Table of Contents
Executive Summary
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- Impact of COVID-19 on women’s facial skincare
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- Figure 1: Short, medium and long term impact of COVID-19 on women’s facial skincare, October 2020
- The market
- Expect continued growth in spite of a slowdown in 2020
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- Figure 2: Market size and forecast of women’s facial skincare, China, 2015-25
- Companies and brands
- Most leading brands fare well
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- Figure 3: Leading companies’ share of value sales of women’s facial skincare products, China, 2018 and 2019
- The consumer
- Lifestyles determine skin issues
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- Figure 4: Causes of skin issues, September 2020
- Penetration is high and continues to rise
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- Figure 5: Facial skincare products used in the last six months, 2017-20
- A category driven by benefits and ingredients
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- Figure 6: Purchase factors of facial skincare products, September 2020
- A great preference for natural ingredients
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- Figure 7: Perceptions of natural and synthetic ingredients, September 2020
- Potential of playing up Chinese heritage in skincare
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- Figure 8: Attitudes towards skincare products incorporating Chinese elements, September 2020
- Beauty discovery journey is shifting to online
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- Figure 9: Preference for online and offline brand activities, September 2020
- What we think
Issues and Insights
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- Drive health and wellness concepts in the post-pandemic era
- Upgrade your storytelling about ingredients
The Market – Key Takeaways
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- Expected continued growth in spite of a slowdown in 2020
Market Size and Forecast
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- Facial skincare fares well during the COVID-19 outbreak
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- Figure 10: Short, medium and long term impact of COVID-19 on women’s facial skincare, October 2020
- Accelerated value growth in 2019
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- Figure 11: Total value sales and yoy growth of women’s facial skincare market, China, 2015-19
- Slowdown in 2020, but further growth expected to 2025
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- Figure 12: Market size and forecast of women’s facial skincare, China, 2015-25
Market Drivers
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- Ageing population offers a new target group
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- Figure 13: Female population structure, by age, China, 2012-18
- The changing retail landscape
- Social commerce is key in 2020 and years to come
- Domestic duty-free encourages purchase of prestige products
- Pharmacy/drugstore has potential to expand
Companies and Brands – Key Takeaways
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- Prestige brands and online business drive growth
Market Share
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- Most leading players fare well
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- Figure 14: Leading companies’ share of value sales of women’s facial skincare products, China, 2018 and 2019
Competitive Strategies
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- Prestige brands keep renovating their classic products
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- Figure 15: New launches of Estée Lauder Advanced Night Repair range, China, 2019-20
- Local brands tap into the prestige sector
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- Figure 16: Examples of anti-ageing facial skincare products from local brands, China, 2020
- Figure 17: Example of Inoherb Tang products, China, 2020
- Consumer co-creation is going mainstream
- Online engagement is evolving
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- Figure 18: Examples of beauty-related challenges on TikTok, China, 2019
Launch Activity and Innovation
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- New variety/range extension and relaunch on the rise
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- Figure 19: New women’s facial skincare launches, by launch type, China, 2016-20
- Figure 20: Examples of relaunched women’s facial skincare products, China, 2020
- Face/neck care makes up the majority of new product launches
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- Figure 21: New women’s facial skincare launches, by segment, China, 2016-20
- Brightening/illuminating as a key functional claim
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- Figure 22: Top claims of new women’s facial skincare launches, China, 2016-20
- Figure 23: Examples of new women’s facial skincare launches with a ‘brightening/illuminating’ claim, China, 2020
- Anti-ageing remains in the spotlight
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- Figure 24: Examples of new women’s facial skincare launches with retinol, China, 2020
- Local brands increase sensitive skin care launches
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- Figure 25: Examples of new women’s facial skincare launches with a ‘for sensitive skin’ claim, China, 2019-20
- Eco-friendly packaging gets attention
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- Figure 26: Innisfree Green Tea Seed Serum, China, 2020
- Local brands explore on-trend ingredients
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- Figure 27: Examples of new women’s facial skincare launches with probiotics ingredients, China, 2020
- Innovation Highlights
- Mask-style formats care for and protect skin
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- Figure 28: Examples of facial masks with virus protection and skincare benefits, Japan and Thailand, 2020
- Prestige innovations blur with beauty salon treatments
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- Figure 29: Examples of at-home use facial skincare products with cosmetic surgery themes, Japan, Singapore and South Korea, 2019-20
The Consumer – Key Takeaways
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- Skin concerns are high due to lifestyles
- Usage of facial skincare products still on the rise in tier one cities
- Women are well sold on natural ingredients
- Online is reshaping how women learn about beauty trends
Skin Issues
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- Overall skin concerns remain consistent, but women pay increasing attention to complexion
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- Figure 30: Skin issues in the last six months, 2019 vs 2020
Causes of Skin Issues
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- Lifestyle factors cause skin issues
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- Figure 31: Causes of skin issues, September 2020
- Suncare education helps the category win more consumers
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- Figure 32: SkinCeuticals AOX+ Eye Gel, China, 2020
- All age groups are concerned about ageing
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- Figure 33: Causes of skin issues, by cause of skin issues, September 2020
Product Usage
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- Penetration is high and continues to rise
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- Figure 34: Facial skincare products used in the last six months, 2017-20
- Lower tier city women show signs of cutting back on their repertoires
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- Figure 35: Number of facial skincare products used in the last six months, by city tier, September 2020
Purchase Factors
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- A category driven by benefits and ingredients
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- Figure 36: Purchase factors of facial skincare products, September 2020
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- Figure 37: Purchase factors of facial skincare products, by age, September 2020
- Format/texture plays a more important role than brand or price
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- Figure 38: L’Oréal Paris Double Layer Milk-in-Water, China, 2020
Perceptions of Natural and Synthetic Ingredients
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- A great preference for natural ingredients
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- Figure 39: Perceptions of natural and synthetic ingredients, September 2020
Attitudes towards Chinese Skincare
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- Potential of playing up Chinese heritage in skincare
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- Figure 40: Attitudes towards skincare products incorporating Chinese elements, September 2020
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- Figure 41: Ma:nyo Zaódam Sooc Cream, South Korea, 2019
- Figure 42: Victoria’s Secret model Romee Strijd doing facial gua sha, 2019
- Consumers want to support local brands
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- Figure 43: Attitudes towards Chinese skincare brands, September 2020
Preference for Brand Activities and Services
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- Online is the preferred channel for beauty discovery
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- Figure 44: Preference for online and offline brand activities, September 2020
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- Figure 45: Purchase factors of facial skincare products, by preference for online and offline brand activities, September 2020
- Young consumers are more willing to communicate with beauty advisors in offline channels
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- Figure 46: Preference for communicating with beauty advisors, by age, September 2020
- Consumers are interested in at-home facial treatments, but skin tests still need to be done in store
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- Figure 47: Preference for having facial treatment, by age, September 2020
Appendix – Market Size and Forecast
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- Figure 48: Market value and year-on-year growth of women’s facial skincare, China, 2015-25
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Appendix – Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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