Colour Cosmetics - Face - China - June 2018

OVERVIEW
What you need to know
Covered in this Report
Excluded
Subgroup definitions (by Monthly Personal Income)
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of total value sales of face colour cosmetics market, China, 2013-23
Companies and brands
Figure 2: Market share of top 10 face colour cosmetics companies, China, 2016 and 2017
The consumer
Point make-up getting more attention
Figure 3: Time and money spent on make-up, February 2018
Cushion products have the highest penetration
Figure 4: Face colour cosmetics used in the last six months, February 2018
Big brands – Start late, but bright prospective
Figure 5: Top brands of cushion BB/CC cream using now (over 1% mention), February 2018
Moisturising is appealing most, similar to that of skincare products
Figure 6: Interested claims in base make-up products, February 2018
Nude look is no longer a key word in 2018
Figure 7: Preference of make-up style, 2017 vs 2018
Wider range of product offering motivates online shopping most
Figure 8: Online shopping drivers, February 2018
What we think
ISSUES AND INSIGHTS
Cushioning China
The facts
The implications
Figure 9: Examples of new premium cushion products, Germany and South Korea, 2018
Seeking a more delicate finish
The facts
The implications
Figure 10: Clinique BIY Blend It Yourself Pigment Drops, UK, 2017
Figure 11: Clarisonic foundation brush, China
Shopping for colour online
The facts
The implications
Figure 12: Pinterest search filter by skin tones, 2018
THE MARKET – WHAT YOU NEED TO KNOW
Still on rise, but challenge from point make-up
Foundation dominates while blusher has great potential
MARKET SIZE AND FORECAST
Face make-ups occupy the largest share, but lip make-ups lead the market growth
Figure 13: Sales value and annual value growth rate of colour cosmetics market, by sub-category, China, 2016-17
Expecting moderate growing pace in the next five years
Figure 14: Best- and worst-case forecast of total value sales of face colour cosmetics market, China, 2013-23
MARKET FACTORS
Appreciation of nude look still drives category growth
Point make-up gradually took the spotlight from base make-up
Colour make-up is the next trend after cushion
Korean brands stimulate face make-up, but influences getting weaker
MARKET SEGMENTATION
Foundation contributes most and obtained further growth in 2017
Figure 15: Segment share of face colour cosmetics market, China, 2016 and 2017
Blusher is small but achieved the greatest momentum
Figure 16: Sales value and growth rate of face colour cosmetics market, by segment, China, 2016-17
KEY PLAYERS – WHAT YOU NEED TO KNOW
Stronger upward trend of local brands
More premium brands launch cushion foundation
More innovative ideas are launched overseas
MARKET SHARE
Local brands spur the mass face colour cosmetics market
Figure 17: Market share of top 10 face colour cosmetics companies, China, 2016 and 2017
Local brands appeal to niche needs
Carslan
Figure 18: Carslan CC Perfect Cushion upgrade, China, 2017
Figure 19: Carslan concealer products, China, 2017
Marie Dalgar
Figure 20: Marie Dalgar new launches of face colour cosmetics, China, 2018
Figure 21: Marie Dalgar Kick It Off Primer, China, 2017
Western brands strengthen base make-up technologies
Figure 22: Giorgio Armani Power Fabric liquid foundation, China, 2018
Figure 23: Yves Saint Laurent Fusion Ink compact foundation, China, 2017
COMPETITIVE STRATEGIES
Prestige brands join cushion foundation launch trend
Figure 24: New launches of cushion foundation of prestige brands, Asia, 2017-18
Enhancing convenience of purchase
Figure 25: Marie Dalgar and Carslan lipstick vending machine, China, 2017
WHO’S INNOVATING?
