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How Covid-19 change beauty care behavior in Vietnam

The document presents data on personal hygiene and grooming habits during the COVID-19 pandemic, indicating that nearly 80% of respondents take daily showers, while skincare and makeup routines have been adjusted due to decreased social interactions. A significant portion of individuals increased their focus on hygiene, particularly among males, with many allocating more time and resources to skincare and hair washing. The findings suggest a general trend towards more frequent self-care practices in response to heightened attention to personal hygiene.

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!"#$%&#%'()*#+%#,%-#(./)#0.(1#2#31%&)42#1.54#&.31 0)'%4)# 6%75+89:; <=>?@AB ;50($"%&':10,-%&"5:( ?-3,:@:,-&5:#-9, Nearly 80% take a daily shower. Women tend to wash their hair 2-3 times a week while men wash their hair everyday. 18% 15% 76% 78% 6% 7% Male Female Several times a day Every day Less than 6 times a week Take bath / shower frequency Hair wash frequency 12% 6% 68% 19% 11% 21% 7% 51% 2% 3% Male Female Several times a day Every day 4-6 times a week 2-3 times a week Less than once a week
;50($"%&':10,-%&"5:( AB&.+-50 As a matter of routine, 59% have the habits of doing skincare everyday with monthly expenses mostly ranging from 100k – 300k VND. 14% 59% 10% 8% 9% Several times a day Every day 4-6 times a week 2-3 times a week Less than once a week 21% 45% 16% 19% 100k VND and below 100k - 300k VND 300k - 500k VND Above 500k VND Frequency Monthly usage amount !"#<C)D.E)B#$%&#%'()*#+%#,%-#3/5*#F.4) 0)'%4)#6%75+89:; <=>A9GB
;50($"%&':10,-%&"5:( C-B02D Nearly 60% wear makeup almost everyday with monthly expenses for makeup ranging from 100k-300k VND (36%). 37% 20% 14% 4% 19% 7% Every day 4-6 times a week 2-3 times a week Once a week Only for a special occasion I do not make-up 26% 36% 19% 19% 100k VND and below 100k - 300k VND 300k - 500k VND Above 500k VND Frequency Monthly usage amount !"#<C)D.E)B#$%&#%'()*#+%#,%-#D./)#-H#0)'%4)#6%75+89:; <=>A9GB
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'#/("%0$,-/(;<#,(2*#$,30"%4,5 >(?#,:/0&#$,@,.(*/,168 Nearly 50% take more shower than before with the reason of paying more attention on hygiene. While 8% showering less due to going out less during pandemic. 21% 26% 45% 7% 1% Frequency change Increase a lot Increase slightly No change Decrease slightly Decrease a lot 62% 39% 27% 18% 5% As I go out less To save the cost As I do not sweat / smell badly As I have less issues with body / hair As washing product is out of stock Reasons for decrease 63% 45% 39% 30% 23% 17% I pay attention to more about hygiene As I have more time As I need to cool myself down As I sweat / smell more at home As I have new products that I would like to try As I have more issues with body / hair Reasons for increase !"#IE).3)#+)3F450) 1%&#(1)#0)1.75%4#F1.*J)#'%4#(1)#'%EE%&5*J#0)(&))*#0)'%4)8F%75+89:#.*+#F-44)*(#8 K./)#.#0.(1#2#31%&)4 <=>?@AB
'#/("%0$,-/(;<#,(2*#$,30"%4,5 >(?#,:/0&#$,@,.(*/,1A8 There is no much difference between male and female in terms of bathing, with nearly 50% take more shower with the reason of paying more attention on hygiene. 20% 23% 28% 22% 45% 46% 6% 7% 1% 1% Male Female Frequency change Increase a lot Increase slightly No change Decrease slightly Decrease a lot 65% 45% 33% 18% 5% 58% 31% 19% 19% 4% As I go out less To save the cost As I do not sweat / smell badly As I have less issues with body / hair As washing product is out of stock Reasons for decrease Male Female 57% 40% 42% 19% 33% 17% 73% 53% 35% 30% 25% 17% I pay attention to more about hygiene As I have more time As I need to cool myself down As I have new products that I would like to try As I sweat / smell more at home As I have more issues with body / hair Reasons for increase Male Female !"#IE).3)#+)3F450) 1%&#(1)#0)1.75%4#F1.*J)#'%4#(1)#'%EE%&5*J#0)(&))*#0)'%4)8F%75+89:#.*+#F-44)*(#8 K./)#.#0.(1#2#31%&)4 <=>?@AB
