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Female Facial Cleanser Usage In Vietnam

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Pond's leads the Vietnam facial cleanser market with 28% share

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Female Facial Cleanser Usage In Vietnam

  1. 1. March 2016 STUDY ABOUT FEMALE FACIAL CLEANSER USAGE IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com)
  2. 2. 1 SCOPE OF WORK  The survey was conducted to study about facial cleanser usage of female in Vietnam  Methodology: Online survey  Fieldwork time: 3 days ( 14/03 to 13/03/2016)  Sample size: N = 1000  Gender: Female  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • Facial cleanser is the most-used-personal-care product • Pond’s, Biore and Nivea are top 3 most well- known brands • TVC & Trade marketing are effective channels to increase brand awareness • Pond’s dominates Vietnam market with 28% share, followed by The Face Shop (11%) • 54% online customers choose facial cleanser brand cause of its price • 17% are unhappy with their brands because it cannot make dark spots less visible • 60% users apply facial cleanser from 2 times / day • 79% spend from $2.5 - $9.99 for buying facial cleanser / time • 87% buy facial cleanser at super market across all age group • 27% use toner right after using facial cleanser – brand can use toner as a promotion gift
  4. 4. 3 GenderAge OccupationLiving Place N = 1000 23% 30% 45% 2% Over 30 26-30 18-25 Under 18 26% 3% 3% 4% 20% 44% Others Cần Thơ Hải Phòng Đà Nẵng Hà Nội Hồ Chí Minh 4% 3% 4% 7% 7% 8% 28% 40% Others Job seeker/Retired Factory Worker Self-employed Housewife Engineer/Doctor/Teacher Student Officer 100%Female DEMOGRAPHIC INFORMATION
  5. 5. 4 26% 33% 34% 35% 40% 40% 41% 50% 50% 57% 65% 80% Eyes liner Facial moisturizer Body lotion Mascara Make up remover Facial mask Make up base Perfume Deodorant Moisturize lipsticks Color lipsticks Facial cleanser Total 25% 31% 34% 35% 38% 38% 37% 52% 51% 59% 67% 81% Under 18-25 28% 36% 39% 39% 44% 46% 48% 49% 57% 62% 70% 86% 26-30 24% 34% 29% 28% 38% 39% 38% 46% 40% 45% 55% 72% Over 30 N = 1000 Which personal care products below are you using ? FACIAL CLEANSER IS THE MOST USED PERSONAL CARE PRODUCT
  6. 6. 5 5% 8% 14% 20% 23% 27% 36% 42% 43% 43% 52% 55% 65% 67% 70% 70% 74% 77% Others Luvskin Neutrogena Clinique Eversoft Cetaphil Thorakao Vichy Skinfood Hada Labo The Face Shop E100 Clean&Clear Acnes Hazeline Nivea Bioré Pond's Total N = 1000 Do you know any facial cleanser brands listed below? POND’S, BIORÉ AND NIVEA ARE TOP 3 MOST WELL- KNOWN BRANDS 5% 7% 17% 24% 25% 27% 48% 48% 51% 43% 62% 56% 70% 68% 73% 71% 75% 80% Hồ Chí Minh 4% 6% 12% 19% 17% 31% 28% 40% 40% 46% 50% 51% 61% 64% 67% 68% 71% 75% Hà Nội 6% 9% 11% 15% 22% 23% 26% 35% 34% 40% 40% 55% 61% 67% 67% 70% 75% 76% Others The Face Shop is quite famous in Ho Chi Minh
  7. 7. 6 3% 17% 22% 23% 22% 42% 31% 35% 49% 49% 58% Over 30 3% 23% 27% 30% 40% 44% 44% 45% 52% 59% 66% Others Out of homes Through promotion persons Ecommerce sites Online ads Sampling/ trial products Facebook ads News/ Magazines Friends/ relatives recommendation Through selling places TV ads Total 2% 26% 26% 34% 49% 41% 50% 47% 52% 62% 67% Under 18-25 3% 23% 32% 30% 40% 49% 45% 48% 53% 63% 71% 26-30 N = 1000 How do you know these brands? TVC & TRADE MARKETING ARE EFFECTIVE CHANNELS TO LEVERAGE BRAND AWARENESS
