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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:;
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4)$%;<,:0-%(=,4%:*(;-%;<,
'#/("%0$,-/(;<#,(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
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'#/("%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
!"#$%&#+%)3#,%-4#3/5*#F.4) '4)M-)*F,#F1.*J)#0)(&))*#*%&#.*+#0)'%4)#6%75+89:; <=>A9GB
+18 + 28 + 48
E:#$ *+C0=0<+,.+,.#()*+,-($#,.#/("%0$:,4)$%;<,-0"%4567
User could be broken down into 4 types based their beauty care frequency change
E:#$,*+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
;9<.+-$<4$..$,</+,$<'><*5<&-%(<+(3<0+%,: 9<1,$>$,<.'<(+.8,+)<
%(?,$3%$(.&<>',<&-%(/+,$:A<B GM<5$+,&<')3D<EF#
;9<>'/8&<*',$<'(<&-%(/+,$<,'8.%($<+(3<=$+,<)$&&<*+-$81<%(<.0$<F'2%3H
IJ<$,+<>',<,$1+%,%(?<+(3<,$2%.+)%N%(?<.0$<&-%(:A<B GM<5$+,&<')3D<EF#
;9.@&<*',$</'(2$(%$(.<.'<.+-$</+,$<'><*5<&-%(<+.<0'*$<=%.0<
2+,%$.5<'><1,'38/.&<=0$(<9<0+2$<>,$$<.%*$:<O$?+,3%(?<*+-$81D<9<
3$/,$+&$<+<)'.<4$/+8&$<'><('.<?'%(?<'8.<38,%(?<F'2%3HIJ:A<B GP<
5$+,&<')3D<E+('%
;9<0+2$<*8/0<*',$<.%*$<>',<&-%(<+(3<0+%,</+,$<=%.0<&8%.+4)$<1,'38/.&:
9<3'<('.<($$3<.'<*+-$81<4$/+8&$<'><=$+,%(?<>+/$<*+&-<=0$(<?'%(?<
'8.<38,%(?<F'2%3HIJ<1+(3$*%/:A<B PK<5$+,&<')3D<EF#
19% 60% 21%
Several 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
;9.@&<*',$<3%>>%/8).<.'<485<&-%(/+,$<1,'38/.&<38,%(?<)'/-3'=(<&'<
.0$<>,$Q8$(/5<'><*5<&-%(</+,$<%&<)'=$,<.0+(<4$>',$:<9<'()5<8&$<
&'*$<&-%(/+,$<1,'38/.&<+&<($$3$3:A<B GG<5$+,&<')3D<R+<S+(?
;L0$<>,$Q8$(/5<'><3'%(?<&-%(/+,$<+(3<=$+,%(?<*+-$81<%&<
)'=$,<.0+(<4$>',$<+&<('.<?'%(?<'8.<38,%(?<F'2%3HIJA<B GI<
5$+,&<')3D<EF#
;9<&.+5<+.<0'*$<+))<.0$<.%*$ &'<9<3'<&-%(/+,$D<*+-$<81<+(3<
0+%,</+,$<)$&&<.0+(<4$>',$:A<B CP<5$+,&<')3D<E+('%
;9<1,$>$,<.'<8&$<0'*$*+3$<(+.8,+)<1,'38/.&<>',<&-%(</+,$<+(3<
*+-$<81<)$&&<4$/+8&$<'><('.<?'%(?<'8.A<B GT<5$+,&<')3D<E+('%
6% 48% 46%
Several times/ day Every day Others
Skin care
Monthly spending = 276K
46% 14% 40%
Daily 4-6 times/ wk Others
Makeup
Monthly spending = 287K
H#:C0;4#;*,C$02%=#,1IJKLM8
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How Covid-19 change beauty care behavior in Vietnam

  • 1. !"#$ %& '()%($ *+,-$. ,$&$+,/0 1,'2%3$3 45 6&%+ 7)8& 9(/: !"# $"%&'()* +,-./0 10-234 +-50 10,-%&"5 &. 67 89&-:;<29:=.+>:
  • 4. !"#$%&#%'()*#+%#,%-#(./)#0.(1#2#31%&)42#1.54#&.31 0)'%4)# 6%75+89:; <=>?@AB ;50($"%&':10,-%&"5:( ?-3,:@:,-&5:#-9, Nearly 80% take a daily shower. Women tend to wash their hair 2-3 times a week while men wash their hair everyday. 18% 15% 76% 78% 6% 7% Male Female Several times a day Every day Less than 6 times a week Take bath / shower frequency Hair wash frequency 12% 6% 68% 19% 11% 21% 7% 51% 2% 3% Male Female Several times a day Every day 4-6 times a week 2-3 times a week Less than once a week
  • 5. ;50($"%&':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#$%&#%'()*#+%#,%-#3/5*#F.4) 0)'%4)#6%75+89:; <=>A9GB
  • 6. ;50($"%&':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#$%&#%'()*#+%#,%-#D./)#-H#0)'%4)#6%75+89:; <=>A9GB
  • 8. '#/("%0$,-/(;<#,(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
