Table of Contents
Introduction
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- Research scope
- Colour cosmetics products included:
- Product definition in different sections
- Methodology
- Limitation
- Abbreviations
Executive Summary
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- A fast evolving market
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- Figure 1: China colour cosmetics market value in RMB, 2009-14
- Figure 2: Best- and worst-case forecast of China retail value sales of colour cosmetics, 2009-19
- High penetration and repertoire behaviour
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- Figure 3: Repertoire behaviour by category, June 2014
- Associate make-up styles with different occasions
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- Figure 4: Usage occasion, June 2014
- What we think
Issues and Insights
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- How to counter consumer’s fading loyalty to one brand
- The facts
- The implications
- How to create new looks
- The facts
- The implications
- How to convert non-users
- The facts
- The implications
- Can BB cream replace moisturiser?
- The facts
- The implications
Trend Applications
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- Life Hacking
- Mood to Order
- Return to the Expert
Market Size and Forecast
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- Key points
- A rapidly evolving market
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- Figure 5: China colour cosmetics market value in local currency, 2009-14
- Market drivers
- Growing disposable income
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- Figure 6: Per capita income level in rural and urban, China, 2008-13
- E-commerce revolution powering consumption
- Era of Her
- Turn pollution threat into opportunities
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- Figure 7: Example of smog in Shanghai, December 6th 2013
- Market forecast
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- Figure 8: Best- and worst-case forecast of China retail value sales of colour cosmetics, 2009-19
- New generation of foundation fuels up the segment growth
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- Figure 9: Best- and worst-case forecast of China retail value sales of facial foundation and make-up, 2009-19
- Forecast methodology
Market Segmentation and Market Share
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- Key points
- Face make-up segment dominates the market
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- Figure 10: China colour cosmetics market segmentation in value, 2009-13
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- Figure 11: Yves Saint Laurent Rouge Pur Couture range making headlines, Q4 2012
- L’Oréal rules while local brands are gaining competitive edge.
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- Figure 12: Company share by value, 2009-13
Who’s Innovating?
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- Key points
- Lip shades lead new product launches
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- Figure 13: New product launches in colour cosmetics, % share by category, 2009-13
- Blurred lines: make-up or skincare
- Face
- Lips
- Eye
- Crossover: Make-up or fashion
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- Figure 14: Estée Lauder’ s collaboration with catwalk beauty range from left to right: Tom Ford, Michael Kors, Tory Burch, 2014
- K-Beauty Storm continues
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- Figure 15: Get k-beauty on Youku from July 2013
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- Figure 16: Etude House Precious Mineral Magic, may 2014
- Make-up goes high tech
- Magic mirror
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- Figure 17: Make-up Genius will enable consumers to test make-up products using their mobile phone or tablet
- Mink
Companies and Brands
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- L’Oréal
- Company finance
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- Figure 18: L’Oréal annual report, 2013
- Company performance and strategy in China
- Make-up products portfolio and positioning in China
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- Figure 19: L’Oréal make-up portfolio in China, 1992-2013
- Marketing and advertising
- Estée Lauder
- Company financials
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- Figure 20: Company report, three months ended December 31 2013
- Company performance and strategy in China
- Make-up products portfolio and positioning in China
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- Figure 21: Estée Lauder make-up portfolio in China, 1993-2013
- Marketing and advertising
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- Figure 22: Liu Wen was the first Asian model hired as a face of Estée Lauder
- Procter & Gamble
- Company financials
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- Figure 23: 2013 P&G annual report, 2009-13
- Company performance and strategy in China
- Make-up products portfolio and positioning in China
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- Figure 24: P&G make-up portfolio in china 1989-2013
- Marketing and advertising
- LVMH
- Company background
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- Figure 25: 2013 LVMH annual report, 2011-13
- Figure 26: 2013 LVMH annual report, 2011-13
- Company performance and strategy in China
- Make-up products portfolio and positioning in China
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- Figure 27: LVMH make-up portfolio in China, 1989-2013
- Marketing and advertising
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- Figure 28: Guerlain launched a KISSKISS法式诱惑一吻定情 topic on Weibo, Q2 2014
The Consumer – Current Skin Problems
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- Key points
- Dull skin concerns support the rise of “CC cream”
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- Figure 29: Current skin problem, June 2014
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- Figure 30: CC creams launched during 2012-13 in china from left to right: Olay, Estée Lauder, Biotherm, Origins
- Anti-ageing on the rise
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- Figure 31: Current skin problem comparison 2013 vs 2014
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- Figure 32: Clinique Even Better Essence range, Q4 2013
- Multiple skin problems need a “Hero”
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- Figure 33: Repertoire of current skin problems, June 2014
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- Figure 34: Current skin problem by incomes, June 2014
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- Figure 35: Laneige BB Cushion Pore Control SPF 50+ PA+++ Q1 2014
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- Figure 36: Touche Éclat Radiant Touch, the iconic one-for-all highlight pen, Q2 2014
The Consumer – Usage
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- Key points
