Johnson’s baby is market leader with 45% market share Find more at: https://www.di-onlinesurvey.com

1. STUDY ABOUT BABIES’ SHOWER GEL IN
VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Apr, 2017

2. 1
SURVEY DESIGN
 This survey was conducted to study about Babies’ shower gel in Vietnam
 Methodology: Online survey
 Fieldwork time: 5 days (20/03/2017 – 24/03/2017)
 Sample size: N = 216
 Geography: Nationwide

3. 2
RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
 Age : Above 18
 Gender : Female
 Marital status : Married & had children
 Occupation : Except Pupils
 Geography : Vietnam - Nationwide

4. 4
N = 216
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
21%
5%
5%
26%
43%
Other
Da Nang
Hai Phong
Hanoi
Ho Chi Minh
9%
35%
46%
10%
Over 35
31-35
25-30
18-24
4%
1%
5%
5%
12%
19%
56%
Other
Job seeker / Retired
Housewife
Worker
Engineer / Doctor / Teacher
Self-employed
Officer
0%
100%
Male
Female

5. 5
1) Awareness and Usage
2) Baby shower gel for skin diseases
CONTENT

6. 6
JOHNSON’S BABY (51%) IS THE TOP OF MIND BRAND REFERRING TO BABY
SHOWER GEL
Referring to baby shower gel, which brand do you first think of?
(Free answer) (Comparison by location)
N = 92N = 216 N = 57 N = 67
2%
0%
0%
0%
1%
1%
1%
1%
1%
2%
2%
2%
6%
13%
16%
51%
0% 50% 100%
I don't know/ I don't remember
Penaten
Dr Brown's
Kodomo
Cetaphil
Lifebouy
Pureen
Beevin
Dove
Dnee
Chicco
Mamamy
Bubchen
Pigeon
Lactacyd baby
Johnson's baby
Total
0%
0%
1%
0%
1%
1%
1%
0%
3%
2%
0%
1%
7%
16%
12%
54%
0% 50% 100%
Ho Chi Minh
2%
2%
0%
0%
0%
2%
0%
2%
0%
2%
4%
7%
5%
9%
19%
47%
0% 50% 100%
Hanoi
4%
0%
0%
1%
1%
0%
1%
3%
0%
1%
4%
0%
4%
10%
18%
49%
0% 50% 100%
Other

7. 7
Do you know which baby shower brands are on the list below?
(Comparison by location)
JOHNSON’S BABY (82%), PIGEON (63%), LACTACYD BABY (50%) ARE TOP
THREE WELL-KNOWN BABY SHOWER GEL BRANDS IN VIETNAM
N = 92N = 216 N = 57
6%
4%
6%
7%
7%
7%
10%
10%
13%
14%
16%
16%
18%
21%
22%
25%
50%
63%
82%
0% 50% 100%
Other
Beevin
Chinoshio
Biolane
Dr. Brown's
Skina babe
Sanosan
Babylub
Cetaphil
Baby magic
Komodo
Phytobebe
Chicco
Pureen
Bubchen
Dove
Lactacyd baby
Pigeon
Johnson's Baby
Total
8%
1%
5%
4%
8%
3%
10%
5%
11%
14%
14%
15%
18%
24%
22%
29%
39%
62%
76%
0% 50% 100%
Ho Chi Minh
7%
5%
9%
14%
9%
14%
12%
16%
12%
18%
14%
16%
19%
18%
21%
18%
54%
58%
84%
0% 50% 100%
Hanoi
3%
6%
3%
4%
6%
7%
7%
10%
18%
12%
19%
18%
16%
19%
24%
25%
60%
67%
90%
0% 50% 100%
Other
N = 67

8. 8
Do you know which baby shower brands are on the list below?
(Comparison by age)
JOHNSON’S BABY (82%), PIGEON (63%), LACTACYD BABY (50%) ARE TOP
THREE WELL-KNOWN BABY SHOWER GEL BRANDS IN VIETNAM
N = 121N = 216 N = 95
6%
4%
6%
7%
7%
7%
10%
10%
13%
14%
16%
16%
18%
21%
22%
25%
50%
63%
82%
0% 20% 40% 60% 80% 100%
Other
Beevin
Chinoshio
Biolane
Dr. Brown's
Skina babe
Sanosan
Babylub
Cetaphil
Baby magic
Komodo
Phytobebe
Chicco
Pureen
Bubchen
Dove
Baby Lactacyd
Pigeon
Johnson's Baby
Total
7%
4%
7%
6%
8%
8%
10%
12%
15%
14%
17%
14%
21%
22%
25%
31%
49%
57%
86%
0% 20% 40% 60% 80% 100%
18 - 30
4%
3%
4%
8%
6%
6%
9%
6%
12%
15%
14%
19%
15%
19%
19%
18%
51%
69%
78%
0% 20% 40% 60% 80% 100%
Over 30

