2019 BEAUTY CONSUMER BEHAVIOUR REPORT SINGAPORE VERSION PAID

2019 BEAUTY CONSUMER BEHAVIOUR REPORT SINGAPORE (VERSION: PAID) Insights to aid in decision making and optimising your media usage

REPORT OUTLINE ABOUT THE REPORT 6 PARTICIPANTS’ PROFILE 7, 8 CREDIBLE BEAUTY MEDIA 10 PRINT MAGAZINE PURCHASING HABITS AND TOP 3 PURCHASED TITLE 11, 12 TOP CREDIBLE DIGITAL TITLES FOR BEAUTY CONTENT CONSUMPTION 13 - 15 TOP 10 TRUSTED SINGAPORE KOL FOR BEAUTY CONTENT CONSUMPTION 16 BEAUTY REVIEWS INSIGHTS 18 - 20 PURCHASING BEHAVIOUR - CONSIDERATIONS 22, 23 PURCHASING BEHAVIOUR - MONTHLY SKINCARE SPENDING 24, 25 PURCHASING BEHAVIOUR - MONTHLY MAKEUP SPENDING 26, 27 PURCHASING BEHAVIOUR - BEAUTY PRODUCTS AS GIFTS 28 PURCHASING BEHAVIOUR - ASIAN OR WESTERN PREFERENCE 29 PURCHASING BEHAVIOUR - ONLINE SHOPPING PURCHASING BEHAVIOUR - TOP 3 TYPES OF BRICK AND MORTAR STORES 30, 31 32

REPORT OUTLINE SKIN TYPE 35 SKIN CONCERNS 36 - 41 MOST USED SKINCARE PRODUCTS - MORNING ROUTINE 42 - 44 MOST USED SKINCARE PRODUCTS - NIGHT ROUTINE 45 - 47 TOP 50 TRUSTED SKINCARE BRANDS RANKING 48 - 55 TOP 10 TRUSTED KOREAN SKINCARE BRANDS RANKING 56 TOP 10 TRUSTED JAPANESE SKINCARE BRANDS RANKING 57 TOP 10 TRUSTED DRUGSTORE SKINCARE BRANDS RANKING 58 MOST USED MAKEUP PRODUCTS - FACE 59, 60 MOST USED MAKEUP PRODUCTS - EYES 61, 62 MOST USED MAKEUP PRODUCTS - LIPS 63 TOP 50 TRUSTED MAKEUP BRANDS RANKING 64 - 71 TOP 10 TRUSTED KOREAN MAKEUP BRANDS RANKING 72 TOP 10 TRUSTED JAPANESE MAKEUP BRANDS RANKING 73 TOP 10 TRUSTED DRUGSTORE MAKEUP BRANDS RANKING 74

REPORT OUTLINE HAIR CONCERNS 76 - 81 MOST USED HAIR CARE PRODUCTS 82, 83 TOP 50 TRUSTED HAIR CARE BRANDS RANKING 84 - 91 TOP 10 TRUSTED DRUGSTORE HAIR CARE BRANDS RANKING 92 MOST USED BODY CARE PRODUCTS 94 FRAGRANCES & DEODORANT PREFERENCE 95 TOP 20 TRUSTED BEAUTY DEVICES 96 - 102

ABOUT THE REPORT

ABOUT THE REPORT The data was gathered through an online survey that took participants 10 to 15 mins to complete. It took place in the month of April 2019. The participants were provided beauty treatments as incentives to take part in this survey with a few lucky winners receiving a grand lucky draw prize. No brand names were mentioned to prevent bias. Recruitment was done primarily via Facebook Ads, Banners, and Native Content Networks. A total of 1, 684 women, who are based in Singapore, took part in this research process conducted by Daily Vanity. This sample size provides a 95% confidence interval with a 2. 39% margin of error. This means should the survey be repeated 100 times, 95 times it will yield the same result with a +/- 2. 39% difference in the values. This means that the survey is highly significant.

PARTICIPANTS’ PROFILE AGE 13 TO 18 19 to 24 25 to 34 35 to 44 Above 44 3. 92% 33. 97% 42. 10% 13. 60% 6. 41% Total Sample Size: 1, 684 women from Singapore

PARTICIPANTS’ PROFILE ARE YOU A BEAUTY ADVOCATE? Beauty Advocates are defined as people who are constantly being approached by their friends and family for beauty advice, because they are perceived and trusted as people who have beauty-related knowledge. We asked the participants if they are constantly being approached by their friends and family for beauty advice. 13 TO 18 19 to 24 25 to 34 35 to 44 Above 44 YES 68. 18% YES 77. 80% YES 79. 55% YES 75. 11% YES 72. 22%

MEDIA INSIGHTS

CREDIBLE BEAUTY MEDIA We asked participants to rate the credibility of the following media where they receive beauty related reviews, tips, and news. Do note credibility and potential reach has no direct relationship. While many brands are reaching out to Influencers to spread awareness, influencer outreach needs to be coupled with other credible media to give more credibility to the product as 45. 16% of people don’t find Influencers credible.

PRINT MAGAZINE PURCHASE Participants were asked if they have bought a print magazine in the past 6 months. 13 TO 18 19 to 24 25 to 34 35 to 44 Above 44 NO 73. 33% NO 87. 24% NO 81. 38% NO 71. 18% NO 62. 04% The downward trend is continuing even among the older age group. In 2018, 42. 61% of women above >34 years old purchased print.

TOP 3 PURCHASED PRINT TITLES Of the participants who bought print magazines in the past 6 months, these are the top 3 most purchased titles. #1: 48. 78% #2: 48. 17% #3: 35. 98%

TOP 5 CREDIBLE DIGITAL TITLES FOR BEAUTY CONTENT CONSUMPTION Daily Vanity is the only title of that started out as a digital publication that has made it into the top 5 credible websites for beauty content. The traditional titles retain brand credibility despite the rise of other female-focus digital magazines and the fall of print circulation/demand. #1: 76. 37% #2: 42. 22% #3: 34. 14% #4: 22. 57% #5: 21. 56%

REMAINING RANKS OF CREDIBLE DIGITAL TITLES FOR BEAUTY CONTENT CONSUMPTION RANKING WEBSITE VOTES #6 THE SMART LOCAL 20. 49% #7 HARPER’S BAZAAR 17. 64% #8 FEMALE 14. 43% #9 ZULA 7. 90% #10 CLOZETTE 7. 01% #11 GIRL’S STYLE 6. 24% #12 HONEYCOMBERS 5. 76% #13 MY FAT POCKET 4. 39% #14 BURO 1. 90% NO RANK ALL OTHER DIGITAL TITLES NO VOTES

TOP CREDIBLE DIGITAL TITLES AS RATED BY BEAUTY ADVOCATES 1, 304 Beauty Advocates (defined as people who are constantly approached by their friends and family for beauty advice) indicated that these websites’ beauty content are considered credible to them. RANKING WEBSITE VOTES #1 DAILY VANITY 78. 68% #2 HER WORLD 40. 41% #3 CLEO 33. 90% #4 NYLON 23. 31% #5 SINGAPORE WOMEN’S WEEKLY 21. 78% #6 HARPER’S BAZAAR 18. 94% #7 THE SMART LOCAL 18. 79% #8 FEMALE 13. 65% RANK NOT ALL OTHER DIGITAL TITLES LESS THAN 8% OF VOTES

