Table of Contents
Introduction
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- Definition
- Report structure
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: China total facial care retail market value forecast, 2008-18
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- Figure 2: China facial care market, by segments, 2008-18
- Companies and brands
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- Figure 3: China top 5 facial care companies market value share, 2010-12
- The consumer
- Facial skin concerns
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- Figure 4: Facial skin type, May 2013
- Usage and frequency of facial skincare products and desired product attributes
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- Figure 5: Usage frequency of facial skincare products, May 2013
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- Figure 6: Desired facial skincare product qualities, May 2013
- Purchasing facial skincare products –factors and behaviour
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- Figure 7: Factors considered important when buying facial skincare products, May 2013
- Facial care products usage attitudes
- Key issues
- Local brands increasing in market significance
- Scope to increase sales of specialised skincare products
- Products with ‘free-from’ claims are gaining consumers’ attention
- What we think
The Market
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- Key points
- Market size
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- Figure 8: China facial care market value, 2008-13
- Market segmentation
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- Figure 9: China facial care market segmentation sales value, value share and CAGR, 2010-12
- Segmentation tiers for brands
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- Figure 10: Brands segmentation with some common foreign and domestic brands example
- Anti-ageing creams and lotions are gaining attention
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- Figure 11: The top five claims for facial care products, 2010-13 (June)
- Figure 12: China facial creams and lotions value year-on-year growth and CAGR, by functional types, 2009-12
- Forecast
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- Figure 13: China total facial care retail market value forecast, 2008-18
- Figure 14: China facial creams and lotions retail market value forecast, 2008-18
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- Figure 15: China facial cleansers and toners retail market value forecast, 2008-18
- Figure 16: China facial mask retail market value forecast, 2008-18
- Figure 17: China facial specialised care retail market value, 2008-18
Market Drivers and Barriers
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- Underlying growth drivers
- Increasing average personal disposable income and the growth of the middle class
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- Figure 18: Growth rate of incomes and expenditure of urban households, by four regions, 2009-11
- Increase in highly educated women in the workforce
- Increasing exposure to the beauty trends from Western and neighbouring countries
- Pollution and hectic lifestyle
- Improvement in infrastructure and expansion of retailers across the country
- Growth of online retail triggers facial products market
- Underlying growth barriers
- Demographic and regional facial care usage and awareness challenges
- Profound product scandals strike consumer confidence
Companies and Brands
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- Key points
- Companies share
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- Figure 19: China facial skincare companies’ market share, annual growth rate and CAGR, 2010-12
- International Companies and Brands
- L’Oréal Group
- L’Oréal Paris
- Maybelline
- Shiseido Company
- Estée Lauder Companies, Inc
- Procter & Gamble Ltd. Co. (P&G)
- Domestic Companies and Brands
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- Figure 20: China top five domestic facial care companies’ market share, annual growth rate and CAGR, 2010-12
- Shanghai Inoherb Cosmetics Co., Ltd.
- Jala (Group) Co. Ltd.
- Jahwa Group
- Zhejiang Proya Cosmetics Co., Ltd.
- Emerging Korean companies and brands
- Amorepacific Group
The Consumer – Facial Skin Concerns
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- Key points
- Enlarged pores, eye bags/dark circles and dull facial skin complexion are the top facial skin concerns
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- Figure 21: Facial skin concerns, May 2013
- Nine in ten have multiple facial skin concerns
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- Figure 22: Repertoire of Facial skin concerns, by age group, May 2013
The Consumer – Usage and Frequency of Facial Skincare Products and Desired Product Attributes
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- Key points
- More than half use specialized facial products
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- Figure 23: Usage frequency of facial skincare products, May 2013
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- Figure 24: Usage frequency for selected facial care products, by income group, May 2013
- Hydrating, whitening and anti-ageing remain common product claims
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- Figure 25: Desired facial skincare products qualities, May 2013
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- Figure 26: The top five claims for facial care products, 2010-13 (June)
- Two thirds of consumers look for products with no harmful ingredients
- More than half look for facial care products to reduce the appearance of pores
The Consumer – Purchasing Facial Skincare Products –Factors and Behaviour
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- Key points
- Factors considered when purchasing facial care products
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- Figure 27: Factors considered important when buying facial skincare products, May 2013
- Facial care products purchase behaviour
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- Figure 28: Facial skincare products purchase statement, May 2013
The Consumer – Facial Care Products Usage Attitudes
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- Key points
- Attitudes towards facial care products usage
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- Figure 29: Facial skincare products usage statement, May 2013
- The young are attracted by multi-purpose products…
- …but higher earners are happy to pay a premium for specialised products
Key Issue – Local Brands Increasing in Market Significance
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- Key points
- Fierce rivalry in the facial care market
- International firms have bought into the local market…
- …and have started to localise their brands
- Expansion of the offline and online beauty retailers fuels domestic brands’ growth
- Establishing a premium position with specialised products in the domestic skincare market
- Emphasise the source of natural ingredients to attract increasingly richer Chinese women
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- Figure 30: Heavy* usage frequency of facial skincare products, by income group, May 2013
- Organic ingredients
- Traditional Chinese Medicine (TCM)
- Marine Ingredients
- Other natural ingredients that domestic skincare companies are using
- Succession by riding on the South Korea fashion wave to attract the younger Chinese women
- Pursuit of packaging innovations to target the late teens and women in their early 20s
- What does it mean?
