45% women trust cosmetics is the most effective skin care method

1. STUDY ABOUT SKIN CARE METHODS IN
VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Mar, 2017

2. 1
SURVEY DESIGN
 This survey was conducted to study about Skin care methods in Vietnam
 Methodology: Online survey
 Fieldwork time: 5 days (20/02/2017 – 24/02/2017)
 Sample size: N = 327
 Geography: Nationwide

3. 2
RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
 Age : Above 20
 Gender : Female

4. 3
KEY FINDINGS
1) Skin care methods
• Among parts of body, Skin care is the most important (86%), following is hair (54%), general body (50%)
• Cosmetics, Fresh food, Natural method are top three popular skin-care methods
• 45% consider Cosmetics is the most effective method
a. Natural
• Drink a lot water and Wash face regularly by natural ingredients are the best way to care for skin (85%)
• Long term effect (63%), Easy to do (61%), Trust in natural method (61%) are top three reasons for using natural method
• Slow effect is the most unsatisfied factor (85%)
b. Cosmetics
• Cleanser (93%), Lotion (75%), Nourishing mask (63%) are the most popular cosmetic products
• Convenient (69%), Diversity (61%), High effective (55%) are top three reasons for using cosmetics
• High cost and Skin irritation are top 2 unsatisfied factors
c. Fresh foods
• Fruit (93%), Root and bean (78%), Vegetables (77%) are top 3 fresh food considered good for skin
• 97% believe that fresh food provide vitamin
• Inside effect (85%), Delicious (80%), Lasting effect (71%) are top three reasons for using fresh foods
• 81% are fear of food that contains toxic substances
d. Functional food/ medicines
• Inside effect is the most important reason for using functional food/ medicine
• Vitamin & Nutrients (78%) is the most popular skin-care functional food/ medicine
• Top 2 References before buying Vitamin E are Doctor (65%) and Friend/ family member (50%)
2) Vitamin E medicine potential
• Vitamin E is the best supplement to help skin beauty (77%)
• Not as good as vitamin E in fresh food (48%),The composition is not natural (42%) are top 2 reasons for not choosing vitamin E
medicine
• 74% are willing to buy vitamin E medicine if there is a brand solving unsatisfied factors

5. 4
N = 327
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
9%
22%
31%
38%
Over 35
30-35
26-30
20-25
100%
0%
Female
Male
4%
3%
3%
4%
5%
11%
14%
56%
Other
Job seeker/ Retired
Housewife
Self-employed
Worker
Student
Engineer/ Doctor/ Teacher
Officer
12%
2%
3%
3%
34%
46%
Other
Can Tho
Da Nang
Hai Phong
Hanoi
Ho Chi Minh

6. 5
1) Skin care methods
a. Natural
b. Cosmetics
c. Fresh foods
d. Functional food/ medicines
2) Vitamin E medicine potential
CONTENT

7. 6
23%
38%
38%
40%
50%
54%
86%
0% 50% 100%
Nose
Lips
Hand or leg nails
Eyes
General body
Hair
Skin (facial, body)
Total
23%
38%
33%
42%
50%
60%
89%
0% 50% 100%
20-25
24%
48%
42%
47%
54%
58%
88%
0% 50% 100%
26-30
17%
20%
30%
25%
46%
34%
76%
0% 50% 100%
30-35
36%
43%
68%
39%
46%
64%
93%
0% 50% 100%
Over 35
Which parts of your body do you spend a lot of time to take care of?
(Comparison by Age Group)
N = 327 N = 125 N = 103 N = 71 N =28*
*Small simple size
AMONG PARTS OF BODY, SKIN CARE IS THE MOST IMPORTANT (86%),
FOLLOWING IS HAIR (54%), GENERAL BODY (50%)
Over 35 group cares hand and leg nails more than others

8. 7
Which forms/ methods do you use the most often to take care of your skin?
(Comparison by Age Group)
1%
18%
37%
61%
76%
81%
0% 50% 100%
No use any method
Use medicine
Use functional foods
Natural (daily face
wash with water, rice
germ, ...)
Use fresh foods that
are good for your skin
(vegetables, fruits, ...)
Use cosmetics
(cleanser, lotion, ...)
Total
2%
14%
29%
57%
73%
83%
0% 50% 100%
20-25
0%
20%
44%
67%
82%
85%
0% 50% 100%
26-30
3%
20%
41%
56%
70%
70%
0% 50% 100%
30-35
0%
29%
39%
75%
82%
79%
0% 50% 100%
Over 35
N = 327 N = 125 N = 103 N = 71 N =28*
*Small simple size
COSMETICS, FRESH FOOD, NATURAL METHOD ARE TOP THREE POPULAR
SKIN-CARE METHODS

