Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Facial masks included in this Report:
- Excluded
- Subgroup Definitions (by Monthly Personal Income):
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 mask market, China, 2012-22
- Companies and brands
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- Figure 2: Market share of top five facial mask brands, China, 2016-17
- The consumer
- Multi-steps masks in morning time
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- Figure 3: Product usage at different time period, female, 2018 vs 2017
- Cleaning and anti-aging functions are on rise
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- Figure 4: Function of masks used in the last six months in tier one cities, female, 2018 vs 2017
- Local brands win in usage frequency
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- Figure 5: Most often used facial mask brand in the last six months, January 2018
- Consumers are more satisfied with skin feelings
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- Figure 6: Satisfaction aspects of facial mask used most often, January 2018
- Males care about ingredients as much as females do
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- Figure 7: Ingredients heard of and purchased, by gender, January 2018
- What we think
Issues and Insights
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- Encourage diverse usage occasions
- The facts
- The implications
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- Figure 8: Mask Family scene marketing
- Opportunity for anti-pollution claim
- The facts
- The implications
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- Figure 9: The Body Shop Airpocalypse posters, UK, 2017
- Male consumers should be paid more attention to
- The facts
- The implications
The Market – What You Need to Know
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- Fast-growing market
- More competitions and innovations will appear
Market Size and Forecast
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- A winning segment in facial skincare category
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- Figure 10: Best- and worst-case forecast of total value sales of facial mask market, China, 2012-22
- Slowing down in the next five years
Market Factors
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- Men get more involved
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- Figure 11: Unifon premium sheet masks for men, China, 2018
- Increasing usage occasions
- Pricing structure tends to be stable
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- Figure 12: New facial mask launches, by price tier, China, 2016-17
- Cross-border brands intensify competition
Key Players – What You Need to Know
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- Threats from niche brands
- Provide unique service for consumers
Market Share
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- Fierce competition continues
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- Figure 13: Market share of top five facial mask brands, China, 2016-17
- One Leaf
- Unifon
- MG
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- Figure 14: MG thin and transparent facial masks
- Figure 15: MG separated mask and essence facial masks
- Mask Family
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- Figure 16: Mask Family LANYU customisation lace facial mask, China, 2017
- Mediheal
Competitive Strategies
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- Cross-category challenge
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- Figure 17: Yoseido Birch Tree Sap Hydration Facial Mask
- Personalised product
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- Figure 18: IOPE 3D-printed facial mask, 2017
- Figure 19: Glamglow multimasking mask treatment set
- Put strong evidence to prove product performance
Who’s Innovating?
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- Figure 20: Top claims in new facial mask launches, China, 2015-17
- Figure 21: New format for anti-aging and cleaning facial masks, US and South Korea, 2017
- Encourage usage by different occasions
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- Figure 22: Unitouch masks, by usage occasion, China, 2017
- Figure 23: Morning masks and evening masks set, China, 2017
- Figure 24: New timeline-based facial mask launches, South Korea, 2017
- Oil ingredient in facial mask
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- Figure 25: New facial mask launches with essential oil, China, 2017
- Facial masks for men
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- Figure 26: New men’s facial mask launches, China, 2017
- Anti-pollution claim
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- Figure 27: New facial masks with anti-pollution claim launches, China, 2017
- Bacteria good for skin
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- Figure 28: New probiotic mask launches, US and Japan, 2017-18
- Add more fun
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- Figure 29: New entertained facial mask launches, China and South Korea, 2017
- Technology innovation
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- Figure 30: High-tech for facial mask, China, 2017
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The Consumer – What You Need to Know
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- Potential in multi-steps masks
- Males and younger females prefer cleaning function
- Local brands are more often used
- Skin feeling is the key driver
- Men are also eager for ingredient information
Product Usage
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- Multi-steps masks have increased penetration from 2017
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- Figure 31: Penetration of facial masks used in the last six months, female, by type, 2018 vs 2017
- Consumers don’t bother to use multi-steps in the rushed morning
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- Figure 32: Product usage at different time period in the last six months, female, 2018 vs 2017
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- Figure 33: Before make-up facial masks, China
- Figure 34: Detox facial mask, US, 2018
- Especially high earners
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- Figure 35: Product usage at different time period in the last six months, female, high and low earners, 2018 vs 2017
- Facial mask is a lifelong consumption
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- Figure 36: Gap of penetration of facial masks used in the last six months, female, by age, 2018 vs 2017
- Potential in men
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- Figure 37: Product usage at different time period in the last six months, male, by type, January 2018
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- Figure 38: Too Cool for School Vending Machine
Function of Masks Used
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- Increasing usage in cleaning function
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- Figure 39: Function of masks used in the last six months, tier one cities, female, 2018 vs 2017
- Anti-aging is still appealing to females aged over 30…
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- Figure 40: Function of masks used in the last six months, female, by age, January 2018
- …and also appeal to high earners
- Men want to look cleaner
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- Figure 41: Function of masks used in the last six months, by gender, January 2018
Most Often Used Brand
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- Local brands are more welcomed…
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- Figure 42: Most often used facial mask brand in the last six months, January 2018
- …while females are more willing to try overseas brands
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- Figure 43: Most often used facial mask brand in the last 6 months, by gender, January 2018
- High earners are also interested in overseas brands
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- Figure 44: Most often used facial mask brand in the last 6 months, female, by monthly personal income, January 2018
- Morita Roberta is popular in younger consumers, while Pechoin is reversed
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- Figure 45: Most often used facial mask brand in the last six months, female, by age, January 2018
Key Satisfaction Drivers
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- Skin feeling impresses consumers most
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- Figure 46: Satisfaction aspects of facial mask used most often, January 2018
- Consumers are more satisfied with Korean brands
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- Figure 47: Brand satisfaction, January 2018
- Mediheal
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- Figure 48: Key drivers of overall satisfaction with Mediheal, January 2018
- Innisfree
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- Figure 49: Key drivers of overall satisfaction with Innisfree, January 2018
- Figure 50: Innisfree focusing on essence update, China
- Unifon
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- Figure 51: Key drivers of overall satisfaction with Unifon, January 2018
- Figure 52: Unifon absorbability education
- One Leaf
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- Figure 53: Key drivers of overall satisfaction with One Leaf, January 2018
Ingredient Awareness and Purchase Behaviour
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- Men are not lacking in ingredient awareness
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- Figure 54: Ingredients heard of and purchased, by gender, January 2018
- Men are more likely to make purchase decisions
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- Figure 55: Conversion rate* of ingredients, by gender, January 2018
- Hyaluronic Acid and Centella Asiatica appeal to younger females
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- Figure 56: Conversion rate of ingredients, female, by age, January 2018
- Males aged 30-39 care more about ingredients
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- Figure 57: Conversion rate* of ingredients, male, by age, January 2018
- High earners have higher awareness and purchase rate
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- Figure 58: Average types of ingredients heard of and purchased, by gender and monthly personal income, January 2018
Meet the Mintropolitans
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- Mintropolitans have less growth usage for facial masks
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- Figure 59: Change gap of product usage at different time period, by consumer classification, 2018 vs 2017
- Mintropolitans expect masks to battle against aging
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- Figure 60: Function of masks used in the last six months, by consumer classification, January 2018
- Having more knowledge of niche ingredients, but Mintropolitans tend to buy masks with well-known ingredients
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- Figure 61: Ingredients heard of, by consumer classification, January 2018
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- Figure 62: Ingredients purchased, by consumer classification, January 2018
Appendix – Market Size and Forecast
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- Figure 63: Total value sales of facial mask market, China 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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