Table of Contents
Executive Summary
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- The market
- RMB20 billion facial cleansing market in 2020
- RMB9 billion makeup removal market in 2020
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- Figure 1: Total value sales of facial cleansing and makeup removal products markets, China, 2019-20
- Impact of COVID-19 on facial cleansing and makeup removal products
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- Figure 2: Short, medium and long-term impact of COVID-19 on facial cleansing and makeup removal products markets, September 2020
- Companies and brands
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- Figure 3: Top 10 brands by online* value shares of facial cleansing products, China, January-August 2020
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- Figure 4: Top 10 brands by online* value shares of remover products, China, January-August 2020
- The consumer
- Two fifths relate to sensitive skin types
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- Figure 5: Skin type, by gender, June 2020
- Younger users prefer foams and mousses
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- Figure 6: Use of facial cleansing products in the morning and at night, June 2020
- Prevent that tight feeling while offering cleansing efficacy
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- Figure 7: Pain points of facial cleansers, by gender, June 2020
- Mild, natural and caring highlighted when selecting cleansers
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- Figure 8: Consideration factors for facial cleansers, by gender, June 2020
- Cream/balm prioritised over oil when trying
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- Figure 9: Usage of makeup removal products, June 2020
- Time to talk about residue for removers
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- Figure 10: Features to attract trials, by gender, June 2020
- A misplaced understanding of foams
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- Figure 11: Attitudes towards facial cleansers’ foam, by age, June 2020
- What we think
Issues and Insights
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- Opportunities in targeting combination skin
- The facts
- The implications
- Recreate the story about foams
- The facts
- The implications
- Tackle residue concerns for removers
- The facts
- The implications
The Market – Key Takeaways
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- Facial cleansing products market reaching RMB20 billion
- Makeup removal products market heading towards RMB9 billion
Market Size
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- Fast-growing cleanser market exceeded RMB19 billion in 2019
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- Figure 12: Total value sales of facial cleansing and makeup removal products markets, China, 2019-20
- Quick expanding remover market landing near RMB9 billion in 2019
- Impact of COVID-19 on facial cleansing and makeup removal markets
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- Figure 13: Change in usage of facial skincare products, June 2020
- Single-digit growth rates for both markets in 2020
Market Factors
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- Ingredient gurus lead consumers towards being functionally value-driven
- Rigid beauty demand supports continuous spending
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- Figure 14: Consumers’ spending change on beauty products, China, March-October 2020
- Cleansing is linked to anti-aging
- Makeup usage fuels demand for removers
- Opportunities among men
- eCommerce fuelled market growth by widening choices
Companies and Brands – Key Takeaways
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- Decentralised market with emerging players online
- Strategies tilting towards online
Leaders Online
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- Decentralised players for facial cleansers and makeup removers
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- Figure 15: Top 10 brands by online* value shares of facial cleansing products, China, January-August 2020
- Figure 16: Top 10 brands by online* value shares of remover products, China, January-August 2020
- Cleanser brands emerging online challenging international companies
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- Figure 17: Top 10 brands change in ranking by online* value shares of facial cleansing products, China, January 2018-August 2020
- Figure 18: Examples of hot selling products from Little Dream Garden and SNEFE, China, 2020
- Dove and Freeplus achieve continuous growth
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- Figure 19: Examples of Dove cleansers, China, 2020
- Figure 20: Facial cleansers from Freeplus and SENKA, China, 2020
- Men’s brand interests are also diverted
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- Figure 21: Facial cleansers from MARTIN, China, 2020
- Removers with natural image disrupting
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- Figure 22: Top 10 brands change in ranking by online* value shares of remover products, China, January 2018-August 2020
- Figure 23: Makeup removers from Farmacy and Zhuben, China, 2020
- Colour cosmetics brands expanding with established competitive edge
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- Figure 24: Makeup removal products from colour cosmetics brands, China, 2020
Competitive Strategies
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- Designed as social currency
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- Figure 25: Examples of cocktail like designs in makeup removers, China, 2020
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- Figure 26: Examples of makeup removal products with crossovers, China, 2020
- Bet on KOLs and live streaming
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- Figure 27: Florasis makeup remover tissue, China, 2020
- Bond with users
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- Figure 28: Freeplus branded radio, China, 2020
Launch Activity and Innovation
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- ‘For sensitive skin’ claim emerging among both categories
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- Figure 29: Top 10 fastest growing claims among newly launched facial cleanser products, China, January 2018-August 2020
- Figure 30: Top 10 fastest growing claims among newly launched makeup removal products, China, January 2018-August 2020
- Prebiotics waving in
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- Figure 31: Examples of facial cleansing and makeup removal products with prebiotics, China and US, 2020
- Brands go back to basic skincare features
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- Figure 32: Beauty enhancing claims among newly launched facial cleanser products, China, January 2018-August 2020
- Figure 33: Example of facial cleanser enhances on repairing rather than anti-aging, China, 2020
- Oil-to-foam products tackle the feeling of residue