  8. 8. 7 4% 0% 1% 1% 2% 2% 2% 3% 5% 6% 6% 6% 6% 9% 9% 11% 28% Others Eversoft Clinique Neutrogena Vichy Thorakao Skinfood E100 Cetaphil Hada Labo Hazeline Nivea Clean&Clear Acnes Bioré The Face Shop Pond's Total 7% 0% 1% 2% 2% 3% 3% 3% 4% 5% 3% 6% 8% 8% 9% 13% 24% Hồ Chí Minh 3% 1% 0% 0% 1% 1% 3% 2% 4% 7% 4% 4% 3% 14% 5% 14% 34% Hà Nội 2% 0% 0% 0% 2% 1% 1% 4% 6% 6% 10% 7% 5% 7% 11% 8% 31% Others N = 804 If you're using facial cleanser, which brand of facial cleanser are you using the most frequent? POND’S DOMINATES VIETNAM FACIAL CLEANSER MARKET Surprisingly, The Face Shop which is a Korean brand is the 2nd biggest player in Vietnam market
  9. 9. 8 4% 0% 1% 1% 2% 2% 2% 3% 5% 6% 6% 6% 6% 9% 9% 11% 28% Others Eversoft Clinique Neutrogena Vichy Thorakao Skinfood E100 Cetaphil Hada Labo Hazeline Nivea Clean&Clear Acnes Bioré The Face Shop Pond's Total 5% 0% 0% 2% 2% 1% 3% 3% 4% 7% 5% 6% 6% 11% 9% 12% 24% Under 18-25 4% 0% 0% 0% 2% 2% 2% 3% 5% 5% 4% 6% 3% 6% 8% 11% 37% 26-30 4% 1% 2% 0% 2% 4% 2% 3% 7% 4% 11% 5% 9% 7% 9% 8% 22% Over 30 N= 804 If you're using facial cleanser, which brand of facial cleanser are you using the most frequent? AGAIN, POND’S IS THE MARKET LEADER ACROSS ALL AGE GROUPS Hazeline is preferred by over 30 group
  10. 10. 9 77% 74% 70% 70% 67% 65% 55% 52% 43% 43% 42% 36% 27% 23% 20% 14% 8% 5% 28% 9% 6% 6% 9% 6% 3% 11% 6% 2% 2% 2% 5% 0% 1% 1% 0% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Awareness Usage N = 804 Do you know any facial cleanser brands listed below? If you're using facial cleanser, which brand of facial cleanser are you using? POND’S LEAVES OTHER PLAYERS FAR BEHIND IN TERM OF BRAND AWARENESS AND USAGE
  11. 11. 10 N = 804 Do you know any facial cleanser brands listed below? If you're using facial cleanser, which brand of facial cleanser are you using? Awareness High HighLow Low Usage THERE IS A BIG GAP AMONG POND’S AND OTHER PLAYERS IN VIETNAM FEMALE FACIAL CLEANSER INDUSTRY Pond's The Face Shop Biore Acnes Clean & Clear Nivea
  12. 12. 11 2% 4% 1% 4% 7% 2% 93% 89% 96% 96% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Myself Mother Siblings/ Cousins/ Aunt Boyfriend/ husband Others If you're using facial cleanser, in your family, who usually buy facial cleanser for you? N = 804 93% ONLINE FACIAL CLEANSER CONSUMERS ARE THE DECISION MAKERS
  13. 13. 12 15% 21% 22% 22% 24% 24% 26% 26% 27% 32% 34% 35% 35% 35% 36% 37% 40% 41% 47% 54% Make wrinkles less visible Remove toxins, purify skin Clean make up base completely Firms skin/ brings back elasticity Exfoliate skin Whiten skin Remove acne problems Natural ingredients Make dark spots less visible Prevent skin from getting oily Moisturize and leave skin soft Famous brands Remove bacteria causing acne Minimize/ tighten pores Leave skin smooth Prevent acne problems Remove dirt deeply Brighten skin Remove oil Affordable price Total N = 744 Why do you choose that brand? PRICE IS THE TOP CRITERIA FOR CHOOSING A FACIAL CLEANSER BRAND OF VIETNAMESE CONSUMERS Beside that, remove oil and brighten skin also top reasons for choosing the brand
