China Beauty Services Market Report 2020
£ 3,695 (Excl.Tax)
Report Summary
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Beauty Services – China market including the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
The continuous pursuit of more effective results explains why COVID-19 has not dampened women’s interested in beauty since life returned to normality. The popularity of short videos and live streaming have also, to some extent, facilitated beauty service growth due to more and better consumer education. However the beauty service market in China is still at an early development stage with interested and explorative consumers and faces the issue of credibility due to information asymmetry.
Expert analysis from a specialist in the field
Written by Vicky Zhou, a leading analyst in the BPC sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The beauty service market in China has embraced a period of macro-environment changes with stricter regulation and more transparent information. Consumers’ demand has not been dampened by COVID-19, while they also need real proof in this result-driven market. The interest in technological innovation brings opportunity, while the involvement of online channels facilitates consumer education
Vicky Zhou
BPC Analyst
Table of Contents
-
Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- Excluded
- Subgroup definition (by monthly personal income)
- What you need to know
-
Executive Summary
-
- Impact of COVID-19 on beauty services
- Figure 1: Short, medium and long term impact of COVID-19 on beauty services, October 2020
- Diversity demand drive more usage and spending
- Increase online presence to keep more consumers engaged
- The market
- The consumer
- Hand treatments enjoy the fastest development over the past three years
- Figure 2: Beauty services taken in the last 12 months, tier one cities, September 2020 vs July 2017
- Increase in service spending varies by demographic
- Figure 3: Change in spending on specific beauty services in the last 12 months, September 2020
- Trying more service types, upgrading original services and increased frequency are main reasons for spending more
- Figure 4: Reasons for spending more on facial beauty services or facial cosmetic surgery, September 2020
- Certification and customer reviews highly affect consumers’ recognition, while technology is the key difference between consumers in different city tiers
- Figure 5: Features that can reflect the effectiveness of facial beauty services, September 2020
- Consumers get information from multiple channels
- Figure 6: Information channels of beauty services, September 2020
- Still important to target device and prestige skincare enthusiasts
- Figure 7: Beauty services used, by preference of beauty services, devices and prestige skincare products, September 2020
- What we think
-
-
Issues and Insights
- Highlight technology when competing with at-home beauty devices and skincare products
- The facts
- The implications
- Figure 8: Example of gene technology in beauty services, China
- Figure 9: Introduction of Thermage FLX
- Premiumisation developing beauty service market
- The facts
- The implications
- Figure 10: Example of safe manicure products suitable for children and pregnant women, China
- Online, especially short videos, becomes a key consumer education channel
- The facts
- The implications
- Figure 11: Example of live streaming in the beauty service market, China, 2020
- Figure 12: Example of educational live streaming of beauty services, China, 2020
-
- Figure 13: Helijia’s cooperation with Mei Ji Jiang Meng, China, 2020
- Highlight technology when competing with at-home beauty devices and skincare products
-
Market and Innovation – What You Need to Know
- The beauty service market is still at an early stage of development
- The negative influence of COVID-19 is short-term
- Efforts by many parties stimulate growth
- Companies are trying innovative business models
- The beauty service market is still at an early stage of development
-
Market Overview
- A fragmented market with all kinds of players
- E-commerces join the competition landscape
- Despite the rise of micro-surgery, massage and hand treatments are still the most common beauty service types
- A fragmented market with all kinds of players
-
Market Factors
- Short-term lockdown disruption has not changed spending enthusiasm for beauty
- Figure 14: Monthly change in total retail sales of consumer goods (incl foodservices) and cosmetics, China 2019-August 2020
- More regulations are standardising the industry
- Technological innovations drive market growth
- More transparent information provided for consumers
- Safety issues are not going away in the short time
- Short-term lockdown disruption has not changed spending enthusiasm for beauty
-
Competitive Strategies and Innovations
- Go to consumers rather than wait for them to come
- Figure 15: L’Oréal’s ‘Spa To Go’ service, China, 2020
- Join forces to compete
- Beauty service platform teams up with beauty and skincare brands
- Expand new consumption scenarios
- Go to consumers rather than wait for them to come
-
The Consumer – What You Need to Know
- Overall growth in the usage of beauty services
- Focus on beauty services differ across different age groups and city tiers
- Premiumisation and frequency contribute to increasing spend
- Real proof needed
- Usage proportion similar among diverse information channels
- Potential in both beauty device and skincare consumers
- Overall growth in the usage of beauty services
-
