Author: Mintel Group Ltd.
Last saved by: HTTP server

Facial Skincare - China - August 2017

OVERVIEW
What you need to know
Covered in this Report
Included in the consumer survey:
Included in market size:
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of total value sales of facial skincare market, China, 2012-22
Companies and brands
Figure 2: Market share of top facial skincare companies, China, 2015 and 2016
The consumer
Women use more products while men use fewer
Figure 3: Product usage, female, 2017 vs 2016
Figure 4: Product usage, male, 2017 vs 2016
Chinese brands are in their ascent to become the most often used skincare brands
Figure 5: Country of brand used most often, female, 2017 vs 2016
Most willing to pay more for serum and eye cream
Figure 6: Price tier, female, April 2017
Why people buy niche brands
Figure 7: Usage habit, April 2017
Hydration, the most felt usage cue of product effectiveness
Figure 8: Features of an effective product, April 2017
Friends are still the most influential source of advice
Figure 9: Influencer, by gender, April 2017
What we think
ISSUES AND INSIGHTS
Chinese brands win back appreciation
The facts
The implications
Figure 10: Pechoin advertisement of 1931, China, 2017
Learnings from niche brands
The facts
The implications
Figure 11: The Ordinary products, 2017
KOLs impact more on trend pursuers, but less on savvier users
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Positive growth surpassing overall BPC
Not lacking momentum
MARKET SIZE AND FORECAST
A winning sector in BPC
Figure 12: Best- and worst-case forecast of total value sales of facial skincare market, China, 2012-22
MARKET DRIVERS
Great attention to self-appearance
Preparing for more extreme weathers
Figure 13: National highest temperature during July 5-24, China, 2017
Fiercer competition results in speedy new launches
KEY PLAYERS – WHAT YOU NEED TO KNOW
Rise of domestic companies
More brands featuring natural ingredients joining competition
China market expedites innovation speed
MARKET SHARE
Overall changes of market key players
Figure 14: Market share of top facial skincare companies, China, 2015 and 2016
Premium lines secure the performance of international brands
Shiseido
AmorePacific
Chinese brands benefit from strong hero products, marketing support and competitive prices
Pehchaolin
Chicmax
COMPETITIVE STRATEGIES
Feature natural ingredients
Figure 15: Cha Ling, 2017
Figure 16: WASO, 2017
Riding on buzz
Figure 17: Collaboration between L’Oréal and Mobike, China, 2017
Figure 18: SK-II ‘The Expiry Date’ campaign, China, 2017
WHO’S INNOVATING?
China vs developed markets
Figure 19: Launch type in new facial skincare launches, by China, South Korea, Japan, US and UK, 2016-June 2017
Figure 20: Top claims in new facial skincare launches, by China, South Korea, Japan, US and UK, 2016-June 2017
Trends in the China market
Figure 21: Top claims in new facial skincare launches, China, 2015 and 2016
Figure 22: Price positioning in new facial skincare launches, China, 2015 and 2016
Innovations worth knowing
Hydrating with micro capsules
Figure 23: Facial skincare products with micro capsules, Japan, South Korea and China, 2017
Sun sticks and sunscreen cushions emerge
Figure 24: Sun stick, South Korea, 2017
Figure 25: Sunscreen cushion, South Korea, 2017
Multi-use products for time saving
Figure 26: Multi-use facial skincare product, Japan, 2016-17
Texture transformation
Figure 27: Facial skincare products with texture transformation, China, 2017
Seasonal offering with cooling sensation
Figure 28: Summer seasonal facial skincare products with cooling sensation, Japan, 2017
Colourful skincare products for fun
Figure 29: Innisfree color clay mask, South Korea, 2017
Figure 30: Outrun color sunstick, South Korea, 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Women involved deeper in the category while men lay back
Chinese brands take over the leading position from Korean brands in 2017
Women over 30 pay more on skincare products than younger consumers
Well-known brands own reputation but also face the risk of losing users
Basic benefits and safety matter most
Friends’ advice outweighs that of KOLs
PRODUCT USAGE
Females use 6.7 product types while males use 1.7 types on average
Figure 31: Product usage, by gender, April 2017
Females aged 30-39 use fewer products
Figure 32: Product usage, female, by age, April 2017
Females opt for more types of skincare products as well as devices than in 2016
Figure 33: Product usage, female, 2017 vs 2016
Males have not stepped further beyond cleaning vs 2016
Figure 34: Product usage, male, 2017 vs 2016
COUNTRY OF BRAND USED MOST OFTEN
Chinese brands exceed Korean brands
Figure 35: Country of brand used most often, female, 2017 vs 2016
Particularly males are big fans of Chinese brands
Figure 36: Country of brand used most often, by gender, April 2017
Females’ favour of Korean brands does not fade with increasing income levels like that of Chinese brands
Figure 37: Country of brand used most often, by gender and monthly personal income, April 2017
PRICE TIER
Nearly 40% of female users claim to use prestige facial/eye essences
Figure 38: Price tier, female, April 2017
Females in their 30s are more willing to invest in facial skincare than other people
Figure 39: Price tier, female, by age, April 2017
USAGE HABIT
About a fifth of consumers concerned more about emerging skincare condition
Figure 40: Usage habit, female, by monthly personal income, April 2017
More trend followers in 25-29s
Figure 41: Usage habit, female, by age, April 2017
Well-known brands are more appealing but loyalty is a challenge
Figure 42: Usage habit, female, by age, April 2017
Attitudes of niche brand fans
Figure 43: Usage habit, by brand preference, April 2017
FEATURES OF AN EFFECTIVE PRODUCT
Hydrating sensation dials up efficacy perception
Figure 44: Features of an effective product, April 2017
Figure 45: Selected consumer verbatim, April 2017
Fresh feeling is especially important for men
Figure 46: Top features of an effective product, by gender, April 2017
INFLUENCER
Males: doctors/dermatologists after friends
Figure 47: Influencer, by gender, April 2017
Women in early twenties more influenced by blogebrities than other groups
Figure 48: Influencer, female, by age, April 2017
Affluent women: confident to make their own call
Figure 49: Influencer, female, by monthly personal income, April 2017
Who influences bestsellers pursuers?
Figure 50: Influencer, consumers who prefer using bestsellers vs consumers who prefer using the product suitable for my skin condition (as benchmark), April 2017
MEET THE MINTROPOLITANS
Suncare is a more essential product for MinTs
Figure 51: Product usage, by consumer classification, April 2017
Chinese brands winning MinTs as well
Figure 52: Country of brand used most often, by consumer classification, April 2017
APPENDIX – MARKET SIZE AND FORECAST
Figure 53: Total value sales of facial skincare market, China, 2012-22
APPENDIX – WORD CLOUD IN MANDARIN
Figure 54: Features of an effective product, word cloud in Mandarin, April 2017
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.