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Colour Cosmetics - China - July 2016

“China’s colour cosmetics market is still an emerging market where most users’ routines are not fixed. Daily make-up wearers’ numbers have declined compared to 2015. Therefore, converting non-make-up wearers or irregular make-up wearers into regular make-up wearers is more important than up-trading regular users.”

Wenwen Chen, Senior Beauty and Personal care Analyst

This report looks at the following areas:

  • Maximising reach and awareness
  • Innovation on customised products fit for different skin tones
  • Cluttered media landscape requires more creativity and honesty

This Report explores Chinese women’s make-up routine; changes in make-up routine; general usage habits of face, eye and lip categories; their buying attitudes; buying motivations in different categories; and their attitudes towards different ways of communication.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Colour cosmetics included in the consumer survey
          • Colour cosmetics included in market sizing
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of total colour cosmetics sales in China, 2011-21
              • Companies and brands
                • The consumer
                  • Majority have worn make-up
                    • Figure 2: Frequency of wearing make-up in last six months, January 2016
                  • BB cream is a daily essential
                    • Figure 3: Product usage for different occasions, January 2016
                  • Whitening is out
                    • Figure 4: General usage habits of complexion products, January 2016
                  • Accentuate the Negative
                    • Figure 5: Attitudes towards buying cosmetics, January 2016
                  • Cluttered media landscape requires more creativity and flexibility
                    • Figure 6: Attitudes towards different types of brand communication, January 2016
                  • What we think
                  • Issues and Insights

                    • Maximising reach and awareness
                      • The facts
                        • The implications
                          • Innovation on customised products fit for different skin tones
                            • The facts
                              • The implications
                                • Cluttered media landscape requires more creativity and honesty
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Social and media networks have become increasingly important to beauty brands
                                        • Value growth remains strong
                                          • Lipstick is leading the growth
                                            • AmorePacific is the biggest winner since 2013
                                            • Market Drivers

                                              • Social and media networks have become increasingly important to beauty brands
                                                • Celebrity power goes on
                                                • Market Size and Forecast

                                                  • Value growth remains strong
                                                    • Figure 7: China colour cosmetics market, value sales, 2010-16
                                                  • The lipstick segment saw strong growth
                                                    • Figure 8: China colour cosmetics market, by segment share, 2013-15
                                                  • Robust growth
                                                    • Figure 9: Best- and worst-case forecast of total colour cosmetics sales in China, 2011-21
                                                • Companies and Brands

                                                  • L’Oréal
                                                    • Figure 10: Maybelline Super BB Cushion in collaboration with Kris Wu, Q2 2016
                                                  • LVMH
                                                    • Figure 11: Benefit Puff Off! Instant Eye Gel, Q1 2015
                                                  • Carslan
                                                    • Figure 12: glamourous bb+ cushion by Carslan, Q1 2016
                                                  • AmorePacific
                                                    • Figure 13: Laneige’s Two Tone Lip Bar, Q1 2016
                                                • Market Share

                                                  • AmorePacific is the biggest winner since 2013
                                                    • Figure 14: Market share of colour cosmetics, by value, 2013-15
                                                • Who’s Innovating?

                                                  • New technology is transforming the way we do make-up
                                                    • Airbrush for perfectionists
                                                      • Figure 15: Temptu airbrush device, Q2 2015
                                                    • COLOR ME
                                                      • MODA to print your face
                                                        • Figure 16: Digital make-up machine MODA by FOREO, Q3 2015
                                                      • Adorn 3D make-up printing pen
                                                        • Figure 17: Adorn 3D make-up printing pen, Q1 2016
                                                      • Cushion boom extend
                                                        • Figure 18: Bobbi Brown Skin Foundation Cushion Compact SPF 50/PA+++, Q2 2016 and L'Oréal True Match Lumi Cushion Buildable Luminous Foundation, Q1 2016
                                                        • Figure 19: Lancôme Juicy Shaker Pigment Infused Bi-Phase Lip Oil, Q2 2016
                                                        • Figure 20: Lancôme Cushion Blush Subtil, Q2 2016
                                                        • Figure 21: Etude House Big Cover Concealer Cushion SPF 30 PA++, Q2 2016
                                                        • Figure 22: Missha Line Friends Edition Dual Blending Cushion Shadow, Q1 2016
                                                      • New time-saving application
                                                        • The world’s fastest manicure
                                                          • Figure 23: Nails Inc Paint Can, Q4 2015
                                                        • The Multiple Stick
                                                          • Figure 24: The multiple by NARS, Q2 2015
                                                        • Duo Flash
                                                          • Figure 25: Duo Flash Mascara & Eyebrow, Q2 2016
                                                          • Figure 26: Yves Rocher Néo-Smoky Mascara, Q1 2016
                                                        • Double Wear Makeup To Go
                                                          • Figure 27: Double Wear Makeup To Go, Q1 2016
                                                        • Be bold
                                                          • Finger Lickin’ Good
                                                            • Figure 28: KFC edible nail polishes, Q1 2016 
                                                          • Pantone watercolours eye palette
                                                            • Figure 29: Sephora + Pantone Universe Modern Watercolours Eyes Palette, Q1 2016
                                                            • Figure 30: Colour of the Year Matte Lipstick, Q1 2016
                                                          • Lipstick Queen – An unconventional approach of colour hues
                                                            • Figure 31: Lipstick queen, Frog Prince and Hello Sailor, Q1 2015
                                                            • Figure 32: Lipstick Queen Frog Prince Cream Blush, Q1 2016
                                                        • The Consumer – What You Need to Know

