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Report
Report
Nov 2022
Foreword
With the current globalization, beauty trends are becoming popular. It is followed by the diverse demand for beauty
products is increasing.
To provide the latest insights in Skincare market in Vietnam, GroupM Knowledge and Cốc Cốc Research conduct
“Skincare report”, which leverages the up-to-date data from Cốc Cốc Browser & Search Engine, Cốc Cốc survey panel
and GroupM's 3D Researches. Via "Skincare report", we offer a snapshot of the Skincare category, which clarifies the
difference between the usage & attitude for 4 product groups: Face Cleanser, Face Moisturizer, Body Lotion, Shower
Gel.
Through this, we aim at practical values that will help our clients in their growth & success.
GroupM is the world’s largest media investment As a browser which is deeply rooted in the local life
corporation responsible for more than $53B in of Vietnameses, Cốc Cốc has reached 28 million
annual media investment through agencies users now, both desktop & mobile. This makes us
truly an expertise in understanding consumer digital
Mindshare, Mediacom, Wavemaker, Essence and
behavior, as well as gives us the resources to deeper
m/SIX, as well as the outcomes-driven programmatic study their insight. That’s why we could commit to
audience company, Xaxis. delivering the right message to the right people.
Just focus on the target customer to deliver the ads
and spread your brand across the S-shaped land
with us.
Introduction
Definition
Skincare in this report include Face Cleanser, Face GMK 3D
Moisturizer, Body Lotion, Shower Gel
Which of the following products have you used in the past 1 month?
Base: Female of 3D study - 2018 = 2021 = 2022 = 1740
Penetration by region
Among 6 key cities, North region (Ha Noi & Hai Phong city) tend to have high penetration rate in Face cleanser &
Face moisturiser.
Shower gel has become an indispensable product for consumers in all regions, while Body Lotion is favored in
Nha Trang, Can Tho and Da Nang.
Penetration by region
Ha Noi Hai Phong Da Nang Nha Trang Sai Gon Can Tho
Source: Coc Coc browser and search engine data, 2020, 2021
Trend of industry - Natural Beauty
Nature-related queries have grown in volume by 21.5% in the past 12
months vs Y.O, which reflects the increased interest of users when it
comes to the natural beauty, or at least, look natural.
Source: Coc Coc browser and search engine data, 10/2020 - 09/2022
Trend of industry - Fear of irritation bị dị ứng nên làm gì
Users show a fear of irritation from the general mặt bị dị ứng đỏ ngứa phải làm sao
queries to the specific questions when the problems
cách trị dị ứng da mặt
have shown up, and they rely on the online search to
seek the answer.
dị ứng da
bị dị ứng da kem chống nắng không cồn
dị ứng mỹ
kích ứng da
phẩm
da bị kích ứng dị ứng da mặt
Source: Coc Coc browser and search engine data, 10/2020 - 09/2022
Trend of industry - Digitalization
91%
of beauty users is also
ecommerce users #1 Lipstick Review
#2 Sunscreen Review
61%
while of ecommerce users is #3 Moisturizer Review
also beauty users
#4 Cushion Review
#5 Lipstick Swatch
#6 Cosmetics Review
Source: Coc Coc browser and search engine data, 10/2020 - 09/2022
Face
moisturizer
Demographics - Face moisturizer
The Face moisturizer users are slightly skewed towards the age of 25-34 and the middle-class home.
54.4%
Index
Of the reasons listed below, which are the 3 reasons why you buy and/or use face moisturizer products ?
Base: N =163 - Urban 6-key-city consumers: 3D GroupM, 2022
Base N = 121 - Coc Coc digital consumers
Face moisturizer Frequency of using face moisturizer
Once in 2 days
Mean (time per week)
6.8
2 or 3 times a week in 2 days
2 or 3 times a month
How much are you willing to spend monthly for face moisturizer products?
Base N = 121 - Coc Coc digital consumers
TOP BRAND - FACE MOISTURIZER
Pond’s has done an excellent job of raising consumers’ awareness and encouraging them to try the product, but
Innisfree is the brand with the highest user loyalty.
