Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Included in the consumer survey:
- Included in market size:
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of total value sales of facial skincare market, China, 2012-22
- Companies and brands
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- Figure 2: Market share of top facial skincare companies, China, 2015 and 2016
- The consumer
- Women use more products while men use fewer
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- Figure 3: Product usage, female, 2017 vs 2016
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- Figure 4: Product usage, male, 2017 vs 2016
- Chinese brands are in their ascent to become the most often used skincare brands
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- Figure 5: Country of brand used most often, female, 2017 vs 2016
- Most willing to pay more for serum and eye cream
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- Figure 6: Price tier, female, April 2017
- Why people buy niche brands
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- Figure 7: Usage habit, April 2017
- Hydration, the most felt usage cue of product effectiveness
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- Figure 8: Features of an effective product, April 2017
- Friends are still the most influential source of advice
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- Figure 9: Influencer, by gender, April 2017
- What we think
Issues and Insights
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- Chinese brands win back appreciation
- The facts
- The implications
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- Figure 10: Pechoin advertisement of 1931, China, 2017
- Learnings from niche brands
- The facts
- The implications
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- Figure 11: The Ordinary products, 2017
- KOLs impact more on trend pursuers, but less on savvier users
- The facts
- The implications
The Market – What You Need to Know
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- Positive growth surpassing overall BPC
- Not lacking momentum
Market Size and Forecast
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- A winning sector in BPC
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- Figure 12: Best- and worst-case forecast of total value sales of facial skincare market, China, 2012-22
Market Drivers
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- Great attention to self-appearance
- Preparing for more extreme weathers
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- Figure 13: National highest temperature during July 5-24, China, 2017
- Fiercer competition results in speedy new launches
Key Players – What You Need to Know
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- Rise of domestic companies
- More brands featuring natural ingredients joining competition
- China market expedites innovation speed
Market Share
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- Overall changes of market key players
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- Figure 14: Market share of top facial skincare companies, China, 2015 and 2016
- Premium lines secure the performance of international brands
- Shiseido
- AmorePacific
- Chinese brands benefit from strong hero products, marketing support and competitive prices
- Pehchaolin
- Chicmax
Competitive Strategies
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- Feature natural ingredients
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- Figure 15: Cha Ling, 2017
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- Figure 16: WASO, 2017
- Riding on buzz
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- Figure 17: Collaboration between L’Oréal and Mobike, China, 2017
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- Figure 18: SK-II ‘The Expiry Date’ campaign, China, 2017
Who’s Innovating?
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- China vs developed markets
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- Figure 19: Launch type in new facial skincare launches, by China, South Korea, Japan, US and UK, 2016-June 2017
- Figure 20: Top claims in new facial skincare launches, by China, South Korea, Japan, US and UK, 2016-June 2017
- Trends in the China market
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- Figure 21: Top claims in new facial skincare launches, China, 2015 and 2016
- Figure 22: Price positioning in new facial skincare launches, China, 2015 and 2016
- Innovations worth knowing
- Hydrating with micro capsules
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- Figure 23: Facial skincare products with micro capsules, Japan, South Korea and China, 2017
- Sun sticks and sunscreen cushions emerge
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- Figure 24: Sun stick, South Korea, 2017
- Figure 25: Sunscreen cushion, South Korea, 2017
- Multi-use products for time saving
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- Figure 26: Multi-use facial skincare product, Japan, 2016-17
- Texture transformation
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- Figure 27: Facial skincare products with texture transformation, China, 2017
- Seasonal offering with cooling sensation
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- Figure 28: Summer seasonal facial skincare products with cooling sensation, Japan, 2017
- Colourful skincare products for fun
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- Figure 29: Innisfree color clay mask, South Korea, 2017
- Figure 30: Outrun color sunstick, South Korea, 2017
The Consumer – What You Need to Know
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- Women involved deeper in the category while men lay back
- Chinese brands take over the leading position from Korean brands in 2017
- Women over 30 pay more on skincare products than younger consumers
- Well-known brands own reputation but also face the risk of losing users
- Basic benefits and safety matter most
- Friends’ advice outweighs that of KOLs
Product Usage
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- Females use 6.7 product types while males use 1.7 types on average
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- Figure 31: Product usage, by gender, April 2017
- Females aged 30-39 use fewer products
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- Figure 32: Product usage, female, by age, April 2017
- Females opt for more types of skincare products as well as devices than in 2016
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- Figure 33: Product usage, female, 2017 vs 2016
- Males have not stepped further beyond cleaning vs 2016
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- Figure 34: Product usage, male, 2017 vs 2016
Country of Brand Used Most Often
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- Chinese brands exceed Korean brands
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- Figure 35: Country of brand used most often, female, 2017 vs 2016
- Particularly males are big fans of Chinese brands
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- Figure 36: Country of brand used most often, by gender, April 2017
- Females’ favour of Korean brands does not fade with increasing income levels like that of Chinese brands
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- Figure 37: Country of brand used most often, by gender and monthly personal income, April 2017
Price Tier
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- Nearly 40% of female users claim to use prestige facial/eye essences
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- Figure 38: Price tier, female, April 2017
- Females in their 30s are more willing to invest in facial skincare than other people
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- Figure 39: Price tier, female, by age, April 2017
Usage Habit
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- About a fifth of consumers concerned more about emerging skincare condition
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- Figure 40: Usage habit, female, by monthly personal income, April 2017
- More trend followers in 25-29s
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- Figure 41: Usage habit, female, by age, April 2017
- Well-known brands are more appealing but loyalty is a challenge
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- Figure 42: Usage habit, female, by age, April 2017
- Attitudes of niche brand fans
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- Figure 43: Usage habit, by brand preference, April 2017
Features of an Effective Product
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- Hydrating sensation dials up efficacy perception
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- Figure 44: Features of an effective product, April 2017
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- Figure 45: Selected consumer verbatim, April 2017
- Fresh feeling is especially important for men
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- Figure 46: Top features of an effective product, by gender, April 2017
Influencer
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- Males: doctors/dermatologists after friends
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- Figure 47: Influencer, by gender, April 2017
- Women in early twenties more influenced by blogebrities than other groups
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- Figure 48: Influencer, female, by age, April 2017
- Affluent women: confident to make their own call
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- Figure 49: Influencer, female, by monthly personal income, April 2017
- Who influences bestsellers pursuers?
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- Figure 50: Influencer, consumers who prefer using bestsellers vs consumers who prefer using the product suitable for my skin condition (as benchmark), April 2017
Meet the Mintropolitans
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- Suncare is a more essential product for MinTs
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- Figure 51: Product usage, by consumer classification, April 2017
- Chinese brands winning MinTs as well
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- Figure 52: Country of brand used most often, by consumer classification, April 2017
Appendix – Market Size and Forecast
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- Figure 53: Total value sales of facial skincare market, China, 2012-22
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Appendix – Word Cloud in Mandarin
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- Figure 54: Features of an effective product, 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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