9. 9
JOHNSON’S BABY (45%), LACTACYD BABY (18%) AND PIGEON (16%) ARE THE
TOP MOST USED BABY SHOWER GEL BRANDS IN VIETNAM
The daily shower gel brand you use for your baby is:
(Comparison by location)
N = 92N = 216 N = 57 N = 67
5%
1%
1%
1%
3%
4%
6%
16%
18%
45%
0% 50% 100%
Other
Baby magic
Phytobebe
Pureen
Chicco
Dove
Bubchen
Pigeon
Lactacyd baby
Johnson's Baby
Total
5%
2%
1%
2%
1%
5%
7%
17%
16%
42%
0% 50% 100%
Ho Chi Minh
2%
0%
0%
0%
4%
4%
4%
14%
18%
56%
0% 50% 100%
Hanoi
7%
1%
3%
1%
4%
1%
7%
15%
19%
39%
0% 50% 100%
Other

10. 10
JOHNSON’S BABY (45%), LACTACYD BABY (18%) AND PIGEON (16%) ARE THE
TOP MOST USED BABY SHOWER GEL BRANDS IN VIETNAM
The daily shower gel brand you use for your baby is:
(Comparison by age)
N = 121N = 216 N = 95
1%
0%
0%
0%
0%
0%
0%
0%
0%
1%
1%
1%
3%
4%
6%
16%
18%
45%
0% 20% 40% 60% 80% 100%
Other
Dr. Brown's
Komodo
Biolane
Sanosan
Skina babe
Babylub
Beevin
Cetaphil
Baby magic
Phytobebe
Pureen
Chicco
Dove
Bubchen
Pigeon
Baby Lactacyd
Johnson's Baby
Total
2%
1%
1%
0%
0%
0%
0%
1%
1%
2%
2%
2%
4%
3%
6%
16%
17%
44%
0% 20% 40% 60% 80% 100%
18 - 30
1%
0%
0%
1%
1%
1%
1%
0%
0%
1%
1%
0%
1%
4%
6%
16%
19%
46%
0% 20% 40% 60% 80% 100%
Over 30

11. 11
WORD OF MOUTH, EXPERTS’ RECOMMENDATION, SOCIAL ADVERTISEMENT
ARE TOP THREE KEY CHANNELS TO RAISE THE AWARENESS
Do you know the brands of daily shower gel through which source / channel?
(Comparison by location)
1%
10%
12%
16%
17%
23%
25%
26%
27%
29%
32%
46%
56%
0% 50% 100%
Other
Banners, billboard
Magazine
Website, forum (except
Facebook)
Marketing staff at the point of
sale
Try the sample at the
supermarket
Television
See brand at many points of
sale, in the mall or outside
Search the Internet (Google,
Bing, ..)
Pharmacists at pharmacies
Social networking (Facebook, G
+, ..)
Doctors recommended
Friend / family member
introduced
Total
2%
13%
13%
15%
21%
25%
18%
28%
26%
29%
27%
40%
54%
0% 50% 100%
Ho Chi Minh
2%
12%
14%
19%
18%
26%
28%
32%
25%
35%
40%
61%
63%
0% 50% 100%
Hanoi
0%
4%
7%
13%
10%
18%
33%
19%
31%
22%
33%
42%
52%
0% 50% 100%
Other
N = 92N = 216 N = 57 N = 67

12. 12
WORD OF MOUTH, EXPERTS’ RECOMMENDATION, SOCIAL ADVERTISEMENT
ARE TOP THREE KEY CHANNELS TO RAISE THE AWARENESS
Do you know the brands of daily shower gel through which source / channel?
(Comparison by age)
1%
10%
12%
16%
17%
23%
25%
26%
27%
29%
32%
46%
56%
0% 20% 40% 60% 80% 100%
Other
Banners, billboard
Magazine
Website, forum (except Facebook)
Marketing staff at the point of sale
Try the sample at the supermarket
Television
See brand at many points of sale, in the
mall or outside
Search the Internet (Google, Bing, ..)
Pharmacists at pharmacies
Social networking (Facebook, G +, ..)
Doctors recommended
Friend / family member introduced
Total
2%
10%
12%
19%
18%
23%
31%
27%
31%
29%
37%
45%
63%
0% 20% 40% 60% 80% 100%
18-30
1%
11%
11%
12%
15%
23%
18%
25%
22%
28%
26%
48%
47%
0% 20% 40% 60% 80% 100%
Over 30
N = 121N = 216 N = 95
The younger group seems to search on the Internet and watch television more than the older

