Table of Contents
Executive Summary
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- The market
- Colour cosmetics leads growth of BPC market
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- Figure 1: Best- and Worst-case forecast of total value sales of colour cosmetics market, China, 2014-24
- Lip segment still leads growth while eye segment is catching up
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- Figure 2: Sales value and annual value growth rate of colour cosmetics market, by segment, China, 2017-18
- Companies and brands
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- Figure 3: Leading manufacturers’ share of value sales of colour cosmetics market, China, 2017-18
- The consumer
- Make-up users seen across age groups and city tiers
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- Figure 4: Rate of make-up application – Yes, by age, February 2019
- Cushion BB/CC creams and foundation are selected together by most users
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- Figure 5: Colour cosmetics used in the last six months, February 2019
- Pinching most of their pennies on eye shadow
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- Figure 6: Price ranges, by product, February 2019
- Prudent, product review driven consumers
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- Figure 7: Consideration factors for purchasing colour cosmetics, February 2019
- Skin appearance benefits rank third among face base make-up features
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- Figure 8: Important product features of face base make-up, February 2019
- Women using multiple dedicated products to build a flawless nude look
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- Figure 9: Look preference, 2017 vs 2019
- What we think
Issues and Insights
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- Invisible price competition in lipsticks
- The facts
- The implications
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- Figure 10: Red Earth lipstick matches & Bobbi Brown mini lipstick collection, US and China, 2018
- Figure 11: Carslan x Pantone Lipstick colour - living coral, China, 2019
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- Figure 12: Products with empowering claim, US, 2018-19
- Building the new nude look
- The facts
- The implications
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- Figure 13: Examples of obvious skin caring add-ins to face base make-up, China, Japan, and South Koreas, 2018-19
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- Figure 14: Giorgio Armani new launches in blush, highlighter, contour with natural claim, China, 2019
- Figure 15: Dior healthy glow blush, China, 2019
- Enhance the adoption of eye shadow palette
- The facts
- The implications
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- Figure 16: YES!IC Poster on Tmall, China, 2019
The Market – What You Need to Know
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- Near RMB40 billion market value of China colour cosmetics
- KOLs and online/offline hybridised channels support the growth
- Lip segment still leads the market but eye segment is catching up
Market Size and Forecast
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- Sustained strong growth
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- Figure 17: Total value sales of the colour cosmetics market and overall BPC, China, 2016-19 (est)
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- Figure 18: Best- and worst-case forecast of total value sales of colour cosmetics market, China, 2014-24
Market Drivers
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- Online channels offer wide reach for brands
- Seamless online purchase experience helps brands thrive
- KOLs shorten review-oriented consumers’ purchase cycle
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- Figure 19: Watsons x Li Jiaqi OMG list online and offline, China, April 2019
- Budget brands support volume growth
- Offline engagement still crucial
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- Figure 20: Xiaohongshu experiential store in Shanghai, China
- Figure 21: Layouts of YES!IC and Perfect Diary offline stores, China, 2018-19
Market Segmentation
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- Largest face segment grows steady
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- Figure 22: Sales value and annual value growth rate of colour cosmetics market, by segment, China, 2017-18
- Fast growing lip segment
- Eye segment is booming
- Iconic brands lead premiumisation in nail segment
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- Figure 23: Nail polish products, Larme de siréne and Little Ondine, China
Key Players – What You Need to Know
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- Premium and domestic brands both thriving
- A year of brand crossovers
- Caring benefits have potential across categories
Market Share
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- Premium brands support international giants’ growth
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- Figure 24: Leading manufacturers’ share of value sales of colour cosmetics market, China, 2017-18
- Figure 25: Examples of popular products from L'Oréal, China, 2018
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- Figure 26: Examples of popular products from LVMH, China, 2018
- Emerging domestic brands smothering imported mass brands
- Marie Dalgar – brings calming and comforting sensations to make up process
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- Figure 27: YES!IC product design focusing on ‘comforting’, China, 2018
- CHIOTURE – price challenger for premium lipsticks
- Online sales boost more domestic online brands
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- Figure 28: Top 10 brands by online* values sales of colour cosmetics – face, China, 2018
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- Figure 29: Top 10 brands by online* values sales of colour cosmetics – lip, China, 2018
- Figure 30: Top 10 brands by online* values sales of colour cosmetics – eye/eyebrow, China, 2018
Competitive Strategies
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- Impressive brand crossovers to stay top of mind
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- Figure 31: Marie Dalgar x Heineken, China, 2019
- Figure 32: M.A.C x Wangzherongyao lipsticks, China, 2019
- Cultural collaborations
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- Figure 33: Examples of cultural crossovers, China. 2018
- Figure 34: HENODE Glamour 90’s eye shadow palette, China, 2018
- Enhancing offline services to boost professionalism
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- Figure 35: M.A.C Make-up Services, 2019
Who’s Innovating?