TOP 10 TRUST INFLUENCERS FROM SINGAPORE FOR THEIR BEAUTY CONTENT We asked participants to name Singapore influencer(s) whose beauty reviews/tips they trust 1 2 4 7 @naomineo_, 4. 19% @xiaxue, 11. 02% 5 8 @dreachong, 2. 40% @jemmawei, 1. 68% 9 3 @bellywellyjelly, 4. 07% 6 @mongabong, 18. 44% @speishi, 5. 03% @oonshuan, 4. 07% @sahursart, 1. 44% 10 @xinlinnn, 1. 44%

BEAUTY REVIEWS INSIGHTS

BEAUTY REVIEWS We asked participants would they buy a beauty product if they can't find reviews online? 62. 59% says. . . NO Do you have positive reviews flooding the first page on Google and You. Tube? Imagine 10, 000 people are keen in your brand went on to search for your review. If they can’t find any, you instantly lost 6, 259 sales!

BEAUTY REVIEWS - WHERE? We asked participants how/where they get their beauty reviews from #1: 75. 30% #2: 61. 05% #3: 58. 49% #4: 53. 44% How can you tap into “word of mouth”? Look towards real influencers; the beauty advocates. People who are trusted among their friends and family because of their interest or job.

BEAUTY REVIEWS - IMPORTANT ATTRIBUTES We asked participants to rank the importance level of the following attributes when they consume a beauty review for their research purposes.

PURCHASING BEHAVIOUR

PURCHASING BEHAVIOUR CONSIDERATIONS We asked participants to rate the importance of these factors as part of their buying decision making process. Factors arranged in descending order (continues on next page)

PURCHASING BEHAVIOUR CONSIDERATIONS We asked participants to rate the importance of these factors

PURCHASING BEHAVIOUR MONTHLY SKINCARE SPENDING 13 TO 18 AGGREGATED 19 TO 24

PURCHASING BEHAVIOUR MONTHLY SKINCARE SPENDING 35 TO 44 25 TO 34 ABOVE 44

PURCHASING BEHAVIOUR MONTHLY MAKEUP SPENDING 13 TO 18 AGGREGATED 19 TO 24

PURCHASING BEHAVIOUR MONTHLY MAKEUP SPENDING 35 TO 44 25 TO 34 ABOVE 44

PURCHASING BEHAVIOUR BEAUTY PRODUCTS AS GIFTS 86. 05% Likes to buy beauty products as gift for occasions like birthday, Christmas, etc. Do you have a gift bundle that is nicely packed, or with special designs? Is the pricing within range of gifting?

PURCHASING BEHAVIOUR ASIAN OR WESTERN PREFERENCE We asked the participants if they have any preference towards a certain region’s products

PURCHASING BEHAVIOUR ONLINE SHOPPING HABITS Fewer people purchase haircare products online as compared skincare and makeup products

PURCHASING BEHAVIOUR TOP 3 ONLINE SHOPS SKINCARE 45. 61% 28. 92% MAKEUP 28. 57% 48. 52% 27. 26% HAIRCARE 24. 11% 24. 47% 19. 42% 18. 11%

PURCHASING BEHAVIOUR TOP 3 TYPES OF PHYSICAL STORES SKINCARE MAKEUP HAIRCARE DRUGSTOR ES SPECIALTY STORES BOUTIQUE OUTLETS SPECIALTY STORES DRUGSTOR ES BOUTIQUE OUTLETS DRUGSTOR ES SUPERMKTS SPECIALTY STORES 72. 57% 63. 84% 47. 80% 71. 79% 65. 26% 54. 16% 79. 75% 38. 54% 32. 78% Examples of Drugstores are Watsons, Guardian, Unity Examples of Specialty Stores are Sephora, Sa. Sa Examples of Boutique Outlets are Innisfree, The Face Shop

SKINCARE

SKIN TYPE - AGGREGATED COMBINATION OILY SENSITIVE DRY NORMAL 64. 79% 11. 40% 11. 04% 8. 49% 4. 28%

SKIN CONCERNS - AGGREGATED BLACKHEADS / WHITEHEADS 67. 04% DARK EYE CIRCLES 58. 31% VISIBLE / ENLARGED PORES 52. 91% DULL / UNEVEN SKIN TONE 50. 18% ACNE SCARS 41. 86% ACNE / PIMPLE 41. 69% TEXTURE ON SKIN (E. G SMALL BUMPS) 40. 38% PIGMENTATION / DARK SPOTS / FRECKLES 38. 90% EYE BAGS 28. 80% REDNESS CROW’S FEET WRINKLES SAGGING SKIN 23. 81% 16. 57% 13. 36% 11. 05%

SKIN CONCERNS - 13 TO 18 Y/O BLACKHEADS / WHITEHEADS 75. 76% ACNE / PIMPLE 68. 18% VISIBLE / ENLARGED PORES 60. 61% ACNE SCARS 54. 55% TEXTURE ON SKIN (E. G. SMALL 51. 52% BUMPS) DARK EYE CIRCLES 50. 00% DULL / UNEVEN SKIN TONE 37. 88% EYE BAGS 27. 27% PIGMENTATION / DARK SPOTS / FRECKLES 24. 24% REDNESS 19. 70% WRINKLES CROW’S FEET SAGGING SKIN 7. 58% 6. 06% 3. 03%

SKIN CONCERNS - 19 TO 24 Y/O BLACKHEADS / WHITEHEADS 77. 10% DARK EYE CIRCLES 57. 87% VISIBLE / ENLARGED PORES 55. 59% ACNE / PIMPLE 52. 10% TEXTURE ON SKIN (E. G. SMALL 51. 57% BUMPS) ACNE SCARS 50. 35% DULL / UNEVEN SKIN TONE 49. 13% PIGMENTATION / DARK SPOTS / FRECKLES 29. 90% REDNESS 29. 02% EYE BAGS 27. 80% CROW’S FEET 9. 97% WRINKLES SAGGING SKIN 6. 47% 3. 32%

SKIN CONCERNS - 25 TO 34 Y/O BLACKHEADS / WHITEHEADS 68. 83% DARK EYE CIRCLES 62. 76% VISIBLE / ENLARGED PORES 52. 19% DULL / UNEVEN SKIN TONE 52. 19% ACNE SCARS 41. 47% ACNE / PIMPLE 40. 34% TEXTURE ON SKIN (E. G SMALL BUMPS) 37. 52% PIGMENTATION / DARK SPOTS / FRECKLES 36. 67% EYE BAGS 29. 76% REDNESS 23. 84% CROW’S FEET WRINKLES SAGGING SKIN 16. 22% 10. 30% 8. 46%

