Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Facial masks included in this Report:
- Excluded in this Report:
- Subgroup definitions:
Executive Summary
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- The market
- A fast growing market with momentums for continuous growth
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- Figure 1: Best- and worst-case forecast of total value sales of facial mask market, China 2011-21
- Companies and brands
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- Figure 2: Market share of top five facial mask brands, China, 2015-16
- The consumer
- Morning is a potential occasion to expand into
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- Figure 3: Product usage at different time period, January 2017
- Silk masks are still perceived to be the best, even better than tencel masks
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- Figure 4: Perception of different types of mask, January 2017
- Hydration is essential but opportunities exist for anti-aging among 30-plus
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- Figure 5: Function of masks used in the last six months, January 2017
- Thick and creamy texture is difficult to win in China
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- Figure 6: Texture preference, by age, January 2017
- Opportunities exist for premium facial masks
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- Figure 7: Behaviour and attitude towards facial masks, January 2017
- Pressure for brands from low brand loyalty
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- Figure 8: Reasons for trying new brands, January 2017
- What we think
Issues and Insights
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- Opportunities for facial masks as a preliminary step of anti-aging
- The facts
- The implications
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- Figure 9: Eucerin’s elasticity test campaign, South Korea, 2017
- Are consumers ready for high-end facial masks?
- The facts
- The implications
- Lower brand loyalty forcing brands to keep fast-paced innovation
- The facts
- The implications
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- Figure 10: ‘Do it’ webtoon, South Korea
The Market – What You Need to Know
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- A winning sector in BPC
- Opportunities are unfolding as the market develops to the next stage
Market Size and Forecast
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- A high growth market in the past five years
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- Figure 11: total value sales of facial mask market, China 2012-16
- Future growth will come from diversification instead of increasing penetration
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- Figure 12: Best- and worst-case forecast of total value sales of facial mask market, China 2011-21
Market Drivers
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- Usage of sleeping masks and rinse-off masks are catching up
- More diversified usage occasions
- Novelty in mass/masstige segment and fast-paced innovation in high-end segment
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- Figure 13: New facial mask launches, by price tier, China, 2015-16
- E-commerce fuels category growth
Key Players – What You Need to Know
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- Market leader changed
- Local brands and Korean brands are growing
- Business attention to offline channels
Market Share
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- Fierce competition in this category with market share changing quickly
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- Figure 14: Market share of top five facial mask brands, China, 2015-16
- One leaf (一叶子)
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- Figure 15: Brand specialty store of One leaf
- Mask Family (膜法世家)
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- Figure 16: Best sellers of Mask Family
- Figure 17: Brand specialty store of Mask Family
- Yunifang (御泥坊)
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- Figure 18: Third generation of Yunifang’s mask
- Magic (美即)
- Mediheal (美迪惠尔)
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- Figure 19: Hero product of Mediheal, China
Competitive Strategies
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- Strengthening offline brand specialty store
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- Figure 20: In-store experimental service of Mask Family
- Continuous innovation to maintain market position
Who’s Innovating?
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- China vs developed markets
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- Figure 21: Top claims in new facial mask launches, by China, South Korea, Japan, US and UK, 2016
- Trends in the China market
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- Figure 22: Top claims in new facial mask launches, China, 2015-16
- Innovations worth knowing
- Attention to cleaning benefit
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- Figure 23: Mediheal mogongtox soda bubble sheet mask, China, 2017
- Figure 24: AA Multi Maska cleanse and moisture mask, Poland, 2016
- Enzymes for building a better base and absorption
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- Figure 25: Enzyme variants of Yunifang, China, 2017
- Figure 26: Enzyme variants of Mask Family, China, 2016
- Innovation in sheet masks: from thin to thick
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- Figure 27: Facial mask with milk skin mask, China, 2016
- Figure 28: NEOGEN knit mask, South Korea, 2017
- Dissolvable sheet mask to dial up absorption
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- Figure 29: pdc Liftarna premium melty essence mask, 2016
- Peel-off masks fit well to every part of face
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- Figure 30: Peel-off mask, US and South Korea, 2016
- Multi-steps masks adding fun
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- Figure 31: OOZOO face injection mask, South Korea, 2016
- Figure 32: Dr. Jart+ firming lover rubber mask, South Korea, 2016
- Masks designed for anti-aging
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- Figure 33: Neogen 3D lifting compression span-tex mask, South Korea, 2016
- Figure 34: Mediheal RNA whitening mask, China, 2017
- Not a time-consuming product anymore
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- Figure 35: Dior dreamskin one minute mask, Japan, 2017
The Consumer – What You Need to Know
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- Opportunities to grow morning usage