9. 8
Which form/ method of skin care is the most effective for you?
(Comparison by Age Group)
N = 323** N = 125 N = 103 N = 71 N =28*
*Small simple size
**Exclude users who chose “No use any method” in Question: “Which forms/ methods do you use the most often to take care of your skin?”
45% CONSIDER COSMETICS IS THE MOST EFFECTIVE METHOD
20% female in 30-35 group trust functional food/medicine is the most effective skin-care method
13% 14% 11% 12%
18%
45%
50%
43% 43%
39%
31%
29%
37%
25%
32%
11%
7% 10%
20%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 20-25 26-30 30-35 Over 35
Use functional foods/
medicines
Use fresh foods that are
good for your skin
(vegetables, fruits, ...)
Use cosmetics
(cleanser, lotion, ...)
Natural (daily face wash
with water, rice germ, ...)

10. 9
1) Skin care methods
a. Natural
b. Cosmetics
c. Fresh foods
d. Functional food/ medicines
2) Vitamin E medicine potential
CONTENT

11. 10
Which natural skin care methods do you use the most often?
2%
41%
51%
61%
71%
85%
85%
0% 20% 40% 60% 80% 100%
Other
Exercise regularly
Face mask / natural mask
Sleep early, get enough sleep
Cover face when going out
Wash your face regularly (with clean water, rice germ, ...)
Drink a lot of water
N = 41
DRINK A LOT WATER AND WASH FACE REGULARLY BY NATURAL INGREDIENTS
ARE THE BEST WAY TO CARE FOR SKIN (85%)
NATURAL USERS*
* Who chose “Natural” as their most effective method for skin care
Total

12. 11
Why natural skin care is the most effective method for you?
34%
56%
61%
61%
63%
0% 20% 40% 60% 80% 100%
Skin sensitive, can only use natural skin care method
Cost savings
Trust in natural methods
Easy to do
Long term effect, no side effect
N = 41
LONG TERM EFFECT (63%), EASY TO DO (61%), TRUST IN NATURAL METHOD
(61%) ARE TOP THREE REASONS FOR USING NATURAL METHOD
Total
NATURAL USERS*
* Who chose “Natural” as their most effective method for skin care

13. 12
7%
17%
22%
83%
0% 20% 40% 60% 80% 100%
I am completely satisfied
Low effective
Inconvenient (prepare natural mask, face-washing rice germ, etc.)
Slow performance, need to be persistent
What are you not satisfied with the natural skin care method?
N = 41
SLOW EFFECT IS THE MOST UNSATISFIED FACTOR (83%)
Total
NATURAL USERS*
* Who chose “Natural” as their most effective method for skin care

14. 13
1) Skin care methods
a. Natural
b. Cosmetics
c. Fresh foods
d. Functional food/ medicines
2) Vitamin E medicine potential
CONTENT

15. 14
What cosmetics do you usually use to care for the skin?
36%
55%
55%
62%
63%
75%
93%
0% 20% 40% 60% 80% 100%
Micellar cleansing water
Sunscreen
Skin scrub
Rose water / Serum
Nourishing mask
Lotion
Cleanser
N = 146
CLEANSER (93%), LOTION (75%), NOURISHING MASK (63%) ARE THE MOST
POPULAR COSMETIC PRODUCTS
COSMETIC USERS*
* Who chose “Cosmetic” as their most effective method for skin care
Total

16. 15
38%
49%
55%
61%
69%
0% 20% 40% 60% 80% 100%
My skin suits using cosmetics
My skin absorbs well nutrients in cosmetics
Highly effective
The product is diverse, suitable for each type of skin
Convenient, does not take much preparation time
Why using cosmetics is the best method of skin care for you?
N = 146
CONVENIENT (69%), DIVERSITY (61%), HIGH EFFECTIVE (55%) ARE TOP THREE
REASONS FOR USING COSMETICS
COSMETIC USERS*
* Who chose “Cosmetic” as their most effective method for skin care
Total

17. 16
10%
12%
46%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I am completely satisfied
Low effective
Easily susceptible, skin irritation
Cost a lot
What are you not satisfied with the cosmetic skin care method?
N = 146
HIGH COST AND SKIN IRRITATION ARE TOP 2 UNSATISFIED FACTORS
COSMETIC USERS*
* Who chose “Cosmetic” as their most effective method for skin care
Total