SKIN CONCERNS - 35 TO 44 Y/O PIGMENTATION / DARK SPOTS / FRECKLES 58. 52% DARK EYE CIRCLES 55. 90% VISIBLE / ENLARGED PORES 55. 90% BLACKHEADS / WHITEHEADS 53. 71% DULL / UNEVEN SKIN TONE 53. 71% CROW’S FEET 34. 06% WRINKLES 34. 06% ACNE SCARS 32. 31% TEXTURE ON SKIN (E. G SMALL BUMPS) 31. 44% SAGGING SKIN 29. 69% ACNE / PIMPLE 28. 82% EYE BAGS REDNESS 27. 51% 19. 65%

SKIN CONCERNS - ABOVE 44 Y/O PIGMENTATION / DARK SPOTS / FRECKLES 68. 52% DULL / UNEVEN SKIN TONE 42. 59% DARK EYE CIRCLES 41. 67% SAGGING SKIN 34. 26% VISIBLE / ENLARGED PORES 32. 41% EYE BAGS 31. 48% WRINKLES 29. 63% BLACKHEADS / WHITEHEADS 25. 00% CROW’S FEET 23. 15% ACNE SCARS 12. 04% TEXTURE ON SKIN (E. G SMALL BUMPS) 12. 04% REDNESS ACNE / PIMPLE 7. 41% 6. 48%

MOST USED SKINCARE PRODUCTS MORNING ROUTINE (TOP 10) #2 #5 #8 TONER 72. 74% SERUM 45. 07% EYE CREAM 26. 54% #3 #6 #9 SUNSCREEN 68. 59% ESSENCE 33. 31% FACIAL SCRUB 14. 73% #4 #7 #10 MOISTURISER 64. 61% LOTION 28. 80% EYE SERUM 13. 3 O% #1 CLEANSER 87. 59%

MOST USED SKINCARE PRODUCTS MORNING ROUTINE (11 TO 13) #11 #12 #13 MASK 13. 12% FACIAL CLEANSING DEVICE 8. 14% AMPOULE 4. 93%

MOST USED SKINCARE PRODUCTS MORNING ROUTINE (FORMAT BREAKDOWN) #1 FOAM 46. 32% CLEANSER #2 GEL 29. 39% #1 SHEET MASK #3 CREAM 18. 29% #2 WASH-OFF 7. 24% #4 POWDER 3. 15% MASK #1 APPLY-ON 65. 02% #1 CREAM 38. 06% #2 SPRAY-ON 5. 29% #2 GEL 31. 18% #3 SUPPLEMENT SUNSCREEN 10. 81% 3. 44% MOISTURISER

MOST USED SKINCARE PRODUCTS NIGHT ROUTINE (TOP 10) #1 CLEANSER 80. 05% #2 #5 #8 (TIED) TONER 73. 16% SERUM 51. 07% ESSENCE & CLEANSING OIL 29. 16% #3 #6 MOISTURISER 62. 65% MICELLAR WATER 39. 37% #4 #7 MASK 58. 43% EYE CREAM 34. 98% #10 LOTION 28. 62%

MOST USED SKINCARE PRODUCTS NIGHT ROUTINE (TOP 11 -25) RANK PRODUCT % VOTES 11 FACIAL SCRUB 25. 89% 12 ACNE TREATMENT 25. 77% 13 EYE MAKEUP REMOVER 21. 62% 14 MAKEUP REMOVER WIPES 20. 72% 15 ACID TREATMENTS 19. 77% 16 FACIAL CLEANSING DEVICE 15. 91% 17 EYE SERUM 15. 56% 18 CLEANSING BALM 13. 00% 19 LASH ESSENCE/SERUM 12. 00% 20 SPOT CORRECTOR (PIGMENTATION) 10. 87% 21 SKINCARE SUPPLEMENTS 8. 91% 22 AMPOULE 8. 49% 23 LIGHT THERAPY DEVICE 3. 27% 24 BROW ESSENCE/SERUM 3. 09% 25 FACIAL OILS 1. 01%

MOST USED SKINCARE PRODUCTS NIGHT ROUTINE (FORMAT BREAKDOWN) #1 FOAM 57. 48% #2 CREAM 23. 99% CLEANSER #1 SHEET MASK 39. 85% #3 POWDER 4. 57% #2 SLEEPING MASK 34. 86% MASK #1 CREAM 41. 45% #2 GEL 24. 82% MOISTURISER #3 WASH-OFF 7. 24%

TRUSTED SKINCARE BRANDS RANKING We asked participants to select skincare brands which they trust. A list of known skincare brands were listed in alphabetical order. Participants were also allowed to input brand they trusted that werenot listed by filling in the “Others” field. Trust is defined as a positive perception or confidence in the brand being able to deliver. While it is usually positively correlated with sales, do note it is not on a 100% correlation basis. Meaning high trust does not equate to high sales as one may trust the brand but has not bought it before for a variety of reasons. It does however indicate potential market share/sales. The trust ranking allows the brand to discover opportunities and/or weaknesses in certain age group, thus enable the brand to plan for long-term sustainability as compared to short-term goals. It also allows the brand to re-evaluate the media they have been using over the past year. Do note to compare in relative of the competitors’ choice of platform. Eg, brand A and brand B both uses platform A which is effective but brand A has higher ranking possibly due to bigger investment in platform A. Brand trust equity building is a delicate balance between maximising reach and using platforms that pairs the brand with positive branding.

TRUSTED SKINCARE BRANDS RANKING TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2018 1 - 2 - 3 - 4 - 5 - 6 +1 7 +10 8 - 9 -3 10 -

TRUSTED SKINCARE BRANDS RANKING #11 TO 50 (AGGREGATED) RANKING BRANDS 11 SULWHASOO RANKING BRANDS DR. JART+ 31 NEUTROGENA 41 FANCL 32 BIOESSENCE 42 SKINFOOD ORIGINS 43 YSL NIVEA 44 DRUNK ELEPHANT 21 12 BIODERMA AVENE 13 ETUDE HOUSE SHU UEMURA 33 14 THE BODY SHOP 23 SHISEIDO L’OCCITANE BIFESTA 35 BANILA CO 45 VICHY BURT’S BEE 36 L’OREAL PARIS 46 BIO OIL THE FACE SHOP 37 CHANEL 47 MEDICUBE BELIF 38 BOBBI BROWN 48 SEKKISEI 15 LANCOME 17 26 MAMONDE 27 18 FRESH 19 COSRX 29 LA ROCHEPOSAY 39 VASELINE 49 PIXI 20 AESOP 30 SEPHORA 40 LA MER 50 NATURE REPUBLIC

TRUSTED SKINCARE BRANDS RANKING TOP 50 (13 TO 18 YEARS OLD) RANKING BRANDS RANKING ETUDE HOUSE 1 3 BRANDS RANKING KIEHL’S 11 BRANDS RANKING BRANDS SHISEIDO 29 NIVEA DIOR ORIGINS 16 INNISFREE MEDICUBE WATSONS BIFESTA THE BODY SHOP BIODERMA DR JART+ BURT’S BEE HADA LABO LANCOME TONY MOLY 4 THE FACE SHOP 5 BATH AND BODYWORKS 13 PIXI 32 15 SK-II DERMALOGICA LUSH VASELINE BOBBI BROWN L’OREAL PARIS NATURE REPUBLIC FRESH COSRX SHU UEMURA SULWHASOO MAMONDE SKINFOOD AVENE YSL GARNIER BANILA CO 25 6 LANEIGE CETAPHIL 40 23 ESTEE LAUDER BIORE 16 8 46 MISSHA 38 CLINIQUE NEUTROGENA CHANEL 29 10 RANKING BIOESSENCE SEPHORA 49 HIMALAYA 40 CLEAN & CLEAR DRUNK ELEPHANT

