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Female Facial Moisturizer Usage In Vietnam
1. April 2016
STUDY ABOUT FEMALE MOISTURIZER
USAGE IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
2. 1
SCOPE OF WORK
The survey was conducted to study about female moisturizer
usage in Vietnam
Methodology: Online survey
Fieldwork time: 3 days (15/04 to 18/04/2016)
Sample size: N = 1300
Gender: Female
Geography: Nationwide
3. 2
KEY FINDINGS
• Pond’s, Nivea And Hazeline are top 3 most well-known brands
• TVC & Trade marketing are effective channels to increase brand awareness
• Pond’s dominates Vietnam market with 26% share, followed by Nivea (12%)
• 39% customers choose moisturizer brand cause of its ability to leave skin soft & smooth
• 20% are unhappy with their brands because it cannot make dark/age spots less visible
• Nivea is better than other competitors in term of gaining users’ satisfaction and loyalty
while L’oreal needs to focus more on its customers since 7% want to switch the brand
• 76% users apply moisturizer from 1-2 times / day
• 68% spend from $2.5 - $14.99 for buying moisturizer / time
• 69% buy moisturizer at super market across all age groups
4. 3
GenderAge
OccupationLiving Place
N = 1300
100%Female
DEMOGRAPHIC INFORMATION
24%
28%
45%
3%
Over 30
26-30
18-25
Under 18
25%
2%
3%
4%
17%
49%
Others
Hải Phòng
Cần Thơ
Đà Nẵng
Hà Nội
Hồ Chí Minh
6%
3%
4%
5%
8%
8%
26%
41%
Others
Job seeker/Retired
Factory Worker
Housewife
Self-employed
Engineer/Doctor/Teacher
Student
Officer
6. 5
3%
25%
26%
33%
40%
45%
48%
49%
52%
57%
65%
Others
Out of homes
Through promotion
persons
Ecommerce sites
Online ads
Sampling/ trial products
News/ Magazines
Facebook ads
Friends/ relatives
recommendation
Through selling places
TV ads
Total
8%
25%
25%
31%
33%
39%
39%
36%
58%
44%
64%
Under 18
3%
24%
27%
34%
45%
44%
48%
50%
51%
57%
64%
18-25
3%
28%
26%
34%
41%
50%
50%
50%
55%
60%
66%
26-30
3%
25%
25%
28%
32%
45%
45%
45%
48%
56%
66%
Over 30
N = 1300
How do you know these brands?
TVC & TRADE MARKETING ARE EFFECTIVE CHANNELS TO
LEVERAGE BRAND AWARENESS
7. 6
4%
0%
1%
1%
1%
1%
2%
2%
2%
3%
3%
3%
4%
4%
5%
6%
6%
6%
8%
12%
26%
Others
Lacvert Essance
Kose
Clinique
Lancome
Avène
Yves Rocher
Innisfree
Shiseido
Johnson's Baby
Ohui
Skinfood
Vichy
Laneige
Olay
Hazeline
L'oreal
Hada Labo
The Face Shop
Nivea
Pond's
Total
5%
0%
1%
1%
2%
1%
2%
3%
3%
3%
3%
3%
4%
4%
5%
5%
5%
6%
10%
12%
22%
Hồ Chí Minh
4%
0%
0%
0%
1%
2%
2%
2%
2%
4%
3%
4%
4%
6%
3%
3%
6%
7%
7%
11%
26%
Hà Nội
4%
1%
1%
1%
1%
2%
2%
1%
1%
2%
3%
4%
2%
4%
5%
8%
6%
5%
7%
13%
31%
Others
N = 1220
If you're using moisturizer, which brand of moisturizer are you using the most frequent?
