Table of Contents
Overview
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- What you need to know
- Products covered in this report
- Facial masks included in consumer survey
- Facial masks included in market sizing
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of total facial mask sales in china, 2010-20
- Key players
- The consumer
- Sheet masks dominate the market
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- Figure 2: Facial mask usage, January 2016
- Good routines
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- Figure 3: Facial mask usage frequency, January 2016
- Distinct experiences from different types of masks
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- Figure 4: Correspondence analysis – Association towards different type of facial masks, January 2016
- Motivation for purchasing new masks
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- Figure 5: Motivation for purchasing a new facial mask, January 2016
- Mood to order masks
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- Figure 6: Facial mask usage routine and experience by ages, January 2016
- What we think
Issues and Insights
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- Masks have become a beauty essential for Chinese women
- The facts
- The implications
- User knowledge of different types of mask texture is adequate
- The facts
- The implications
- Beauty chains can still win shoppers with first-hand experience
- The facts
- The implications
- New ways to engage users
- The facts
- The implications
The Market – What You Need to Know
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- Domestic brands have become more competitive
- Growth will slow down but remains in double digits
- A dynamic market with unforeseen changes
Market Drivers
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- Cross-border e-commerce continues to boom while the Government is implementing new tax regulations to remove the grey edges
- Young shoppers drive the consumption
- Domestic brands have become more competitive in the beauty sector
Market Size and Forecast
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- Growth slowdown…
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- Figure 7: Facial mask value sales, 2012-15
- …however market growth will remain in double-digit growth
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- Figure 8: Best- and worst-case forecast of total facial mask sales in china, 2010-20
Market Share
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- A dynamic market with unforeseen changes
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- Figure 9: Top five facial mask players in china, 2012-15
Key Players
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- Yunifang, online champion
- MG, lost in translation
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- Figure 10: MG Magic Moment relaunched line, China, Q3 2015
- Inoherb, strive to be the national hero
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- Figure 11: Hua Kai Hydrating & Moisturising Mask line by Inoherb, China, Q4 2015
- MediHeal, K-beauty continues to storm China
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- Figure 12: Mediheal N.M.F Aquaring Ampoule Mask, China, Q4 2015
Who’s Innovating?
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- More specific functions targeted at specific areas
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- Figure 13: Rohto Digital-Eye Mask, Japan Q3 2015
- Figure 14: Syn-ake Spa Treatment Healing Eye Mask, Japan
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- Figure 15: Etude House Petite Beauty Winter Proof Lips Patch, South Korean, Q1 2015
- Figure 16: Bingjuwuyu Forehead Mask, China, Q4 2015
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- Figure 17: Deary Nose Mask, Taiwan, Q2 2015
- Figure 18: Skin Food Shea Butter Hand Mask, South Korean, Q1 2016
- Masks with prints
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- Figure 19: SNP Animal Dragon Soothing Mask, South Korea, Q2 2015
- Figure 20: SNP Animal Panda Warming Eye Mask, Hong Kong, Q1 2016
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- Figure 21: SNP Beijing Opera Waterfull Mask, Hong Kong, Q3 2015
- New technology in masks
- Nightglow mask
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- Figure 22: Missha Nightglow Mask, South Korea, Q4 2015
- Bubble Mask
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- Figure 23: My Scheming Miss Perfect Series Black Bubble Cleansing Mask, Taiwan, Q3 2015
- Figure 24: Milky Dress Bubbling Foaming Bomb, Hong Kong, Q4 2015
- Ultra-Fine Microfiber Sheet Mask
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- Figure 25: Dr. Jart+ Clearing Solution Ultra-Fine Microfiber Sheet Mask, South Korea, Q2 2015
- Cellulose Bio Mask
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- Figure 26: Dea Gaia Cell Refactor Cellulose Bio Mask, Japan, Q1 2016
- Two-step mask
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- Figure 27: Sexy Look 2 Step Synergy Effect Mask, Hong Kong, Q4 2015
- Figure 28: Skin Food Boosting Juice Collagen 2-Step Mask, South Korea, Q4 2015
The Consumer – What You Need to Know
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- Sheet masks are the most popular mask format
- Good routine
- Traditional bricks-and-mortar beauty chains are still the most popular destination for facial mask lovers
- Product function - WOM and natural ingredients are the key purchase motivators
- New ways of engaging users when applying masks
Facial Mask Usage
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- Sheet masks are the most popular mask format