TRUSTED SKINCARE BRANDS RANKING TOP 50 (19 TO 24 YEARS OLD) RANKING BRANDS RANKING BRANDS 1 INNISFREE 11 DR JART+ 21 SULWHASOO 30 NIVEA 41 L’OREAL PARIS 2 LANEIGE 12 BIODERMA 22 AVENE 32 BIOESSENCE 42 ORIGINS 3 KIEHL’S ESTEE LAUDER 23 BANILA CO 33 NEUTROGENA 43 BOBBI BROWN THE BODY SHOP 24 CLARINS DRUNK ELEPHANT 44 YSL MEDICUBE 45 PIXI 13 4 CLINIQUE 5 CETAPHIL 15 HADA LABO AESOP 34 25 6 BIORE BURT’S BEE SHU UEMURA SKINFOOD MISSHA BIO OIL 16 ETUDE HOUSE 46 FRESH 27 SEPHORA 37 LA ROCHEPOSAY BIFESTA 28 L’OCCITANE 38 LUSH 7 SK-II 18 DEAR, KLAIRS 48 9 MAMONDE 19 LANCOME 29 SHISEIDO 39 VASELINE 10 COSRX 20 THE FACE SHOP 30 BELIF 40 NATURE REPUBLIC CHANEL 50 BATH AND BODY WORKS

TRUSTED SKINCARE BRANDS RANKING TOP 50 (25 TO 34 YEARS OLD) RANKING BRANDS RANKING BRANDS 1 LANEIGE 11 HADA LABO 21 SHU UEMURA 31 VICHY 41 SEKKISEI 2 INNISFREE 12 FRESH 22 AVENE 32 LA MER 42 L’OREAL PARIS 3 KIEHL’S 13 SHISEIDO DR JART+ 23 4 SK-II 5 CETAPHIL 14 AESOP LA ROCHEPOSAY FANCL 33 BANILA CO 43 VASELINE 35 BOBBI BROWN BIODERMA 25 ETUDE HOUSE NIVEA 45 THE FACE SHOP LANCOME 26 BIFESTA BIOESSENCE 46 DRUNK ELEPHANT 17 MAMONDE 27 ORIGINS ESTEE LAUDER 18 THE BODY SHOP 28 BURT’S BEE BIORE 19 COSRX 29 BELIF 39 CHANEL 49 DHC SULWHASOO 20 L’OCCITANE 30 SEPHORA 40 BIO OIL 50 PIXI 15 6 CLINIQUE CLARINS 36 NEUTROGENA 7 AVEENO 47 SKIN INC BIOTHERM 9

TRUSTED SKINCARE BRANDS RANKING TOP 50 (35 TO 44 YEARS OLD) RANKING BRANDS 1 LANEIGE 11 LANCOME 21 SEKKISEI 29 THE FACE SHOP L’OCCITANE 22 LA ROCHEPOSAY AESOP 23 LA MER CLARINS 12 2 KIEHL’S 13 INNISFREE AVENE 5 SHISEIDO 15 SHU UEMURA BIFESTA ESTEE LAUDER 16 CLINIQUE BIORE JURLIQUE 32 VICHY NEUTROGENA BURT’S BEE DERMALOGICA 43 MAMONDE THE HISTORY OF WHOO 35 L’OREAL PARIS DHC 36 BOBBI BROWN FRESH 45 ELIZABETH ARDEN 25 6 SULWHASOO 8 24 BRANDS 40 33 4 RANKING SK-II 17 BELIF BIOTHERM BIODERMA FANCL 37 MY BEAUTY DIARY LA PRAIRIE ORIGINS DR JART+ 48 CETAPHIL ETUDE HOUSE HADA LABO THE BODY SHOP 9 CHANEL YSL NIVEA 29 20 SEPHORA 40 DIOR 50 AVEENO

TRUSTED SKINCARE BRANDS RANKING TOP 50 (ABOVE 44 YEARS OLD) RANKING BRANDS 1 LANEIGE 10 CLINIQUE RANKING BRANDS RANKING L’OREAL PARIS BRANDS RANKING SEKKISEI BRANDS FANCL 20 30 SEPHORA 38 CLARINS 12 SULWHASOO LA MER OLAY SK-II 13 SHU UEMURA AESOP YSL ORIGINS INNISFREE AVENE BELIF DIOR ELIZABETH ARDEN 5 LANCOME THE BODY SHOP WATSONS GUERLAIN 6 KIEHL’S 2 4 34 ESTEE LAUDER 7 14 17 HADA LABO 10 CETAPHIL 44 CHANEL 36 DERMALOGICA L’OCCITANE ETUDE HOUSE 37 NIVEA LA ROCHEPOSAY BIORE BIODERMA BOBBI BROWN SKINFOOD 28 NEUTROGENA 20 BIOESSENCE THE FACE SHOP 18 SHISEIDO 23 EUCERIN VICHY 30 BIOTHERM 38 IOPE CRABTREE & EVELYN 49 LA PRAIRIE DHC 50 CUREL

TRUSTED KOREAN SKINCARE BRANDS RANKING TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2018 1 - 2 - 3 +2 4 -1 5 +5 6 +2 7 +2 8 -2 9 -5 10 New Entry

TRUSTED JAPANESE SKINCARE BRANDS RANKING TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2018 1 - 2 +1 3 -1 4 - 5 - 6 +1 7 -1 8 - 9 +3 10 +1

TRUSTED DRUGSTORE SKINCARE BRANDS RANKING TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2018 1 - 2 +1 3 -1 4 +1 5 +5 6 +7 7 +10 8 -1 9 -5 10 +1

MAKEUP

MOST USED MAKEUP PRODUCTS FACE (TOP 10) #2 #5 #8 LIQUID FOUNDATION 52. 61% LIQUID CONCEALER 47. 45% BB/CC CREAM 33. 19% #3 #6 #9 PRIMER 48. 63% HIGHLIGHTER 39. 49% SETTING SPRAY 30. 88% #4 #7 #10 SETTING POWDER 48. 40% CUSHION 36. 52% BRONZER 26. 19% #1 POWDER BLUSH 58. 25%

MOST USED MAKEUP PRODUCTS FACE (THE REST) RANK PRODUCT % VOTES 11 CREAM CONCEALER 24. 35% 12 POWDER FOUNDATION 19. 95% 13 CREAM BLUSH 16. 92% 14 LIQUID BLUSH 8. 61% 15 POWDER CONCEALER 1. 96%

