facebook more for information collections. Also the
purchase touchpoint is more versatile
Learn Beauty
trend
Understand
product
Research
features
Research
opinion
Research
price
Purchase Share
Facebook
64%
Brand site
40%
EC
36%
Facebook
62%
EC
42%
Brand site
40%
Brand site
52%
Facebook
50%
EC
37%
Facebook
53%
EC
40%
Blog
36%
EC
50%
Facebook
45%
Price comparison
site 34%
EC
62%
Social
42%
Brand site
30%
Friends (verbal)
59%
Friends (online)
52%
Facebook post
30%
Mass
Heavy
Facebook
63%
Brand site
52%
Blog
47%
Facebook
66%
Brand site
53%
EC
49%
Brand site
59%
Facebook
56%
EC
45%
Facebook
58%
Brand site
44%
Blog
39%
Facebook
48%
EC
47%
Brand site
39%
EC
64%
Social
49%
Brand site
43%
Friends (verbal)
61%
Friends (online)
54%
Facebook post
41%
56% 60% 81% 76% 55% 34%
36% 39% 76% 67% 54% 20%
* Figure on the top are % of those who take actions

Path to purchase: Difference between makeup / skincare
Skincare has more planned purchase, and thus take more step to collect information in terms of
features and pricing
40% 41%
77%
67%
56%
25%
36%
39%
70%
63%
44%
20%
% of people who take the steps
Skincare Makeup
57%
36%
25%
38%
11%
11%
7%
16%
Skincare Makeup
Planned or impulsive purchase
Not planned to buy that category nor product
Planned to buy that category but not product
Planned to buy that product but not brand
Planned to buy that exact product / brand

Path to purchase: Difference between makeup / skincare
Skincare has more planned purchase, and thus take more step to collect information. Skin care has
higher usage of offline probably as they are keen to collect more professional opinions
76%
83%
84%
87%
78%
82%
71%
76%
76%
82%
70%
73%
Share
Research price
Research opinion
Research features
Understand product
Lean beauty trend
Makeup Skincare
44%
57%
59%
57%
70%
44%
33%
64%
64%
64%
72%
33%
Makeup Skincare
50%
48%
54%
48%
39%
56%
52%
48%
51%
48%
34%
54%
Makeup Skincare
Online Social Offline
Skincare is more for online
oriented
Makeup is more for social oriented Collecting opinion from offline is
more as well as trend

Path-to-purchase (1) : Mass online users behaviors
6. Sharing
2. Understand product
3. Research product 4. Research price
3. Research opinion 5. Purchase
1. Learn beauty trend
Start
She is not active in sharing online
but will share her comments when
asked advice from her friends
She recognizes about the new
products via Facebook posts of her
favorite shops, since she is a
member of Beauty Group on
Facebook.
She googles with the product name
to see check the product
information such as product
ingredients. Sometimes she use
search of Shopee or Lazada
She use Facebook search to
capture some of the product
reviews. Also she chats with her
friends who have used the product
to get advice. She also use the
reviews to choose the stores at
Shopee.
She checks the pricing at Shopee or
Lazada where she could check the
pricing of the several stores at once, to
check the price range.
She tends to buy something when
the product has less concerns on
skins. She buys either at Facebook
shops or Lazada, Shopee. When she
buys at Lazada or Shopee, she put
importance on store reviews and
images.
Her main information source is
Facebook, as she checks Facebook
for hours daily. Tends to click when
interested
Search about the fact via search, to understand its reputation on reviews, to make the purchase at
the major EC stores where the pricing are reasonable.

Path-to-purchase (2) : Heavy online users behaviors
6. Sharing
She is not active in sharing online
but will share her comments when
asked advice from her friends
She recognize the products
from YouTube KOL for trends,
or Facebook posts from friends.
She also notices new products
from brands / service posts on
Facebook
3. Research product
4. Research price
She goes to the brand site to
check if the ingredients does
not include the ones that are
not good for her skins, as her
skin is sensitive
3. Research opinioin
She will check KOL site as well as
Facebook group to check the product
reviews. She will talk with Facebook
shop staff via chat to hear the details
including availability. When she is not
convinced, she would go to showroom
to hear the feedback
For her, price is not he first priority. She
checks Shopee and Lazada to
understand the price range. She will
doubt in case it is too expensive or
cheap
5. Purchase
She buys at the familiar Facebook
shops when there is stocks. If not
Lazada or Shopee. When product is
delivered, she checks barcode to make
sure that the product authenticity.
She follows several beauty care
groups, Facebook shops and many
beauty brands on Facebook and
Instagram. She also follows some
KOLs. She is also asked about the
advice often.
Start
Information source are more versatile including Facebook shops, KOLs etc. Seize where to get the
right information and make the right purchase. Good connection with Facebook shops.

Path-to-purchase (3) : Social commerce users
6. Sharing
3. Research product
4. Research price
3. Research opinion 5. Purchase
Start
She posts on her Facebook when
she is satisfied with the products or
the product made her happy
She recognize the products from
Facebook posts of KOL and brands.
She surfs from some KOL pages
Also, check product reviews on
Facebook or YouTube as well as asking
frineds via chat. Sometimes she even
posts questions on YouTube or
Facebook groups to get the timely and
updated feedback
She asks pricing with several Facebook
shops that she is familiar with. Does
not have to be the lowest price
Once she finds the products that
she is interested, she will talk with
Facebook shop owners that she is
familiar with.
She often checks the Facebook
shops once she sees the posts of her
favorites shops. She also follows
some KOLs on YouTube
Her purchase is basically from
Facebook shops. She judges the shop
quality based on the online chat
customer support quality and
knowledge.
Start to the end with Facebook. Pre-purchase period of checking reviews, price are conducted via
Facebook, utilizing online chat feature.

Path to purchase: Influencing factors
Trustful opinion and price factors push them make purchase beauty care products
Q. Which of the following influenced your purchase of the product?
Online reviews
(52%)
Good price
(50%)
Good promotion
(45%)
Facebook
(43%)
Friends/Family
(36%)
Expert / beauty
counsellor (26%)
Membership card
(24%)
Free sample
(24%)
Online ads (21%) Before / after
images & videos
(21%)
Blue=opinions, Red=Price-related factors, Green=Media, Purple=Others

Trend: how to follow it
Q. What often do you do the following activities
Luxury users are more active in terms of the online activities, to
receive and post the information online
9%
27%
27%
27%
33%
33%
48%
17%
37%
39%
45%
49%
50%
61%
Post comments
Visit forums
Read blog
Read online reviews from processionals
Read online reviews from other shoppers
Watch tutorial videos
Like and follow pages on social media
Ratio of the users who takes the following actions more than
once / week
Mass user Heavy user

Research features
- How to look for information
15%
19%
20%
21%
27%
45%
47%
49%
I go to social media group (e.g Facebook
group) to ask for opinions
I go to a brand site and click on the tax or
box which shows the product type
I go to a brand site and type it int the search
box
I go to a social media site (e.g Facebook)
I go to facebook shop and ask shop owner
I search by a specific product
I search by category
I search by a specific brand
Not only by search engine, Facebook is used to find the
product especially for social commerce customers.
*Very important=33%, important=58%
(out of 4 criteria)
Q. When shopping for the category you chose, which
of these do you every do online to find the product?

