An April 2015 survey of 558 Vietnamese men across major cities found that 96% use men-care products, with shampoo, facial cleanser, and body deodorant being the most popular. Brand awareness is primarily driven by TV commercials and point-of-sale displays, with Oxy and Nivea Men leading the market in facial cleansers, while Nivea Men also tops the body deodorant segment. Most respondents expressed satisfaction with their current brands and showed a willingness to continue using men-care products in the future.

1. April 2015
REPORT ABOUT MEN-CARE PRODUCTS
USAGE OF VIETNAMESE MALE
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about men-care products usage
of Vietnamese and the potential of cosmetic products for men.
 Methodology: Online survey
 Fieldwork time: 3 days (29/04/2015 to 01/05/2015)
 Sample size: N = 558
 Gender: Male
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

3. 2
KEY FINDINGS
• 96% Vietnamese male are using men care products
• Shampoo (75%), facial cleanser (70%) and body deodorant (60%)
are top 3 products used the most
• OXY and Nivea Men are leaders of facial cleanser market with 35%
and 28% market share respectively
• For body deodorant, Nivea Men (25%) and X-men (22%) are
dominant the market
• TVC and Point of sales are main sources of brand awareness
• People usually use facial cleanser 2-3 time/day and once/day for body
deodorant
• People usually buy men care products at supermarket
• 80% care about cosmetic product for men & 84% of them intend to
use it in future

4. 3
What is your age group?
N=558
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
3%
50%
22%
26%
0% 10% 20% 30% 40% 50% 60%
Under 18
18-25
26-30
Over 30
100%
0% 20% 40% 60% 80% 100%
Male
24%
2%
4%
2%
13%
55%
0% 10% 20% 30% 40% 50% 60%
Others
Can Tho
Da Nang
Hai Phong
Hanoi
Ho Chi Minh
4%
4%
5%
13%
15%
27%
31%
0% 5% 10% 15% 20% 25% 30% 35%
Factory worker
Job seeker/retired
Others
Self-employed
Engineer/doctor/teacher
Office worker
Student

5. 4
MEN CARE PRODUCTS USAGE INCIDENCE
Which personal care products below are you using?
4%
10%
25%
39%
44%
45%
60%
70%
75%
0% 10% 20% 30% 40% 50% 60% 70% 80%
None of above
Sun protection cream
Facial Moisturize
Perfume
Hair gel
Shaving foam
Deodorant
Facial Cleanser
Men shampoo
N=558

6. 5
Part 1. Facial Cleanser Usage

7. 6
Which facial cleanser brands below are you aware of?
OXY, X-MEN AND NIVEA MEN ARE TOP 3 BRANDS HAVE HIGHEST
BRAND AWARENESS
Biore Men has high brand recognition in HCMC but quite low in Hanoi
2%
4%
16%
30%
49%
57%
74%
76%
77%
None of above
Others
Garnier
Vaseline Men
Pond's Men
Biore Men
Nivea Men
X-Men
OXY
Total
3%
5%
20%
34%
52%
64%
74%
78%
76%
Ho Chi Minh
1%
3%
13%
31%
44%
36%
68%
68%
69%
Hanoi
2%
3%
12%
24%
47%
51%
77%
76%
80%
Others
N=558

8. 7
TVC (71%) IS THE MAIN SOURCE OF BRAND AWARENESS.
FOLLOWING BY POINT OF SALES (60%).
How do you know those brands?
N=558
71%
67%
70%
77%
70%
60%
53%
58%
65%
61%
49%
40%
45%
52%
53%
39% 40% 38% 36%
20%
37%
43%
40%
36%
40% 39%
30%
35%
20%
32%
44%
35%
31%
40%
29%
33%
28%
20% 24%
28%
35%
22%
27%
19%
26% 23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Under 18 18-25 26-30 Over 30
TV Commercials See the brand at point of sales Ads on newspaper/magazine
Facebook ads Friends/relatives introduce the brand to me Online ads (from website, forums..)
Outdoor ads Others Salesperson introduces the brand to me
See other uses that brand

9. 8
OXY IS THE LEADER OF THE INDUSTRY WITH 35% MARKET SHARE
If you’re using facial cleanser, which brand do you use the most?
N=391
35%
43%
35%
38%
31%
28% 14% 32%
30%
22%
13%
14%
12%
13%
15%
8%
7%
7%
10%
7%
29%
6%
4%
8%
5% 5% 1%
9%
3% 2% 6% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Vaseline Men
Others
Garnier
Pond's Men
Biore Men
X-Men
Nivea Men
OXY

