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Women only trust women in cosmetic

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Vietnamese women crazy get over Korean skin care products

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http://www.di-onlinesurvey.com/

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Women only trust women in cosmetic

  1. 1. Feb 2015 DI-MARKETING VIETNAMESE CONSUMERS BEHAVIOR STUDY TOWARD COSMETIC
  2. 2. 1 90% FEMALE CONSUMERS USE SKIN-CARE What type of beauty products do you know? High ratio of skincare users, but still medium and low for make-up and base make-up 90% 43% 27% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Skin care (Cleansers, moiturisers, toner, scrubs, mask, serum) Make up (Lip stick, mascrara, eyeliner, eye shadows) Base make up (Foundation, concealler, BB cream, CC cream) I don’t know any type of products above N = 1112
  3. 3. 2 93% 70% 64% 1% 91% 53% 49% 1% 90% 43% 27% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Skin care (Cleansers, moiturisers, toner, scrubs, mask, serum) Make up (Lip stick, mascrara, eyeliner, eye shadows) Base make up ( foundation, concealler, BB cream, CC cream) I don’t know any type of products above N = 1112 Know Think important Actually use What type of beauty products do you know? What type of beauty products do you think is important? What type of products do you frequently use ( more than 4 times/ week)? Big gap between awareness and actual usage of make-up and base make-up THERE IS STILL A BIG DIFFERENCE BETWEEN AWARENESS AND ACTUAL USAGE
  4. 4. 3 98% CARE ABOUT ORIGIN OF COSMETICS Do you care about the origin of the skin care and cosmetic products, which countries? Korea, US and France are the top 3 countries 0% 2% 3% 12% 16% 23% 36% 38% 41% 51% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% Others No Yes ( China) Yes ( Australia) Yes ( Britain) Yes (Thailand) Yes ( Japan) Yes ( Vietnam) Yes (France) Yes (USA) Yes ( Korea) N = 1112
  5. 5. 4 AMONG TOP SKIN-CARE BRANDS: L‘OREAL, OHUI AND THE FACESHOP ARE THE TOP RECOGNIZED. In your opinion , which brands below are famous for skin care? Which brand are you using for skin care ? However, The Faceshop and L‘oreal have the highest usage ratio 59% 54% 52% 45% 37% 35% 29% 26% 23% 23% 21% 20% 17% 15% 13% 12% 12% 8% 7% 7% 5% 5% 5% 2% 2% 1% 25% 13% 28% 14% 13% 11% 9% 6% 6% 6% 6% 5% 5% 6% 3% 4% 2% 3% 2% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% N = 1112 Aware Using
  6. 6. 5 AS FOR MAKE-UP (EYES AND LIPS), CLARINS, VICHY AND SHISEIDO ARE TOP RECOGNIZED BRANDS In your opinion , which brands below are famous for make up? Which brand do you use for make up? The Faceshop, Clarins have the highest usage/recognition ratio 33% 30% 28% 26% 23% 22% 22% 21% 16% 15% 11% 10% 10% 9% 8% 7% 5% 4% 4% 4% 3% 3% 2% 1% 1% 1% 0% 19% 11% 14% 19% 10% 18% 7% 4% 4% 9% 7% 14% 4% 5% 11% 4% 10% 2% 2% 2% 2% 1% 1% 1% 1% 0% 7% 0% 5% 10% 15% 20% 25% 30% 35% N = 1112 Aware Using
  7. 7. 6 FOR BASE MAKE-UP: THE FACESHOP, L‘OREAL, AND SHISEIDO ARE THE TOP RECOGNIZED PRODUCTS In your opinion , which brands below are famous for base make up? What brand are you using for base make up? The Faceshop continues to lead the highest usage/recognition ratio 32% 29% 28% 26% 16% 16% 14% 13% 11% 10% 10% 9% 9% 9% 8% 7% 4% 4% 4% 3% 3% 2% 2% 1% 1% 0% 0% 16% 12% 12% 17% 7% 6% 1% 7% 1% 4% 5% 5% 4% 5% 4% 17% 1% 2% 3% 2% 8% 5% 1% 1% 1% 0% 12% 0% 5% 10% 15% 20% 25% 30% 35% N = 1112 Aware Using
  8. 8. 7 FACEBOOK AND WORD OF MOUTH ARE THE TOP BRAND RECOGNITION CHANNELS How do you know about those brands? It’s important for cosmetic brands to use Facebook as a marketing channel 2% 25% 34% 39% 56% 59% 60% 0% 10% 20% 30% 40% 50% 60% 70% I don’t know any brand Out of home advertisement (on banners, on billboards) TVC Online advertisement ( exclude facebook) I saw it at stores, both inside and outside department stores/ shopping malls Word of mouth Facebook N = 1112
  9. 9. 8 VIETNAMESE BUY A COSMETICS BASED ON GOOD QUALITY, TRUSTED BRAND AND AFFORDABLE PRICE Why do you choose those brands that you are using? Besides, 25% people believe in recommendation by famous cosmetics experts 1% 14% 17% 17% 18% 25% 25% 41% 43% 61% 65% 0% 10% 20% 30% 40% 50% 60% 70% Others Frequent sale promotions and offers Nice package design Advice from consultant at selling point Good customer services Variety of products Have good review from famous cosmetics expert Friends recommendation Affordable Price Trusted Brand Good Quality N = 1112
