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Facial Skincare - China - August 2014

“The China facial skincare market is evolving fast with enhanced level of competition and consumer sophistication. Consumers want multi-benefit products that fit into their multi-tasking lifestyles, they also want specifically designed products for certain problems. So the next question is “When”?
Given consumers’ repertoire behaviour, there is a high possibility they use several products at the same time or switch brands very often. Companies with multiple brand portfolios can maximise sales by driving specially targeted products through key seasonal associations such as summer, winter or high pollution days, while maintaining ongoing campaigns promoting the all-in-one “hero” product for everyday use. This strategy will maximise sales by driving consumer demand for both types of product throughout the year.”
- Wenwen Chen, Research Analyst
This report looks at the following issues:

  • Solid skincare regime and repertoire behaviour
  • Forces behind the repertoire behaviour
  • An holistic approach
  • I want it all
Facial skincare retain their high penetration thanks to the rising personal income and importance placed on maintaining an attractive appearance. The market was valued at RMB 70.8 billion by the end of 2013. The market is evolving fast with enhanced level of competition and consumer sophistication. Mintel estimates that the facial skincare market will be worth RMB78 billion by the end of 2014.
 
Despite intensified market competition and growing consumer sophistication, prospects for growth are still promising. The main forces behind growth are the rising number of middle income households, the e-commerce revolution powering consumption, particularly in less developed areas, and new product development opportunities based on different seasons and extreme environments. In addition, the strong growth prospects of the anti-ageing and facial mask segments will also underpin growth.
 
Product developments in the category focus on harnessing a younger population’s interest in maintaining an attractive appearance with a small face with a ‘V-shaped’ chin and jawline. To capitalise on the V-shaped face trend, major cosmetic brands are exploring this opportunity with their latest high-tech wonders. In addition, facial mask, particularly peel mask continues their domination of product innovation.

 

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Table of contents

  1. Introduction

      • Products covered in this report:
        • Methodology
          • Abbreviations
            • Definitions
            • Executive Summary

                • A fast evolving market with heightened level of competition and consumer sophistication
                  • Figure 1: Best- and worst-case forecast of China retail value sales of facial skincare, 2009-19
                • Solid skincare regime and repertoire behaviour
                  • Figure 2: Repertoire behaviour, by category, June 2014
                • An holistic approach
                  • Figure 3: Current skin problems, June 2014
                  • Figure 4: Skincare approach preference, healthy lifestyle vs premium skincare products, June 2014
                • I want it all
                  • Figure 5: Repertoire of current skin problems, June 2014
                • What we think
                • Issues and Insights

                    • Solid skincare regime and repertoire behaviour
                      • The facts
                        • The implications
                          • Forces behind the repertoire behaviour
                            • The facts
                              • The implications
                                • An holistic approach
                                  • The facts
                                    • The implications
                                      • I want it all
                                        • The facts
                                          • The implications
                                          • Trend Applications

                                            • Influentials
                                              • Access Anything Anywhere
                                              • Market Drivers and Dynamics

                                                • Key points
                                                  • Market drivers: Growing disposable income
                                                    • Figure 6: Per capita income level in rural and urban, China, 2008-13
                                                  • Market drivers: E-commerce revolution powering consumption
                                                    • Market drivers: Extreme weather and pollution create more opportunities
                                                        • Figure 7: Clinique Even Better City Block Anti-Pollution SPF40/PA+++, q1 2014
                                                      • Market dynamics: Consumer repertoire behaviour
                                                        • Market dynamics: Consumers are promotion-driven
                                                          • Market dynamics: Shopping without borders
                                                            • Market dynamics: Legislative change
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • A fast evolving market with heightened level of competition and consumer sophistication
                                                                  • Figure 8: China facial skincare market, value sales, 2009-13
                                                                  • Figure 9: Best- and worst-case forecast of China retail value sales of facial skincare, 2009-19
                                                                • Intensive competition
                                                                  • Strong growth in anti-ageing
                                                                    • Figure 10: Best- and worst-case forecast of China retail value sales of anti-ageing facial skincare, 2009-19
                                                                  • The facial mask sensation
                                                                    • Figure 11: Best- and worst-case forecast of China retail value sales of facial mask skincare, 2009-19
                                                                  • Forecast methodology
                                                                  • Segmentation and Market Share

