Skincare 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.

About GroupM About Cốc Cốc

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

Methodology 1740 total sample size

GroupM 3D: Door-to-door interview (random sampling 100% urban, in 6 key cities
method), A combination of F2F interview (CAPI) and self Female aged 15 - 49
completion (PAPI)
Coc Coc Browser and Search Engine data
Coc Coc Data Coc Coc Survey
Coc Coc online survey

Time 28 million users 248 respondents

GroupM 3D: 2018, 2021 & 2022
Coc Coc data: 2020, 2021 & 2022 Nationwide Nationwide
Coc Coc online survey: Oct 2022
All ages & genders Female aged 15-49, using at
least 1 skincare product P1M
Location Coc Coc Internal Database
GroupM 3D: Urban (6 key cities Ha Noi, Da Nang, Hai Coc Coc Online Survey Panel
Phong, Ho Chi Minh, Can Tho, Nha Trang)
Coc Coc data: Nationwide (both Urban & Rural)
Coc Coc Online survey: Nationwide (both Urban & Rural)
Agenda
01 Overview 04 Body lotion

02 Face moisturizer 05 Shower Gel

03 Face cleanser 06 Skincare Insights

Overview
The penetration rate
Skincare becomes a normal activity of female in modern life. In Facial product care, Face moisturiser & Face
cleanser turn to be high-demand products, while in terms of body care, Show Gel keep its firm standing.

Face moisturizer Face cleanser Shower gel/liquid soap Body lotion

Product use ratio 4 sub skincare

2018 2021 2022

2018 2021 2022

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

Shower gel/liquid soap Face cleanser Face moisturizer Body lotion

Ha Noi Hai Phong Da Nang Nha Trang Sai Gon Can Tho

Base: HCM=741| HN=484| CT=270| DN=314| HP=306| NT=300

Urban 6-key-city consumers: 3D GroupM, 2022
Potential growth

Number of Beauty Users on Coc Coc nearly

in 2021 compared to 2020 x2
6%
For search volume in
during the
beauty retailer websites,
same period
it was a growth of

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.

trang điểm tự nhiên

cách làm môi hồng tự nhiên sản phẩm thiên nhiên

massage mũi cao tự nhiên

cách làm trắng da mặt tự
nhiên

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

Online Shopping Digital Consulting

“Review” becomes popular in the beauty industry,

The relationship between beauty users and ranging from cosmetics to skincare products
ecommerce users:

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.

PENETRATION OF FACE MOISTURISER

54.4%
Index

Under 6,500,000 VND 51

6,500,000 - under 10,500,000 79

VND
10,500,000 - under 15,000,000 VND 96

15,000,000 - under 20,000,000 VND 107

20,000,000 - under 30,000,000 VND 115

30,000,000 - under 40,000,000 VND 92
From 40,000,000 VND 94 15-24 y.o 25-34 y.o 35-49 y.o
Index 95 113 92

Household Income Age

Index is numbers to show the relative changes of a representative
group of data compared to the average numbers in the market
Base: N =932 - Urban 6-key-city consumers: 3D GroupM, 2022
Face moisturizer
Top 3 reasons for urban consumers in major cities to buy/use face moisturizers are whitening, anti-aging and
restoring the youthful skin, whereas for Coc Coc digital consumers, the top reasons are moisturizing and
improving dry skin symptoms.
Reasons for buying and/or using face moisturizer

Urban 6-key-city consumers Coc Coc digital consumers

To make my skin pinkish white

To fight the ageing process
To restore youthful skin
To moisturize dry skin
To make me feel naturally beautiful
To reduce the size of my pores
To prevent acne
To effectively cover dark spots
To protect skin from the sun's UV rays
Improve dry skin symptoms
To control skin oils
To cleanse the skin deeply
Protection from pollution
Reduce skin sensitivity
Effectively remove make-up

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

Face moisturizer becomes an essential part

More than once a day
of skincare routine, which is used daily
among those who have used to it.
Once a day

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

Once a month or less often

How often do you use face moisturizer products?

