Today’s Chinese consumers turn to online channels to learn about beauty. Beauty brands (eg official websites, WeChat/Weibo accounts, etc), shopping websites and beauty bloggers are the most popular sources of beauty information, while fewer consumers consult in-store staff for advice.
However, the most popular information sources are not always the most trusted. Consumers tend to be more sceptical of information provided by shopping websites and beauty bloggers, while families/friends are most trustworthy, highlighting the power of peer-to-peer marketing.
The good news for beauty brands is that they are considered the second-most trustworthy source of beauty information, only behind friends/families. Overall, consumers have positive perceptions towards beauty brands as an information source, such as being ethical, impartial, professional and leading the latest beauty trends. Beauty brands could leverage these positive consumer perceptions to become an approachable beauty expert for consumers.
Key issues covered in this Report
Consumers’ usage of and trust in different sources of beauty information
Product information that consumers care about most
Attributes that drive consumers to follow beauty bloggers
Consumer perceptions of beauty brands and beauty bloggers
Consumer interactions with beauty brands and beauty bloggers
Definitions
This Report investigates where beauty shoppers get their beauty information from, their attitudes towards different information sources and how their purchase decisions are influenced.
Throughout this Report, references to ‘beauty’ denote 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)