13. 13
THREE SOURCES TO SEEK FOR INFORMATION BEFORE BUYING BABY
SHOWER GEL ARE DOCTORS, RELATIVES/ FRIENDS, SOCIAL NETWORK
Before deciding to buy baby shower gel, where do you usually seek for
information? (Comparison by location)
3%
15%
34%
34%
35%
47%
51%
53%
0% 50% 100%
Other
Marketing staff at the point of
sale
Pharmacists at pharmacies
recommended
Read the information on the
product packaging
Articles, report on magazines,
websites for moms and babies
Comments, opinions of the
mother on the website / forum
/ social networking
Comments, opinions from
relatives, friends
Doctors recommended
Total
4%
18%
32%
26%
36%
42%
49%
53%
0% 50% 100%
Ho Chi Minh
2%
19%
44%
37%
32%
47%
54%
58%
0% 50% 100%
Hanoi
1%
6%
28%
42%
36%
52%
51%
48%
0% 50% 100%
Other
N = 92N = 216 N = 57 N = 67
Hanoian seem to trust pharmacist at pharmacies store more than others

14. 14
THREE SOURCES TO SEEK FOR INFORMATION BEFORE BUYING BABY
SHOWER GEL ARE DOCTORS, RELATIVES/ FRIENDS, SOCIAL NETWORK
Before deciding to buy baby shower gel, where do you usually seek for
information? (Comparison by age)
The older group seem to seek for information from articles, report and pharmacists more than the younger. On the other
hand, they less read information on the product packaging than the younger
3%
15%
34%
34%
35%
47%
51%
53%
0% 20% 40% 60% 80% 100%
Other
Marketing staff at the point of sale
Pharmacists at pharmacies recommended
Read the information on the product
packaging
Articles, report on magazines, websites for
moms and babies
Comments, opinions of the mother on the
website / forum / social networking
Comments, opinions from relatives, friends
Doctors recommended
Total
3%
16%
32%
39%
33%
50%
59%
49%
0% 20% 40% 60% 80% 100%
18-30
2%
14%
36%
27%
37%
42%
41%
58%
0% 20% 40% 60% 80% 100%
Over 30
N = 121N = 216 N = 95

15. 15
IN WHICH THOSE SOURCES, DOCTORS’ RECOMMENDATION IS THE MOST
ACCOUNTABLE (42%)
Which source / channel do you trust most when shopping?
(Comparison by location)
0%
1%
2%
6%
8%
13%
27%
42%
0% 50% 100%
Other
Comments, opinions of the
mother on the website / forum
/ social networking
Marketing staff at the point of
sale
Read the information on the
product packaging
Pharmacists at pharmacies
recommended
Articles, report on magazines,
websites for moms and babies
Comments, opinions from
relatives, friends
Doctors recommended
Total
0%
1%
1%
3%
5%
16%
32%
41%
0% 50% 100%
Ho Chi Minh
0%
2%
2%
5%
12%
11%
26%
42%
0% 50% 100%
Hanoi
1%
0%
3%
10%
7%
12%
22%
43%
0% 50% 100%
Other
N = 92N = 216 N = 57 N = 67
Hanoian seem to trust pharmacist at pharmacies store more than others

16. 16
IN WHICH THOSE SOURCES, DOCTORS’ RECOMMENDATION IS THE MOST
ACCOUNTABLE (42%)
Which source / channel do you trust most when shopping?
(Comparison by age)
The youngers seem to believe in word of mouth than the older
0%
1%
2%
6%
8%
13%
27%
42%
0% 20% 40% 60% 80% 100%
Other
Comments, opinions of the mother on the
website / forum / social networking
Marketing staff at the point of sale
Read the information on the product
packaging
Pharmacists at pharmacies recommended
Articles, report on magazines, websites for
moms and babies
Comments, opinions from relatives,
friends
Doctors recommended
Total
0%
1%
0%
7%
9%
12%
34%
36%
0% 20% 40% 60% 80% 100%
18-30
1%
1%
4%
4%
6%
15%
19%
49%
0% 20% 40% 60% 80% 100%
Over 30
N = 121N = 216 N = 95

