Age Management Products - China - April 2021

OVERVIEW
Key issues covered in this report
Definitions
EXECUTIVE SUMMARY
Market and competition
Strong consumer demand spells good news for the anti-aging market
Product communication focuses on ingredients with new storytelling
Local brands start to compete on technology innovation
China market focuses on skin needs, while products that support menopause are increasingly important in the West
The consumer
Consumers still focus on visible signs of aging
Figure 1: Signs of aging, 2020 vs 2021
Lifestyle factors take centre stage
Figure 2: Factors contributing to skin aging, January 2021
Anti-aging is relevant in various categories
Figure 3: Usage of anti-aging products, January 2021
Suncare is the first step in anti-aging
Figure 4: Usage of anti-aging facial skincare products, January 2021
Consumers pay more attention to skin tone and skin barrier
Figure 5: Most important claims of anti-aging skincare products, 2019 vs 2021
There’s still a strong desire to look younger for one’s age
Figure 6: Attitudes towards anti-aging, January 2021
Four consumer segments that represent opportunities
Figure 7: Consumer segmentation, January 2021
What we think
ISSUES AND INSIGHTS
Tap into the aging of hair and scalp 
Offer anti-aging solutions for sensitive or damaged skin
Figure 8: Vichy Laboratoires LiftActiv H.A. Epidermic Filler, China, 2021
Figure 9: Sulwhasoo Concentrated Ginseng Rescue Ampoule, China, 2020
From anti-aging skincare to anti-aging lifestyle
Figure 10: Clinique Derma Drink System, US, 2020
Figure 11: Fancl x Super Monkey Super Bounce Super Young event, China, 2020
Figure 12: Example of Philips #Don’tSleepOnIt campaign, India, 2020
MARKET AND COMPETITION – KEY TAKEAWAYS
The market fares well with strong consumer demand
Brands are upgrading product communication on ingredients 
Products for menopausal women are booming in the West
MARKET DRIVERS
The desire to look younger is still strong among Chinese women
Mature women offer opportunity
Consumers seek holistic anti-aging solutions
Anti-aging skincare continues to drive the prestige sector
Figure 13: Examples of new anti-aging skincare launches from local brands, China, 2020
Figure 14: Examples of new anti-aging skincare launches from prestige brands, China, 2021
COMPETITIVE STRATEGIES
Local brands start to compete with foreign brands on technological advances
Figure 15: Example of Beauty Rule products, China, 2021
Upgrade product communication to highlight the combination of hero ingredients
Figure 16: Example of new anti-aging skincare launches that contain pro-xylane, China, 2020
Ingredient suppliers are featured to denote quality and credibility
Figure 17: Mixx Laboratory communication on ingredients and suppliers, China, 2020
LAUNCH ACTIVITY AND INNOVATION
China’s anti-aging launches are focused on skincare
Figure 18: New BPC launches with an anti-aging claim, by category, China, Japan, South Korea, US and UK, 2020
Figure 19: New anti-aging colour cosmetics launches, China, 2020
Neck care is small but experiences new uptrend
Figure 20: New anti-aging skincare launches, by sub-category, China, 2016-20
Figure 21: New anti-aging neck care* launches, China, 2016-20
Figure 22: New anti-aging neck care launches, China, 2020
Serum and essence see the greatest increase
Figure 23: New anti-aging skincare launches, by format and texture, China, 2016-20
Figure 24: L'Oréal Paris Revitalift Filler[HA] Ampoule in Cream, China, 2021
Brightening has become a more important claim than anti-wrinkle
Figure 25: Top claims of new anti-aging skincare launches, China, 2016-20
Figure 26: Estée Lauder Revitalizing Supreme+ Bright collection, China, 2021
Innovation highlights in overseas markets
Beauty for all ages
Figure 27: Examples of LaMaria products, US, 2021
Figure 28: Example of Kindra products, US, 2019
Figure 29: Example of State Of products, US, 2020
Figure 30: Avon Adapt Menopause Skincare Set, UK, 2021
THE CONSUMER – KEY TAKEAWAYS
Loose skin and wrinkles indicate skin aging, but consumers pay more attention to skin tone and skin barrier
Lack of sleep has taken the place of age as the top one factor causing skin aging
