This document summarizes the results of an online survey conducted in Vietnam about cosmetics usage. The survey polled 360 Vietnamese women ages 20-44. Key findings include: - Nearly 30% of respondents wear makeup everyday, while 23% only wear it for special occasions. - Older respondents over 30 tend to wear makeup more frequently than younger women. - Lipstick is the most commonly owned and regularly used makeup item. - Friends and Facebook are the top information sources for learning about cosmetics. - Maybelline and Ohui are considered the best makeup brands by respondents.

1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Survey about cosmetics in Vietnam

2. Makeup frequency (by income)
Q: How often do you makeup? SA
28%
7%
14%
2% 2%
23%
25%
32%
6%
13%
1%
4%
27%
18%
25%
8%
14%
3%
1%
20%
30%
0%
5%
10%
15%
20%
25%
30%
35%
Every day 4-6 times/week 2-3 times/week Once/week Less than once/week Only when I have
something special
I do not make up
All Up to 7,5 million Above 7.5 million
Nearly 30% of the respondents make up everyday while 23% makes up only for special
occasions. Besides there are 25% that do not make up at all.

3. Makeup frequency (by age)
Q: How often do you makeup? SA
28%
7%
14%
2% 2%
23%
25%
19%
6%
13%
3%
2%
23%
34%
36%
7%
15%
1%
3%
23%
16%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Every day 4-6 times/week 2-3 times/week Once/week Less than once/week Only when I have
something special
I do not make up
All 20-29 30-44
The older respondents (more than 30 years old) tend to make up more frequently.

4. Makeup occasions (by income)
Q: Please choose all the occasions that you usually make up? MA
72%
56%
38%
29%
24%
15%
64%
51%
31%
21%
17%
10%
79%
63%
54%
38%
21%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Party Office/School Dating Hang out with male
friends
Hang out with female
friends
Family gathering
All Up to 7,5 million Above 7,5 million
More than half make up for party and office/school.
Those who earn more than 7,5 million income per month make up more in these
occasions.

5. Makeup occasions (by age)
Q: Please choose all the occasions that you usually make up? MA
72%
56%
38%
29%
24%
15%
76%
49% 49%
32%
24%
12%
70%
62%
29%
26% 24%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Party Office/School Dating Hang out with male
friends
Hang out with female
friends
Family gathering
All 20-29 30-44
Respondents from 20 to 29 years old make up for dating more than older ones. For office/
school it’s vice versa.

6. Makeup items ownership
89%
63% 62% 61% 59% 58%
55%
51% 51% 48%
45%
42%
16%
79%
29%
32% 32%
29% 30%
25%
31%
27%
23%
15%
20%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lipstick Foundation Blusher Make up
base
Face
powder
Eyebrows Mascara BB cream Gloss Eye liner Eye
shadow
Concealer False
eyelashes
Own Use regularly
Q: Please choose all the makeup items that you have? Q: Items you use regularly? MA
Nearly 90% have and 80% use lipstick regularly, only 16% have false eyelashes and they
even hardly use it

7. Makeup duration (by income)
17%
34%
24%
13%
4%
7%
1% 1%
17%
41%
20%
12%
3%
6%
1% 1%
16%
29%
26%
15%
4%
8%
1% 1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1-5 minutes 6-10 minutes 11-15 minutes 16-20 minutes 21-25 minutes 26-30 minutes 31-40 minutes More than 40
minutes
All Up to 7,5 million Above 7,5 million
Q: How long does it take for your makeup on average? SA
6-10 minutes is the most common makeup time, almost nobody make up for more than 30
minutes
High income females make up longer than other

8. Makeup duration (by age)
Q: How long does it take for your makeup on average? SA
There is no big difference in makeup duration between ages
17%
34%
24%
13%
4%
7%
1% 1%
14%
34%
26%
13%
4%
8%
1% 1%
19%
34%
22%
14%
3%
7%
1% 1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1-5 minutes 6-10 minutes 11-15 minutes 16-20 minutes 21-25 minutes 26-30 minutes 31-40 minutes More than 40
minutes
All 20-29 30-44

9. Makeup items spending (by income)
Q: How much do you spend on makeup items per month? SA
3%
11%
30%
26%
18%
6%
4%
2%
4%
13%
32%
25%
15%
6%
3%
1%1%
10%
29%
28%
20%
6% 5%
3%
0%
5%
10%
15%
20%
25%
30%
35%
Under 50,000 VND 50,001 - 100,000
VND
100,001 - 200,000
VND
200,001 - 300,000
VND
300,001 - 500,000
VND
500,000 - 700,000
VND
700,001 -
1,000,000 VND
More than
1,000,000 VND
All Up to 7,5 million Above 7,5 million
44% spends on cosmetics less than 200,000 VND monthly. Those with lower income
spend less