'#/("%0$,-/(;<#,(2*#$,30"%4,5 9(%$,&(:/,168 45% wash their hair more regularly than before with the reason of paying more attention on hygiene, while only 10% wash their hair less because of going out less during pandemic. 17% 28% 45% 9% 1% Frequency change Increase a lot Increase slightly No change Decrease slightly Decrease a lot 64% 39% 32% 29% 6% As I go out less To save the cost As I have less issues with body / hair As I do not sweat / smell badly As washing product is out of stock Reasons for decrease 63% 45% 40% 32% 22% 20% I pay attention to more about hygiene As I have more time As I need to cool myself down As I sweat / smell more at home As I have new products that I would like to try As I have more issues with body / hair Reasons for increase !"#IE).3)#F1.*J)#1%&#(1)#0)1.75%4#F1.*J)#'%4#(1)#'%EE%&5*J#0)(&))*#0)'%4)8F%75+89:#.*+#F-44)*(#8 L.31#,%-4#1.54 <=>?@AB
'#/("%0$,-/(;<#,(2*#$,30"%4,5 9(%$,&(:/,1A8 The increase in hair wash is slightly higher among male with the reason of paying more attention on hygiene with 57%. 18% 15% 29% 25% 45% 47% 7% 12% 1% 2% Male Female Frequency change Increase a lot Increase slightly No change Decrease slightly Decrease a lot 62% 53% 36% 27% 7% 67% 24% 29% 31% 5% As I go out less To save the cost As I have less issues with body / hair As I do not sweat / smell badly As washing product is out of stock Reasons for decrease Male Female 57% 40% 40% 32% 20% 17% 75% 54% 39% 31% 20% 32% I pay attention to more about hygiene As I have more time As I need to cool myself down As I sweat / smell more at home As I have more issues with body / hair As I have new products that I would like to try Reasons for increase Male Female !"#IE).3)#F1.*J)#1%&#(1)#0)1.75%4#F1.*J)#'%4#(1)#'%EE%&5*J#0)(&))*#0)'%4)8F%75+89:#.*+#F-44)*(#8 L.31#,%-4#1.54 <=>?@AB
'#/("%0$,-/(;<#,(2*#$,30"%4,5 B(?#)C,168 57% wearing makeup less often due to Covid-19 era because they go out less or meet less prople (92%). 2% 17% 24% 27% 30% Frequency change Decrease drastically Decrease a bit No change Increase a bit Increase drastically 92% 31% 24% 19% As I go out less / meet less people In order to save money As I would like to make my skin condition better As I have difficulty in buying makeup products Reasons for decrease 35% 34% 33% 32% 28% 19% 8% As I need to refresh myself As I have more time to work on makeup As I have new products to try on As it is a part of etiquette As I feel better with makeup As I meet others online As I meet more people after Covid-19 Reasons for maintain or increase !"#$%&#+%)3#,%-4#D./)#-H#'4)M-)*F,#F1.*J)#0)(&))*#*%&#.*+#0)'%4)#6%75+89:; <=>A9GB -38 pts
'#/("%0$,-/(;<#,(2*#$,30"%4,5 B(?#)C,1A8 Those who spend highly decrease the frequency of makeup highest as they stay home more. 2% 4% 15% 20% 9% 31% 21% 19% 28% 27% 28% 26% 30% 40% 15M and below >15M - 30M Above 30M MHHI Frequency change Decrease drastically Decrease a bit No change Increase a bit Increase drastically 83% 33% 27% 13% 96% 33% 20% 22% 97% 22% 28% 19% As I go out less / meet less people In order to save money As I would like to make my skin condition better As I have difficulty in buying makeup products Reasons for decrease 15M and below >15M - 30M Above 30M 40% 31% 25% 23% 21% 19% 4% 28% 22% 44% 35% 41% 16% 9% 47% 47% 20% 47% 33% 33% 20% As I need to refresh myself As I feel better with makeup As I have more time to work on makeup As it is a part of etiquette As I have new products to try on As I meet others online As I meet more people after Covid-19 Reasons for maintain or increase 15M and below >15M - 30M Above 30M !"#$%&#+%)3#,%-4#D./)#-H#'4)M-)*F,#F1.*J)#0)(&))*#*%&#.*+#0)'%4)#6%75+89:; <=>A9GB - 39 - 35 - 55
'#/("%0$,-/(;<#,(2*#$,30"%4,5 D?%;,-($#,168 46% increase skin care frequency during Covid-19 as it is important to maintain the skin care and have more free time for taking care of skin 20% 26% 36% 16% 2% Frequency change Decrease drastically Decrease a bit Increase drastically Increase a bit No change 52% 45% 33% 28% In order to save money As I go out less / meet less people As I have difficulty in buying skin care products As I have less worry about U.V or skin damage Reasons for decrease 57% 49% 39% 39% 24% 13% 10% As it is important to maintain the care As i have more time to work on skin care As it is a part of etiquette As I need to refresh myself As I have new products to try on As I meet others online As I meet more people after Covid-19 Reasons for maintain or increase !"#$%&#+%)3#,%-4#3/5*#F.4) '4)M-)*F,#F1.*J)#0)(&))*#*%&#.*+#0)'%4)#6%75+89:; <=>A9GB +28 pts