Consumers are open to a holistic anti-aging solution, though facial skincare is prioritised
Be aware of four consumer segments
SIGNS OF AGING
Loose skin and wrinkles indicate skin aging
Figure 31: Signs of aging, 2020 vs 2021
Hair problems get slightly more attention than last year
Figure 32: Signs of aging – hair problems, by monthly personal income, January 2021
Mental health issues are second to skin aging
CAUSES OF SKIN AGING
Lack of sleep is a universal concern
Figure 33: Factors contributing to skin aging, January 2021
Figure 34: Coca-Cola Zunxuan 28 Sleep Waking Face, China, 2020
Figure 35: Moonlit Skincare The Ultimate Sleep Kit, US, 2019
Opportunities to help with stress and unhealthy diet
Different age groups need different solutions for external aggressors
Figure 36: Factors contributing to skin aging – external factors, by age, January 2021
USAGE OF ANTI-AGING PRODUCTS
Facial skincare products are prioritised, but consumers are open to holistic solutions
Figure 37: Usage of anti-aging products, January 2021
Improving skin tone from within 
Figure 38: Signs of aging, by usage of beauty supplements, January 2021
Young consumers are still waiting to enter the anti-aging category
Figure 39: Usage of anti-aging products – using now, by age, January 2021
USAGE OF ANTI-AGING FACIAL SKINCARE PRODUCTS
Suncare and cleansing are most important steps
Figure 40: Usage of anti-aging facial skincare products, January 2021
Figure 41: ISDIN Age Repair Fusion Water SPF 50, China, 2020
25-29 year olds tend to focus on eye cream and facial serum
Figure 42: Usage of anti-aging facial skincare products, by age, January 2021
Tier one cities lead usage of anti-aging skincare products, especially facial oil
Figure 43: Usage of anti-aging facial skincare products, by city tier, January 2021
Figure 44: Gaps between consumers with high and low personal income in terms of usage of anti-aging facial skincare products, January 2021
ANTI-AGING CLAIMS
Consumers may turn to other solutions for anti-wrinkle
Figure 45: Most important claims of anti-aging skincare products, 2019 vs 2021
Figure 46: Most important claims of anti-aging skincare products, by usage of beauty devices, January 2021
Improving skin tone and repairing skin barrier are increasingly associated with anti-aging
Older women’s demand for improving skin tone is growing
Figure 47: Most important claims of anti-aging skincare products, by age, 2019 vs 2021
Figure 48: Introduction of Helena Rubinstein Prodigy CellGlow The Ultimate Cellxir, China, 2020
ATTITUDES TOWARDS AGING AND ANTI-AGING
A strong desire to look younger drives people to actively take anti-aging actions
Figure 49: Attitudes towards anti-aging, January 2021
CONSUMER SEGMENTATION
Anti-aging is a universal demand but consumers take different approaches towards it
Figure 50: Consumer segmentation, January 2021
The Embraced: anti-aging is about achieving holistic well-being
Who are they?
Figure 51: Attitudes towards anti-aging – strongly agree on select items, by consumer segmentation, January 2021
Figure 52: Signs of aging – select items, by consumer segmentation, January 2021
Figure 53: Usage of anti-aging products – using now, by consumer segmentation, January 2021
Opportunities
The Fighters: invest in various beauty products to look younger
Who are they?
Figure 54: Attitudes towards anti-aging – strongly agree on select items, by consumer segmentation, January 2021
Figure 55: Usage of anti-aging facial skincare products – select items, by consumer segmentation, January 2021
Figure 56: Important anti-aging claims – select items, by consumer segmentation, January 2021
Opportunities
The Confident: walk their own path towards anti-aging
Who are they?
Figure 57: Attitudes towards anti-aging – strongly agree or agree on select items, by consumer segmentation, January 2021
Opportunities
The Worried Outsiders: afraid of getting old, but not ready to spend a fortune on anti-aging
Who are they?
Figure 58: Factors contributing to skin aging – select items, by consumer segmentation, January 2021
Opportunities
APPENDIX –METHODOLOGY AND ABBREVIATIONS
Consumer research methodology
Abbreviations