Hair Care in Vietnam: Euromonitor International July 2020

Hair Care in Vietnam
Euromonitor International
July 2020
HAIR CARE IN VIETNAM Passport i
LIST OF CONTENTS AND TABLES

HEADLINES ................................................................................................................................. 1
PRE-COVID-19 PERFORMANCE ............................................................................................... 1
Demand for natural and herbal brands boosted by rising environmental awareness................ 1
Growing threat posed by availability of unauthorised products ................................................. 1
International brands leverage financial strength to lead sales .................................................. 1
2020 AND BEYOND ..................................................................................................................... 2
COVID-19 impact...................................................................................................................... 2
Affected products within premium beauty and personal care ................................................... 2
Recovery and opportunities ...................................................................................................... 3
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Hair Care by Category: Value 2014-2019 ...................................... 3
Table 2 Sales of Hair Care by Category: % Value Growth 2014-2019 ...................... 3
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2014-2019 .................... 4
Table 4 NBO Company Shares of Hair Care: % Value 2015-2019 ........................... 4
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value
2015-2019 .................................................................................................... 5
Table 6 LBN Brand Shares of Hair Care: % Value 2016-2019 .................................. 5
Table 7 LBN Brand Shares of Colourants: % Value 2016-2019 ................................ 6
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-
2019 ............................................................................................................. 7
Table 9 LBN Brand Shares of Styling Agents: % Value 2016-2019 .......................... 7
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2016-2019 .................. 8
Table 11 Forecast Sales of Hair Care by Category: Value 2019-2024........................ 8
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024 ....... 9
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-
2024 ............................................................................................................. 9
© Euromonitor International
HAIR CARE IN VIETNAM Passport 1
HAIR CARE IN VIETNAM

HEADLINES
▪ The COVID-19 lockdown and economic uncertainty prompt consumers to cut back on hair
care spending in 2020
▪ Hair care current retail value sales increase by 5% to reach VND15.7 trillion in 2019
▪ Value sales are boosted by rising demand for natural and organic products
▪ Salon professional hair care leads growth in 2019, with current retail value sales rising by
10%
▪ Unilever Vietnam International continues to lead sales in 2019, posting a retail value share of
35%
▪ Over the forecast period, hair care is expected to post a retail value CAGR of 8% at current
2019 prices (3% constant value), with sales reaching VND22.6 trillion in 2024
PRE-COVID-19 PERFORMANCE
Demand for natural and herbal brands boosted by rising environmental

awareness
▪ Hair care continues to post healthy growth in Vietnam. Both manufacturers and Vietnamese
consumers are paying greater attention to herbal and naturally positioned products due to
increasing interest in health and wellbeing. Moreover, since air and water pollution has
become more serious in Vietnam, more and more consumers are willing to spend on natural
and herbal products for hair care treatment such as for dandruff and moisturising. Following
this trend, many new brands offering natural or herbal ingredients were launched, such as
shampoos Thai Duong 3 and Thai Duong 7 (Sao Thai Duong), which Vietnamese consumers
eagerly welcomed due to their traditional herbal ingredients specifically for dandruff treatment.
▪ Natural and organic products are expected to continue to gain more attention from local
consumers due to higher demand and environmental product trends in Vietnam.
Consequently, a growing number of both international and local players will focus on
developing new products that contain natural extracts or organic ingredients.
Growing threat posed by availability of unauthorised products

Over the review period, the volume of unauthorised products entering the Vietnamese
marketplace increased considerably, together with higher demand for hair care products.
Although there is a plethora of hair care products available in the legitimate retailing market, a
significant number of Vietnamese consumers prefer purchasing unauthorised brands due to
their strong belief in the quality of imported brands from developed countries such as the US,
Korea and Japan. In Vietnam, this trend has had a negative effect on value growth of hair care
for several years. However, as the government is making progress in controlling the volume of
unauthorised imports and requires small online companies or individuals to pay taxes if they
want to continue doing business, value sales of legitimate products will likely improve.
International brands leverage financial strength to lead sales

