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Vietnamese women up makeup spending

By Dat Nguyen   February 13, 2019 | 02:37 am PT
Vietnamese women up makeup spending
Lipstick is carried by 88 percent of Vietnamese women, according to a survey by Q&Me. Photo by Shutterstock/Dragon Images
More Vietnamese women are wearing makeup and spending more on makeup products, a new survey finds.

The survey finds that Vietnamese women spend an average of VND300,000 ($13) on makeup products a month, with those with higher incomes spending even more.

This number marks an increase of 5.4 percent from VND284,000 ($12.2) in 2016, says market research firm Q&Me, which carried out the survey.

Women with higher incomes spend more on makeup products, the survey found. Those with an income of over VND20 million ($865) spend VND442,000 ($19) per month on average, while those with less than VND10 million ($433) spend just VND215,000 ($9).

Over half, 51 percent, of the respondents said they apply makeup at least once a week, and 30 percent said they do so every day.

The ratio of those who do not use makeup decreased from 24 percent in 2016 to just 14 percent this year.

Women with higher incomes make up more often, the survey found. Forty-two percent of those who make more than VND20 million ($865) a month make up every day, while only 24 percent of those who make less than VND10 million ($433) per month do so every day.

The most popular occasion to wear makeup is for a party, 87 percent of respondents said, followed by hanging out with friends (61 percent) and dating (52 percent).

Skincare is the most used makeup product, with 73 percent of respondents saying they use it at least once a week.

Lipstick is the most popular makeup item, carried by 88 percent of respondents whenever they go out of their homes.

The time taken to make up has increased in recent years, the survey found. The ratio of respondents who make up in 10 minutes or less dropped from 51 percent in 2016 to 33 percent this year, while the percentage of those who take 11-30 minutes increased from 48 percent to 62 percent.

Online shopping is the most popular way to buy makeup products, with 57 percent of respondents choosing this option, of whom 39 percent said they shop online every month.

The main reason they shop online is convenience, 44 percent of respondents said, followed by better quality (43 percent) and good price (40 percent).

The most frequent online shoppers of makeup products are women aged 23-29 with monthly incomes of over VND20 million ($865).

Shopee as the most popular online shopping service, with 59 percent of respondents saying they have used it before, followed by Lazada (43 percent) and Facebook (40 percent).

The survey polled 500 women aged 16-39 in Hanoi, Ho Chi Minh City and other localities.

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