Table of Contents
Executive Summary
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- The market
- Companies and brands
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- Figure 1: Favourite skincare brand, by brand origin, August 2015
- The consumer
- Brand plays a significant role in skincare
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- Figure 2: Brand repertoire behaviour of popular skincare categories, August 2015
- Visibility is vital
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- Figure 3: Purchase of popular skincare categories, August 2015
- Emotional engagement will help brands stand out
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- Figure 4: Brand purchase motivation, August 2015
- What we think
Issues and Insights
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- Brands play a significant role in skincare purchase and retention
- The facts
- The implications
- Visibility is vital
- The facts
- The implications
- Proof the quality
- The facts
- The implications
- Emotional engagement to help brands build long-term affection
- The facts
- The implications
The Market – What You Need to Know
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- Skincare market remains strong despite the slowdown
- Anti-pollution segment remains strong
- Beauty device will storm the anti-ageing market
- Competition is intense
Market Size and Forecast
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- Female skincare – Solid growth ahead
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- Figure 5: China female facial skincare market, value sales, 2010-14
- Figure 6: Best- and worst-case forecast of China retail value sales of female facial skincare, 2010-20
- Male Skincare-Strong growth via penetration of moisturiser and toner
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- Figure 7: China male facial skincare market, value sales, 2010-14
- Figure 8: Best- and worst-case forecast of China retail value sales of male facial skincare, 2010-20
Market Drivers
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- Government Involvement
- Overseas purchases via tourism or professional overseas purchase service
- E-commerce continues to grow and is shifting to mobile shopping
- Towards a healthier lifestyle
Key Players – What You Need to Know
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- L’Oréal is still the most influential player in China
- Korean brands are the rising stars
- Local brands become increasingly competitive
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- Figure 9: Correspondence analysis – The importance of brands in skincare purchasing, August 2015
Market Share
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- Figure 10: Company market share in female facial skincare, by value, 2012-14
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Who’s Innovating?
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- New ways of advertising: Sensory advertising
- Technology innovation: Virtual beauty is everywhere
- Service innovation: Can it be easier?
- In-store activation innovation: Disruptive In-store experience
The Consumer – What You Need to Know
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- Brand plays a significant role in skincare
- Visibility could drive affection
- Emotional engagement will help brands stand out
- Who are disengaged with brands?
Purchase of Popular Skincare Categories
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- Facial cleanser is the most used and bought product while sunblock remains seasonal
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- Figure 11: Purchase of popular skincare categories, August 2015
- Facial masks could be the new serum for low-income consumers
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- Figure 12: Purchase of popular skincare categories, by income, August 2015
- Tier two cities show stronger purchase power on some categories
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- Figure 13: Purchase of popular skincare categories, by city tier, August 2015
Brand Repertoire Behaviour of Popular Skincare Categories
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- Brand plays a significant role in skincare
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- Figure 14: Brand repertoire behaviour of popular skincare categories, August 2015
- Male consumers worth investing in more
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- Figure 15: Brand repertoire behaviour of popular skincare categories, by gender, August 2015
- Own-label opportunity for low-income shoppers
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- Figure 16: Watsons newly launched Apple Hydrating & Refining Facial Mask, Q2 2015
Brand Affection
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- Visibility drives affection
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- Figure 17: Purchase of popular skincare categories, August 2015
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- Figure 18: Purchase of popular skincare categories, August 2015
- You’re worth it
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- Figure 19: Favourite skincare brand, by brand origin, August 2015
- Domestic brands are catching up
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- Figure 20: Favourite skincare brands, August 2015
- Male shoppers exhibit stronger connection towards L’Oréal Paris
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- Figure 21: Brand affection, top four, August 2015
- Female shoppers exhibit different interests across different age stages
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- Figure 22: Favourite skincare brand, by brand origin – females, by age, August 2015
- Olay saw great acclaim in Guangzhou while Chengdu exhibits low brand engagement
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- Figure 23: Brand affection, by city, top four, August 2015
- Figure 24: Brand affection, by city, top four, August 2015
Brand Retention
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- Brand affection plays an extraordinary role in retention
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- Figure 25: Likelihood to buy favourite skincare brand, August 2015
- Low income earners show low brand commitment
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- Figure 26: Likelihood to buy favourite skincare brand, by income, August 2015
Favourite Brands
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- Quality, effectiveness and price
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- Figure 27: Brand purchase motivation, August 2015
- “We don’t sell lipsticks, we sell dreams”
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- Figure 28: Brand purchase motivation, August 2015
- Skincare will make men happy
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- Figure 29: Brand purchase motivation, by gender and age, August 2015
- Helping older people regain confidence
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- Figure 30: Favourite brand purchase motivation, by age, August 2015
- Adverts and customer service are more important to the high income earners
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- Figure 31: Favourite brand purchase motivation, by income, August 2015
- French brands are winning in terms of brand communication
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- Figure 32: Correspondence analysis – The importance of brands in skincare purchasing, August 2015
Why People Do Not Have a Favourite Skincare Brand
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- Who are disengaged with brands?
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- Figure 33: I don’t have a favourite skincare brand, by gender and age, August 2015
- Low income earners show a greater level of brand disengagement
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- Figure 34: I don’t have a favourite skincare brand, by income, August 2015
- Developing a message targeting the elder group
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- Figure 35: Purchase motivation for low brand engagement shoppers – 40-49s, by gender, August 2015
The Mintropolitans
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- Why Mintropolitans?
- Who are they?
- Who they are
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- Figure 36: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
- Figure 37: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Mintropolitans demonstrate a greater level of sophistication than high income earners
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- Figure 38: Favourite brand purchase motivation, August 2015
- Loyal Mintropolitans are the golden consumers
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- Figure 39: The importance of brands in skincare purchasing– CHAID – Tree output, August 2015
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- Figure 40: The importance of brands in skincare purchasing – CHAID – Table output, August 2015
Appendix – Methodology and Definitions
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- Survey methodology
- Fan chart forecast
- Correspondence analysis
- Methodology
- French brands are winning in terms of brand communication
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- Figure 41: Correspondence Analysis – The importance of brands in skincare purchasing, August 2015
- CHAID analysis
- Methodology
- Product involvement
- High product involvement
- Low product involvement
- Brand association
- Abbreviations
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