10. 9
Which facial cleanser brands below are you aware of?
If you’re using facial cleanser, which brand do you use the most?
N=558
77% 76% 74%
57%
49%
30%
16%
4% 2%
35%
13%
28%
8% 7%
1%
5% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
OXY X-Men Nivea Men Biore Men Pond's Men Vaseline
Men
Garnier Other None of
above
Awareness
Usage
X-MEN HAS HIGH BRAND AWARENESS BUT OWNS QUITE LOW
MARKET SHARE COMPARE WITH OTHERS

11. 10
CLEAN OIL, FACIAL SKIN EFFECTIVE AND HELP SKIN GET BRIGHTER
ARE TOP REASONS FOR CHOOSING THE BRAND
Why do you use that brand?
N=391
61% 62% 63%
52%
56%
37%
51%
58%
49%
31%
46%
50%
46%
37%
43% 41% 40%
33%
48%
50%
39% 39% 39% 37%
34% 32%
23%
31%
38%
35%
31%
35%
25%
22%
20%
23%
19%
17% 17%
4%
16% 15%
18%
12%
3%
1%
4%
0%
10%
20%
30%
40%
50%
60%
70%
Total OXY Nivea Men X-Men
Clean oil effecitively Clean facial skin effectively For a brighten facial skin
For a healthy facial skin Effectively in prevent acne/pimple Trusted brand
Affordable price Effectively in clean dead cells Well-known brand
Blurring acne scar effectively Friends/relatives recommend to me Attractive packaging
Love the ads of that brand Other
Trusted brand
Healthy skin

12. 11
A HALF USE FACIAL CLEANSER 2-3 TIMES/DAY
How frequent do you wash your facial skin?
N=391
3% 4% 2% 2%
48%
86%
48%
46% 48%
36%
14%
31%
43% 43%
5%
7%
2%
5%5%
8%
1%2% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Less than once/week
Once/week
2-3 times/week
4-6 times/week
Once/day
2-3 times/day
More than 3 times/day

13. 12
When do you usually use facial cleanser?
MAJORITY USERS WASH THEIR FACIAL SKIN IN THE EVENING
63%
57%
60%
67% 66%
28%
43%
32%
18%
29% 26% 28% 27%25%
23%
12%
29%
13% 12%
8%11%
14%
9% 11%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Total Under 18 18-25 26-30 Over 30
Evening After take shower After go back home
Morning Before go out Afternoon
Only use in specila occasion
N=391

14. 13
80% FEEL SATISFIED WITH THEIR FACIAL CLEANSER BRANDS
Are you satisfied with your current facial cleanser brand?
Nivea Men has highest customer satisfaction comparing with other key brands
25% 25% 24%
17%
56%
61%
50% 63%
19%
14%
25%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total OXY Nivea Men X-men
Not satisfied at all
Not satisfied
Neutral
Satisfied
Very satisfied
N=391

15. 14
Part 2. Body Deodorant Usage

16. 15
X-MEN, NIVEA MEN AND REXONA MEN ARE TOP 3 BRANDS GAIN
HIGHEST BRAND AWARENESS
Which deodorant brands below are you aware of?
2%
3%
7%
15%
19%
23%
58%
58%
65%
66%
71%
None of above
Other
Speed stick
Gillette
Play Boy
Adidas
Romano
AXE
Rexona Men
Nivea Men
X-Men
Total
3%
4%
8%
17%
21%
28%
55%
62%
68%
66%
74%
Ho Chi Minh
1%
1%
3%
11%
19%
15%
56%
43%
58%
56%
67%
Hanoi
2%
2%
6%
14%
17%
19%
64%
59%
63%
71%
69%
Others
N=558

17. 16
How do you know those brands?
AGAIN, TVC AND POINT OF SALES ARE MAIN SOURCES
OF BRAND AWARENESS
69%
80%
70%
73%
61%
53% 53%
48%
59%
56%
41%
33%
37%
48%
44%
36%
35% 34%
40%
33%
28%
39%
43%
32%
27%
35%
38%
23%
33%
36%
23%
31%
29%
32%
35%
26%
33%
25%
26%
29%
23%
20%
28%
24%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Under 18 18-25 26-30 Over 30
TV Commercials See the brand at point of sales
Ads on newspaper/magazine Facebook ads
Friends/relatives introduce the brand to me Online ads (from website, forums..)
Others Outdoor ads
Salesperson introduces the brand to me See other uses that brand
N=558