                                                                    • Key points
                                                                      • Moisturising remains the primary segment
                                                                        • Figure 12: Value market share, by segment, 2009-13
                                                                        • Figure 13: Value market share, by segment, 2013
                                                                      • International and national brands blossom together
                                                                        • Figure 14: Company market share, by value, 2011-13
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Everyone is looking for multiple benefits
                                                                          • Figure 15: New product launches, by top category in the facial skincare market in China, 2009-13
                                                                          • Figure 16: Olay Total Effects 7 in One range, Q3 2013
                                                                        • Energy boost
                                                                            • Figure 17: Estée Lauder Nutritious Rosy Prism range: essence and cc cream, Q1 2014
                                                                            • Figure 18: Lancôme Énergie de Vie range, Q1 2014
                                                                            • Figure 19: Origins GinZing Energy-Boosting moisturizer, Q1 2014
                                                                            • Figure 20: Yue Sai Vitalize Ganoderma Youth Preserving Elixir, Q1 2014
                                                                            • Figure 21: Sulwhasoo Harmonizen Regenerating Cream, Q4 2013
                                                                          • From micro plastic surgery to V-shaper serum
                                                                              • Figure 22: Dior Capture Lift Ultra-Stretch Remodelling Crème, Q2 2013
                                                                              • Figure 23: Clarins Shaping Facial Lifting Total V contouring, June 2014
                                                                              • Figure 24: L’Oréal Paris – L’Oréal Paris revitalift v shaper serum, Q2 2014
                                                                            • Facial mask boom continues
                                                                              • Herbal origins
                                                                                • Figure 25: Tong Ren Tang facial mask ancient herbal extract range, May 2014
                                                                                • Figure 26: Ming Cao She Yuan facial mask product in China Beauty Exhibition, May 2014
                                                                              • Food nutrition
                                                                                • Figure 27: Bei Da Huang’ s Dong Bei Mo Yang ‘s a golden harvest range: soybean moisturising mask, May 2014
                                                                                • Figure 28: faith in face is the latest must-have mask based on hydrogel technology, Q4 2013, Hong Kong
                                                                              • Storytelling and packaging
                                                                                  • Figure 29: My Beauty Diary, 10th anniversary variants, Q4 2013
                                                                                  • Figure 30: Eye gel patch from Etude House and Watsons’ own-label facial mask, 2013-14
                                                                                • New era for smart beauty
                                                                                    • Figure 31: Clarisonic press release, 2014
                                                                                  • My Beauty Box on WeChat
                                                                                  • Companies and Brands

                                                                                    • L’Oréal
                                                                                        • Figure 32: L’Oréal annual report, 2013
                                                                                        • Figure 33: L’Oréal skincare portfolio in China, 1992-2013
                                                                                      • Shiseido
                                                                                          • Figure 34: Shiseido company finances, March 2013
                                                                                          • Figure 35: Shiseido skincare portfolio in China, 1981-2013
                                                                                        • Procter & Gamble
                                                                                            • Figure 37: P&G skincare portfolio in China, 1989-2013
                                                                                          • Jala Group
                                                                                              • Figure 38: Jala skincare portfolio in China, 1997-2013
                                                                                          • The Consumer – Current Skincare Problem

                                                                                            • Key points
                                                                                              • Most Chinese women concerned with dull skin
                                                                                                • Figure 39: Current skin problems, June 2014
                                                                                              • Anti-ageing concerns on the rise
                                                                                                • Figure 40: Current skin problems, 2013 vs 2014
                                                                                                • Figure 41: Artistry Creme LuXury collection, Q2 2012
                                                                                              • Many women have multiple skin problems
                                                                                                • Figure 42: Repertoire of current skin problems, June 2014
                                                                                                • Figure 43: Women with six or more current skin problems, by monthly personal income, June 2014
                                                                                              • Recognising disparity between cities
                                                                                                • Figure 44: Repertoire of current skin problems, by cities, June 2014
                                                                                            • The Consumer – Usage Behaviour

