Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of total value sales of face colour cosmetics market, China, 2013-23
- Companies and brands
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- Figure 2: Market share of top 10 face colour cosmetics companies, China, 2016 and 2017
- The consumer
- Point make-up getting more attention
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- Figure 3: Time and money spent on make-up, February 2018
- Cushion products have the highest penetration
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- Figure 4: Face colour cosmetics used in the last six months, February 2018
- Big brands – Start late, but bright prospective
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- Figure 5: Top brands of cushion BB/CC cream using now (over 1% mention), February 2018
- Moisturising is appealing most, similar to that of skincare products
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- Figure 6: Interested claims in base make-up products, February 2018
- Nude look is no longer a key word in 2018
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- Figure 7: Preference of make-up style, 2017 vs 2018
- Wider range of product offering motivates online shopping most
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- Figure 8: Online shopping drivers, February 2018
- What we think
Issues and Insights
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- Cushioning China
- The facts
- The implications
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- Figure 9: Examples of new premium cushion products, Germany and South Korea, 2018
- Seeking a more delicate finish
- The facts
- The implications
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- Figure 10: Clinique BIY Blend It Yourself Pigment Drops, UK, 2017
- Figure 11: Clarisonic foundation brush, China
- Shopping for colour online
- The facts
- The implications
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- Figure 12: Pinterest search filter by skin tones, 2018
The Market – What You Need to Know
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- Still on rise, but challenge from point make-up
- Foundation dominates while blusher has great potential
Market Size and Forecast
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- Face make-ups occupy the largest share, but lip make-ups lead the market growth
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- Figure 13: Sales value and annual value growth rate of colour cosmetics market, by sub-category, China, 2016-17
- Expecting moderate growing pace in the next five years
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- Figure 14: Best- and worst-case forecast of total value sales of face colour cosmetics market, China, 2013-23
Market Factors
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- Appreciation of nude look still drives category growth
- Point make-up gradually took the spotlight from base make-up
- Colour make-up is the next trend after cushion
- Korean brands stimulate face make-up, but influences getting weaker
Market Segmentation
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- Foundation contributes most and obtained further growth in 2017
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- Figure 15: Segment share of face colour cosmetics market, China, 2016 and 2017
- Blusher is small but achieved the greatest momentum
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- Figure 16: Sales value and growth rate of face colour cosmetics market, by segment, China, 2016-17
Key Players – What You Need to Know
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- Stronger upward trend of local brands
- More premium brands launch cushion foundation
- More innovative ideas are launched overseas
Market Share
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- Local brands spur the mass face colour cosmetics market
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- Figure 17: Market share of top 10 face colour cosmetics companies, China, 2016 and 2017
- Local brands appeal to niche needs
- Carslan
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- Figure 18: Carslan CC Perfect Cushion upgrade, China, 2017
- Figure 19: Carslan concealer products, China, 2017
- Marie Dalgar
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- Figure 20: Marie Dalgar new launches of face colour cosmetics, China, 2018
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- Figure 21: Marie Dalgar Kick It Off Primer, China, 2017
- Western brands strengthen base make-up technologies
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- Figure 22: Giorgio Armani Power Fabric liquid foundation, China, 2018
- Figure 23: Yves Saint Laurent Fusion Ink compact foundation, China, 2017
Competitive Strategies
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- Prestige brands join cushion foundation launch trend
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- Figure 24: New launches of cushion foundation of prestige brands, Asia, 2017-18
- Enhancing convenience of purchase
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- Figure 25: Marie Dalgar and Carslan lipstick vending machine, China, 2017
Who’s Innovating?