Base: N =163 - Urban 6-key-city consumers: 3D GroupM, 2022
Face moisturizer

MONEY WILLING TO SPEND

Under 200,000 VND 38.5%

200,000 - under 500,000 VND 45.4%

500,000 - under 1,000,000 VND 10.9%

1,000,000 - under 2,000,000 VND 4.6%

2,000,000 VND and above 0.6%

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

Brand awareness 70% 81% 78% 68% 81%

Brand ever used 34% 50% 22% 21% 36%

BUMO 19% 15% 7% 6% 6%

Conversion rate from

49% 61% 28% 32% 44%
Awareness -> Ever used

Conversion rate from Ever used

57% 30% 32% 30% 17%
-> BUMO

Which brands of face moisturiser have you ever heard or seen?

Which brands of face moisturiser have you ever used?
Which brands of face moisturiser do you currently use?
Which ONE brand of face moisturiser do you use most often?
Base: N =163 - Urban 6-key-city consumers: 3D GroupM, 2022
Face cleanser
 Demographics - Face cleansers
The skincare product with the highest penetration rate is a face cleanser, which is primarily consumed by all
groups of ages and households and income levels.

PENETRATION OF FACE CLEANSERS

81.9%
Index

Under 6,500,000 VND 80

6,500,000 - under 10,500,000 95

VND
10,500,000 - under 15,000,000 VND 100

15,000,000 - under 20,000,000 VND 97

20,000,000 - under 30,000,000 VND 109

30,000,000 - under 40,000,000 VND 98
15-24 y.o 25-34 y.o 35-49 y.o
From 40,000,000 VND 118
Index 108 102 93

Household Income Face cleanser

Index is numbers to show the relative changes of a representative
groups of data compared to the average numbers in market
Base: N =1383 - Urban 6-key-city consumers: 3D GroupM, 2022
 Face cleansers
Users mostly use face cleansers because of the 2 abilities to "clean the skin deeply" and "prevent acne" of these
products.

Reasons for buying and/or using face cleanser

Urban 6-key-city consumers Coc Coc digital consumers

To cleanse the skin deeply

To prevent acne
Effectively remove make-up
To control skin oils
To reduce the size of my pores
Protection from pollution
To make my skin pinkish white
To restore youthful skin
To fight the ageing process
To moisturize dry skin
To protect skin from the sun's UV rays
To make me feel naturally beautiful
To effectively cover dark spots
Reduce skin sensitivity
Improve dry skin symptoms

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

Mean (time per week)

9.1
2 or 3 times a week in 2 days

How often do you use face cleanser products ?

Base: N =217 - Urban 6-key-city consumers: 3D GroupM, 2022
Face cleansers

PRICE WILLING TO PAY

Under 200,000 VND 49.1%

200,000 - under 500,000 VND 29.1%

500,000 - under 1,000,000 VND 12.7%

1,000,000 - under 2,000,000 VND 7.3%

2,000,000 VND and above 1.8%

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%

Brand ever used 56% 27% 41% 28% 45%

BUMO 18% 15% 12% 10% 9%

Conversion rate from

62% 46% 48% 42% 51%
Awareness -> Ever used

Conversion rate from Ever used

32% 56% 29% 36% 19%
-> BUMO

Which brands of face cleanser have you ever heard or seen?

Which brands of face cleanser have you ever used?
Which brands of face cleanser do you currently use?
Which ONE brand of face cleanser do you use most often?
Base: N =217 - Urban 6-key-city consumers: 3D GroupM, 2022
Body lotion
 Demographics - Body lotion

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.

PENETRATION OF BODY LOTION

30.5%
Index

Under 6,500,000 VND 46

6,500,000 - under 10,500,000 72

VND
10,500,000 - under 15,000,000 VND 91

15,000,000 - under 20,000,000 VND 99

20,000,000 - under 30,000,000 VND 130

30,000,000 - under 40,000,000 VND 115
From 40,000,000 VND 32 15-24 y.o 25-34 y.o 35-49 y.o
Index 99 122 81

Household Income Body lotion

Index is numbers to show the relative changes of a representative
groups of data compared to the average numbers in market
Base: N =543 - Urban 6-key-city consumers: 3D GroupM, 2022
Body Lotion
Pinkish white skin & Moisturize dry skin are two popular reasons that encourage consumers to use body lotion.

Reasons for buying and/or using body lotion

Urban 6-key-city consumers Coc Coc digital consumers

To make my skin pinkish white

To moisturize dry skin
To make me feel naturally beautiful
To restore youthful skin
Improve dry skin symptoms
To fight the ageing process
To protect skin from the sun's UV rays
Reduce skin sensitivity
To reduce the size of my pores
To cleanse the skin deeply
Protection from pollution
To effectively cover dark spots
To control skin oils
To prevent acne

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

For those who used body lotion, it is treated

as a daily body care product.
More than once a day

Once a day

Mean (time per week)

6.1
Once in 2 days

2 or 3 times a week

Once a week

Once a month or less often

How often do you use body lotion products ?

