According to a survey conducted in 2022, around 69 percent of respondents from Gen Z confirmed buying skincare and makeup products after being influenced by social media posts. This was followed by millennials, with 66 percent of respondents from this generation saying their purchase decision of cosmetics items was affected by social media.
Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation
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McKinsey & Company. (February 23, 2023). Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation [Graph]. In Statista. Retrieved June 05, 2024, from https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
McKinsey & Company. "Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation." Chart. February 23, 2023. Statista. Accessed June 05, 2024. https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
McKinsey & Company. (2023). Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation. Statista. Statista Inc.. Accessed: June 05, 2024. https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
McKinsey & Company. "Share of Consumers Whose Skincare and Makeup Products Purchase Decision Were Influenced by Social Media in Vietnam as of December 2022, by Generation." Statista, Statista Inc., 23 Feb 2023, https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
McKinsey & Company, Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation Statista, https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/ (last visited June 05, 2024)
Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation [Graph], McKinsey & Company, February 23, 2023. [Online]. Available: https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/