1.
Q&Me is online market research provided by Asia Plus Inc.
Face wash behavior among Vietnamese females
Asia Plus Inc.

2.
Overview
Washing face is a very important step for
skincare. This survey was made to
understand clearly the face washing
behavior among females.
This survey was conducted among more
than 531 female, who are between 16
and 44 years old, live in Ha Noi and Ho
Chi Minh city.

3.
Skin types
Combination skin is the most, followed by the dry skin and
sensitive skins
8%
8%
20%
28%
35%
Dry skin Sensitive skin Normal skin Oily skin Combination skin
Q. What is your skin type? (N=531)

4.
Concerns about skin care
53% 53%
44% 43%
39%
37%
35% 34%
30%
24%
Acne Large pores Dark circles
under eyes
Acne scars Anti-ageing Oily skin Dark spots Wrinkles Freckles Dry skin
Acnes is the biggest concerns, followed by the large pores and dark circles
Q.What are your concerns on your skin care of your face? (N=531)

5.
Concerns about skin care – by age
53% 53%
44% 43%
39%
37%
35% 34%
30%
24%
69%
61%
45%
58%
21%
39%
27%
21%
24% 24%
47% 47% 48%
36% 37%
33%
30% 30%
25%
21%
48%
53%
38%
41%
54%
39%
46%
49%
42%
26%
Acne Large pores Dark circles
under eyes
Acne scars Anti-ageing Oily skin Dark spots Wrinkles Freckles Dry skin
Total
16-24
25-29
30-44
The youth are concerned more on the acnes, while the elderlies have higher
ratio for anti-aging and wrinkles
Q.What are your concerns on your skin care of your face? (N=531)

6.
Consumer behaviors by skin types
53% 53%
44% 43%
39%
37%
35% 34%
30%
24%
69%
61%
45%
58%
21%
39%
27%
21%
24% 24%
47% 47% 48%
36% 37%
33%
30% 30%
25%
21%
48%
53%
38%
41%
54%
39%
46%
49%
42%
26%
Acne Large pores Dark circles
under eyes
Acne scars Anti-ageing Oily skin Dark spots Wrinkles Freckles Dry skin
Total
16-24
25-29
30-44
The youth are concerned more on the acnes, while the elderlies have higher
ratio for anti-aging and wrinkles
Q.What are your concerns on your skin care of your face? (N=531)

7.
Face wash behaviors
Those who wash faces twice per day is the most
- 54%
Q. What is your skin type? (N=531)Q.How often do you wash your face? (N=531)
2%
17%
54%
17%
11%
Less than once a day Once a day Twice a day
Three times a day Above 3 times a day

8.
Product in use for face washing
Cleansing foam is used the most, followed by milk cleanser
46%
29%
25%
22%
17% 17%
15%
13%
11%
5% 5%
3%
0%
33%
17%
2%
11%
8% 8%
5% 4%
7%
2% 1% 1% 0%
Cleansing
Foam
Milk
Cleanser
Remover Clensing
cream
Cold water
only
Cleansing
Gel/ Jelly
Foam
Scrub Cleansing
Oil
Soap Body soap Salt Hot water
only
Others
Q. What do you use when you wash your face? / Q What are the reasons that you use the product that you previously had selected (N=531)

9.
Reasons to use face washing
39%
14%
16%
15%
14%
37%
10%
13%
59%
35%
30%
30%
25%
22%
19%
17%
Clean off dirt
Acnes prevention
Natural ingredients
Acceptable price
I like the feeling of the skin
after using the product
Good availability
Good fragrance
My skin do not get stiff
Reasons to use
Cleanser user
Non cleanser user
84%
16%
Cleanser usage
Yes No
Cleansing foam is used the most, followed by milk cleanser
Q. What are the reasons that you use the product that you previously had selected?

10.
(Non-users) Reasons to avoid cleanser
Cleansing foam is used the most, followed by milk cleanser
38%
24%
16%
11%
11%
11%
9%
7%
7%
5%
The other products are good
It damages my skin
I have an allergy to the products
My skin is too sensitive for those…
High cost
I got an itch after using the product
Unable to get the expected results
Hard to use
Concerns on the ingredients
I do not like the feeling of the skin…
Reasons not to use
Q. What are the reasons that you do not use face wash?
84%
16%
Cleanser usage
Yes No

11.
(Users) Important factors in choosing cleanser
Cleansing foam is used the most, followed by milk cleanser
60%
47%
45%
40%
38%
38%
32%
28%
26%
24%
Clean off dirt
Natural ingredients
Acnes prevention
Good price
Skin feeling after the usage
It minimizes pores
It clears up blackheads
My skin do not get stiff
Good availability
It is no alcohol
Factors to choose
Q. Which factors do you consider when choosing a cleanser?
84%
16%
Cleanser usage
Yes No