POND’S DOMINATES VIETNAM MOISTURIZRE MARKET
Nivea is the 2nd biggest player in Vietnam market
8. 7
4%
0%
1%
1%
1%
1%
2%
2%
2%
3%
3%
3%
4%
4%
5%
6%
6%
6%
8%
12%
26%
Others
Lacvert Essance
Kose
Clinique
Lancome
Avène
Yves Rocher
Innisfree
Shiseido
Johnson's Baby
Ohui
Skinfood
Vichy
Laneige
Olay
Hazeline
L'oreal
Hada Labo
The Face Shop
Nivea
Pond's
Total
3%
0%
0%
0%
0%
0%
0%
0%
3%
0%
3%
3%
0%
3%
3%
20%
6%
9%
17%
11%
20%
Under 18
5%
1%
1%
1%
1%
2%
2%
3%
2%
3%
2%
4%
4%
4%
4%
5%
4%
5%
10%
14%
22%
18-25
4%
0%
0%
1%
1%
1%
1%
1%
2%
3%
2%
3%
4%
5%
5%
5%
5%
7%
9%
9%
31%
26-30
3%
0%
1%
1%
1%
1%
2%
1%
2%
3%
5%
1%
3%
5%
7%
5%
9%
6%
3%
12%
27%
Over 30
N = 1220
If you're using moisturizer, which brand of moisturizer are you using the most frequent?
AGAIN, POND’S IS THE MARKET LEADER ACROSS ALL AGE GROUPS
Hazeline and The Face Shop is preferred by under 18 group
9. 8
75%
70%
65% 65%
63%
55%
52%
45% 45% 44% 43% 43%
39%
36%
29%
23% 22% 22%
20%
15%
5%
26%
12%
6% 5% 6%
3%
8%
4% 3% 3%
6%
2% 1%
4%
0% 1% 2% 1% 2% 1%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Awareness
Usage
N = 1220
Do you know any moisturizer brands listed below?
If you're using moisturizer, which brand of moisturizer are you using?
POND’S LEAVES OTHER PLAYERS FAR BEHIND IN TERM OF
BRAND AWARENESS AND USAGE
10. 9
Pond's
Nivea
Hada Labo L'oreal
Hazeline
Olay
N = 1220
Do you know any moisturizer brands listed below?
If you're using moisturizer, which brand of moisturizer are you using?
Awareness
High
HighLow
Low
Usage
THERE IS A BIG GAP AMONG POND’S AND OTHER PLAYERS IN
VIETNAM FEMALE MOISTURIZER INDUSTRY
12. 11
4%
4% 9%
5% 2%
6%
31%
8%
3% 1%
86%
60%
83%
91% 92%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Myself
Mother
Siblings/ Cousins/ Aunt
Boyfriend/ husband
Others
If you're using moisturizer, in your family, who usually
buy moisturizer for you?
N = 1220
86% MOISTURIZER CONSUMERS ARE THE DECISION MAKERS
13. 12
11%
13%
15%
16%
17%
18%
18%
20%
21%
22%
22%
22%
22%
24%
24%
25%
27%
29%
29%
32%
35%
37%
39%
Recover damaged facial skin due to frequent make up
Remove dark/age spots from skin
Make wrinkles less visible
For an even looking skin tone
Nourish skin before make up
Firms skin/ brings back elasticity
Regenerate skin
Friends/Relatives recommend the brand to me
Remove acne problems
Whiten skin
Recover damaged facial skin due to sunlight, weather…
Sun protection
Fight the aging process
Give smooth and glowing skin
Prevents skin from getting oily
Hydrate skin
Prevents acne problems
Minimize/ Tighten pores
Famous brands
Affordable price
Brighten skin
Moisturize skin
Leave skin soft & smooth
Total
N = 1055
Why do you choose that brand?
