Makeup Usage Trends and Online Shopping Habits for Cosmetics in Vietnam, Study Guides, Projects, Research of Communication

Download Makeup Usage Trends and Online Shopping Habits for Cosmetics in Vietnam and more Study Guides, Projects, Research Communication in PDF only on Docsity!

Q&Me is online market research provided by Asia Plus Inc.

Vietnam cosmetics market 2019

Overview

Cosmetic and beauty care products have

penetrated more deeply into Vietnamese society

when the incomes rise. This lucrative market is

expected to register double-digit growth in the

near future.

To keep track of the habits and behaviors of

Vietnamese cosmetics users, the annual survey

about the Vietnam cosmetics market was run by

Asia Plus in Jan 2019 , succeeded the two

surveys of the same topic from Jan 2018 and

Oct 2016.

The research was conducted to almost 500

females, from 16 to 39 years old nationwide.

Hightlight – Makeup products usage

Makeup frequency

Barriers for not wearing makeup

Makeup lovers Occasions to wear makeup

Popular makeup items Monthly spending on makeup

• 23 - 39 y/o;
• +20M VND income 30% 2%^ 21% 33% 14% Everyday Once/week or more often Less than once/week Only when I have something special I do not wear makeup Half wear makeup at least once/week.

1. Party 2. Hangout
2. Dating (^) 4. School/work

Own Use most

No.

No.

No.

Lipstick Lipstick Foundation Eyebrow products Blush Foundation

Don’t know how to (32%)

Lazy (27%)

Skin sensitivity (24%)

Don’t know which products (17%)

Product quality concern (14%)

24% 38% 23% 8% 7% 100,000 or below 100,001-300, 300,001-500, 500,001-700,

700, 300, VND The average monthly spending on makeup products are 300,000 VND.

Highlight – Makeup usage trends

Makeup frequency

Monthly spending on makeup products

29% 26% 4% 25% 16%

Jan 2018

30% 21% 2% 33% 14%

Jan 2019

Everyday Once/week or more often Less than once/week Special occasions only I don't wear makeup 28% 23% 2% 23% 24%

Oct 2016

Daily makeup wearers have been increasing and non-makeup users decreasing over the years.

11% 63% 17% 5% 4%

Jan 2018

24% 38% 23% 8% 7%

Jan 2019

100,000 or below 100,001-300, 300,001-500, 500,001-700,

700, 14% 56% 18% 6%6%

Oct 2016

VND

VND

VND

People are spending more on makeup products over the years.

Highlight – Skincare and makeup purchase

Popular cosmetics brands Popular shopping places

Important purchase factors

Cosmetic shops (45%)

Supermarket (45%)

Brand stores (41%)

Online websites (34%)

Department store (34%)

Sources of information about cosmetic products

Country of origin (46%)

Not skin damaging (43%)

Price (42%)

Ingredients (39%)

Effect (38%)

63% 49% 37% (^) 35% 24% 23% (^) 22% (^) 19% 18% 12%

11% 35%^ 39% 14% Weekly Monthly Once/2-6 months Less often Hightlight – Online shopping for cosmetics

Online shopping usage

57% of cosmetics users have shopped for cosmetics online.

Reasons for online shopping Reasons not shopping online

Frequency of online shopping Most frequent online shoppers Makeup items bought online

57% 84% 43% 16% Online shopping Online shopping in last 6mo Yes No

Convenience (44%)

Better choice of products (43%)

Good price (40%)

No time to buy in stores (33%)

Good promotions (29%)

Quality concern (63%)

Fear of fake products (54%)

Bad/ untrustful information (37%)

Can’t see true product colors (32%)

Prefer to try products at stores (32%)

Among those who shop online for cosmetics, 39% shop online monthly.

• 23 - 29 y/o;
• +20M VND income
  1. Lipstick 2. Mascara 3. Lip gloss
     4. Eyebrow products 5. Foundation

Makeup products usage

Makeup frequency

Half wear makeup at least once per week. A third wear makeup on a daily basis. 23-39,

wear makeup most often. Higher incomers wear makeup more often.