  14. 14. 13 16% 17% 16% 23% 25% 16% 17% 42% 25% 34% 38% 43% 31% 39% 40% 34% 39% 49% 51% 53% The Face Shop 16% 18% 19% 21% 18% 19% 27% 22% 19% 24% 27% 28% 34% 34% 40% 43% 31% 37% 45% 64% Bioré 11% 18% 18% 20% 22% 28% 20% 11% 22% 27% 27% 31% 24% 34% 29% 29% 40% 43% 39% 53% Make wrinkles less visible Remove toxins, purify skin Clean make up base completely/… Firms skin/ brings back elasticity Exfoliate skin Whiten skin Remove acne problems Natural ingredients Make dark spots less visible Prevent skin from getting oily Moisturize and leave skin soft Famous brands Remove bacteria causing acne Minimize/ tighten pores Leave skin smooth Prevent acne problems Remove dirt deeply Brighten skin Remove oil Affordable price Pond's POND’S = WHITEN SKIN / THE FACE SHOP = NATURAL INGREDIENTS BIORE = GOOD PRICE + PREVENT ACNE PROBLEMS N = 226 N = 90 N = 70 Why do you choose that brand? (by brand)
  15. 15. 14 11% 30% 25% 23% 32% 23% 34% 18% 32% 41% 30% 32% 43% 39% 30% 43% 48% 32% 52% 59% Clean&Clear 20% 27% 41% 25% 25% 41% 30% 27% 36% 41% 48% 32% 48% 39% 43% 41% 43% 43% 66% 55% Nivea 14% 18% 21% 23% 27% 14% 32% 21% 44% 36% 26% 32% 50% 36% 23% 58% 35% 36% 50% 62% Make wrinkles less visible Remove toxins, purify skin Clean make up base completely/… Firms skin/ brings back elasticity Exfoliate skin Whiten skin Remove acne problems Natural ingredients Make dark spots less visible Prevent skin from getting oily Moisturize and leave skin soft Famous brands Remove bacteria causing acne Minimize/ tighten pores Leave skin smooth Prevent acne problems Remove dirt deeply Brighten skin Remove oil Affordable price Acnes ACNES = PREVENT ACNE PROBLEMS+MAKE DARK SPOTS LESS VISIBLE CLEAN&CLEAR = REMOVE DIRT / NIVEA = REMOVE OIL + MOISTURIZE Why do you choose that brand? (by brand) N = 69 N = 47 N = 46
  16. 16. 15 N = 744 Is there anything that makes you unsatisfied about your current facial cleanser brand? MARK DARK SPOTS LESS VISIBLE, TIGHTEN PORES AND WHITEN SKIN ARE FUNCTIONS THAT BRANDS NEED TO IMPROVE 4% 5% 5% 6% 9% 9% 9% 11% 11% 11% 12% 12% 12% 12% 12% 15% 16% 16% 17% Cause skin irritation Do not remove oil effectively Cause acne Do not remove dirt deeply Do not remove bacteria causing acne Do not leave skin smooth Do not clean make up base completely Do not moisturize and leave skin soft Do not firms skin/ brings back elasticity Do not brighten skin Do not prevent skin from getting oily Do not remove toxins, purify skin effectively Do not prevent acne problems Do not remove acne problems Do not exfoliate skin effectively Do not make wrinkles less visible Do not whiten skin Do not minimize/ tighten pores Do not make dark spots less visible Total
  17. 17. 16 2% 4% 3% 2% 11% 4% 11% 8% 14% 11% 13% 17% 7% 12% 10% 11% 14% 12% 16% The Face Shop 7% 4% 4% 7% 8% 8% 7% 13% 7% 12% 12% 10% 12% 15% 13% 15% 15% 14% 17% Cause skin irritation Do not remove oil effectively Cause acne Do not remove dirt deeply Do not remove bacteria causing acne Do not leave skin smooth Do not clean make up base completely Do not moisturize and leave skin soft Do not firms skin/ brings back elasticity Do not brighten skin Do not prevent skin from getting oily Do not remove toxins, purify skin effectively Do not prevent acne problems Do not remove acne problems Do not exfoliate skin effectively Do not make wrinkles less visible Do not whiten skin Do not minimize/ tighten pores Do not make dark spots less visible Pond's 6% 3% 4% 10% 7% 10% 7% 4% 11% 10% 6% 11% 13% 11% 10% 16% 21% 21% 26% Bioré Is there anything that makes you unsatisfied about your current facial cleanser brand? (by brand) POND’S AND BIORE = DO NOT MAKE DARK SPOTS LESS VISIBLE THE FACE SHOP = DO NOT REMOVE TOXINS, PURIFY SKIN N = 226 N = 90 N = 70