  10. 10. 9 CELEBRITY, HOT FACEBOOKERS ARE THE TOP INFLUENCERS AMONG THE COSMETICS EXPERTS Why do you choose those brands that you are using ? If you choose “famous cosmetic expert ”, who is the expert that you are preferring to? Surprisingly, doctors are less chosen by Vietnamese consumers 4% 33% 48% 60% 0% 10% 20% 30% 40% 50% 60% 70% Others Doctor Hot facebooker Celebrity N = 281
  11. 11. 10 MAJORITY BUY COSMETICS EVERY 2-3 MONTHS How often do you buy those products ? Still there is 10% people who buy every month 1% 23% 27% 38% 10% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% I don’t use More than 6 months Every 4-6 months Every 2-3 months Every month N = 1112
  12. 12. 11 BRAND SHOPS ARE THE MOST CHOSEN PLACES OF PURCHASE Where do you buy your skin care and cosmetic products? E-commerce becomes the 3rd ranking channel of sales 2% 7% 8% 12% 14% 15% 25% 48% 61% 0% 10% 20% 30% 40% 50% 60% 70% Others: Pharmacies (not chain) Markets Sellers on facebook Beauty and pharmacy chain ( Medicare, Guardian) Spa and beauty salons Ecommerce Website ( Lazada, Vatgia, C discounts) Brand shops on the street Brand shops in Department stores ( Diamond, Parkson, Vincom, Union Square, etc) N = 1112
  13. 13. 12 MAJORITY VIETNAMESE SPEND FROM $10 ~ $25 FOR COSMETICS How much do you spend for skin care in total per 3 months? How much do you spend for make up in total per 3 months? How much do you spend for base make up in total per 3 months? In the high segment (>$25) more people spend on skin care than make-up 7% 19% 35% 27% 12% 13% 20% 37% 22% 9% 20% 23% 34% 16% 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% Below $5 From $5 to $10 Over $ 10 to $25 Over 25 to $50 Over $50 N = 1112 Base make-up Make-up Skin care
  14. 14. 13 77% PEOPLE BUY COSMETICS FOR THEIR RELATIVES Have you ever bought any skin care and cosmetic products as gifts for others, and who are they? Majority buy for family and friends, though a few buy for colleague 23% 9% 10% 15% 21% 37% 43% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% No Yes (my clients) Yes (my boss) Yes (colleagues inside my company, exclusing boss) Yes (boyfriend or girl friend) Yes (my friends) Yes (my family: grandma, mom, sisters, aunts) N = 1112
  15. 15. 14 MOST PEOPLE BUY SKIN-CARE PRODUCTS AS A GIFTS Have you ever bought any skin care and cosmetic products as gifts for others, and who are they? If yes, what type of products would you choose? 67% 54% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Skin care ( Cleansers, moiturisers, toner, scrubs, mask, serum) Make up ( lip stick, mascrara, eyeliner, eye shadows) Base make up ( foundation, concealler, BB cream, CC cream, face powder) N = 854
  16. 16. 15 THE FACESHOP IS THE TOP BRAND CHOICE FOR GIFTS The gap between The Faceshop and other brands are sizeable 41% 25% 23% 18%18%18% 16%16% 14%13%13% 7% 7% 4% 3% 3% 2% 2% 2% 1% 0% 0% 0% 0% 0% 0% 10% 20% 30% 40% 50% 60% N = 568 Have you ever bought any skin care and cosmetic products as gifts for others, and who are they? If yes, what type of products would you choose? Which brands would do you choose?
  17. 17. 16 GOOD QUALITY, BRAND AND PRICE ARE TOP CRITERIA WHEN BUYING COSMETICS AS GIFTS Why do you choose those brands that you are using ? Why do you choose those brand ? Not so much difference between purchase criteria between those who buy cosmetics for themselves and those who buy as gifts for others 0% 15% 16% 26% 33% 34% 46% 59% 64% 0% 10% 20% 30% 40% 50% 60% 70% They are using that brand Frequent sale promotions and offers Advice from consultant at selling point Nice package design Variety of products Friends recommendation Affordable Price Trusted Brand Good Quality N = 854 1% 14% 17% 17% 18% 25% 25% 41% 43% 61% 65% 0% 10% 20% 30% 40% 50% 60% 70% Others Frequent sale promotions and offers Nice package design Advice from consultant at selling… Good customer services Variety of products Have good review from famous… Friends recommendation Affordable Price Trusted Brand Good Quality N = 1112
  18. 18. 17 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
  19. 19. 18 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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