Table of Contents
Overview
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- What you need to know
- Covered in this report
- Excluded
- Subgroup definitions (by Monthly Household Income)
- Subgroup definitions (by Monthly Personal Income)
Executive Summary
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- The market
- Growth exceeding overall BPC
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- Figure 1: Best- and worst-case forecast of total value sales of colour cosmetics market, China, 2012-22
- Lipsticks are leading the category growth
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- Figure 2: Share of value sales of colour cosmetics market, by segment, China 2012-16
- Companies and brands
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- Figure 3: Market share of top ten colour cosmetics companies, China, 2015-16
- The consumer
- Fewer 30-39-year-olds wear make-up, but wearers are frequent users
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- Figure 4: Use of make-up, April 2017
- More than 20% of 20-29-year-olds have used every type
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- Figure 5: Product usage, April 2017
- Lipstick works as the most essential product for all make-up looks
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- Figure 6: Essential products, by attention to base/point make-up result, April 2017
- Chinese brands before Korean brands
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- Figure 7: Brand preference, by product type, April 2017
- Natural style is on the top of mind
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- Figure 8: Ideal make-up style, word cloud, April 2017
- As high as 45% of consumers will buy make-up without trial
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- Figure 9: Purchase habit, April 2017
- Family/friends’ influence is still the most powerful
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- Figure 10: Influencer in colour cosmetics purchase, April 2017
- As a way not only to boost confidence, but also to respect others
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- Figure 11: Attitudes towards make-up, April 2017
- What we think
Issues and Insights
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- Opportunities in developing multi-use products for an everyday look
- The facts
- The implications
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- Figure 12: Taxi with on-the-go beauty bar, Singapore, 2017
- What brands should do in an influencer-led category?
- The facts
- The implications
- The rise of domestic brands
- The facts
- The implications
The Market – What You Need to Know
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- Enthusiastic about colour cosmetics continues
- Potential to obtain more users and higher frequency
- Lip make-up shows the biggest growth
Market Size and Forecast
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- Growing faster than BPC overall
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- Figure 13: total value sales of the colour cosmetics market and overall BPC, China, 2014-17 (est)
- Figure 14: Best- and worst-case forecast of total value sales of colour cosmetics market, China, 2012-22
Market Drivers
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- Great attention to self-appearance
- Preference for nude look drives use of base make-up every day
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- Figure 15: Illustration of Korean and American makeup, 2016
- As a behaviour of respecting others
- Photoshop/beauty app cannot replace wearing make-up
- A category pushed further by KOL
Market Segmentation
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- Lipsticks set as star performer in the past three years
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- Figure 16: Annual value growth rate of colour cosmetics market, by segment, China, 2013-16
Key Players – What You Need to Know
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- Category growth mainly from masstige brands
- New marketing tools thrive
- Multi-use make-ups have potential to develop
Market Share
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- Masstige brands lead the growth
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- Figure 17: Market share of top ten colour cosmetics companies, China, 2015-16
- Amore Pacific Group
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- Figure 18: LANEIGE Beauty Mirror app, 2017
- Carslan Group
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- Figure 19: Carslan brand speciality store, Guangzhou, China, 2016
- Marie Dalgar
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- Figure 20: Product screen of Marie Dalgar in Sephora online store, China, 2017
- Potential competition from skincare brands
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- Figure 21: Advertisement of SanSheng Blossom lipstick, China, 2017
Competitive Strategies
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- Pop-up stores to elevate brand experience
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- Figure 22: Chanel Coco pop-up café, Shanghai, China, 2017
- Figure 23: Yves Saint Laurent pop-up yacht, Shanghai, China, 2017
- Emerging impact via live streaming
- Involve consumers in design
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- Figure 24: Innisfree bespoke cushion puff, China
- Figure 25: IPhone screen of MATCHCo APP, 2016
Who’s Innovating?
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- China vs developed countries
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- Figure 26: Key products in new colour cosmetics launches, by China, Japan, South Korea, US and UK, 2016
- Trends in the China market
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- Figure 27: Key products in new colour cosmetics launches, China, 2015-16
- Base make-up: tone-up cream makes a hit
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- Figure 28: Tone-up cream, South Korea and China, 2016-17
- Base make-up: essence cover pact makes its debut
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- Figure 29: Age 20's essence cover pact VX, South Korea, 2017
- Base make-up: sponge innovation
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- Figure 30: Marie Dalgar bouncy red ginseng essence beauty cream
- Point make-up: tattoo effect gets popular
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- Figure 31: Giorgio Armani lip magnet liquid lipstick, China, 2016
- Figure 32: Clio professional kill brow tinted tattoo, South Korea, 2016
- Point make-up: cushion moving beyond BB/CC cream
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- Figure 33: Tony Moly inked gel cushion eye liner, South Korea, 2016
- Figure 34: Dior gradient lip shadow duo powdery matte finish, UK, 2017
- Multi-use
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- Figure 35: Multi-use of base make-up, South Korea, 2016
- Figure 36: Multi-use of point make-up, US and France, 2017
- Packaging: exquisite design
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- Figure 37: Lancôme la rôse à poudrer iridescent blush highlighter, UK, 2017
- Figure 38: LADURÉE face and body powder, Japan, 2017
- Technology: helping consumers find the right colour
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- Figure 39: No7 Match Made App, 2016
The Consumer – What You Need to Know
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- 30-39-years-olds have the highest usage frequency
- Mums wear make-up more than singles
- Product preferences have not changed much in the last two years
- Lipstick is essential no matter what kind of make-up look
- Chinese brands are most often used
- Natural look gains popularity
- Buying without trial is not rare, particularly for younger consumers
- Influencers
Use of Make-up
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- Who is more likely to wear make-up?
