SKIN CARE METHODS IN VIETNAM

STUDY ABOUT SKIN CARE METHODS IN VIETNAMBY DI-MARKETING (www.di-onlinesurvey.com)

Mar, 2017

2

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

RESPONDENTS SELECTION

Respondents of this survey had to be qualified below criteria

Age : Above 20

Gender : Female

4

KEY FINDINGS1) 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

N = 327

DEMOGRAPHIC INFORMATION

GenderAge

OccupationLiving Place

Over 35

30-35

26-30

20-25

9%

22%

31%

38%

Female

Male

100%

0%

Other

Job seeker/ Retired

Housewife

Self-employed

Worker

Student

Engineer/ Doctor/ Teacher

Officer

4%

3%

3%

4%

5%

11%

14%

56%

Other

Can Tho

Da Nang

Hai Phong

Hanoi

Ho Chi Minh

12%

2%

3%

3%

34%

46%

6

1) Skin care methods

a. Natural

b. Cosmetics

c. Fresh foods

d. Functional food/ medicines

2) Vitamin E medicine potential

CONTENT

7

Nose

Lips

Hand or leg nails

Eyes

General body

Hair

Skin (facial, body)

0% 20% 40% 60% 80% 100%

23%

38%

38%

40%

50%

54%

86%

Total

0% 20% 40% 60% 80% 100%

23%

38%

33%

42%

50%

60%

89%

20-25

0% 20% 40% 60% 80% 100%

24%

48%

42%

47%

54%

58%

88%

26-30

0% 20% 40% 60% 80% 100%

17%

20%

30%

25%

46%

34%

76%

30-35

0% 20% 40% 60% 80% 100%

36%

43%

68%

39%

46%

64%

93%

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

Which forms/ methods do you use the most often to take care of your skin? (Comparison by Age Group)

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, ...)

0% 50% 100%

1%

18%

37%

61%

76%

81%

Total

0% 20% 40% 60% 80% 100%

2%

14%

29%

57%

73%

83%

20-25

0% 20% 40% 60% 80% 100%

0%

20%

44%

67%

82%

85%

26-30

0% 20% 40% 60% 80% 100%

3%

20%

41%

56%

70%

70%

30-35

0% 20% 40% 60% 80% 100%

0%

29%

39%

75%

82%

79%

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

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

Total 20-25 26-30 30-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13% 14% 11% 12%18%

45%50%

43% 43%39%

31%29%

37%25%

32%

11% 7% 10%20%

11%

Use functional foods/ medicines

Use fresh foods that are good for your skin (veg-etables, fruits, ...)

Use cosmetics (cleanser, lotion, ...)

Natural (daily face wash with water, rice germ, ...)

10


a. Natural

b. Cosmetics

c. Fresh foods



CONTENT

11

Which natural skin care methods do you use the most often?

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

0% 20% 40% 60% 80% 100%

2%

41%

51%

61%

71%

85%

85%

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

Why natural skin care is the most effective method for you?

Skin sensitive, can only use natural skin care method

Cost savings

Trust in natural methods

Easy to do

Long term effect, no side effect

0% 20% 40% 60% 80% 100%

34%

56%

61%

61%

63%

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*


13

I am completely satisfied

Low effective

Inconvenient (prepare natural mask, face-washing rice germ, etc.)

Slow performance, need to be persistent

0% 20% 40% 60% 80% 100%

7%

17%

22%

83%

What are you not satisfied with the natural skin care method?

N = 41

SLOW EFFECT IS THE MOST UNSATISFIED FACTOR (83%)

Total

NATURAL USERS*


14


a. Natural

b. Cosmetics

c. Fresh foods



CONTENT

15

What cosmetics do you usually use to care for the skin?

Micellar cleansing water

Sunscreen

Skin scrub

Rose water / Serum

Nourishing mask

Lotion

Cleanser

0% 20% 40% 60% 80% 100%

36%

55%

55%

62%

63%

75%

93%

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

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

0% 20% 40% 60% 80% 100%

38%

49%

55%

61%

69%

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*


Total

17


Low effective

Easily susceptible, skin irritation

Cost a lot

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

10%

12%

46%

68%

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*


Total

18


a. Natural

b. Cosmetics

c. Fresh foods



CONTENT

19

Meat (pork, beef, chicken, duck)

Mushroom

Seaweed

Fish

Green tea

Vegetables

Roots and beans

Fruit, fruit juice

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

18%

31%

31%

36%

64%

77%

78%

93%

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

What do those foods provide for you to support your skin care?

Other

Energy

Protein

Fiber

Mineral

Water

Vitamin

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1%

43%

51%

63%

67%

73%

97%

N = 100

97% BELIEVE THAT FRESH FOOD PROVIDE VITAMIN

FRESH FOOD USERS*


Total

21

Why using fresh food is the best method of skin care for you?

