Table of Contents
Executive Summary
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- Market and competition
- A promising market but a long way to go
- Competition is getting fierce
- The consumer
- Ensured safety is the top purchase factor followed by good skin sensing
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- Figure 1: Purchase factors of beauty and personal care products, December 2019
- Product safety related features are more linked to clean beauty
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- Figure 2: Perceived features of clean beauty products, December 2019
- Organic claim penetrates in facial skincare, haircare and body cleansing category
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- Figure 3: Purchased clean beauty product type, December 2019
- Consumers are confused about clean beauty brands
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- Figure 4: Purchased clean beauty brand in the last six months, December 2019
- Utilising WOM to promote clean beauty
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- Figure 5: Influential factors of clean beauty products purchases, December 2019
- Consumers recognise the benefits of clean beauty though they find it hard to truly distinguish a clean beauty product
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- Figure 6: Attitude towards clean beauty products, December 2019
- What we think
Issues and Insights
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- Move from ‘natural’ to ‘clean’ to ease consumers’ concern over product safety
- The facts
- The implications
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- Figure 7: Example of clean beauty brand with ensured safety, US
- Promote clean beauty with effectiveness
- The facts
- The implications
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- Figure 8: Example of clean beauty brand with proven effectiveness, UK
- Getting inspiration from food ingredients
- The facts
- The implications
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- Figure 9: Examples clean beauty brands with super fruits claim, US
Market and Competition – What You Need to Know
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- Consumers’ needs and environment protection regulation drive growth
- White space opportunities ahead
Market Overview
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- Definition of clean beauty
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- Figure 10: Key words for different meanings for clean beauty
- Clean beauty in the US
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- Figure 11: Roadmap of clean beauty revolution in US
- Clean beauty in the UK
- Clean beauty in Japan
- Clean beauty in China
Market Factors
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- Consumers’ unchanged needs for product safety and efficacy
- Prohibition of plastic beads production impacts beauty industry but echoes with sustainable claim
- Potential influence on clean beauty due to COVID-19
Competitive Strategies
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- Utilise social media to create buzzword #cleanbeauty
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- Figure 12: Clean beauty promotion on social media, China
- Brand incubation is the future way for clean beauty brands
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- Figure 13: LOVE beauty AND planet, China, 2019
- Entering China’s market through cross-border platforms
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- Figure 14: LUSH’s brand theory on its official Tmall overseas store, China
Who’s Innovating?
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- Current status of clean beauty development in China vs developed markets
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- Figure 15: Percentage of new product launches with any claims of organic, vegan and cruelty-free in major BPC categories, US, UK, Japan and China, 2019
- Renewable natural ingredients to support sustainability
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- Figure 16: New launches of renewable ingredients, US
- Zero waste by adding upcycled ingredients
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- Figure 17: New launches of skincare products using upcycled materials, US and UK, 2019-20
- Leverage certifications to promote clean beauty
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- Figure 18: New launches of clean beauty products with UEBT and NaTure certification, Italy and Argentina, 2020
- Recyclable packaging to reduce climate change
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- Figure 19: New launches of products with recyclable packaging, Italy, Germany, UK and Finland, 2020
The Consumer – What You Need to Know
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- Safety dominates among all purchase factors
- More 25-29 year old women associate environmental and ethical factors with clean beauty than others
- Advanced claims have higher penetration among overseas returnees
- Consumers don’t have clear understanding of clean beauty
- WOM is the top influential factor of clean beauty product purchases
- Consumers are positively viewing clean beauty
Purchase Factors
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- Safety is the top priority when selecting beauty and personal products
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- Figure 20: Purchase factors of beauty and personal care products, December 2019
- 22% of women recognise the importance of ‘clean beauty’ label when shopping BPC products
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- Figure 21: Purchase factors of beauty and personal care products, by gender, December 2019
- Women aged 18-24 have needs for good skin sensing
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- Figure 22: Purchase factors of beauty and personal care products, female, by age, December 2019
- Safety is emphasised by consumers with different income levels
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- Figure 23: Purchase factors of beauty and personal care products, by monthly personal income level, December 2019
Perception of Clean Beauty
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- Safety is the top-of-mind attribute of clean beauty
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- Figure 24: Perceived features of clean beauty products, December 2019
- Women are more sophisticated to deliver trendy concepts to
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- Figure 25: Perceived features of clean beauty products, by gender, December 2019
- 25-29 year old women link environmental and ethical factors with clean beauty
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- Figure 26: Perceived features of clean beauty products, female, by age, December 2019
- Multiple ways to promote ethical beauty products
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- Figure 27: Perceived features of clean beauty products, by purchase factor, December 2019
- High earners pay more attention to product packaging
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- Figure 28: Perceived features of clean beauty products, by monthly personal income, December 2019
Product Type Purchased
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- Higher penetration in facial skincare category
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- Figure 29: Purchased clean beauty product type, December 2019
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- Figure 30: Percentage of new product launch claims, by category, China, 2019
- Foreign enterprise employees have higher acceptance of advanced claims
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- Figure 31: Purchased clean beauty product type – ‘facial skincare products’, by company type, December 2019
- More overseas returnees purchased products with these advanced claims
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- Figure 32: Purchased clean beauty product type – ‘facial skincare products’, by residents segment, December 2019
Clean Beauty Brands Purchased
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- Ambiguity in consumers’ cognition of clean beauty brands
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- Figure 33: Purchased clean beauty brand in the last six months, December 2019
- Men associate L’Oréal with clean beauty brand
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- Figure 34: Top 15 purchased clean beauty brands in the last six months, by gender, December 2019
- Consumers aged 25-39 associate premium brands with clean beauty
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- Figure 35: Top 15 purchased clean beauty brands in the last six months, by age, December 2019
Influential Factors of Clean Beauty Product Purchases
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- WOM drives consumers’ purchase of clean beauty products
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- Figure 36: Influential factors of clean beauty products purchases, December 2019
- Different approaches to engage overseas returnees and returning migrants
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- Figure 37: Influential factors of clean beauty products purchases, by resident segment, December 2019
Attitude towards Clean Beauty Products
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- Consumers holding positive attitudes towards clean beauty products
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- Figure 38: Attitude towards clean beauty products, December 2019
- Tier one city consumers show less agreement on efficacy of clean beauty products
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- Figure 39: Attitude towards clean beauty products – ‘agree’, by city tier, December 2019
Meet the Mintropolitans
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- MinTs have higher expectations of clean beauty
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- Figure 40: Perceived features of clean beauty products, by consumer classification, December 2019
- MinTs buy clean beauty products because of WOM on social media
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- Figure 41: Influential factors of clean beauty products purchases, by consumer classification, December 2019
Appendix – Word Cloud in Mandarin
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- Figure 42: Clean beauty brands purchased, Mandarin, December 2019
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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