  18. 18. 17 1% 3% 4% 7% 3% 14% 3% 13% 17% 14% 10% 7% 12% 16% 9% 17% 17% 19% 6% Cause skin irritation Do not remove oil effectively Cause acne Do not remove dirt deeply Do not remove bacteria causing acne Do not leave skin smooth Do not clean make up base completely Do not moisturize and leave skin soft Do not firms skin/ brings back elasticity Do not brighten skin Do not prevent skin from getting oily Do not remove toxins, purify skin… Do not prevent acne problems Do not remove acne problems Do not exfoliate skin effectively Do not make wrinkles less visible Do not whiten skin Do not minimize/ tighten pores Do not make dark spots less visible Acnes 4% 6% 11% 2% 4% 13% 13% 11% 13% 11% 9% 9% 11% 4% 9% 23% 23% 11% 26% Clean & Clear 7% 11% 4% 2% 9% 7% 11% 11% 7% 17% 13% 22% 9% 11% 22% 20% 9% 13% 15% Nivea ACNE = DO NOT TIGHTEN PORES / CLEAN&CLEAR = NOT MAKE DARK SPOTS LESS VISIBLE / NIVEA = NOT EXFOLIATE AND REMOVE TOXINS Is there anything that makes you unsatisfied about your current facial cleanser brand? (by brand) N = 69 N = 47 N = 46
  19. 19. 18 21% 23% 20% 26% 19% 17% 19% 56% 51% 59% 54% 62% 65% 67% 22% 26% 22% 21% 19% 17% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bioré Nivea Pond's Clean & Clear Acnes The Face Shop Very satisfied Satisfied Normal Unsatisfied Very unsatisfied N = 744 How do you feel with your current facial cleanser brand? 78% FEEL SATISFIED WITH THEIR CURRENT FACIAL CLEANSER BRAND Biore owns the highest top box satisfaction level of users N= 744 N= 70 N= 46 N= 226 N= 47 N= 69 N= 90
  20. 20. 19 What is your usage intention towards your current brand? BIORÉ AND NIVEA HAS THE HIGHEST BRAND LOYALTY COMPARING WITH OTHER BRANDS N = 744 3% 3% 3% 1% 2% 8% 11% 11% 15% 9% 4% 45% 50% 57% 44% 36% 48% 51% 36% 34% 22% 32% 43% 38% 40% 8% 11% 11% 10% 6% 4% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bioré Nivea Pond's Clean & Clear Acnes The Face Shop I will buy this brand only I will prefer buying this brand in priority I will continue buy this brand, but I will buy at other in the future I will use this brand parallel with other brand I will switch to other brand N= 744 N= 70 N= 46 N= 226 N= 47 N= 69 N= 90
  21. 21. 20 N = 744 How do you feel with your current facial cleanser brand? What is your usage intention towards this facial cleanser brand in the future? Satisfaction High HighLow Low Loyalty NIVEA IS DOING BETTER THAN OTHER PLAYERS IN TERM OF GAINING USERS’ SATISFACTION AND LOYALTY Pond's The Face Shop Bioré Acnes Clean&Clear Nivea
  22. 22. 21 2% 4% 2% 2% 3% 2% 2% 29% 27% 36% 34% 29% 24% 22% 42% 33% 34% 38% 43% 50% 53% 27% 36% 27% 26% 25% 24% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bioré Pond's Clean & Clear Acnes Nivea The Face Shop I will recommend definitely I will recommend I may recommend I will not recommend I will not recommend definitely What is your ability to recommend your facial cleanser brand to others? N = 744 Biore has the highest top box recommendation level comparing with others 69% USERS ARE WILLING TO RECOMMEND THEIR CURRENT FACIAL CLEANSER BRAND TO OTHERS N= 744 N= 70 N= 226 N= 47 N= 69 N= 46 N= 90