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- Figure 40: Use of make-up, April 2017
- Income is a less important factor
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- Figure 41: Use of make-up, by age and monthly personal income, April 2017
- Consumers in their 30s more likely to wear make-up every day
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- Figure 42: Habit of using make-up, April 2017
- Mums are more engaged in the category than others
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- Figure 43: Use of make-up and habit of using make-up, by marital status, April, 2017
Product Usage
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- Product preference remains almost the same
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- Figure 44: Top five used products, China, 2015-17
- Lipstick/lip gloss and BB/CC cream have the largest base of audience
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- Figure 45: Product usage, April 2017
- 55% of 20-29-year-olds have used over ten types of make-up
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- Figure 46: Repertoire of product usage, by age, April 2017
- Concealer appeals to younger women…
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- Figure 47: Product usage, all and by age (benchmark against all), April 2017
- … which can also be explained by their greater attention to base make-up
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- Figure 48: Attention to make-up result, April 2017
- High earners show interest in niche products
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- Figure 49: Product usage, by monthly personal income, April 2017
Essential Products
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- Lipstick demonstrates its unshakable leading position
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- Figure 50: Essential products, April 2017
- Because it is essential for either type of make-up result
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- Figure 51: Essential products, by attention to base/point make-up result, April 2017
- Eye colour make-up is more expendable
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- Figure 52: Essential products vs P6M product usage, April 2017
- High earners show less interest in multi-use than other people
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- Figure 53: Preference of make-up steps, by monthly personal income, April 2017
Brand Preference
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- Chinese brands enjoy similar level of consumer preference as South Korean brands
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- Figure 54: Brand preference, by product type, April 2017
- Women in their 40s buy Chinese brands most
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- Figure 55: Preference for Chinese brands, by age, April 2017
Ideal Make-up Style
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- Natural style most wanted
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- Figure 56: Ideal make-up style, April 2017
- Graceful and exquisite styles appeal to mature women and mums
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- Figure 57: Ideal make-up style, by age and family status, April 2017
- Young women pursue a fresh look
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- Figure 58: Top ideal make-up style, by age, April 2017
- Nude look is more appealing to 20s
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- Figure 59: Preference of make-up style, April 2017
Usage Habit
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- 45% will buy without trying on the product
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- Figure 60: Purchase habit, April 2017
- Beauty ‘blogebrities’ cover the role of product trial
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- Figure 61: Influencer, by buyer with and without trial before purchase, April 2017
- More high earners have the habit of re-application
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- Figure 62: Habit of re-applying make-up, by monthly personal income, April 2017
- Eyelash extension not reducing the usage of mascara
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- Figure 63: Product usage, by usage of eyelash extensions, April 2017
Influencer
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- Friends’ advice outweighs that of blogebrities and celebrities
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- Figure 64: Influencer, April 2017
- High earners more influenced by celebrities
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- Figure 65: Influencer, by low and high monthly personal income (low earner as benchmark), April 2017
- Listen to fitness celebrities about make-up during exercise?
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- Figure 66: Influencer, by wear make-up or not when doing exercise, April 2017
Attitudes towards Make-up
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- Photoshop isn’t a real threat
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- Figure 67: Attitudes towards make-up, April 2017
- Mums need more recognition than singles
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- Figure 68: Agreement with selected attitudes towards make-up, by family status, April 2017
Meet the Mintropolitans
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- Mintropolitans tend to be regular users and prefer a delicate look
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- Figure 69: Habit preference of using make-up, by consumer segmentation, April 2017
- Yet they value the effect of PS
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- Figure 70: Agreement with the attitudes towards make-up, by consumer segmentation (Non-Mintropolitans as benchmark), April 2017
- Mintropolitans trust blogebrity even more than Non-MinTs
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- Figure 71: Influencer, by consumer segmentation (Non-Mintropolitans as benchmark), April 2017
Appendix – Market Size and Forecast
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- Figure 72: total value sales of colour cosmetics market, China, 2012-22
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Appendix – Segmentation
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- Figure 73: Value sales of colour cosmetics market, by segment, China, 2012-16
- Figure 74: Value share of colour cosmetics market, by segment, China, 2012-16
- Figure 75: Annual value growth rate of colour cosmetics market, by segment, China, 2012-16
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Appendix – Word Cloud in Mandarin
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- Figure 76: Ideal make-up style, word cloud in Mandarin, April 2017
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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