Trends in Usage of Beauty Services
- Massage and hand treatments still by far the most popular
- Figure 16: Beauty services taken in the last 12 months, September 2020
- Hand treatments enjoy the biggest uptake
- Figure 17: Beauty services taken in the last 12 months, tier one cities, September 2020 vs July 2017
- 30-39-year-old women’s attention to both face and body suggests they are worth attention
- Figure 18: Beauty services taken in the last 12 months, by age, September 2020
- Women in tier one cities are more active
- Figure 19: Beauty services taken in the last 12 months, by city tier, September 2020
- Massage and hand treatments still by far the most popular
-
Change in Spending
- Still interested in beauty services despite impact of COVID-19
- Figure 20: Change in spending on specific beauty services in the last 12 months, September 2020
- Women under 30 spent more on facial treatment
- Figure 21: Percentage of spending more on beauty services in the last 12 months, by age, September 2020
- Women aged 40-49 seeking more effective solutions
- Younger women want quicker solutions to improve figure
- Different focus on facial beauty service by city tier
- Figure 22: Percentage of spending more on beauty services in the last 12 months, by city tier, September 2020
- Still interested in beauty services despite impact of COVID-19
-
Reasons for Spending More
- Both premiumisation and frequency drive spending
- Figure 23: Reasons for spending more on facial beauty services or facial cosmetic surgery, September 2020
- Post-1970s and post-1990s women are more likely to shift spending from skincare products to beauty services
- Figure 24: Reasons for spending more on facial beauty services or facial cosmetic surgery, by generation, September 2020
- Both premiumisation and frequency drive spending
-
Factors of Effectiveness
- As user knowledge is limited, certification by an authority and good customer reviews are still most important endorsements
- Figure 25: Features that can reflect the effectiveness of facial beauty services, September 2020
- The influence of recommendations by beauty KOLs is weak
- Figure 26: Features that can reflect the effectiveness of facial beauty services, by age and monthly personal income, September 2020
- High earners pay more attention to friend and family recommendations
- Figure 27: Features that can reflect the effectiveness of facial beauty services, by age and monthly personal income, September 2020
- Unique technology drives confidence in tier one cities
- Figure 28: Features that can reflect the effectiveness of facial beauty services, by city tier, September 2020
- As user knowledge is limited, certification by an authority and good customer reviews are still most important endorsements
-
Information Channel
- No single information channel dominates
- Figure 29: Information channels of beauty services, September 2020
- Beauty Evolution, Meilishuo and Keep are important apps to target heavy users
- Figure 30: Apps used every day, by repertoire of beauty service types used, September 2020
- Younger women are more responsive to offline channels than older women
- Figure 31: Information channels of beauty services, by age, September 2020
- High earners are more proactive in information channels
- Figure 32: Information channels of beauty services, by monthly personal income, September 2020
- No single information channel dominates
-
Attitudes towards Beauty Services
- Reassurance is still important in introducing new services
- Figure 33: Willingness to try new beauty services, by age, September 2020
- Not fully ready for private labels
- Figure 34: Attitudes towards private labels, September 2020
- Professional beauty service salon chains are preferred
- Figure 35: Preference for beauty service salons, by monthly personal income, September 2020
- Technology can help brands build competitive advantage
- Figure 36: Attitudes towards beauty service technology, by monthly personal income and city tier, September 2020
- Competition with prestige skincare and devices is inevitable but still at early stage
- Figure 37: Attitudes towards beauty devices and prestige skincare products, September 2020
- Opportunities to target both beauty service and prestige skincare users
- Figure 38: Beauty services used, by preference of beauty services, devices and prestige skincare products, September 2020
- Reassurance is still important in introducing new services
-
Meet the Mintropolitans
- Mintropolitans have taken more types of beauty services
- Figure 39: Beauty services taken in the last 12 months, by consumer classification, September 2020
- Mintropolitans’ increased spending is more likely to be driven by more visits to beauty salons/spas
- Figure 40: Reasons for spending more on facial beauty services or facial cosmetic surgery, by consumer classification, September 2020
- Attitude towards unique technology differs the most between Mintropolitans and non-Mintropolitans
- Figure 41: Features that can reflect the effectiveness of facial beauty services, September 2020
- Mintropolitans are more likely to use vertical beauty information channels
- Figure 42: Information channels of beauty services – Percentage point difference, by consumer classification, September 2020
- Mintropolitans have taken more types of beauty services
-
Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Consumer
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
Below is a sample report, understand what you are buying.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
Trusted by companies. Big and small.
