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Colour Cosmetics - China - July 2017

“There is strong consensus that using make-up is a useful technique to boost confidence and at the same time to show respect for others. Particularly for middle-age women in their 30s and mums, being a charming individual with independence and maturity drives them to wear make-up every day. This is a powerful message that brands can use to encourage colour cosmetics usage.”
– Jessica Jin, Associate Director of Research

This report examines the following:

  • Opportunities in developing multi-use products for an everyday look
  • What brands should do in an influencer-led category?
  • The rise of domestic brands

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
          • Subgroup definitions (by Monthly Household Income)
            • Subgroup definitions (by Monthly Personal Income)
            • Executive Summary

                • The market
                  • Growth exceeding overall BPC
                    • Figure 1: Best- and worst-case forecast of total value sales of colour cosmetics market, China, 2012-22
                  • Lipsticks are leading the category growth
                    • Figure 2: Share of value sales of colour cosmetics market, by segment, China 2012-16
                  • Companies and brands
                    • Figure 3: Market share of top ten colour cosmetics companies, China, 2015-16
                  • The consumer
                    • Fewer 30-39-year-olds wear make-up, but wearers are frequent users
                      • Figure 4: Use of make-up, April 2017
                    • More than 20% of 20-29-year-olds have used every type
                      • Figure 5: Product usage, April 2017
                    • Lipstick works as the most essential product for all make-up looks
                      • Figure 6: Essential products, by attention to base/point make-up result, April 2017
                    • Chinese brands before Korean brands
                      • Figure 7: Brand preference, by product type, April 2017
                    • Natural style is on the top of mind
                      • Figure 8: Ideal make-up style, word cloud, April 2017
                    • As high as 45% of consumers will buy make-up without trial
                      • Figure 9: Purchase habit, April 2017
                    • Family/friends’ influence is still the most powerful
                      • Figure 10: Influencer in colour cosmetics purchase, April 2017
                    • As a way not only to boost confidence, but also to respect others
                      • Figure 11: Attitudes towards make-up, April 2017
                    • What we think
                    • Issues and Insights

                      • Opportunities in developing multi-use products for an everyday look
                        • The facts
                          • The implications
                            • Figure 12: Taxi with on-the-go beauty bar, Singapore, 2017
                          • What brands should do in an influencer-led category?
                            • The facts
                              • The implications
                                • The rise of domestic brands
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Enthusiastic about colour cosmetics continues
                                        • Potential to obtain more users and higher frequency
                                          • Lip make-up shows the biggest growth
                                          • Market Size and Forecast

                                            • Growing faster than BPC overall
                                              • Figure 13: total value sales of the colour cosmetics market and overall BPC, China, 2014-17 (est)
                                              • Figure 14: Best- and worst-case forecast of total value sales of colour cosmetics market, China, 2012-22
                                          • Market Drivers

                                            • Great attention to self-appearance
                                              • Preference for nude look drives use of base make-up every day
                                                • Figure 15: Illustration of Korean and American makeup, 2016
                                              • As a behaviour of respecting others
                                                • Photoshop/beauty app cannot replace wearing make-up
                                                  • A category pushed further by KOL
                                                  • Market Segmentation

                                                    • Lipsticks set as star performer in the past three years
                                                      • Figure 16: Annual value growth rate of colour cosmetics market, by segment, China, 2013-16
                                                  • Key Players – What You Need to Know

                                                    • Category growth mainly from masstige brands
                                                      • New marketing tools thrive
                                                        • Multi-use make-ups have potential to develop
                                                        • Market Share

                                                          • Masstige brands lead the growth
                                                            • Figure 17: Market share of top ten colour cosmetics companies, China, 2015-16
                                                          • Amore Pacific Group
                                                            • Figure 18: LANEIGE Beauty Mirror app, 2017
                                                          • Carslan Group
                                                            • Figure 19: Carslan brand speciality store, Guangzhou, China, 2016
                                                          • Marie Dalgar
                                                            • Figure 20: Product screen of Marie Dalgar in Sephora online store, China, 2017
                                                          • Potential competition from skincare brands
                                                            • Figure 21: Advertisement of SanSheng Blossom lipstick, China, 2017
                                                        • Competitive Strategies

                                                          • Pop-up stores to elevate brand experience
                                                            • Figure 22: Chanel Coco pop-up café, Shanghai, China, 2017
                                                            • Figure 23: Yves Saint Laurent pop-up yacht, Shanghai, China, 2017
                                                          • Emerging impact via live streaming
                                                            • Involve consumers in design
                                                              • Figure 24: Innisfree bespoke cushion puff, China
                                                              • Figure 25: IPhone screen of MATCHCo APP, 2016
                                                          • Who’s Innovating?