'#/("%0$,-/(;<#,(2*#$,30"%4,5 D?%;,-($#,1A8 High skin care spenders increase their attention to skin care, as they understand the importance of skin care + they have more time / need refreshing 5% 26% 37% 34% 18% 27% 40% 38% 20% 19% 14% 14% 2% 2% 2% Below 200k >200k - 500k Above 500k Frequency change/ skincare spending Decrease drastically Decrease a bit No change Increase a bit Increase drastically 61% 57% 21% 14% 33% 29% 43% 48% 67% 44% 11% 56% In order to save money As I go out less / meet less people As I have less worry about U.V or skin damage As I have difficulty in buying skin care products Reasons for decrease Below 200k >200k - 500k Above 500k 43% 40% 26% 26% 25% 5% 5% 50% 65% 18% 49% 44% 13% 10% 58% 76% 32% 46% 56% 30% 22% As i have more time to work on skin care As it is important to maintain the care As I have new products to try on As it is a part of etiquette As I need to refresh myself As I meet others online As I meet more people after Covid-19 Reasons for maintain or increase Below 200k >200k - 500k Above 500k !"#$%&#+%)3#,%-4#3/5*#F.4) '4)M-)*F,#F1.*J)#0)(&))*#*%&#.*+#0)'%4)#6%75+89:; <=>A9GB +18 + 28 + 48
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User could be broken down into 4 types based their beauty care frequency change E:#$,*+C0=0<+, 25% 42% 16% 17% Group who increase makeup and / or skin care (while the other is maintained) Group who decrease makeup , while skin care is maintained / increased Group who decrease both makeup / skin care No change / others • Monthly spending: Makeup - 348K VND, Skin care - 316K VND • Those who like makeup daily and like it to make them feel good • Monthly spending: Makeup - 369K VND, Skin care - 382K VND • Those who do not feel the need of makeup as they do not meet others, but understand the imporatnce of regular skin care • Monthly spending: Makeup - 287K VND, Skin care - 276K VND • Those who do not have the custom of frequent skin care, while make up was done highly. The usage decreased due to stay home + save money
Those who are more interested in both of makeup and skincare during Covid-19 as they like makeups to enjoy their spare time, while understanding the importance of skin care. ;9<+)=+5&<.,5<.'<.+-$</+,$<'><*5<&-%(<$2$(<.0'8?0<9@*<+.<0'*$< .'<-$$1<*5<&-%(<0$+).05:A<B CC<5$+,&<')3D EF#: ;6&<+<*+..$,<'><,'8.%($D<9<3'<*+-$81<+(3<&-%(/+,$<$2$,53+5:A< B GG<5$+,&<')3D<EF#: ;9<.+-$<4$..$,</+,$<'><*5<&-%(<+(3<0+%,<+&<=$))<+&<%*1,'2$<*+-$81< &-%))&<38,%(?<F'2%3HIJA<B CI<5$+,&<')3D<E+('% ;9<0+2$<*',$<>,$$<.%*$<.'<.+-$</+,$<'><*5<&-%(<+(3<0+%,< 38,%(?<F'2%3HIJ<1+(3$*%/:A<B CK<5$+,&<')3D<!8+(?<L,% Makeup /skin care both / either increased (the other maintained) 13% 60% 27% Several times/ day Every day Others Skin care before covid Monthly spending = 316K 38% 29% 33% Daily 4-6 times/ wk Others Makeup before covid Monthly spending = 348K
B(?#)C,4#-$#(:#4 / skin care maintained/increased This groups are the ones who understand the imortance of regular skin care, while decrease makeup less due to less opportunities to meet others / go outside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everal times/ day Every day Others Skin care before covid Monthly spending = 382K 38% 14% 48% Daily 4-6 times/ wk Others Makeup before covid Monthly spending = 369K
F#-$#(:#,G(?#)C,@,:?%;,-($# This group decrease the frequency of both skin care / makeup as they feel less necessity as they stay home, in addition to the motivation to save cost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everal times/ day Every day Others Skin care Monthly spending = 276K 46% 14% 40% Daily 4-6 times/ wk Others Makeup Monthly spending = 287K
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