Research features / opinion: Importance of Chat
89%* use chat regularly and
75%** think it as important tool
55% are satisfied with chat support
Expect short consultancy (88%) to
give exact information (61%) with
friendly attitude. (72% spend less
than 15 minutes)
• Product price (65%)
• Detailed feature (64%)
• Usage instruction (64%)
High usage
So-so satisfaction
Expectation
Topics to discuss
*Very important=29%, important=46% (out of 5 criteria)
** Often=41%, Sometimes=48%
Chat is one of the must tool for user to get what they look for quickly

Importance of reviews Research opinion : Importance of reviews
15%
18%
40%
40%
44%
45%
59%
61%
Where it states the age and gender of the
reviewer
When the reviewer is the same age
group/gender as me
When its' been posted recently
When it's from my friends
Where it states the hair/skin type of the
reviewers
When it's from trusted beauty blogger/KOL
When there's detail about how it's worked for
the reviewer
When it's well-written
91%* mentions online review is important
*Very important=33%, important=58%
(out of 4 criteria)
Q.How important is online review for you?

Research opinion: Skincare
17%
18%
20%
29%
33%
39%
43%
48%
68%
TVCF
Magazine advertisement
Recommended by pharmacist
Store
Demonstration video
Recommended by skin specialist /
dermatologist
Recommended online
Recommended by beauty advisor
Recommended by family/friend
Many Vietnamese considers their skin sensitive. They tend to trust the
voices from the ones they trust in terms of relationships (family, friends)
or knowledges (beauty advisors, specialist / dermatologist)
Q. When you buy Skincare products, what information
source do you refer to?

Site name Support % Site access Facebook
followers
Reasons to support
Facebook 13% NA NA
• There are much information and I can get many reviews from other people. (29, Hanoi)
• Facebook is reality, there is no advertisement for any brand. (27, HCM)
Webtretho 8% 10.0M 6,582,267
• The users there gave many objective review for the quality of the product. (30, Hanoi)
• I read information there and found out good products. Web also has many users shared their
experience about the product. (26, HCM)
Beauty care sites 7% NA NA
• It provide a lot of useful and reliable information (29, Hanoi)
• There are many reliable reviews of the products (23,HCM)
Beauty blogger
site
7% NA NA
• Many followers gave information about beauty care. (31, Hanoi)
• Beauty bloggers review advantages and disadvantages of the products. (26, HCM)
YouTube 7% NA NA
• There are videos of beauty care professionals .(31, Hanoi)
• I can watch a lot of review video about products. (27, HCM)
Sheis 6% 2.1M 549,661
• There are many comments, photos and reviews of users (18, Hanoi)
• There are a lot of reliable feedback from many users (22, HCM)
Google 5% NA NA
• There has all the information and reviews of the products (22, Hanoi)
• I can Find out a lot of information on google (27,HCM)
Elle 4% 2.4M 652,403
• Web has a lot of followers, I can also take a lot of useful information there (25, Hanoi)
• The news trends about beauty always be updated in this site (34, HCM)
Brand site 3% NA NA
• This site give me the instructions and quality information of a product. (30, Hanoi)
• The brand site will provide all information about the product that I intend to buy. (34, HCM)
Lazada 3% 34.7M 25,143,443
• Be there, I can easily to find out good review about the product. (31, Hanoi)
• There are many detail review about the products. (30, HCM)
tiki.vn 3% 25.7M 2,425,179
• There are all products information (26, HaNoi)
• There are many reviews about products (24, HCM)
Eva 3% 12.0M 2,794,663
• It is the realiable website, where give me high reliability information and posts (29, Hanoi)
• There are many useful information (26, HCM)
Research opinion: Skincare information source

Research pricing - Promotion effects
More than half of their purchases are with promotions
Q. Do you remember if that product has any kind of
promotional offer? / What was that / Which of these
offers is most appealing for this product on this
website?
56%
32%
12%
Was your last purchase with
promotion?
Yes No I do not remember 6%
6%
14%
14%
14%
37%
13%
5%
13%
45%
4%
7%
Buy one Get one Free
Other multi-buy offer
Free gift/small size
50% off
25% off
20% off
Purchase objective
Most appealing offer Actual offer

Purchase - Channel selection reason
30%
31%
45%
46%
46%
47%
68%
Good site experience
Convenience and
communications
Good product availability
Good promotion
Good trust and privacy
Good price
Site selection reason
Price is the key driver. Chat and reviews are needed to get a right information at the right timing
Fast delivery : 83%
Good wrapping: 71%
Free delivery: 61%
Easy to find: 63%
Good search navigation: 50%
Offers support to find a nice product: 43%
Able to provide & guarantee origin / product source: 83%
Easy to get more product information: 85%
Useful reviews: 77%
Good images / videos: 72%
Great customer service as chat : 67%
Easy to use: 63%
Q. What are the reasons that you visited the selected store to buy it?

Purchase:
Actions when product is not available
7%
28%
30%
31%
71%
Give up the shopping at all
Buy the different products that are available
Wait until the product is available at the store
Look for it at the retail shops
Looked for it and bought on another site
When online products are out of stocks, users tend to look for the other
site, not for the retail shops
Q. When you buy Skincare products, what information
source do you refer to?
Q. What would you do in case that the product you
bought is not available at the store

Barriers for the path to purchase:
Authenticity concerns
Vietnamese users are concerned if they make the right shopping and
look for the right information from the trusted source
Authenticity clarification Trust on information
• Check the country of origin
first from the brand site
• Check the authenticity via
barcode or product ID upon
receipt
High trust:
Beauty counsellor
Mid trust:
Chat agent (familiar shop)
Low trust:
Commercial information

Popular online platforms and images

Online Retailer types
EC Shops Social Beauty
Specialists
Brand shops
Online shops that sell
a variety of consumer
products
Online shops that sell
products on social
network platform
Online shops that
focus on the beauty
care products only
Brand direct online
shops selling beauty
care products

Online retailer popularities (Recent purchase)
Shopee is the outlet where the beauty care products are purchased the most, followed by Facebook
and Lazada
Q. Where did you buy skincare / makeup items? (online)
58%
24%
10%
5% 4%
EC shops Social Brand shops Beauty specialist Others
28%
21%
15% 10%
4%
2%

Online retailer popularities by product type
58%
24%
10%
5% 4%
58%
22%
9%
5% 5%
57%
26%
10%
4%
2%
EC shops Social Brand shops Beauty
specialist
Others
By shop types
Total Skin care Makeup
Social usage for makeup is higher than skincare. Facebook is No.2 retailer followed by Shopee.
28%
21%
13%
10%
4%
28%
19%
15%
10%
4%
28%
24%
13%
10%
4%
Shopee.vn Facebook Lazada.vn tiki.vn hasaki.vn
By online brand
Total Skin care Makeup

Channel comparison - Reasons to choose
Brand site are used for assured quality. Specialist beauty site has the similar demand but the users expect stronger
price factors. Social commerce are more for the ease of shopping while the users, who stay in social for a long time,
has more time to be directed by the brands. EC usage are driven mainly by the price & promotion factors
Q. What are the images of the following site for beauty care
EC shops Social Beauty specialists Brand shops
Good price (67%) Good price (49%) Good price (58%) Good quality (74%)
Product variety (64%) Product variety (45%) Product variety (58%) Authenticity (73%)
Good promotion (61%) Ease of ordering (44%) Good quality (50%) Product variety (42%)
Ease of ordering (56%)
Easily directed from
social (33%)
Good promotion (46%) Good price (32%)
Easy to compare pricing
(54%)
Good promotion (32%) Authenticity (46%)
Latest product / trend
(30%)
No.1
No.2
No.3
No.4
No.5

