An online survey of 1,000 Vietnamese women was conducted to study deodorant usage in Vietnam. The key findings were: - Nivea, Rexona, and Dove were the top 3 most well-known brands. TV and trade marketing were effective awareness channels. - Nivea dominated the market with 42% usage, followed by Rexona at 22%. 65% chose deodorants for their nice fragrance. - 24% were dissatisfied that deodorants caused yellow/white stains on clothes. 76% applied deodorant 1-2 times per day. - 89% purchased deodorant at supermarkets. 72% used roll-on deodor

1. March 2016
STUDY ABOUT FEMALE DEODORANT USAGE
IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about female deodorant usage in
Vietnam
 Methodology: Online survey
 Fieldwork time: 3 days ( 18/03/2016 to 21/03/2016)
 Sample size: N = 1000
 Gender: Female
 Geography: Nationwide

3. 2
KEY FINDINGS
• Nivea, Rexona & Dove are top 3 most well- known brands
• TVC & Trade marketing are effective channels to leverage brand awareness
• Nivea dominates Vietnam female deodorant market with 42% , followed by Rexona 22%
• 65% online customers buy choose deodorant brand cause of its nice fragrance
• 24% dissatisfied that deodorant causes yellow/white stain on clothes at under- arm area
• 76% users apply deodorant from 1- 2 times / day
• 65% spend $2.6 - $5 on each time buying deodorant
• 89% buy deodorant at super market, vary from all age
• 72% use roll-on deodorant

4. 3
GenderAge
OccupationLiving Place
N = 1000
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
28%
33%
38%
2%
Over 30
26-30
18-25
Under 18
29%
2%
2%
4%
19%
43%
Others
Hải Phòng
Cần Thơ
Đà Nẵng
Hà Nội
Hồ Chí Minh

5. 4
5%
28%
33%
36%
38%
40%
41%
43%
43%
59%
60%
74%
78%
None of them
Eyes liner
Facial moisturizer
Mascara
Body lotion
Make up remover
Facial mask
BB Cream
Perfume
Moisturize lipsticks
Deodorant
Facial cleanser
Color lipsticks
Total
3%
29%
31%
35%
40%
42%
42%
38%
44%
63%
64%
76%
81%
Under 18- 25
3%
30%
32%
40%
39%
40%
41%
46%
43%
59%
58%
77%
80%
26- 30
10%
27%
37%
32%
35%
35%
40%
44%
41%
52%
56%
68%
72%
Over 30
N = 1000
Which personal care products below are you using ?
DEODORANT STANDS IN TOP 3 MOST-USED
PERSONALCARE PRODUCT

6. 5
5%
7%
8%
9%
19%
27%
42%
43%
44%
69%
80%
89%
92%
Others
Stanhome Deo Cream
Gamarde
Vivite
Yves rocher
Fresh on
Refre
Fa
Izzi
Enchanteur
Dove
Rexona
Nivea
Total
6%
6%
6%
7%
19%
26%
48%
47%
47%
68%
83%
92%
92%
Ho Chi Minh
4%
7%
8%
9%
17%
24%
35%
44%
38%
70%
76%
85%
91%
Ha Noi
5%
8%
11%
11%
21%
29%
37%
38%
45%
70%
80%
86%
94%
Others
N = 600
Do you know any deodorant brands listed below?
NIVEA, REXONA & DOVE ARE TOP 3 MOST WELL- KNOWN BRANDS
Enchanteur is also another popular deodorant brand

7. 6
N = 600
If you are using deodorant, how do you know these brands?
TVC & TRADE MARKETING ARE EFFECTIVE CHANNELS TO GAIN
BRAND AWARENESS
Sampling is also effective to reach customers of 26- 30, who shop frequently
2%
25%
30%
33%
41%
44%
50%
50%
54%
70%
76%
Others
Out of homes
Ecommerce sites
Through promotion
persons
Online ads
Facebook ads
Sampling/ trial products
News/ Magazines
Friends/ relatives
recommendation
Through selling places(
supermarket,…
TV ads
Total
2%
22%
29%
34%
39%
43%
46%
52%
58%
72%
80%
Under 18- 25
3%
28%
32%
29%
48%
45%
57%
49%
53%
70%
77%
26-30
1%
25%
28%
34%
35%
44%
47%
50%
50%
64%
68%
Over 30

