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Facial Care - Women vs Men - China - July 2015

"Chinese women perceive that a healthier and happier life can lead to good skin in the long term, so brands need to think of skincare from a bigger picture and tap into consumers’ everyday life 24/7.

While for male users, a short-term approach is more effective. Brand communication should be built on help them to get rid of their bad habits or through offering product solutions that can help them to remedy the effects of their “bad habits”.
– Wenwen Chen, Senior Research Analyst

This report looks at the following areas:

  • Penetration remains vital to unlock future growth
  • New product innovation is key to maintaining loyalty
  • A healthier and happier life leads to good skin
  • Approach men differently
China’s facial skincare market is evolving fast, driven by both consumers’ growing savviness and intensified competition between international and domestic brands. Mintel has found that most facial skincare users, regardless of gender, have established a fixed routine in major categories; thereby growth via increasing frequency of usage will be difficult.
 
This implies increased overall usage still remains the key to supporting growth. Creating new categories is another way to unlock future growth, for example the success of peel-off facial masks and pre-essence products.
 
Given the rising awareness of pollution, computer and mobile phone radiation combined with the stresses of urban life, there also is an opportunity for growth in increasing both the usage and frequency of sun protection/anti-pollution products.

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Table of contents

  1. Introduction

      • Products covered in this report
        • Methodology
          • Limitations
            • Abbreviations
            • Executive Summary

                • Future growth remains-female
                  • Figure 1: Best- and worst-case forecast of China retail value sales of female facial skincare, 2010-20
                • Future growth remains-male
                  • Figure 2: Best- and worst-case forecast of China retail value sales of male facial skincare, 2010-20
                • Market Share
                  • Figure 3: Company market share in female facial skincare, by value, 2014
                • Skin profile
                  • Figure 4: Current skin conditions, March 2015
                • Satisfaction level
                  • Figure 5: Current skin satisfaction, March 2015
                • High penetration of major categories
                  • Figure 6: Usage of facial skincare products, March 2015
                • Frequency
                  • Figure 7: Usage frequency of facial skincare products, March 2015
                • Size of wallet per category
                  • Figure 8: Spending on facial skincare products, March 2015
                • Brand loyalty
                  • Figure 9: Facial skincare brands usage, March 2015
                • A healthier and happier life leads to good skin
                  • Figure 10: Attitudes towards skincare in the next 12 months, March 2015
                • What we think
                • Issues and Insights

                    • Penetration remains vital to unlock future growth
                      • The facts
                        • The implications
                          • New product innovation is key to maintaining loyalty
                            • The facts
                              • The implications
                                • A healthier and happier life leads to good skin
                                  • The facts
                                    • The implications
                                      • Approach men differently
                                        • The facts
                                          • The implications
                                          • Trend Application

                                            • Prove It
                                              • Return to the Experts
                                                • Extend My Brand
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Market drivers
                                                      • Meet the Mintropolitans
                                                        • Towards a healthier lifestyle
                                                          • Regulation change
                                                            • Import tariffs change
                                                              • Current female facial skincare market
                                                                • Figure 11: China female facial skincare market, value sales, 2010-14
                                                              • Future growth remains
                                                                • Figure 12: Best- and worst-case forecast of China retail value sales of female facial skincare, 2010-20
                                                              • Current male facial skincare market
                                                                • Figure 13: China female facial skincare market, value sales, 2010-14
                                                              • Growth remains strong
                                                                • Figure 14: Best- and worst-case forecast of China retail value sales of male facial skincare, 2010-20
                                                              • Forecast methodology
                                                              • Market Share

