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Colour Cosmetics - China - August 2015

High frequency of usage proves that once consumers adopt colour cosmetics products, many of them will develop a routine to wear them on a daily basis, meaning that opportunities for increasing frequency of usage amongst these users could be limited. Sales growth can be achieved by product extension, category extension or premiumisation of existing products.”

– Wenwen Chen, Senior Research Analyst

This report discusses the following key topics:

  • Penetration and premiumisation remain vital to unlock future growth
  • Rediscover real beauty against the “new beauty” standard
  • Integrated media planning
  • The Advocators, the Worriers and the Sceptics
To most colour cosmetics users, brightening their skin tone is essential. Mintel has found that the brightening/illuminating claim is more dominant across major Asian markets such as Japan, China and South Korea than western markets like the US or France. This means that brands planning innovations for Asian consumers must remember their first beauty rule: a brightened and flawless complexion.
 
Colour cosmetics products combined with brightening/illuminating and sun screening ingredients will continue their growth in China. Most women believe that society pays too much attention to looks while at the same time they believe that double eyeliner is more attractive than single eyeliner and some agree that a small V-shaped face is the most beautiful face shape.
 
Looking forward, perhaps it is time for colour cosmetics brands to bond with consumers by rediscovering the value of true beauty. Brands should encourage them to be proud of their natural look and using colour cosmetics to challenge ‘standardised’ beauty.
 

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Table of contents

  1. Introduction

      • Definition
        • Definition of Mintropolitans
          • Methodology
            • Limitations
              • Abbreviations
              • Executive Summary

                  • Multi-purpose colour cosmetics will support future growth
                    • Figure 1: Best- and worst-case forecast of China retail value sales of colour cosmetics, 2010-20
                  • Western groups are slowing down while South Korean and domestic brands are booming
                    • Figure 2: Company market share in colour cosmetics, by value, 2014
                  • Brightening and illuminating are the foundation for Asian beauty
                    • Figure 3: New colour cosmetics products launched between January 2014 -January 2015 in China, South Korean, japan, France and US
                  • Nearly half of consumers wear colour cosmetics everyday
                    • Figure 4: Consumer colour cosmetics usage, March 2015
                  • Makeup routine has no regional boundary
                    • Most consumers spend RMB 100-300 for one single cosmetic product unit
                      • Spend on facial skincare still bigger than colour cosmetics
                        • A bright glow remains the top priority for beauty routine
                          • Figure 5: Motivation for using colour cosmetics, March 2015
                        • Tailor a look for you
                          • Figure 6: Repertoire of motivation for using colour cosmetics, March 2015
                        • Fashion magazines’ beauty editors are in charge
                          • Figure 7: Media used to learn makeup skills, March 2015
                        • Integrated media planning
                          • Figure 8: Repertoire of media used to learn colour cosmetics skills, March 2015
                        • The new beauty standard
                          • Figure 9: Understanding of beauty, March 2015
                        • What we think
                        • Issues and Insights

                            • Penetration and premiumisation remain vital to unlock future growth
                              • The facts
                                • The implications
                                  • Rediscover real beauty against the “new beauty” standard
                                    • The facts
                                      • The implications
                                        • Integrated media planning
                                          • The facts
                                            • The implications
                                              • The Advocators, the Worriers and the Sceptics
                                                • The facts
                                                  • The implications
                                                  • Market Size and Forecast

                                                    • Market drivers
                                                      • Volume growth slowdown for many FMCG brands
                                                        • Online shopping continues to boom in China
                                                          • Import tariffs change
                                                            • Market size and forecast
                                                              • Value growth remains strong
                                                                • Figure 10: China colour cosmetic market, value sales, 2010-14
                                                              • Multi-purpose colour cosmetics will support future growth
                                                                • Figure 11: Best-and worst-case forecast of china retail value sales of colour cosmetics, 2010-20
                                                              • Forecast methodology
                                                              • Market Share

