The Vietnam Cosmetic Trends Report 2020, conducted by Asia Plus, sheds light on the evolving habits and behaviors of Vietnamese cosmetics users. With a focus on makeup and skincare, this report provides valuable insights into consumer preferences, popular products, purchasing channels, and emerging trends. The survey involved 458 females aged 16 and above, offering a comprehensive view of the Vietnamese cosmetics market.
- Makeup Habits:
When it comes to makeup frequency, age appears to be a determining factor, as over half of individuals aged 23 and above apply makeup regularly. Different occasions also influence makeup usage, with parties being a significant event for less frequent makeup users, while office and school settings see less makeup application. Among various cosmetic items, lipstick emerges as the most popular, with less than one-third of makeup users utilizing other products. For the youth, reasons for not wearing makeup include a lack of knowledge or time constraints.
- Skincare Habits:
Approximately 60% of individuals aged 23 and above engage in daily skincare routines, highlighting the importance placed on maintaining healthy skin. The most commonly used skincare products include facial cleansers (including makeup removers), sunscreen, and moisturizers. Lack of knowledge stands out as a prominent reason for not adopting regular skincare practices.
- Information Sources and Purchase Factors:
Online platforms, such as Facebook, websites, and YouTube, serve as primary sources of information for cosmetics. Consumers prioritize factors such as the country of origin and ingredients to ensure product quality. Department stores and brand stores are the preferred locations for purchasing cosmetics, offering a sense of trust and reliability. Online shopping has gained significant popularity, with 73% of respondents utilizing e-commerce platforms due to competitive pricing and access to extensive reviews. Shopee, Tiki, and Facebook are among the leading online channels for cosmetics.
- Celebrities With Best Makeup:
The report highlights several celebrities renowned for their exceptional makeup, including Ho Ngoc Ha, My Tam, Ninh Duong Lan Ngoc, Chi Pu, Ngoc Trinh, Huong Giang, Hari Won, and Sam. These celebrities serve as influential figures in shaping makeup trends and inspiring consumer choices.
- Trend Changes:
Trend changes indicate a noticeable increase in cosmetics usage among the youth, with a particular rise in regular makeup application. Regular makeup users demonstrate a willingness to invest more in higher quality and comfortable products, reflected in their increased spending. Online platforms have become essential for both purchasing cosmetics and accessing relevant information, showcasing their significant impact on consumer behavior and trends. Vietnamese consumers prioritize quality in their cosmetic choices, emphasizing the importance of the country of origin and ingredients, while price remains a factor but is less crucial. The range of makeup products has expanded beyond lipsticks, reflecting a broader variety of cosmetics ownership. For skincare and sun protection purposes, commercial products are preferred, further underlining the significance of effective skincare routines and maintaining healthy skin.
In conclusion, the Vietnam Cosmetic Trends Report 2020 highlights several noteworthy shifts in the country’s cosmetics market. The rise in cosmetics usage among the youth, increased spending on high-quality products, growing reliance on online channels, and a focus on product quality and variety are key trends shaping the industry. By understanding these evolving dynamics, businesses can better cater to Vietnamese consumers’ preferences and capture opportunities in this vibrant market.
Key Takeaways:
- Increase in cosmetics usage among the youth, particularly those aged 16-22, indicating a growing interest in makeup among younger consumers.
- Regular makeup users are willing to spend more for higher quality and comfort, demonstrating a willingness to invest in cosmetics.
- Online channels have become popular for purchasing cosmetics, with platforms like Shopee, Tiki, and Facebook leading the way, highlighting the importance of e-commerce in the cosmetics market.
- Vietnamese consumers are becoming more quality-oriented, paying attention to the country of origin and ingredients of cosmetic products.
- Lipstick usage is expanding to include other makeup products, indicating a wider variety of makeup ownership among Vietnamese consumers.
- Commercial skincare products are preferred by Vietnamese consumers for skincare and sun protection, reflecting a reliance on established brands.
- Department stores and brand stores remain popular purchase locations for cosmetics, highlighting the significance of physical retail in the market.
If you have any inquiries or would like to explore the Vietnamese cosmetics market further, please reach out to our team in Vietnam. We are here to provide you with expert guidance and support in navigating this thriving industry.