Channel comparison: Which channel to trust
Social site and community site are strong for review related matters while EC site are used for pricing. Brand site is
referred for product information and visuals.
Q. What types of websites do you trust for the following?
Itms to trust: Summary
EC site Community site Brand site Social site
35% 34% 58% 35%
37% 27% 60% 43%
59% 32% 29% 51%
36% 43% 46% 54%
Items to trust : Detail
EC site Community site Brand site Social site
Product ingredients 40% 21% 64% 29%
Product benefits 32% 51% 44% 49%
Origin of ingredients 37% 22% 69% 26%
Product safety 31% 42% 57% 38%
Product demonstration 38% 29% 61% 45%
Color of products 37% 25% 60% 42%
Price Best price 59% 32% 29% 51%
User reviews 42% 59% 33% 70%
Expert review 33% 37% 54% 44%
Expert recommendation 33% 34% 51% 47%
Product information
Product visual
Price
Reviews
Product information
Product visual
Reviews

Channel comparison - EC and Facebook shopping
Good promotion (+28%)
Good delivery option (+24%)
Good payment option (+18%)
Good quality (+17%)
Good pricing (+25%)
Good image/video information (+16%)
Good expertise support (chat) (+15%)
Availability of international products (+5%)
Good mobile app (+4%)
Frequent product / trend update (+15%)
Better and trusted information source an channel, via
frequent trend update, availability of image / video, as
well as appropriate information provision via chat
Better commercial outlet to deliver the products with
strong pricing and promotions, together with convenient
delivery and payment options

Overview of top Vietnam EC players for beauty care
7%
9%
9%
13%
15%
18%
21%
50%
64%
68%
Nuty
Cosmetics
Hotdeal
Yes24
Lotte
Hasaki
Adayroi
Sendo
Tiki
Shopee
Lazada
2%
0%
2%
3%
8%
8%
16
%
38
%
41
%
54
%
2%
1%
2%
2%
7%
2%
1%
14
%
34
%
26
%
378
1,2
00
813
1,6
00
898
5,0
00
18,
500
25,
700
27,
900
34,
700
410
468
358
428
319
482
2,2
96
2,4
25
11,
344
25,
100
163
2,8
13
6,7
41
2,9
87
4,4
76
23,
624
1,4
73
238
,99
1
234
,71
8
1,7
11
2,9
29
4,4
06
1,9
12
2,8
14
27,
844
3,4
11
437
,55
2
36,
756
180
607
1,6
74
371
954
17,
050
603
75,
478
109
,08
2
In use Top-of-mind In use (most) Site access
(x1000)
FB followers
(x1000)
Makeup
products
Skincare
products
Haircare
products

Overview of top Vietnam beauty specialist online shopping site
149
170
210
217
219
237
306
378
763
898
Mathoadaphan
Bicicosmetics
Boshop
Mint07
Lixibox
Kosmebo
Beauty carden
Nuty cosmetics
Thegioskinfood
Hasaki
395
569
256
696
272
62
13
410
988
329
1,484
713
810
1,072
368
629
317
1,623
287
2,987
875
724
804
517
619
822
298
1,711
432
1,912
85
52
84
9
54
24
37
180
62
371
Site access
(x1000)
FB followers
(x1000)
Makeup
products
Skincare
products
Haircare
products

Online shop analysis: Shop images
Shopee and Lazada / Tiki are favored via the different reasons. Shopee shows its strength by its convenience and
effective free shipping. Lazada and Tiki are favored due to its reliability. Specialist site such as hasaki or Nuty
Cosmetics are popular due to its product variety and affordable pricing.
Q. What are the reasons that you chose the selected site
11%
12%
12%
19%
22%
25%
29%
36%
Good quality
Many promotion
Reliable
Quick delivery
Low / free…
Product variety
Affordable
Convenient
Shopee (34%)
7%
20%
47%
13%
0%
7%
0%
7%
Good quality
Many promotion
Reliable
Quick delivery
Low / free…
Product variety
Affordable
Convenient
Adayroi (2%)
16%
17%
24%
18%
6%
20%
21%
21%
Good quality
Many promotion
Reliable
Quick delivery
Low / free…
Product variety
Affordable
Convenient
Lazada (26%)
14%
14%
14%
14%
0%
50%
43%
0%
Good quality
Many promotion
Reliable
Quick delivery
Low / free…
Product variety
Affordable
Convenient
Nuty cosmetics (2%)
21%
17%
35%
25%
6%
11%
19%
16%
Good quality
Many promotion
Reliable
Quick delivery
Low / free…
Product variety
Affordable
Convenient
Tiki (14%)
29%
29%
35%
24%
0%
6%
24%
12%
Good quality
Many promotion
Reliable
Quick delivery
Low / free…
Product variety
Affordable
Convenient
Yes 24 (2%)
24%
20%
16%
16%
4%
42%
52%
10%
Good quality
Many promotion
Reliable
Quick delivery
Low / free…
Product variety
Affordable
Convenient
Hasaki (6%)
30%
10%
30%
0%
0%
30%
0%
25%
Good quality
Many promotion
Reliable
Quick delivery
Low / free…
Product variety
Affordable
Convenient
Foreign website (2%)

Online shop analysis - Difference of Lazada, Shopee and Tiki
Product variety (+7%)
Easy to compare pricing (1%)
Good pricing (-6%)
Good delivery option (-5%)
Ease of ordering (1%)
Good product reviews (-5%)
Good mobile app (+12%)
Easy to compare pricing (9%)
Good quality (-16%)
Authenticity / trustworthy (-9%)
Good pricing (9%)
Luxurious goods (-4%)
Good quality (+17%)
Useful product information (7%)
Product variety (-10%)
Easy to compare pricing (-10%)
Authenticity / trustworthy (8%)
Good mobile app (-9%)
Strength Strength Strength
Weakness
Weakness
Weakness
No.1 Vietnam EC site with a good
product variety
Popular among the youth with its
mobile-oriented transactions
Trustworthy site with good quality and
product information

Online shop analysis - Popular Skincare shops
Shopee is the site where the items are purchased the most. For some categories, Social commerce becomes No.2
biggest outlet. Brand site is strong in Facial mask while special EC site have more shar in eye cream
Facial moisturiser
(26%)
9%
5%
9%
18%
11%
18%
30%
Others
Specialist
Brand site
Social
Tiki
Lazada
Shopee
10%
5%
9%
22%
12%
15%
27%
14%
6%
5%
32%
3%
8%
32%
17%
13%
4%
13%
9%
22%
22%
11%
4%
14%
23%
7%
14%
27%
7%
6%
8%
22%
12%
17%
28%
Facial cleanser
(57%)
Facial oil or serum
(15%)
Eye cream
(6%)
Facial mask
(28%)
Sunscreen
(45%)
* () is the ratio of those who purchase the item only at last shopping