FACE MOISTURIZER
81.9%
Index
Of the reasons listed below, which are the 3 reasons why you buy and/or use face cleanser products ?
Base: N =217 - Urban 6-key-city consumers: 3D GroupM, 2022
Base N = 174 - Coc Coc digital consumers
Face cleansers Frequency of using face cleanser
Given that people use face cleanser on
average ~ 9 times a week ( around once or
More than once a day
more than once per day), it is obvious that
this is an essential component of any
Once a day
skincare routine.
Once in 2 days
9.1
2 or 3 times a week in 2 days
How much are you willing to spend monthly for face cleanser products?
Base N = 174 - Coc Coc digital consumers
TOP BRAND - FACE CLEANSER
Pond’s is the brand that is doing great in building the awareness & trial of consumers , while Senka is the one who
has high consumer retention.
FACE MOISTURIZER
84
Brand awareness 90% 59%
%
67% 89%
Body lotion does not get much usage of consumers. The main consumers are those in the middle ages (25 -34 y.o) &
in middle - high household income class.
30.5%
Index
Of the reasons listed below, which are the 3 reasons why you buy and/or use body lotion products ?
Base: N = 107 - Urban 6-key-city consumers: 3D GroupM, 2022
Base N = 55 - Coc Coc digital consumers
Body Lotion Frequency of using body lotion
Once a day
6.1
Once in 2 days
2 or 3 times a week
Once a week
How much are you willing to spend monthly for body lotion products?
Base N = 55 - Coc Coc digital consumers
TOP BRANDS - Body Lotion
Vaseline , Hazeline & Nivea are top 3 products that have high awareness. Among those, Vaseline is the brand that
has the best performance in both trial & loyal conversion rate.
BODY LOTION
84
Brand awareness 88% 85%
%
57% 32%
Since Shower gel is a necessity product, therefore, the portrait of demography is the same as general population.
95.1%
Index
Of the reasons listed below, which are the 3 reasons why you buy and/or use shower gel products ?
Base: N = 243 - Urban 6-key-city consumers: 3D GroupM, 2022
Base N = 128 - Coc Coc digital consumers
Shower gel
Frequency of shower gel
It is a fact that consumers use shower gel in
their basic daily routine.
More than once a day
Once a day
Mean (time per week)
8.9
Once in 2 days
How much are you willing to spend monthly for shower gel products?
Base N = 128 - Coc Coc digital consumers
TOP BRANDS - Shower gel
Dove & Enchanteur are 2 brands that have the good performance in triggering usage & maintaining their
purchases after that.
FACE MOISTURIZER
03 Scurb 50.8%
Yes No
Of these factors listed below, which 3 factors are most important to you when buying and/or using a facial skin care brand?
Base: N = 256 - Urban 6-key-city consumers: 3D GroupM, 2022
Base N = 248 - Coc Coc digital consumers
Criteria for body products
3 factors related to skin type, trustworthiness & price would affect most to the purchase decision of consumers
when choosing body care products.
Of these factors listed below, which 3 factors are most important to you when buying and/or using a body skin care brand?
Base: N = 256 - Urban 6-key-city consumers: 3D GroupM, 2022
Base N = 248 - Coc Coc digital consumers
WHERE
Health & Beauty stores and Supermarket are 2 places where consumers usually come to buy Skincare products.
Health and Beauty stores Supermarket Specialist shops in department Online shopping
store or shopping mall
90.7% WOM
75.0% WOM
74.2% Online
53.8% Online
Which of the following channels do you recall seeing or hearing information/ advertising about any skin-care products?
Of the following channels, which do play important role in helping you choose skin-care brand?
Base: N = 256 - Urban 6-key-city consumers: 3D GroupM, 2022
Authors
GroupM Knowledge
GroupM Knowledge is an in-house research unit, part of GroupM Vietnam. We are responsible for analyzing data and
developing insights for internal agencies, media publishers, and clients. We operate as the central hub of media insights
for the group, supporting more than 400 employees and servicing dozens of partners and clients.
We drive the development of marketing on all media channels and emerging technologies evolving on the daily basis of
the consumers as a form of service and product for clients, as well as a tool to support the growth of business for
GroupM agencies.