8. 7
0%
0%
0%
0%
1%
1%
1%
2%
2%
12%
14%
22%
43%
Under 18- 25
N = 600
If you're using deodorant, Which brand of deodorant are you using?
NIVEA (42%) DOMINATES VIETNAM FEMALE DEODORANT
MARKET, FOLLOWED BY REXONA (22%)
0%
0%
1%
1%
1%
1%
1%
2%
3%
12%
15%
22%
42%
Fresh on
Vivite
Gamarde
Stanhome Deo Cream
Fa
Izzi
Refre
Yves rocher
Others
Enchanteur
Dove
Rexona
Nivea
Total
0%
1%
1%
1%
2%
1%
2%
2%
3%
10%
14%
24%
41%
26-30
0%
1%
1%
0%
1%
2%
1%
1%
3%
14%
17%
18%
42%
Over 30

9. 8
92%
89%
80%
69%
44% 43% 42%
27%
19%
9% 8% 7% 5%
42%
22%
15%
12%
1% 1% 1% 0% 2% 0% 1% 1%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness Uasge
N = 600
Do you know any deodorant brands listed below?
If you're using deodorant, Which brand of deodorant are you using?
NIVEA IS LEADING THE INDUSTRY SINCE IT GAINS HIGHEST
BRAND AWARENESS AS WELL AS MARKET SHARE

10. 9
Nivea
Rexona
Dove
Enchanteur
N = 600
Do you know any deodorant brands listed below?
If you're using deodorant, Which brand of deodorant are you using?
Awareness
High
HighLow
Low
Usage
NIVEA LEAVES OTHER COMPETITORS BEHIND IN TERM OF USAGE
AND AWARENESS

11. 10
93%
89%
96% 98%
4%
7%
2% 1%1% 3%
2%1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under18- 25 26-30 Over 30
Others
Boyfriend/ husband
Siblings/ Cousins/ Aunt
Mother
Myself
If you're using deodorant, in your family, who
usually buy deodorant for you?
N = 600
93% DEODORANT USERS ARE DECISION MAKERS

12. 11
2%
13%
20%
23%
25%
25%
28%
29%
34%
38%
39%
49%
49%
50%
50%
61%
65%
Others
Foreign brand
My friends/relatives recommend the…
Frequent promotions
Firm under-arm skin
Anti bacteria effectively
Affordable price
Convenient points of sale
Whitening my under-arm skin
Leave smooth under-arm skin
Don't leave white/yellow stain on my…
Keeps under- arm skin dry
Prevent sweating effectively
Long lasting fragrance
Trusted brand
Prevent body odor effectively
Nice fragrance
Total
1%
10%
16%
22%
24%
23%
30%
25%
40%
37%
38%
46%
44%
43%
51%
64%
62%
Nivea
N = 560
If you're using deodorant, Which brand of deodorant are you using?
If you buy deodorant yourself, why do you choose that brand?
Nivea is mostly chosen cause its fragrance, prevent body odor and whitening under-arm skin
Rexona is also loved by both nice fragrance and prevent body odor
1%
6%
19%
18%
17%
17%
25%
33%
22%
34%
28%
42%
48%
46%
44%
58%
58%
Rexona
NICE FRAGRANCE AND PREVENT BODY ODOR EFFECTIVELY ARE
MAIN REASONS FOR CHOOSING THE BRAND
N = 237 N = 125

13. 12
0%
9%
23%
25%
31%
33%
23%
27%
35%
37%
40%
58%
56%
54%
54%
63%
73%
Dove
5%
17%
25%
22%
23%
22%
26%
25%
37%
45%
42%
51%
45%
63%
46%
49%
69%
Enchanteur
If you're using deodorant, Which brand of deodorant are you using?
If you buy deodorant yourself, why do you choose that brand?
2%
13%
20%
23%
25%
25%
28%
29%
34%
38%
39%
49%
49%
50%
50%
61%
65%
Others
Foreign brand
My friends/relatives recommend…
Frequent promotions
Firm under-arm skin
Anti bacteria effectively
Affordable price
Convenient points of sale
Whitening my under-arm skin
Leave smooth under-arm skin
Don't leave white/yellow stain…
Keeps under- arm skin dry
Prevent sweating effectively
Long lasting fragrance
Trusted brand
Prevent body ordor effectively
Nice fragrance
Total
DOVE = FRAGRANCE + PREVENT BODY ODOR + KEEP ARMPIT DRY
ENCHANTEUR = NICE AND LONG LASTING FRAGRANCE
N = 560 N = 81 N = 65