                                                                • Key points
                                                                  • Western groups are slowing down while South Korean and domestic brands are booming
                                                                    • Figure 12: Company market share in colour cosmetics, by value, 2012-14
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Claim trends overview
                                                                      • Hero products need to be long-lasting
                                                                        • Figure 13: Top claims of new product launched of colour cosmetics products between January 2014 and January 2015 globally
                                                                      • Examples of new long-lasting heroes
                                                                        • Figure 14: Laneige Satin Cover Jelly Pact SPF 35 PA++, Q2 2015
                                                                        • Figure 15: Benefit Roller Lash, Q1 2015
                                                                        • Figure 16: Benefit They're Real! Push-Up Liner, Q4 2015
                                                                      • Hero products need fit with multi-tasking lifestyle
                                                                        • Examples of multi-tasking heroes
                                                                          • Figure 17: Watsons Collagen Adorable Duo Mascara, Q1 2015
                                                                          • Figure 18: L'Oréal Infaillible Vernis à Ongles (Duo Nail Polish), Q1 2015
                                                                          • Figure 19: Smashbox L.A. Lights Blendable Lip & Cheek Color, Q2 2015
                                                                          • Figure 20: The Urban Decay Ultimate Ozone Multipurpose Primer Pencil, Q2 2015
                                                                          • Figure 21: The Bobbi Brown Hot Collection, art stick pencil, Q2 105
                                                                          • Figure 22: Clinique Beyond Perfecting Foundation + Concealer, Q1 2015
                                                                        • Claim trends comparison over major markets
                                                                          • Brightening and illuminating are the foundation for Asian beauty
                                                                            • Figure 23: New colour cosmetics products launched between January 2014 and January 2015 in China, South Korea, Japan, France and the US
                                                                          • Cushion technology goes global
                                                                            • Figure 24: Miracle Cushion Liquid Cushion Compact, Q2 2015
                                                                          • South Korea continues cushion technology extension
                                                                            • Figure 25: Lirikos Marine Collagen Cushion SPF 50+/PA+++, Q2 2015
                                                                            • Figure 26: Clio Kill Cover Liquid Founwear Cushion SPF 50+/PA+++, Q1 2015
                                                                            • Figure 27: Banila V-V Cushion SPF 50+ PA+++, Q1 2015
                                                                            • Figure 28: Jeju:en Snail B.B Cushion, Q2 2015
                                                                            • Figure 29: left to right: Etude House Proof 10 Cushion Lock'n Liner, Cushion Blusher, Q2 2014
                                                                          • Champion the One-for-all foundation in Japan
                                                                            • Figure 30: Dr.Ci:Labo Perfect-Gel Foundation, Q2 2015
                                                                            • Figure 31: DHC BB Germanium Dual Powdery Foundation GE SPF 45 PA+++, Q2 2015
                                                                            • Figure 32: &magic CC Cream Base & Cover, Q1 2015
                                                                          • Creating new visual effects for Asian consumers
                                                                            • Figure 33: Genomer 3D Perfect Foundation SPF 35/PA+++, Q1 2015
                                                                            • Figure 34: Genomer 3D Compact Foundation, Q1 2015
                                                                            • Figure 35: Son&Park Skin Flash Foundation SPF 30/PA++, Q1 2015
                                                                          • The 3D polymeric gel in lip gloss
                                                                            • Figure 36: Yves Saint Laurent Rouge Pur Couture Glossy Stain, Q3 2014
                                                                            • Figure 37: The Hera Sirius collection, Q4 2014
                                                                            • Figure 38: Hera by Olympia Le-Tan, Q1 2015
                                                                          • The baking technique in highlighter
                                                                            • Figure 39: Laneige Brush Highlighter, Q2 2015
                                                                            • Figure 40: Hera Face Designing Highlighter, Q2 2015
                                                                            • Figure 41: Vidivici Sevilla Pink collection Perfect Blending Highlighter, Q2 2015
                                                                          • The HD facial powder
                                                                            • Figure 42: Chanel loose powder foundation SPF 15, Q1 2015
                                                                            • Figure 43: Rose de Rose Trio Powder Blush Enlightening All-Over, Q3 2014
                                                                            • Figure 44: Givenchy Powder Me Light Again! Brightening Loose Powder SPF15 PA++, Q2 2014
                                                                          • “Magic” tools
                                                                            • The original beautyblender sponge
                                                                              • Figure 45: The beautyblender sponge, Q2 2014
                                                                            • The LED sensor mirror
                                                                              • Figure 46: Simplehuman sensor mirror
                                                                            • The eyebrow manicure
                                                                              • Figure 47: Shu Uemura Eyebrow Manicure, Q2 2015
                                                                              • Figure 48: Shu Uemura Brow, Q2 2015
                                                                            • The all-in-one kit
                                                                              • Figure 49: Kit Sourcils "Pro" Perfect Eyes & Brows Palette
                                                                            • The skin test app
                                                                            • Companies and Brands