10. Makeup items spending (by age)
Q: How much do you spend on makeup items per month? SA
80% of under 29-year-old females spend less than 300,000 VND per month, while nearly
40% females who are over 30 years old spend more than that
3%
11%
30%
26%
18%
6%
4%
2%
6%
14%
36%
24%
12%
3%
4%
1%0%
8%
26%
29%
23%
8%
4%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Under 50,000
VND
50,001 - 100,000
VND
100,001 - 200,000
VND
200,001 - 300,000
VND
300,001 - 500,000
VND
500,000 - 700,000
VND
700,001 -
1,000,000 VND
More than
1,000,000 VND
All 20-29 30-44

11. Purchase places
Q: Where do you buy makeup items? MA Q: Where do you buy makeup items the most? SA
38% 37%
25%
22%
19%
17%
14% 14%
12% 11%
9%
7%
18%
22%
11% 12%
8%
6% 5% 4% 5% 5% 4% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Place to buy Place to buy the most
Respondents buy makeup items mostly at department store and super market

12. Online purchase
Q: Have you bought makeup online in the past 6 months? SA
54%
66%
45% 48%
60%
46%
34%
55% 52%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All 20-29 30-44 Up to 7,5 million Above 7,5 million
Yes No
Half of respondents bought makeup items recently, this figure is higher among young
females (under 29 years old) and females with high income (more than 7,5 million/month)

13. Important factors
Q: Please choose 3 factors that are important when you purchase makeup items? MA
74%
52% 50%
35%
23%
19% 17%
10%
6% 5% 3% 2% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Country of origin is the most important factor for making purchase decision, follow by price
and brand

14. Information source
Q: Where do you get information about makeup? MA
56%
43%
33%
28%
24% 24%
22%
18%
16%
4% 3%
0%
10%
20%
30%
40%
50%
60%
Friends Facebook Website Shop staff Web
community
Youtube Magazine TVCF Newspaper Parents Instagram
Friends and Facebook are the most important information sources.

15. Online information source
Q: Please choose the online sites that you use to update information about cosmetics? MA
42% 41%
39%
23%
18% 18%
16%
12% 12%
3%
2%
4% 5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Respondents usually update information about makeup on Eva.vn, Phunutoday and brand
website.

16. Youtube preference
Q: Do you watch Youtube to get makeup information? SA
18%
12%
23%
63%
65%
62%
19%
24%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All 20-29 30-44
No I watch it irregularly when I have time I watch it regularly
More than 80% respondents watch Youtube, 20-29-year-old respondents watch more
frequently.

17. Q: Who are the Youtubers that you refer to for makeup information? FA
Youtubers preference
1
Michelle Phan
(8,741,397 subscribers)
Bethany Mota
(10,282,474 subscribers)
Quỳnh Anh Shyn
(211,137 subscribers)
Nam Trung Pony
(1,787,621 subscribers)
Changmakeup
(347,996 subscribers)
Michelle Phan is the most popular makeup artist on Youtube among Vietnamese
2 3
4 5 6

18. Makeup brand preference
Q: Which name comes up when you hear “best makeup brand”, “luxurious makeup brand”,
“makeup brand for you”? FA
3%
3%
4%
5%
7%
9%
9%
10%
10%
10%
14%
15%
0% 5% 10% 15% 20% 25%
Vichy
Oriflame
Olay
Shiseido
Pond's
Lancome
TheFaceShop
L'oreal
MAC
Essance:
Maybelline
Ohui
Best makeup brand
Ohui is the best and also the most luxurious makeup brand by respondents. It shows the link
between price and quality in Vietnamese mindset. However, when it comes to “brand for me”,
respondents prefer Maybelline and Pond’s, less expensive brands.
4%
4%
4%
5%
6%
7%
8%
9%
11%
13%
15%
16%
0% 5% 10% 15% 20% 25%
Dior
Essance
Pond's
Olay
TheFaceShop
Chanel
Shiseido
MAC
L'oreal
Lancome
Maybelline
Ohui
Luxurious makeup brand
3%
4%
5%
5%
5%
6%
7%
9%
10%
11%
15%
20%
0% 5% 10% 15% 20% 25%
Innisfree
Olay
Oriflame
Lancome
Shiseido
MAC
L'oreal
Ohui
Essance
TheFaceShop
Pond's
Maybelline
Makeup brand for me

19. Makeup items in bag
Q: Which ones do you usually bring in your bag? MA
88%
31% 29%
21% 21% 20% 20% 19% 19%
15% 16%
6%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lipstick Gloss Face
powder
Foundation Eyebrows Make up
base
Mascara BB cream Blusher Concealer Eye liner Eye
shadow
False
eyelashes
Nearly 90% bring lipstick in their bag

20. Survey information
• Survey about makeup among Vietnamese females. Nationwide
• Sample size: 360 (those who has the custom of making up)
• Respondent criteria:
• Female
• Age: 20 – 44 years old
• Conducted time: September, 2016

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23. Respondent profiles
Our strength is 16-39 years old and urban areas. This is where most biz customers
would like to research
17%
8% 8% 8% 8% 8% 7% 7% 7%
22%
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
<9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50-
Stats Q&Me
Active users by age Urban user ratio (top 6 provinces)
22%
51%
78%
49%
Stats Q&Me
Top 6 provinces Others

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