                                                                                              • Key points
                                                                                                • Usage
                                                                                                  • A solid skincare regime
                                                                                                    • Figure 45: Product usage, June 2014
                                                                                                  • Prevalence of face mask
                                                                                                      • Figure 46: Non-users of face asks or peels, by age, June 2014
                                                                                                    • Income defines level of sophistication
                                                                                                        • Figure 47: Usage behaviour, by age and income, June 2014
                                                                                                      • Repertoire behaviour
                                                                                                        • Most consumers switch between several familiar brands in all skincare categories
                                                                                                          • Figure 48: Repertoire behaviour, by category, June 2014
                                                                                                        • Higher income earners exhibit strong repertoire behaviour in many categories
                                                                                                          • Figure 49: Repertoire behaviour, by monthly personal income, June 2014
                                                                                                        • Redefining loyalty
                                                                                                          • Figure 50: Repertoire behaviour, June 2014
                                                                                                      • The Consumer – Whitening Products

                                                                                                        • Key points
                                                                                                          • Whitening remains the ultimate beauty
                                                                                                            • Figure 51: Usage of whitening products, June 2014
                                                                                                          • New era of whitening
                                                                                                            • Figure 52: Additional benefits sought for whitening, June 2014
                                                                                                            • Figure 53: Additional benefits sought for whitening products, by income, June 2014
                                                                                                            • Figure 54: Usage of whitening products, by skin type, June 2014
                                                                                                            • Figure 55: Haruki whitening range, 2012
                                                                                                        • The Consumer – Anti-ageing Products

                                                                                                          • Key points
                                                                                                            • Anti-ageing: start early
                                                                                                              • Figure 56: Usage of anti-ageing products, June 2014
                                                                                                              • Figure 57: Usage of anti-ageing products, by age, June 2014
                                                                                                            • Age and income factors
                                                                                                              • Figure 58: Usage of anti-ageing products, by demographics, June 2014
                                                                                                            • Multiple solution
                                                                                                              • Figure 59: Additional benefits sought for anti-ageing products, June 2014
                                                                                                          • The Consumer – Channel Usage

                                                                                                            • Key points
                                                                                                              • Premium channel takes the crown
                                                                                                                • Figure 60: Purchase channels for facial skincare and colour cosmetics, June 2014
                                                                                                                • Figure 61: Purchase channels, by income, June 2014
                                                                                                              • Taobao/Tmall leads online shopping
                                                                                                                • Figure 62: Purchase channels online, June 2014
                                                                                                                • Figure 63: China online retailer market shares, by value, 2013
                                                                                                              • Channel integration
                                                                                                                • Figure 64: Repertoire of purchase channels, June 2014
                                                                                                              • Consistent shopping experience for higher income earners
                                                                                                                • Figure 65: Repertoire of purchase channels, by income, June 2014
                                                                                                              • Channel preferences among cities
                                                                                                                • Figure 66: Purchase channel, by cities, June 2014
                                                                                                            • The Consumer – Brand Preferences

                                                                                                              • Key points
                                                                                                                • International brands versus local brands
                                                                                                                  • Figure 67: Brand preferences, June 2014
                                                                                                                • Japanese versus Korean
                                                                                                                    • Figure 68: Laneige Snow BB Soothing Cushion SPF 30+ PA++, Q3 2013
                                                                                                                  • Higher income groups’ savviness
                                                                                                                    • Figure 69: Facial moisturiser brand preference, June 2014
                                                                                                                    • Figure 70: Facial serum brand preference, June 2014
                                                                                                                    • Figure 71: Facial cleanser, June 2014
                                                                                                                    • Figure 72: Brand preferences in facial moisturisers, by salon visits, June 2014
                                                                                                                  • Availability is key to recruit shoppers without brand origin preferences
                                                                                                                      • Figure 73: Brand preferences, by purchase channel, June 2014
                                                                                                                    • City differences
                                                                                                                      • Figure 74: Facial moisturiser brand preferences, by cities, June 2014
                                                                                                                  • The Consumer – Usage and Buying Habits