18. 17
1) Skin care methods
a. Natural
b. Cosmetics
c. Fresh foods
d. Functional food/ medicines
2) Vitamin E medicine potential
CONTENT

19. 18
18%
31%
31%
36%
64%
77%
78%
93%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Meat (pork, beef, chicken, duck)
Mushroom
Seaweed
Fish
Green tea
Vegetables
Roots and beans
Fruit, fruit juice
What foods do you usually use for skin care?
N = 100
FRUIT (93%), ROOT AND BEAN (78%), VEGETABLES (77%) ARE TOP 3 FRESH
FOOD CONSIDERED GOOD FOR SKIN
FRESH FOOD USERS*
* Who chose “Fresh food” as their most effective method for skin care
Total

20. 19
What do those foods provide for you to support your skin care?
1%
43%
51%
63%
67%
73%
97%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Energy
Protein
Fiber
Mineral
Water
Vitamin
N = 100
97% BELIEVE THAT FRESH FOOD PROVIDE VITAMIN
FRESH FOOD USERS*
* Who chose “Fresh food” as their most effective method for skin care
Total

21. 20
Why using fresh food is the best method of skin care for you?
58%
71%
80%
85%
0% 20% 40% 60% 80% 100%
My body absorbs well nutrients in fresh foods
Lasting effect
Delicious and beautiful skin
Skin care from the inside is more effective than skin care from the
outside
N = 100
INSIDE EFFECT (85%), DELICIOUS (80%), LASTING EFFECT (71%) ARE TOP
THREE REASONS FOR USING FRESH FOODS
FRESH FOOD USERS*
* Who chose “Fresh food” as their most effective method for skin care
Total

22. 21
2%
29%
50%
56%
81%
0% 20% 40% 60% 80% 100%
I am completely satisfied
Cost a lot
Inconvenience when carrying
Take time to prepare, cook
Fear of food that contains toxic substances (preservatives,
growth substances)
What are you not satisfied with using fresh food skin care method?
N = 100
81% ARE FEAR OF FOOD THAT CONTAINS TOXIC SUBSTANCES
FRESH FOOD USERS*
* Who chose “Fresh food” as their most effective method for skin care
Total

23. 22
1) Skin care methods
a. Natural
b. Cosmetics
c. Fresh foods
d. Functional food/ medicines
2) Vitamin E medicine potential
CONTENT

24. 23
39%
42%
44%
50%
53%
53%
58%
0% 20% 40% 60% 80% 100%
Convenient, easy to use
Lasting effect
Specifically, only provide missing nutrients to the body
More nutrient levels than in fresh foods
Hygiene, safety, no toxic substances (preservatives,
pesticides) as in fresh food
My skin absorbs well the nutrients found in functional foods,
drugs
Skin care from the inside is more effective than skin care from
the outside
Why using functional food, medicine is the best method of skin care for you?
N = 36
INSIDE EFFECT IS THE MOST IMPORTANT REASON FOR USING FUNCTIONAL
FOOD/ MEDICINE
FUNCTIONAL FOOD/ MEDICINE USERS*
* Who chose “Functional food/ medicine” as their most effective method for skin care
Total

25. 24
6%
6%
11%
78%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Royal Jelly
Seaweed
Collagen
Vitamins & nutrients
What functional food, medicine do you use the most often to take care of your skin?
N = 36
VITAMIN & NUTRIENTS (78%) IS THE MOST POPULAR SKIN-CARE FUNCTIONAL
FOOD/ MEDICINE
FUNCTIONAL FOOD/ MEDICINE USERS*
* Who chose “Functional food/ medicine” as their most effective method for skin care
N = 28
Total

26. 25
4%
4%
93%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Vitamin C
Multi-vitamins
Vitamin E
What is the most popular vitamin for skin rejuvenation?
N = 28**
IN WHICH VITAMINS&NUTRIENTS, VITAMIN E IS THE MOST POPULAR
FUNCTIONAL FOOD/ MEDICINE USERS*
* Who chose “Functional food/ medicine” as their most effective method for skin care
** Who chose Vitamin & nutrients in Q “What functional food, medicine do you use the most often to take care of your skin?”
N = 26
Total

27. 26
4%
4%
4%
4%
4%
15%
15%
15%
19%
19%
19%
27%
38%
42%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Carrot
Beansprout
I do not know
Green mustard
Barley seeds
Spinach
Sunflower seed
Coconut oil
Almond
Apple, orange, lemon
Radish
Olive oil
Salmon
Soybean
Total Vitamin E
According to you, in what kind of foods, Vitamin E tend to have a lot?
N = 26**
42% BELIEVE THAT SOYBEAN CONTAIN A LOT OF VITAMIN E
FUNCTIONAL FOOD/ MEDICINE USERS*
* Who chose “Functional food/ medicine” as their most effective method for skin care
** Who chose Vitamin E in Q “What is the most popular vitamin for skin rejuvenation?”

