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Facial Skincare - China - July 2013

‘Even though the facial skincare market is mature, there are still gaps that exist between consumers’ needs and the products that are currently available. Diversification therefore offers an opportunity for domestic small brands and new players in the market, who were initially being squeezed by the sway of foreign giants.’

– Lui Meng, Chow, Research Analyst

In this report, Mintel answers the key questions:

  • Local brands and private label brands are increasingly significant in the market. But what has caused them to grow more significant in recent years? Despite the fierce competition from international brands, how can local and private label brands further expand and maintain their consumer base?
  • The facial skincare products market in China has become crowded and consumers are getting more sophisticated in their facial care usage, however is there further room for diversification in product development to drive consumption?
  • Facial care ingredients have been quite innovative locally and internationally. Can ‘free-from’ product claims stand out from the crowd in spite of all these ingredients and technology claims?


Report Introduction:

Even though the facial skincare market is mature, there are still gaps that exist between consumers’ needs and the products that are currently available. Diversification therefore offers an opportunity for domestic small brands and new players in the market, who were initially being squeezed by the sway of foreign giants. Domestic brands are currently developing well in the market through their deeper penetration of various distribution channels, and are particularly benefiting from the expansion of hypermarket, supermarket, beauty retailers and even the online beauty shopping. Domestic brands are also growing stronger in their marketing activities, including featuring on television entertainment shows. This signals that as Chinese women are developing more sophisticated routines, brands need to understand the demands of these women and the trends that these women are following.

The impact of rising income and increased skin concerns in China, has seen the facial care industry move its focus from providing simple facial care to include those products which deliver on specialised facial care treatment and also facial sub-segment treatments. Consequently, value sales of specialised facial skincare products are increasing. Products with natural ingredients and carrying ‘zero-burden’ claims, ie describing products as free from additives, are favoured amongst Chinese consumers following a deluge of product safety scandals. Products that claim to have zero harmful ingredients are subsequently trusted to minimise consumer exposure to the adverse effects caused by those ingredients.

 

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Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Methodology
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: China total facial care retail market value forecast, 2008-18
                  • Figure 2: China facial care market, by segments, 2008-18
                • Companies and brands
                  • Figure 3: China top 5 facial care companies market value share, 2010-12
                • The consumer
                  • Facial skin concerns
                    • Figure 4: Facial skin type, May 2013
                  • Usage and frequency of facial skincare products and desired product attributes
                    • Figure 5: Usage frequency of facial skincare products, May 2013
                    • Figure 6: Desired facial skincare product qualities, May 2013
                  • Purchasing facial skincare products –factors and behaviour
                    • Figure 7: Factors considered important when buying facial skincare products, May 2013
                  • Facial care products usage attitudes
                    • Key issues
                      • Local brands increasing in market significance
                        • Scope to increase sales of specialised skincare products
                          • Products with ‘free-from’ claims are gaining consumers’ attention
                            • What we think
                            • The Market

                              • Key points
                                • Market size
                                  • Figure 8: China facial care market value, 2008-13
                                • Market segmentation
                                  • Figure 9: China facial care market segmentation sales value, value share and CAGR, 2010-12
                                • Segmentation tiers for brands
                                    • Figure 10: Brands segmentation with some common foreign and domestic brands example
                                  • Anti-ageing creams and lotions are gaining attention
                                    • Figure 11: The top five claims for facial care products, 2010-13 (June)
                                    • Figure 12: China facial creams and lotions value year-on-year growth and CAGR, by functional types, 2009-12
                                  • Forecast
                                    • Figure 13: China total facial care retail market value forecast, 2008-18
                                    • Figure 14: China facial creams and lotions retail market value forecast, 2008-18
                                    • Figure 15: China facial cleansers and toners retail market value forecast, 2008-18
                                    • Figure 16: China facial mask retail market value forecast, 2008-18
                                    • Figure 17: China facial specialised care retail market value, 2008-18
                                • Market Drivers and Barriers