18. 17
If you’re using body deodorant, which brand do you use the most?
NIVEA MEN IS THE LEADER OF MARKET WITH 25% SHARE
N = 335
25% 28%
19%
28%
22%
33%
17%
30%
24%
17%
17%
22% 13% 8%
13%
12%
13% 17%
12%
50%
10%
18%
8%
3%
6% 1%
2% 1% 0%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Other
Speed stick
Adidas
Gillette
Play Boy
Romano
Rexona Men
AXE
X-Men
Nivea Men

19. 18
X-MEN AND NIVEA MEN ARE TOP BRANDS GAIN HIGHEST BRAND
AWARENESS AS WELL AS MARKET SHARE
Which body deodorant brands below are you aware of?
If you’re using body deodorant, which brand do you use the most?
N=558
71%
66% 65%
58% 58%
23%
19%
15%
7%
3% 2%
22%
25%
13%
17%
12%
2% 3% 3% 2% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
X-Men Nivea Men Rexona Men AXE Romano Adidas Play Boy Gillette Speed stick Other None of
above
Awareness
Usage

20. 19
Why do you use that brand?
PREVENT BODY ODOR, SWEAT EFFECTIVELY AND LONG LASTING
FRAGRANCE ARE MAIN REASONS FOR USING THE BRAND
Nivea Men is highly appreciated for prevent body odor effectively while AXE is chosen
because of its fragrance.
67%
77%
70%
62%
65%
63%
61%
63% 66%
67%
58%
56%
61% 60%
42%
51%47%
53% 53%
51%
40% 38%
41%
51%
45%
31% 30%
45%
41%
48% 49%
38%38%
48%
40%
42%
16%
37%
33%
35% 33%
40%
22% 23% 22%
25%
28%
20%
13%
26% 23%
19% 18%
25%
20%
16%
13%
16% 17%
21%
15%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Nivea Men X-men AXE Rexona Men Romano
Prevent body odor effectively Long lasting fragrance Prevent sweat effectively
Help me feel confident Trusted brand Affordable price
Do not cause white/yellow stain Well-known brand See other uses that brand
Friends/relatives recommend to me Attractive packaging Love the ads of that brand
Other
N = 335

21. 20
HALF OF USERS USE BODY DEODORANT ONCE/DAY
How frequent do you use body deodorant?
N=335
4% 6% 3%
35%
67%
31% 40% 36%
48%
17%
44%
51% 58%
5%
17%
8%
1%
0%
5% 8% 1%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Only in special occasion
Less than once/week
Once/week
2-3 times/week
4-6 times/week
Once/day
2-3 times/day
More than 3 times/day

22. 21
MOST OF USERS FEEL SATISFIED WITH THEIR CURRENT BRANDS
Are you satisfied with your current facial cleanser brand?
N=335
28%
34% 32%
22% 21% 23%
61%
53% 56%
67% 67%
68%
11% 13% 12% 9% 12% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Nivea Men X-Men AXE Rexona Men Romano
Not satisfied at all
Not satisfied
Neutral
Satisfied
Very satisfied

23. 22
A HALF SEND AROUND $2- $7.5 PER MONTH FOR BUYING
MEN CARE PRODUCTS
On average, how much do you often spend for buying men care products/month?
N=530
6%
23%
8%
4%
1%
28%
15%
35%
16% 25%
28%
31%
29%
26%
27%
16%
8%
12%
23%
21%
12%
8%
21% 15%
4% 3% 7%
5%
2%
15%
3% 2%
1%
8%
1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total under 18 18-25 26-30 Over 30
Don't remember
Over $25
$20 - $25
$15 - $19.99
$10 - $14.99
$7.5 - $9.99
$5 - $7.49
$2 - $4.99
Under $2

24. 23
SUPERMARKET IS THE MAIN PLACE FOR BUYING
MEN CARE PRODUCTS
Where do you usually buy men care products?
N=530
2%
12%
22%
23%
25%
32%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other
Wet market
Cosmetics showroom (The face shop,..)
Convenient store (Shop&Go, Circle K,..)
Commercial center (Vincom, Parkson,..)
Grocery
Supermarket

25. 24
Part 3. Cosmetics Usage Intention

26. 25
NEARLY 80% CARE ABOUT COSMETIC FOR MEN
Do you care about cosmetic products for men?
N=558
21%
18%
30%
33%
35%
35%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40%
I don't care
Yes, Thailand
Yes, Euro
Yes, Japan
Yes, USA
Yes, Vietnam
Yes, Korea

27. 26
OVER 80% INTEND TO USE COSMETICS FOR MEN
If yes, do you intend you cosmetic product for men in future?
N=443
50%
60%
53%
44%
48%
34%
30%
29%
41% 37%
15%
10%
15%
14% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Will not use definitely
Will not use
Either use or not
Will use
Will use definitely

28. 27
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

29. 28
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

30. 29