28. 27
4%
8%
8%
15%
15%
15%
19%
19%
27%
23%
31%
27%
46%
54%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Website, forum (not from Facebook)
Facebook
Banners, outdoor tables
Youtube
Channels review / comment on the products of the Vlogger
Try the sample at the supermarket
Television
Magazine
See branding at many points of sale, in the mall or outdoor
Pharmacists at pharmacies
Marketing staff at the point of sale
Doctor
Friend / family member introduced
Total Vitamin E
From which sources do you know about Vitamin E?
54% KNOW ABOUT VITAMIN E FROM THEIR FRIENDS/ FAMILY MEMBER AND
46% FROM DOCTOR
FUNCTIONAL FOOD/ MEDICINE USERS*
N = 26**
* Who chose “Functional food/ medicine” as their most effective method for skin care
** Who chose Vitamin E in Q “What is the most popular vitamin for skin rejuvenation?”

29. 28
12%
12%
23%
23%
23%
27%
38%
38%
50%
65%
0% 20% 40% 60% 80% 100%
Facebook
Youtube
Website, forum (not from Facebook)
Television
Marketing staff at the point of sale
Channels review / comment on the products of the
Vlogger
Magazine
Pharmacists at pharmacies
Friend / family member introduced
Doctor
Total Vitamin E
From which channels do you search for, study about Vitamin E before buying?
TOP 2 REFERENCES BEFORE BUYING VITAMIN E ARE DOCTOR (65%) AND
FRIEND/ FAMILY MEMBER (50%)
FUNCTIONAL FOOD/ MEDICINE USERS*
N = 26**
* Who chose “Functional food/ medicine” as their most effective method for skin care
** Who chose Vitamin E in Q “What is the most popular vitamin for skin rejuvenation?”

30. 29
Which channel do you trust the most to make a purchase decision?
50% CONSIDER DOCTOR IS THE MOST TRUSTED CHANNEL
FUNCTIONAL FOOD/ MEDICINE USERS*
4%
4%
4%
12%
27%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Website, forum (not from Facebook)
Magazine
Channels review / comment on the products of the
Vlogger
Pharmacists at pharmacies
Friend / family member introduced
Doctor
Total Vitamin E
N = 26**
* Who chose “Functional food/ medicine” as their most effective method for skin care
** Who chose Vitamin E in Q “What is the most popular vitamin for skin rejuvenation?”

31. 30
1) Skin care methods
a. Natural
b. Cosmetics
c. Fresh foods
d. Functional food/ medicines
2) Vitamin E medicine potential
CONTENT

32. 31
In your opinion, what is the role of the following vitamins?(Choose one for each vitamin)
N = 323**
GENERALLY, ALMOST ARE WELL AWARE OF VITAMIN E AND VITAMIN A
FUNCTION WHILE A BIT CONFUSED ABOUT VITAMIN B AND D
**Exclude users who chose “No use any method” in Question: “Which forms/ methods do you use the most often to take care of your skin?”
N = 323** N = 323** N = 323**
3%
0%
0%
1%
1%
2%
2%
2%
3%
4%
4%
77%
0% 50% 100%
I do not know
Use as a night cream
Recover sunburned skin
White skin
Anti white hair
Soften and smothen the skin
Blurring scars and wrinkles
Nail care
Nourish and soften the lips
Moisturizes the skin
Use as a white serum
Eye care
Vitamin A
13%
1%
2%
3%
4%
7%
8%
10%
11%
12%
13%
16%
0% 50% 100%
Vitamin B
9%
1%
2%
3%
3%
4%
5%
9%
10%
10%
11%
34%
0% 50% 100%
Vitamin D
3%
1%
2%
2%
4%
4%
5%
11%
11%
12%
12%
32%
0% 50% 100%
Vitamin E