                                  • Underlying growth drivers
                                    • Increasing average personal disposable income and the growth of the middle class
                                      • Figure 18: Growth rate of incomes and expenditure of urban households, by four regions, 2009-11
                                    • Increase in highly educated women in the workforce
                                      • Increasing exposure to the beauty trends from Western and neighbouring countries
                                        • Pollution and hectic lifestyle
                                          • Improvement in infrastructure and expansion of retailers across the country
                                            • Growth of online retail triggers facial products market
                                              • Underlying growth barriers
                                                • Demographic and regional facial care usage and awareness challenges
                                                  • Profound product scandals strike consumer confidence
                                                  • Companies and Brands

                                                    • Key points
                                                      • Companies share
                                                        • Figure 19: China facial skincare companies’ market share, annual growth rate and CAGR, 2010-12
                                                      • International Companies and Brands
                                                        • L’Oréal Group
                                                          • L’Oréal Paris
                                                            • Maybelline
                                                              • Shiseido Company
                                                                • Estée Lauder Companies, Inc
                                                                  • Procter & Gamble Ltd. Co. (P&G)
                                                                    • Domestic Companies and Brands
                                                                      • Figure 20: China top five domestic facial care companies’ market share, annual growth rate and CAGR, 2010-12
                                                                    • Shanghai Inoherb Cosmetics Co., Ltd.
                                                                      • Jala (Group) Co. Ltd.
                                                                        • Jahwa Group
                                                                          • Zhejiang Proya Cosmetics Co., Ltd.
                                                                            • Emerging Korean companies and brands
                                                                              • Amorepacific Group
                                                                              • The Consumer – Facial Skin Concerns

                                                                                • Key points
                                                                                  • Enlarged pores, eye bags/dark circles and dull facial skin complexion are the top facial skin concerns
                                                                                      • Figure 21: Facial skin concerns, May 2013
                                                                                    • Nine in ten have multiple facial skin concerns
                                                                                      • Figure 22: Repertoire of Facial skin concerns, by age group, May 2013
                                                                                  • The Consumer – Usage and Frequency of Facial Skincare Products and Desired Product Attributes

                                                                                    • Key points
                                                                                      • More than half use specialized facial products
                                                                                        • Figure 23: Usage frequency of facial skincare products, May 2013
                                                                                        • Figure 24: Usage frequency for selected facial care products, by income group, May 2013
                                                                                      • Hydrating, whitening and anti-ageing remain common product claims
                                                                                        • Figure 25: Desired facial skincare products qualities, May 2013
                                                                                        • Figure 26: The top five claims for facial care products, 2010-13 (June)
                                                                                      • Two thirds of consumers look for products with no harmful ingredients
                                                                                        • More than half look for facial care products to reduce the appearance of pores
                                                                                        • The Consumer – Purchasing Facial Skincare Products –Factors and Behaviour

                                                                                          • Key points
                                                                                            • Factors considered when purchasing facial care products
                                                                                                • Figure 27: Factors considered important when buying facial skincare products, May 2013
                                                                                              • Facial care products purchase behaviour
                                                                                                  • Figure 28: Facial skincare products purchase statement, May 2013
                                                                                              • The Consumer – Facial Care Products Usage Attitudes

                                                                                                • Key points
                                                                                                  • Attitudes towards facial care products usage
                                                                                                      • Figure 29: Facial skincare products usage statement, May 2013
                                                                                                    • The young are attracted by multi-purpose products…
                                                                                                      • …but higher earners are happy to pay a premium for specialised products
                                                                                                      • Key Issue – Local Brands Increasing in Market Significance