                                                          • Just over half are positive about their look
                                                            • Majority have worn make-up
                                                              • BB cream is a daily essential
                                                                • Whitening is out, calling for more customised products to flatter a natural skin tone
                                                                  • Accentuate the negative
                                                                    • Raising brand awareness is still the number one task for marketers
                                                                    • Satisfaction with their Looks

                                                                      • Are Chinese women confident about their appearance?
                                                                        • Figure 33: Satisfaction with their looks, January 2016
                                                                      • City differences
                                                                        • Frequent make-up and product usage can positively influence their confidence with their looks
                                                                          • Figure 34: Satisfaction with their looks, by make-up frequency, January 2016
                                                                        • #No one is perfect
                                                                            • Figure 35: Satisfaction with their looks, by general attitude towards colour cosmetics, January 2016
                                                                        • Make-up Frequency

                                                                          • Majority have worn make-up
                                                                            • Figure 36: Frequency of wearing make-up in last six months, January 2016
                                                                          • Declining daily wearers suggests maximising awareness is reaching a standstill
                                                                            • Figure 37: Frequency of wearing make-up in last six months, March 2015
                                                                          • From Xi’an to Chengdu, make-up habits vary greatly across China
                                                                            • Figure 38: Make-up frequency, by city, March 2015
                                                                          • The irregular wearers need more coaching and tutorials
                                                                            • Figure 39: The comparison between everyday wearers and irregular users, January 2016
                                                                          • Mix-and-match offers for daily wearers
                                                                            • Figure 40: The comparison between everyday wearers and irregular wearers, January 2016
                                                                            • Figure 41: Oval brush by MAC, Q1 2015
                                                                            • Figure 42: Son & Park Skin Flash Foundation SPF 30/PA++
                                                                            • Figure 43: Maybelline Superstay 24 Makeup-Locking Setting Spray, Q1 2016
                                                                          • Daily wearers are more likely to switch brands
                                                                            • Figure 44: The comparison between everyday wearers and irregular wearers, January 2016
                                                                        • Product Usage

                                                                          • BB cream is a daily essential
                                                                            • Figure 45: Product usage for different occasions, January 2016
                                                                          • Lipstick rush
                                                                            • Figure 46: Laneige Two Tone Lip Bar, Q1 2016
                                                                          • Ready to be more dramatic
                                                                            • Figure 47: RMK w colour mascara ss, Q2 2015, Sephora Outrageous Pearls for the Tips of Lashes, Q2 2105 and Marc Jacobs Beauty Ultra-Glittering Mascara, Q2 2016
                                                                        • General Usage Habits

                                                                          • Whitening is out, calling for more customised products to flatter a natural skin tone
                                                                            • Figure 48: General usage habit of complexion products, January 2016
                                                                            • Figure 49: General usage habit, by age, January 2016
                                                                          • Lighter texture or better coverage?
                                                                            • Figure 50: Perricone MD Cosmeceuticals No Foundation Serum, Q2 2015
                                                                          • Users are becoming better informed
                                                                            • Eyebrow is more important than eyeliners
                                                                              • Figure 51: General usage habit of eye make-up products, January 2016
                                                                              • Figure 52: eSpoir Pro-definition Palette Eyeliner, Q1 2016
                                                                            • Anti-smudge coating
                                                                              • Figure 53: Clarins Double Fix' Mascara Waterproof Topcoat for Lashes, Eyebrow Groomer, Q2 2016
                                                                              • Figure 54: General usage habit, by age, January 2016
                                                                          • Buying Attitudes

                                                                            • Accentuate the negative
                                                                              • Figure 55: Attitudes towards buying cosmetics, January 2016
                                                                              • Figure 56: Attitudes towards buying cosmetics, by age, January 2016
                                                                            • Live broadcasting is the new way to drive sales
                                                                              • Investment in colour cosmetics is still weaker than facial skincare
                                                                                • Figure 57: Attitudes towards buying cosmetics, January 2016
                                                                            • Buying Motivations in Different Categories

                                                                                • Figure 58: Buying motivation towards different categories, January 2016
                                                                              • Raising brand awareness is still the number one task for marketers
                                                                                • Champion your foundation
                                                                                  • Eye make-up
                                                                                  • Attitudes towards Different Ways of Brand Communication

                                                                                    • Cluttered media landscape requires more creativity and honesty
                                                                                      • Figure 59: Attitudes towards different ways of brand communication, January 2016
                                                                                    • Express who you are
                                                                                        • Figure 60: Attitudes towards different ways of brand communication, by age, January 2016
                                                                                      • Social media’s role in shaping people’s concern of their look
                                                                                        • Figure 61: Attitudes towards different ways of brand communication, January 2016
                                                                                      • Celebrity endorsements still appeals to the majority
                                                                                        • Figure 62: Attitudes towards different ways of brand communication, January 2016
                                                                                    • Meet the Mintropolitans

                                                                                      • Why Mintropolitans?
                                                                                        • Who are they?
                                                                                          • Let’s empower the Mintropolitan women
                                                                                            • Figure 63: Satisfaction with their looks, by cluster, January 2016
                                                                                            • Figure 64: Frequency of wearing make-up in last six months, by cluster, January 2016
                                                                                            • Figure 65: Buying attitudes towards colour cosmetics products, by cluster, January 2016
                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                          • Methodology
                                                                                            • Market sizing definition
                                                                                              • Fan chart forecast
                                                                                                • Abbreviations

                                                                                                Companies Covered

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

                                                                                                Colour Cosmetics - China - July 2016

                                                                                                £3,273.18 (Excl.Tax)