                                                                              • L’Oréal
                                                                                • L’Oréal in China
                                                                                  • Recent marketing activities
                                                                                    • Major launches
                                                                                      • Lancôme
                                                                                        • Figure 50: Lancôme Miracle Cushion Liquid Cushion Compact SPF 23/PA+, Q1 2015
                                                                                        • Figure 51: Lancôme Grandiôse Smudgeproof Mascara, Q2 2014
                                                                                      • Giorgio Armani
                                                                                        • Figure 52: Giorgio Armani Eye Tint, Q1 2015
                                                                                      • YSL Beauté
                                                                                        • Figure 53: YSL Beauté Couture Palette (Heartbeats Edition), Q1 2015
                                                                                        • Figure 54: Volupté Shine lip gloss range, Q1 2015
                                                                                        • Figure 55: Touche Éclat Radiant Touch Rock Lane edition, Q1 2015
                                                                                      • Shu Uemura
                                                                                        • Figure 56: Shu Uemura Eyebrow Manicure, Q1 2015
                                                                                      • Maybelline
                                                                                        • Figure 57: Maybelline Master Skinny Gel eyeliner, Q1 2015
                                                                                      • Shiseido
                                                                                        • Shiseido in China
                                                                                          • Recent campaign
                                                                                            • Major launches
                                                                                              • ZA
                                                                                                • Figure 58: ZA Vibrant Moist Lipstick for Spring 2015, Q1 2015
                                                                                              • MAQuillAGE
                                                                                                • Figure 59: MAQuillAGE Beauty Keep Base UV
                                                                                              • SHISEIDO
                                                                                                • Figure 60: Shiseido Lacquer Gloss, Q1 2015
                                                                                                • Figure 61: Shiseido Smart Shield Protecteur Parfait, SS cream, Q3 2014
                                                                                                • Figure 62: Aupres Luminous Colour Cosmetics Palette, Q2 2015
                                                                                                • Figure 63: Clé de Peau Beauté perfect lash mascara Q1 2015
                                                                                              • Estée Lauder
                                                                                                • Estée Lauder in China
                                                                                                  • Recent campaign
                                                                                                    • Major launches
                                                                                                      • Clinique
                                                                                                        • Figure 64: Clinique A Different Nail Enamel for Sensitive Skins, Q2 2015
                                                                                                        • Figure 65: Clinique Chubby Stick Sculpting Highlight, Q1 2015
                                                                                                      • M.A.C
                                                                                                        • Figure 66: M.A.C Wash & Dry range, Q2 2015
                                                                                                      • Bobbi Brown
                                                                                                        • Figure 67: Bobbi Brown CC Cream SPF 35/PA+++, Q1 2015
                                                                                                        • Figure 68: Bobbi Brown art stick pencil, 2015 Q1
                                                                                                      • Estée Lauder
                                                                                                        • Figure 69: Estée Lauder Re-Nutriv collection colour cosmetics SPF 15 pa +++, Q1 2015
                                                                                                        • Figure 70: Estée Lauder Pure Color Envy Sculpting Lipstick, Q1 2015
                                                                                                    • The Consumer – Profiles

                                                                                                      • Key points
                                                                                                        • Colour cosmetics innovations for women with glasses or contact lenses
                                                                                                          • Figure 71: Glasses/contact lens profile, March 2015
                                                                                                        • Opportunities to market to young students who wear glasses
                                                                                                          • Figure 72: Consumer hair problem, by demographics, January 2015
                                                                                                          • Figure 73: Meganecco Volume Mascara, Q3 2013
                                                                                                      • The Consumer – Colour Cosmetics Usage Behaviour

                                                                                                        • Key points
                                                                                                          • Nearly half of consumers wear colour cosmetics everyday
                                                                                                            • Figure 74: Consumer colour cosmetics usage, March 2015
                                                                                                            • Figure 75: The Estée Lauder Re-Nutriv colour cosmetics base, Q1 2015
                                                                                                            • Figure 76: Clarins Garden Escape Spring Collection, Q1 2015
                                                                                                            • Figure 77: Yves Saint Laurent Volupté Tint-In-Oil Nourishing Lip, Q1 2015
                                                                                                          • Colour cosmetics routine has no regional boundaries
                                                                                                            • Figure 78: Consumer colour cosmetics usage, by demographics, March 2015
                                                                                                          • Flawless complexion remains the key of colour cosmetics routine
                                                                                                            • Figure 79: Consumer colour cosmetics frequency, March 2015
                                                                                                            • Figure 80: La Roche-Posay Effaclar BB blur, Q2 2015
                                                                                                          • High income earners wear colour cosmetics more frequently
                                                                                                            • Figure 81: Consumer colour cosmetics frequency, by demographics, March 2015
                                                                                                            • Figure 82: Consumer colour cosmetics frequency, by demographics, March 2015
                                                                                                            • Figure 83: SK-II’s Auractivator CC Cream, Q1 2015
                                                                                                        • The Consumer – Colour Cosmetics Spending Behaviour

