Table of Contents
Executive Summary
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- The Market
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- Figure 1: Total value sales of colour cosmetics market, China, 2015-25
- Impact of COVID-19 on colour cosmetics
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- Figure 2: Short, medium and long-term impact of COVID-19 on colour cosmetics
- Opportunities and threats
- Opportunities for domestic brands to take the leadership in guiding consumption
- Product designs should enhance the indulgence of collecting
- It’s a critical time to ease safety concerns of colour trials
- Sell in mini to conquer spending squeeze
- Companies and Brands
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- Figure 3: Leading manufacturers’ share in value sales of colour cosmetics, China, 2018-19
- The Consumer
- Prosperity from increased makeup adoption and frequency across ages
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- Figure 4: Use of makeup in the last six months, 2019 vs 2020
- Figure 5: Makeup habit, 2019 vs 2020
- Spend more time and money, try more and buy more
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- Figure 6: Behaviour and spending change, February 2020
- Enthusiasts as the largest segment and the main engine for market growth
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- Figure 7: Consumer segmentation based on their attitudes towards makeup, February 2020
- An increase in demand for face colours over 2019
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- Figure 8: Use of face makeup, February 2020
- Colour expressiveness could activate mature eye and eyebrow makeup items
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- Figure 9: Use of point makeup, February 2020
- Offline and colour professionalism is essential for future competition
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- Figure 10: Methods to aid point makeup selection, February 2020
- Domestic brands hold 27% consumers’ attention
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- Figure 11: Brand preference, February 2020
- What we think
Issues and Insights
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- Facilitate sharing and self-expression for all ages
- The facts
- The implications
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- Figure 12: Example of linking lip looks with personalities, China, 2020
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- Figure 13: Examples of multi-use colour cosmetic pen, Canada and Japan, 2029-20
- Build face base makeup excel in both makeup and skincare
- The facts
- The implications
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- Figure 14: Example of setting spray products with enhanced skincare feature, China, 2020
- Offline channels reinvented
- The facts
- The implications
The Market – What you need to know
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- Only single-digit growth in 2020 but will restore in 2021
- Strong consumer demands and brands’ fast responses secure a quick recovery
- Lip makeup took the heaviest hit by COVID-19
Market Size and Forecast
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- Exceed RMB40 billion in 2020
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- Figure 15: Total value sales of colour cosmetics market, China, 2015-25
- Impact of COVID-19 on colour cosmetics
Market Factors
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- Demand of beauty is strong and resilient
- Shortened online purchase cycle
- Brand library continues to expand
- Build the offline experience together
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- Figure 16: Makeup collection store, China, 2020
- Capitals supporting future growth
Market Segmentation
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- Figure 17: Total value sales and growth of colour cosmetics market, by segment, China, 2019-20
- Eye makeup will lead market growth in 2020
- Face makeup remains steady with the largest share
- Growth of lip segment will ease
- Nail segment benefits from reduced nail salon visits
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Key Players – What you need to know
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- Perfect Diary enlists top 10
- Competing over attentions
Market share
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- L’Oréal further their leading place in 2019
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- Figure 18: Leading manufactures' share in value sales of colour cosmetics, China, 2018 and 2019
- Figure 19: Examples of L’Oréal hot selling and new launched products, China, 2019
- Remarkable growth achieved by Perfect Diary
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- Figure 20: Examples of Perfect Diary hot selling products, China, 2019-20
- AmorePacific closing and refreshing offline stores
Competitive Strategies
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- Co-create with users to secure satisfaction and loyalty
- Trials sample distributed online
- Sell small to sell more
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- Figure 21: Examples of smaller sized products, China, 2020
- Selling as a game
Who’s Innovating?
