Table of Contents
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, 2013-23
- Companies and brands
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- Figure 2: Leading brands’ share in value sales of facial masks, China, 2017 and 2018
- The consumer
- Niche types gain popularity
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- Figure 3: Facial masks used in the last six months, February 2019
- Increasing time and money spent on facial masks
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- Figure 4: Time and money spent, February 2019
- Benefit to skin is the main driver of increasing usage frequency
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- Figure 5: Reasons for using facial masks more frequently, February 2019
- Satisfaction of current result is why consumers do not increase usage frequency
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- Figure 6: Reasons for not using facial masks more frequently, February 2019
- Most consumers would pay more for more essence
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- Figure 7: Premium factors for a sheet mask, February 2019
- The competition between facial masks and ampoules
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- Figure 8: Attitudes towards ampoules, by gender and age, February 2019
- What we think
Issues and Insights
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- Ritualise facial mask routine
- The facts
- The implications
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- Figure 9: One Leaf sleeping mask set, China
- Figure 10: Olay vitality enhance sleeping mask, China, 2019
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- Figure 11: HomeFacialPro Hydration facial mask
- The potential of targeting sensitive skin
- The facts
- The implications
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- Figure 12: Caizhiji ingredient proof
- Figure 13: Inoherb Chinese Herbal Facial Mask, China, 2018
- How can facial mask brands face the threat from ampoules?
- The facts
- The implications
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- Figure 14: Estée Lauder Nutritious Super-Pomegranate Radiant Energy Night Cream/Mask, China, 2018
- Figure 15: Olityna Micro-peptide Beauty Repair Mask Education, China
The Market – What You Need to Know
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- High-speed development
- Usage frequency and upgrading demands fuel the market
Market Size and Forecast
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- Fast-growing market
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- Figure 16: Best- and worst-case forecast of total value sales of facial mask market, China, 2013-23
Market Drivers
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- Increasing usage frequency
- Price premiumisation drives growth
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- Figure 17: New facial mask launches, by price tier, China, 2017 and 2018
- Figure 18: New facial mask launches by premium skincare brands, China, 2018
- Upgrade professionalism
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- Figure 19: Kefumei comfy collagen dressing
Key Players – What You Need to Know
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- One Leaf still leading the market
- Connect with emotional appeal
Market Share
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- Dynamic competitive landscape
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- Figure 20: Leading brands’ share in value sales of facial masks, China, 2017 and 2018
- One Leaf shows strong competitiveness
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- Figure 21: One Leaf facial masks targeting sensitive skin, China, 2018
- Online brands have different stories
Competitive Strategies
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- Be more fashion-based
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- Figure 22: Dr. Morita cooperated with Daniel Wong, China, 2018
- Figure 23: Mask Family cooperated with Lanyu facial mask set, China, 2018
- Interactive user experience
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- Figure 24: Wetherm talking facial mask, China, 2018
- Figure 25: Innisfree music facial mask, China, 2018
- Cross-category creates online buzz
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- Figure 26: Facial mask launched by Chando and Huggies, China, 2018
- Figure 27: Facial mask launched by Chunji and Qiaqia Food, China, 2019
Who’s Innovating?
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- Brightening/illuminating claims are growing fast
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- Figure 28: Top claims in new facial mask launches, China, 2017 and 2018
- For sensitive skin
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- Figure 29: New facial mask launches for sensitive skin, China, 2018
- Inspired by food and drink
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- Figure 30: New facial mask launches with food format, Japan and South Korea, 2018-19
- V-mask for lifting
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- Figure 31: New V-mask launches for lifting, China, 2018
- Dry mask
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- Figure 32: New dry mask launches, Global, 2018
- Different occasions
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- Figure 33: New facial mask launches targeting different occasions, South Korea and US, 2018-19
- Male mask targeting shaving zone
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- Figure 34: New facial mask launches targeting male shaving zone, South Korea, 2018
- Stick format
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- Figure 35: New facial mask launches with stick format, UK and US, 2018-19
The Consumer – What You Need to Know
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- Both men and women have high usage of facial masks
- Consumers are contributing both time and money to facial masks
- Desire for better skin is the main driver
- Younger consumers are more sceptical towards facial masks
- Men-targeted masks need paying attention to
- Facial masks are more used to improve skin condition quickly
Product Usage
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- Willing to try innovative types of masks
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- Figure 36: Facial masks used in the last six months, February 2019
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- Figure 37: About Me line-engraving facial mask, China
- Figure 38: Jayjun Minions Mini Mask
- Women are still the main users but men are not too far behind
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- Figure 39: Facial masks used in the last six months, by gender, February 2019
- Women in late 20s are worth noticing
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- Figure 40: Facial masks used in the last six months – Females, by age, February 2019
- High earners use more niche types
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- Figure 41: Facial masks used in the last six months, by monthly personal income, February 2019
Time and Money Spent
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- About half of consumers increased both money and time spent on facial masks
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- Figure 42: Time and money spent, February 2019
- Although men are behind, the gap is small
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- Figure 43: Time and money spent, by gender, February 2019
- Consumers in their early 20s are more willing to invest time than others
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- Figure 44: Time and money spent, by age, February 2019
- High earners want to enjoy more ‘me-moments’
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- Figure 45: Time and money spent, by monthly personal income, February 2019
Reasons for Using Facial Masks More Frequently
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- Using more masks is believed to be a way to take better care of skin…
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- Figure 46: Reasons for using facial masks more frequently, February 2019
- …while high earners have treated it as a daily routine
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- Figure 47: Reasons for using facial masks more frequently, by monthly personal income, February 2019
Reasons for Not Using Facial Masks More Frequently
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- Concerns are not the top reason for less frequent usage
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- Figure 48: Reasons for not using facial masks more frequently, February 2019
- Different levels of concern about damage to skin barrier
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- Figure 49: Reasons for not using facial masks more frequently, by age, February 2019
Premium Factors
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- Essence is the core factor of facial masks to charge a premium
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- Figure 50: Premium factors for a sheet mask, February 2019
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- Figure 51: Dr Plant dendrobium facial mask, China
- Invest in male-specific masks
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- Figure 52: Premium factors for a sheet mask, by gender, February 2019
- Consumers aged 25-29 have distinct demands
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- Figure 53: Premium factors for a sheet mask, by age, February 2019
Attitudes towards Facial Masks
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- Facial masks cannot replace emulsion/essence
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- Figure 54: Usage habit, by select demographics, February 2019
- Increasing usage for both emulsion/essence and facial masks compared to 2017
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- Figure 55: Usage habit – Females, 2017 vs 2019
- Foreign brands win slightly, continuing from 2017 to today
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- Figure 56: Brand preference – Females, 2017 vs 2019
- Light and thin texture is still more favoured
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- Figure 57: Texture preference – Females, 2017 vs 2019
- High earners and females take facial masks as a daily routine
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- Figure 58: Usage occasion, by gender and monthly personal income, February 2019
- 20-24 year olds are more positive about ampoules than others
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- Figure 59: Attitudes towards ampoules, by gender and age, February 2019
- Younger consumers prefer buying online more
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- Figure 60: Purchase channel, by age, February 2019
Meet the Mintropolitans
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- Mintropolitans have higher usage than Non-Mintropolitans
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- Figure 61: Product usage, by consumer classification, February 2019
- Mintropolitans have higher demands
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- Figure 62: Premium factors for a sheet mask, by consumer classification, February 2019
- Slightly more positive towards ampoules
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- Figure 63: Attitudes towards ampoules, by consumer classification, February 2019
Appendix – Market Size and Forecast
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- Figure 64: Total value sales of facial mask market, China, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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