Vietnam cosmetic market is on the rise, as female paid more attention to their appearance and invest more in beauty products. This report was summarized in order to analyze the popular products that they use from a variety of profile behaviors.
Vietnam cosmetic market is on the rise, as female paid more attention to their appearance and invest more in beauty products. This report was summarized in order to analyze the popular products that they use from a variety of profile behaviors.
Makeup frequency is at its peak in the 20's and 30’s. It goes up as the income is higher. Lipstick, Facial cleanser, Sunscreen are the 3 most popular products, which have the highest ownership and usage ratio.
The cosmetic ownership has to do with the age, income and also makeup frequency. Based on these factors, we have 3 customer segments including low cosmetic owners, mid cosmetic owners, and high cosmetic owners, with the user ratio being 29%, 36%, and 35%, respectively. Low/mid cosmetic users tend to focus on limited items with higher usage while high cosmetic owners use a variety of the items which are used for the different frequencies.
Persona analysis - Profile
Lipsticks, Facial cleanser and Sunscreen/UV cream are the items with the highest ownership as well as the highest usage. Also, lipsticks are the most popular item that Vietnamese are keen to spend more money on. With the items that non-users are interested in using, eye cream, facial masks, and whitening have the highest ratio, 20%, 16% and 16% respectively.
Products that are used regardless of the ages are facial cleanser and lipsticks. The items that the popularity goes up as ages go up, especially eye cream, foundation, and concealer. Some products, however, have higher usage in the 20's and 30’s but go down in the 40's like facial mask, lotion/serum, sunscreen/UV cream.
The cosmetic industry is not only increasingly diverse in products, but its potential for development is also great. This is reflected in the spending levels of various customer segments. Besides lipsticks, which are essential products that every woman has, other products are increasingly being used such as facial cleanser, sunscreen/UV cream, whitening, facial mask, etc.
In recent years, it can be seen that people have an increasing need for cosmetic products. Each customer segment has a need and priority on different criteria. Therefore, capturing insights and needs of customer segments continuously will help the company have a better strategy in product development as well as marketing campaigns.
Source: Q&Me - Online market research
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