17. 17
HERB/ NATURAL INGREDIENTS, NO DANGEROUS INGREDIENTS, SKIN DISEASE
TREATMENT ARE THE KEY FACTORS FOR BUYING A BABY SHOWER GEL
What are you most interested in when choosing a baby shower gel?
(Comparison by location)
N = 92
0%
1%
1%
2%
2%
3%
6%
6%
8%
14%
14%
19%
24%
0% 10% 20% 30% 40% 50%
Foreign origin
Make lots of foam and bubbles
Keep the scent long
Smell pleasant, just right
Authentically delivered at selling systems, big stores
Do not cause eye irritation for children
Works to nourish the skin of children, keep young skin
smooth
Good price
Big brand, prestige
Relatives / friends / doctors recommended
Has integrated prevention / treatment of skin diseases
(heat rash, ..) for children
No dangerous ingredients, skin irritation for children
Extract / Contains herbs, natural ingredients
Total
1%
1%
2%
3%
2%
4%
4%
11%
5%
13%
11%
11%
30%
0% 10% 20% 30% 40% 50%
Ho Chi Minh
0%
2%
0%
0%
2%
2%
9%
4%
16%
18%
11%
23%
16%
0% 10% 20% 30% 40% 50%
Hanoi
0%
0%
1%
1%
1%
1%
6%
1%
4%
12%
22%
27%
21%
0% 10% 20% 30% 40% 50%
Other
N = 216 N = 57 N = 67
Saigonese care about pricing while Hanoian concern about brand reputation

18. 18
FRESH TEA (78%), BITTER MELON (65%), ALOE VERA (51)%) ARE TOP THREE
POPULAR HERB/NATURAL INGREDIENTS
N = 51*
2%
4%
6%
14%
18%
24%
25%
27%
35%
51%
65%
78%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Nerium oleander
Terminalia catappa leaves
Coriander
Chitrak
Elsholtzia
Piper Betel
Chinese wedelia
Melaleuca oil
Aloe vera
Bitter melon
Fresh tea
Total
*Who chose “Extract/ contains herb, natural ingredients” in Q: “What are you most interested in when choosing a baby shower gel?
Among all natural, herb ingredients having in baby shower gel, what
materials do you like?

19. 19
In the last 6 months, where did you buy baby shower gel? (Comparison by location)
2%
9%
12%
16%
27%
29%
33%
47%
0% 50% 100%
Other
Buy portable
Online / Online
Markets, Grocery
Store systems about mother
and baby
Pharmacy at the hospital
Drug store
Supermarket
Total
2%
7%
10%
18%
24%
24%
46%
48%
0% 50% 100%
Ho Chi Minh
2%
7%
14%
21%
35%
46%
25%
46%
0% 50% 100%
Hanoi
1%
13%
12%
9%
25%
21%
24%
46%
0% 50% 100%
Other
SUPERMARKET (47%), DRUG STORE (33%), PHARMACY AT THE HOSPITAL
(29%) ARE TOP THREE CHANNELS FOR BUYING BABY SHOWER GEL
Towards Saigonese, Supermarket and Drug store are two key distributions while they are Supermarket and Pharmacy at
the hospital in Ha Noi
N = 92N = 216 N = 57 N = 67

20. 20
In the last 6 months, where did you buy baby shower gel? (Comparison by location)
SUPERMARKET (47%), DRUG STORE (33%), PHARMACY AT THE HOSPITAL
(29%) ARE TOP THREE CHANNELS FOR BUYING BABY SHOWER GEL
The younger would like buy a baby shower gel at store system for mother and baby than the older
2%
9%
12%
16%
27%
29%
33%
47%
0% 20% 40% 60% 80% 100%
Other
Buy portable
Online / Online
Markets, Grocery
Store systems about mother and
baby
Pharmacy at the hospital
Drug store
Supermarket
Total
2%
11%
12%
19%
31%
27%
32%
48%
0% 20% 40% 60% 80% 100%
18-30
2%
6%
11%
13%
22%
31%
35%
45%
0% 20% 40% 60% 80% 100%
Over 30
N = 121N = 216 N = 95