                                                            • China vs developed countries
                                                              • Figure 26: Key products in new colour cosmetics launches, by China, Japan, South Korea, US and UK, 2016
                                                            • Trends in the China market
                                                              • Figure 27: Key products in new colour cosmetics launches, China, 2015-16
                                                            • Base make-up: tone-up cream makes a hit
                                                              • Figure 28: Tone-up cream, South Korea and China, 2016-17
                                                            • Base make-up: essence cover pact makes its debut
                                                              • Figure 29: Age 20's essence cover pact VX, South Korea, 2017
                                                            • Base make-up: sponge innovation
                                                              • Figure 30: Marie Dalgar bouncy red ginseng essence beauty cream
                                                            • Point make-up: tattoo effect gets popular
                                                              • Figure 31: Giorgio Armani lip magnet liquid lipstick, China, 2016
                                                              • Figure 32: Clio professional kill brow tinted tattoo, South Korea, 2016
                                                            • Point make-up: cushion moving beyond BB/CC cream
                                                              • Figure 33: Tony Moly inked gel cushion eye liner, South Korea, 2016
                                                              • Figure 34: Dior gradient lip shadow duo powdery matte finish, UK, 2017
                                                            • Multi-use
                                                              • Figure 35: Multi-use of base make-up, South Korea, 2016
                                                              • Figure 36: Multi-use of point make-up, US and France, 2017
                                                            • Packaging: exquisite design
                                                              • Figure 37: Lancôme la rôse à poudrer iridescent blush highlighter, UK, 2017
                                                              • Figure 38: LADURÉE face and body powder, Japan, 2017
                                                            • Technology: helping consumers find the right colour
                                                              • Figure 39: No7 Match Made App, 2016
                                                          • The Consumer – What You Need to Know

                                                            • 30-39-years-olds have the highest usage frequency
                                                              • Mums wear make-up more than singles
                                                                • Product preferences have not changed much in the last two years
                                                                  • Lipstick is essential no matter what kind of make-up look
                                                                    • Chinese brands are most often used
                                                                      • Natural look gains popularity
                                                                        • Buying without trial is not rare, particularly for younger consumers
                                                                          • Influencers
                                                                          • Use of Make-up

                                                                            • Who is more likely to wear make-up?
                                                                              • Figure 40: Use of make-up, April 2017
                                                                            • Income is a less important factor
                                                                              • Figure 41: Use of make-up, by age and monthly personal income, April 2017
                                                                            • Consumers in their 30s more likely to wear make-up every day
                                                                              • Figure 42: Habit of using make-up, April 2017
                                                                            • Mums are more engaged in the category than others
                                                                              • Figure 43: Use of make-up and habit of using make-up, by marital status, April, 2017
                                                                          • Product Usage

                                                                            • Product preference remains almost the same
                                                                              • Figure 44: Top five used products, China, 2015-17
                                                                            • Lipstick/lip gloss and BB/CC cream have the largest base of audience
                                                                              • Figure 45: Product usage, April 2017
                                                                            • 55% of 20-29-year-olds have used over ten types of make-up
                                                                              • Figure 46: Repertoire of product usage, by age, April 2017
                                                                            • Concealer appeals to younger women…
                                                                              • Figure 47: Product usage, all and by age (benchmark against all), April 2017
                                                                            • … which can also be explained by their greater attention to base make-up
                                                                              • Figure 48: Attention to make-up result, April 2017
                                                                            • High earners show interest in niche products
                                                                              • Figure 49: Product usage, by monthly personal income, April 2017
                                                                          • Essential Products

