Welcome to our article, where we analyze the usage of cosmetic products in the Vietnam market for the year 2022 sourced from Q&Me – Online market research. As the economy grows, the beauty market in Vietnam is experiencing rapid expansion, driven by the increasing motivation and economic background of females to invest in beauty. This survey aims to understand the basic beauty behaviors of Vietnamese consumers based on their profiles. By capturing insights and continuously assessing the needs of customer segments, companies can develop better strategies for product development and marketing campaigns.
I. Cosmetic usage frequency:
When it comes to the frequency of cosmetic usage, a staggering 95% of the audience engages in skincare routines at least once a week or more. In terms of makeup, 62% of the audience applies makeup once a week or more, indicating a significant interest in enhancing their appearance. Notably, the makeup ratio is higher among the 25-32 age group, aligning with the age bracket that demonstrates the highest spending on beauty products.
In terms of channels, independent stores and beauty chain stores emerge as the main avenues for the audience, with an average figure of 47% and 45%, respectively. Following closely behind are brands’ stores, preferred by 44% of consumers, and E-commerce platforms, chosen by 34% of individuals. It is worth highlighting that the latter two channels are particularly favored by young people, reflecting their inclination towards online shopping and brand loyalty.
II. Decision factors:
When making decisions about makeup and skincare products, consumers consider several factors. However, according to the survey results, quality, safety, and ingredients take precedence as the top three influencing factors, with percentages of 71%, 65%, and 49% respectively. These criteria hold significance across all age groups, from beauty beginners to those above 40. Moreover, discerning customers prioritize the brand factor, as it provides them with assurance regarding the safety of their skin. Among the most trusted brands in the market are Innisfree, Mac, and Okay, followed closely by Ponds, Ohui, and The FaceShop.
III. User analysis by profile:
An analysis of user behavior based on different profiles reveals intriguing insights. Among young people aged 25-32, a remarkable 93% utilize beauty products regularly, with Innisfree emerging as their favorite brand. On average, this demographic is willing to spend over 700,000 VND per month on skincare and makeup products. However, young consumers are not indiscriminate in their purchases; instead, they base their decisions on specific criteria. Furthermore, they tend to rely on reviews and are easily influenced by reputable influencers such as Ho Ngoc Ha, Minh Hang, and Vo Ha Linh.
However, each customer segment exhibits certain differences. For customers who spend over one million VND on beauty products, typically aged above 35, daily usage of beauty products is prevalent. Consequently, the quality factor and the presence of good ingredients hold particular importance for this segment. Skincare products take precedence over makeup in their routines, and they often seek advice and make purchases at beauty and healthcare store chains. According to the survey findings, L’Oréal emerges as the brand most loved and trusted by these customers, emphasizing their preference for reliable and reputable options.
In conclusion, the demand for makeup and skincare products has witnessed a steady rise in recent years, reflecting the growing importance people place on personal grooming and self-care. It is evident that each customer segment possesses unique needs and priorities when it comes to selecting cosmetic products. Therefore, it becomes crucial for companies to continuously capture insights and understand the evolving requirements of these customer segments. By doing so, companies can develop more effective strategies in product development and design targeted marketing campaigns that resonate with the specific preferences of their diverse customer base. Ultimately, staying attuned to customer needs and preferences is key to thriving in the dynamic and competitive cosmetic industry in Vietnam.
Key Points:
- Vietnamese consumers show a high frequency of skincare and makeup usage, with young adults aged 25-32 being the most active users.
- Quality, safety, and ingredients are the top decision factors when selecting cosmetic products, irrespective of age.
- Different customer segments have varying priorities and preferences, such as the emphasis on reputable brands among discerning customers and the reliance on influencers among young consumers.
- Skincare products and advice from beauty and healthcare store chains hold significance for customers with higher spending levels.
- Innisfree and L’Oréal emerge as popular and trusted brands among Vietnamese consumers.
For in-depth insights into the Vietnamese cosmetic market and to develop effective strategies tailored to your brand, contact our agency today. We are dedicated to helping your business thrive in the dynamic beauty industry.