LEAVE SKIN SOFT & SMOOTH IS THE TOP CRITERIA FOR CHOOSING A
MOISTURIZER BRAND OF VIETNAMESE CONSUMERS
Beside that, moisturize and brighten skin also top reasons for choosing the brand
15. 14
17%
26%
25%
30%
21%
21%
34%
28%
17%
23%
19%
26%
30%
36%
26%
30%
28%
34%
43%
19%
38%
43%
45%
L'oreal
14%
17%
8%
13%
17%
21%
13%
21%
21%
14%
16%
17%
29%
40%
22%
40%
24%
37%
22%
43%
30%
48%
35%
Recover damaged facial skin…
Remove dark/age spots from skin
Make wrinkles less visible
For an even looking skin tone
Nourish skin before make up
Firms skin/ brings back elasticity
Regenerate skin
Friends/Relatives recommend…
Remove acne problems
Whiten skin
Recover damaged facial skin…
Sun protection
Fight the aging process
Give smooth and glowing skin
Prevents skin from getting oily
Hydrate skin
Prevents acne problems
Minimize/ Tighten pores
Famous brands
Affordable price
Brighten skin
Moisturize skin
Leave skin soft & smooth
Hada Labo
HADA LABO = MOISTURIZE SKIN + AFFORDABLE PRICE
L’OREAL = LEAVE SKIN SOFT + FAMOUS/ HAZELINE = PRICE
Why do you choose that brand? (by brand)
N = 63 N = 53 N = 53
11%
9%
17%
21%
13%
9%
15%
9%
25%
23%
26%
26%
23%
19%
17%
13%
26%
26%
13%
38%
28%
38%
38%
Hazeline
16. 15
6%
7%
8%
8%
9%
9%
11%
12%
12%
13%
14%
14%
15%
16%
16%
18%
19%
19%
20%
Do not leave skin soft & smooth
Do not hydrate skin
Do not moisturize skin effectively
Do not recover damaged facial skin due to frequent make up effectively
Do not give smooth and glowing skin
Do not firms skin/ brings back elasticity effectively
Do not bring an even looking skin tone
Do not regenerate skin effectively
Do not recover damaged facial skin due to sunlight, weather…effectively
Do not brighten skin effectively
Do not whiten skin effectively
Do not prevents skin from getting oily
Do not fight the aging process effectively
Do not make wrinkles less visible
Do not protect from sun effectively
Dot not minimize pores
Do not prevents acne problems effectively
Do not remove acne problems effectively
Dot not remove dark/age spots from skin effectively
Total
N = 1055
Is there anything that makes you unsatisfied about your current moisturizer brand?
MARK DARK SPOTS LESS VISIBLE, REMOVE & PREVENT ACNE
PROBLEMS ARE FUNCTIONS THAT BRANDS NEED TO IMPROVE
17. 16
4%
7%
10%
10%
10%
9%
9%
11%
10%
13%
12%
14%
13%
19%
14%
15%
19%
19%
22%
Do not leave skin soft & smooth
Do not hydrate skin
Do not moisturize skin effectively
Do not recover damaged facial skin due…
Do not give smooth and glowing skin
Do not firms skin/ brings back elasticity…
Do not bring an even looking skin tone
Do not regenerate skin effectively
Do not recover damaged facial skin due…
Do not brighten skin effectively
Do not whiten skin effectively
Do not prevents skin from getting oily
Do not fight the aging process effectively
Do not make wrinkles less visible
Do not protect from sun effectively
Do not minimize/ Tighten pores
Do not prevents acne problems effectively
Do not remove acne problems effectively
Do not remove dark/age spots from skin…
Pond's
5%
7%
7%
4%
9%
10%
13%
12%
15%
11%
13%
15%
18%
18%
16%
23%
17%
19%
14%
Nivea
6%
2%
10%
8%
11%
6%
8%
12%
16%
12%
12%
15%
15%
15%
17%
20%
14%
16%
25%
The Face Shop
Is there anything that makes you unsatisfied about your current moisturizer brand? (by brand)
POND’S AND THE FACE SHOP = DO NOT REMOVE DARK/AGE SPOTS
NIVEA = DO NOT MINIMIZE PORES
N = 284 N = 135 N = 94
18. 17
6%
10%
9%
10%
12%
13%
12%
19%
16%
19%
16%
19%
20%
23%
17%
14%
20%
19%
13%
L'oreal
13%
12%
10%
9%
7%
12%
7%
19%
13%
19%
23%
16%
20%
14%
16%
19%
20%
20%
20%
Hazeline
6%
4%
8%
7%
3%
8%
10%
13%
11%