33. 32
According to you, which vitamin supplement to help skin beauty best?
N = 323**
VITAMIN E IS THE BEST SUPPLEMENT TO HELP SKIN BEAUTY (77%)
2% 5% 2%
6%
5%
2%
5%
3%
4%
7%
4%
5%
5%
5%
5%
6%
8%
2%
9%
10%
3%
77%
71%
78%
74%
92%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Natural Users Cosmetic
Users
Fresh food
Users
Functional
food/medicine
Users
Vitamin E
Vitamin C
Vitamin A
Vitamin B3
Vitamin D
Vitamin K
I do not know / I do not remember
N = 41 N = 146 N = 100 N = 36
**Exclude users who chose “No use any method” in Question: “Which forms/ methods do you use the most often to take care of your skin?”
In functional food/ medicine Users, 92% consider Vitamin E is the best supplement

34. 33
According to you, what is the level of vitamin E in food compared to the vitamin E in medicine?
38% BELIEVE THAT THE LEVEL OF VITAMIN E IN MEDICINE IS HIGHER THAN IN
FOOD
2% 5%
1% 1% 3%
36% 27%
42%
27%
44%
10%
10%
12%
7%
8%
34% 41%
28%
40%
33%
19% 17% 18%
25%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Natural Users Cosmetic Users Fresh food
Users
Functional
food/medicine
Users
Completely higher
Higher
Equal
Lower
Completely lower
**Exclude users who chose “No use any method” in Question: “Which forms/ methods do you use the most often to take care of your skin?”
N = 323** N = 41 N = 146 N = 100 N = 36
Natural Users and Fresh food Users believe that Vitamin E in food higher than in medicine. On the other hand, Cosmetic
Users and Functional food/ medicine Users believe that Vitamin E in medicine higher than in food

35. 34
Why do you not take vitamin E in medicine?
*Total of 3 group following:
1. Functional food/ medicine non-users who not chose Functional food/ medicine in Q “Which form/ method of skin care is the most effective for you?”
2. Functional food/medicine users but not chose Vitamin/ nutrients in Q “What functional food, medicine do you use the most often to take care of your skin?”
3. Functional food/medicine and Vitamin/nutrients users but not chose Vitamin E in Q “What is the most popular vitamin for skin rejuvenation?”)
NOT AS GOOD AS VITAMIN E IN FRESH FOOD, COMPOSITION IS NOT NATURAL
ARE TOP 2 REASONS FOR NOT CHOOSING VITAMIN E MEDICINE
0%
2%
7%
8%
9%
13%
22%
35%
42%
48%
0% 50% 100%
Other
I have never heard of
Vitamin E
I am not clear about the
effects of Vitamin E
No high efficiency
I do not believe in the effect
of Vitamin E in medicine
Vitamin E content in
medicine is not much
Cause side effects
Contains artificial additives
The composition is not
completely natural
Not as good as Vitamin E in
fresh foods
Total
1%
3%
8%
5%
11%
14%
20%
33%
41%
50%
0% 50% 100%
20-25
0%
2%
5%
10%
10%
14%
28%
45%
57%
41%
0% 50% 100%
26-30
0%
0%
5%
10%
5%
18%
20%
33%
28%
53%
0% 50% 100%
30-35
0%
0%
12%
12%
6%
0%
18%
24%
35%
53%
0% 50% 100%
Over 35
N =203* N = 88 N = 58 N = 40 N = 17
(Small
sample size)

36. 35
If there is a Vitamin E brand that satisfies the above requirements, what is your willingness to buy?
74% ARE WILLING TO BUY VITAMIN E MEDICINE IF THERE IS A BRAND
SOLVING ALL UNSATISFIED FACTORS
1% 3%1%
2%
3%
13%
14%
10%
15% 18%
40%
39%
41%
35%
53%
44% 42%
48% 48%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 20-25 26-30 30-35 Over 35
Will definitely buy
Will buy
Maybe buy or not
Will not buy
Will definitely not buy
N =203* N = 88 N = 58 N = 40 N = 17
(Small
sample size)
*Total of 3 group following:
1. Functional food/ medicine non-users who not chose Functional food/ medicine in Q “Which form/ method of skin care is the most effective for you?”
2. Functional food/medicine users but not chose Vitamin/ nutrients in Q “What functional food, medicine do you use the most often to take care of your skin?”
3. Functional food/medicine and Vitamin/nutrients users but not chose Vitamin E in Q “What is the most popular vitamin for skin rejuvenation?”)

37. 36
According to you, at what age should use Vitamin E?
N = 323**
51% CONSIDER THAT ALL AGES SHOULD USE VITAMIN E
4%
25%
19%
51%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Over 40
31-40
18-30
All ages
Total
**Exclude users who chose “No use any method” in Question: “Which forms/ methods do you use the most often to take care of your skin?”

38. 37
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39. 38
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40. 39