Women's Beauty and Grooming Routines - China - August 2018

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of retail value of facial skincare market, China, 2013-23
Companies and brands
Figure 2: Market share of top 10 facial skincare companies, China, 2016 and 2017
The consumer
Facial skincare is the top spending priority
Figure 3: Changes in spending over the last six months, by category, June 2018
Opportunities for seasonal skincare
Figure 4: Facial skincare usage habit, June 2018
Morning usage of serum is catching up
Figure 5: Facial skincare products used in the last six months, June 2018
Pores and complexion are consumers’ current focus
Figure 6: Skin conditions that drive consumers to change or upgrade facial skincare products, June 2018
Sunscreen and colour cosmetics are on-the-go beauty essentials
Figure 7: Products used when going out in the last six months, June 2018
Sleep is crucial to skincare
Figure 8: Attitude towards beauty and grooming, June 2018
What we think
ISSUES AND INSIGHTS
It’s time for more segmented skincare products
The facts
The implications
Figure 9: SkinCeuticals night serum and day serum, China, 2017
Figure 10: Vprove Rhodiola Power Cream, South Korea, 2018
Skincare is not just about physical appearance but also a part of total wellbeing
The facts
The implications
Figure 11: W=Hb² Power Duo Face Serum, UK, 2018
Figure 12: REMIX Spirit Cleanse Face Wash, US, 2017
How to expand on-the-go beauty
The facts
The implications
Figure 13: Examples of haircare swab and sheets, South Korea and US, 2017
Figure 14: qii oral care tea drinks, Canada, 2018
THE MARKET – WHAT YOU NEED TO KNOW
Sustainable growth in value
MARKET SIZE AND FORECAST
Seeing a modest pickup in growth
Figure 15: Retail value and annual growth of facial skincare market, China, 2014-18 (est)
Figure 16: Best- and worst-case forecast of retail value of facial skincare market, China, 2013-23
MARKET FACTORS
Tariff cut continuously benefits domestic sales
Social media serves as a powerful channel for product information and marketing messages
Beauty service may become a spending priority
KEY PLAYERS – WHAT YOU NEED TO KNOW
Local companies are gaining market share
The way aging is discussed is being changed
MARKET SHARE
Domestic brands are rising
Figure 17: Market share of top 10 facial skincare companies, China, 2016 and 2017
Figure 18: Example of Pechoin x Zhong Hua limited-edition products, China, 2017
The comeback story
Figure 19: Examples of Olay Golden Aura range and Magnemasks Infusion range, China, 2018
COMPETITIVE STRATEGIES
Overview of strategies by origin country
Change the conversation on ageism
Figure 20: Olay ‘fearless of age’ campaign, China, 2018
Figure 21: Lancôme Advanced Génifique Youth Activating Concentrate, Global, 2017
Figure 22: September cover of Allure magazine, August 2017
K-beauty brands to expand the influence of multi-brand beauty stores
Figure 23: Nature Collection brands, China, 2018
Introduce the source of natural ingredients
Figure 24: Example of Pechoin 30 Degrees North Latitude documentary, China, 2018
Figure 25: Example of Yoshido x Cai Xukun livestreaming in Finland, China, 2018
WHO’S INNOVATING?
