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Consumer Attitudes towards Anti-aging Products - China - May 2017

“Anti-aging products are not only relevant to mature consumers now. Consumers are adopting them as parts of skincare regime at an earlier age of 25. Unlike 30-40-year-olds who pay more attention to loose skin, consumers in their 20s treat dull skin as a key sign of aging, followed by the appearance of fine lines.”

Jessica Jin, Associate Director of Research

This report looks at the following areas:

  • Rely more on basic skincare than anti-aging products
  • Consumers are moving away from using price as an indicator of product quality
  • How to sell the story of anti-aging?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Subgroup definitions (by monthly household income)
          • Subgroup definitions (by monthly personal income)
          • Executive Summary

              • Market and competition
                • The consumer
                  • The biggest segment is ‘Result Doubters’
                    • Figure 1: Consumer segmentation based on their attitude towards aging, January 2017
                  • Early aging signs get the most attention
                    • Figure 2: Signs of aging, January 2017
                  • Basic skincare comes before using anti-aging products
                    • Figure 3: Ways of battling against aging, by age, January 2017
                  • About half consumers buy prestige brands most often
                    • Figure 4: Price tier of the most often used anti-aging skincare product, January 2017
                  • Having the desired function is the most important
                    • Figure 5: Purchase factors, January 2017
                  • Price is not a key obstacle
                    • Figure 6: Reasons for not using anti-aging products, by age, January 2017
                  • What we think
                  • Issues and Insights

                    • Rely more on basic skincare than anti-aging products
                      • The facts
                        • The implications
                          • Figure 7: Anti-aging Gin, UK, 2016
                        • Consumers are moving away from using price as an indicator of product quality
                          • The facts
                            • The implications
                              • Figure 8: Beauty Evolution APP, China
                            • How to sell the story of anti-aging?
                              • The facts
                                • The implications
                                  • Figure 9: Olay Skin Advisor, 2017
                                  • Figure 10: Sculptures of before and after using Avène PhysioLift anti-aging line, Brazil, 2016
                                  • Figure 11: Eucerin’s elasticity test campaign, South Korea, 2016
                              • Market and Competition – What You Need to Know

                                • Anti-aging has more space to tap into in Chinese market
                                  • Competition still centralised around top claims
                                  • Market Drivers

                                    • Aging population
                                      • Figure 12: Age distribution, China, 2005-15
                                    • Brands educating the importance of aging-prevention from a younger age
                                      • Figure 13: The Face Shop anti-aging communication and product, China, 2016
                                    • Desire to look younger
                                      • Figure 14: Attitudes towards aging, January 2017
                                  • China vs Developed Markets

                                    • China lagging behind in anti-aging
                                      • Figure 15: Top functional claims in new facial skincare launches, by China, South Korea, Japan, US and UK, 2016-April 2017
                                    • China vs Japan/South Korea
                                      • Figure 16: Anti-aging related claims in new facial skincare launches, by China, Japan, South Korea, 2016-April 2017
                                    • China vs US/UK
                                      • Figure 17: Anti-aging related claims in new facial skincare launches, by China, US, UK, 2016-April 2017
                                  • Trends in the China Market

                                      • Figure 18: Anti-aging related claims in new facial skincare launches, China, 2015-16
                                  • Who’s Innovating?

                                    • Deliver as strong efficacy as medicated solutions do
                                      • Figure 19: Pola wrinkle shot facial serum, Japan, 2017
                                      • Figure 20: Lancôme dual phase night peel, UK, 2017
                                      • Figure 21: Chanel day and night intensive spot treatment, Japan, 2017
                                    • Protecting from blue light in sunlight and digital devices
                                      • Figure 22: Lancôme UV Expert CC Cover, Japan, 2016
                                      • Figure 23: Cosme Decorté Sun Shelter Multi Protection, Japan, 2017
                                    • Going back to daily skincare
                                      • Figure 24: Peter Thomas Roth anti-aging cleansing gel, US, 2017
                                      • Figure 25: Coyori serum oil jun – winter edition, Japan, 2017
                                    • Target early signs of aging
                                      • Figure 26: Nia fake awake triple-action eye gel, US, 2017
                                      • Figure 27: Annemarie Börlind pre-aging facial gel, France, 2017
                                  • The Consumer – What You Need to Know