  • 9. '#/("%0$,-/(;<#,(2*#$,30"%4,5 >(?#,:/0&#$,@,.(*/,1A8 There is no much difference between male and female in terms of bathing, with nearly 50% take more shower with the reason of paying more attention on hygiene. 20% 23% 28% 22% 45% 46% 6% 7% 1% 1% Male Female Frequency change Increase a lot Increase slightly No change Decrease slightly Decrease a lot 65% 45% 33% 18% 5% 58% 31% 19% 19% 4% As I go out less To save the cost As I do not sweat / smell badly As I have less issues with body / hair As washing product is out of stock Reasons for decrease Male Female 57% 40% 42% 19% 33% 17% 73% 53% 35% 30% 25% 17% I pay attention to more about hygiene As I have more time As I need to cool myself down As I have new products that I would like to try As I sweat / smell more at home As I have more issues with body / hair Reasons for increase Male Female !"#IE).3)#+)3F450) 1%&#(1)#0)1.75%4#F1.*J)#'%4#(1)#'%EE%&5*J#0)(&))*#0)'%4)8F%75+89:#.*+#F-44)*(#8 K./)#.#0.(1#2#31%&)4 <=>?@AB
  • 10. '#/("%0$,-/(;<#,(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
  • 11. '#/("%0$,-/(;<#,(2*#$,30"%4,5 9(%$,&(:/,1A8 The increase in hair wash is slightly higher among male with the reason of paying more attention on hygiene with 57%. 18% 15% 29% 25% 45% 47% 7% 12% 1% 2% Male Female Frequency change Increase a lot Increase slightly No change Decrease slightly Decrease a lot 62% 53% 36% 27% 7% 67% 24% 29% 31% 5% As I go out less To save the cost As I have less issues with body / hair As I do not sweat / smell badly As washing product is out of stock Reasons for decrease Male Female 57% 40% 40% 32% 20% 17% 75% 54% 39% 31% 20% 32% I pay attention to more about hygiene As I have more time As I need to cool myself down As I sweat / smell more at home As I have more issues with body / hair As I have new products that I would like to try Reasons for increase Male Female !"#IE).3)#F1.*J)#1%&#(1)#0)1.75%4#F1.*J)#'%4#(1)#'%EE%&5*J#0)(&))*#0)'%4)8F%75+89:#.*+#F-44)*(#8 L.31#,%-4#1.54 <=>?@AB
  • 12. '#/("%0$,-/(;<#,(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
  • 13. '#/("%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 !"#$%&#+%)3#,%-4#D./)#-H#'4)M-)*F,#F1.*J)#0)(&))*#*%&#.*+#0)'%4)#6%75+89:; <=>A9GB - 39 - 35 - 55
  • 14. '#/("%0$,-/(;<#,(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 !"#$%&#+%)3#,%-4#3/5*#F.4) '4)M-)*F,#F1.*J)#0)(&))*#*%&#.*+#0)'%4)#6%75+89:; <=>A9GB +28 pts
  • 15. '#/("%0$,-/(;<#,(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 !"#$%&#+%)3#,%-4#3/5*#F.4) '4)M-)*F,#F1.*J)#0)(&))*#*%&#.*+#0)'%4)#6%75+89:; <=>A9GB +18 + 28 + 48
  • 17. User could be broken down into 4 types based their beauty care frequency change E:#$,*+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
  • 18. 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$+,&<')3D<!8+(?<L,% Makeup /skin care both / either increased (the other maintained) 13% 60% 27% Several times/ day Every day Others Skin care before covid Monthly spending = 316K 38% 29% 33% Daily 4-6 times/ wk Others Makeup before covid Monthly spending = 348K
  • 19. B(?#)C,4#-$#(:#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
  • 20. 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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
  •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