14. 13
16%
14%
17%
11%
22%
56%
57%
55%
64%
56%
27% 29% 27% 25% 22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Enchanteur Nivea Dove Rexona
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
If you're using deodorant, Which brand of deodorant are you using?
How do you feel with your current deodorant brand? (chosen in Q6)
83% ARE SATISFIED WITH THEIR CURRENT DEODORANT BRAND
ENCHANTUER IS SATISFIED THE MOST IN COMPARISON WITH OTHERS
N = 560 N = 237N = 65 N = 81 N = 125

15. 14
34%
26%
31%
38% 38%
43%
45%
45%
46%
42%
10%
12%
9%
5% 11%
2%
2%
4%
2%
11%
17%
13%
7% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Nivea Rexona Dove Enchanteur
I will buy this deodorant brand
only
I will prefer buying this
deodorant brand in priority
I will use this deodorant brand
parallel with other brand
I will buy this deodorant brand ,
but I also buy at other brands.
I will try other deodorant brands
If you're using deodorant, which brand of deodorant are you using?
What is your usage intention towards this brand in the future?
NIVEA HAS THE HIGHEST BRAND LOYALTY COMPARED TO OTHERS
N = 560 N = 237 N = 65N = 81N = 125

16. 15
Enchanteur
Nivea
Dove
Rexona
N = 560
Are you satisfied with your current brand of deodorant?
Will you choose this brand of deodorant for your next shop?
Loyalty
Satisfaction
High
Low
HighLow
NIVEA IS DOING WELL SINCE IT CAN MAKE CUSTOMERS
FEEL SATIFISED AND LOYAL TO THE BRAND

17. 16
3%
4%
6%
9%
11%
14%
14%
15%
16%
17%
20%
24%
Others
Be allegic to skin
Prevent body ordor ineffectively
Very strong fragrance
Prevent sweating ineffectively
Fragrance does not last long
Darken under- arm skin
Do not leave smooth skin
Be not effective as advertising
Expensive in price
Do not whiten/ frighten skin
Leave white/yellow stain on my
under-arm shirt or T-shirt
Total
If you're using deodorant, which brand of deodorant are you using?
Is there anything that makes you unsatisfied about your current deodorant brand?
1/4 UNHAPPY WITH THEIR BRAND BECAUSE IT CAUSES WHITE /
YELLOW STAIN ON CLOTHES AT UNDER-ARM AREA
3%
3%
5%
9%
11%
15%
14%
15%
19%
16%
20%
25%
Nivea
2%
4%
5%
8%
6%
11%
17%
13%
18%
13%
22%
26%
Rexona
N = 560 N = 237 N = 125

18. 17
3%
9%
11%
14%
17%
11%
15%
25%
14%
25%
22%
15%
Enchanteur
3%
4%
6%
9%
11%
14%
14%
15%
16%
17%
20%
24%
Others
Be allegic to skin
Prevent body ordor ineffectively
Very strong fragrance
Prevent sweating ineffectively
Fragrance does not last long
Darken under- arm skin
Do not leave smooth skin
Be not effective as advertising
Expensive in price
Do not whiten/ frighten skin
Leave white/yellow stain on my
under-arm shirt or T-shirt
Total
N = 560
If you're using deodorant, which brand of deodorant are you using?
Is there anything that makes you unsatisfied about your current deodorant brand?
WHILE DOVE LEAVES WHILE/YELLOW STAIN ON CLOTHES,
ENCHANTEUR IS EXPENSIVE AND DOES NOT SMOOTH SKIN
0%
2%
6%
9%
14%
19%
15%
12%
11%
19%
15%
31%
Dove
N = 560 N = 81 N = 65