Base: N = 107 - Urban 6-key-city consumers: 3D GroupM, 2022
Body Lotion

PRICE WILLING TO PAY

Under 200,000 VND 49.1%

200,000 - under 500,000 VND 29.1%

500,000 - under 1,000,000 VND 12.7%

1,000,000 - under 2,000,000 VND 7.3%

2,000,000 VND and above 1.8%

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%

Brand ever used 61% 56% 38% 18% 5%

BUMO 37% 26% 17% 7% 2%

Conversion rate from

69% 66% 45% 31% 16%
Awareness -> Ever used

Conversion rate from Ever used

62% 46% 46% 38% 43%
-> BUMO

Which brands of body lotion have you ever heard or seen?

Which brands of body lotion have you ever used?
Which brands of body lotion do you currently use?
Which ONE brand of body lotion do you use most often?
Base: N =107 - Urban 6-key-city consumers: 3D GroupM, 2022
Shower gel
 Demographics - Shower gel

Since Shower gel is a necessity product, therefore, the portrait of demography is the same as general population.

PENETRATION OF FACE SHOWER GEL

95.1%
Index

Under 6,500,000 VND 75

6,500,000 - under 10,500,000 98

VND
10,500,000 - under 15,000,000 VND 101

15,000,000 - under 20,000,000 VND 100

20,000,000 - under 30,000,000 VND 102

30,000,000 - under 40,000,000 VND 103
From 40,000,000 VND 98 15-24 y.o 25-34 y.o 35-49 y.o
Index 99 101 100

Household Income Shower gel

Index is numbers to show the relative changes of a representative
Base: N =2339 - Urban 6-key-city consumers: 3D GroupM, 2022 groups of data compared to the average numbers in market
 Shower gel
Shower gel consumers in 6 major cities look for whitening effects the most, while for Coc Coc digital consumers, it
is cleansing which ranks the most popular.

Reasons for buying and/or using shower gel

Urban 6-key-city Coc Coc digital consumers

consumers
To make my skin pinkish white
To cleanse the skin deeply
Protection from pollution
To moisturize dry skin
To restore youthful skin
To make me feel naturally beautiful
To control skin oils
To fight the ageing process
Improve dry skin symptoms
To protect skin from the sun's UV rays
Reduce skin sensitivity
To reduce the size of my pores
To prevent acne
To effectively cover dark spots
Effectively remove make-up

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

2 or 3 times a week in 2 days

How often do you use shower gel products ?

Base: N = 243 - Urban 6-key-city consumers: 3D GroupM, 2022
Shower gel

PRICE WILLING TO PAY

Under 200,000 VND 57.0%

200,000 - under 500,000 VND 28.1%

500,000 - under 1,000,000 VND 10.2%

1,000,000 - under 2,000,000 VND 3.1%

2,000,000 VND and above 1.6%

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

Brand awareness 91% 92% 91% 91% 69%

Brand ever used 64% 65% 54% 62% 18%

BUMO 24% 23% 17% 11% 4%

Conversion rate from

71% 71% 60% 69% 26%
Awareness -> Ever used

Conversion rate from Ever used

38% 35% 31% 17% 21%
-> BUMO

Which brands of shower gel have you ever heard or seen?

Which brands of shower gel have you ever used?
Which brands of shower gel do you currently use?
Which ONE brand of shower gel do you use most often?
Base: N =217 - Urban 6-key-city consumers: 3D GroupM, 2022
Skincare Insights
Skin type and makeup behavior

Normal Extremely dry Oily Dry

19.4% 1.2% 30.6% 8.5%

Combination Sensitive skin Don't know

25.0% 8.1% 7.3%

What is your skin type?
Base N = 248 - Coc Coc digital consumers
Skincare routine

01 Remove make-up 70.2%

02 Use face cleanser 92.3%

03 Scurb 50.8%

04 Use toner 41.1%

05 Use face mask 43.5%

06 Use eye cream 21.0%

07 Use treatment 29.0%

08 Use moisturizer 62.9%

09 Use sunscreen 62.1%

Which of the following steps does your skincare routine have?