Key Issue – An Opportunity to Encourage Consumers to Trade up to Specialist Products
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- Key points
- Consumers are concerned with facial imperfections
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- Figure 31: Reduces the appearance of pores claims in facial care products, 2010-13(Jun)
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- Figure 32: Reduces dark circles/puffiness claims in facial care products, 2010-13 (Jun).
- Star-solution products for facial imperfections are needed
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- Figure 33: Facial skincare products usage statement, May 2013
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- Figure 34: Facial skincare products purchase statement, May 2013
- Grabbing women’s attention through specific facial imperfections
- Products for enlarged pores: strengthen USP and create middle price segment to create usage entry
- USP: Pore minimising
- USP: Poreriser
- USP: Pore cover
- USP: Invisible pores
- Eye care potentials: product extension and enhancement on performance credibility
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- Figure 35: New facial care product launch, 2010-13 (Jun)
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- Figure 36: Eye care products, % by product claim, 2010-13 (Jun)
- Eye care essence
- Eye-Illuminating Youth Activator
- Revitalise potential to radiate dull skin
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- Figure 37: Proportion of facial skincare products with Brightening/illuminating claims in China, UK and US, 2010-13(Jun)
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- Figure 38: Facial care products that claim both Antioxidant and brightening properties, China, UK, and US, 2010-12
- Products treating multiple imperfections are emerging
- Middle-to-high income women can be encouraged to use home electronic facial devices
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- Figure 39: Facial skincare products usage statement, ‘At-home electronic facial devices are just as effective as going for a facial at a beauty salon’, by monthly personal income, May 2013
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- Figure 40: Facial skincare products purchase statement, ‘I am interested in trying beauty tools (eg cleansing instrument, facial massage tool)’, by monthly personal income, May 2013
- What does it mean?
Key Issue – Products with ‘Free From’ Claims Are Gaining Consumers’ Attention
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- Key points
- Concern over harmful ingredients in skincare products
- Increasing demand for ‘free-from’ claims by younger Chinese women
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- Figure 41: Desired facial skincare product qualities – free from harmful ingredients, by age group, May 2013
- Zero-burden facial care products rise in popularity
- Only a small proportion of new products contain free-from claims
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- Figure 42: ‘Free-from’ claims for facial care products, 2010-June 2013
- Innovation with free-from claims
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- Figure 43: Selected ‘free-from’ positioning claims of facial care products, 2010-13(Jun)
- Free-from claims set to set increase
- Additive-free products target expectant mothers or those with sensitive skin
- What does it mean?
Appendix – Market Size, Segmentation and Share
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- Figure 44: China’s total facial skincare market actual and forecast value, 2008-2018
- Figure 45: China’s facial cream and lotion market actual and forecast value, 2008-2018
- Figure 46: China’s cleanser and toner market actual and forecast value, 2008-2018
- Figure 47: China’s facial mask market actual and forecast value, 2008-2018
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- Figure 48: China’s specialised facial care market actual and forecast value, 2008-2018
- Figure 49: China facial skincare companies’ market share and annual growth rate, 2010-12
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Appendix – Facial Skin Concerns
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- Figure 50: Facial skin concerns, May 2013
- Figure 51: Most popular facial skin concerns, by demographics, May 2013
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- Figure 52: Next most popular facial skin concerns, by demographics, May 2013
- Figure 53: Other facial skin concerns, by demographics, May 2013
- Repertoire analysis – Facial skin concerns
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- Figure 54: Repertoire of facial skin concerns, May 2013
- Figure 55: Repertoire of facial skin concerns, by demographics, May 2013
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Appendix – Usage Frequency of Facial Skincare Products
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- Figure 56: Usage frequency of facial skincare products, May 2013
- Figure 57: Usage frequency of facial skincare products, May 2013 (continued)
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- Figure 58: Usage frequency of make-up remover (includes eye/lip/face makeup remover), by demographics, May 2013
- Figure 59: usage frequency of make-up remover, by demographics, May 2013 (continued)
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- Figure 60: Usage frequency of facial cleanser, by demographics, May 2013
- Figure 61: Usage frequency of facial cleanser, by demographics, May 2013 (continued)
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- Figure 62: Usage frequency of facial exfoliator/scrub, by demographics, May 2013
- Figure 63: Usage frequency of facial exfoliator/scrub, by demographics, May 2013 (continued)