Unilever continues to lead sales within hair care, mainly thanks to its dynamic marketing
activities, huge financial capacity and product innovation. Over the past year, the company
launched various new products with different ingredients and functions to gain the attention of
Vietnamese consumers. For example, the company recently launched a new hair care collection
called Love Beauty and Planet which is made from natural ingredients and promoted for a
sustainable lifestyle, receiving much more attention from Vietnamese consumers
International players continues to dominate sales due to their wide distribution networks,
strong financial strength and dynamic marketing activities. Since Vietnam signed various FTAs
with developed countries like South Korea, Japan and Australia over the review period, the
market is predicted to be more competitive due to the appearance of new international players.
Among those countries, players from South Korea are predicted to penetrate the market
particularly strongly due to the popularity of K-pop culture.
Local players continue to account for a small share of overall hair care value sales due to
limited financial capacity. In order to compete with foreign brands, most local companies have
started to focus on developing natural and organic products. For example, Thorakao Vietnam
has been very successful with its grapefruit brand in the last two years, generating strong
interest among Vietnamese consumers.
2020 AND BEYOND
COVID-19 impact
Hair care is now expected to post an increase of 2% in 2020 in 2019 constant value terms in
light of the impact of COVID-19. Although social distancing was only applied in April 2020, most
people and some businesses started to work from home by the end of February 2020.
Consequently, demand for hair care has been negatively impacted in 2020. The pandemic and
ensuing lockdown over mid-March to mid-May 2020 resulted in consumers spending more time
at home, encouraging many to take a more relaxed approach to hair care regimes. Many
consumers have become less concerned over the impact of urban pollution on their hair and
scalp health due to spending more time indoors. Given a sharp rise in economic uncertainty as
a result of the pandemic, many people are opting to cut back on spending where possible. While
there was a degree of stockpiling at the start of the pandemic, this will be insufficient to support
sales growth for the year overall.
Most product areas across hair care are expected to be negatively impacted in volume and
value terms in 2020 as a result of the COVID-19 lockdown and rising economic uncertainty. An
increasing number of consumers have stripped back their hair care regimes and are making
fewer purchases as they seek to save money. More consumers are thus expected to make only
replacement purchases in hair care, rather than buying a range of products.
Affected products within premium beauty and personal care

The government decided to close most entertainment locations such as shopping malls and
spas due to social distancing measures in April 2020. However, supermarkets, hypermarkets,
convenience stores and pharmacies were still allowed to open. Nevertheless, many people still
preferred to stay at home and shop online. Major product areas such as standard shampoos,
conditioners and treatments and styling agents all face slower than expected volume gains due
to less frequent usage as a result of stay-at-home measures. In addition, price fluctuations will
also have an impact. For example, styling agents are likely to see heavy discounting as retailers
seek to shift stock.
Salons closed for part of the lockdown, contributing to a decline in salon professional hair
care, with retailers offering these products and also seeking to shift stock via e-commerce
through heavy discounting. On the other hand, the fact that stay-at-home measures created
more time for DIY beauty procedures helped to boost retail demand for products in categories
such as colourants, conditioners and treatments and hair removers/bleaches.
Recovery and opportunities

Following sharp value decline in 2020, hair care growth is expected to start to normalise from
2021. As consumers return to work and begin socialising away-from-home once more, the
health and appearance of their hair will become a more pressing concern again. This offers
some growth opportunities in hair care over the forecast period, with the small niches of hair
loss treatments and medicated shampoos in particular set to see good growth as consumers
focus on hair health. Growth is also expected in colourants and conditioners and treatments,
with naturally-positioned products likely to appeal to health-conscious consumers in the former
and scalp and hair health products likely to attract many in conditioners and treatments.
However, many consumers will remain highly price-sensitive for some years to come.
Consequently, affordable mass brands that are able to offer hair care with healthy positioning
are expected to see the best performance, particularly if they are able to drive sales growth via
price promotions. Most product areas will thus see unit prices stagnate or decline at constant
2019 prices, with salon professional hair care likely to be hit hardest by discounting as retailers
attempt to shift stock.
Due to the COVID-19 epidemic, digital marketing has become a significant channel for
companies to advertise their products and increase brand representation. For example, Unilever
Vietnam International, with its popular Sunsilk brand, created a mini game on its Facebook page
named “Beyond Silky beyond COVID from Sunsilk” in April 2020. To join the challenge,
customers can make 15 second long video clips for applications such as TikTok, Instagram, etc.
The winner receives an e-voucher from Viettravel tourist company worth up to VND10 million.
Overall, most companies are focusing on investing in digital marketing activities in a bid to
overcome the impact of COVID-19.
CATEGORY DATA
Table 1 Sales of Hair Care by Category: Value 2014-2019
VND billion
2014 2015 2016 2017 2018 2019
2-in-1 Products - - - - - -
Colourants 431.9 463.0 494.9 532.0 577.2 629.2
Conditioners and 1,172.4 1,312.0 1,377.6 1,350.0 1,255.5 1,217.8
Treatments
Hair Loss Treatments - - - - - -
Perms and Relaxants 6.7 7.5 8.4 9.2 10.1 11.0
Salon Professional Hair 349.8 391.8 421.4 456.1 498.0 545.3
Care
Shampoos 9,554.0 10,357.1 11,083.4 11,750.1 12,340.0 13,020.6
- Medicated Shampoos 53.9 59.1 64.5 70.0 75.9 82.0
- Standard Shampoos 9,500.1 10,298.1 11,018.9 11,680.1 12,264.1 12,938.6
Styling Agents 181.2 212.0 233.2 251.9 273.3 297.9
Hair Care 11,696.0 12,743.3 13,618.9 14,349.3 14,954.2 15,721.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Sales of Hair Care by Category: % Value Growth 2014-2019
% current value growth

