Pond's, Biore, and Nivea are the top 3 most popular facial cleanser brands in Vietnam. Pond's has the highest brand awareness and is most frequently seen in media advertisements. While Biore users are the most satisfied, Pond's has the highest customer loyalty and gains new customers switching from other brands. Overall, the facial cleanser market in Vietnam is highly competitive with many brands.

1. Facial Cleanser
Vietnam Popular Brand 2015
Popular Brand Index
March 2015

2. Table of content
2
Research Design P.3
Respondent Profile P.4
Research Concept P.5
Research Summary P.6
Detail Findings P.7

3. Research Design
3
Research Method Internet Sampling
Fieldwork Period 05th March 2015 – 10th March 2015
Research Area Vietnam (Nationwide)
Respondent Criteria Female only
Sample Size 770 samples
Survey Content Brand Awareness of Facial Cleanser
Brand Advertising Expansive of Facial Cleanser
Facial Cleanser Brands ever used
Facial Cleanser Brands used in the past 3 months
Facial Cleanser Brand used most often within the past 3 months
Facial Cleanser Brand choose to use in the future
Facial Cleanser Brand would recommend

4. Respondent Profile
4
Unit: %
45.8
32.7
21.4
Current Living Area
HCMC (n=353)
Ha Noi (n=252)
Others (n=165)
26.2
19.7
28.1
18.8
5.3
1.4 0.4
0.0
20.0
40.0
60.0
1 - 2.999.999
VND
3.000.000 -
4.499.999 VND
4.500.000 -
7.499.999 VND
7.500.000 -
14.999.999
VND
15.000.000 -
29.999.999
VND
30.000.000 -
49.999.999
VND
50.000.000
VND and above
Monthly Household Income
7%
45%29%
16%
3%
Age
16 - 19 y.o (n=53)
20 - 24 y.o (n=346)
25 - 29 y.o (n=226)
30 - 39 y.o (n=125)
40 y.o and above (n=20)

5. PBI (Popular Brand Index)
POPULAR
BRAND
INDEX
(PBI)
Top of Mind
(TOM)
Expansive
Last Used
Future
Intention
Additional Information :
•Top of Mind (TOM) = First brand mentioned by respondents.
•Expansive = Scope and spread of brand.
•Last Used/ Market Share = Total purchase or last used brand in past 3 months.
•Future Intention = Consumer intention to purchase brand.
Brand is one of the most important assets of the company and
also represent identity of a company. "Brand or trademark is a
name or symbol that is associated with the product/service and
cause psychological meaning/association".
In addition, the brand also works as a promotional tools, so that
a product with certain brand would likely to gain popularity or
awareness in the community and affect consumer behavior.
W&S study based on development of PBI (Popular Brand
Index) concept which included community top of mind brand,
expansive or spread of the brand, total purchase or last used of
the brand, and consumer intention to purchase brand.
Research Concept

6. Research Summary
6
Relative low general PBI confirms the high competitiveness of Facial Cleanser market
with many available alternatives.
 POND’s, Bioré and NIVEA are the top 3 popular facial cleansers among surveyed
consumers, and said to appear most often on media channels such as TV, newspaper or
magazines.
 POND’s gains highest Top-of-mind recall rate with 31.9% and 96.5% of recognition. The
brand has a rather high mean satisfaction score of 3.92/5.00, most repeated buyers as
well as mainly potential buyers switching from Bioré and NIVEA.
 Placed second among top recall brands with 96.5% is Bioré. With a mean score of
4.00/5.00, the brand has the most satisfied users. Therefore, Biore users are highly loyal
with their own brand, just following the leader Pond's (61.1% vs. 65.2%)
 Third-best recalled brand of the mass range is NIVEA, with a total awareness of 92.7%.
Despite a good mean satisfaction score of 3.89, the conversion rate of NIVEA is high with
56.6% and the brand is likely to lose 20.5% of current buyers to POND’s and Bioré.

7. DETAIL FINDINGS
7
1. Brand Awareness
2. Expansive
3. Frequent User
4. Loyalty/ Switching
5. Brand Satisfaction
6. PBI (Popular Brand Index)

8. 8
POND'
S
Bioré NIVEA
Clean
&Clea
r
Acnes Olay E100
Essan
ce
L'ORE
AL
OHUI
The
Face
Shop
THOR
AKAO
Skinfo
od
VICHY
Lanco
me
TOM 31.9 22.4 10.3 3.8 6.8 2.5 2.3 0.1 0.7 0.0 2.2 0.5 0.4 0.3 0.1
Spontaneous Awareness 68.4 54.0 43.2 23.7 32.8 14.3 10.7 2.0 2.2 1.6 7.4 4.0 2.7 1.6 1.0
Total Awareness 96.5 96.5 92.7 79.7 77.5 74.2 66.1 54.3 50.5 46.0 42.2 35.6 25.8 22.9 22.9
0.0
20.0
40.0
60.0
80.0
100.0
1. Brand Awareness
POND’s is best recalled among Facial Cleansers
 It gains both highest recall rates for TOM (31.9%) and Total awareness (96.5%).
 Placed second and third-best are Bioré and NIVEA of the mass range, with a total awareness of
96.5% and 92.7%, respectively.
Q. What product (brand) comes to your mind when mention Facial cleanser? [FA] (n=770)
Q. Please tell us all Facial cleanser products (brands) that you know or ever heard of in the list below? [MA] (n=770)