17%
15%
15%
17%
14%
25%
19%
22%
26%
21%
Do not leave skin soft & smooth
Do not hydrate skin
Do not moisturize skin effectively
Do not recover damaged facial skin due to…
Do not give smooth and glowing skin
Do not firms skin/ brings back elasticity…
Do not bring an even looking skin tone
Do not regenerate skin effectively
Do not recover damaged facial skin due to…
Do not brighten skin effectively
Do not whiten skin effectively
Do not prevents skin from getting oily
Do not fight the aging process effectively
Do not make wrinkles less visible
Do not protect from sun effectively
Do not minimize/ Tighten pores
Do not prevents acne problems effectively
Do not remove acne problems effectively
Do not remove dark/age spots from skin…
Hada Labo
HADA LABO = DO NOT REMOVE ACNE PROBLEM / L’OREAL = NOT
MAKE WRINKLES LESS VISIBLE / HAZELINE = NOT WHITEN SKIN
Is there anything that makes you unsatisfied about your current moisturizer brand? (by brand)
N = 63 N = 53 N = 53
19. 18
4%1% 3%
1%
0% 0% 0% 1%
24%
26%
28%
30%
20% 21%
29%
56% 51%
48% 51%
61% 63%
55%
18% 19% 19% 19% 18% 17% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Hada Labo L'oreal Hazeline Nivea The Face
Shop
Pond's
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
N = 1055
How do you feel with your current moisturizer brand?
74% FEEL SATISFIED WITH THEIR CURRENT MOISTURIZER BRAND
Hala Labo gains highest consumers’ satisfaction level
N= 1055 N= 63 N= 53 N= 53 N= 135 N= 94 N= 284
20. 19
3% 2%
7%
3% 4% 4%
10% 10%
10% 17%
8% 7%
46% 46% 35%
49%
54%
58%
49%
34% 34%
41%
25% 28% 36% 37%
7% 7% 7% 7% 6% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Nivea L'oreal Hada Labo Pond's Hazeline 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
What is your usage intention towards your current brand?
7% ARE LOYAL TO THERE CURRENT BRAND
N = 1055
N= 1055 N= 135 N= 53 N= 63 N= 284 N= 53 N= 94
7% L’oreal users with switch to other brand
17% Hada Labo users will try other brand
21. 20
N = 1055
How do you feel with your current moisturizer brand?
What is your usage intention towards this moisturizer brand in the future?
Satisfaction
High
HighLow
Low
Loyalty
NIVEA IS DOING BETTER THAN OTHER PLAYERS IN TERM OF
GAINING USERS’ SATISFACTION AND LOYALTY
Nivea
L'oreal
Hada Labo
Pond's
Hazeline
The Face Shop
22. 21
3% 3% 1% 1% 6% 3% 5%
30%
35%
32% 30%
33%
25%
26%
44% 37% 44% 45%
39%
53%
51%
23% 25% 23% 22% 22% 19% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Pond's Nivea L'oreal Hazeline Hada Labo 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 moisturizer brand to others?
N = 1055
Pond’s has the highest top box recommendation level comparing with others
67% USERS ARE WILLING TO RECOMMEND THEIR CURRENT
MOISTURIZER BRAND TO OTHERS
N= 1055 N= 284 N= 135 N= 53 N= 53 N= 63 N= 94
23. 22
26%
28%
37%
37%
37%
37%
39%
39%
41%
42%
42%
43%
49%
56%
Many products for different
skin kind
Quick efficiency
Good level of sun protection
Not make skin dull back
Doesn't leave dry/ tight skin
feeling
Does not thin skin
Absorbs into skin cells
Is verified by dermatologist &
skin care institue
Is verified by dermatology
organization
Has a nice fragrance
Not receptive to the sun
Not sticky and greasy
Has more natural ingredients
Mildly & not make skin
irritated
Total
24%
57%
52%
43%
57%
38%
29%
48%
38%
57%
62%
43%
57%
76%
Under 18
27%
28%
37%
36%
36%
40%
41%
39%
40%
41%
43%
41%
46%
58%
18-25
23%
25%
33%
35%
35%
35%
35%
37%
39%
41%
39%
43%
53%
54%
26-30
27%
29%
41%
40%
39%
35%
39%
39%
44%
46%
43%
46%
48%
54%
Over 30
What is your most functional concerns when choosing a moisturizer?