MOST USED MAKEUP PRODUCTS EYES (TOP 10) #1 EYEBROW PENCIL 62. 17% #2 #5 #8 POWDER EYESHADOW 51. 96% LENGTHENING MASCARA 29. 10% EYEBROW POWDER 18. 82% #3 #6 #9 LIQUID EYELINER 46. 20% CURLING MASCARA 20. 90% EYE PRIMER 18. 29% #4 #7 #10 VOLUMISING MASCARA 33. 25% PENCIL EYELINER 20. 55% GEL EYELINER 17. 22%

MOST USED MAKEUP PRODUCTS EYES (THE REST) RANK PRODUCT % VOTES 11 THICKENING MASCARA 15. 02% 12 EYEBROW GEL 12. 47% 13 CREAM EYESHADOW 9. 92% 14 BROWCARA 9. 32% 15 STICK EYESHADOW 8. 43% 16 LIQUID EYESHADOW 6. 83% 17 EYEBROW TINT 5. 64% 18 BROW EMBROIDERY 5. 46% 19 EYEBROW MARKER 3. 74% 20 EYEBROW STAMP 0. 24%

MOST USED MAKEUP PRODUCTS LIPS #2 #5 LIP BALM 51. 96% LIQUID LIPSTICK 29. 10% #3 #6 LIP TINT 46. 20% LIP LINER 20. 90% #4 #7 LIP GLOSS 33. 25% LIP PLUMPER 20. 55% #1 LIPSTICK 62. 17%

TRUSTED MAKEUP BRANDS RANKING We asked participants to select makeup brands which they trust. A list of known makeups brands were listed in alphabetical order. Participants were also allowed to input brand they trusted that were not listed by filling in the “Others” field. Trust is defined as a positive perception or confidence in the brand being able to deliver. While it is usually positively correlated with sales, do note it is not on a 100% correlation basis. Meaning high trust does not equate to high sales as one may trust the brand but has not bought it before for a variety of reasons. It does however indicate potential market share/sales. The trust ranking allows the brand to discover opportunities and/or weaknesses in certain age group, thus enable the brand to plan for long-term sustainability as compared to short-term goals. It also allows the brand to re-evaluate the media they have been using over the past year. Do note to compare in relative of the competitors’ choice of platform. Eg, brand A and brand B both uses platform A which is effective but brand A has higher ranking possibly due to bigger investment in platform A. Brand trust equity building is a delicate balance between maximising reach and using platforms that pairs the brand with positive branding.

TRUSTED MAKEUP BRANDS RANKING TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2018 1 +57 2 +1 3 +2 4 -2 5 +3 6 -5 7 -3 8 +1 9 +2 10 +9

TRUSTED MAKEUP BRANDS RANKING #11 TO 50 (AGGREGATED) RANKING BRANDS 11 SEPHORA 21 LANCOME 31 SHISEIDO 41 ZA 12 3 CE 22 LAURA MERCIER 32 APRIL’S SKIN STILA 42 13 FENTY BEAUTY 23 DIOR 33 CANMAKE THE BODY SHOP 14 TARTE 24 L’OREAL PARIS 34 PONY EFFECT 44 E. L. F. 15 ESTEE LAUDER 25 TOO FACED REVLON 45 MISSHA THE FACE SHOP 46 SULWHASOO 35 16 NYX 26 KAT VON D 17 MAKE UP FOR EVER 27 YSL 37 MAMONDE 47 WET N WILD 18 COLOURPOP 28 CLINIQUE 38 HUDA BEAUTY 48 HOURGLASS 19 CHANEL 29 BECCA 39 CLIO 49 KATE TOKYO 20 SHU UEMURA 30 ANASTASIA B. H. 40 MARC JACOBS 50 GIVENCHY

TRUSTED MAKEUP BRANDS RANKING TOP 50 (13 TO 18 YEARS OLD) RANKING BRANDS 1 ETUDE HOUSE 10 SEPHORA 20 THE BODY SHOP 2 INNISFREE 12 BENEFIT RANKING BRANDS TONY MOLY 39 SILKY GIRL 29 TOO FACED YSL 22 IT COSMETICS 3 M. A. C BOBBI BROWN 13 URBAN DECAY FENTY BEAUTY 24 LANEIGE 42 WET N WILD DIOR ESTEE LAUDER E. L. F. KAT VON D LANCOME 33 COLOURPOP 16 3 CE MAYBELLINE 17 APRIL’S SKIN 25 MARC JACOBS L’OREAL PARIS LAURA MERCIER PONY EFFECT MAKE UP FOR EVER BECCA MAMONDE CHANEL MEDICUBE MISSHA 44 REVLON BAREMINERALS 45 CLIO 6 NYX 8 ANASTASIA B. H. 28 48 CLINIQUE 18 TARTE THE FACE SHOP 29 10 SK-II NARS 20 HUDA BEAUTY 39 JEFFREE STAR GLOSSIER 49 SHU UEMURA RIMMEL

TRUSTED MAKEUP BRANDS RANKING TOP 50 (19 TO 24 YEARS OLD) RANKING BRANDS RANKING BRANDS 1 IT COSMETICS 11 TARTE 19 MAKE UP FOR EVER 30 CLINIQUE 41 CLIO 2 BENEFIT 12 MAYBELLINE 22 ESTEE LAUDER 32 HUDA BEAUTY 42 JEFFREE STAR 3 INNISFREE 13 NARS 23 PONY EFFECT 33 APRIL’S SKIN 43 MISSHA 4 URBAN DECAY 14 SEPHORA 24 L’OREAL PARIS 34 LANCOME 44 THE FACE SHOP 5 FENTY BEAUTY 15 NYX 25 LAURA MERCIER 35 WET N WILD 45 ZOEVA 6 COLOURPOP 16 TOO FACED 26 CHANEL 36 MARC JACOBS 46 HOURGLASS 7 M. A. C 17 ANASTASIA B. H. 27 DIOR 37 REVLON 47 SHISEIDO 3 CE 18 BOBBI BROWN SHU UEMURA 38 E. L. F. 48 SMASHBOX YSL 39 CANMAKE 49 GIVENCHY MAMONDE 40 STILA 50 RIMMEL 8 28 ETUDE HOUSE BECCA 19 10 LANEIGE KAT VON D 30

TRUSTED MAKEUP BRANDS RANKING TOP 50 (25 TO 34 YEARS OLD) RANKING BRANDS RANKING BRANDS 1 IT COSMETICS 11 ETUDE HOUSE 21 LANCOME 30 APRIL’S SKIN 41 STILA 2 BENEFIT 12 SEPHORA 22 SHU UEMURA 32 BECCA KATE TOKYO 42 3 M. A. C 13 FENTY BEAUTY 23 YSL 33 ANASTASIA B. H. THE FACE SHOP 4 URBAN DECAY 14 MAKE UP FOR EVER 24 L’OREAL PARIS 34 REVLON 44 HOURGLASS BOBBI BROWN 15 CHANEL 25 CLINIQUE 35 CLIO 45 SULWHASOO LANEIGE 16 TARTE 26 KAT VON D 36 PONY EFFECT 46 THE BODY SHOP COLOURPOP 37 HUDA BEAUTY 47 MAJOLICA MAJORCA SHISEIDO 38 ZA 5 7 NARS DIOR 17 8 MAYBELLINE 27 ESTEE LAUDER E. L. F. 48 9 INNISFREE 19 NYX 20 LAURA MERCIER 29 CANMAKE MAMONDE GUERLAIN 39 10 3 CE 30 TOO FACED MARC JACOBS 50 HEROINE MAKE