Lipsticks / gloss(73%)
6%
5%
8%
31%
8%
14%
28%
Others
Specialist
Brand site
Social
Tiki
Lazada
Shopee
5%
4%
9%
11%
22%
19%
30%
12%
7%
16%
11%
9%
9%
36%
6%
12%
8%
27%
4%
12%
31%
18%
0%
19%
13%
13%
6%
31%
Mascara(16%) Eye brow(13%) Eyeliner(9%) Eye shadow(5%)
Online shop analysis - Popular makeup shops
Shopee is the site where the items are purchased the most. For some categories, Social commerce becomes No.2
biggest outlet (Lipsticks/gross, Cushion is No.1). Brand site is strong in eye shadow.
Foundation(11%)
18%
4%
11%
21%
11%
14%
21%
Others
Specialist
Brand site
Social
Tiki
Lazada
Shopee
11%
2%
16%
39%
7%
5%
20%
7%
0%
14%
24%
0%
21%
34%
6%
4%
15%
26%
15%
4%
30%
8%
0%
0%
23%
23%
23%
23%
Cushion(12%) Tinted moisturiser(9%) Concealer(8%) Powder(5%)
* () is the ratio of those who purchase the item only at last shopping

EC shop journey: Best online shopping experiences
Navigation Product overview Individual
product page
Basket page Post purchase
• Prompt reviews
writings after the
delivery
• Recommendation
based on the past
purchase
• Promotion vouchers
/ point program
• Clear product names
with information
• Many reviews
• Hyperlinks to the
brand, category to
continue shopping
• Show the certificate
for no fake indication
Customer
support
• Online chat agents
are always standby
for the prompt
reactions
are able to provide
such information as
product delivery
timing, ingredients,
country of origin as
well as applicable
skin types
• Clear indication of
product selections
and pricing
• Various payment
and delivery options
• Show products that
would go well with
the selected
products
• Payment option
availability such as
installment
• Search on top with
autofill and vague
search
• Show / filter by
category and key
brands
• Show list of the
stores with pricing
and store review
scores / numbers
Lazada, Shopee Facebook, Tiki
• Show list of the
stores with pricing
and store review
scores / numbers
• Clear indication of
pricing, delivery
options and
availability
• Indication of country
origin
Shopee Shopee Shopee, Tiki

EC shop journey: Worst online shopping experiences
Navigation Product overview Individual
product page
Basket page Post purchase
• No actions nor CRM
activities
• Product information
with product and
pricing only
• No Reviews or
reviews with no
useful information
(purchased reviews)
• No color variation
nor similar product
listing
• Too long list of
information
Customer
support
which only could
provide what is
available on website
• No social login
• Limited delivery /
payment options
• No recommendation
of related products
• Frequent pop-up
banners for
promotions
• Bad keyword search
which only works
when keywords are
fully input
• Site not designed
well for mobile, tablet
• Includes shops that
offers abnormally
low pricing (to doubt
the quality)
• Product image
photos are not
attractive or does not
support variety of
photos
hasaki The Gioi SkinFood
Some
marketplace site
Beauty specialist
site without
reviews

EC shop journey: Key factors
Always find what they look for (Product variety)
Reliability and authenticity in product quality Brand site
Updated useful information with good visuals
Good expertise support to give customized advice
when necessary
Showroom
Check out with easy-to use mobile experiences
Good delivery with nice packaging
Frequent promotion and convincing pricing
(never being tipped off)
Purchase from the trusted owner

EC potentiality in luxurious category

Luxurious brand for Vietnamese e-shoppers
Ohui, Shiseido and SK-II comes up on top. Low spenders consider Laneige or The Face Shop as the luxurious brand
Brand that comes up with “Luxurious” keyword
Q. What brand comes up when you hear luxurious brand?
19%
10%
8% 8%
7% 7%
5% 5% 5%
4% 4% 4%
3% 3%
2% 2% 2%
16%
10%
7% 6%
8% 8%
5%
6% 6%
4%
5%
3%
2% 3% 3%
1%
2%
24%
10% 10%
11%
7%
6%
7%
4%
3% 3%
1%
4% 4%
3%
1%
3%
1%
Total Mass user Heavy user

Opinions in buying luxurious cosmetic items online
8%
38%
43%
10%
1%
affordable products only
affordable products more
but could be used for
luxurious proucts
both of affordable and
luxurious products
luxurious products more
but could be used for
affordable products
luxirous productsonly
Online shopping is suitable for..
User
• Beauty spending: 665,000 VND / HHI: 17 VND
Reason
• Concerns on authenticity / origin: 63%
• Good price: 53%
• Good quality: 50%
• Good promotion: 49%
User
• Beauty spending: 645,000 VND / HHI: 19 VND
Reason
• Concerns on authenticity / origin: 70%
• Concerns on the quality: 64%
• Concerns on the pricing: 48%
• More trust in shops: 40%
Positive
(11%)
Negative
(46%)
54% are not negative buying luxurious items online. Barrier is authenticity / origin.
Q. What is most applicable to your opinion?
Neutral
(43%)

Online shopping site for luxurious items
5%
6%
7%
8%
8%
11%
13%
13%
13%
14%
21%
29%
36%
38%
43%
Zalo
Yes24.vn
Robins.vn
Leflair.vn
Nutycosmetics.vn
Sendo.vn
Instagram
Adayroi.com
Lotte.vn
Hasaki.vn
Foreign webiste (e.g Amazon.com)
Facebook
Tiki.vn
Shopee.vn
Lazada.vn
Foreign website (e.g Amazon.com) is relatively popular, which indicate the lack of trust in
domestic outlet
Q. In case you buy luxurious beauty care items, where do you think you would buy them?
Blue=Vietnam website
Red=Overseas website
Green=social

Impression when luxurious products are sold online
39%
31%
18%
12%
It is a widely available brand
It is a good value for money
brand
It is a modern brand
It is a brand that is close to me
Impression when luxurious products are
sold online
Online appearance does not give negative impression, although that may end up losing
its sense of premium when those are too much widely available.
Positive,
50%
No change,
47%
Negative,
3%
Impact when luxurious products are sold
online
Q. If you see the mentioned luxurious item on EC site, how much do you feel as the following? / How
do you feel about luxury brand that you mentioned being available on EC site?

Effective push factor to purchase untried luxurious
products online
Encouragement to make sure that the products are worth buying via reviews, friends
or professionals are effective. Sample is another effective method
Q. What are the source of information that you would
be persuaded to buy the untried luxurious makeup or
Skincare products?
User review
68%
(All= 52%)
Free samples
56%
(All= 24%)
Friends / Family
52%
(All= 36%)
Dermatologist /
Doctor
50%
(All= 26%)
All=information source for general products

Users are more open to purchase
luxurious products as they purchase
online more
48%
42%
52%
58%
Mass users
Heavy user
“online site can sell luxurious
items”
Luxury item triggers and barriers
Little resistance buying
luxurious items online
Users are more cautious as
the amount is bigger
Users take more cautious steps to
buy luxurious items, to make sure that
the items is “worth paying” (avoid
failure)
20%
30%
53%
44%
27%
26%
Mainstream item buyer
Luxury item buyer
“Is consultancy important?”
Very important Important Others
Provide information to gain
trust
Good product
images / videos
Chat support
via trained staff
High reviews Experts voices
Important to provide what potential
users look for timely both via static
information (e.g review) as well as live
info (chat)

Interview with the e-shoppers in Vietnam

Key findings from interview
Facebook as versatile hub for
e-shoppers
Difference of search - EC and
Facebook
Reviews / Chat as the strong
tool to be close to the shops
Facebook plays an indispensable
role not only as the information
source, but as the search of
consumer voices (reviews) as well
as online consultation (chat). Heavy
users tend to increase the usages
of Facebook shopping due to that.
Search plays a role to find the
product details. While the search on
google or EC site is sued to find the
product features (fact), Facebook
search is to collect the reviews.
Reviews are one of the important
factors in the consumers journey
They are dubious about the
products and reply on reviews and
chat to confirm the quality validity.
By doing this process, they get
closer to the shops and become the
repeaters

Key findings from interview
Doubts on authenticity Reluctance on skin-influencing
products
Showroom > Chat, as
information source
Although chat is highly appreciated,
some rely on show room for deeper
product information. They rely on
show room when they need the
levels of consultation in their
purchases
They are open in online shopping
purchase except for the cases that
products are the ones to influence
their skins. Most recognize their
skins as sensitive or allergic
The biggest concerns on the online
is the product quality and
authenticity. Some, who uses online
shopping frequently or have belief in
in-store more, take barcode to
check the product validity.