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- Figure 64: Usage frequency of facial moisturiser/emulsion/lotion, by demographics, May 2013
- Figure 65: Usage frequency of facial moisturiser/emulsion/lotion, by demographics, May 2013 (continued)
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- Figure 66: Usage frequency of facial toner/softener, by demographics, May 2013
- Figure 67: Usage frequency of facial toner/softener, by demographics, May 2013 (continued)
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- Figure 68: Usage frequency of day cream, by demographics, May 2013
- Figure 69: Usage frequency of day cream, by demographics, May 2013 (continued)
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- Figure 70: Usage frequency of night cream, by demographics, May 2013
- Figure 71: Usage frequency of night cream, by demographics, May 2013 (continued)
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- Figure 72: Usage frequency of eye cream/gel, by demographics, May 2013
- Figure 73: Usage frequency of eye cream/gel, by demographics, May 2013 (continued)
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- Figure 74: Usage frequency of facial serum/essence/concentrate, by demographics, May 2013
- Figure 75: Usage frequency of facial serum/essence/concentrate, by demographics, May 2013 (continued)
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- Figure 76: Usage frequency of face mask or peels, by demographics, May 2013
- Figure 77: Usage frequency of face mask or peels, by demographics, May 2013 (continued)
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- Figure 78: Usage frequency of at-home electronic facial device, by demographics, May 2013
- Figure 79: Usage frequency of at-home electronic facial device, by demographics, May 2013 (continued)
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- Figure 80: Usage frequency of bb cream, by demographics, May 2013
- Figure 81: Usage frequency of bb cream, by demographics, May 2013 (continued)
- Repertoire analysis – Usage of facial skincare products
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- Figure 82: Repertoire of usage frequency of facial skincare products, May 2013
- Figure 83: Usage frequency of facial skincare products, by demographics, May 2013
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Appendix – Facial Skincare Product Qualities
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- Figure 84: Facial skincare products qualities, May 2013
- Figure 85: Most popular facial skincare products qualities, by demographics, May 2013
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- Figure 86: Next most popular facial skincare products qualities, by demographics, May 2013
- Figure 87: Other facial skincare products qualities, by demographics, May 2013
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- Figure 88: Facial skincare products qualities, by most popular facial skin type, May 2013
- Figure 89: Facial skincare products qualities, by next most popular facial skin type, May 2013
- Repertoire analysis – Skincare product qualities
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- Figure 90: Repertoire of facial skincare products qualities, May 2013
- Figure 91: Facial skincare products qualities, by demographics, May 2013
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Appendix – Factors When Buy Facial Skincare Products
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- Figure 92: Factors when buying facial skincare products, May 2013
- Figure 93: Most popular factors when buying facial skincare products – rank 1, by demographics, May 2013
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- Figure 94: Next most popular factors when buying facial skincare products – rank 1, by demographics, May 2013
- Figure 95: Other factors when buying facial skincare products – rank 1, by demographics, May 2013
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- Figure 96: Most popular factors when buying facial skincare products – rank 2, by demographics, May 2013
- Figure 97: Next most popular factors when buying facial skincare products – rank 2, by demographics, May 2013
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- Figure 98: Other factors when buying facial skincare products – rank 2, by demographics, May 2013
- Figure 99: Most popular factors when buying facial skincare products – rank 3, by demographics, May 2013
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- Figure 100: Next most popular factors when buying facial skincare products – rank 3, by demographics, May 2013
- Figure 101: Other factors when buying facial skincare products – rank 3, by demographics, May 2013
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Appendix – Facial Skincare Products Purchase Statement
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- Figure 102: Facial skincare products purchase statement, May 2013
- Figure 103: Most popular facial skincare products purchase statement, by demographics, May 2013
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- Figure 104: Next most popular facial skincare products purchase statement, by demographics, May 2013
- Figure 105: Other facial skincare products purchase statement, by demographics, May 2013
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Appendix – Facial Skincare Products Usage Statement
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- Figure 106: Facial skincare products usage statements, May 2013
- Figure 107: Most popular facial skincare products usage statement, by demographics, May 2013
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- Figure 108: Next most popular facial skincare products usage statement, by demographics, May 2013
- Figure 109: Other facial skincare products usage statement, by demographics, May 2013
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