  23. 23. 22 What is your most functional concerns when choosing a facial cleanser? N = 744 MILDLY & NOT MAKE SKIN IRRITATED IS THE FUNCTION AND KEY TOUCH MESSAGE THAT BRAND SHOULD FOCUS TO DEVELOP 1% 2% 3% 4% 4% 5% 6% 7% 7% 7% 8% 10% 11% 25% Others Much foam Has a nice fragrance Not make skin dull back Does not thin skin Is verified by dermatology… Not sticky and greasy Not receptive to the sun Many products for different skin kind Doesn't leave dry/ tight skin feeling Quick efficiency Is verified by dermatologist and… Has more natural ingredients Mildly & not make skin irritated Total 1% 2% 3% 4% 4% 7% 6% 7% 8% 6% 8% 8% 9% 27% Under 18-25 2% 1% 4% 2% 3% 4% 10% 6% 6% 6% 7% 12% 15% 21% 26-30 1% 3% 3% 6% 6% 3% 3% 6% 6% 8% 8% 9% 10% 28% Over 30
  24. 24. 23 2% 6% 7% 6% 1% 22% 24% 18% 25% 60% 59% 64% 57% 8% 8% 8% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 More than 3 times /day 3 times /day 2 times /day Once /day 2-3 days / time 4-6 days / time Once / week Less than Once /week How frequent do use apply facial cleanser? N = 744 60% USERS APPLY FACIAL CLEANSER 2 TIMES / DAY
  25. 25. 24 3% 3% 2% 3% 4% 3% 9% 7% 7% 8% 6% 22% 29% 17% 17% 28% 28% 29% 25% 28% 22% 35% 33% 8% 8% 7% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 More than once / month Once/ month Every 2 months Every 3 months Every 4-6 months More than 6 months I don't remember If you buy facial cleanser yourself, how frequent do you buy facial cleanser? N = 744 64% BUY FACIAL CLEANSER FROM ONCE TO EVERY 2 MONTHS 26-30 group buys facial cleanser more frequently
  26. 26. 25 12% 14% 26% 32% 87% Others Wet Market Grocery stores Convenient stores Super market Total 15% 12% 27% 29% 84% Under 18-25 8% 15% 25% 33% 88% 26-30 10% 16% 25% 35% 89% Over 30 Where do you usually buy facial cleanser? N = 744 87% BUY FACIAL CLEANSER AT SUPER MARKET ACROSS ALL GROUPS
  27. 27. 26 4% 13% 24% 32% 22% 19% 3% 7% 10% 10% 13% 12% 10% 25% 18% 17% 10% 15% 23% 1% 2% 2% 4% 12% 39% 44% 44% 33% 42% 27% 17% 9% 2% 3% 1% 0% 3% 2% 1% 3% 7% 14% Total Under $200 $201 – $450 $451 - $700 $701 – $1000 $1001 and over 4% 3% 4% 6% 3% 2% 4% 4% 10% 7% 11% 13% 23% 20% 25% 26% 39% 40% 40% 37% 17% 22% 14% 14% 3% 5% 2% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Under $1.5 $1.5 - $2.49 $2.5 - $4.99 $5 - $9.99 $10 - $14.99 $15 - $20 Over $20 If you buy facial cleanser yourself, how much do you spend on facial cleanser per buying time? N = 744 The higher income the more they spend on buying facial cleanser 79% SPEND FROM $2,5- $9,99 ON FACIAL CLEASER PER BUYING TIME
  28. 28. 27 4% 3% 6% 4% 3% 3% 3% 4% 13% 14% 10% 16% 56% 57% 60% 51% 23% 23% 21% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Under 50ml 50ml- 100ml 100ml- 200ml Over 200ml I don't remember/ don’t care How big is your facial cleanser size? N = 744 56% USE 50ML- 100ML FACIAL CLEANSER VOLUME SIZE
  29. 29. 28 19% 1% 4% 7% 8% 10% 23% 27% I don't use Other Scrub Serum Lotion Facial mask Cream Toner Total 24% 2% 4% 6% 8% 10% 20% 27% Under 18-25 17% 0% 5% 10% 7% 11% 21% 29% 26-30 13% 2% 5% 7% 7% 10% 31% 25% Over 30 Which additional skin care products do you use right after using facial cleanser? N = 744 27% USE TONER RIGHT AFTER USING FACIAL CLEANSER Over 30 group uses cream right after using facial cleanser Brand can use the toner as a promotion gift together with their facial cleanser to motivate user purchase and enhance sales
  30. 30. 29 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.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  31. 31. 30 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 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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