COSMETIC CONSUMPTION TRENDS OF VIETNAMESE YOUNG PEOPLE – A CASE STUDY OF HIGH SCHOOL AND UNIVERSITY STUDENTS IN HANOI

Abstract

Our beauty demands are significantly increasing with the rapid development of the Global Economy. The use of cosmetic products has become prevalent among Vietnamese youth. In this article, the research team concentrates on collecting and analyzing data on cosmetics consumer trends of Vietnamese teenagers - research of high school and university students in Hanoi. The research yields some important results: Young people are becoming more interested in natural and time-saving trends toward beauty. The top concerns in using cosmetic products are skincare, haircare, and body odor. Make-up is also catching teenagers’ attention, but the number of young people frequently doing makeup is inconsiderable, mainly due to the lack of knowledge, interest, and time for this field. In addition, the use of cosmetic products is mostly influenced by personal preferences, opinions of friends/relatives, and cultural tastes. The purchase of cosmetic products is driven by prices, brand names, and ingredients. Adolescents also tend to use some healthy products, such as cosmeceutical or vegan ones, to overcome the problems of unclear origins or irritating ingredients. Besides, high school and university students have low financial capacities; therefore, their money spent on cosmetic products is not too high, and the number of cosmetic products owned is not too many. Finally, the improvement of technology has led to two trends among teenagers: the convenience of cosmetic-related information searching and the widespread presence of shopping through e-commerce platforms.