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

0% 20% 40% 60% 80% 100%

58%

71%

80%

85%

N = 100

INSIDE EFFECT (85%), DELICIOUS (80%), LASTING EFFECT (71%) ARE TOP THREE REASONS FOR USING FRESH FOODS

FRESH FOOD USERS*


Total

22


Cost a lot

Inconvenience when carrying

Take time to prepare, cook

Fear of food that contains toxic substances (preservatives, growth

substances)

0% 20% 40% 60% 80% 100%

2%

29%

50%

56%

81%

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*


Total

23


a. Natural

b. Cosmetics

c. Fresh foods



CONTENT

24

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

0% 20% 40% 60% 80% 100%

39%

42%

44%

50%

53%

53%

58%

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

Royal Jelly

Seaweed

Collagen

Vitamins & nutrients

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

6%

6%

11%

78%

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


* Who chose “Functional food/ medicine” as their most effective method for skin care

N = 28

Total

26

Vitamin C

Multi-vitamins

Vitamin E

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4%

4%

93%

What is the most popular vitamin for skin rejuvenation?

N = 28**

IN WHICH VITAMINS&NUTRIENTS, VITAMIN E IS THE MOST POPULAR


* 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

Carrot

Beansprout

I do not know

Green mustard

Barley seeds

Spinach

Sunflower seed

Coconut oil

Almond

Apple, orange, lemon

Radish

Olive oil

Salmon

Soybean

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4%

4%

4%

4%

4%

15%

15%

15%

19%

19%

19%

27%

38%

42%

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


* 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

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

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4%

8%

8%

15%

15%

15%

19%

19%

27%

23%

31%

27%

46%

54%

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


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

Facebook

Youtube


Television

Marketing staff at the point of sale


Magazine



Doctor

0% 20% 40% 60% 80% 100%

12%

12%

23%

23%

23%

27%

38%

38%

50%

65%

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%)



30

Which channel do you trust the most to make a purchase decision?

50% CONSIDER DOCTOR IS THE MOST TRUSTED CHANNEL



Magazine




Doctor

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4%

4%

4%

12%

27%

50%

Total Vitamin E


31


a. Natural

b. Cosmetics

c. Fresh foods



CONTENT

32

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**

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

0% 50% 100%

3%

0%

0%

1%

1%

2%

2%

2%

3%

4%

4%

77%

Vitamin A

0% 20% 40% 60% 80% 100%

13%

1%

2%

3%

4%

7%

8%

10%

11%

12%

13%

16%

Vitamin B

0% 50% 100%

9%

1%

2%

3%

3%

4%

5%

9%

10%

10%

11%

34%

Vitamin D

0% 20% 40% 60% 80% 100%

3%

1%

2%

2%

4%

4%

5%

11%

11%

12%

12%

32%

Vitamin E

33

According to you, which vitamin supplement to help skin beauty best?

N = 323**

VITAMIN E IS THE BEST SUPPLEMENT TO HELP SKIN BEAUTY (77%)

Total Natural Users Cosmetic Users

Fresh food Users

Functional food/medicine

Users

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2% 5% 2% 6%2%

5%

3%4%

7%

4%5%

5%

5%

5%

6%8%

2%

9%

10%

3%

77%71%

78%74%

92%

5%

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

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

Total Natural Users Cosmetic Users

Fresh food Users

Functional food/medicine

Users

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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%

Completely higher Higher

Equal Lower

Completely lower


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

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

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

0% 50% 100%

0%

2%

7%

8%

9%

13%

22%

35%

42%

48%

Total

0% 20% 40% 60% 80% 100%

1%

3%

8%

5%

11%

14%

20%

33%

41%

50%

20-25

0% 20% 40% 60% 80% 100%

0%

2%

5%

10%

10%

14%

28%

45%

57%

41%

26-30

0% 20% 40% 60% 80% 100%

0%

0%

5%

10%

5%

18%

20%

33%

28%

53%

30-35

0% 20% 40% 60% 80% 100%

0%

0%

12%

12%

6%

0%

18%

24%

35%

53%

Over 35

N =203* N = 88 N = 58 N = 40 N = 17(Small

sample size)

36

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

Total 20-25 26-30 30-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1% 3%1%2%

3%

13%14%

10%15% 18%

40%39%

41%35%

53%

44% 42%48% 48%

29% 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

According to you, at what age should use Vitamin E?

N = 323**

51% CONSIDER THAT ALL AGES SHOULD USE VITAMIN E

Over 40

31-40

18-30

All ages

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4%

25%

19%

51%

Total


38

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mailto:[email protected]

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40

Healthcare

SKIN CARE METHODS IN VIETNAM