                                    • Dull skin also means aging for younger consumers
                                      • Age 25 is a turning point of using anti-aging products
                                        • Preference skews to prestige brands slightly
                                          • Functionality is the biggest consideration
                                            • More urgency to fix lacking of guidance than high price
                                            • Consumer Segmentation

                                              • Four types of consumers
                                                • Figure 28: Consumer segmentation based on their attitude towards aging, January 2017
                                              • Who are they?
                                                  • Figure 29: Strong agreement on attitude towards aging, by consumer segmentation, January 2017
                                                • 20-24-year-olds consumers show polarised attitudes towards aging
                                                    • Figure 30: Consumer segmentation based on their attitude towards aging, by age, January 2017
                                                  • High earners are most sceptical about efficacy
                                                    • Figure 31: Proportion of Result Doubters, by monthly personal income, January 2017
                                                • Signs of Aging

                                                  • Fine lines and loose skin are the biggest worries
                                                    • Figure 32: Signs of aging, January 2017
                                                  • 20s more worried about dull skin
                                                    • Figure 33: Signs of aging, by age, January 2017
                                                  • Moisturising is a commonly pursued functional benefit
                                                    • Figure 34: Signs of aging, by monthly personal income, January 2017
                                                  • Skin before hair in anti-aging
                                                    • Figure 35: Signs of aging, by consumer segmentation, January 2017
                                                • Ways of Battling Against Aging

                                                  • Using anti-aging products is not the top-of-mind solution
                                                    • Figure 36: Ways of battling against aging, January 2017
                                                  • Usage of anti-aging products start from age 25
                                                    • Figure 37: Ways of battling against aging, by age, January 2017
                                                  • Higher probabilities of recruiting low earners by basic skincare
                                                    • Figure 38: Gap in ways of battling against aging, by monthly personal income, January 2017
                                                  • Result Doubters still actively look for solutions
                                                    • Figure 39: Ways of battling against aging, by consumer segmentation, January 2017
                                                • Price Tier

                                                  • Mass and prestige brands are the most popular
                                                    • Figure 40: Price tier of the most often used anti-aging skincare product, January 2017
                                                  • 25-39-year-olds are more willing to invest in anti-aging products
                                                    • Figure 41: Price tier of the most often used anti-aging skincare product, by age, January 2017
                                                  • Opportunity in Realists
                                                    • Figure 42: Price tier of the most often used anti-aging skincare product, by consumer segmentation, January 2017
                                                • Purchase Factors

                                                  • Communicating the right function is the most important
                                                    • Figure 43: Purchase factors, January 2017
                                                  • Brand, ingredient and word of mouth have slightly different targets
                                                    • Figure 44: Top purchase factor, by age, January 2017
                                                  • High earners trust in brand while ingredient story appeals to low earners
                                                    • Figure 45: Gap in purchase factor, by monthly personal income, January 2017
                                                  • Competitive price can help convert Inner-young Seekers
                                                    • Figure 46: Top purchase factor, by consumer segmentation, January 2017
                                                • Reasons for Not Using Anti-aging Products

                                                  • Price is not the top barrier
                                                    • Figure 47: Reasons for not using anti-aging products, January 2017
                                                  • Importance of guiding choices to 25-39-year-olds
                                                    • Figure 48: Reasons for not using anti-aging products, by age, January 2017
                                                  • High earners are particularly unsatisfied with the product’s effect
                                                    • Figure 49: Gap in reasons for not using anti-aging products, by monthly personal income, January 2017
                                                  • Different barriers for different segments
                                                    • Figure 50: Reasons for not using anti-aging products, by consumer segmentation, January 2017
                                                • Meet the Mintropolitans

                                                  • MinTs doubt result delivery but are still making more efforts on all anti-aging measurements
                                                    • Figure 51: Consumer segmentation based on their attitudes towards anti-aging, by consumer classification, January 2017
                                                    • Figure 52: Ways of battling against aging, by consumer classification, January 2017
                                                  • Brand is more influential than ingredient
                                                    • Figure 53: Top purchase factor, by consumer classification, January 2017
                                                • Appendix – Methodology and Abbreviations

                                                  • Methodology
                                                    • Abbreviations

                                                    Companies Covered

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

                                                    Consumer Attitudes towards Anti-aging Products - China - May 2017

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