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- Figure 29: Facial mask usage at all, January 2016
- High income earners are more likely to use masks
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- Figure 30: Facial mask usage by income, January 2016
- Cross-selling opportunities for high income earners
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- Figure 31: Repertoire of facial mask usage at all, January 2016
- Facial mask has high potential in tier 3 cities
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- Figure 32: Facial mask usage at all by city tier, January 2016
Usage Frequency
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- Sleeping masks are used most frequently
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- Figure 33: Facial mask usage frequency, January 2016
- Good routines
- High income women tend to apply masks more frequently
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- Figure 34: Facial mask usage frequency by income, January 2016
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- Figure 35: Pola B.A The Mask 60g, China, Q1 2015
Associations with Different Types of Masks
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- Distinguished experiences from different types of masks
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- Figure 36: Correspondence analysis – Association with different type of facial masks, January 2016
- Association with mud masks
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- Figure 37: Borghese Fango Active Mud for Face and Body, Q1 2015
- Association with non-woven fabric masks
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- Figure 38: SK-II Facial Treatment Mask, USA, Q1 2015
- Association with silk masks
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- Figure 39: MG Magic Moment Beatifying Intensive Hydrating Series Ocean Ice Spring Hydration Mask, Q4 2015
- Association with bio-cellulose masks
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- Figure 40: for beloved one facial mask, Taiwan since 2004
- Association with gel mask
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- Figure 41: Peter Thomas Roth Cucumber Gel Mask, France Q1 2016
- Association with cream masks
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- Figure 42: Fresh rose face mask, France since 2005
- Good knowledge of masks requires a balanced product portfolio
Purchase Channels
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- Beauty and personal retailing chains – The mask paradise
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- Figure 43: Facial mask purchase channel, January 2016
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- Figure 44: Watsons sells imported masks including Mediheal from South Korea, China, Q1 2016
- Figure 45: Sephora mask festival, China, Q1 2016
- In-store mask studios to win back haitao shoppers
- Higher income earners are trying different channels to get what they want
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- Figure 46: Facial mask purchase channel, by demographics, January 2016
- Haitao shoppers tend to buy sleeping masks
- Tmall proves to be a popular destination for sheet masks
Motivation for Purchasing New Products
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- Function, reputation and natural ingredients
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- Figure 47: Motivation for purchasing a new facial mask, January 2016
- High income earners show a different opinion
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- Figure 48: Motivation for purchasing a new facial mask by income, January 2016
- Young shoppers are more function-driven
- Tier one shoppers care the least about the mask texture
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- Figure 49: Motivation for purchasing a new facial mask by city tier, January 2016
- Fresh-made masks
Facial Mask Usage Experience
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- Using facial masks is rewarding
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- Figure 50: Facial mask usage routine and experience by ages, January 2016
- Emoji on masks
- 49% said they prefer to do something else when applying a facial mask.
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- Figure 51: Facial mask usage routine and experience by ages, January 2016
- South Korean masks preferred by high income earners
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- Figure 52: Facial mask usage routine and experience by incomes, January 2016
- Sheet masks after showering
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- Figure 53: Facial mask usage – CHAID – Tree output, January 2016
The Mintropolitan
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- Why Mintropolitans?
- Who are they?
- Ingredients-driven
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- Figure 54: Motivation of purchase a new facial mask, by demographics, January 2016
- Multi-benefit sheet masks for multi-tasking women
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- Figure 55: Facial mask usage routine and experience, January 2016
Appendix – Methodology and Definitions
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- Methodology
- Market sizing definition
- Fan chart forecast
- Correspondence analysis
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- Figure 56: Correspondence analysis – Association towards different type of facial masks, January 2016
- CHAID analysis
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- Figure 57: Facial mask usage – CHAID – Tree output, January 2016
- Abbreviations
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