TRUSTED MAKEUP BRANDS RANKING TOP 50 (35 TO 44 YEARS OLD) RANKING BRANDS LANEIGE 11 ETUDE HOUSE 21 L’OREAL PARIS 1 M. A. C 12 BOBBI BROWN URBAN DECAY 4 IT COSMETICS BENEFIT BRANDS RANKING BRANDS TARTE 41 KANEBO ZA 42 FENTY BEAUTY 30 MAKEUP FOR EVER 3 RANKING CANMAKE 22 CLINIQUE 33 THE FACE SHOP JILL STUART GUERLAIN BOURJOIS 43 KAT VON D 14 5 SHISEIDO CHANEL 16 NARS 25 YSL MAYBELLINE 26 SULWHASOO 34 KATE TOKYO REVLON TOO FACED IOPE 46 6 INNISFREE 17 CLARINS SK-II 37 ANNA SUI K-PALETTE THE BODY SHOP 38 APRIL’S SKIN CLE DE PEAU 27 SEPHORA 18 ESTEE LAUDER 48 9 SHU UEMURA 19 LAURA MERCIER 29 NYX 39 SEKKISEI 10 LANCOME 20 DIOR 30 3 CE 40 MAJOLICA MAJORCA MAMONDE 50 GIVENCHY

TRUSTED MAKEUP BRANDS RANKING TOP 50 (ABOVE 44 YEARS OLD) RANKING BRANDS 1 ESTEE LAUDER RANKING BRANDS CHANEL IT COSMETICS 28 YSL 36 TONY MOLY M. A. C SEKKISEI CANMAKE SHISEIDO LAURA MERCIER GUERLAIN THE BODY SHOP SILKY GIRL NARS DIOR URBAN DECAY IOPE 11 2 LANEIGE 21 3 LANCOME 13 4 BOBBI BROWN CLARINS 5 L’OREAL PARIS ETUDE HOUSE 25 MAMONDE 45 INNISFREE 6 ANNA SUI BELIF SK-II CLIO MARC JACOBS 26 MAYBELLINE 8 42 32 14 CLINIQUE MAKE UP FOR EVER SEPHORA ZA BOURJOIS BENEFIT SHU UEMURA ELIZABETH ARDEN KANEBO MISSHA REVLON THE HISTORY OF WHOO 18 36 GIVENCHY 47 28 9 THE FACE SHOP SULWHASOO 3 CE, ASTALIFT, KATE TOKYO, LA PRAIRIE, RIMMEL, TOO FACED, SKINFOOD, YVES ROCHER

TRUSTED KOREAN MAKEUP BRANDS RANKING TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2018 1 +1 2 -1 3 +2 4 - 5 +12 6 +14 7 -3 8 +12 9 +7 10 -1

TRUSTED JAPANESE MAKEUP BRANDS RANKING TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2018 1 - 2 +1 3 +2 4 +8 5 +1 6 -4 7 +1 8 -1 9 - 10 -6

TRUSTED DRUGSTORE MAKEUP BRANDS RANKING TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2018 1 - 2 - 3 +3 4 +5 5 +3 6 -2 7 - 8 +13 9 +1 10 New Entry

HAIR CARE

HAIR CONCERNS - AGGREGATED HAIR LOSS 43. 47% DRY / DAMAGED HAIR 40. 74% OILY SCALP 36. 46% FRIZZY HAIR 33. 37% THINNING HAIR 30. 11% LIMP / FLAT HAIR 26. 37% DANDRUFF 22. 03% ITCHY SCALP 21. 79% DULL HAIR (LACK SHINE) 17. 40% GREYING HAIR 14. 37% BRITTLE HAIR 13. 42% HAIR TOO STRAIGHT HAIR TOO CURLY HAIR TOO VOLUMINOUS 8. 37% 4. 75% 3. 80%

HAIR CONCERNS - 13 TO 18 YEARS OLD DRY / DAMAGED HAIR 40. 91% DANDRUFF 37. 88% OILY SCALP 34. 85% HAIR LOSS 33. 33% FRIZZY HAIR 30. 30% ITCHY SCALP 27. 27% DULL HAIR (LACK SHINE) 27. 27% LIMP / FLAT HAIR 22. 73% THINNING HAIR 19. 70% HAIR TOO STRAIGHT 15. 15% BRITTLE HAIR 15. 15% GREYING HAIR 4. 55% HAIR TOO VOLUMINOUS 4. 55% HAIR TOO CURLY 4. 55%

HAIR CONCERNS - 19 TO 24 YEARS OLD DRY / DAMAGED HAIR 47. 03% OILY SCALP 41. 26% HAIR LOSS 41. 08% FRIZZY HAIR 36. 19% LIMP / FLAT HAIR 27. 62% DANDRUFF 26. 40% THINNING HAIR 24. 30% ITCHY SCALP 22. 03% DULL HAIR (LACK SHINE) 17. 31% BRITTLE HAIR 15. 21% HAIR TOO STRAIGHT 11. 36% GREYING HAIR 5. 07% HAIR TOO CURLY 5. 07% HAIR TOO VOLUMINOUS 4. 37%

HAIR CONCERNS - 25 TO 34 YEARS OLD HAIR LOSS 43. 30% DRY / DAMAGED HAIR 40. 20% OILY SCALP 37. 52% FRIZZY HAIR 34. 84% THINNING HAIR 31. 03% LIMP / FLAT HAIR 27. 93% ITCHY SCALP 22. 85% DANDRUFF 22. 00% DULL HAIR (LACK SHINE) 17. 77% BRITTLE HAIR 12. 98% GREYING HAIR 8. 46% HAIR TOO STRAIGHT 8. 46% HAIR TOO CURLY HAIR TOO VOLUMINOUS 5. 08% 3. 24%

HAIR CONCERNS - 35 TO 44 YEARS OLD HAIR LOSS 53. 28% THINNING HAIR 42. 36% DRY / DAMAGED HAIR 37. 12% GREYING HAIR 35. 81% OILY SCALP 31. 00% FRIZZY HAIR 27. 07% LIMP / FLAT HAIR 26. 20% ITCHY SCALP 19. 21% DULL HAIR (LACK SHINE) 17. 47% DANDRUFF 14. 41% BRITTLE HAIR 12. 66% HAIR TOO VOLUMINOUS HAIR TOO CURLY HAIR TOO STRAIGHT 5. 24% 4. 37% 1. 75%

HAIR CONCERNS - >44 YEARS OLD GREYING HAIR 62. 96% HAIR LOSS 42. 59% THINNING HAIR 35. 19% FRIZZY HAIR 24. 07% DRY / DAMAGED HAIR 18. 52% OILY SCALP 16. 67% ITCHY SCALP 12. 96% LIMP / FLAT HAIR 12. 04% DULL HAIR (LACK SHINE) 9. 26% BRITTLE HAIR 7. 41% DANDRUFF 5. 56% HAIR TOO STRAIGHT 1. 85% HAIR TOO CURLY 1. 85% HAIR TOO VOLUMINOUS 0. 93%

