Table of Contents
Executive Summary
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- The market and competition
- A promising market with further room for expansion
- Competition heating up
- The cosmetic surgery industry is expected to grow further
- The consumer
- Mature consumers fuel fiercer competition
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- Figure 1: Level of skincare/makeup skills, August 2019
- Facial skincare products win the most usage increase
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- Figure 2: Beauty products/services usage change in the last year, August 2019
- Desire for more skincare benefits is main driver of more usage
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- Figure 3: Reasons for using more facial skincare products in the last year, August 2019
- Consumers appreciate safer cosmetic surgery choices more
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- Figure 4: Usage of cosmetic surgery in the last year, August 2019
- Consumers recognise benefits of cosmetic surgery though concerns about improper channels remain
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- Figure 5: Attitude towards cosmetic surgery, August 2019
- ‘Radiant/glowing’ is the top-of-mind feature of healthy skin
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- Figure 6: Definition of healthy skin, August 2019
- What we think
Issues and Insights
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- Serve the ‘greedy’ consumers
- The facts
- The implications
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- Figure 7: DIOR CAPTURE YOUTH serum, China
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- Figure 8: DIOR customisation for skincare, China
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- Figure 9: Optune’s customised skincare service, Japan
- All out efforts for perfect looking skin
- The facts
- The implications
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- Figure 10: Examples of products with radiant/glow benefits, China
- Figure 11: FENTY BEAUTY foundation, China
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- Figure 12: Examples of high cover foundation and concealers, China
- The potential of cosmetic surgery products and services
- The facts
- The implications
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- Figure 13: Examples of cosmetic surgery products, China
The Market and Competition – What You Need to Know
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- Strong demand leads to continuous expansion
- Fierce competition requires further differentiation
Market Factors
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- Consumers’ increasing awareness, skills and expenditure on personal appearance
- KOLs and KOCs leading beauty trends
- Tools make skincare/makeup more effective and convenient
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- Figure 14: Examples of skincare/makeup tools, China
- Stricter cosmetic surgery regulations help regulate the industry
Competitive Strategies
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- Ingredient stories draw consumers’ attention back to product performance
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- Figure 15: CLARINS Double Serum, China 2019
- Figure 16: Estée Lauder Advanced Night Repair Intense Reset Concentration, China 2019
- Cross-category blended beauty products are the new offerings
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- Figure 17: Examples of cross-category blended beauty products, China
- Resonate with young consumers
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- Figure 18: Lancôme and Estée Lauder adverts featuring young celebrities, China
The Consumer – What you need to know
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- More than half of consumers have rich experience of skincare/makeup
- Significant usage increase in facial skincare products
- Diverse needs drive consumers’ increased usage of skincare products
- Consumers tend to try non-invasive cosmetic surgery services
- Some concerns but mostly positive attitudes towards the results of cosmetic surgery
- ‘Radiant/glowing’ dominates while consumers’ idea of healthy skin differs
Level of Skincare/Makeup Skills
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- Over half of consumers are confident with their level of skincare/makeup skills
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- Figure 19: Level of skincare/makeup skills, August 2019
- More women aged 25-29 are experts in skincare/makeup skills
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- Figure 20: Level of skincare/makeup skills, by gender and age, August 2019
- Beijing consumers show more expertise in skincare/makeup
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- Figure 21: Level of skincare/makeup skills, by city tier, August 2019
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- Figure 22: Level of skincare/makeup skills, tier one city, by gender, August 2019
Changes in Usage
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- More investment seen in facial skincare products
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- Figure 23: Beauty products/services usage change in the last year, August 2019
- Women lead category growth while men are gradually catching up
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- Figure 24: Beauty products/services usage change in the last year, by gender, August 2019
- Women aged 25-29 actively adopting beauty products and services
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- Figure 25: Beauty products/services usage change in the last year – ‘using more’, female, by age, August 2019