2018/19 2014-19 CAGR 2014/19 Total
2-in-1 Products - - -
Colourants 9.0 7.8 45.7
Conditioners and Treatments -3.0 0.8 3.9
Hair Loss Treatments - - -
Perms and Relaxants 8.4 10.2 62.8
Salon Professional Hair Care 9.5 9.3 55.9
Shampoos 5.5 6.4 36.3
- Medicated Shampoos 8.0 8.7 52.1
- Standard Shampoos 5.5 6.4 36.2
Styling Agents 9.0 10.5 64.4
Hair Care 5.1 6.1 34.4
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
% retail value rsp

2014 2015 2016 2017 2018 2019
Mass 96.1 96.0 95.8 95.7 95.4 95.2

Premium 3.9 4.0 4.2 4.3 4.6 4.8
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 4 NBO Company Shares of Hair Care: % Value 2015-2019
% retail value rsp

Company 2015 2016 2017 2018 2019
Unilever Vietnam 39.1 38.8 37.4 35.9 35.2

International Co Ltd
Procter & Gamble 14.4 14.1 13.3 12.3 11.9
Vietnam Ltd
Unza Vietnam Co Ltd 6.0 5.7 5.3 5.0 4.6
International Consumer 4.9 4.8 4.6 4.5 4.3
Products Co Ltd
L'Oréal Vietnam Co Ltd 1.8 1.9 1.9 2.1 2.3
Sao Thai Duong 2.3 2.3 2.1 1.9 1.7
Cosmetics JSC
LG Vina Cosmetics Co Ltd 0.8 0.8 0.9 0.9 1.0
Hoyu Corp 0.8 0.8 0.9 0.9 1.0
Dai Viet Huong Trading 0.7 0.7 0.6 0.5 0.4
Manufacturing Co Ltd
Mascolo Ltd 0.4 0.4 0.4 0.4 0.4
Creative Nature Group 0.4 0.4 0.4 0.4 0.4
Henkel Vietnam Co Ltd 0.4 0.3 0.4 0.4 0.3
John Paul Mitchell 0.3 0.3 0.3 0.3 0.3
Systems Inc
Amway Vietnam Ltd 0.5 0.4 0.3 0.3 0.3
Oriflame Vietnam Ltd 0.1 0.2 0.3 0.3 0.3
Janssen-Cilag Ltd 0.1 0.1 0.1 0.1 0.1
Colgate-Palmolive 0.2 0.2 0.2 0.1 0.1
(Vietnam) Co Ltd
Mandom Vietnam Co Ltd 0.1 0.1 0.1 0.1 0.1
Revlon Inc 0.1 0.1 0.1 0.1 0.1
Rohto-Mentholatum 0.1 0.1 0.1 0.1 0.1
Vietnam Co Ltd
Shiseido Cosmetics 0.1 0.1 0.1 0.1 0.1
Vietnam Co Ltd
AmorePacific Vietnam JSC 0.1 0.1 0.1 0.1 0.1
Others 26.3 27.4 30.2 33.2 34.7
Total 100.0 100.0 100.0 100.0 100.0
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
% retail value rsp