- Usage
- A solid make-up regime
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- Figure 37: Colour cosmetics usage in the past six months, June 2014
- K-beauty drives red lip sensation
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- Figure 38: Comparison in any usage 2013 July vs 2014 June 2014
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- Figure 39: Lanchen team up with Jun Ji-hyun
- Income define the sophistication
- Recognise the city disparity
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- Figure 40: Colour cosmetics usage by cities, June 2014
- Repertoire behaviour
- Most consumers switch between several familiar brands in all colour cosmetics categories
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- Figure 41: Repertoire behaviour by category, June 2014
- Portfolio management: Hero products and new shades
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- Figure 42: Repertoire behaviour, June 2014
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- Figure 43: Some of the best known hero products that create long term loyalty from left to right: Guerlain’s Météorites Perles; Marie Dalgar mascara
The Consumer – Routine
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- Key points
- A good complexion means everything
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- Figure 44: Routine preference, June 2014
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- Figure 45: Frequency of use of make-up products, July 2013
- Mascara for the youngsters, lipstick for everyone
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- Figure 46: Routine preference, by demographics, June 2014
- Every city has its own colour of beauty
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- Figure 47: Routine preference, by demographics, June 2014
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- Figure 48: Routine preference, by demographics, June 2014 (continued)
The Consumer – Usage Occasion
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- Key points
- Associate make-up styles with different occasions
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- Figure 49: Usage occasion, June 2014
- Get the look
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- Figure 50: Usage occasion, by demographics, June 2014
- Make you feel good
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- Figure 51: Usage occasion, june 2014
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- Figure 52: Karl Lagerfeld for Shu Uemura collection for Christmas, Q4 2012
- Wear to impress
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- Figure 53: Usage occasion by ages, June 2014
- Wear to be successful
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- Figure 54: Usage occasion by ages, June 2014
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- Figure 55: TV drama divorce lawyers has created visual content for make-up brands to promote office make-up
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- Figure 56: Usage occasion by incomes, June 2014
- Chengdu, new champion for fashion
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- Figure 57: Usage occasion by cities, June 2014
- Higher income earners more likely to wear make-up daily
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- Figure 58: Usage occasion by ages, June 2014
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- Figure 59: Usage occasion by incomes, June 2014
The Consumer – Non-usage
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- Key points
- Most non-users consider wearing make-up a complex process
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- Figure 60: Make-up users vs non-users in the last six months, June 2014
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- Figure 61: Reasons for not using colour cosmetics, June 2014
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- Figure 62: Lancôme team up with singer Zhou Bichuang, Q1 2014
- Conversion from an early stage
The Consumer – Channel Usage
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- Key points
- Higher income earners drive the popularity of high-end channels
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- Figure 63: Purchase channel, June 2014
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- Figure 64: Purchase channel by incomes, June 2014
- Taobao/Tmall leads online shopping
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- Figure 65: Purchase channel online, June 2014
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- Figure 66: China online retailer market share in value, 2013
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- Figure 67: Purchase channel online by ages, June 2014
- Blurring channel boundary
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- Figure 68: Repertoire of purchase channel, June 2014
- Omnichannel experience for higher income earners
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- Figure 69: Repertoire of purchase channel by incomes, June 2014
- City specific geographical business solution
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- Figure 70: Purchase channel, by cities, June 2014
- e-tail revolution in low tier cities
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- Figure 71: Purchase channel, by demographics, June 2014
The Consumer – Brand Preference
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- Key points
- Western brands take the crown
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- Figure 72: Brand preference, June 2014
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- Figure 73: Laneige Snow BB Soothing Cushion and the Etude House Precious Mineral Any Cushion are expected to become the next hits in china, q1 2014
- Incomes define preference
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- Figure 74: Foundation preference by incomes, June 2014
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- Figure 75: Eye shadow preference by incomes, June 2014
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- Figure 76: Mascara shadow preference by incomes, June 2014
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- Figure 77: Lipstick preference by incomes, June 2014
- Availability is the key to recruit low income shoppers without brand preference
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- Figure 78: Brand preference by incomes, June 2014
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- Figure 79: Brand preference by incomes, June 2014
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- Figure 80: Brand preference by incomes, June 2014
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- Figure 81: Sephora Paint Rio in Neon Nail Polish Kit, Q2 2014
- City difference
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- Figure 82: foundation brand preference by cities, June 2014
The Consumer – Category Association
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- Key points
- Can BB cream replace moisturiser?
