A group of 12 DIB and 3 DPCS students conducted ethnography research amongst 10 households in Ho Chi Minh City to study the beauty care regime of Vietnamese consumers. The research included observations of, and interviews with, Vietnamese consumers to understand their life experience, culture, and lifestyle (values, desires, aspirations, habits and practices) to determine beauty care needs and wants of the target group of customers. Insights and opportunities were identified, and presented to P&G to be used for product development and marketing purposes.