Skincare - China - September 2012
Furthermore, increasing urbanisation also attracts a great migration of Chinese into the urban cities from rural areas for the better working opportunities offered in the urban cities with much higher pay, and with increasing wealth, consumers are looking to trade up and are starting to demand more from the products they are paying for.
Meanwhile, as more foreign investors set up business in China, they bring in new technology and foreign culture as well. The Chinese thus become exposed to all the latest trends, new technology and even new culture. In particular, the younger generation is willing to try to purchase new products and adapt to new things and experiences.
These factors position China as a very attractive market to manufacturers of personal care products, both local and international. Also, the expansion and the development of the retail infrastructure have helped a lot in spreading the skincare market much wider across China regions.
Chinese women nowadays are receiving higher education, getting equal employment opportunities, and are gaining increasing financial independence. They are now looking at beauty purchases as investments for their successful careers, especially those who work in the higher tier cities.
These women are placing a lot of emphasis on facial skincare and their expectations are getting higher and higher, whether they live in Shanghai, Beijing or less developed areas, which indicates not only that research and development in China has become crucial to brands in creating excellent skincare products, but also that it is critical that companies understand these most demanding consumers and that products meet their needs.
- How is the skincare market developing in China? What have international and local companies been doing in order to grow, given the fierce competition in the market?
- With consumers having been exposed to so many chemical ingredient scares and experiencing sensitive skin, how can ingredient innovation win consumers’ confidence in products?
- Is skincare product innovation fulfilling the needs of Chinese consumers, and given there are so many influences from the West and also from other regions. What are the main opportunities? How do brands stand out from the crowd?
- Despite there being so many skincare products in the Chinese market, is these products’ usage being fully exploited? Can a company specialise itself in certain products, usage occasions or even consumer groups to differentiate itself in the crowded market?
- How can brands distribute their products to meet consumer demand? There is a growing demand among women for de-stressing and skin pampering moments; what can skincare companies do to fulfil it?
This skincare report covers the retail market for facial and body care products for women in the People’s Republic of China. Market value is based on sales to consumers through all retail channels including direct to consumer. It includes mass-market and prestige lines, but excludes the professional sector, including beauty salons.
The skincare market has two sub-sectors, which are defined below.
- Moisturisers and skin foods for daytime use under make-up or at night.
- Serum applications for intensive moisturisation.
- Anti-agers/Wrinkle fillers.
- Cleansing creams, lotions, gels and wipes for the face and eye area, used principally for cleaning the skin and removal of make-up.
- Astringents, toners and fresheners, used as the second stage in ‘regime ranges’, claimed to remove the remains of cleanser and to tighten the pores after cleansing.
- Facial scrubs and exfoliating creams/waxes, glycolic peels and microdermabrasion kits/products.
- Facial packs/masks and exfoliating masks, used less frequently for deep cleansing.
- Specialist treatments for the lips, nose, eyes and neck.
- Pore strips for cleansing.
- Acne treatments.
- BB cream.
- Hand & Nail
- Hand – Moisturising creams/lotions & Anti-ageing.
- Nail – Nourisher/moisturiser & Cuticle cream/ridge filler.
- Foot – Cream/balms/wipes
- General – Body/Bust
- Exfoliates/scrubs, eg polishing grains, scrubs.
- Moisturisers/hydrators/nourishing in any formats and also including those that match or are line extensions to female fragrances – body butters.
- Others (eg, body care sets).
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