Facial Masks - China - April 2016
“The low unit price and immediate hydration have made facial masks an essential beauty routine for most Chinese women. Considering the high levels of usage, the next step in market development will be product premiumisation and product extension.”
– Wenwen Chen, Senior Beauty Analyst
By the end of 2015, China’s total facial mask market was worth RMB 9,880 million in retail value. The market seems to be immune from China’s cooling economy. 77% of women surveyed have used sheet masks in the six months to January 2016.
Considering the saturation rate and solid facial mask routine, volume growth will be challenging. That said, consumers - especially high income earners - have shown their appetite for high-end products.
Brands could also think of new product developments and extension to drive growth. Mintel has found that good word of mouth and natural ingredients are the strongest motivations for users to try new products.
This report discusses the following key topics:
- Masks have become a beauty essential for Chinese women
- User knowledge of different types of mask texture is adequate
- Beauty chains can still win shoppers with first-hand experience
- New ways to engage users
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