                                                                • Key points
                                                                  • International brands still lead the market while domestic brands are gaining a competitive advantage
                                                                    • Figure 15: Company market share in female facial skincare, by value, 2012-14
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Innovation
                                                                      • Beauty device storms
                                                                        • Smart cleaning
                                                                          • Figure 16: Clarisonic Pedi-Balm Sonic Foot Softening Treatment, Q2 2015
                                                                          • Figure 17: Sonic System Purifying Cleansing Brush, q2 2014
                                                                        • Cleaning and illuminating
                                                                          • Figure 18: Clarisonic Sonic Radiance Brightening Solution, q1 2015
                                                                          • Figure 19: LUNA Facial Cleansing
                                                                        • Toning booster
                                                                          • Anti-ageing
                                                                            • Microcurrent
                                                                              • Figure 20: NuFACE Trinity lip & eye treatment device
                                                                            • Light therapy
                                                                              • Laser
                                                                                • Generally, narrowly spaced micro-beams of laser energy are used to prompt new collagen growth.
                                                                                  • Figure 21: Age-Defying Laser
                                                                                  • Figure 22: ILLUMINAGE Skin Smoothing Laser
                                                                                • New skincare ritual
                                                                                  • 5:2 diet for skin
                                                                                    • Mask before sleeping
                                                                                      • Skin Apéritif, new routine before serum
                                                                                        • Figure 23: Lancôme Génifique Advanced Youth Activating Concentrate, Q1 2014
                                                                                        • Figure 24: L'Oréal Dermo-Expertise Youth Code Prodigious Rejuvenating Pre-Essence, Q4 2012
                                                                                        • Figure 25: Yue Sai Vital Essential Ganoderma youth preserving serum, q 2102
                                                                                        • Figure 26: Albion Eclafutur, q4 2013
                                                                                        • Figure 27: innisfree The Green Tea Seed Serum
                                                                                        • Figure 28: Neutrogena Fine Fairness Pre-Essence Treatment Lotion, q1 2015
                                                                                      • New healing heroes offer immediate effect
                                                                                          • Figure 29: the new Clinique Turnaround moisturizer, q1 2015
                                                                                          • Figure 30: Shiseido Ultimune Power Infusing Concentrate, q4 2014
                                                                                          • Figure 31: La Prairie Anti-Aging collection
                                                                                          • Figure 32: Vonin BB Action One-Shot Fluid, q1 2015
                                                                                          • Figure 33: Biotherm Homme Total Recharge CC Gel, q2 2015
                                                                                      • Companies and Brands

                                                                                        • L’Oréal
                                                                                          • L’Oréal in China
                                                                                            • Recent marketing activities
                                                                                              • Major launches
                                                                                                • Figure 34: Lancôme Miracle Cushion Liquid Cushion Compact SPF 23/PA+, q1 2015
                                                                                              • Shiseido
                                                                                                • Shiseido in China
                                                                                                  • Recent campaign
                                                                                                    • Major launches
                                                                                                      • Figure 35: Shiseido Vital-Perfection is a skincare range
                                                                                                    • P&G
                                                                                                      • P&G in China
                                                                                                        • Recent campaign
                                                                                                          • Figure 36: SK-II Facial Treatment Essence, limited edition, purple hydrangea, q4 2014
                                                                                                        • Major launches
                                                                                                          • Figure 37: SK-II Auractivator CC Cream, q1 2015
                                                                                                        • Estée Lauder
                                                                                                          • Estée Lauder in China
                                                                                                            • Recent campaign
                                                                                                              • Major launches
                                                                                                                • Figure 38: La Mer The Illuminating Eye Gel, q1 2015
                                                                                                                • Figure 39: Estée Lauder Re-Nutriv collection, q4 2014
                                                                                                                • Figure 40: Clinique Turnaround Revitalizing Treatment Oil, Q1 2015
                                                                                                              • Jala
                                                                                                                • Jala in China
                                                                                                                  • Recent campaign
                                                                                                                    • Major launches
                                                                                                                      • Figure 41: Chando Himalayan Purity Pure range, Q2 2014
                                                                                                                      • Figure 42: Maysu Rose Honey Nutrition Moisturizing, Q2 2015
                                                                                                                  • The Consumer – Skin Profiling

                                                                                                                    • Key points
                                                                                                                      • Skin profile
                                                                                                                        • Figure 43: Current skin conditions, March 2015
                                                                                                                      • Trends amongst female users 2014-15
                                                                                                                        • Figure 44: skin problems comparison in female users, 2014-15
                                                                                                                        • Figure 45: SK-II Whitening Power Spots Specialist, Q3 2014
                                                                                                                        • Figure 46: Lancôme Génifique Yeux Light-Pearl Eye-Illuminating Youth Activating Concentrate
                                                                                                                      • Gender differences
                                                                                                                        • Males and females need different solutions
                                                                                                                          • Figure 47: Current skin conditions, by demographics, March 2015
                                                                                                                          • Figure 48: Repertoire of current skin conditions, by demographics, March 2015
                                                                                                                        • Satisfaction level
                                                                                                                          • Over 30% are not satisfied with their skin
                                                                                                                            • Figure 49: Current skin satisfaction, March 2015
                                                                                                                          • Potential male users
                                                                                                                            • Figure 50: Current skin satisfaction, by demographics, March 2015
                                                                                                                          • High income demographics have more potential
                                                                                                                          • The Consumer – Usage Behaviour