- Skincare/makeup experts leading usage increase
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- Figure 26: Beauty products/services usage change in the last year – ‘using more’, by level of skincare/makeup skills, August 2019
Reasons for Using More Facial Skincare Products
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- Diverse needs for the same product type are the top reason for more usage
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- Figure 27: Reasons for using more facial skincare products in the last year, August 2019
- More occasions and amount used drive men’s usage increase
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- Figure 28: Reasons for using more facial skincare products in the last year, by gender, August 2019
- Women in their 20s are leaders of using more skincare products
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- Figure 29: Reasons for using more facial skincare products in the last year, female, by age, August 2019
- Higher income consumers lead the ‘using more’ trend
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- Figure 30: Reasons for using more facial skincare products in the last year, by gender and monthly personal income, August 2019
Usage of Cosmetic Surgery
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- Non-invasive services dominant in cosmetic surgery
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- Figure 31: Usage of cosmetic surgery in the last year, August 2019
- Skill level is not a barrier for consumers to try anti-ageing cosmetic surgery
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- Figure 32: Usage of cosmetic surgery in the last year, by level of skincare/makeup skills, August 2019
- Men have the same utilisation of cosmetic surgery for scar/acne treatment as women
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- Figure 33: Usage of cosmetic surgery in the last year, by gender, August 2019
- Women over 30 have high adoption of cosmetic surgery for anti-ageing results
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- Figure 34: Usage of cosmetic surgery in the last year, female, by age, August 2019
- High earning women are early adopters of all kinds of cosmetic surgery services
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- Figure 35: Usage of cosmetic surgery in the last year, female, by monthly personal income, August 2019
Attitude towards Cosmetic Surgery
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- More than 90% of consumers worry about the risk of having cosmetic surgery through improper channels
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- Figure 36: Attitude towards cosmetic surgery, August 2019
- Women in their 30s and 40s trust the benefits of cosmetic surgery
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- Figure 37: Attitude towards cosmetic surgery – % of ‘strongly agree’, female, by age, August 2019
- Three types of consumers
- What’s their attitude?
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- Figure 38: Consumer segmentation based on their attitude towards cosmetic surgery, August 2019
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- Figure 39: Attitude towards cosmetic surgery –% of ‘strongly agree’, by consumer segmentation, August 2019
- Savvy consumers are the main supporters of cosmetic surgery
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- Figure 40: Level of skincare/makeup skills, by consumer segmentation, August 2019
- Who are they?
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- Figure 41: Consumer demographic, by consumer segmentation, August 2019
Definition of Healthy Skin
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- Nearly 30% of consumers associate healthy facial skin with ‘radiant/glowing’
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- Figure 42: Definition of healthy skin, August 2019
- Men consider natural skin as healthy skin, while women consider it to be white with no acne/spots/pigments
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- Figure 43: Top definition of healthy skin, by gender, August 2019
- Figure 44: Selected consumer verbatim around natural, male, August 2019
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- Figure 45: Selected consumer verbatim around white, female, August 2019
- Figure 46: Selected consumer verbatim around ‘no acne’, ’no dark spots/pigments’, female, August 2019
- Different age groups have their own ideas about healthy skin
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- Figure 47: Top definition of healthy skin, by age, August 2019
Meet the Mintropolitans
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- MinTs have rich experience of skincare/makeup
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- Figure 48: Level of skincare/makeup skills, by consumer classification, August 2019
- MinTs aged 25-29 are the core target of beauty brands
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- Figure 49: Level of skincare/makeup skills, Mintropolitans, by age, August 2019
- Both MinTs and non-MinTs have the same usage rate of cosmetic surgery for scar/acne treatment
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- Figure 50: Usage of cosmetic surgery in the last year, by consumer classification, August 2019
Appendix: Word Cloud in Mandarin
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- Figure 51: Definition of healthy skin, Mandarin, August 2019
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Appendix: Methodology and Abbreviations
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- Methodology
- Abbreviations
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