User profiles by types
Users who has a small
spending on beauty care.
Naturally, internet savvy
and have little resistance
buying things online.
Impulsive rather than well-
planned, and promotion
oriented. Less usage on
KOL but utilizes reviews on
Facebook and also rely on
friends’ advice
Casual users Heavy online users Offline users Social commerce users
Spending levels are top 10-
20% of urban users in
Vietnam. They are aware
of how to utilize online and
utilize multi-channel such
as EC, social commerce to
get the best information
and product in timely
manner. Usage of KOL as
trend factor is higher than
the other users.
Those who use in-store as
main channel. The
obstacles are the quality
concerns and her lack of IT
skills. Some of them feel
the process is too
complicated and rather
purchase at the shops
nearby that they are
familiar. Use online for
cost-efficient objective
Those who like to interact
over social network.
Facebook (and Instagram)
becomes the hub for their
information not only
receiving but also posting.
The whole process of
recognition to purchase
could end up only at
Facebook, as they have
some shops they trust and
feel close to.

List of interviewees
1. HCM, 28 years old, Heavy online group
2. HCM, 23 years old, Casual online group
3. HCM, 27 years old, Social group
4. HCM, 27years old, Offline group
5. HCM, 29 years old , Social group
6. HCM, 30 years old, Heavy online group
7. HCM 29 years old, Social group
8. HCM, 27 years old, Social group
9. Hanoi, 25 years old, Heavy online group
10. Hanoi, 29 years old, heavy online group
11. Hanoi, 28 years old, Social group
12. Hanoi, 29 years old, Heavy online group
13. Hanoi, 25 years old, heavy online group
14. Hanoi, 21 years old, Offline group
15. Hanoi, 31 years old, Social group
16. Hanoi, 28 years old, Casual group
• Heavy online group = those who spend on beauty EC heavily
• Casual online group = those who spend on beauty EC moderately
• Social group = those who use social commerce often
• Offline group = those who use more traditional shopping than EC

1-1. Profile (28 years old, Heavy Online group)
Makeup Skincare
Owned item Lipstick / Concealer / Mascara / Foundation Sunscreen/ CC cream / Cream / Nourishing mask
Monthly spending Not fix, it depends on the demand and whether the product is out off or not (~At least 500,000 VND in average).
Favorite brand 3CE / OFÉLIA / Revlon CC cream Melano / Night cream Shiseido Aqualabel
Purchase factors
 Friend’s reviews (WOM)
 Review from others source: Giang oi review (youtube channel), site’s view.
 Consultant of staff
 Product can be reimbursed
Location to buy
Both of online and offline. Something sensitive for her skin, she buys
at offline stores, otherwise online is the main channel. She uses the
local shops nearby her house
Both of online and offline. She uses online for something
that she is familiar with using. Otherwise, she uses offline for
her delicate skin.
Online site to use
Last offline purchase item Foundation Cream
Last online purchase item Lipstick Nourishing mask
• Name: Nguyễn Thị Thu Cúc
• Age: 28
• Area: Ho Chi Minh
• HHI: 20 millions
• Occupation: Office staff
• Living: With family
• Online device: Mobile
• Married status: Single
• Makeup frequency: 3-4 times/week (or special occasion)
• Skincare frequency: Everyday
• Online purchase frequency (general): 1 time/ week
• Online spending / month (general): At least 500,000 VND
• Favorite online site: Lazada, Tiki, Facebook, wholemart cosmetic
• Beauty information source: Friends (WOM)

1-2. Channel usage
Category Subcategory Online Offline
Makeup
purchase
Product to purchase
Lipstick, mascara
• Fast, conveniently and be recommended by friends.
• Familiar product
Concealer, Foundation, Cream, Nourishing mask
• See new trend product at store and want to try.
• Want to test in case of causing irritation for skin.
• High-end product (such as Shiseido) and first time purchase.
Product not to
purchase
Cream or foundation
To make sure that product are suitable for her skin.
With familiar product and familiar shop, she refer to buy online for more
convenience.
Because she is quite busy and does not have time
Stores in use
Skincare
purchase
Product to purchase
Sunscreen
• Fast, conveniently and be recommended by friends.
• Product does not cause irritation for skin
Facial cream.
For new brand, she needs to try at store
Product not to
purchase
Not refer to buy cream online for the first time –
Skin is sensitive, need to try before giving purchasing decision.
Stores in use
Needs for..
 Replenishment – When she works and does not have time so it
is fast and convenient
 She is lazy to go to store.
 To eliminates case that she will buy new things but not needs.
 Replenishment – When she saw for new product, to make sure that
product does not cause irritation for her skin.
 For luxurious products, she need to test/ experience herself before
purchasing.
Where to
buy
Replenishment
products
Continuously using online channel if the quality of product is good and
suitable for skin.
Not refer to use this channel for replenishment familiar products, because it
is not convenient and take times.
Affordable products
Both channels are considered to be used.
There are some promotion programs on special occasions that announced by friends (such as: sale season on Tiki, Lazada, promotion at store – 1year
anniversary). Her friends well know about these program. On that case, she can buy online or offline, depend on place has promotion.
Luxurious products
This channel will be the second action
She does trust to purchase online for luxurious product for the first
time
This channel will be the first action.
Because this product is expensive and she needs to test herself before
buying.