                                                                                                        • Key points
                                                                                                          • Fierce rivalry in the facial care market
                                                                                                            • International firms have bought into the local market…
                                                                                                              • …and have started to localise their brands
                                                                                                                • Expansion of the offline and online beauty retailers fuels domestic brands’ growth
                                                                                                                  • Establishing a premium position with specialised products in the domestic skincare market
                                                                                                                    • Emphasise the source of natural ingredients to attract increasingly richer Chinese women
                                                                                                                      • Figure 30: Heavy* usage frequency of facial skincare products, by income group, May 2013
                                                                                                                    • Organic ingredients
                                                                                                                      • Traditional Chinese Medicine (TCM)
                                                                                                                        • Marine Ingredients
                                                                                                                          • Other natural ingredients that domestic skincare companies are using
                                                                                                                            • Succession by riding on the South Korea fashion wave to attract the younger Chinese women
                                                                                                                              • Pursuit of packaging innovations to target the late teens and women in their early 20s
                                                                                                                                • What does it mean?
                                                                                                                                • Key Issue – An Opportunity to Encourage Consumers to Trade up to Specialist Products

                                                                                                                                  • Key points
                                                                                                                                    • Consumers are concerned with facial imperfections
                                                                                                                                        • Figure 31: Reduces the appearance of pores claims in facial care products, 2010-13(Jun)
                                                                                                                                        • Figure 32: Reduces dark circles/puffiness claims in facial care products, 2010-13 (Jun).
                                                                                                                                      • Star-solution products for facial imperfections are needed
                                                                                                                                        • Figure 33: Facial skincare products usage statement, May 2013
                                                                                                                                        • Figure 34: Facial skincare products purchase statement, May 2013
                                                                                                                                      • Grabbing women’s attention through specific facial imperfections
                                                                                                                                        • Products for enlarged pores: strengthen USP and create middle price segment to create usage entry
                                                                                                                                          • USP: Pore minimising
                                                                                                                                            • USP: Poreriser
                                                                                                                                              • USP: Pore cover
                                                                                                                                                • USP: Invisible pores
                                                                                                                                                  • Eye care potentials: product extension and enhancement on performance credibility
                                                                                                                                                      • Figure 35: New facial care product launch, 2010-13 (Jun)
                                                                                                                                                      • Figure 36: Eye care products, % by product claim, 2010-13 (Jun)
                                                                                                                                                    • Eye care essence
                                                                                                                                                      • Eye-Illuminating Youth Activator
                                                                                                                                                        • Revitalise potential to radiate dull skin
                                                                                                                                                            • Figure 37: Proportion of facial skincare products with Brightening/illuminating claims in China, UK and US, 2010-13(Jun)
                                                                                                                                                            • Figure 38: Facial care products that claim both Antioxidant and brightening properties, China, UK, and US, 2010-12
                                                                                                                                                          • Products treating multiple imperfections are emerging
                                                                                                                                                            • Middle-to-high income women can be encouraged to use home electronic facial devices
                                                                                                                                                              • Figure 39: Facial skincare products usage statement, ‘At-home electronic facial devices are just as effective as going for a facial at a beauty salon’, by monthly personal income, May 2013
                                                                                                                                                              • Figure 40: Facial skincare products purchase statement, ‘I am interested in trying beauty tools (eg cleansing instrument, facial massage tool)’, by monthly personal income, May 2013
                                                                                                                                                            • What does it mean?
                                                                                                                                                            • Key Issue – Products with ‘Free From’ Claims Are Gaining Consumers’ Attention

                                                                                                                                                              • Key points
                                                                                                                                                                • Concern over harmful ingredients in skincare products
                                                                                                                                                                  • Increasing demand for ‘free-from’ claims by younger Chinese women
                                                                                                                                                                    • Figure 41: Desired facial skincare product qualities – free from harmful ingredients, by age group, May 2013
                                                                                                                                                                  • Zero-burden facial care products rise in popularity
                                                                                                                                                                    • Only a small proportion of new products contain free-from claims
                                                                                                                                                                      • Figure 42: ‘Free-from’ claims for facial care products, 2010-June 2013
                                                                                                                                                                    • Innovation with free-from claims
                                                                                                                                                                      • Figure 43: Selected ‘free-from’ positioning claims of facial care products, 2010-13(Jun)
                                                                                                                                                                    • Free-from claims set to set increase
                                                                                                                                                                      • Additive-free products target expectant mothers or those with sensitive skin
                                                                                                                                                                        • What does it mean?
                                                                                                                                                                        • Appendix – Market Size, Segmentation and Share