                                                                            • Lipstick demonstrates its unshakable leading position
                                                                              • Figure 50: Essential products, April 2017
                                                                            • Because it is essential for either type of make-up result
                                                                              • Figure 51: Essential products, by attention to base/point make-up result, April 2017
                                                                            • Eye colour make-up is more expendable
                                                                              • Figure 52: Essential products vs P6M product usage, April 2017
                                                                            • High earners show less interest in multi-use than other people
                                                                              • Figure 53: Preference of make-up steps, by monthly personal income, April 2017
                                                                          • Brand Preference

                                                                            • Chinese brands enjoy similar level of consumer preference as South Korean brands
                                                                              • Figure 54: Brand preference, by product type, April 2017
                                                                            • Women in their 40s buy Chinese brands most
                                                                              • Figure 55: Preference for Chinese brands, by age, April 2017
                                                                          • Ideal Make-up Style

                                                                            • Natural style most wanted
                                                                              • Figure 56: Ideal make-up style, April 2017
                                                                            • Graceful and exquisite styles appeal to mature women and mums
                                                                              • Figure 57: Ideal make-up style, by age and family status, April 2017
                                                                            • Young women pursue a fresh look
                                                                              • Figure 58: Top ideal make-up style, by age, April 2017
                                                                            • Nude look is more appealing to 20s
                                                                              • Figure 59: Preference of make-up style, April 2017
                                                                          • Usage Habit

                                                                            • 45% will buy without trying on the product
                                                                              • Figure 60: Purchase habit, April 2017
                                                                            • Beauty ‘blogebrities’ cover the role of product trial
                                                                              • Figure 61: Influencer, by buyer with and without trial before purchase, April 2017
                                                                            • More high earners have the habit of re-application
                                                                              • Figure 62: Habit of re-applying make-up, by monthly personal income, April 2017
                                                                            • Eyelash extension not reducing the usage of mascara
                                                                              • Figure 63: Product usage, by usage of eyelash extensions, April 2017
                                                                          • Influencer

                                                                            • Friends’ advice outweighs that of blogebrities and celebrities
                                                                              • Figure 64: Influencer, April 2017
                                                                            • High earners more influenced by celebrities
                                                                              • Figure 65: Influencer, by low and high monthly personal income (low earner as benchmark), April 2017
                                                                            • Listen to fitness celebrities about make-up during exercise?
                                                                              • Figure 66: Influencer, by wear make-up or not when doing exercise, April 2017
                                                                          • Attitudes towards Make-up

                                                                            • Photoshop isn’t a real threat
                                                                              • Figure 67: Attitudes towards make-up, April 2017
                                                                            • Mums need more recognition than singles
                                                                              • Figure 68: Agreement with selected attitudes towards make-up, by family status, April 2017
                                                                          • Meet the Mintropolitans

                                                                            • Mintropolitans tend to be regular users and prefer a delicate look
                                                                              • Figure 69: Habit preference of using make-up, by consumer segmentation, April 2017
                                                                            • Yet they value the effect of PS
                                                                              • Figure 70: Agreement with the attitudes towards make-up, by consumer segmentation (Non-Mintropolitans as benchmark), April 2017
                                                                            • Mintropolitans trust blogebrity even more than Non-MinTs
                                                                              • Figure 71: Influencer, by consumer segmentation (Non-Mintropolitans as benchmark), April 2017
                                                                          • Appendix – Market Size and Forecast

                                                                              • Figure 72: total value sales of colour cosmetics market, China, 2012-22
                                                                          • Appendix – Segmentation

                                                                              • Figure 73: Value sales of colour cosmetics market, by segment, China, 2012-16
                                                                              • Figure 74: Value share of colour cosmetics market, by segment, China, 2012-16
                                                                              • Figure 75: Annual value growth rate of colour cosmetics market, by segment, China, 2012-16
                                                                          • Appendix – Word Cloud in Mandarin

                                                                              • Figure 76: Ideal make-up style, word cloud in Mandarin, April 2017
                                                                          • Appendix – Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Fan chart forecast
                                                                                • Abbreviations

                                                                                Companies Covered

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

                                                                                Colour Cosmetics - China - July 2017

                                                                                US $3,990.00 (Excl.Tax)