                                                                                                                    • Key points
                                                                                                                      • The power of word-of-mouth
                                                                                                                        • Figure 75: Usage and purchase behaviour, June 2014
                                                                                                                        • Figure 76: Usage and purchase behaviour, by age group, June 2014
                                                                                                                        • Figure 77: Kimiss app, March 2014
                                                                                                                      • Forces behind the repertoire behaviour
                                                                                                                          • Figure 78: Factors behind switching brands, June 2014
                                                                                                                        • The sophisticated switchers
                                                                                                                            • Figure 79: Factors behind switch, by income group, June 2014
                                                                                                                            • Figure 80: Clinique Even Better Essence range, Q4 2013
                                                                                                                            • Figure 81: P&G’s Dongfangjidao range, Q2 2013
                                                                                                                          • The unsatisfied switchers
                                                                                                                            • Figure 82: Factors behind switching, by age group, June 2014
                                                                                                                          • The deal seekers
                                                                                                                            • Figure 83: Factors behind switching, June 2014
                                                                                                                            • Figure 84: Factors behind switching, by income groups, June 2014
                                                                                                                          • The beauty conscious
                                                                                                                            • Figure 85: Usage and purchase behaviour, June 2014
                                                                                                                            • Figure 86: Factors behind switching, by income group, June 2014
                                                                                                                            • Figure 87: Factors behind switching, by age, June 2014
                                                                                                                        • The Consumer – Attitudes towards Beauty Lifestyles

                                                                                                                          • Key points
                                                                                                                            • Micro plastic surgery, is it a future trend?
                                                                                                                              • Figure 88: Skincare approach preference, micro plastic surgery vs skincare products using scientific advancements, June 2014
                                                                                                                              • Figure 89: Lancôme Visionnaire Advanced Skin Corrector, q2 2014
                                                                                                                            • Nothing can beat a healthy lifestyle
                                                                                                                              • Figure 90: Skincare approach preference, healthy lifestyle vs premium skincare products, June 2014
                                                                                                                            • Will home skincare devices challenge the beauty salon market?
                                                                                                                              • Figure 91: Skincare approach preference, skincare devices vs beauty salons, June 2014
                                                                                                                            • Holistic versus Diagnostic: East meets West
                                                                                                                              • Figure 92: Skincare approach preference, traditional Chinese medicine vs cosmeceuticals, June 2014
                                                                                                                              • Figure 93: Skincare approach preference, oral cosmetics vs food therapy, June 2014
                                                                                                                            • I want it all
                                                                                                                              • Figure 94: Skincare approach preference, June 2014
                                                                                                                          • Appendix – Current Skincare Problem

                                                                                                                              • Figure 95: Current skin problems, June 2014
                                                                                                                              • Figure 96: Most common current skin problems, by demographics, June 2014
                                                                                                                              • Figure 97: Next most common current skin problems, by demographics, June 2014
                                                                                                                              • Figure 98: Repertoire of current skin problems, June 2014
                                                                                                                              • Figure 99: Repertoire of current skin problems, by demographics, June 2014
                                                                                                                          • Appendix – Usage Behaviour

                                                                                                                              • Figure 100: Repertoire behaviour, June 2014
                                                                                                                              • Figure 101: Repertoire behaviour – Make-up remover, by demographics, June 2014
                                                                                                                              • Figure 102: Repertoire behaviour – Facial cleanser, by demographics, June 2014
                                                                                                                              • Figure 103: Repertoire behaviour – Facial toner/softener, by demographics, June 2014
                                                                                                                              • Figure 104: Repertoire behaviour – Facial moisturiser/emulsion/lotion, by demographics, June 2014
                                                                                                                              • Figure 105: Repertoire behaviour – Facial serum/essence, by demographics, June 2014
                                                                                                                              • Figure 106: Repertoire behaviour – BB/CC cream, by demographics, June 2014
                                                                                                                              • Figure 107: Repertoire behaviour – Block sheer, by demographics, June 2014
                                                                                                                              • Figure 108: Repertoire behaviour – Face mask or peels, by demographics, June 2014
                                                                                                                              • Figure 109: Repertoire behaviour – Eye cream/gel, by demographics, June 2014
                                                                                                                              • Figure 110: Repertoire behaviour – Facial oils, by demographics, June 2014
                                                                                                                              • Figure 111: Repertoire behaviour – Lip balm, by demographics, June 2014
                                                                                                                          • Appendix – Whitening Products