Company 2015 2016 2017 2018 2019
L'Oréal Vietnam Co Ltd 50.2 50.7 52.2 54.9 58.7

Mascolo Ltd 14.1 13.7 13.2 12.9 12.7
Creative Nature Group 12.4 12.4 11.7 10.9 10.3
John Paul Mitchell 9.5 9.3 9.3 9.3 9.5
Systems Inc
Shiseido Cosmetics 3.2 3.1 3.0 2.8 2.6
Vietnam Co Ltd
AmorePacific Vietnam JSC 2.7 2.5 2.4 2.2 2.0
Others 7.9 8.2 8.3 7.0 4.2
Total 100.0 100.0 100.0 100.0 100.0
Table 6 LBN Brand Shares of Hair Care: % Value 2016-2019
% retail value rsp

Brand (GBO) Company (NBO) 2016 2017 2018 2019
Clear (Unilever Unilever Vietnam 12.8 12.1 11.5 11.5

Group) International Co Ltd
Sunsilk (Unilever Unilever Vietnam 9.7 9.8 9.5 9.5
Dove (Unilever Group) Unilever Vietnam 8.8 8.2 7.7 7.3
International Co Ltd
X-Men (Marico Ltd) International Consumer 4.8 4.6 4.5 4.3
Products Co Ltd
Pantene (Procter & Procter & Gamble 4.9 4.6 4.3 4.1
Gamble Co, The) Vietnam Ltd
Head & Shoulders Procter & Gamble 4.0 4.1 4.1 4.0
(Procter & Gamble Vietnam Ltd
Co, The)
Clear Men (Unilever Unilever Vietnam 3.9 3.8 3.7 3.6
Romano (Wipro Ltd) Unza Vietnam Co Ltd 3.8 3.7 3.7 3.6
Rejoice (Procter & Procter & Gamble 4.8 4.2 3.6 3.4
L'Oréal L'Oréal Vietnam Co Ltd 1.6 1.7 1.8 2.0
Professionnel
(L'Oréal Groupe)
Lifebuoy (Unilever Unilever Vietnam 2.5 2.3 2.1 1.8

Thai Duong Sao Thai Duong 2.3 2.1 1.9 1.7
Cosmetics JSC
TRESemmé (Unilever Unilever Vietnam 1.0 1.2 1.4 1.6
Enchanteur (Wipro Unza Vietnam Co Ltd 1.9 1.6 1.3 1.1
Ltd)
Double Rich (LG LG Vina Cosmetics Co Ltd 0.8 0.9 0.9 1.0
Household & Health
Care Ltd)
Bigen (Hoyu Co Ltd) Hoyu Corp 0.8 0.9 0.9 1.0
Ramus Dai Viet Huong Trading 0.7 0.6 0.5 0.4
Manufacturing Co Ltd
TIGI (Unilever Group) Mascolo Ltd 0.4 0.4 0.4 0.4
Davines (Davines SpA) Creative Nature Group 0.4 0.4 0.4 0.4
Wella (Coty Inc) Procter & Gamble 0.4 0.3 0.3 0.3
Vietnam Ltd
Paul Mitchell John Paul Mitchell 0.3 0.3 0.3 0.3
Systems Inc
Satinique (Amway Amway Vietnam Ltd 0.4 0.3 0.3 0.3
Corp)
Oriflame (Oriflame Oriflame Vietnam Ltd 0.2 0.3 0.3 0.3
Cosmetics SA)
Syoss (Henkel AG & Henkel Vietnam Co Ltd 0.2 0.2 0.2 0.2
Co KGaA)
Nizoral (Alliance Janssen-Cilag Ltd - - 0.1 0.1
Pharma Plc)
Palmolive (Colgate- Colgate-Palmolive 0.2 0.2 0.1 0.1
Palmolive Co) (Vietnam) Co Ltd
Gatsby (Mandom Corp) Mandom Vietnam Co Ltd 0.1 0.1 0.1 0.1
Revlon Colorsilk Revlon Inc 0.1 0.1 0.1 0.1
Selsun (Rohto Rohto-Mentholatum 0.1 0.1 0.1 0.1
Pharmaceutical Co Vietnam Co Ltd
Ltd)
Elsève (L'Oréal L'Oréal Vietnam Co Ltd 0.1 0.1 0.1 0.1
Groupe)
Nizoral (Johnson & Janssen-Cilag Ltd 0.1 0.1 - -
Johnson Inc)
Others Others 27.9 30.7 33.6 35.1
Total Total 100.0 100.0 100.0 100.0
Table 7 LBN Brand Shares of Colourants: % Value 2016-2019
% retail value rsp