Start
1-3. Path-to-purchase
Now that her skin is
sensitive, she checks the
ingredients at brand
website
2. Quality verification
3. Price comparison
Compare the price at Brand site (e.g
Shiseido) then check other EC site (tiki,
Lazada etc) to see the price range.
Sometimes talk with online agent for
advice (e.g skin condition, delivery time)
4. Product evaluation
Ask friends, who has same skin types,
who have used the products via direct or
chat, then make my decision based on
their feedback
5. Channel consideration
She considers to buy online most of the cases
except for luxurious products. She looks for
Facebook shop first as she trusts the shop
from the past purchase. If the product is not
available, she will look for Lazada or Tiki
6. Sharing
I chat with my friends when
asked about the product. I also
have posts the photos of the
packages when attractive (e.g
OFÉLIA lipstick)
1. Recognition
She comes to recognize about
the new products via internet
/social surfing and
advertisement. Kenh 14 is her
favorite source

1-4. Source for beauty online purchase - Online
Category Usage Importance Name Occasions Reasons to use
Search 4 5 Google
When see new things, or want to update
information of product.
When need to have information about new product, things.
Newsletter
Chat 5 5
 Friends
 Shop’s
owner/ Staffs
When skin gets trouble and needs product
to improve skin.
 Because her friend’s skin is same condition with
hers
 She believes the shop that she used to buy,
because she knows the shop owner well.
KOL 4 4 Giang Oi Anytime, when having free time
Seeking for advice, and this KOL can be reliable than
others since she may not be paid for review product.
Social group
Online ad (banner)
Brands posts on FB
TV
Magazine
Beauty counsellor
Product sample
Friends 5 5 Friends recommend/ reviews
To seek suitable product for skin and skin of friend is
similar to her skin.
Family 5 5
* Usage and importance is based on 5 criteria (5=highest, 1=lowest)

2-1. Profile (23 years old, Casual online group)
Makeup Skincare
Owned item Lipstick, cushion, mascara, foundation Facial moisturizer, cleanser, micellar water, toner
Monthly spending 500,001 - 700,000 VND 300,001 - 500,000 VND
Favorite brand YSL, Shu Uemura, MAC, NARS, The face shop. La Roche Posay, Kiehl’s, Muji
Purchase factors
 Review from Lam Dep Group on Facebook
 Convenience, quick delivery
 Friend & family recommendation
 Replenishment
Location to buy
Both of online and offline, for some product need to be tested on skin
and she uses first time, she can consider to buy offline. Otherwise,
there is no store in Viet Nam, she will refer to buy online and for the
familiar product also.
Both of online and offline, she uses offline channel for her oil skin,
regarding familiar product, she can buy online for more convenient
Online site to use
Facebook shop (Hằng Pháp, Nguyen Do Trang), brand shop, Shopee Facebook shop (Hangphap, Nguyen Do Trang), brand shop, Shopee
Last offline purchase item Lipstick Toner
Last online purchase item Micellar water Mask
• Name: Ha Pham Kim Vy
• Age: 23
• Area: Ho Chi Minh city
• HHI: Above 30 mil VND
• Occupation: Freelancer
• Living: with family
• Makeup frequency: Daily
• Skincare frequency: Daily
• Online purchase frequency (general): Once a month
• Online spending / month (general): 500,000 – 700,000 VND
• Favorite online site: Facebook shop
• Beauty information source: Friend & family, FB beauty group,
FB shops, Shopee

2-2. Online / offline channel usage
Makeup
purchase
Product to purchase
Replenishment items – Lipstick:
She knows these products clearly, and does not have time to go to the
shop. It’s fast and convenience. She will buy on the familiar shop.
 Lipstick, cushion: want to know if this product is fit her and would
like to test the product before purchasing.
 The high-end products/ brands: she refers to buy offline to make
sure she pays what she wants.
Product not to
purchase
Makeup items – Foundation: Need to fit her skin color, she would like to
test on her skin before purchasing
Cotton remover: it’s easy to purchase and does not affect too much.
Stores in use Facebook Hangphap, Facebook Nguyễn Đỗ Trang, Shopee Kiehl’s, NARS…
Beauty care
purchase
Product to purchase Facial cleanser (used to use): know exactly the product
Facial treatment: need to get the advices from seller based on the skin
type
Product not to
purchase
Facial treatment: need to get the advices from seller based on the skin
type
NA
Stores in use Hangphap, Nguyễn Đỗ Trang, Shopee Kiehl’s, NARS…
Needs for..
 Replenishment – She familiar with product and does not have time to
go to the shop
 Fast delivery and convenience
 Purchase new products – Need to be advice from staff directly with
her skin, need to experience herself.
 Update new products if any – In case the brand website does not
update their new product on website.
Where to buy
Replenishment
products
She will buy from these online shops because of trust and understanding
products clearly.
She enjoys purchasing replenishment product online than going to the
store
Affordable products
Both channels are considered to be used:
 She will buy online if she has a chance to use the sample or has the recommendation from friends.
 If this brand is available in Vietnam, she would like to smell, touch the product, see the package for detail information (ingredients, date,.,)
Luxurious products
This channel will be considered, if she needs to replenish the product, she
will buy it online in brand website to make sure she purchase the authentic
product
This channel will be considered: she’d like to know exactly what she
purchase from the package to the product detail then get the advices
from the professional person and for the next time, she can buy online
via Brand sites.

Start
3. Product reviews (online)
6. Sharing
asked about the product. Do not
have any posting activities about
product
1. Recognition
She recognizes about the new products
via Facebook posts of her favorite
shops, since she is a member of Beauty
Group on Facebook. She surfs
Facebook daily.
2. Product review
5. Price comparison
She goes back to the
Facebook group to check the
post regarding the pricing as
she trust the information of
these groups. After this, she
compares the pricing at EC
site of Lazada and Shopee
She will check Facebook shops that she uses often.
If the product is available at this online retails she
purchases them. In case the product is not
available, she goes to Shopee and Lazada
marketplace. She searches by the product name at
the top page. She chooses the shops with a good
reviews. After confirming some good reviews, she
makes a purchase.
She googles with product name and
click the URLs where the domains are
familiar to check ingredients and how-
to-use as well as expiration date.
She looks for Facebook beauty group
by inputting the product name. Based
n the list, she looks for a certain group
to see the reviews about this product.
4. Product reviews (friend)
She communicates with her friends
both via online and offline to see if
they have used products and the
evaluation if they do.

Category
Usage
(1-5, 5
highest)
Importance
(1-5, 5 highest)
Name Occasions Reasons to use
Search 5 5
Shopee
Google, Facebook, Instagram
Follow to trend, replenishment, promotion
Get more information, check
information, check price, read review
Chat 5 5
Shopee
Google, Facebook, Instagram
Find the new item which do not use before
information, check price, delivery
time, promotion
KOL 3 2 YouTube, Facebook, Instagram Trendy, how to makeup
They are pretty, have a lot of
experience in makeup and using
skincare, giving tips
Social group 5 5 Facebook Daily – in free time
Get promotion code, read the review,
follow to trend
Online ad
(banner)
3 1 Facebook, Instagram See it in Facebook or Instagram Good picture and content
Brands posts
on FB
4 3 Facebook See it in Facebook or Instagram
Believe in the posts, check the new
items
TV
Magazine
Beauty
counsellor
4 4 Spa (Livity) Go to the spa Want to get the professional advices
Product
sample
5 5 Kiehl’s, The Face shop, NARS Go to department store, guardian Free, test the new product,
Friends 5 5 NA Recommend the good and effective products Believe in recommendation
Family 5 5 NA Recommend the good and effective products Believe in recommendation

3-1. Profile (27 years old, Social group)
Interviewee
photo
Makeup Skincare
Owned item Lipstick/ Lip gloss/ Eye brow liner.
Sunscreen/ Lotion/ Eye cream/ Hand cream/ Serum/ Anti-dry skin /
Facial wash/ moisturizer cream.
Monthly spending Not fix, it depends on the demand and whether the product is out off or not (~500,000 – 700,000 VND in average).
Favorite brand KIKO / BJ Innisfree
Purchase factors
 Review from friends
 Skin gets trouble and need to improve skin => surf the internet to find out which product need for skin.
Location to buy
Both online and offline. She mainly buys offline for Makeup
product, which not much affect to her sensitive skin.
Both online and offline. She refers to buy online for familiar product, but
for the new product, she needs sample or test directly at store to make
sure it does not cause irritation for skin.
Online site to use / Brand’s website / Brand’s website
Last offline purchase item None None
Last online purchase item Lipstick Sunscreen
• Name: Tăng Kim Phụng
• Age: 27
• Area: HCM
• HHI: Above 30 millions
• Living: With husband and family
• Online device: Mobile, Laptop
• Married status: Married
• Makeup frequency: Rarely, in special occasion
• Online purchase frequency (general): 1 time/week
• Online spending / month (general): 1,000,000 VND
• Favorite online site: Tiki
• Beauty information source: WOM, review

