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Consumer Attitudes towards Beauty Services - China - October 2017

“Relaxation and instant results are the perceived advantages of beauty services and should be further strengthened to compete against the rise of home-use beauty devices, which are considered better at saving time and being convenient to use. Perceptions of safety will be a key battle ground, with both markets achieving parity in terms of consumer perceptions on this matter.”
– Jessica Jin, Associate Director of Research

This Report looks at the following areas:

  • Competition vs beauty devices at home
  • A result-driven market
  • Opportunities for skincare brands 
  • Hotels are different from other service providers

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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)
              • Subgroup definitions (by Visiting Frequency)
              • Executive Summary

                  • Market and competition
                    • Interests exist, together with threats
                      • Strategies to complement weaknesses
                        • Opportunities: inspirations from overseas
                          • The consumer
                            • The biggest segment is ‘Beauty Service Enjoyer’
                              • Figure 1: Consumer segmentation based on their attitude towards beauty services, July 2017
                            • Massage is the most popular service taken
                              • Figure 2: Usage of beauty services, July 2017
                            • Beauty salons and hair salons are the most frequently visited places
                              • Figure 3: Service providers visited in the last six months, July 2017
                            • Result first, location last
                              • Figure 4: Factors for choosing a store, July 2017
                            • Experienced staff help add value most
                              • Figure 5: Elements worth paying extra for, July 2017
                            • Strengths of beauty services
                              • Figure 6: Comparison with beauty devices, July 2017
                            • What we think
                            • Issues and Insights

                              • Competition vs beauty devices at home
                                • The facts
                                  • The implications
                                    • A result-driven market
                                      • The facts
                                        • The implications
                                          • Figure 7: Example screens of BePretty app, Chile
                                          • Figure 8: 3D Nail Printer, Japan, 2017
                                        • Opportunities for skincare brands
                                          • The facts
                                            • The implications
                                                • Figure 9: Clarins online communication of spa services
                                              • Hotels are different from other service providers
                                                • The facts
                                                  • The implications
                                                  • Market and Competition – What You Need to Know

                                                    • Expected to grow steadily, driven by positive attitudes
                                                      • More options to engage broaden consumer base
                                                        • Creative innovation in overseas market
                                                        • Market Factors

                                                          • Increasing spending willingness in beauty treatment
                                                            • Seeking shortcuts in beauty solutions
                                                              • Skincare brands expanding into services
                                                                • Being experts in specific areas
                                                                  • Figure 10: NeoDerm medical aesthetic treatments, China
                                                                  • Figure 11: Beauty services from Rubis spa, China
                                                                • Challenge from retail brands: more products targeting the ‘home spa moment’
                                                                  • Figure 12: Examples of VOESH’s Pedi in a box, US, 2017
                                                                  • Figure 13: ASPA Spray-on nail polish, Brazil, 2016
                                                                • O2O beauty services faded out
                                                                  • A fragmented market with all types of players
                                                                  • Competitive Strategies

                                                                    • Utilise scene marketing
                                                                      • Figure 14: NOMI Beauty, US
                                                                      • Figure 15: Benefit GlastonBrow, UK, 2017
                                                                    • Provide quick services
                                                                      • Figure 16: 25 minutes’ le petit facial skincare, US
                                                                    • Pre-set package price to set consumer expectation
                                                                      • Figure 17: Examples of nail treatment packages on Dianping, China
                                                                  • Who’s Innovating?

                                                                    • Taking advantage of fragmented time
                                                                      • Figure 18: Bamford Haybarn spa on Belmond Royal Scotsman train, UK, 2017
                                                                    • Cross-category new openings
                                                                      • Figure 19: Pearl spa by Mikimoto Cosmetics, Japan, 2017
                                                                    • Sharing salon suite to control store rental cost
                                                                      • Figure 20: Examples of MY SALON Suite, US
                                                                      • Figure 21: Examples of PHenix Salon Suite, US
                                                                    • Not serving females only
                                                                      • Figure 22: Examples of beauty services targeting children and men
                                                                  • The Consumer – What You Need to Know

                                                                    • Identified four segments
                                                                      • Massage and hand treatment are the most popular services taken
                                                                        • Salons are the most frequently visited places
                                                                          • Result means everything
                                                                            • Experienced staff is the top element worth paying extra for
                                                                              • Seek relaxation and effectiveness from beauty services
                                                                              • Consumer Segmentation