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- Foundations grasp growing share against rising lip and eye colours
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- Figure 36: New launches of colour cosmetics, by sub-category, China, 2017-18
- New patterns of lipsticks to fight against colour homogenisation
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- Figure 37: New launches of lip colour, by launch types, China, 2016-18
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- Figure 38: Change in patterns and glitters to differentiate, China and US, 2018-19
- Lip colour with protection
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- Figure 39: Examples of lip colours with protection elements, France, Japan, and US, 2019
- Lip colour with premium lip caring features
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- Figure 40: Examples of lip colours with lip caring claims, China and Brazil, 2019
- Playful new formats of eye colours with eyelid caring benefits
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- Figure 41: Gel and jelly format eye-colour products, China and US, 2018-19
- Figure 42: Innovations in helping a fuss free application, South Korea and US, 2018-19
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- Figure 43: Mascara designed for multiple tasks, UK and South Korea, 2018-19
- More skincare benefits in face make-up
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- Figure 44: Examples of face make-up with skin caring benefits, South Korea, US, and UK, 2018
- Playfulness and aromatherapy claims to bring more emotional values
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- Figure 45: Guerlain Glow powder with fragrance featuring, China, 2019
- New application sensation – Feels invisible
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- Figure 46: Shiseido ‘visible feels invisible’ series, China, 2019
The Consumer – What You Need to Know
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- Demolishing adoption gap between age groups and city tiers
- Similar product usage picture but cushions face bottleneck
- Foundations hold the golden ticket to premiumisation
- Product review-oriented consumers view trends rationally
- Performance and caring features both expected for base make-up
- Consumers tend to have a wide inventory coverage
Use of Make-up
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- Fast rising adoption among 30-somethings
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- Figure 47: Rate of make-up application, by age, 2017 vs 2019
- 20-24 year olds seek occasions
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- Figure 48: Make-up habits, by age, February 2019
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- Figure 49: Example of promotions encouraging more applicable occasions, China, 2019
- Figure 50: VENUS MARBLE new eye shadow palettes splitting occasions into two palettes, China, 2019
- Helping 20-24s master techniques
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- Figure 51: Confidence with make-up skills, by age, February 2019
- Tier two or lower cities are catching up
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- Figure 52: Rate of make-up application, by city tier, 2017 vs 2019
Product Usage
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- Most popular products are in line with expectations
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- Figure 53: Colour cosmetics used in the last six months, February 2019
- The gap between lipstick and lip gloss is similar to last year
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- Figure 54: Giorgio Armani offers different formats for lip colour #400, China, 2019
- Figure 55: Lipstick and lip gloss used in the last six months, by age, 2018 vs 2019
- Eye shadow palette remains appealing to 29% of respondents
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- Figure 56: Eye shadow palette used in the last six months, by selected demographics, February 2019
- Cushion BB/CC cream experience bottleneck as early 20s switch
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- Figure 57: Face colour cosmetics used in the last six months, by age, China, February 2019
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- Figure 58: Examples of fix spray with illuminating factor, US and China, 2018
- 20-24 year olds in lower tier cities show enthusiasm for make-up
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- Figure 59: Number of colour cosmetics used in the last six months, by age and city tier, February 2019
Price Range
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- Most consumers spend less than RMB300 per item
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- Figure 60: Price ranges, by product, February 2019
- Lipsticks RMB100-300 essential across income levels and ages
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- Figure 61: Price ranges of lipsticks, by monthly personal income, February 2019
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- Figure 62: Price ranges of lipsticks, by age, February 2019
- Colour-led eye colour palettes for quick fashion items
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- Figure 63: Price ranges of eye shadow palette, by age, February 2019
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- Figure 64: SHU UEMURA limited edition eye shadow palette with fashion runway association, China, 2019
- Foundations have more room for premiumisation than cushions
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- Figure 65: Price ranges of foundation and cushion BB/CC cream, by monthly personal income, February 2019
