Vietnamese women crazy get over Korean skin care products Find more at: http://www.di-onlinesurvey.com/

1. Feb 2015
DI-MARKETING
VIETNAMESE CONSUMERS BEHAVIOR
STUDY TOWARD COSMETIC

2. 1
90% FEMALE CONSUMERS USE SKIN-CARE
What type of beauty products do you know?
High ratio of skincare users, but still medium and low for make-up and base make-up
90%
43%
27%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Skin care
(Cleansers, moiturisers,
toner, scrubs, mask, serum)
Make up
(Lip stick, mascrara,
eyeliner, eye shadows)
Base make up
(Foundation, concealler, BB
cream, CC cream)
I don’t know any type of
products above
N = 1112

3. 2
93%
70%
64%
1%
91%
53%
49%
1%
90%
43%
27%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Skin care
(Cleansers, moiturisers,
toner, scrubs, mask, serum)
Make up (Lip stick,
mascrara, eyeliner, eye
shadows)
Base make up (
foundation, concealler, BB
cream, CC cream)
I don’t know any type of
products above
N = 1112
Know Think important Actually use
What type of beauty products do you know?
What type of beauty products do you think is important?
What type of products do you frequently use ( more than 4 times/ week)?
Big gap between awareness and actual usage of make-up and base make-up
THERE IS STILL A BIG DIFFERENCE BETWEEN AWARENESS AND
ACTUAL USAGE

4. 3
98% CARE ABOUT ORIGIN OF COSMETICS
Do you care about the origin of the skin care and cosmetic products, which countries?
Korea, US and France are the top 3 countries
0%
2%
3%
12%
16%
23%
36%
38%
41%
51%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Others
No
Yes ( China)
Yes ( Australia)
Yes ( Britain)
Yes (Thailand)
Yes ( Japan)
Yes ( Vietnam)
Yes (France)
Yes (USA)
Yes ( Korea)
N = 1112

5. 4
AMONG TOP SKIN-CARE BRANDS: L‘OREAL, OHUI AND THE
FACESHOP ARE THE TOP RECOGNIZED.
In your opinion , which brands below are famous for skin care?
Which brand are you using for skin care ?
However, The Faceshop and L‘oreal have the highest usage ratio
59%
54% 52%
45%
37% 35%
29%
26%
23% 23%
21% 20%
17% 15%
13% 12% 12%
8% 7% 7% 5% 5% 5%
2% 2% 1%
25%
13%
28%
14% 13% 11% 9%
6% 6% 6% 6% 5% 5% 6%
3% 4% 2% 3% 2% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
N = 1112
Aware Using

6. 5
AS FOR MAKE-UP (EYES AND LIPS), CLARINS, VICHY AND
SHISEIDO ARE TOP RECOGNIZED BRANDS
In your opinion , which brands below are famous for make up?
Which brand do you use for make up?
The Faceshop, Clarins have the highest usage/recognition ratio
33%
30%
28%
26%
23% 22% 22%
21%
16%
15%
11% 10% 10% 9% 8% 7%
5% 4% 4% 4% 3% 3% 2% 1% 1% 1% 0%
19%
11%
14%
19%
10%
18%
7%
4% 4%
9%
7%
14%
4% 5%
11%
4%
10%
2% 2% 2% 2% 1% 1% 1% 1% 0%
7%
0%
5%
10%
15%
20%
25%
30%
35%
N = 1112
Aware Using

7. 6
FOR BASE MAKE-UP: THE FACESHOP, L‘OREAL, AND SHISEIDO
ARE THE TOP RECOGNIZED PRODUCTS
In your opinion , which brands below are famous for base make up?
What brand are you using for base make up?
The Faceshop continues to lead the highest usage/recognition ratio
32%
29%
28%
26%
16% 16%
14% 13%
11% 10% 10% 9% 9% 9% 8%
7%
4% 4% 4% 3% 3% 2% 2% 1% 1% 0% 0%
16%
12% 12%
17%
7% 6%
1%
7%
1%
4% 5% 5%
4%
5%
4%
17%
1% 2%
3%
2%
8%
5%
1% 1% 1% 0%
12%
0%
5%
10%
15%
20%
25%
30%
35%
N = 1112
Aware Using

8. 7
FACEBOOK AND WORD OF MOUTH ARE THE TOP BRAND
RECOGNITION CHANNELS
How do you know about those brands?
It’s important for cosmetic brands to use Facebook as a marketing channel
2%
25%
34%
39%
56%
59%
60%
0% 10% 20% 30% 40% 50% 60% 70%
I don’t know any brand
Out of home advertisement (on banners, on billboards)
TVC
Online advertisement ( exclude facebook)
I saw it at stores, both inside and outside department
stores/ shopping malls
Word of mouth
Facebook
N = 1112

