Table of Contents
Executive Summary
-
- Impact of COVID-19 on young beauty consumers
-
- Figure 1: Short, medium and long-term impact of COVID-19 on young beauty consumers, November 2020
- The consumer
- Beauty is being unique and confident, rather than fitting in
-
- Figure 2: Definition of being beautiful, by age, October 2020
- Young consumers are still developing their beauty routines
-
- Figure 3: Beauty routines, female, by age, October 2020
-
- Figure 4: Beauty routines, male, by age, October 2020
- Young consumers are not loyal users of Chinese brands
-
- Figure 5: Facial skincare brands (country of origin) used most often, by age, October 2020
- Chinese beauty brands are urged to improve in advanced technology and trendiness
-
- Figure 6: Perceptions of Chinese and foreign beauty brands, October 2020
-
- Figure 7: Perceptions of Chinese and foreign beauty brands, Chinese brands users, October 2020
- The influence of clean beauty
-
- Figure 8: Social responsibilities that beauty brands should take, by age, October 2020
- Young consumers desire premium brands while being sceptical
-
- Figure 9: Attitudes towards beauty products/brands, by age, October 2020
- Rejecting traditional gender expressions
-
- Figure 10: Attitudes towards beauty products classified by gender/age, by age, October 2020
- What we think
Issues and Insights
-
- Beauty as a form of self-expression
-
- Figure 11: Example of Nono Notes products, China, 2020
-
- Figure 12: Example of Benefit Cosmetics Game Face campaign, US, 2020
- Transparency on pricing demonstrates value-for-money
-
- Figure 13: Example of Stowaway Cosmetics’ introduction on pricing
Market and Competition – Key Takeaways
-
- Be mindful about the shrinking young population
- Creating new experiences for young consumers
Market Factors
-
- The young population is small in number and shrinking
-
- Figure 14: Population structure by generation, China, 2020
- More financially vulnerable
-
- Figure 15: Financial status, by age, March-November 2020
Competitive Strategies
-
- Being novel and fun
-
- Figure 16: Fomomy tattoo lipstick, China, 2020
- Figure 17: Kaleidos Space Age Highlighter, China, 2020
-
- Figure 18: Nyscps Little Sun Probiotic toothpaste series, China, 2020
- Expanding digital presence
-
- Figure 19: Example of Shiseido’s livestreaming on Bilibili with bullet screen comments, China, 2020
- Launching sub-lines/brands specifically for young consumers
-
- Figure 20: Example of MAO Stylist products, China, 2020
- Involving consumers in the creation of both products and campaigns
-
- Figure 21: Example of HomeFacialPro’s theme song lyrics written by consumers, China, 2020
The Consumer – Key Takeaways
-
- Self-expression is essential to young beauty consumers
- Beauty routine and brand choice still limited by income level
- Consumers have more positive perceptions of foreign brands
Definition of Being Beautiful
-
- Being beautiful is about being unique and confident
-
- Figure 22: Definition of being beautiful, by age, October 2020
- Young women are more likely to be proud of their flaws
-
- Figure 23: Definition of being beautiful, 18-24 year olds, by gender, October 2020
Beauty Routines
-
- Young women are still developing their beauty routines
-
- Figure 24: Beauty routines, female, by age, October 2020
- High-earning young women use even more than their older counterparts
-
- Figure 25: Beauty routines, 18-24 year old females, by monthly personal income, October 2020
- Figure 26: Use beauty devices as part of daily beauty routine, female, by age and monthly personal income, October 2020
- Young men have a simple beauty routine focusing on hair…
-
- Figure 27: Beauty routines, male, by age, October 2020
- …especially those from lower tier cities
-
- Figure 28: Beauty routines, 18-24 year olds, by city tier, October 2020
Brand Preferences
-
- Chinese haircare brands appeal to all age groups
-
- Figure 29: Haircare brands (country of origin) used most often, by age, October 2020
- Japanese skincare brands regain popularity among women
-
- Figure 30: Facial skincare brands (country of origin) used most often, female, 2016-20
- 18-24 year olds are bigger fans of Chinese skincare brands…
-
- Figure 31: Facial skincare brands (country of origin) used most often, by age, October 2020
- …but they are most likely to switch to foreign brands when income increases
-
- Figure 32: Use Chinese facial skincare brands most often, by age and monthly personal income, October 2020
-
- Figure 33: Facial skincare brands (country of origin) used most often, by age and agreement on ‘I’m willing to buy the most premium beauty brands that I can afford’, October 2020
- South Korean brands still have advantages in colour cosmetics
-
- Figure 34: Colour cosmetics brands (country of origin) used most often, by age, October 2020
- 18-24 years olds from lower tier cities prefer South Korean beauty
-
- Figure 35: Use South Korean colour cosmetics brands most often, by age and city tier, October 2020
Perceptions of Chinese Beauty Brands
-
- Chinese beauty brands could win in being environmentally-friendly…
-
- Figure 36: Perceptions of Chinese and foreign beauty brands, October 2020
- …but they need to improve in technology and trendiness most
-
- Figure 37: Perceptions of Chinese and foreign beauty brands, Chinese brands users, October 2020
- 18-24 year olds are more likely to recognise the efficacy of Chinese brands
-
- Figure 38: Perceptions of Chinese beauty brands, Chinese brand users, by age, October 2020
Attitudes towards Brand Ethics
-
- Environmental issues/sustainability and transparency matter most
-
- Figure 39: Social responsibilities that beauty brands should take, by age, October 2020
-
- Figure 40: Examples of traceability initiatives
- Young women ask for diversity in beauty
-
- Figure 41: Social responsibilities that beauty brands should take – Promoting diversity in beauty, by gender and age, October 2020
- Chinese brands are expected to protect traditional culture
-
- Figure 42: Social responsibilities that beauty brands should take, by usage of Chinese brands, October 2020
-
- Figure 43: Florasis Miao’s silver-themed makeup set, China, 2020
Attitudes towards Beauty Products/Brands
-
- Willing to spend on beauty, but not always buy in premium brands
-
- Figure 44: Attitudes towards beauty products/brands, by age, October 2020
- Rejecting traditional gender expressions
-
- Figure 45: Attitudes towards beauty products classified by gender/age, by age, October 2020
- Figure 46: Example of #Hashtag Imperfection Matte Primer, China, 2020
- Beauty is a reflection of personal lifestyle, rather than society’s expectations
-
- Figure 47: Attitudes towards beauty products/brands, by age, October 2020
Appendix –Methodology and Abbreviations
-
- Consumer research methodology
- Abbreviations
Back to top