9. 9
2. Brand Expansive
POND’s dominates the media channels for Face cleanser
 More than half of the surveyed consumers chose POND’s as the brand they see most often on TV,
newspaper or magazines.
 Bioré and NIVEA comes second and third comparably with 15.7% and 11.2%.
Q. Which Facial cleanser brands that you often see information or advertisements on Newspapers / Magazines / TV /
Billboards? [SA] (n=770)
POND’S
56.2
Bioré
15.7
NIVEA
11.2
Acnes
6.9
Clean&Clear
3.5

10. 33.4
45.1
35.5
25.3
21.4
11.7
7.7
6.6
10.8
6.4
4.2
10.4
6.9
5.6
7.5
4.7
4.0
24.0
15.8
13.1
Not loyal / Advocate POND'S Bioré NIVEA Acnes Clean&Clear Others
3. Brand Repertoire
Unit: %
10
 POND’s, Bioré and NIVEA are the top 3 popular facial cleansers among surveyed consumers.
 33.4% of the consumers search for an alternative in next purchase while 66.6% are loyal to the
current brand. However, not all of them will recommend the brand to relatives/friends.
Q. Among the products using in the recent 3 months, which Facial cleanser brand you use most often? [SA] (n=770)
Q. Which Facial cleanser product you consider to buy in the next purchase? [SA] (n=770)
Q. Which Facial cleanser product will you recommend your friends, relatives, family? [SA] (n=770)
BRAND USE
MOST OFTEN
BRAND
LOYALTY
BRAND
ADVOCACY

11. 65.2
61.1
43.4
58.8
56.9
34.8
38.9
56.6
41.3
43.1
POND'S (n=273)
Bioré (n=90)
NIVEA (n=83)
Acnes (n=80)
Clean&Clear (n=58)
Loyal User Non-Loyal User
 Among top 5 brands, POND’s has the most repeated buyers with 65.2%, and gains main
proportion of potential customers switching from Bioré and NIVEA.
 Contrarily, the conversion rate of NIVEA is high with 56.6% and likely to lose 20.5% buyers to
POND’s and Bioré.
Q. Among the products using in the recent 3 months, which Facial cleanser brand you use most often? [SA] (n=770)
Q. Which Facial cleanser product you consider to buy in the next purchase? [SA] (n=770)
Unit: %
11
CURRENT
BRAND
BRAND FOR THE NEXT PURCHASE
POND'S Bioré NIVEA Acnes
Clean&
Clear
Others
POND'S (n=273) 65.2 2.9 4.0 5.1 2.6 20.1
Bioré (n=90) 12.2 61.1 3.3 6.7 0.0 16.7
NIVEA (n=83) 14.5 6.0 43.4 3.6 3.6 28.9
Acnes (n=80) 7.5 6.3 1.3 58.8 3.8 22.5
Clean&Clear
(n=58)
5.2 6.9 5.2 1.7 56.9 24.1
*Loyal / Non-Loyal User of current brand
4. Brand Loyalty/ Switching

12. 5. Brand Satisfaction
Bioré users are satisfied with their current brand the most, followed by POND’s
and Acnes closely.
Q. How satisfied are you with the Facial cleanser product used most often in recent 3 months? (n=770)
Unit: %
12
POND'S
(n=273)
Bioré
(n=90)
NIVEA
(n=83)
Acnes
(n=80)
Clean&Clea
r (n=58)
Totally dissatisfied 1.5 0.0 1.2 0.0 1.7
Dissatisfied 0.7 0.0 1.2 2.5 0.0
Neither satisfied nor dissatisfied 19.8 15.6 19.3 16.3 24.1
Satisfied 60.4 68.9 63.9 68.8 67.2
Totally satisfied 17.6 15.6 14.5 12.5 6.9
0.0
20.0
40.0
60.0
80.0
100.0
Mean 3.92 4.00 3.89 3.91 3.78

13. Rank
Facial Cleanser
Brands
Popular Brand
Index
1 POND'S 36.9
2 Bioré 15.4
3 NIVEA 9.9
4 Acnes 8.5
5 Clean&Clear 5.2
The PBI is obtained by Internet Sampling method, where using online panel with 770
respondents of Vinaresearch proprietary panel’s database. The results obtained for
Facial Cleanser Products with PBI concept are:
6. Popular Brand Index Results (PBI)
13
 Within the mass range, POND’s gains highest Popular Brand Index with
36.9% and Bioré follows with 15.4%.
 Relative low general PBI also confirms the high competitiveness of Facial
Cleanser market with many alternatives.
Q. What product (brand) comes to your mind when mention Facial cleanser? [FA] (n=770)
Q. Which Facial cleanser brands that you often see information or advertisements on Newspapers / Magazines / TV / Billboards? [SA] (n=770)
Q. Among the products using in the recent 3 months, which Facial cleanser brand you use most often? [SA] (n=770)
Q. Which Facial cleanser product you consider to buy in the next purchase? [SA] (n=770)

14. W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and
‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members panel with
various segmentations across Vietnam.
FOR FURTHER INQUIRIES, PLEASE CONTACT:
W&S Joint Stock Company
» Address: Floor 10, 40 Pham Ngoc Thach St., District 3,
HCMC
» Office phone: (848) 38 223 215 Fax: (848) 38 223 216
» Email: info@vinaresearch.jp
» Website: http://vinaresearch.jp/
The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of this
survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address
http://vinaresearch.jp).