Base N = 248 - Coc Coc digital consumers
Makeup
¼ of the skincare respondents have the tendency to make up on a regular basis, and those who do so also put on
the four skincare products more than the non-makeup users.

Do you make up on a regular basis? Product Penetration

Makeup regularly No makeup regularly

Yes No

Face moisturize Facial Body lotion Body wash

foam/gel/makeup
remover
Do you make up on a regular basis?
Do you have regular makeup?
Base N = 248 - Coc Coc digital consumers
 Attitude about Skincare
Consumers have a tendency to choose skincare products that could meet their needs in building & maintaining a
healthy, young, lively, shining, natural skin. They feel more assured after they take care of their skins.

Agreement with statements about skincare products

Urban 6-key-city consumers Coc Coc digital consumers

I like my skin to be healthy

I like my skin to look young

I like my skin to be lively

I like my skin to be naturally shining

I like my skin to be natural

I believe my skin looks its best after I take good care of it

I believe that branded skin care products made from natural

ingredients and with scientific technology are better
I always have skin problems in mind
All brands of skin cleansing and caring product are just the
same, so it’s not worth paying more for one than another
I don't want to take the trouble to care for my
skin

Regarding skincare products, which of the following statements do you agree?

Base: N = 256 - Urban 6-key-city consumers: 3D GroupM, 2022
Base N = 248 - Coc Coc digital consumers
Criteria for face products
While the urban 6-key-city consumers are most concerned about suitability, the digital consumers on Coc Coc pay
a great deal of attention to the trustworthiness of face products.

Most important factors when buying and/or using

a facial skincare brand

Urban 6-key-city consumers Coc Coc digital consumers

Suitable for all skin types

Trustworthiness
Recommended by dermatologists
Reasonable price
Well known/popularity
Variety/range
Premium brand image
Availability
Celebrity endorsements
International brand
Nice packaging
Promotion
Good advertising

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.

Most important factors when buying and/or using

a body skincare brand
Urban 6-key-city consumers Coc Coc digital consumers

Suitable for all skin types

Trustworthiness
Reasonable price
Well known/popularity
Premium brand image
Variety/range
Recommended by dermatologists
Availability
Celebrity endorsements
Nice packaging
International brand
Promotion
Good advertising

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

85.1% 45.6% 27.0% 24.7%

45.6% 39.5% 27.4% 33.9%
Department stores Convenience Store/ Minimart Local grocery store Pharmacy /Drug store

21.8% 17.5% 9.4% 5.1%

38.3% 16.5% 10.5% 40.7%
Wet market Other places Duty Free shops

3.4% 1.1% 0.5%

4.4% 8.5% 1.6%
Where do you usually buy skincare products?
Base: N = 256 - Urban 6-key-city consumers: 3D GroupM, 2022
Base N = 248 - Coc Coc digital consumers
Urban 6-key-city consumers - Coc Coc digital consumers
MEDIA TOUCHPOINT
Channels do you recall seeing or hearing Play important role in helping you choose skin-care
information/ advertising about any skin-care brand
products

90.7% WOM
75.0% WOM

75.2% Brand Activities

74.2% Online
53.8% Online

64.0% Traditional Channels 46.8% Brand Activities

30.4
Traditional channels
%

48.1% Outdoor ads/Ads inside building Outdoor ads/Ads inside

18.6% building

8.6% Advertising on transport

1.3% Ads in Hospital/ Clinic 2.7% None of above

8.1% 0.9% Advertising on transport

Ads in Hospital/ Clinic

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

TRANG TRAN NGAN NGUYEN KHUE TRAN THOA DOAN

GROUPM MEDIA ANALYST RESEARCH RESEARCH
KNOWLEDGE LEAD EXECUTIVE EXECUTIVE

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.

Cốc Cốc Research is a division of Cốc Cốc Ad

Platform, which is a component of Cốc Cốc. We
use data based on 28M users (from Cốc Cốc
Coc Coc Research Browser, Cốc Cốc Search Engine and Cốc Cốc
Survey Panel) to perform insightful research on
MAI LINH CHAU LE THU ANH NGUYEN THI NGOC ANH
market and user behavior.
B2B & RESEARCH MANAGER RESEARCHER RESEARCHER
Our effort as a commitment is to accompany
clients in their growth and success.
THANK YOU
sales@coccoc.com coccoc_qc

(024) 38 838 838 qc.coccoc.com