- Tencel masks have not gained wide recognition
- Younger consumers seek cleaning and oil balancing while anti-aging is appealing to those aged 30+
- No surprise to see preference skew to light and thin texture
- WeChat channel (Weidian) rises in influence
- Curiosity is key driver of brand switching
Product Usage
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- Sleeping masks and rinse-off masks are catching up
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- Figure 36: Indexed penetration of the top three facial masks used in the last six months, 2017 vs 2016
- Potential to grow morning usage
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- Figure 37: Product usage at different time period, January 2017
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- Figure 38: Example of morning facial mask, Japan, 2017
- Younger consumers are pioneers of each type
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- Figure 39: Product usage in the last six months, by age, January 2017
- High earners seek niche types…
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- Figure 40: Product usage in the last six months, by monthly personal income, January 2017
- …but different stories for each occasion
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- Figure 41: Product usage in the morning and evening, by monthly personal income, January 2017
Perception of Masks
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- Tencel masks have the lowest awareness
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- Figure 42: Percentage of consumers who don’t know this type of mask, January 2017
- Silk masks still enjoy the best perception while tencel masks need better storytelling
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- Figure 43: Perception of different types of mask, January 2017
Function of Masks Used
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- Hydration is the basic need
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- Figure 44: Function of masks used in the last six months, January 2017
- Attention to anti-aging rises among 30-plus
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- Figure 45: Function of masks used in the last six months, by age, January 2017
- Younger consumers still very driven by cleaning and oil balancing benefits
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- Figure 46: Function of masks used in the last six months, by age, January 2017
- Advanced benefits to appeal to high earners
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- Figure 47: Gap between the function of masks used in the last six months, by monthly personal income, January 2017
Usage Habit
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- Light and thin texture gains in popularity
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- Figure 48: Texture preference, by age, January 2017
- Light and thin texture has scope to charge a premium
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- Figure 49: Key driver analysis of preference on light and thin texture, January 2017
- Younger consumers skew to foreign brands while consumers in their 40s do not exhibit clear preferences
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- Figure 50: Brand preference, by age, January 2017
- Local brands are becoming more appealing than before
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- Figure 51: Brand preference, 2017 vs 2015
- More high earners replace essence with facial masks
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- Figure 52: Usage habit, by monthly personal income, January 2017
Purchase Behaviour and Attitude
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- Over half of consumers have purchased a sheet mask priced RMB 30+
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- Figure 53: Behaviour and attitude, January 2017
- Income, instead of product image, is major factor for buying premium facial masks
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- Figure 54: Behaviour and attitude, by age and monthly personal income, January 2017
- Basic needs still worth paying more for
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- Figure 55: CHAID analysis on premium facial masks buyers, January 2017
- First-aid believers are more eager to see refined pore, brightening and whitening results
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- Figure 56: Gap between function of masks used, by consumers who think facial masks are the best first-aid skincare product and not, January 2017
- Weidian appeals to high earners, not just younger consumers aged 20-29
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- Figure 57: Have purchased facial masks via WeChat in the last six months, by age and monthly personal income, January 2017
- DIY facial masks attract high earners at a younger age
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- Figure 58: Interest in DIY facial masks, by age and monthly personal income, January 2017
Reasons for Trying New Brands
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- Wanting to try something new is the biggest motivator
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- Figure 59: Reasons for trying new brands, January 2017
- Younger consumers are more easily persuaded by others
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- Figure 60: Reasons for trying new brands, by age, January 2017
- High earners are more driven by product and advertising while low earners are motivated by promotion
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- Figure 61: Reasons for trying new brands, by monthly personal income, January 2017
Meet the Mintropolitans
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- Mintropolitans have quite different product usage from others
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- Figure 62: Product usage in the last six months, by consumer segmentation, January 2017
- MinTs show more needs on anti-aging related benefits
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- Figure 63: Function of used masks in the last six months, by consumer segmentation, January 2017
- Stronger preference for foreign brands and light and thin texture
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- Figure 64: Brand and texture preference, by consumer segmentation, January 2017
Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
Appendix – Market Size and Forecast
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- Figure 65: Total value sales of facial mask market, China 2011-21
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