Bigen (Hoyu Co Ltd) Hoyu Corp 22.9 24.1 24.4 24.4

Household & Health
Care Ltd)
Syoss (Henkel AG & Henkel Vietnam Co Ltd 5.7 6.0 5.8 5.5
Co KGaA)
Vietnam Ltd
Revlon Colorsilk Revlon Inc 2.9 3.0 2.9 2.8
Schwarzkopf Igora Henkel Vietnam Co Ltd 3.2 3.2 3.0 2.8
Vital (Henkel AG &

Co KGaA)
L'Oréal Paris L'Oréal Vietnam Co Ltd 2.1 2.1 2.1 2.0
(L'Oréal Groupe)
Garnier (L'Oréal L'Oréal Vietnam Co Ltd 1.2 1.1 1.1 1.0
Groupe)
Oriflame (Oriflame Oriflame Vietnam Ltd 0.2 0.3 0.3 0.3
Cosmetics SA)
Wella (Procter & Procter & Gamble - - - -
Others Others 37.8 35.7 35.0 34.7
Total Total 100.0 100.0 100.0 100.0
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
% retail value rsp


Professionnel
(L'Oréal Groupe)
Systems Inc
Carita (L'Oréal Shiseido Cosmetics 3.1 3.0 2.8 2.6
Groupe) Vietnam Co Ltd
Dantrol AmorePacific Vietnam JSC 2.5 2.4 2.2 2.0
(AmorePacific Corp)
Carita (Shiseido Co Shiseido Cosmetics - - - -
Ltd) Vietnam Co Ltd
Others Others 8.2 8.3 7.0 4.2
Total Total 100.0 100.0 100.0 100.0
Table 9 LBN Brand Shares of Styling Agents: % Value 2016-2019
% retail value rsp

X-Men (Marico Ltd) International Consumer 57.1 56.1 53.7 50.8

Products Co Ltd
Romano (Wipro Ltd) Unza Vietnam Co Ltd 11.8 12.3 12.0 11.5
Gatsby (Mandom Corp) Mandom Vietnam Co Ltd 5.8 6.2 6.4 6.5
Vietnam Ltd
Jacqualine Jacqualine International 2.5 2.4 2.3 2.1
L'Oréal Studio Line L'Oréal Vietnam Co Ltd 2.2 2.1 2.0 2.0
(L'Oréal Groupe)
Household & Health
Care Ltd)
Taft for Men Henkel Vietnam Co Ltd 1.5 0.8 0.7 0.7
(Henkel AG & Co KGaA)
Brylcreem (Unilever Unilever Vietnam 3.4 3.1 - -

Pantene (Procter & Procter & Gamble 0.5 0.2 - -
Oriflame (Oriflame Oriflame Vietnam Ltd 0.1 0.0 - -
Cosmetics SA)
Lander Light Ascendia Brands Inc - - - -
Control Styling Gel
Avon (Avon Products Avon Cosmetics Vietnam - - - -
Inc) Ltd
Dr Men International Consumer - - - -
Products Co Ltd
Dr Men (Marico Ltd) International Consumer - - - -
Products Co Ltd
X-Men International Consumer - - - -
Products Co Ltd
Wella (Procter & Procter & Gamble - - - -
Others Others 6.9 9.0 15.4 19.4
Total Total 100.0 100.0 100.0 100.0
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
% retail value rsp


Professionnel
(L'Oréal Groupe)
Systems Inc
Satinique (Amway Amway Vietnam Ltd 8.4 6.5 6.2 6.1
Corp)
Carita (L'Oréal Shiseido Cosmetics 2.3 2.2 2.0 1.9
Groupe) Vietnam Co Ltd
Dantrol AmorePacific Vietnam JSC 1.9 1.7 1.6 1.5
(AmorePacific Corp)
Nu Skin (Nu Skin Nu Skin Vietnam Co Ltd 0.2 0.4 0.6 0.8
Enterprises Inc)
Carita (Shiseido Co Shiseido Cosmetics - - - -
Ltd) Vietnam Co Ltd
Others Others 23.1 26.0 25.7 24.3
Total Total 100.0 100.0 100.0 100.0
Table 11 Forecast Sales of Hair Care by Category: Value 2019-2024
VND billion
2019 2020 2021 2022 2023 2024
2-in-1 Products - - - - - -
Colourants 629.2 695.6 759.6 821.1 881.4 935.8
Conditioners and 1,217.8 1,231.2 1,254.4 1,277.7 1,302.8 1,330.3