                                                                                • Four types of consumers
                                                                                  • Figure 23: Consumer segmentation based on their attitude towards beauty services, July 2017
                                                                                • Who are they?
                                                                                    • Figure 24: Attitude towards beauty services, % of strongly agree, by consumer segmentation, July 2017
                                                                                  • 25 is the cut-off age of Impulsive Adventurers
                                                                                      • Figure 25: Consumer segmentation, by age, July 2017
                                                                                    • Income is a key differentiator
                                                                                      • Figure 26: Consumer segmentation, by monthly personal income, July 2017
                                                                                    • Married women, instead of singles, are more likely to spend
                                                                                      • Figure 27: Consumer segmentation, by marital status, July 2017
                                                                                  • Usage of Beauty Services

                                                                                    • Massage and manicure are the most tried services
                                                                                      • Figure 28: Usage of beauty services, July 2017
                                                                                    • Semi-permanent services appeal to Impulsive Adventurers
                                                                                      • Figure 29: Usage of beauty services, by consumer segmentation, July 2017
                                                                                    • Women aged 20-29 care more about hair removal/shaping than others
                                                                                      • Figure 30: Usage of beauty services, by age, July 2017
                                                                                    • No city tier difference observed
                                                                                      • Figure 31: Usage of beauty services, by city tier, July 2017
                                                                                    • Married women more interested in massage and semi-permanent beauty solutions
                                                                                      • Figure 32: Usage of beauty services, by city tier, July 2017
                                                                                  • Service Providers Visited and Frequency

                                                                                    • Salons are the most often visited places for beauty services
                                                                                      • Figure 33: Service providers visited in the last six months, July 2017
                                                                                    • Beauty salons a more relaxing and rewarding place
                                                                                      • Figure 34: CHAID analysis of those who have used beauty services in beauty salon once a month or more, July 2017
                                                                                    • Hotel should target Impulsive Adventurers
                                                                                      • Figure 35: Service providers visited once a month or more, by consumer segmentation, July 2017
                                                                                    • Salons face difficulty in attracting early 20s
                                                                                      • Figure 36: Have used once a month or more in each place, by consumer segmentation, July 2017
                                                                                  • Factors for Choosing Store

                                                                                    • Consumers are result-driven
                                                                                      • Figure 37: Factors for choosing a store, July 2017
                                                                                    • Different focus by consumer segment
                                                                                      • Figure 38: Factors for choosing store, by consumer segmentation, July 2017
                                                                                    • Experience-driven singles
                                                                                      • Figure 39: Factors for choosing store, by marital status, July 2017
                                                                                    • Non-frequent visitors highlight price sensitivity
                                                                                      • Figure 40: Factors for choosing store, by usage frequency, July 2017
                                                                                  • Elements Worth Paying Extra For

                                                                                    • Experienced staff is the most wanted value-added factor
                                                                                      • Figure 41: Elements worth paying extra for, July 2017
                                                                                    • How to reach maximum customers with minimal investment?
                                                                                      • Figure 42: TURF analysis of elements worth paying extra for, July 2017
                                                                                    • Proactively market advanced equipment can enhance value perception
                                                                                      • Figure 43: Ranking of factors for choosing store and elements worth paying extra for, July 2017
                                                                                    • Impulsive Adventurers have different motivations compared to others
                                                                                      • Figure 44: Elements worth paying extra for, by consumer segmentation, July 2017
                                                                                    • Well-known skincare brands matter more for married women
                                                                                      • Figure 45: Elements worth paying extra for, by marital status, July 2017
                                                                                  • Comparison with Beauty Devices

                                                                                    • Beauty services are perceived to win by experience and results
                                                                                      • Figure 46: Comparison with beauty devices, July 2017
                                                                                    • Neck-and-neck on safety impression
                                                                                      • Women aged 20-24 show more positive attitudes towards beauty services
                                                                                        • Figure 47: Comparison with beauty devices in terms of think beauty services perform better, by age, July 2017
                                                                                      • Impulsive Adventurers know what they want from each
                                                                                        • Figure 48: Comparison with beauty devices: no difference between the two, by consumer segmentation, July 2017
                                                                                    • Meet the Mintropolitans

                                                                                      • More Beauty Service Enjoyers and Impulsive Adventurers
                                                                                        • Figure 49: Consumer segmentation based on their attitude towards beauty services, by consumer classification, July 2017
                                                                                      • Reducing the cost of trying out something new for non-MinTs
                                                                                        • Figure 50: Factors for choosing store, by consumer classification, July 2017
                                                                                      • MinTs more willing to pay for advanced equipment and famous brands
                                                                                        • Figure 51: Elements worth paying extra for, by consumer classification, July 2017
                                                                                    • Appendix – Methodology and Abbreviations

                                                                                      • Methodology
                                                                                        • Further analysis – TURF
                                                                                          • Abbreviations

                                                                                          Consumer Attitudes towards Beauty Services - China - October 2017

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