                                                                                                                                                                            • Figure 44: China’s total facial skincare market actual and forecast value, 2008-2018
                                                                                                                                                                            • Figure 45: China’s facial cream and lotion market actual and forecast value, 2008-2018
                                                                                                                                                                            • Figure 46: China’s cleanser and toner market actual and forecast value, 2008-2018
                                                                                                                                                                            • Figure 47: China’s facial mask market actual and forecast value, 2008-2018
                                                                                                                                                                            • Figure 48: China’s specialised facial care market actual and forecast value, 2008-2018
                                                                                                                                                                            • Figure 49: China facial skincare companies’ market share and annual growth rate, 2010-12
                                                                                                                                                                        • Appendix – Facial Skin Concerns

                                                                                                                                                                            • Figure 50: Facial skin concerns, May 2013
                                                                                                                                                                            • Figure 51: Most popular facial skin concerns, by demographics, May 2013
                                                                                                                                                                            • Figure 52: Next most popular facial skin concerns, by demographics, May 2013
                                                                                                                                                                            • Figure 53: Other facial skin concerns, by demographics, May 2013
                                                                                                                                                                          • Repertoire analysis – Facial skin concerns
                                                                                                                                                                            • Figure 54: Repertoire of facial skin concerns, May 2013
                                                                                                                                                                            • Figure 55: Repertoire of facial skin concerns, by demographics, May 2013
                                                                                                                                                                        • Appendix – Usage Frequency of Facial Skincare Products

                                                                                                                                                                            • Figure 56: Usage frequency of facial skincare products, May 2013
                                                                                                                                                                            • Figure 57: Usage frequency of facial skincare products, May 2013 (continued)
                                                                                                                                                                            • Figure 58: Usage frequency of make-up remover (includes eye/lip/face makeup remover), by demographics, May 2013
                                                                                                                                                                            • Figure 59: usage frequency of make-up remover, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 60: Usage frequency of facial cleanser, by demographics, May 2013
                                                                                                                                                                            • Figure 61: Usage frequency of facial cleanser, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 62: Usage frequency of facial exfoliator/scrub, by demographics, May 2013
                                                                                                                                                                            • Figure 63: Usage frequency of facial exfoliator/scrub, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 64: Usage frequency of facial moisturiser/emulsion/lotion, by demographics, May 2013
                                                                                                                                                                            • Figure 65: Usage frequency of facial moisturiser/emulsion/lotion, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 66: Usage frequency of facial toner/softener, by demographics, May 2013
                                                                                                                                                                            • Figure 67: Usage frequency of facial toner/softener, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 68: Usage frequency of day cream, by demographics, May 2013
                                                                                                                                                                            • Figure 69: Usage frequency of day cream, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 70: Usage frequency of night cream, by demographics, May 2013
                                                                                                                                                                            • Figure 71: Usage frequency of night cream, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 72: Usage frequency of eye cream/gel, by demographics, May 2013
                                                                                                                                                                            • Figure 73: Usage frequency of eye cream/gel, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 74: Usage frequency of facial serum/essence/concentrate, by demographics, May 2013
                                                                                                                                                                            • Figure 75: Usage frequency of facial serum/essence/concentrate, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 76: Usage frequency of face mask or peels, by demographics, May 2013
                                                                                                                                                                            • Figure 77: Usage frequency of face mask or peels, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 78: Usage frequency of at-home electronic facial device, by demographics, May 2013
                                                                                                                                                                            • Figure 79: Usage frequency of at-home electronic facial device, by demographics, May 2013 (continued)
                                                                                                                                                                            • Figure 80: Usage frequency of bb cream, by demographics, May 2013
                                                                                                                                                                            • Figure 81: Usage frequency of bb cream, by demographics, May 2013 (continued)
                                                                                                                                                                          • Repertoire analysis – Usage of facial skincare products
                                                                                                                                                                            • Figure 82: Repertoire of usage frequency of facial skincare products, May 2013
                                                                                                                                                                            • Figure 83: Usage frequency of facial skincare products, by demographics, May 2013
                                                                                                                                                                        • Appendix – Facial Skincare Product Qualities