9. 8
VIETNAMESE BUY A COSMETICS BASED ON GOOD QUALITY,
TRUSTED BRAND AND AFFORDABLE PRICE
Why do you choose those brands that you are using?
Besides, 25% people believe in recommendation by famous cosmetics experts
1%
14%
17%
17%
18%
25%
25%
41%
43%
61%
65%
0% 10% 20% 30% 40% 50% 60% 70%
Others
Frequent sale promotions and offers
Nice package design
Advice from consultant at selling point
Good customer services
Variety of products
Have good review from famous cosmetics expert
Friends recommendation
Affordable Price
Trusted Brand
Good Quality
N = 1112

10. 9
CELEBRITY, HOT FACEBOOKERS ARE THE TOP INFLUENCERS
AMONG THE COSMETICS EXPERTS
Why do you choose those brands that you are using ?
If you choose “famous cosmetic expert ”, who is the expert that you are preferring to?
Surprisingly, doctors are less chosen by Vietnamese consumers
4%
33%
48%
60%
0% 10% 20% 30% 40% 50% 60% 70%
Others
Doctor
Hot facebooker
Celebrity
N = 281

11. 10
MAJORITY BUY COSMETICS EVERY 2-3 MONTHS
How often do you buy those products ?
Still there is 10% people who buy every month
1%
23%
27%
38%
10%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I don’t use
More than 6 months
Every 4-6 months
Every 2-3 months
Every month
N = 1112

12. 11
BRAND SHOPS ARE THE MOST CHOSEN PLACES OF PURCHASE
Where do you buy your skin care and cosmetic products?
E-commerce becomes the 3rd ranking channel of sales
2%
7%
8%
12%
14%
15%
25%
48%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Others:
Pharmacies (not chain)
Markets
Sellers on facebook
Beauty and pharmacy chain ( Medicare, Guardian)
Spa and beauty salons
Ecommerce Website ( Lazada, Vatgia, C discounts)
Brand shops on the street
Brand shops in Department stores ( Diamond, Parkson,
Vincom, Union Square, etc)
N = 1112

13. 12
MAJORITY VIETNAMESE SPEND FROM $10 ~ $25 FOR COSMETICS
How much do you spend for skin care in total per 3 months?
How much do you spend for make up in total per 3 months?
How much do you spend for base make up in total per 3 months?
In the high segment (>$25) more people spend on skin care than make-up
7%
19%
35%
27%
12%
13%
20%
37%
22%
9%
20%
23%
34%
16%
7%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Below $5
From $5 to $10
Over $ 10 to $25
Over 25 to $50
Over $50
N = 1112
Base make-up
Make-up
Skin care

14. 13
77% PEOPLE BUY COSMETICS FOR THEIR RELATIVES
Have you ever bought any skin care and cosmetic products as gifts for others, and who are they?
Majority buy for family and friends, though a few buy for colleague
23%
9%
10%
15%
21%
37%
43%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
No
Yes (my clients)
Yes (my boss)
Yes (colleagues inside my company, exclusing boss)
Yes (boyfriend or girl friend)
Yes (my friends)
Yes (my family: grandma, mom, sisters, aunts)
N = 1112

15. 14
MOST PEOPLE BUY SKIN-CARE PRODUCTS AS A GIFTS
Have you ever bought any skin care and cosmetic products as gifts for others, and who are they?
If yes, what type of products would you choose?
67%
54%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Skin care ( Cleansers, moiturisers,
toner, scrubs, mask, serum)
Make up ( lip stick, mascrara,
eyeliner, eye shadows)
Base make up ( foundation,
concealler, BB cream, CC cream, face
powder)
N = 854

16. 15
THE FACESHOP IS THE TOP BRAND CHOICE FOR GIFTS
The gap between The Faceshop and other brands are sizeable
41%
25%
23%
18%18%18%
16%16%
14%13%13%
7% 7%
4%
3% 3% 2% 2% 2% 1% 0% 0% 0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
N = 568
Have you ever bought any skin care and cosmetic products as gifts for others, and who are they?
If yes, what type of products would you choose?
Which brands would do you choose?

17. 16
GOOD QUALITY, BRAND AND PRICE ARE TOP CRITERIA WHEN
BUYING COSMETICS AS GIFTS
Why do you choose those brands that you are using ?
Why do you choose those brand ?
Not so much difference between purchase criteria between those who buy cosmetics for
themselves and those who buy as gifts for others
0%
15%
16%
26%
33%
34%
46%
59%
64%
0% 10% 20% 30% 40% 50% 60% 70%
They are using that brand
Frequent sale promotions and offers
Advice from consultant at selling
point
Nice package design
Variety of products
Friends recommendation
Affordable Price
Trusted Brand
Good Quality
N = 854
1%
14%
17%
17%
18%
25%
25%
41%
43%
61%
65%
0% 10% 20% 30% 40% 50% 60% 70%
Others
Frequent sale promotions and offers
Nice package design
Advice from consultant at selling…
Good customer services
Variety of products
Have good review from famous…
Friends recommendation
Affordable Price
Trusted Brand
Good Quality
N = 1112

18. 17
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.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

19. 18
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

20. 19