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- Figure 83: Category benefit-association, June 2014
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- Figure 84: Correspondence map analysis, June 2014
- BB cream remains popular to high income earners
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- Figure 85: Category benefit-association, by demographics, June 2014
- Foundation products increase the ease to use
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- Figure 86: Estée Lauder CyberWhite Brightening Make-up Base acts as a make-up base while such product do not exist in the west while it is replace by make-up primer
- Market gap for primer products
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- Figure 87: Dr. Feelgood Velvety Complexion Balm and The POREfessional Pro Balm
- Methodology
Appendix – The Consumer – Profile
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- Figure 88: Current skin problem, June 2014
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- Figure 89: Most popular current skin problem, by demographics, June 2014
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- Figure 90: Next most popular current skin problem, by demographics, June 2014
- Repertoire analysis
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- Figure 91: Repertoire of current skin problem, June 2014
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- Figure 92: Repertoire of current skin problem, by demographics, June 2014
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Appendix – The Consumer – Behaviour – Habit
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- Figure 93: Repertoire behaviour, June 2014
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- Figure 94: Repertoire behaviour – Foundation, by demographics, June 2014
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- Figure 95: Repertoire behaviour – Face powder, by demographics, June 2014
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- Figure 96: Repertoire behaviour – Concealer, by demographics, June 2014
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- Figure 97: Repertoire behaviour – Blusher, by demographics, June 2014
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- Figure 98: Repertoire behaviour – Mascara/lash serum, by demographics, June 2014
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- Figure 99: Repertoire behaviour – Eye shadow, by demographics, June 2014
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- Figure 100: Repertoire behaviour – Eye liner, by demographics, June 2014
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- Figure 101: Repertoire behaviour – Eyebrow definer, by demographics, June 2014
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- Figure 102: Repertoire behaviour – Lipstick, by demographics, June 2014
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- Figure 103: Repertoire behaviour – Lip gloss, by demographics, June 2014
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- Figure 104: Repertoire behaviour – Lip liner, by demographics, June 2014
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- Figure 105: Repertoire behaviour – Nail polish, by demographics, June 2014
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Appendix – The Consumer – Barrier of Usage
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- Figure 106: Reasons for not using colour cosmetics, June 2014
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Appendix – The Consumer – Behaviour – Routine
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- Figure 107: Routine preference, June 2014
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- Figure 108: Most popular routine preference, by demographics, June 2014
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- Figure 109: Next most popular routine preference, by demographics, June 2014
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Appendix – The consumer – Behaviour – Occasion
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- Figure 110: Usage occasion, June 2014
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- Figure 111: Most popular usage occasion, by demographics, June 2014
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- Figure 112: Next most popular usage occasion, by demographics, June 2014
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Appendix – The Consumer – Behaviour – Channel Usage
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- Figure 113: Purchase channel, June 2014
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- Figure 114: Most popular purchase channel, by demographics, June 2014
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- Figure 115: Next most popular purchase channel, by demographics, June 2014
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- Figure 116: Other purchase channel, by demographics, June 2014
- Repertoire analysis
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- Figure 117: Repertoire of purchase channel, June 2014
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Appendix – The Consumer – Brand Preference
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- Figure 118: Brand preference, June 2014
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- Figure 119: Brand preference – Foundation, by demographics, June 2014
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- Figure 120: Brand preference – Eye shadow, by demographics, June 2014
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- Figure 121: Brand preference – Mascara, by demographics, June 2014
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- Figure 122: Brand preference – Lipstick, by demographics, June 2014
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Appendix – The Consumer – Category Association
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- Figure 123: Category benefit-association, June 2014
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- Figure 124: Most popular category benefit-association – Facial moisturiser, by demographics, June 2014
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- Figure 125: Next most popular category benefit-association – Facial moisturiser, by demographics, June 2014
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- Figure 126: Most popular category benefit-association – BB cream, by demographics, June 2014
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- Figure 127: Next most popular category benefit-association – BB cream, by demographics, June 2014
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- Figure 128: Most popular category benefit-association – Foundation, by demographics, June 2014
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- Figure 129: Next most popular category benefit-association – Foundation, by demographics, June 2014
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- Figure 130: Most popular category benefit-association – Block sheer, by demographics, June 2014
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- Figure 131: Next most popular category benefit-association – Block sheer, by demographics, June 2014
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- Figure 132: Repertoire of purchase channel, by demographics, June 2014
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