Face powder loses its share while concealer is on rise in China
Figure 26: New launches of face colour cosmetics, by product type, China, 2016 and 2017
Proportion of foundation innovations is relatively lower in China than other countries
Figure 27: New launches of face colour cosmetics, by product type, China, South Korea, Japan, UK and US, 2017
China falls behind Japan and Korea in claiming UV protection
Figure 28: Top selected claims in new launches of foundation/fluid illuminator, China, South Korea, Japan, UK and US, 2017
Noteworthy innovations in China
Foundation infused with natural ingredients
Figure 29: Examples of foundation with natural ingredients, China, 2018
Blusher with pressed petal image
Figure 30: Examples of new blushers with petal image, China, 2017 and 201
Noteworthy innovations outside China
Cushion for sensitive skin
Figure 31: Examples of new cushion suitable for sensitive skin, South Korea, 2017 and 2018
Photo-friendly, suitable for selfie lovers
Figure 32: Examples of new products delivering photo-ready finish, Indonesia and US, 2018
Anti-pollution becomes a must-have in primer
Figure 33: Examples of new primer with anti-pollution claims, France and US, 2017 and 2018
New formats of mature products
Figure 34: Examples of new formats, Netherlands and UK, 2018
Similar to the China market, superfood brings inspiration worldwide
Figure 35: Examples of foundations with food, UK and Germany, 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Young girls like to spend time on researching make-up trends
Cushion BB/CC cream is appealing most
Lancôme and Maybelline are most mentioned cushion brands in use
Women in tier one cities call for more delicate finish
Attention switching from base to point make-up products
Consumers aged 25-49 still prefer offline shopping for colour cosmetics
TIME AND MONEY SPENT ON MAKE-UP
People involved more with make-up than last year
Figure 36: Involvement with make-up, February 2018
Younger women are enjoying make-up topics most
Figure 37: Involvement with make-up, by age, February 2018
Attention to point make-up slightly over base make-up
Figure 38: Time and money spent on make-up, February 2018
Being more prudent after age 30
Figure 39: More time and money spent on make-up, by age, February 2018
Similar proportion of consumers spend more time on re-applying than applying before going out
Figure 40: Time spent on applying make-up, February 2018
PRODUCT USAGE
Cushion BB/CC cream exceeds liquid/cream foundation
Figure 41: Face colour cosmetics used in the last six months, February 2018
Increasing appeal of cushion to younger women
20-29s use more types of products than over-30s
Figure 42: Face colour cosmetics used in the last six months, by age, February 2018
Not a significantly lower usage rate perceived in lower tier cities
Figure 43: Face colour cosmetics used in the last six months, by city tier, February 2018
BRANDS USED
International brands come top in consumer mentions of cushion in use
Figure 44: Top brands of cushion BB/CC cream using now (over 1% mention), February 2018
Korean brands appeal to early 20s more
Figure 45: Top brands of cushion BB/CC cream using now (over 1% mention), by age, February 2018
Prestige brands resonate better with mature women
Figure 46: Top brands of cushion BB/CC cream using now (over 1% mention), by age, February 2018
INTERESTED CLAIMS
Moisturising is also the most interested claim for base make-up products
Figure 47: Interested claims in base make-up products, February 2018
Younger generation have distinct needs
Figure 48: Interested claims in base make-up products, by age, February 2018
High tier cities’ urbanites endeavour to have more delicate finish
Figure 49: Gaps between tier one cities and tier two/three cities (as benchmark) in terms of in base make-up products, February 2018
USAGE HABITS
Who are the heavy users?
Figure 50: Habit of using make-up, by demographics, February 2018
Focus shifts from base to point make-up
Figure 51: Attention to make-up result, 2017 vs 2018
Nude look loses overwhelming advantage over delicate finish in 2018
Figure 52: Preference of make-up style, 2017 vs 2018
Therefore, demands for corresponding products are on the rise
Figure 53: Preference of make-up steps, 2017 vs 2018
Young women show even higher loyalty to base make-up brands
Figure 54: Purchase habit of base make-up, by age, February 2018
Opportunities for make-up tools
Figure 55: Habit of applying base make-up, by age, February 2018
Athbeauty has yet to take off in the last year
Figure 56: Habit of wearing make-up when doing exercise, 2017 vs 2018
ONLINE SHOPPING DRIVERS
In-person trials are of greater importance…
Figure 57: Purchase habit, 2017 vs 2018
…but young generation skews to online shopping although offline stores are still the prioritised choices of women over 25
Figure 58: Preference of purchase channel, by age, February 2018
20-24-year-olds are more driven by cheaper price and convenience online
Figure 59: Online shopping drivers, by age, February 2018
MEET THE MINTROPOLITANS
Liquid foundation differentiates most
Figure 60: Product usage, by consumer classification, February 2018
Buy more premium brands although their cushion debut in the market was late
Figure 61: Top brands of cushion BB/CC cream using now (over 1% mention), by consumer classification, February 2018
Offline shopping appeals to Mintropolitans more
Figure 62: Preference of purchase channel, by consumer classification, February 2018
Online means more products and information rather than convenience to Mintropolitans
Figure 63: Online shopping drivers, by consumer classification, February 2018
APPENDIX – MARKET SIZE AND FORECAST
Figure 64: Retail value sales of face colour cosmetics, China, 2013-23
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations