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Make-up and Colour Cosmetics - China - November 2012

INTRODUCTION
Report structure
EXECUTIVE SUMMARY
The market
Figure 1: Make-up and colour cosmetics market value in local currency, 2004-12
The forecast
Figure 2: Forecast for China’s make-up and colour cosmetics market, by value, 2007-17
Market segmentation
Figure 3: Make-up and colour cosmetics market segmentation, by value, 2004-12
Companies
Figure 4: Company market share, by value, 2009-11
L’Oréal
Carslan
Shiseido
Local companies – Suhu China Group, Hangzhou Mao Geping Make-up Co and Beauty China Holdings Limited
Issues in the market
Drivers and barriers to make-up usage in China
Make-up with skincare functions is the way to go
Brand loyalty is a real challenge
High-end segment has greater growth potential
DRIVERS AND BARRIERS TO MAKE-UP USAGE IN CHINA
Issues at a glance
A history of colour cosmetics in China
The underlying drivers for Chinese women to wear make-up
China’s make-up and colour cosmetics market has great potential
China’s GDP growth and increasing personal income increase expenditure on make-up and colour cosmetics products
Education contributes to the increasing usage of make-up and colour cosmetics products
Figure 5: Agreement with statement “Make-up and colour cosmetics are considered a daily essential/necessity for me”, by monthly personal income and education level, May 2012
Figure 6: Percentage of the value of the primary, secondary and tertiary industry in China, 2006-10
The influence of Western, Korean and Japanese make-up cultures
The emerging middle class also contribute to the blooming make-up market
Figure 7: Discretionary spending on clothing, jewellery, beauty and personal care, April 2012
Make-up and colour cosmetics products linked to emotional needs
Figure 8: Attitudes towards make-up and colour cosmetics products, May 2012
The underlying barriers for Chinese women to wear make-up
Make-up and colour cosmetics are used minimally and not commonly
Figure 9: Agreement with statement “Make-up and colour cosmetics are considered a daily essential/necessity for me”, May 2012
Figure 10: Attitudes towards make-up and colour cosmetics statements, May 2012
The future trend for make-up and colour cosmetics brands
What it means?
MAKE-UP WITH SKINCARE FUNCTIONS IS THE WAY TO GO
Issues at a glance
Effectiveness and functionalities of ingredients a top consideration factor
Figure 11: Three most important factors when purchasing make-up and colour cosmetics products, May 2012
Significant gaps exist between demands and supply
Figure 12: Most important product functions when purchasing make-up and colour cosmetics products, May 2012
Figure 13: Top eight claims on make-up and colour cosmetics products development in China, 2008-11
All-natural and natural ingredients are clear favourites mainly due to safety issues
Safety issues in make-up and colour cosmetics products are not emphasised enough
Figure 14: Three most important factors when purchasing make-up and colour cosmetics products, May 2012
Cosmetics and cosmetic ingredient law
Figure 15: Cosmetics and Cosmetic Ingredient Law
Requirements of ingredients in cosmetics
Ingredient labelling increases product transparency
Naturalness is in demand as chemical ingredients are a concern for product safety
Figure 16: Agreement with statement “I've become more interested in the ingredients in my make-up products”, May 2012
Figure 17: Expected all-natural ingredients and natural ingredients product functions when purchasing make-up and colour cosmetics products, May 2012
Figure 18: Agreement with statement “I prefer to buy all-natural haircare products”, February 2012
Skin type and problems contribute to demand for all-natural and natural ingredients
Figure 19: Types of skin problems/irritation currently experienced, May 2012
Air and water pollution factors
Figure 20: Top ten cities with worst air pollution based on PM10* index, 2011
Figure 21: Using skincare to protect skin from the environment, by types of skin problems, May 2012
Lifestyle factor
Figure 22: Reasons for purchasing skin and bodycare products, May 2012
Skincare elements into make-up and colour cosmetics products can help remove psychological barriers
Figure 23: Agreement with statement “I care more about skincare products (such as moisturisers) than make-up”, May 2012
Figure 24: Frequency of using make-up and colour cosmetics products, May 2012
Increasing chemical-free claims of make-up and colour cosmetics
Figure 25: Make-up and colour cosmetics products launched with various chemical-free claims, 2008-11
Natural products and products associated with nature
Pure natural mineral make-up boom
Chinese herbs inspire make-up and colour cosmetics products
Food inspiration into make-up and colour cosmetics products
Anti-ageing and suitable for sensitive skin/skin allergies
Figure 26: Anti-ageing and sensitive skin product functions claims when purchasing make-up and colour cosmetics products, May 2012
Figure 27: Dermatologically tested, ophthalmologically tested, allergy-tested, anti-ageing, firming and reduces fine lines/wrinkles claims on make-up and colour cosmetics products development in China, 2008-11
Products for anti-ageing
Products for sensitive skin
Multifunctional products have potential widespread appeal
BB cream
What it means?
BRAND LOYALTY IS A REAL CHALLENGE
Issues at a glance
Brand loyalty is low
Figure 28: Brand preferences in each of the make-up and colour cosmetics product categories, May 2012
Figure 29: Repertoire of brands of make-up and colour products bought, June 2012
Low brand loyalty ratio, indicates shifting sand for many brands
Figure 30: Brands of make-up and colour cosmetics products bought in the past 12 months and bought most often in the past 12 months, May 2012
High brand similarities cause low loyalty
Figure 31: Attitudes towards make-up and colour cosmetics statements, May 2012
Constant marketing stimulus contributes to high brand switch
Figure 32: Brand preferences in each of the make-up and colour cosmetics product categories, May 2012
Needs-based brand positioning will enhance brand loyalty
Figure 33: Agreement with make-up and colour cosmetics statements, May 2012
Brand portfolio via merging and acquisition (M&A) can lift brand loyalty and brand share
Figure 34: L’Oréal “pyramid of brands”
Brand acquisitions for geographic expansion
Differentiated marketing is the key for local companies to stand out
What it means?
HIGH-END SEGMENT HAS GREATER GROWTH POTENTIAL
Issues at a glance
Growing consumer affluence drives high-end make-up and colour cosmetics
Figure 35: Number of brands of make-up and colour cosmetics bought, by monthly personal income, May 2012
Emerging middle class craze for luxury shopping spree
Figure 36: Discretionary spending, April 2012
Figure 37: Top five luxury items buying intention, by gender, April 2012
Purchases in duty-free stores or overseas due to high taxes in China
Figure 38: Top five purchases of luxury items abroad, by gender, April 2012
Cultivating affluent Chinese users through make-up and colour cosmetics specialty outlets
Figure 39: Agreement with statements “I am always looking for the latest release of make-up and colour cosmetics to stay ahead of the trend” and “I am very sensitive to the trends in the make-up market”, May 2012
Beauty salons use elements of exclusivity to boost premium credentials and uniqueness
Gifting to build a premium image and capture more new customers
Figure 40: Agreement with statement “Make-up and colour cosmetics products make a good gift”, May 2012
Figure 41: Brand preferences in each of the make-up and colour cosmetics product categories based on agreement with statement “I often buy a product because of its nice packaging in this category”, May 2012
Figure 42: Various holidays celebrated by the Chinese
To connect with affluent and tech-savvy consumers online
Figure 43: Technology ownership – household, April 2012
Figure 44: Online shopping, April 2012
To create an image of luxury online
What it means?
THE FUTURE OF THE MARKET
Figure 45: Forecast for China’s make-up and colour cosmetics market, by value, 2007-17
Figure 46: Value sales for make-up and colour cosmetics, 2007-17
Figure 47: Value sales of make-up and colour cosmetics, by segment, 2007-17
APPENDIX – USAGE FREQUENCY OF MAKE-UP AND COLOUR COSMETICS PRODUCTS
Figure 48: Usage frequency of make-up and colour cosmetics products, May 2012
Figure 49: Usage frequency of make-up and colour cosmetics products, May 2012
Figure 50: Most popular usage frequency of lip (this comprises colour/gloss and liners) products, by demographics, May 2012
Figure 51: Next most popular usage frequency of lip (this comprises colour/gloss and liners) products, by demographics, May 2012
Figure 52: Most popular usage frequency of face (this comprises blushes, bronzers, concealers, foundation, powder and primers) products, by demographics, May 2012
Figure 53: Next most popular usage frequency of face (this comprises blushes, bronzers, concealers, foundation, powder and primers) products, by demographics, May 2012
Figure 54: Most popular usage frequency of eye (this comprises brow, lash/mascaras, liner/pencils and shadow products) products, by demographics, May 2012
Figure 55: Next most popular usage frequency of eye (this comprises brow, lash/mascaras, liner/pencils and shadow products) products, by demographics, May 2012
Figure 56: Most popular usage frequency of nail (this comprises nail polish/varnish) products, by demographics, May 2012
Figure 57: Next most popular usage frequency of nail (this comprises nail polish/varnish) products, by demographics, May 2012
Figure 58: Most popular usage frequency of other make-up and colour cosmetics products, by demographics, May 2012
Figure 59: Next most popular usage frequency of other make-up and colour cosmetics products, by demographics, May 2012
APPENDIX – BRANDS OF MAKE-UP AND COLOUR COSMETICS PRODUCTS BOUGHT IN THE PAST 12 MONTHS