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- Figure 66: Cushion and foundation products usage, by age, February 2019
Consideration Factors
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- Consumers trust product reviews
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- Figure 67: Consideration factors for purchasing colour cosmetics, February 2019
- Products should enhance value to justify their prices
- Low product loyalty and experimental
- Prudent considerations drive purchase even for trendy make-up
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- Figure 68: Consideration factors for purchasing lipstick, by age, February 2019
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- Figure 69: Consideration factors for purchasing eye shadow palette, by age, February 2019
- Cushions as an easy to use add-on to foundations
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- Figure 70: Gap of consideration factor for purchasing cushion BB/CC cream and foundation (as benchmark), February 2019
Important Product Features of Face Base Make-up
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- Consumers desire superior functionalities and skin benefits
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- Figure 71: Important product features of face base make-up, February 2019
- Younger consumers expect professional products to cover up their problems
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- Figure 72: TURF Analysis of important product features of face base make-up –, 20-29 yrs, February 2019
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- Figure 73: Gap of important product features for face base make-up, between 20-24 yrs and total (as benchmark), between 25-29 yrs and total (as benchmark), China, February 2019
- Figure 74: Base make-up specifically targeting young consumers, China and Japan, 2018
- Older groups want caring products to fix their problems
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- Figure 75: TURF Analysis of important product features of face base make-up, 30-49 yrs, February 2019
- Figure 76: Guerlain L’Essentiel natural glow foundation, UK, 2019
- Build an anti-pollution face base make-up
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- Figure 77: Examples of anti-pollution face base products, US and South Korea, 2019
Make-up Attitudes and Habits
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- Make-up habits gap narrows between city tiers
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- Figure 78: Make-up habits – ‘I wear make-up almost every day’, by city tier, February 2019
- Occasional users also have full make-up drawers
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- Figure 79: Colour cosmetics used in the last six months, by make-up habits, February 2019
- Delicate look emerging among 20 year olds
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- Figure 80: Look preference, 2017 vs 2019
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- Figure 81: Look preference – ‘I prefer to have a delicate finish’, by age, 2019 vs 17
- Figure 82: Example of niche products with easy to use design, South Korea, US and China, 2018-19
- Niche products also essential for nude look seekers
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- Figure 83: Product usage, by look preference, February 2019
- Half of consumers prefer dedicated products
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- Figure 84: Product preference, February 2019
- Figure 85: Product preference – ‘I prefer using specific products for each make-up step when applying make-up, by selected demographics, February 2019
- Make-up skills limit trend seekers
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- Figure 86: Make-up style preference and skill confidence, February 2019
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- Figure 87: Make-up style preference, by skill confidence, February 2019
- Make daily-application colours trendy
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- Figure 88: Attitude towards trends, February 2019
- Figure 89: Example of scheming glitters sparks in low key eye make-up looks, China, 2019
Meet the Mintropolitans
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- Mintropolitans shows less interest in cushions
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- Figure 90: Colour cosmetics used in the last six months, by consumer classification, February 2019
- Mintropolitans show greatest interest in skin caring bases
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- Figure 91: Important product features of face base make-up, by consumer classification, February 2019
- Mintropolitans also enjoy value-for-money eye shadow palettes
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- Figure 92: Price ranges of products – spend more than RMB200 per item, by consumer classification, February 2019
- Contradiction between trendy products and daily application
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- Figure 93: Make-up style preference and skill confidence, by consumer classification, February 2019
Appendix – Market Size and Forecast
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- Figure 94: Market value of colour cosmetics, China, 2014-2024
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Appendix – Market Segmentation
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- Figure 95: Value sales of colour cosmetics market, by segment, China, 2014-18
- Figure 96: Value share of colour cosmetics market, by segment, China, 2014-18
- Figure 97: Annual value growth rate of colour cosmetics market, by segment, China, 2014-18
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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