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- Figure 34: Examples of facial cleansing products with oil/cream-to-foam transformation, South Korea, 2019-20
- Easy to use removers continue to grow
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- Figure 35: Examples of makeup removal sprays, UK and US, 2020
- Small and dedicate to long-lasting makeup areas
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- Figure 36: Examples of area dedicated designs to tackle long-lasting makeup, US and China, 2020
The Consumer – Key Takeaways
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- 43% of female respondents have sensitive skin
- Mousses used by nearly one fourth
- Demand for cleansing efficacy but dread that tight feeling
- Mild, natural and moisturising ranked top when selecting cleanser
- Cream/balm format appeals to all skin types
- Highlight naturalness and no harmful residue to attract remover trials
- ‘Foams equals cleansing efficacy’ now faces challenge
Skin Type
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- Females have combination skin types
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- Figure 37: Skin type, by gender, June 2020
- ‘Oily skin’ losing relevancy with younger females
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- Figure 38: Skin type, by gender and age, June 2020
- ‘For sensitive skin’ resonates with males as well
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- Figure 39: Skin sensitivity type, by gender and age, June 2020
Use of Facial Cleansing Products
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- Deep cleansing is important at night time
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- Figure 40: Use of facial cleansing products in morning and at night, June 2020
- Younger users prefer bubbles
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- Figure 41: Use of facial cleansing mousse and foam dispenser, by age, June 2020
- Figure 42: Attitudes towards facial cleansing by hand or tools, age, June 2020
- Men need encouraging to adopt cleansing habits
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- Figure 43: Only use water in facial cleansing, male, by age, June 2020
- Males more active for morning routines
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- Figure 44: Repertoire of facial cleansing products used in morning and at night, by gender, June 2020
Pain Points of Facial Cleansers
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- Prioritise cleansing efficacy and prevent that tight feeling
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- Figure 45: Pain points of facial cleansers, by gender, June 2020
- Calming skin after intensive oil control for males
- Highlight prevent allergy and couperose for sensitive skin cleansers
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- Figure 46: Pain points of facial cleansers, by skin sensitivity type, June 2020
- Younger females demand protective cleansing
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- Figure 47: Pain points of facial cleansers, by gender, female, by age, June 2020
Consideration Factors for Facial Cleansers
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- Mild formula top required by men and women
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- Figure 48: Consideration factors for facial cleansers, by gender, June 2020
- Niche brands could grow via mildness among younger women
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- Figure 49: Consideration factors for facial cleansers, female, by age, June 2020
- Combination skins have a more complicated demand
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- Figure 50: Consideration factors for facial cleansers, by skin type, June 2020
Usage of Makeup Removal Products
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- Disposable removal wipes are currently used by over half
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- Figure 51: Usage of makeup removal products, June 2020
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- Figure 52: Examples of portable packages for makeup removal products, China, 2020
- Cream and gel have greater trial potential than oil
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- Figure 53: Usage of makeup removal products – Never tried but interested in trying, by skin type, June 2020
- Younger females lag behind in using wipes and cream
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- Figure 54: Usage of makeup removal products – Using now, female, by age, June 2020
Features to Attract Remover Trials
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- Consumers want natural removal and no residue
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- Figure 55: Features to attract trials, by gender, June 2020
- Removers bear more opportunities in adding skincare benefits
- Sensitive skin calls for dedicated removers
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- Figure 56: Usage of makeup removal products – Using now and never tried but interested in trying, female, by skin sensitivity type, June 2020
- Figure 57: Features to attract trials, by skin sensitivity type, June 2020
- Cream/balm needs to be persuasive in leaving no harmful residue
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- Figure 58: Features to attract trials, by consumers’ interests in trying, June 2020
Attitudes towards Facial Cleansing and Makeup Removal Products
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- Pursuit of thorough cleansing drives future growth…
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- Figure 59: Attitudes towards facial cleansing, by selected demographics, June 2020
- …but users aged 18-29 are concerned about over cleansing
- Younger users also further question cleansing with foams
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- Figure 60: Attitudes towards the amount of foam in facial cleansers, by age, June 2020
- Misplaced association between foam and cleansing efficacy
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- Figure 61: Attitudes towards the amount of foam in facial cleansers, by skin type, June 2020
- Prepare product bundles
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- Figure 62: Attitudes towards single or bundle facial cleansers, by skin and sensitivity type, June 2020
- Combination skin consumers are more patient with single product
- 50% of surveyed males accept removers for sunscreen
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- Figure 63: Attitudes towards the removal of sunscreen products, by gender, June 2020
- Re-cleanse is mainstream among remover users
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- Figure 64: Attitudes towards re-cleanse after makeup removal, females by age, June 2020
Appendix – Market Size
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- Figure 65: Total value sales of facial cleansing products market, China, 2018-20
- Figure 66: Total value sales of makeup removal products market, China, 2018-20
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Appendix – Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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