20% 33% 36%^ 28% 32% (^) 30% 24% 28% 42% 14% 23% 26% 23% 18%^ 22% 17% 22% 27% 2% 2% 3% 3% (^) 3% 1% 1% 3% 3% 41% 27% 31% 35% (^) 32% 32% 39% 34% 21% 22% 14% 6% (^) 11% 15% 15% (^) 18% 13%^ 7% 16-22 23-29 30-39 HCM Hanoi Others <= 10M 10 - 20M > 20M

Makeup frequency by demographics

Everyday Once/week or more often Less than once/week Special ocassions only I do not wear makeup Q. How often do you wear make up? (N=480)

Makeup frequency

Everyday 4-6 times a week 2-3 times a week Once per week Less than once/week Only when I have something special I do not wear makeup

View of makeup non-users

‘Don’t know how to do make up’, ‘Lazy to put on makeup’ and ‘Skin sensitivity’ are the top

reasons that prevent Vietnamese females from wearing makeup.

86% 14%

Makeup

product usage

I don't wear makeup I do wear makeup Q. Why don't you wear makeup? (N=66) 32% 27% 24% 17% 14% 11% (^) 9% 8% (^) 6% 6% 5% Don’t know how to do makeup Lazy to put on makeup Sensitive skin Don't know which products to use Makeup product quality concern Don't want to spend money on makeup products Makeup damages my skin I look good without makeup Don't have enough time for make up I don't like the feeling of having makeup on my skin Others

Reasons for not wearing makeup

Makeup occasions 87% 61% 52% (^) 51% 43% (^) 41% 21% 3% (^) 1%

People wear makeup most often for ‘Party’, ‘Hang out

with friends’ and ‘Dating’.

Q. Please choose all the occasions that you usually make up (N=414)

94% 59% 59% (^) 58% 56% (^) 54% 54% 51% 51% (^) 49% 46% (^) 43% 43% 20% (^) 19% 16% 16% 91% 61% 57% 58%^ 57%^ 55% 54%^ 49% 55% 48% 54% (^) 53% 20% Own Jan-19 Own Jan- Changes in popularity of makeup items

Biggest changes are seen in BB/CC/DD cream (-10%), eyeliner (-8%) and lip gloss (-4%).

Q. Plesae choose all the makeup items that you have.

Popular makeup items by age

Except lipsticks widely used by all, 30-39 year-olds generally use more makeup items.

Concealer, cushion foundation are used popularly by 23-29 year-olds.

Q. Plesae choose all the makeup items that you have/ Among those, which products do you use often? (N=414) 95% 54% 54%^ 55% 55% 43% (^) 42% 44% 38% 49% 48% 41% 36% 10% 19% 15% (^) 14% 2% 94% 59% 53% 59% 52% 52%^ 50% 58% 52% 45% 46% (^) 46% 41% 21% 24% 21% (^) 19% 1% 93% 64% 68% 60% 59% 64% 67% 50% 60% 52% 44% (^) 43% 50% 25% 14% (^) 12% 14% 1% 16-22 23-29 30-

Time to put on makeup

Time spent to put on makeup increases slightly when compared to 2018. The common

length to put on makeup in 2019 falls between 6-20 minutes.

Q. How long does it take for your make up on average?

Makeup time

Jan- 19

Makeup time

Jan- 18

1-5 minutes 6-10 minutes 11-15 minutes 16-20 minutes 21-25 minutes 26-30 minutes 31-40 minutes More than 40 minute

Makeup time

Oct- 16

Monthly makeup spending

Oct- 16

Monthly makeup spending

Jan- 18

Under 50,000 VND 50,000 VND - 100,000 VND 101,000 VND - 200,000 VND 200,001 VND - 300,000 VND 300,001 VND - 500,000 VND 500,001 VND - 700,000 VND 700,001 VND - 1,000,000 VND More than 1,000,000 VND

Monthly makeup spending

Jan- 19

Monthly spending on makeup products

The average monthly spending in 2019 is 300,000 VND, increasing from 277,000 VND in

Q. How much do you spend on cosmetics on average a month?

VND

VND

VND