Decline in genuine new facial skincare product launches
Figure 26: New launches of facial skincare*, by launch type, China, 2016-June 2018
Figure 27: New launches of facial skincare, by sub-category, China, 2016-June 2018
Figure 28: New tinted lip care launches, China, 2018
Sea ingredients continue to build on momentum
Figure 29: New facial skincare launches with ocean ingredients, China, 2017-18
Probiotic/fermented skincare gets noticed
Figure 30: New facial skincare launches featuring probiotics or prebiotics, South Korea and France, 2017
Figure 31: New facial skincare launches featuring kombucha ingredient, UK and China, 2017-18
Protect the digital natives
Figure 32: New facial skincare launches with blue light protection, South Korea and UK, 2017-18
Innovative applicators for synergy
Figure 33: Examples of skincare products with innovative applicators, South Korea, 2018
Stick is the new star format
Figure 34: New facial skincare launches in stick format, South Korea and US, 2017-18
Listen and respond to consumers
Figure 35: Examples of Glossier’s products, US, 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Facial skincare is still the biggest spending focus
Two thirds varied facial skincare products depending on the season
On average five types of facial skincare products used in the evening
Enlarged pores are worth upgrading facial skincare products
Suncare products and colour cosmetics are mostly used on-the-go
Sleeping is a crucial part of skincare
SATISFACTION WITH APPEARANCE
Increasingly confident Chinese women
Figure 36: Satisfaction with appearance, China, 2016 vs 2018
CHANGES IN SPENDING
When to scrimp, when to splurge
Figure 37: Changes in spending over the last six months, by category, June 2018
The confident continue to invest
Figure 38: Changes in spending over the last six months – spent more, by satisfaction with appearance and category, June 2018
Colour cosmetics: a growing spending focus
Figure 39: Changes in spending over the last six months – spent more on select categories, by category, 2017 vs 2018
Hair: caring it instead of styling it
Figure 40: Changes in spending over the last six months – select categories, by category, June 2018
Different priorities at different ages
Figure 41: Changes in spending over the last six months – spent more, by age and category, June 2018
FACIAL SKINCARE USAGE HABIT
Not an emotional decision yet
Figure 42: Facial skincare usage habit, June 2018
Young women monitor their skin conditions…
Figure 43: Facial skincare usage habit, by age, June 2018
Figure 44: Example of Bobbi Brown Skin Remedies range, global, 2017
…while older women vary products used depending on schedule
DAILY FACIAL SKINCARE ROUTINES
Busier evening routine
Figure 45: Number of types of facial skincare products used in the morning and in the evening, June 2018
Figure 46: Facial skincare products used in the last six months, June 2018
Morning facial treatments for older women
Figure 47: Eye cream/essence used in the last six months, by age, June 2018
DRIVERS TO CHANGE FACIAL SKINCARE PRODUCTS
Change for minor skin problems
Figure 48: Skin conditions that drive consumers to change or upgrade facial skincare products, June 2018
Pore issues are young skin’s priority; older women focus on visual markers
Figure 49: Skin conditions that drive consumers to change or upgrade facial skincare products, by age, June 2018
Eye skin problems drive high earners
Figure 50: Skin conditions that drive consumers to change or upgrade facial skincare products, by monthly personal income, June 2018
ON-THE-GO BEAUTY ROUTINES
Sunscreen and colour cosmetics are on-the-go beauty essentials
Figure 51: Products used when going out in the last six months, June 2018
Soothing becomes a more important need for high earners
Figure 52: Products used when going out in the last six months – select items, by monthly personal income, June 2018
ATTITUDE TOWARDS BEAUTY AND GROOMING
Sleeping beauty
Figure 53: Attitude towards beauty and grooming, June 2018
Figure 54: Dermalogica Sound Sleep Cocoon, UK, 2018
Communicate emotional benefits with 25-39-year-olds
Figure 55: Attitude towards beauty and grooming – select statements, by age, June 2018
Four groups of beauty consumers
Figure 56: Consumer segmentation based on their attitude towards beauty and grooming, June 2018
Figure 57: Attitude toward beauty and grooming – strongly agree, by consumer segmentation, June 2018
MEET THE MINTROPOLITANS
Are Mintropolitans more confident with their appearance?
Figure 58: Satisfaction about appearance, by consumer classification, June 2018
Figure 59: Satisfaction about appearance – very satisfied, by age and consumer classification, June 2018
Willing to pay for services and not just about face
Figure 60: Changes in spending over the last six months – spent more, gaps between MinTs and Non-MinTs, by category, June 2018
Adopt more but not all on-the-go beauty products
Figure 61: Products used when going out in the last six months, by consumer classification, June 2018
APPENDIX – MARKET SIZE AND FORECAST
Figure 62: Retail value of facial skincare market, China, 2013-23
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations