respondents whose purchases were influenced in last three months (any product category)
Supplementary notes
The source did not mention the type of survey used.
Original question: "Think about the purchases you have made in the following categories over the past three months. Were you influenced toward a certain brand by a post on social media in the following categories?"
Baby boomers include the silent generation.
Citation formats
Influence of social media on cosmetics products Vietnam 2022, by generation
According to a survey conducted in 2022, around ** 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 ** percent of respondents from this generation saying their purchase decision of cosmetics items was affected by social media.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
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 ÌÇÐÄÆƽâ°æ. Retrieved August 06, 2026, from /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. ÌÇÐÄÆƽâ°æ. Accessed August 06, 2026. /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. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 06, 2026. /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." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 23 Feb 2023, /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 ÌÇÐÄÆƽâ°æ, /statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/ (last visited August 06, 2026)
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: /statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