19. 18
3% 6%
1%
3%
2%
27%
17% 26%
27%
34%
38%
37%
41%
37%
42%
31%
40%
32% 31%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Nivea Rexona Dove Enchanteur
I will recommend
definitely
I will recommend
I may recommend
I will not recommend
I will not recommend
definitely
If you're using deodorant, which brand of deodorant are you using?
What is your ability to recommend your deodorant brand to others?
Nivea (77%) has the highest recommendation rate compared to others
69% ARE WILLING TO RECOMMEND THEIR CURRENT
DEODORANT BRAND TO OTHERS
N = 560 N = 237 N = 65N = 81N = 125

20. 19
If you're using deodorant, which brand of deodorant are you using?
What is your most functional concerns when choosing a deodorant?
N = 560
4% 6% 2% 5%
4% 4%
7% 3%
9% 9% 10%
8%
10% 8% 9%
14%
11% 12% 11% 11%
17% 18% 16% 16%
44% 42% 44% 44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18- 25 26-30 Over 30
Deodorizing effectively
Keep my under-arm skin dry
Don't leave white/yellow stain on my
under-arm shirt or T-shirt
Long lasting fragrance
Whitening under-arm skin
Mosturizing under-arm skin
Prevent under-arm hair growing
Others
44% CONSIDER DEODORIZING FUNCTION AS AN PRIOR FEATURE
TO MAKE PURCHASE DECISION

21. 20
2% 2% 2% 3%
6% 8% 5% 3%
38% 37%
38% 41%
38%
41%
37% 36%
9%
7%
12%
9%
5% 4% 4% 7%
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 deodorant?
N = 560
76% USERS APPLY DEODORANT FROM 1- 2 TIMES/ DAY

22. 21
3% 4% 2% 4%
5% 6%
2%
7%
8%
10%
8%
4%
17%
18%
16%
17%
29%
33%
29%
25%
30%
22%
35% 36%
8% 8% 9% 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 deodorant yourself, how frequent do you buy deodorant?
N = 560
59% BUY DEODORANT FROM ONCE TO EVERY 2 MONTHS

23. 22
If you buy deodorant yourself, where do you usually buy deodorant?
N = 560
SUPER MARKET IS THE BEST PLACE FOR SELLING DEODORANT
3%
18%
30%
36%
89%
Others
Wet Market
Grocery stores
Convenient stores
Super market
Total
4%
16%
28%
30%
89%
Under 18- 25
4%
22%
34%
42%
89%
26- 30
2%
15%
28%
39%
91%
Over 30

24. 23
5%
1% 2% 1%
12%
22%
4%
4% 4%
6%
11%
12%
7%
10% 15%
14%
13%
29%
23%
30%
38%
26%
17%
36%
37%
41%
33% 30%
30%
15%
31%
13% 10% 13%
7%
Total Under $200 $200- under
$450
$450- under
$700
$700- under
$1000
Over $1000
5% 5% 6% 5%
4% 1%
5% 7%
12%
8%
11%
19%
29%
27%
32%
26%
36%
40%
34% 31%
15%
19%
12% 12%
Total Under 18- 25 26-30 Over 30
Under $2,5
$2,6- $3,5
$3,6- $5
$5,1- $7
$7,1- $10
Over $10
If you buy deodorant yourself, how much do you spend on deodorant per buying time?
N = 560
The higher income, the more they spend for buying deodorant
65% SPEND FROM $2,6- $5 ON DEODORANT PER BUYING TIME

25. 24
If you buy deodorant yourself, how big is the size of your deodorant?
N = 560
46% USE 50ML- 70ML DEODORANT VOLUME SIZE
5% 5% 5% 5%
4% 3%
5%
2%
8% 8%
7%
9%
18%
15%
21%
19%
46%
47%
46%
42%
20% 22%
15%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18- 25 26-30 Over 30
Under 50ml
50ml- 75ml
75ml- 100ml
100ml- 150ml
Above 150ml
I don't remember/ don’t care

26. 25
72% 69%
73% 75%
11%
12% 7%
12%
17% 18% 20%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18- 25 26-30 Over 30
Wax (solid)
Spray
Roll on
What type of deodorant do you prefer?
N = 560
72% USE ROLL-ON DEODORANT

27. 26
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

28. 27
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

29. 28