                                                                                                                            • Key points
                                                                                                                              • Penetration
                                                                                                                                • High penetration of major categories
                                                                                                                                  • Figure 51: Usage of facial skincare products, March 2015
                                                                                                                                • Gender contrast
                                                                                                                                  • Figure 52: Usage of facial skincare products, by demographics, March 2015
                                                                                                                                  • Figure 53: Kiehl's Close-Shavers Squadron Sky Flyin' Foaming Shave-Gel and Face Cleanser, Q4 2013
                                                                                                                                  • Figure 54: H2O+ Oasis Men Ultimate 5-in-1 Facial Spray 5 v 1 (Ultimate 5-in-1 Facial Spray), q2 2015
                                                                                                                                • Repertoire analysis
                                                                                                                                  • Figure 55: Repertoire of facial skincare products used, March 2015
                                                                                                                                • Frequency
                                                                                                                                  • Figure 56: Usage frequency of facial skincare products, March 2015
                                                                                                                                • Skincare rituals (female)
                                                                                                                                  • Figure 57: Usage frequency of facial skincare products, by demographics, March 2015
                                                                                                                                  • Figure 58: Yves Saint Laurent Forever Light Creator UV Protector High Protection Skincare SPF 50/PA++++ BB Shade, q1 2015
                                                                                                                                  • Figure 59: Lancôme City Miracle CC Cream Complexion Beautifier Daily Defense SPF 50/PA+++
                                                                                                                                  • Figure 60: Somoon Black Hydrogel Eye Patch, q2 2015
                                                                                                                                • Skincare rituals (male)
                                                                                                                                  • Figure 61: Usage frequency of facial skincare products, by demographics, March 2015
                                                                                                                                • All income/age levels show similar usage pattern
                                                                                                                                  • Figure 62: Usage frequency of facial skincare products, by demographics, March 2015
                                                                                                                                  • Figure 63: Usage frequency of facial skincare products, by demographics, March 2015
                                                                                                                              • The Consumer – Buying Behaviour

                                                                                                                                • Key points
                                                                                                                                  • Category spend
                                                                                                                                    • Figure 64: Spending on facial skincare products, March 2015
                                                                                                                                    • Figure 65: marubi new range of Elastin Anti-Aging Firming Eye Essence
                                                                                                                                  • Female category spend
                                                                                                                                    • Figure 66: Spending on facial skincare products, by demographics, March 2015
                                                                                                                                  • Male category spend
                                                                                                                                    • Figure 67: Spending on facial skincare products, by demographics, March 2015
                                                                                                                                    • Figure 68: Biotherm Homme Total Recharge, Anti-Signs of Fatigue Eye Care, Q1 2015
                                                                                                                                  • Brand loyalty
                                                                                                                                    • Figure 69: Facial skincare brands usage, March 2015
                                                                                                                                  • Brand loyalty trends for females
                                                                                                                                    • Figure 70: Facial skincare brands usage by female users, March 2015
                                                                                                                                    • Figure 71: Facial skincare brands usage by female users, March 2015
                                                                                                                                  • Male user loyalty
                                                                                                                                    • Figure 72: Facial skincare brands usage by male users, March 2015
                                                                                                                                    • Figure 73: Facial skincare brands usage, March 2015
                                                                                                                                    • Figure 74: Facial skincare brands usage, by demographics, March 2015
                                                                                                                                • The Consumer – Attitudes toward Skincare

                                                                                                                                  • Key points
                                                                                                                                    • A healthier and happier life leads to good skin
                                                                                                                                      • Figure 75: Attitude towards skincare in the next 12 months, March 2015
                                                                                                                                      • Figure 76: La Nuit Douce Frankincense d'Oman Face Beauty Oil, q1 2015
                                                                                                                                      • Figure 77: Love After Dark Face Oil by Kiss the Moon Love, q1 2015
                                                                                                                                    • The healing approach
                                                                                                                                        • Figure 78: Guerlain Abeille Royale range, Q2 2015
                                                                                                                                        • Figure 79: fresh Black Tea Instant Perfecting Mask
                                                                                                                                      • The holistic approach
                                                                                                                                          • Figure 80: shiseido smoothies in wagas, Q1 2015
                                                                                                                                        • New skincare approach – early protection and home treatment
                                                                                                                                          • Gender differences
                                                                                                                                            • Figure 81: Attitude towards skincare in the next 12 months, by demographics, March 2015
                                                                                                                                            • Figure 82: Skin Food Everyday Lentil Facial Mask, Q2 2015
                                                                                                                                            • Figure 83: Bei Da Huang’ s Dong Bei Mo Yang ‘s A Golden Harvest Range: soybean moisturising mask, may 2014
                                                                                                                                            • Figure 84: The Biotherm Homme Total Recharge
                                                                                                                                          • Dynamic approaches
                                                                                                                                              • Figure 85: Repertoire of attitude towards skincare in the next 12 months, March 2015
                                                                                                                                              • Figure 86: Repertoire of attitude towards skincare in the next 12 months, by demographics, March 2015
                                                                                                                                              • Figure 87: Repertoire of attitude towards skincare in the next 12 months, by demographics, March 2015

                                                                                                                                          Companies Covered

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

                                                                                                                                          Facial Care - Women vs Men - China - July 2015

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