12.
Face washing timing
Concentrations on morning and before sleeping
Q. When do you use cleanser?
14%
55%
4%
7%
21%
9%
5%
4%
4%
9%
70%
When I take a bath
At night, before going to sleep
In the evening, after dinner
In the evening, before dinner
In the evening, after coming back home
In the afternoon, after taking a nap
In the afternoon, after lunch
In the afternoon, before lunch
In the morning, after going out
In the morning, before going to work/…
In the morning, after getting up

13.
Popular cleanser products
Pond’s, The Face Shop are the most popular cleanser products
23%
16%
15% 15%
12% 12% 11% 11%
9%
8%
6%
3% 3% 3%
14%
17%
11%
8%
7%
6% 6%
8%
6%
4%
5%
3%
2% 2% 1%
14%
Q. What is the brands of cleanser you currently use? (n=458)

14.
Product satisfaction
60%
35%
34%
33%
31%
Clean off dirt
I don't have a allergy
Acnes prevention
My skin is soft after using the product
Natural ingredients
Satisfaction reasons
Q. What are the reasons that you do not use face wash?
23%
53%
20%
3%
Satisfaction level
Very satisfed Satisfied Neutral Not satisfied
31%
23%
23%
23%
15%
My skin gets dry
Unable to get the expected results
It is not rinsed off well
It does not minimize pores
Do not like the skin feelng after the…
Non-satisfaction reasons

15.
User behaviors by skin types
Normal skin Dry skin Oily skin Sensitive skin Combination skin
Anti-aging,
Dark spot
Acnes
(acnes scars)
Acnes
(acnes scars)
Large pores
Dark circles,
Large pores
87% 73% 93% 80% 72%
High cold water
usage
High cleansing milk
ratio
High cleansing
form dependency
Multi-usage.
Cleansing form +
gel.
Cleansing form
1. Clean off dirt
2. Price
3. Natural ingredient
1. Clean off dirt
2. Price
3. Availability
1. Clean off dirt
2. Acnes prevention
3. Price
1. Clean off dirt
2. Natural ingredient
3. Acnes prevention
1. Clean off dirt
2. Availability
3. Natural ingredient
1. Pond’’s
2. The Face Shop
1. Pond’’s
2. The Face Shop
1. Pond’’s
2. Acnes
1. Pond’’s
2. Acnes
1. Pond’’s
2. Innisfree
31% 34% 36%
16-24 25-29 30-44
20% 32% 49%
16-24 25-29 30-44
28% 33% 38%
16-24 25-29 30-44
25% 39% 36%
16-24 25-29 30-44
20% 52% 28%
16-24 25-29 30-44
Age
Concerns
Those who
wash 2/day
and more
Product in
use
Product
expectation
Brand in
use

16.
Locations to purchase
Supermarket and cosmetic stores are popular.
Online follows as No.3 outlet to purchase
Q. Where do you usually buy cleanser? (N=458)
3%
8%
10%
12%
14%
19%
30%
30%
41%
42%
Local market
Spa/ Beauty centres
Facebook
Drugstore
Grocery
Convenient store
Drug chains
Online
Cosmetics store
Supermarket

17.
50%
HCM
50%
HN
City
25%
16-24 y.o
40%
25-29 y.o
30-40,
35%
Age 1%
1%
1%
1%
2%
4%
5%
8%
78%
Unemployed
Homemaker
Student (High School)
Other
Freelancers
Self-Employed
Part-time Employment
Student (University/College)
Full-time Employment
Occupation
5%
50%
45%
Married, without kid
Married, with kid
Single
Marital status 1%
2%
6%
8%
5%
10%
23%
11%
12%
8%
15%
Below 3,000,000 VND
3,000,000 - 5,000,000 VND
5,000,001 - 7,500,000 VND
7,500,001 - 10,000,000 VND
10,000,001 - 12,000,000 VND
12,000,001 - 15,000,000 VND
15,000,001 - 20,000,000 VND
20,000,001 - 25,000,000 VND
25,000,001 - 30,000,000 VND
30,000,001 - 35,000,000 VND
35,000,000 VND and more
Household income
Respondent profile (N=531)

18.
Q&Me – About Online Market Research Services

19.
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

20.
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. 500,000 members as of April, 2019
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

21.
Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
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.
Our quality score by SSI

22.
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.

23.
Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
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Asia Plus Inc.
Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3,
HCM City, Vietnam
Tel. +84 2839 100 043