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- Face powder loses its share while concealer is on rise in China
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- Figure 26: New launches of face colour cosmetics, by product type, China, 2016 and 2017
- Proportion of foundation innovations is relatively lower in China than other countries
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- Figure 27: New launches of face colour cosmetics, by product type, China, South Korea, Japan, UK and US, 2017
- China falls behind Japan and Korea in claiming UV protection
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- Figure 28: Top selected claims in new launches of foundation/fluid illuminator, China, South Korea, Japan, UK and US, 2017
- Noteworthy innovations in China
- Foundation infused with natural ingredients
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- Figure 29: Examples of foundation with natural ingredients, China, 2018
- Blusher with pressed petal image
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- Figure 30: Examples of new blushers with petal image, China, 2017 and 201
- Noteworthy innovations outside China
- Cushion for sensitive skin
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- Figure 31: Examples of new cushion suitable for sensitive skin, South Korea, 2017 and 2018
- Photo-friendly, suitable for selfie lovers
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- Figure 32: Examples of new products delivering photo-ready finish, Indonesia and US, 2018
- Anti-pollution becomes a must-have in primer
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- Figure 33: Examples of new primer with anti-pollution claims, France and US, 2017 and 2018
- New formats of mature products
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- Figure 34: Examples of new formats, Netherlands and UK, 2018
- Similar to the China market, superfood brings inspiration worldwide
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- Figure 35: Examples of foundations with food, UK and Germany, 2018
The Consumer – What You Need to Know
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- Young girls like to spend time on researching make-up trends
- Cushion BB/CC cream is appealing most
- Lancôme and Maybelline are most mentioned cushion brands in use
- Women in tier one cities call for more delicate finish
- Attention switching from base to point make-up products
- Consumers aged 25-49 still prefer offline shopping for colour cosmetics
Time and Money Spent on Make-up
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- People involved more with make-up than last year
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- Figure 36: Involvement with make-up, February 2018
- Younger women are enjoying make-up topics most
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- Figure 37: Involvement with make-up, by age, February 2018
- Attention to point make-up slightly over base make-up
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- Figure 38: Time and money spent on make-up, February 2018
- Being more prudent after age 30
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- Figure 39: More time and money spent on make-up, by age, February 2018
- Similar proportion of consumers spend more time on re-applying than applying before going out
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- Figure 40: Time spent on applying make-up, February 2018
Product Usage
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- Cushion BB/CC cream exceeds liquid/cream foundation
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- Figure 41: Face colour cosmetics used in the last six months, February 2018
- Increasing appeal of cushion to younger women
- 20-29s use more types of products than over-30s
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- Figure 42: Face colour cosmetics used in the last six months, by age, February 2018
- Not a significantly lower usage rate perceived in lower tier cities
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- Figure 43: Face colour cosmetics used in the last six months, by city tier, February 2018
Brands Used
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- International brands come top in consumer mentions of cushion in use
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- Figure 44: Top brands of cushion BB/CC cream using now (over 1% mention), February 2018
- Korean brands appeal to early 20s more
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- Figure 45: Top brands of cushion BB/CC cream using now (over 1% mention), by age, February 2018
- Prestige brands resonate better with mature women
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- Figure 46: Top brands of cushion BB/CC cream using now (over 1% mention), by age, February 2018
Interested Claims
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- Moisturising is also the most interested claim for base make-up products
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- Figure 47: Interested claims in base make-up products, February 2018
- Younger generation have distinct needs
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- Figure 48: Interested claims in base make-up products, by age, February 2018
- High tier cities’ urbanites endeavour to have more delicate finish
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- Figure 49: Gaps between tier one cities and tier two/three cities (as benchmark) in terms of in base make-up products, February 2018
Usage Habits
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- Who are the heavy users?
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- Figure 50: Habit of using make-up, by demographics, February 2018
- Focus shifts from base to point make-up
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- Figure 51: Attention to make-up result, 2017 vs 2018
- Nude look loses overwhelming advantage over delicate finish in 2018
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- Figure 52: Preference of make-up style, 2017 vs 2018
- Therefore, demands for corresponding products are on the rise
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- Figure 53: Preference of make-up steps, 2017 vs 2018
- Young women show even higher loyalty to base make-up brands
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- Figure 54: Purchase habit of base make-up, by age, February 2018
- Opportunities for make-up tools
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- Figure 55: Habit of applying base make-up, by age, February 2018
- Athbeauty has yet to take off in the last year
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- Figure 56: Habit of wearing make-up when doing exercise, 2017 vs 2018
Online Shopping Drivers
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- In-person trials are of greater importance…
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- Figure 57: Purchase habit, 2017 vs 2018
- …but young generation skews to online shopping although offline stores are still the prioritised choices of women over 25
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- Figure 58: Preference of purchase channel, by age, February 2018
- 20-24-year-olds are more driven by cheaper price and convenience online
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- Figure 59: Online shopping drivers, by age, February 2018
Meet the Mintropolitans
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- Liquid foundation differentiates most
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- Figure 60: Product usage, by consumer classification, February 2018
- Buy more premium brands although their cushion debut in the market was late
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- Figure 61: Top brands of cushion BB/CC cream using now (over 1% mention), by consumer classification, February 2018
- Offline shopping appeals to Mintropolitans more
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- Figure 62: Preference of purchase channel, by consumer classification, February 2018
- Online means more products and information rather than convenience to Mintropolitans
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- Figure 63: Online shopping drivers, by consumer classification, February 2018
Appendix – Market Size and Forecast
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- Figure 64: Retail value sales of face colour cosmetics, China, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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