Figure 60: Brands of make-up and colour cosmetics products bought in the past 12 months, May 2012
Figure 61: Most popular brands of make-up and colour cosmetics products bought in the past 12 months, by demographics, May 2012
Figure 62: Next most popular brands of make-up and colour cosmetics products bought in the past 12 months, by demographics, May 2012
Figure 63: Other brands of make-up and colour cosmetics products bought in the past 12 months, by demographics, May 2012
APPENDIX – NUMBER OF BRANDS BOUGHT
Figure 64: Number of brands of make-up and colour cosmetics products bought in the past 12 months, June 2012
Figure 65: Number of brands of make-up and colour cosmetics products bought in the past 12 months, by demographics, June 2012
APPENDIX – BRANDS OF MAKE-UP AND COLOUR COSMETICS PRODUCTS BOUGHT MOST OFTEN
Figure 66: Brands of make-up and colour cosmetics products bought most often, May 2012
Figure 67: Most popular brands of make-up and colour cosmetics products bought most often, by demographics, May 2012
Figure 68: Next most popular brands of make-up and colour cosmetics products bought most often, by demographics, May 2012
APPENDIX – BRAND PREFERENCES IN EACH OF THE MAKE-UP AND COLOUR COSMETICS PRODUCT CATEGORIES
Figure 69: Brand preferences in each of the eye (this comprises brow, lash/mascaras, liner/pencils and shadow products) product categories, May 2012
Figure 70: Most popular brand preferences in each of the eye (this comprises brow, lash/mascaras, liner/pencils and shadow products) product categories, by demographics, May 2012
Figure 71: Next most popular brand preferences in each of the eye (this comprises brow, lash/mascaras, liner/pencils and shadow products) product categories, by demographics, May 2012
Figure 72: Other brand preferences in each of the eye (this comprises brow, lash/mascaras, liner/pencils and shadow products) product categories, by demographics, May 2012
Figure 73: Brand preferences in each of the face (this comprises blushes, bronzers, concealers, foundation, powder and primers) product categories, May 2012
Figure 74: Most popular brand preferences in each of the face (this comprises blushes, bronzers, concealers, foundation, powder and primers) product categories, by demographics, May 2012
Figure 75: Next most popular brand preferences in each of the face (this comprises blushes, bronzers, concealers, foundation, powder and primers) product categories, by demographics, May 2012
Figure 76: Other brand preferences in each of the face (this comprises blushes, bronzers, concealers, foundation, powder and primers) product categories, by demographics, May 2012
Figure 77: Brand preferences in each of the lip (this comprises colour/gloss and liners) product categories, May 2012
Figure 78: Most popular brand preferences in each of the lip (this comprises colour/gloss and liners) product categories, by demographics, May 2012
Figure 79: Next most popular brand preferences in each of the lip (this comprises colour/gloss and liners) product categories, by demographics, May 2012
Figure 80: Other brand preferences in each of the lip (this comprises colour/gloss and liners) product categories, by demographics, May 2012
Figure 81: Brand preferences in each of the nail (this comprises nail polish/varnish) product categories, May 2012
Figure 82: Most popular brand preferences in each of the nail (this comprises nail polish/varnish) product categories, by demographics, May 2012
Figure 83: Next most popular brand preferences in each of the nail (this comprises nail polish/varnish) product categories, by demographics, May 2012
Figure 84: Other brand preferences in each of the nail (this comprises nail polish/varnish) product categories, by demographics, May 2012
APPENDIX – PER-PURCHASE SPENDING ON MAKE-UP AND COLOUR COSMETICS PRODUCTS
Figure 85: Per-purchase spending on make-up and colour cosmetics products, May 2012
Figure 86: Per-purchase spending on make-up and colour cosmetics products, May 2012
Figure 87: Per-purchase spending on eye (this comprises brow, lash/mascaras, liner/pencils and shadow products) products, by demographics, May 2012
Figure 88: Per-purchase spending on face (this comprises blushes, bronzers, concealers, foundation, powder and primers) products, by demographics, May 2012
Figure 89: Per-purchase spending on lip (this comprises colour/gloss and liners) products, by demographics, May 2012
Figure 90: Per-purchase spending on nail (this comprises nail polish/varnish) products, by demographics, May 2012
APPENDIX – TOP THREE CONSIDERATION FACTORS WHEN PURCHASING MAKE-UP AND COLOUR COSMETICS PRODUCTS
