Appealing to young beauty consumers is important but challenging. These 18-24 year olds, particularly women, represent future consumer trends and are already highly involved across beauty categories. They consider beauty as a way of self-expression, rather than meeting society’s expectations, and show a strong willingness to invest in beauty at a young age while also caring about ethical issues, especially sustainability and transparency.
Meanwhile, brands need to be mindful that young consumers’ product usage and brand choice are largely limited by their lower spending power. They are not likely to be the big spenders in the beauty market, and brands may consider diversifying their target audience, given the shrinking young population in China.
Key issues covered in this Report
How young consumers define being beautiful
Young consumers’ beauty routines and brand preferences
Young consumers’ perceptions of Chinese beauty brands and foreign beauty brands
Young consumers’ attitudes toward brand ethics
The impact of COVID-19 on young consumers
Definitions
Young beauty consumers refer to 18-24 year old consumers who shop for beauty products, which include products from the following categories:
Facial skincare products
Colour cosmetics
Haircare
Hair colourants and styling products
Bodycare
Shower and bath products
Fragrances
Beauty accessories (such as tools, devices, services)
Beauty consumers in other age groups (25-49 year olds) will also be discussed throughout the Report, as a comparison with young beauty consumers.