N = 1055
MILDLY & NOT MAKE SKIN IRRITATED IS THE FUNCTION AND
KEY TOUCH MESSAGE THAT BRAND SHOULD FOCUS TO DEVELOP
24. 23
2%
11%
2% 0% 2%
8%
17%
10%
5%
7%
33%
23%
29%
35%
37%
43%
29%
44%
42%
43%
9% 14% 8%
13%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 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 moisturizer?
N = 1055
76% USERS APPLY MOISTURIZER 1-2 TIMES / DAY
25. 24
2%
6%
2% 1% 3%
65%
63%
65%
62%
69%
8% 3% 9%
9%
7%
25%
29%
24%
28%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
In the morning (after wake up)
In the afternoon
At night (before go sleep)
Other
When do you usually use facial moisturizer?
N = 1055
65% USE FACIAL MOISTURIZER BEFORE GOING TO SLEEP
26. 25
4%
14%
3% 4% 5%
5%
14%
5% 3%
6%
8%
5%
9%
7%
7%
18%
24%
20%
13%
20%
29%
19%
27%
33%
29%
8%
10%
10%
8%
5%
28%
14%
26%
33%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Once/ month
More than once / month
Every 2 months
Every 3 months
Every 4-6 months
More than 6 months
I don't remember
If you buy moisturizer yourself, how frequent do you buy moisturizer?
N = 1055
65% BUY MOISTURIZER FROM ONCE/MONTH TO EVERY 2 MONTHS
26-30 group buys moisturizer more frequently
27. 26
2%
9%
16%
19%
22%
23%
39%
69%
Others
Wet Market
Grocery stores
Branded pharmacies
Convenient stores
Online
Brand shop/Showroom
Super market
Total
0%
10%
24%
19%
43%
24%
43%
67%
Under 18
2%
8%
17%
19%
19%
23%
40%
68%
18-25
2%
9%
15%
20%
22%
23%
41%
70%
26-30
1%
11%
16%
19%
26%
21%
36%
72%
Over 30
Where do you usually buy moisturizer?
N = 1055
69% BUY MOISTURIZER AT SUPERMARKET ACROSS ALL GROUPS
Under 18 group buys moisturizer at convenient stores more
28. 27
6% 5% 5% 5% 8%
5%
4%
9% 5%
7%
14% 5%
6% 9%
12%
0% 12%
11%
14%
20%
14%
21%
21%
17%
27%
24%
26%
30% 27%
21%
43%
24%
17% 19%
2% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Under $2.49
$2.5 - $ 4.99
$5 - $9.99
$10 - $14.99
$15 - $19.99
$20 - $24.99
$25 - $39.99
Over $40 6% 3% 6% 9%
17%5%
1%
4%
5%
11%
11%
7%
6%
5%
7%
10%
9%
12%
5%
15%
11%
14%
13%
20%
15%
18%
22%
20%
26%27%
29%
32%
31%
16%
14%
21%
36%
21%
17% 18%
11%
2% 5% 2% 2% 1%
Total Under $200 $201 -
$450
$451 -
$700
$701 -
$1000
Over $1000
If you buy moisturizer yourself, how much do you spend on moisturizer per buying time?
N = 1055
67% under 18 group spends from $2.5 - $9.99 on moisturizer per buying time
The higher income the more they spend on buying moisturizer
68% SPEND FROM $2.5- $14,99 ON MOISTURIZER PER BUYING TIME
29. 28
4% 3% 4% 5% 4%
4%
11%
4% 3% 5%
13%
9%
13% 13% 13%
35%
40%
35% 35% 33%
38%
37%
38% 36% 38%
7%
0%
5% 8% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Under 30ml
30ml - 50ml
50ml - 100ml
100ml - 200ml
Over 200ml
I don't remember/ don’t care
How big is your moisturizer size?
N = 1055
73% USE 30ML-100ML MOISTURIZER VOLUME SIZE
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. 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