Figure 91: Top three consideration factors when purchasing make-up and colour cosmetics products, May 2012
Figure 92: Top rank consideration factors when purchasing make-up and colour cosmetics products, by demographics, May 2012
Figure 93: Second rank consideration factors when purchasing make-up and colour cosmetics products, by demographics, May 2012
Figure 94: Most popular third rank consideration factors when purchasing make-up and colour cosmetics products, by demographics, May 2012
Figure 95: Next most popular third rank consideration factors when purchasing make-up and colour cosmetics products, by demographics, May 2012
APPENDIX – TOP THREE PRODUCT FUNCTIONS TO CONSIDER WHEN PURCHASING MAKE-UP AND COLOUR COSMETICS PRODUCTS
Figure 96: Top three product functions to consider when purchasing make-up and colour cosmetics products, May 2012
Figure 97: Most popular top rank product functions to consider when purchasing make-up and colour cosmetics products, by demographics, May 2012
Figure 98: Next most popular top rank product functions to consider when purchasing make-up and colour cosmetics products, by demographics, May 2012
Figure 99: Most popular second rank product functions to consider when purchasing make-up and colour cosmetics products, by demographics, May 2012
Figure 100: Next most popular second rank product functions to consider when purchasing make-up and colour cosmetics products, by demographics, May 2012
Figure 101: Most popular third rank product functions to consider when purchasing make-up and colour cosmetics products, by demographics, May 2012
Figure 102: Next most popular third rank product functions to consider when purchasing make-up and colour cosmetics products, by demographics, May 2012
APPENDIX – LOCATION TO PURCHASE MAKE-UP AND COLOUR COSMETICS PRODUCTS
Figure 103: Location to purchase make-up and colour cosmetics products, May 2012
Figure 104: Most popular location to purchase make-up and colour cosmetics products, by demographics, May 2012
Figure 105: Next most popular location to purchase make-up and colour cosmetics products, by demographics, May 2012
Figure 106: Other location to purchase make-up and colour cosmetics products, by demographics, May 2012
APPENDIX – ATTITUDE TOWARDS MAKE-UP AND COLOUR COSMETICS PRODUCTS
Figure 107: Attitude towards make-up and colour cosmetics products, May 2012
Figure 108: Agreement with the statements ‘Make-up and colour cosmetics products can help me improve my appearance’ and ‘I care more about skincare products (such as moisturisers) than make-up’, by demographics, May 2012
Figure 109: Agreement with the statements ‘Make-up and colour cosmetics help to complement what I’m wearing’ and ‘Make-up and colour cosmetics products make a good gift’, by demographics, May 2012
Figure 110: Agreement with the statements ‘I've become more interested in the ingredients in my make-up products’ and ‘I prefer to buy make-up and colour cosmetics products with specific functions’, by demographics, May 2012
Figure 111: Agreement with the statements ‘Make-up and colour cosmetics can help me attract attention of the opposite sex’ and ‘Make-up and colour cosmetics are considered a daily essential/necessity for me’, by demographics, May 2012
Figure 112: Agreement with the statements ‘I express my individuality by wearing make-up’ and ‘I am always looking for the latest release of make-up and colour cosmetics to stay ahead of the trend’, by demographics, May 2012
Figure 113: Agreement with the statements ‘There is a big difference in quality between local and international make-up and colour cosmetics brands’ and ‘There are too many make-up and colour cosmetic brands and products and it is hard to make a good choice’, by demographics, May 2012
Figure 114: Agreement with the statements ‘Trying to find the right make-up and colour cosmetics product is very difficult’ and ‘I am very sensitive to the trends in the make-up market’, by demographics, May 2012
Figure 115: Agreement with the statements ‘I tend to choose brands endorsed by celebrities’ and ‘I always look for promotions when buying make-up and colour cosmetics’, by demographics, May 2012
Figure 116: Most popular attitude towards make-up and colour cosmetics products (any agree), by demographics, May 2012
Figure 117: Next most popular attitude towards make-up and colour cosmetics products (any agree), by demographics, May 2012
Figure 118: Other attitude towards make-up and colour cosmetics products (any agree), by demographics, May 2012

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