Female Facial Cleanser Usage In Vietnam

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

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

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

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

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

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

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

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

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

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
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

10
N = 804
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

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

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

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%
Clean make up base completely/…
Exfoliate skin
Whiten skin
Natural ingredients
Famous brands
Leave skin smooth
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)

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%
Clean make up base completely/…
Exfoliate skin
Whiten skin
Natural ingredients
Famous brands
Leave skin smooth
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

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

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 acne
Do not remove toxins, purify skin effectively
Do not whiten skin
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

17
1%
3%
4%
7%
3%
14%
3%
13%
17%
14%
10%
7%
12%
16%
9%
17%
17%
19%
6%
Cause acne
Do not remove toxins, purify skin…
Do not whiten skin
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

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

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

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

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

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

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%
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

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%
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

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

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%
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

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%
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

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

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

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

Female Facial Cleanser Usage In Vietnam

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Female Facial Cleanser Usage In Vietnam

Similar to Female Facial Cleanser Usage In Vietnam (20)

More from DI Marketing

More from DI Marketing (20)

Recently uploaded

Recently uploaded (20)

Female Facial Cleanser Usage In Vietnam