MOST USED HAIR CARE PRODUCTS (TOP 10) #2 #5 #8 CONDITIONER 83. 15% HAIR MASK 36. 58% DRY SHAMPOO 12. 89% #3 #6 #9 HAIR DRYER 39. 01% HAIR SERUM 26. 58% HEAT PROTECTANT 8. 79% #4 #7 #10 HAIR OIL 38. 84% HAIR STRAIGHTENER 15. 02% HAIR MIST 8. 14% #1 SHAMPOO 99. 58%

MOST USED HAIR CARE PRODUCTS (THE REST) RANK PRODUCT % VOTES 11 HAIR CURLER 7. 54% 12 HAIR CREAM 7. 24% 13 STYLING PRODUCTS 6. 71% 14 HAIR PERFUME 4. 63%

TRUSTED HAIR CARE BRANDS RANKING We asked participants to select hair care brands which they trust. A list of known hair care brands were listed in alphabetical order. Participants were also allowed to input brand they trusted that were not listed by filling in the “Others” field. Trust is defined as a positive perception or confidence in the brand being able to deliver. While it is usually positively correlated with sales, do note it is not on a 100% correlation basis. Meaning high trust does not equate to high sales as one may trust the brand but has not bought it before for a variety of reasons. It does however indicate potential market share/sales. The trust ranking allows the brand to discover opportunities and/or weaknesses in certain age group, thus enable the brand to plan for long-term sustainability as compared to short-term goals. It also allows the brand to re-evaluate the media they have been using over the past year. Do note to compare in relative of the competitors’ choice of platform. Eg, brand A and brand B both uses platform A which is effective but brand A has higher ranking possibly due to bigger investment in platform A. Brand trust equity building is a delicate balance between maximising reach and using platforms that pairs the brand with positive branding.

TRUSTED HAIR CARE BRANDS RANKING TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2017 1 - 2 +4 3 +1 4 -1 5 +2 6 New Entry 7 +4 8 -6 9 +1 10 +10

TRUSTED HAIR CARE BRANDS RANKING #11 TO 50 (AGGREGATED) RANKING BRANDS 11 INNISFREE 21 TONI & GUY 31 AVALON 41 GOLDWELL 12 TSUBAKI 22 BOTANIST 32 SHU UEMURA 42 FOLLOW ME 13 LIESE 23 PHYTO 33 PHS HAIRSCIENCE 43 SEPHORA 14 ESSENTIAL 24 HIMALAYA 34 MUCOTA 44 HASK 15 SCHWARZKOPF 25 GATSBY 35 PHILOSOPHY 45 PERCY & REED 16 SILKPRO 26 OUAI 36 COCO & EVE 46 MANE N TAIL 17 THE BODY SHOP JOHN FRIEDA 27 BATISTE 37 REDKEN MISE EN SCENE 47 18 KIEHL’S YVES ROCHERS VICHY 19 LUCIDO-L 29 MA CHERIE 39 LUX LUMINIQUE 49 OGX 20 ASIENCE 30 WATSONS 40 KLORANE 50 DAENG GI MEO RI

TRUSTED HAIR CARE BRANDS RANKING TOP 50 (13 TO 18 YEARS OLD) RANKING BRANDS 1 SUNSILK RANKING 11 2 L’OREAL BRANDS HERBAL ESSENCES RANKING BRANDS BOTANIST 28 SHU UEMURA MARC ANTHONY COCO & EVE OUAI 21 WATSONS LIESE 41 3 INNISFREE 4 HEAD & SHOULDERS 5 GATSBY 23 KERASTASE 32 FOLLOW ME PLANTUR 13 MOIST DIANE ALPECIN TSUBAKI VICHY THE BODY SHOP HIMALAYA AVALON CLEAR A’KIN DOVE SHISEIDO PROFESSIONAL BATISTE DHC ASIENCE TONI & GUY SCHWARZKOPF 24 6 15 PANTENE MANE N TAIL 35 TRESEMME LUX LUMINIQUE ALBA BOTANICA PHILOSOPHY CUREL ESSENTIAL PHS HAIRSCIENCE ELLIPS NATURALS YVES ROCHER GOLDWELL 18 9 SILKPRO 10 KIEHL’S SEPHORA 20 LUCIDO-L 28 COLLAGEN 45

TRUSTED HAIR CARE BRANDS RANKING TOP 50 (19 TO 24 YEARS OLD) RANKING BRANDS 1 L’OREAL 2 HERBAL ESSENCES 3 SUNSILK 4 PANTENE RANKING BRANDS KERASTASE 21 BOTANIST 31 REDKEN 40 MISE EN SCENE SILKPRO 22 HIMALAYA 32 MA CHERIE 42 YVES ROCHER 13 ESSENTIAL 23 LUCIDO-L 33 JOHN FRIEDA 43 PERCY & REED 14 LIESE COCO & EVE 34 FOLLOW ME 44 PHYTO GATSBY 35 HASK 45 VICHY BATISTE 36 SEPHORA 46 PHS HAIRSCIENCE SHU UEMURA 37 OGX 47 NATURALS WATSONS 38 AVALON 48 MANE N TAIL 11 24 5 DOVE 15 KIEHL’S 6 MOIST DIANE 16 THE BODY SHOP 7 TRESEMME 17 TONI & GUY 26 27 8 INNISFREE 18 SCHWARZKOPF 9 SHISEIDO PROFESSIONAL 19 TSUBAKI 29 ASIENCE 39 MUCOTA 49 CLEAR 10 HEAD & SHOULDERS 20 OUAI 30 PHILOSOPHY 40 LUX LUMINIQUE 50 DAENG GI MEO RI

TRUSTED HAIR CARE BRANDS RANKING TOP 50 (25 TO 34 YEARS OLD) RANKING BRANDS 1 L’OREAL 11 MOIST DIANE 20 THE BODY SHOP 31 PHS HAIRSCIENCE 32 2 KERASTASE 12 SCHWARZKOPF 22 SILKPRO 3 HERBAL ESSENCES 13 ESSENTIAL 23 JOHN FRIEDA 4 SHISEIDO PROFESSIONAL 14 5 PANTENE 15 6 SUNSILK RANKING FOLLOW ME 41 KLORANE MUCOTA BRANDS MISE EN SCENE 43 LUX LUMINIQUE 33 LIESE MA CHERIE 24 LUCIDO-L ASIENCE 44 TONI & GUY 26 TRESEMME 8 TSUBAKI 9 10 35 REDKEN 16 7 PHILOSOPHY GOLDWELL DAENG GI MEO RI SEPHORA SHU UEMURA 46 MANE N TAIL YVES ROCHER 47 BATISTE PERCY & REED 48 LIVING PROOF COCO & EVE 49 VICHY WATSONS 50 OGX 36 INNISFREE 27 HIMALAYA 18 PHYTO 28 OUAI HEAD & SHOULDERS 19 BOTANIST 29 GATSBY DOVE 20 38 39 KIEHL’S 30 AVALON