21. 21
According to you, in the list of names below, which name is easiest to read
and remember? (Comparison by location)
IN GENERAL, JOHNSON’S BABY, LACTACYD BABY, DOVE ARE CONSIDERED
EASIEST TO READ AND REMMEMBER
Saigonese consider Johnson’s baby, Lactacyd baby, Pigeon easiest to remember while Hanoian consider Johnson’s baby,
Lactacyd baby, Dove easiest to remember
N = 92N = 216 N = 57
0%
0%
0%
1%
1%
2%
2%
2%
6%
7%
13%
14%
14%
36%
0% 50% 100%
Chinoshio
Phytobebe
Beevin
Dr Brown's
Baby magic
Komodo
Cetaphil
Babylub
Bubchen
Chicco
Pigeon
Dove
Lactacyd Baby
Johnson's Baby
Total
0%
0%
0%
1%
1%
2%
1%
3%
9%
3%
17%
8%
12%
42%
0% 50% 100%
Ho Chi Minh
2%
0%
0%
2%
4%
2%
0%
0%
4%
9%
11%
18%
18%
33%
0% 50% 100%
Hanoi
0%
1%
1%
0%
0%
1%
4%
3%
4%
12%
9%
19%
15%
28%
0% 50% 100%
Other
N = 67

22. 22
1) Awareness and Usage
2) Baby shower gel for skin diseases
CONTENT

23. 23
HEAT RASH (77%) IS THE MOST POPULAR SKIN DISEASE OF CHILDREN IN
VIETNAM
Has your child ever had any of the following skin conditions?
(Comparison by location)
2%
3%
5%
8%
16%
22%
26%
26%
30%
57%
77%
0% 50% 100%
Never
Other
Impetigo
Purple birthmark
Milia
Atopic Eczema
Nappy rash
Baby Acne
Dermatitis
Diaper rash
Heat rash
Total
2%
3%
4%
5%
11%
14%
12%
23%
34%
50%
83%
0% 50% 100%
Ho Chi Minh
0%
2%
9%
16%
30%
32%
42%
33%
28%
56%
68%
0% 50% 100%
Hanoi
3%
3%
1%
6%
10%
25%
31%
25%
27%
69%
76%
0% 50% 100%
Other
N = 92N = 216 N = 57 N = 67
Popular skin diseases in Ho Chi Minh are Heat rash, Diaper rash and Dermatitis while they are Heat rash, Diaper rash and
Nappy rash in Ha Noi

24. 24
SEE DOCTOR/ CLINIC IS THE BEST SOLUTION WHEN CHILDREN HAVE SKIN
DISEASE
When your child has skin disease, how do you treat your child?
(Comparison by location)
N = 92N = 216 N = 57 N = 67
3%
7%
3%
16%
7%
16% 28%
23%
32%
19%
14%
57% 59% 56% 55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Ho Chi Minh Hanoi Other
See your doctor / clinic
Treat yourself at home with all kinds
of cosmetics (shower gel, lotion, ..)
Treat yourself at home by folk,
natural methods (leaf, herbs, ..)
Let your child recover naturally
Other
32% Saigonese prefer to treat their children at home by natural methods

25. 25
SEE DOCTOR/ CLINIC IS THE BEST SOLUTION WHEN CHILDREN HAVE SKIN
DISEASE
When your child has skin disease, how do you treat your child?
(Comparison by top 3 popular skin diseases)
N = 212*
1%
3%
16%
23%
57%
0% 50% 100%
Other
Let your child recover
naturally
Treat yourself at home by
folk, natural methods (leaf,
herbs, ..)
Treat yourself at home with
all kinds of cosmetics
(shower gel, lotion, ..)
See your doctor / clinic
Total
0%
1%
15%
24%
60%
0% 50% 100%
Heat rash
1%
3%
14%
28%
54%
0% 50% 100%
Diaper rash
0%
0%
12%
25%
63%
0% 50% 100%
Dermatitis
N = 166** N = 124** N = 65**
*Mothers whose child having skin diseases (exclude who chose “Never” in Q ”Has your child ever had any of the following skin conditions?”)
**Top three popular skin diseases of children
N = 40

26. 26
What brand of shower gel are you using to treat heat rash?
N = 40*
*Mothers who used cosmetics (shower gel, lotion, etc.) to treat heat rash skin disease for children
3%
3%
3%
3%
5%
15%
23%
48%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Dnee
Cetaphil
Chicco
Phytobebe
Lucas
Pigeon
Johnson's baby
Lactacyd baby
Total
WHEN CHILDREN HAVE HEAT RASH SKIN DISEASE, LACTACYD BABY (48%),
JOHNSON’S BABY (23%), PIGEON (15%) ARE TOP THREE SOLUTION

27. 27
FEEL FREE TO DROP US ANY QUESTION
• Japan & Taiwan
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832

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• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654
FEEL FREE TO DROP US ANY QUESTION

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