Table of Contents
Executive Summary
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- The market
- Fast growth projected for both market in 2021
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- Figure 1: Total value sales of facial cleansing and makeup removal products, China, 2019-21
- Companies and brands
- Mildness supports growth for newer cleanser brands
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- Figure 2: Top 10 brands by online* value shares of facial cleansing products, China, 2021
- Natural, safe, sensitive skin brands uprising
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- Figure 3: Top 10 brands by online* value shares of makeup removal products, China, 2021
- The consumer
- Males growing in having combination skin
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- Figure 4: Skin type and sensitivity, by gender, 2021
- 75% of males have used facial cleansing products
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- Figure 5: Usage of facial cleansing and makeup removal products, by gender, 2021
- 83% of male include facial cleanser in daily skincare routines
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- Figure 6: Routines of washing face, male, 2021
- Figure 7: Routines of washing face, female, 2021
- Females value second-round cleansing
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- Figure 8: Facial cleansing needs, by gender, 2021
- Cleansing efficacy, skincare benefits, and mildness trigger trading up
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- Figure 9: Features willing to pay more for, 2021
- Build mildness via cleanness and skin sensations
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- Figure 10: Feature for mildness, 2021
- Compacted price range under RMB100
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- Figure 11: Price range of makeup removal products, 2021
- What we think
Issues and Insights
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- Cleansers’ skincare benefits: nice to have and must-haves
- Expanding basic skincare functions for females
- Develop product solutions with advanced skincare benefits for males
- Opportunities in skin sensations
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- Figure 12: Example of coherent skin sensation communication, China, 2021
Market Size
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- Growth rates took a hit in 2020
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- Figure 13: Total value sales of facial cleansing and makeup removal products, China, 2019-21
- Estimated to bounce back to the fast lane in 2021
Market Factors
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- Solid consumer base for facial cleansers even among males
- Rigid beauty demand facilitating makeup usage recovery
- Second-round cleansing protects both markets from cannibalisation
- Skincare benefits and mildness continue to drive trade-ups
- New regulations require proof for skincare benefit claims
Online Market Share
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- Top three brands unchanged in facial cleansing market
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- Figure 14: Top 10 brands by online* value shares of facial cleansing products, China, 2021
- Males exploring newer brands
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- Figure 15: Example of domestic male grooming brand’s facial cleansing products, China, 2021
- Mildness-pursuing consumers support newer clean brands
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- Figure 16: Example of domestic professional brand’s facial cleansing products, China, 2021
- New popular remover brands emerging online
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- Figure 17: Top 10 brands by online* value shares of makeup removal products, China, 2021
- Harvest growth via hero products
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- Figure 18: Shu uemura product line expansion into natural image removal oil, China, 2021
- Sensitive skin and mildness pursuer support professional brands
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- Figure 19: CLNIQUE removal balm, China, 2021
- Essential oil brands expanding to remover with natural image
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- Figure 20: Example of cleansing oil from essential oil brands, China, 2020-21
Marketing Activities
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- Cross category collaboration with Tech group to entice males
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- Figure 21: Example of cleansing oil from essential oil brands, China, 2020-21
- Domestic company acquiring imported premium brand
New Product Trends
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- Top two growing claims are ‘ease of use’ and ‘for sensitive skin’
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- Figure 22: Top 10 growing claims in new launched facial cleansers, China, 2019-20
- Wipe format facial cleansers increased
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- Figure 23: Example of cleansing oil from essential oil brands, China, 2020-21
- Prebiotics/probiotics brings new prospective for skincare benefits
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- Figure 24: Change of 10 selected beauty enhancing and function claims in new launched facial cleansers, China, 2019-20
- Figure 25: Example of facial cleansing products with prebiotics/probiotics claim, China, 2020-21
- Richer formats NPD restored in 2021
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- Figure 26: Top 10 formats of new launched removers, China, 2019-21
- Remover growing in bearing advanced skincare benefits
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- Figure 27: Top six growing beauty enhancing claims of new launched removers, China, 2019-21
- Figure 28: Example of anti-aging makeup removers, China, 2021
- Dermatologically tested removers
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- Figure 29: Examples of removers for sensitive skin, China and UK, 2021
Skin Type and Sensitivity
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- Percentage of ‘self-diagnosed’ sensitive skin stagnating
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- Figure 30: Skin type and sensitivity, by gender, 2021
- Males increase in having a combination skin
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- Figure 31: Skin type, male, 2020 vs 2021
Usage of Facial Cleansing and Makeup Removal Products
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- Males lag in format variety
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- Figure 32: Usage of facial cleansing and makeup removal products, by gender, 2021
- Younger females are less exploratory in trying various remover formats
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- Figure 33: Usage of makeup removal products, female, by age, 2021
Routines of Washing Face
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- 83% of men have established the habit of using facial cleanser
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- Figure 34: Routines of washing face, male, 2021
- Using makeup removal is an essential step for women even when wearing sunscreens only
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- Figure 35: Routines of washing face, female, 2021
Facial Cleansing Needs
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- Nearly half value second round cleansing, especially women
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- Figure 36: Facial cleansing needs, 2021
- Males are more interested in additional skincare benefits
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- Figure 37: Facial cleansing needs, by gender, 2021
- Figure 38: TURF Analysis for facial cleansing needs, male, 2021
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- Figure 39: Facial cleansing needs, male, by age, 2021
Features Willing to Pay More for
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- Prioritise upgrading cleansing efficacy for removers
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- Figure 40: Features willing to pay more for, 2021
- Communicate cleansers’ realistic skincare benefits to attract females
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- Figure 41: Features willing to pay more for facial cleansing products, by gender, 2021
Feature for Mildness
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- Consumers value ingredient level mildness
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- Figure 42: Feature for mildness, 2021
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- Figure 43: TURF Analysis for features of mildness, 2021
- Skin sensation is the top feature to attract those who will pay for milder products
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- Figure 44: Feature for mildness, by willingness to pay more for milder products (with those unwilling as benchmark), 2021
- Younger females resonate more with formula-based mildness
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- Figure 45: Feature for mildness, female, by age, 2021
Price Range of Removal Products
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- Major price range RMB20-100
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- Figure 46: Price range of makeup removal products, 2021
- Remover trade-ups led by tier one city users
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- Figure 47: Price range of selected makeup removal products, by city tier, 2021
Appendix – Market Size
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- Figure 48: Total value sales of facial cleansing products market, China, 2018-21
- Figure 49: Total value sales of makeup removal products market, China, 2018-21
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Appendix – Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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