TRUSTED HAIR CARE BRANDS RANKING TOP 50 (35 TO 44 YEARS OLD) RANKING BRANDS 1 L’OREAL RANKING BRANDS RANKING HEAD & SHOULDERS 11 BRANDS GOLDWELL 21 2 KERASTASE 3 SHISEIDO PROFESSIONAL 13 TRESEMME 4 PANTENE 14 SCHWARZKOPF RANKING LUCIDO-L BRANDS RANKING BRANDS BOTANIST 41 VICHY 31 RENE FURTERER JOHN FRIEDA MANE N TAIL 23 MA CHERIE GATSBY 24 MUCOTA LUX LUMINIQUE WOWO HIMALAYA 42 SEPHORA 33 5 PHYTO 15 DOVE AVALON SHU UEMURA 6 MOIST DIANE 16 KIEHL’S ESSENTIAL TONI & GUY 7 TSUBAKI 17 LIESE KLORANE CLAIROL RYO 8 HERBAL ESSENCES 18 REDKEN PHS HAIRSCIENCE DAENG GI MEO RI ALPECIN 25 45 PLANTUR 37 9 SUNSILK INNISFREE SILKPRO WATSONS HASK YVES ROCHER 48 CLEAR 19 10 ASIENCE THE BODY SHOP 30 DHC

TRUSTED HAIR CARE BRANDS RANKING TOP 50 (ABOVE 44 YEARS OLD) RANKING BRANDS 1 L’OREAL 10 SUNSILK RANKING BRANDS RANKING AVALON BRANDS GOLDWELL 31 BRANDS JOHN FRIEDA 37 MOIST DIANE VICHY RENE FURTERER GATSBY PHS HAIRSCIENCE KLORANE DAENG GI MEO RI SHISEIDO PROFESSIONAL KIEHL’S CLAIROL NATURALS LUX LUMINIQUE DOVE REDKEN LIESE PREGAINE MUCOTA ASIENCE SCHWARZKOPF LUCIDO-L TONI & GUY TRICHODERM HEAD & SHOULDERS TSUBAKI PLANTUR ALPECIN GROWELL HERBAL ESSENCES WATSONS SILKPRO CLEAR HASK 2 KERASTASE 3 PHYTO 4 5 RANKING 12 HIMALAYA 21 33 43 13 6 7 THE BODY SHOP 10 PANTENE 24 37 47 ESSENTIAL TRESEMME CUREL JOICO INNISFREE YVES ROCHER FOLLOW ME MA CHERIE 19

TRUSTED DRUGSTORE HAIR CARE BRANDS RANKING - TOP 10 (AGGREGATED) 2019 RANKING BRANDS CHANGE FROM 2017 1 - 2 +4 3 +1 4 -1 5 +2 6 +4 7 +4 8 -6 9 +8 10 -2

BODY CARE

MOST USED BODY CARE PRODUCTS (TOP 10) #2 #5 #8 BODY LOTION 53. 68% BODY SUNSCREEN 19. 42% STRETCH MARKS / SCAR CREAM/OIL 10. 57% #3 #6 #9 BODY SCRUB 45. 72% LOOFAH 18. 82% EPILATOR 9. 98% #4 #7 #10 SHAVER 36. 76% BAR SOAP 16. 51% SLIMMING / CONTOURING / CELLULITE CREAM 6. 47% #1 BODY WASH 91. 51%

FRAGRANCES & DEODORANT PREFERENCE 65% (46% in 2018) uses deodorant with 38% preferring roll-on deodorants Spray: 19% No preference: 8% Floral is the most preferred scent for perfumes

TRUSTED BEAUTY DEVICE BRANDS RANKING - TOP 10 (AGGREGATED) 2019 RANKING 1 2 3 4 5 6 7 8 9 10 BRANDS

TRUSTED BEAUTY DEVICE BRANDS RANKING - THE REST (AGGREGATED) 2019 RANKING BRANDS 11 BABYLISS 12 NEUTROGENA 13 LG 14 REFA 15 TEFAL 16 HERBIVORE BOTANICALS 17 CORNELL 18 IREN 19 BSKIN 20 NUSKIN, REMINGTON, IUIGA, GHD, INNISFREE

TRUSTED BEAUTY DEVICE BRANDS RANKING - TOP 20 (13 TO 18 YEARS OLD) 2019 RANKING BRANDS 1 APRILSKIN 10 SKIN INC 2 DYSON 12 BABYLISS 3 MEDICUBE 4 PHILIPS 5 7 8 10 NEUTROGENA PANASONIC FOREO CLARISONIC 13 15 17 CORNELL TEFAL BRAUN REFA BSKIN HERBIVORE BOTANICALS ORAL-B 19 INNISFREE, REMINGTON LG 20 IREN

TRUSTED BEAUTY DEVICE BRANDS RANKING - TOP 20 (19 TO 24 YEARS OLD) 2019 RANKING BRANDS 1 DYSON 11 BRAUN 2 CLARISONIC 12 BABYLISS 3 FOREO 13 LG 4 PHILIPS 14 TEFAL 5 APRILSKIN 15 HERBIVORE BOTANICALS 6 PANASONIC 16 REFA 7 MEDICUBE 17 CORNELL 8 ORAL-B 18 IREN NEUTROGENA 19 BSKIN INC 20 IUIGA 9

TRUSTED BEAUTY DEVICE BRANDS RANKING - TOP 20 (25 TO 34 YEARS OLD) 2019 RANKING BRANDS 1 DYSON 11 MEDICUBE 2 CLARISONIC 12 NEUTROGENA 3 PHILIPS 13 LG 4 FOREO 14 REFA 5 PANASONIC 15 TEFAL 6 SKIN INC 16 HERBIVORE BOTANICALS 7 BRAUN 17 CORNELL 8 BABYLISS 18 IREN 9 ORAL-B 19 BSKIN 10 APRILSKIN 20 NUSKIN, GHD

TRUSTED BEAUTY DEVICE BRANDS RANKING - TOP 20 (35 TO 44 YEARS OLD) 2019 RANKING BRANDS 1 DYSON 11 APRILSKIN 2 CLARISONIC 12 NEUTROGENA 3 PHILIPS 13 LG 4 PANASONIC 14 MEDICUBE 5 ORAL-B 15 TEFAL 6 SKIN INC 16 CORNELL 7 BRAUN 17 HERBIVORE BOTANICALS 8 FOREO 18 BSKIN 9 BABYLISS 19 IREN 10 REFA 20 NUSKIN

TRUSTED BEAUTY DEVICE BRANDS RANKING - TOP 20 (ABOVE 44 YEARS OLD) 2019 RANKING BRANDS 1 DYSON 2 PHILIPS 3 PANASONIC 13 SKIN INC 4 NEUTROGENA 14 MEDICUBE 5 ORAL-B 15 CORNELL 6 BRAUN 16 FOREO 7 CLARISONIC 17 TALIKA APRILSKIN 18 REMINGTON 19 BSKIN, HERBIVORE BOTANICALS, IREN 8 REFA TEFAL 2019 RANKING 11 BRANDS BABYLISS LG

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