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Vietnamese information source for make-up How famous is Michelle Phan in Vietnam?

Survey information

• 687 Vietnamese female among 16-49 years old• Conducted on Oct, 2015

Executive Summary

• 48% makes up more than once per week• 50% take less than 10 minutes, 86% less than 20

minutes for make-up• Ratio of enjoying make-up is high, for 64% answer either

“enjoy very much” or “enjoy”• Teens refer to Youtube most, while friends are the most

important info source for 20’s, 30’s and 40’s • Michelle Phan is known more among teens, and those

who make-up more frequently

How often do you make up?

Every day 5- 6 times a week

3 - 5 times a week

1 - 2 times a week

Only when I have special

events

I do not make up

11%

5% 5%

10%

37%

32%

21%

9%

5%7%

37%

21%19%

5%7%

10%

35%

24%

17%

6% 6%

9%

36%

26%

16-19 20-29 30-49 All

48% makes up more than once per week

N=687

How long does it take for you to make up?

Less than 5 minutes

6 -10 minutes

11 - 15 minutes

16 - 20 minutes

21 - 30 minutes

31 - 45 minutes

46 - 60 minutes

more than 60 minutes

21%

31%

19%

15%

10%

3%1% 1%

18%

31%

21%

15%

10%

2% 2%0%

14%

37%

26%

11%

8%

2% 1% 1%

17%

33%

22%

14%

9%

2% 2% 1%

16-19 20-29 30-49 All

50% take less than 10 minutes, 86% less than 20 minutes for make-up

N=508 (those who make up)

How much do you enjoy make up?

Enjoy very much Enjoy Average Do not enjoy so much

Do not enjoy

41%

28%

21%

5% 4%

36%

28%

24%

10%

3%

35%

24% 25%

8% 7%

37%

27%

23%

8%5%

16-19 20-29 30-49 All

Ratio of enjoying make-up is high, for 64% answer either “enjoy very much” or “enjoy”

N=508 (those who make up)

What are the information sources for your make-ups?

Friends

Familie

s

Youtube

Face

book

Instagram

Personnel a

t beauty

salon / SPA

Personnel a

t cosm

etic store

Book / m

agazine

Website

I make

-up my o

wn original w

ay

I do not m

ake-up

Others

TV program

16-19

20-29

30-49

All

Teens refer to Youtube most, while friends are the most important info source for 20’s, 30’s and 40’s

N=508 (those who make up)

Name of popular source information (free answers)

N=508 (those who make up)

Orange = Web, Pink = Web / Magazine, Blue = Magazine only

Popular celebrities to refer for make-ups (Free answers)

N=508 (those who make up), Q = Who are the celebrities that you refer to for makeups

My Tam Ho Ngoc HaQuynh Anh Shyn

About Michelle Phan

Michelle Phan is an American make-up demonstrator with Vietnam roots and entrepreneur who became notable as a YouTube personality. Phan's YouTube channel has over 8 million subscribers, 1.1 billion lifetime views, and 350 uploaded videos (Wikipedia)

Do you know Michelle Phan?

Yes, I know who she is

I have heard of her name

No I do not know her

23% 24%

53%

19%

26%

55%

18%

31%

51%

20%

27%

53%

By age

16-19

20-29

30-39

All

Yes, I know who she is

I have heard of her name

No I do not know her

29%34%

38%

19%

33%

47%

16%20%

64%

20%

27%

53%

By make-up frequncyEvery day

Occasional make-uppers (1 - 6 times / week)

Those who make up only those who make-up

All

Michelle Phan is known more among teens, and those who make-up more frequently

N=508 (those who make up)

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