Treatments
Hair Loss Treatments - - - - - -
Perms and Relaxants 11.0 11.3 11.6 11.9 12.3 12.6
Salon Professional Hair 545.3 541.4 616.6 658.5 705.9 758.2
Care
Shampoos 13,020.6 13,287.1 13,642.6 14,024.0 14,458.4 14,921.2
- Medicated Shampoos 82.0 84.6 87.2 89.6 92.0 94.4
- Standard Shampoos 12,938.6 13,202.5 13,555.5 13,934.4 14,366.4 14,826.8
Styling Agents 297.9 297.0 299.1 306.8 317.3 332.5
Hair Care 15,721.8 16,063.5 16,583.9 17,100.1 17,678.0 18,290.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
% constant value growth

2019/2020 2019-24 CAGR 2019/24 Total
2-in-1 Products - - -
Colourants 10.6 8.3 48.7
Conditioners and Treatments 1.1 1.8 9.2
Hair Loss Treatments - - -
Perms and Relaxants 2.8 2.8 14.8
Salon Professional Hair Care -0.7 6.8 39.0
Shampoos 2.0 2.8 14.6
- Medicated Shampoos 3.2 2.9 15.1
- Standard Shampoos 2.0 2.8 14.6
Styling Agents -0.3 2.2 11.6
Hair Care 2.2 3.1 16.3
trade sources
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024
% retail value rsp

2019 2020 2021 2022 2023 2024
Mass 95.2 95.2 94.7 94.6 94.5 94.3

Premium 4.8 4.8 5.3 5.4 5.5 5.7
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade sources

Hair Care in Vietnam: Euromonitor International July 2020

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Hair Care in Vietnam

LIST OF CONTENTS AND TABLES

HAIR CARE IN VIETNAM

Demand for natural and herbal brands boosted by rising environmental

Growing threat posed by availability of unauthorised products

International brands leverage financial strength to lead sales

2020 AND BEYOND

Affected products within premium beauty and personal care

Recovery and opportunities

Table 2 Sales of Hair Care by Category: % Value Growth 2014-2019

% current value growth

Table 3 Sales of Hair Care by Premium vs Mass: % Value 2014-2019

% retail value rsp

Mass 96.1 96.0 95.8 95.7 95.4 95.2

Table 4 NBO Company Shares of Hair Care: % Value 2015-2019

% retail value rsp

Unilever Vietnam 39.1 38.8 37.4 35.9 35.2

% retail value rsp

L'Oréal Vietnam Co Ltd 50.2 50.7 52.2 54.9 58.7

Table 6 LBN Brand Shares of Hair Care: % Value 2016-2019

% retail value rsp

Clear (Unilever Unilever Vietnam 12.8 12.1 11.5 11.5

Lifebuoy (Unilever Unilever Vietnam 2.5 2.3 2.1 1.8

Table 7 LBN Brand Shares of Colourants: % Value 2016-2019

% retail value rsp

Bigen (Hoyu Co Ltd) Hoyu Corp 22.9 24.1 24.4 24.4

Vital (Henkel AG &

% retail value rsp

L'Oréal L'Oréal Vietnam Co Ltd 50.7 52.2 54.9 58.7

Table 9 LBN Brand Shares of Styling Agents: % Value 2016-2019

% retail value rsp

X-Men (Marico Ltd) International Consumer 57.1 56.1 53.7 50.8

Brylcreem (Unilever Unilever Vietnam 3.4 3.1 - -

Table 10 LBN Brand Shares of Premium Hair Care: % Value 2016-2019

% retail value rsp

L'Oréal L'Oréal Vietnam Co Ltd 37.7 38.2 39.9 42.2

Table 11 Forecast Sales of Hair Care by Category: Value 2019-2024

Conditioners and 1,217.8 1,231.2 1,254.4 1,277.7 1,302.8 1,330.3

Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024

% constant value growth

Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

% retail value rsp

Mass 95.2 95.2 94.7 94.6 94.5 94.3

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