                                                                                                          • Key points
                                                                                                            • Most consumers spend RMB 100-300 for single cosmetic product
                                                                                                              • Figure 84: Consumer colour cosmetics spending, March 2015
                                                                                                            • Facial skincare spend is still bigger than colour cosmetics
                                                                                                              • Figure 85: Spending on facial skincare products, by demographics, March 2015
                                                                                                            • Expanding to lower tier cities
                                                                                                            • The Consumer – Motivation for Using Colour Cosmetics

                                                                                                              • Key points
                                                                                                                • A bright glow remains the top priority for beauty routine
                                                                                                                  • Figure 86: Motivation for using colour cosmetics, March 2015
                                                                                                                  • Figure 87: SK-II Cellumination Aura Essence Kit, Q1 2015
                                                                                                                  • Figure 88: Yves Saint Laurent Forever Light CC Creme Colour Corrector SPF 35/PA++++
                                                                                                                • The bigger eye effect
                                                                                                                    • Figure 89: Lancôme Génifique Advanced Youth Activating Concentrate, Q2 2014
                                                                                                                    • Figure 90: Maybelline Big Eyes Love Bag liner, Q1 2015
                                                                                                                  • The era of the smaller face
                                                                                                                    • Opportunities in smaller cities
                                                                                                                        • Figure 91: Motivation for using colour cosmetics, by demographics, March 2015
                                                                                                                      • Tailor a look for you
                                                                                                                        • Figure 92: Repertoire of motivation for using colour cosmetics, March 2015
                                                                                                                    • The Consumer – Consumer Media Usage Behaviour

                                                                                                                      • Key points
                                                                                                                        • Fashion magazines’ beauty editors are in charge
                                                                                                                          • Figure 93: Media used to learn makeup skills, March 2015
                                                                                                                        • Sponsoring TV programme
                                                                                                                          • The era of vloggers
                                                                                                                            • Encouraging to share
                                                                                                                              • Playing with heritage
                                                                                                                                  • Figure 94: Pechoin Hydrating Double-Showing Brightening Mask, Q2 2105
                                                                                                                                • Integrated media planning
                                                                                                                                  • Figure 95: Repertoire of media used to learn colour cosmetics skill, March 2015
                                                                                                                                • Target different age groups with their preferred media
                                                                                                                                  • Figure 96: Media to learn colour cosmetics skill, by demographics, March 2015
                                                                                                                              • The Consumer – Consumer Attitudes towards Beauty and Colour Cosmetics

                                                                                                                                • Key points
                                                                                                                                  • Factor test
                                                                                                                                    • Figure 97: Understanding of beauty, March 2015
                                                                                                                                  • The rise of micro cosmetic surgery
                                                                                                                                    • A westernised look is the new beauty standard
                                                                                                                                        • Figure 98: Liu Wen was also the first Asian model hired as a face of Estée Lauder
                                                                                                                                      • Rediscover real beauty against the beauty index rush
                                                                                                                                        • Recognise the heterogeneity between colour cosmetics wearers
                                                                                                                                          • Figure 99: Understanding of beauty, March 2015
                                                                                                                                        • The Advocators (38%)
                                                                                                                                          • Who are they?
                                                                                                                                              • Figure 100: Target groups, by demographics, March 2015
                                                                                                                                            • Implications
                                                                                                                                                • Figure 101: Stila Countless Colour Pigments remind consumers of Monet’s Water Lilies
                                                                                                                                              • The Worriers (30%)
                                                                                                                                                • Who are they?
                                                                                                                                                    • Figure 102: Target groups, by demographics, March 2015
                                                                                                                                                  • Implications
                                                                                                                                                    • The Sceptics (32%)
                                                                                                                                                      • Who are they?
                                                                                                                                                          • Figure 103: Target groups, by demographics, March 2015
                                                                                                                                                        • Implications

                                                                                                                                                        Companies Covered

                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                        Colour Cosmetics - China - August 2015

                                                                                                                                                        £3,273.18 (Excl.Tax)