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- More new launches in point makeup in 2019
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- Figure 22: New launched colour cosmetic products, by sub-category, China, January 2018-June 2020
- New products outrun range extension for lip colours
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- Figure 23: New launched lip makeup products, by launch type, China, January 2018-June 2020
- Ethicalness stirring eye colour cosmetics with more Eco and Clean
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- Figure 24: Ethical claims of new launched eye shadows, China, January 2018-June 2020
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- Figure 25: Examples of glitters with enhanced biodegradable image, USA and Spain, 2019-20
- Foundations further in functional and product tested claims
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- Figure 26: Top five claims categories of new launched foundations/fluid illuminators, China, January 2018-June 2020
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- Figure 27: Top growing functional and product tested claims of new launched foundations/fluid illuminators, China, January 2018-June 2020
- Figure 28: Examples of foundations launched by professional skincare brands, China, 2020
- Built for on-the-go
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- Figure 29: New launched colour cosmetic products with ‘on-the-go’ claim, by sub-category, China, January 2018-June 2020
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- Figure 30: Examples of note-worthy on-the-go makeup products, South Korea, USA, and Japan, 2019-20
- Built with tools for elegant convenience
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- Figure 31: Examples of makeup products facilitating an elegant usage, China and UK, 2019-20
- Colour with added sensorial value
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- Figure 32: Examples of lip and face colours with a sensorial appeal, Japan and USA, 2019-20
- Beauty jewel to encourage collecting
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- Figure 33: Examples of beauty jewel, China, 2020
The Consumer – What you need to know
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- COVID-19 interrupted usage after a year of remarkable increase
- Colour cosmetics riding on consumers’ great interests
- One third of consumers are Enthusiasts
- Blushers rise in ranking among face makeup used in 2020
- Offline environment and professional services prioritised over online
- Pursuing delicate usage experience and looks
Use of Makeup
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- A surge of makeup wearing in 2020
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- Figure 34: Use of makeup in the last six months, 2019 vs 2020
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- Figure 35: Makeup habit, 2019 vs 2020
- Females aged 25-39 are now the most frequent users
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- Figure 36: Use of makeup in the last six months – ‘yes’, by age, 2019 vs 2020
- Figure 37: Makeup habit, by age, February 2020
- Mature women in the market worth the attention
- COVID-19 reduced usage across makeup segments
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- Figure 38: Change of selected beauty products usage before vs after COVID-19 outbreak, May 2020
Behaviour and Spending Change
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- Face makeup still represents the greatest trade-up interests
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- Figure 39: Behaviour and spending change, February 2020
- Limited brand loyalty further diluted
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- Figure 40: Behaviour change – number of brands tried for the first time, by age, February 2020
- Information penetrates city tiers, but brands lagging
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- Figure 41: Behaviour and spending change – ‘become more’, by city tier, February 2020
Attitudes towards Makeup
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- Time to highlight fresh-keeping designs
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- Figure 42: Attitudes towards makeup, February 2020
- Young females highlight self-expression
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- Figure 43: Selected attitudes towards makeup – ‘any agree’, by age, February 2020
- Five groups of makeup users
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- Figure 44: Consumer segmentation based on their attitudes towards makeup, February 2020
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- Figure 45: Attitudes towards makeup – ‘strongly agree’, by consumer segmentation, February 2020
- Figure 46: Makeup habit and look preference, by consumer segmentation, February 2020
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- Figure 47: Average types of makeup used, by consumer segmentation, February 2020
Use of Face Makeup
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- Blusher ranks third in usage rate
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- Figure 48: Use of face makeup, February 2020
- Younger females are more engaged in face contouring
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- Figure 49: Use of face makeup, by age, February 2020
- Setting spray should differentiate from face powder in benefits
Use of Point Makeup
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- Lipstick, eyeliner, and eyebrow pencil/powder are top three
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- Figure 50: Use of point makeup, February 2020
- Younger females demanding more colour expressiveness
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- Figure 51: Net use of point makeup for different areas, by age, February 2020
- Figure 52: Use of point makeup for eye and eyebrow, by age, February 2020
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- Figure 53: Example of eyeliners with vibrant colours, China, 2019-20
- 30-39s need a further boost in using eye colour
Methods to Aid Point Makeup Selection
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- Bricks-and-mortar stores remain the destination for trials
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- Figure 54: Methods to aid point makeup selection, February 2020
- More intuitive try-on results demanded online but AR is not the only way
- Colour diagnosis for all age groups
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- Figure 55: Demanded customised solutions, by age, February 2020
- Enthusiasts eager to be engaged by brands
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- Figure 56: Methods to aid point makeup selection, gaps among consumer segments vs total (as benchmark), February 2020
Makeup Attitudes and Habits
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- Delicate tools for delicate looks
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- Figure 57: Makeup look and tool preference, February 2020
- 27% prefer domestic brands
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- Figure 58: Brand preference, February 2020
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- Figure 59: Brand preference, by consumer segmentation, February 2020
- ‘Long-lasting to omit touch-up’ is a false proposition to over half
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- Figure 60: Long-lasting and touch-ups, February 2020
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- Figure 61: Examples of face colour cosmetics with portable designs, US and China, 2019
Meet the Mintropolitans
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- Sell in mini to inspire creativity
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- Figure 62: Consumer segmentation based on their attitudes towards makeup, by consumer classification, February 2020
- Figure 63: Gaps on the agreement of selected attitudes towards makeup between Mintropolitans vs Non-Mintropolitans (as benchmark), February 2020
- Build a professional colour lab
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- Figure 64: Methods to aid point makeup selection, gap between Mintropolitans vs non-Mintropolitans (as benchmark), February 2020
Appendix – Market Size and Forecast
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- Figure 65: Market value of colour cosmetics, China, 2015-25
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Appendix – Market Segmentation
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- Figure 66: Value sales of colour cosmetics market, by segment, China, 2015-19
- Figure 67: Value share of colour cosmetics market, by segment, China, 2015-19
- Figure 68: Annual value growth rate of colour cosmetics market, by segment, China, 2015-19
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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