Makeup
purchase
Product to purchase
Lipstick, sunscreen, eyebrow pencil:
• These products are familiar
• Convenient
Lipstick and eyebrow pencil:
Just visit the shopping mall and see new product, want to try.
Product not to purchase
The product that affects directly to skin, such as: moisturizer
cream.
Lipstick
Since this product is not much affect directly to skin, can buy online
if she likes the color
Stores in use / Brand website. Department store, brand’s store
Beauty care
purchase
Product to purchase
Facial wash, Facial moisturizer
In case that Skincare product is suitable for her skin and trust the
shop, she will turn offline into online for more convenience.
New product that affects directly to skin, so she needs to test
before buying
Product not to purchase
New product that affects directly to skin, so need to test before
buying
For the product that she used to use
Stores in use / Brand website. Department store, brand’s store
Needs for..
 Replenishment - With familiar product for more convenience
 Like the product and want to try
 Replenishment – Make sure that product does not cause skin’s
irritation.
 For the product affect directly to skin
 First time to buy product
 For the luxurious product
Where to buy
Replenishment products
Continue to purchase via online channel if the shop is familiar and
trust the quality of product.
Can be considered if the product is new and luxurious.
Affordable products
Online channel can be considered since it is not too much
expensive. She is willing to try affordable products.
She can also consider offline channel if it is convenient for her
while she goes to shopping mall or showroom.
Luxurious products
If she needs to replenish the product, she will buy it online in
brand website to make sure she purchase the authentic product.
She’d like to know exactly what she purchases from the package to
the product detail then get the advices from the staff, whether
product is suitable for her skin or not.

Start
She will refer to look for product has good
moisturizing function. So she will read the
ingredient of some product according to
the result from google searching. And will
choose the brand has best moisturizing
function by herself by reading reviews
from mevabe, webtretho website, group
on Facebook, youtube.
4. Price comparison
After deciding the brand by herself, she
will search for Brand website, sometimes
she gets reviews from friends, just for
reference, since product might suitable
for friend’s skin but not suitable for hers.
She refers to buy online when she knows clearly
about product: price, function, ingredients, also
refer friend’s ideal about trusted shop, for familiar
product she continuously uses online channel for
next shopping. She searchs on brand site first,
then tiki, lazada, except for the luxurious
6. Sharing
asked about the product. Do not
have any posting activities about
product
1. Recognition
Randomly search on
Google to find a suitable
product for skin.
After choosing product, she will search
brand site, the fanpage of that product
on Facebook, also other big EC
site:(such as: Tiki, lazada, Shopee) to
check price

Category
Usage
(1-5, 5
highest)
Importance
(1-5, 5
highest)
Search 5 5
Google, facebook, other website:
mevabe, webtretho,…
time, promotion
Newsletter
Chat 4 4 Facebook
Daily – in free time
Get more information
KOL 1 1 Beauty blogger Not believe much Not believe much
Social group
Online ad
(banner)
Brands
posts on FB
4 4 Facebook See it in Facebook
items
TV
Magazine
Beauty
counsellor
Product
sample
Friends 5 5 NA When having new product
Want to get information and review
from friends
Family 4 4 NA When having new product
Want to get information and review
from family.

4-1. Profile (27 years old, Offline group)
Interviewee
photo
Makeup Skincare
Owned item
Lipstick, cushion, mascara, foundation, powder, eye pencil, eye liner,
powder.
Mask, lotion, sunscreen, facial moisturizer, facial cleanser,
serum.
Monthly spending 500,000 - 700,000 VND 200,000 - 300,000 VND
Favorite brand 3CE, L’Oreal Paris, Shiseido, Missha, Innisfree Innisfree
Purchase factors
 Convenience
 Quick delivery
 Replenishment
 Follow the latest makeup trends
 Replenishment
 Quick delivery
 Convenience
Location to buy
Both of online and offline. Regarding the online she will buy the product
that she is familiar, but for the product need to test color to suits her skin
(eye pencil, powder), she refers to offline channel.
Both of online and offline. She refers to buy online since there
is no store, except some product is online sale.
Online site to use
Last offline purchase item Lipstick Facial moisturizer
Last online purchase item Sunscreen Mask
• Name: Phạm Đỗ Anh Thư
• Age: 27
• Area: Ho Chi Minh city
• HHI: Above 30 mil VND
• Occupation: English teaching assistant
• Living: with family
• Online device: Mobile, laptop
• Makeup frequency: Daily
• Online purchase frequency (general): Once a month
• Online spending / month (general): 700,000 – 1,300,000 VND
• Favorite online site: Innisfree, Saigonscent, Facebook
• Beauty information source: Beauty blogger,Youtube,Facebook

Makeup
purchase
Product to
purchase
Replenishment item – Lipstick:
• Old item, knows these products clearly
• Does not have time to go to the shop.
• It’s fast and convenience.
• Shop does not have store in Vietnam
Makeup items – Lipstick, eyeshadow, eyebrow
Wants to test many color on skin before purchasing.
New products:
• She will go to the store/ department to try out the new things or receive the
sample
• For the high-end products/ brands to make sure she pays what she wants.
Product not to
purchase
 Makeup items need to fit her skin color, she would like to test on
her skin before purchasing – eyeshadow
 New product
She prefer to buy the replenishment items online instead of going to the shop
Stores in use
Skincare
purchase
Product to
purchase
Facial cleanser (used to use):
- know exactly the product
Facial moisturizer, treatment:
- need to get the advices from seller based on the skin type
Product not to
purchase
Facial treatment:
- need to get the advices from seller based on the skin type
Stores in use
Needs for..
 Replenishment
 Fast delivery, convenience
 Do not want to go to the shop
 Have promotion, discount
 Purchase new products
 Get the advice from sale staffs or the beauty counsellor in this shop.
 Update new products if any
 Receive the sample and try the sample first before purchasing product
Where to
buy
Replenishment
products
Lazada shop:
She will buy from these shops because of trust and understanding
products clearly.
She enjoys purchasing replenishment product online than going to the store
Affordable
products
Facebook shop:
She will buy online if she has a chance to use the sample or has the
recommendation from friends.
Brand store: if this brand is available in Vietnam, she would like to have real
experience of product.
Luxurious
products
Brand website:
- if she needs to replenish the product, she will buy it online in brand
website to make sure she purchase the authentic product
Brand store , department store:
- she’d like to know exactly what she purchase from the package to the product
detail then get the advices from the professional person.

