cosmetic product ownership among vietnamese

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Makeup frequency is at its peak in 20’s and 30’s. It goes up
as the income is higher
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38%
54% 50%
30%
20%
20% 24%
28%
42%
26% 26%
42%
10's 20's 30's 40's
By age group
41%
35%
63%
15% 28%
19%
43%
37%
19%
Low Mid High
By income group
Low = Lower than 20M VND, Mid=20-30M, High=30M and above, Monthly HHI
Daily / Almost daily Once - a few times / week Special occasions only / rarely makeup

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56%
44%
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20% 24% 22% 18% 15% 14% 15%
6%
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18%
25% 31%
13%
25%
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20%
16% 16%
13%
17%
13%
5% 3%
10%
27% 24%
28% 24%
25%
32% 27%
34%
37% 38%
42% 35%
42%
1% 5% 5%
12% 14% 16% 19% 23% 23% 24% 25% 30% 32% 33% 34%
40%
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61% 62% 57% 57% 53% 45% 50% 42% 34% 31% 26% 32%
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Product ownership
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Product usage (ratio of regular usage / ownership)

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19% 16% 65% 54% 19% 27% 51% 33% 16%
41% 12% 17% 30% 21% 35% 25% 19% 16% 26% 31% 27%
Make up
frequency
User ratio
Age groups
34% 50% 16% 28% 47% 25% 9% 61% 30%
Monthly
household
income
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10’s, 20’s, 30’s, 40’s
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Daily, a few times / week,
special occasions

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29% 36% 35%
79%
83%
69%
26%
19%
19%
22%
9%
22%
16%
14%
12%
2%
2%
2%
5%
Lipsticks
Facial cleanser
Sunscreen/UV cream
Facial mask
Whitening
Mascara
Eye brow
Lotion/Serum
Foundation
Powder
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Cushion
Eye liner
Concealer
Eye cream
Eye shadow
100%
96%
92%
68%
79%
57%
51%
61%
47%
44%
44%
38%
31%
28%
24%
15%
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User ratio
Items to use daily

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29% 36% 35%
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User ratio
own
use
own
use
own
use
• Lipsticks
• Cleanser
• Sunscreen • Lipsticks
• Cleanser
• Sunscreen
• Whitening • Lipsticks
• Cleanser
• Sunscreen
• Facial mask
• Eye brow
• Lotion
• Whitening
• Foundation
• Mascara
• Concealer
• Moisturizer
• Eye liner
• Powder
• Facial mask
Right / top - Ownership more than 80%, Usage more than 80% / Right / bottom - Ownership 40-79%, Usage more than 80%
Left / top - Ownership more than 80%, Usage 50-79% / Left / bottom - Owenrship 40-79%, Usage 40-79%

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Lipsticks, Facial cleanser and sunscreen are the items with
the highest recognition
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99%
96%
96%
88%
86%
84%
81%
78%
77%
77%
75%
71%
69%
68%
66%
60%
Lipsticks
Facial cleanser
Sunscreen/UV cream
Whitening
Facial mask
Eye brow
Mascara
Lotion/Serum
Powder
Foundation
Moisturizer / BB cream
Cushion
Concealer
Eye cream
Eye liner
Eye shadow

!"#$%&'()*+",-(&)"./%+#0'*
the highest ownership
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94%
92%
86%
62%
61%
57%
57%
53%
50%
45%
42%
34%
32%
31%
26%
19%
Lipsticks
Facial cleanser
Sunscreen/UV cream
Facial mask
Whitening
Mascara
Eye brow
Lotion/Serum
Foundation
Powder
Cushion
Eye liner
Concealer
Eye cream
Eye shadow

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the highest usage
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89%
88%
81%
56%
44%
41%
32%
27%
24%
22%
20%
18%
15%
15%
14%
6%
Lipsticks
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Whitening
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Lotion/Serum
Eye brow
Mascara
Foundation
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Eye liner
Eye cream
Eye shadow

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53%
41%
41%
31%
20%
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11%
10%
9%
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4%
Lipsticks
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Whitening
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Eye brow
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Foundation
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Eye liner
Eye shadow
Lipsticks are the most popular item that Vietnamese is keen
to spend more
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7%
7%
6%
5%
3%
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Eye shadow
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Eye liner
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Eye brow
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Eye cream, Facial masks, whitening are the items that non-
users are interested in using
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