                                                                                                                              • Figure 112: Usage of whitening products, June 2014
                                                                                                                              • Figure 114: Current skin problem, by usage of whitening products, June 2014
                                                                                                                          • Appendix –Whitening Products – Consideration

                                                                                                                              • Figure 115: Additional benefits sought for whitening, June 2014
                                                                                                                              • Figure 116: Most popular additional benefits sought for whitening, by demographics, June 2014
                                                                                                                              • Figure 117: Next most popular additional benefits sought for whitening, by demographics, June 2014
                                                                                                                          • Appendix – Anti-Ageing Products

                                                                                                                              • Figure 118: Usage of anti-ageing products, June 2014
                                                                                                                              • Figure 119: Usage of anti-ageing products, by demographics, June 2014
                                                                                                                              • Figure 120: Current skin problems, by usage of anti-ageing products, June 2014
                                                                                                                          • Appendix – Anti-Ageing – Consideration

                                                                                                                              • Figure 121: Additional benefits sought for anti-ageing products, June 2014
                                                                                                                              • Figure 122: Most popular additional benefits sought for anti-ageing products, by demographics, June 2014
                                                                                                                              • Figure 123: Next most popular additional benefits sought for anti-ageing products, by demographics, June 2014
                                                                                                                          • Appendix – Behaviour – Channel Usage

                                                                                                                              • Figure 124: Purchase channels, June 2014
                                                                                                                              • Figure 125: Most popular purchase channels, by demographics, June 2014
                                                                                                                              • Figure 126: Next most popular purchase channels, by demographics, June 2014
                                                                                                                              • Figure 127: Other purchase channels, by demographics, June 2014
                                                                                                                            • Repertoire analysis
                                                                                                                              • Figure 128: Repertoire of purchase channels, June 2014
                                                                                                                              • Figure 129: Repertoire of purchase channels, by demographics, June 2014
                                                                                                                          • Appendix – Attitude – Brand Preferences

                                                                                                                              • Figure 130: Brand preferences, June 2014
                                                                                                                              • Figure 131: Brand preferences – Facial cleanser, by demographics, June 2014
                                                                                                                              • Figure 132: Brand preferences – Facial toner/softener, by demographics, June 2014
                                                                                                                              • Figure 133: Brand preferences – Facial moisturiser/emulsion/lotion, by demographics, June 2014
                                                                                                                              • Figure 134: Brand preferences – Facial serum/essence, by demographics, June 2014
                                                                                                                              • Figure 135: Brand preferences – BB cream/CC cream, by demographics, June 2014
                                                                                                                              • Figure 136: Brand preferences – Block sheer, by demographics, June 2014
                                                                                                                              • Figure 137: Brand preferences – Face mask or peels, by demographics, June 2014
                                                                                                                              • Figure 138: Brand preferences – Eye cream/gel, by demographics, June 2014
                                                                                                                          • Appendix – Usage and Buying Habits

                                                                                                                              • Figure 139: Usage and purchase behaviour, June 2014
                                                                                                                              • Figure 140: Most popular usage and purchase behaviour, by demographics, June 2014
                                                                                                                              • Figure 141: Next most popular usage and purchase behaviour, by demographics, June 2014
                                                                                                                          • Appendix – Attitudes towards Beauty Lifestyles

                                                                                                                              • Figure 142: Skincare approach preferences, June 2014
                                                                                                                              • Figure 143: Skincare approach preferences – Micro plastic surgery, by demographics, June 2014
                                                                                                                              • Figure 144: Skincare approach preferences – Using food therapy to enhance skin condition, by demographics, June 2014
                                                                                                                              • Figure 145: Skincare approach preferences – Going to a beauty salon for facial care services, by demographics, June 2014
                                                                                                                              • Figure 146: Skincare approach preferences – Cosmeceutical skincare products from other countries, by demographics, June 2014
                                                                                                                              • Figure 147: Skincare approach preferences – All-in-1 skincare products, by demographics, June 2014
                                                                                                                              • Figure 148: Skincare approach preferences – To improve skin condition by leading a healthy lifestyle, by demographics, June 2014

                                                                                                                          Companies Covered

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

                                                                                                                          Facial Skincare - China - August 2014

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