Start
She usually chats with staff on
website or facebook shop to get
more detailed of product. Whether
product is suitable for her skin.
3. Price comparison
Refer review from KOL on Youtube,
causes she believes in KOL
She refers to buy offline most of case for directly
test product from familiar shop and for
accumulating point for member. Sometimes, she
buys online causes the product is out off store, or
not available at Viet Nam
7. Sharing
asked about the product. Not
usually post any review about
product on SNS
1. Recognition
Usually update new Makeup
trend from KOL on Youtube, and
see new product from KOL’s
review on Youtube.
Check the range price of product via
Brand’s site (if any) Lazada and Facebook
shop. She will refer the higher price when
comparing with range one. She believes
that the high price will be authentic
product
Search the information of product
that she interested when watching
Youtube then comes to Lazada then
Facebook
2. Initial searching

Category
Usage
(1-5, 5
highest)
Importance
(1-5, 5
highest)
Search 5 5
Shopee
Google, FB, Instagram
Follow to trend, replenishment, promotion
information, check price, read
review
Chat 5 5
Shopee
Google, FB, Instagram
time, promotion
KOL 3 2 YouTube, FB, Instagram Trendy, how to makeup
They are pretty, have a lot of
experience in makeup and using
skincare, giving tips
Social group 5 5 FB Daily – in free time
Get promotion code, read the
review, follow to trend
Online ad
(banner)
3 1 FB, Instagram See it in FB or Instagram Good picture and content
Brands posts
on FB
4 3 FB See it in FB or Instagram
items
TV
Magazine
Beauty
counsellor
4 4 Spa (livity) Go to the spa
Want to get the professional
advices
Product
sample
5 5 Kiehl’s, The Face shop, NARS Department store, guardian Free, test the new product,
Friends 5 5 NA Recommend the good and effective products Believe in recommendation
Family 5 5 NA Recommend the good and effective products Believe in recommendation

5-1. Profile (29 years old, Social group)
Interviewee
photo
Makeup Skincare
Owned item Pressed powder / Face cream/ Blusher/ Lipstick Milk Cream/ Toner/ Serum / Facial wash
Monthly spending Not fix, it depends on the demand and whether the product is out off or not (~300,000vnd in average).
Favorite brand Candy perfect, T.Y.A, Essance The face shop
Purchase factors
 Convenience, quick delivery
 Attractive advice from staff
 Replenishment
 Give gift for teacher
 Product has good review
 Replenishment
 Product has good review
Location to buy
Most of product she buys online via familiar shop, causes she
knows well about the shop owner. This shop owner is her ex-
colleagues
Both online and offline can be consider, some of product she
buy at shopping mall while going out with friends and some
product she buy via familiar Facebook shop.
Online site to use
Last offline purchase item Pressed powder None
Last online purchase item Face cream, lipstick Milk Cream
• Name: Tạ Thị Như Quỳnh
• Age: 29
• Area: HCM
• HHI: 20 millions – 30 millions
• Living: With husband and son
• Married status: Married
• Makeup frequency: Everyday
• Online purchase frequency(general): 1 times/week
• Online spending / month (general):700,000 – 1,000,000 VND
• Favorite online site: Facebook
• Beauty information source: Facebook, magazines

Makeup
purchase
Product to purchase
Lipstick.
Since, lipstick does not affect to skin and it’s not important so she can
buy online.
Pressed powder.
She can test product with her skin at store.
Product not to
purchase
Willing to buy any Makeup product, if staff gives advice attractively and feel it is suitable for her, then shen can consider to buy online or
offline.
Stores in use
Facebook
• Used to buy product at Facebook shop, and the staff advise
enthusiastically
• Seem that the product is suitable for skin via review on Facebook.
Hand carry by friends
Beauty care
purchase
Product to purchase
Face cream
There is a friend sell cream, she trust and buy
Milk cream
Be convinced by staff
Product not to
purchase
There is no product that she does not intend to buy via both online and offline
Stores in use Supermarket, shopping mall
Needs for..
 Replenishment
 Gift for teacher
 Convenience
 Fast delivery
 Do not have time to go to store
 Product is suitable for skin
 Reasonable price
 Replenishment
 Go to shopping mall/ supermarket with colleague then be
advised by staff and buy.
Where to buy
Replenishment
products
Online channel can be considered, since it is convenient and she is
busy to go out for purchasing.
She will refer to purchase via online for product that she believe
and used to use, for the product that she first time to purchase
she can consider to buy offline.
Affordable products Same as replenishment products Same as replenishment products
Luxurious products
She will refer to buy at shopping mall, showroom, store for the luxurious
products.
Since the price of product is high and need to consideration
She will refer to buy at shopping mall, showroom, store for the
luxurious products. Since the price of product is high and need
to consideration.

Start
Ask information about the product at
familiar Facebook shop. She also
chats with staff about ingredients
detail.
2. Price comparison
She reads the reviews on
facebook,, webtretho, and get
reviews from colleagues via chat
6. Purchase
In case the products are less than 1M
VND, she makes a purchase at familiar
Facebook shops due to higher trusts in
the owners. In case the product is more
expensive, she may have considered the
other channels that has more trusts in
products such as brand shops.
7. Sharing
She chats with my colleagues
when asked about the product.
Not post on Facebook
1. Recognition
New products are often recognized when
reading women newspaper/ magazines
and chat with colleagues. Occasionally,
she recognizes new products via
newsfeed of Facebook shop that she
follows as well as messages from the
facebook shops.
She searches the price on Lazada, by
inputting keyword, and compare the
price between shops. She shortlists the
shops by prices.
3. Price consideration
In case the product cost 300,000vnd and
less, she tends to buy it without
hesitation. In case the product is more
pricy, She will check the product detail to
make sure it is worthwhile

Category
Usage
(1-5, 5
highest)
Importance
(1-5, 5
highest)
Search 3 4 Google, Afamily. When see new product
Want to get more information about
product
Newsletter
Chat 4 4 Friends Breaking time at company To know about the new product
KOL
Social group
Online ad
(banner)
Brands
posts on FB
TV
Magazine 5 5 Women Every free time at company Entertain
Beauty
counsellor
Product
sample
Friends 5 5 NA Every free time at company
Friend well knows about Makeup or
Skincare product, so she believes
Family NA

6-1. Profile (30 years old, Heavy online group)
Makeup Skincare
Owned item Lipstick, cushion, mascara, powder, eye pencil, blush, Lip gloss Facial wash, facial cream, sunscreen, body lotion
Monthly spending Not fix, it depends on the demand and whether the product is out off or not (~300,000 – 400,000vnd in average).
Favorite brand Laneige, YSL, MAC Cetaphil, KOSE, L’oreal, Olay
Purchase factors
 Replenishment
 Get review from friends (about the product and shop to buy), because she trusts friends
 Product can be reimbursed
 She is busy, not have time to go out go it’s convenient.
Location to buy
Mostly is online. She refers to buy online with familiar product, which
does not much affect directly to her facial skin. But sometimes, which
for luxurious product she can come to store or have friend hand carry
for her.
Both online and offline. Continuously using online channel
for familiar product, with new product , she will to come
store first.
Online site to use
Last offline purchase item Mascara None
Last online purchase item Lipstick Facial cream
• Name:Ngô Thị Bích Trâm
• Age: 30
• Area: Ho Chi Minh
• HHI: 14,000,001 – 20,000,000 VND
• Occupation: Not working
• Living: With family
• Makeup frequency: 1-2 times/ week
• Online purchase frequency (general): 1 time/ week
• Online spending / month (general): 500,000 – 700,000 VND
• Favorite online site: Shopee, lazada
• Beauty information source: WOM

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