                                                                                                                                                                            • Figure 84: Facial skincare products qualities, May 2013
                                                                                                                                                                            • Figure 85: Most popular facial skincare products qualities, by demographics, May 2013
                                                                                                                                                                            • Figure 86: Next most popular facial skincare products qualities, by demographics, May 2013
                                                                                                                                                                            • Figure 87: Other facial skincare products qualities, by demographics, May 2013
                                                                                                                                                                            • Figure 88: Facial skincare products qualities, by most popular facial skin type, May 2013
                                                                                                                                                                            • Figure 89: Facial skincare products qualities, by next most popular facial skin type, May 2013
                                                                                                                                                                          • Repertoire analysis – Skincare product qualities
                                                                                                                                                                            • Figure 90: Repertoire of facial skincare products qualities, May 2013
                                                                                                                                                                            • Figure 91: Facial skincare products qualities, by demographics, May 2013
                                                                                                                                                                        • Appendix – Factors When Buy Facial Skincare Products

                                                                                                                                                                            • Figure 92: Factors when buying facial skincare products, May 2013
                                                                                                                                                                            • Figure 93: Most popular factors when buying facial skincare products – rank 1, by demographics, May 2013
                                                                                                                                                                            • Figure 94: Next most popular factors when buying facial skincare products – rank 1, by demographics, May 2013
                                                                                                                                                                            • Figure 95: Other factors when buying facial skincare products – rank 1, by demographics, May 2013
                                                                                                                                                                            • Figure 96: Most popular factors when buying facial skincare products – rank 2, by demographics, May 2013
                                                                                                                                                                            • Figure 97: Next most popular factors when buying facial skincare products – rank 2, by demographics, May 2013
                                                                                                                                                                            • Figure 98: Other factors when buying facial skincare products – rank 2, by demographics, May 2013
                                                                                                                                                                            • Figure 99: Most popular factors when buying facial skincare products – rank 3, by demographics, May 2013
                                                                                                                                                                            • Figure 100: Next most popular factors when buying facial skincare products – rank 3, by demographics, May 2013
                                                                                                                                                                            • Figure 101: Other factors when buying facial skincare products – rank 3, by demographics, May 2013
                                                                                                                                                                        • Appendix – Facial Skincare Products Purchase Statement

                                                                                                                                                                            • Figure 102: Facial skincare products purchase statement, May 2013
                                                                                                                                                                            • Figure 103: Most popular facial skincare products purchase statement, by demographics, May 2013
                                                                                                                                                                            • Figure 104: Next most popular facial skincare products purchase statement, by demographics, May 2013
                                                                                                                                                                            • Figure 105: Other facial skincare products purchase statement, by demographics, May 2013
                                                                                                                                                                        • Appendix – Facial Skincare Products Usage Statement

                                                                                                                                                                            • Figure 106: Facial skincare products usage statements, May 2013
                                                                                                                                                                            • Figure 107: Most popular facial skincare products usage statement, by demographics, May 2013
                                                                                                                                                                            • Figure 108: Next most popular facial skincare products usage statement, by demographics, May 2013
                                                                                                                                                                            • Figure 109: Other facial skincare products usage statement, by demographics, May 2013

                                                                                                                                                                        Companies Covered

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                                                                                                                                                                        Facial Skincare - China - July 2013

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