Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

The Importance of Brands in Skincare Purchasing - China - November 2015

“In the crowded Chinese market where the quality of products is becoming increasingly difficult to differentiate between and more and more brands have become established, connecting with consumers on an emotional level allows brands to cut through the advertising clutter and build a deeper connection with consumers.”
– Wenwen Chen, Senior Beauty Analyst

This report answers the following questions:

  • What are the most bought skincare categories?
  • Does consumers’ brand loyalty vary from category?
  • What are consumers’ favourite skincare brands and their likelihood to be bought again?
  • What motivates consumers to choose a brand as their favourite brand over another?
  • Why do people not have a favourite skincare brand?
  • How do Mintropolitans behave towards their favourite brands?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Skincare products included in this report:
      • Executive Summary

          • The market
            • Companies and brands
              • Figure 1: Favourite skincare brand, by brand origin, August 2015
            • The consumer
              • Brand plays a significant role in skincare
                • Figure 2: Brand repertoire behaviour of popular skincare categories, August 2015
              • Visibility is vital
                • Figure 3: Purchase of popular skincare categories, August 2015
              • Emotional engagement will help brands stand out
                • Figure 4: Brand purchase motivation, August 2015
              • What we think
              • Issues and Insights

                • Brands play a significant role in skincare purchase and retention
                  • The facts
                    • The implications
                      • Visibility is vital
                        • The facts
                          • The implications
                            • Proof the quality
                              • The facts
                                • The implications
                                  • Emotional engagement to help brands build long-term affection
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Skincare market remains strong despite the slowdown
                                          • Anti-pollution segment remains strong
                                            • Beauty device will storm the anti-ageing market
                                              • Competition is intense
                                              • Market Size and Forecast

                                                • Female skincare – Solid growth ahead
                                                  • Figure 5: China female facial skincare market, value sales, 2010-14
                                                  • Figure 6: Best- and worst-case forecast of China retail value sales of female facial skincare, 2010-20
                                                • Male Skincare-Strong growth via penetration of moisturiser and toner
                                                  • Figure 7: China male facial skincare market, value sales, 2010-14
                                                  • Figure 8: Best- and worst-case forecast of China retail value sales of male facial skincare, 2010-20
                                              • Market Drivers

                                                • Government Involvement
                                                  • Overseas purchases via tourism or professional overseas purchase service
                                                    • E-commerce continues to grow and is shifting to mobile shopping
                                                      • Towards a healthier lifestyle
                                                      • Key Players – What You Need to Know

                                                        • L’Oréal is still the most influential player in China
                                                          • Korean brands are the rising stars
                                                            • Local brands become increasingly competitive
                                                              • Figure 9: Correspondence analysis – The importance of brands in skincare purchasing, August 2015
                                                          • Market Share

                                                              • Figure 10: Company market share in female facial skincare, by value, 2012-14
                                                          • Who’s Innovating?

                                                              • New ways of advertising: Sensory advertising
                                                                • Technology innovation: Virtual beauty is everywhere
                                                                  • Service innovation: Can it be easier?
                                                                    • In-store activation innovation: Disruptive In-store experience
                                                                    • The Consumer – What You Need to Know

                                                                      • Brand plays a significant role in skincare
                                                                        • Visibility could drive affection
                                                                          • Emotional engagement will help brands stand out
                                                                            • Who are disengaged with brands?
                                                                            • Purchase of Popular Skincare Categories

                                                                              • Facial cleanser is the most used and bought product while sunblock remains seasonal
                                                                                • Figure 11: Purchase of popular skincare categories, August 2015
                                                                              • Facial masks could be the new serum for low-income consumers
                                                                                • Figure 12: Purchase of popular skincare categories, by income, August 2015
                                                                              • Tier two cities show stronger purchase power on some categories
                                                                                • Figure 13: Purchase of popular skincare categories, by city tier, August 2015
                                                                            • Brand Repertoire Behaviour of Popular Skincare Categories

                                                                              • Brand plays a significant role in skincare
                                                                                • Figure 14: Brand repertoire behaviour of popular skincare categories, August 2015
                                                                              • Male consumers worth investing in more
                                                                                • Figure 15: Brand repertoire behaviour of popular skincare categories, by gender, August 2015
                                                                              • Own-label opportunity for low-income shoppers
                                                                                • Figure 16: Watsons newly launched Apple Hydrating & Refining Facial Mask, Q2 2015
                                                                            • Brand Affection

                                                                              • Visibility drives affection
                                                                                • Figure 17: Purchase of popular skincare categories, August 2015
                                                                                • Figure 18: Purchase of popular skincare categories, August 2015
                                                                              • You’re worth it
                                                                                • Figure 19: Favourite skincare brand, by brand origin, August 2015
                                                                              • Domestic brands are catching up
                                                                                • Figure 20: Favourite skincare brands, August 2015
                                                                              • Male shoppers exhibit stronger connection towards L’Oréal Paris
                                                                                • Figure 21: Brand affection, top four, August 2015
                                                                              • Female shoppers exhibit different interests across different age stages
                                                                                • Figure 22: Favourite skincare brand, by brand origin – females, by age, August 2015
                                                                              • Olay saw great acclaim in Guangzhou while Chengdu exhibits low brand engagement
                                                                                • Figure 23: Brand affection, by city, top four, August 2015
                                                                                • Figure 24: Brand affection, by city, top four, August 2015
                                                                            • Brand Retention

                                                                              • Brand affection plays an extraordinary role in retention
                                                                                • Figure 25: Likelihood to buy favourite skincare brand, August 2015
                                                                              • Low income earners show low brand commitment
                                                                                • Figure 26: Likelihood to buy favourite skincare brand, by income, August 2015
                                                                            • Favourite Brands

                                                                              • Quality, effectiveness and price
                                                                                • Figure 27: Brand purchase motivation, August 2015
                                                                              • “We don’t sell lipsticks, we sell dreams”
                                                                                • Figure 28: Brand purchase motivation, August 2015
                                                                              • Skincare will make men happy
                                                                                • Figure 29: Brand purchase motivation, by gender and age, August 2015
                                                                              • Helping older people regain confidence
                                                                                • Figure 30: Favourite brand purchase motivation, by age, August 2015
                                                                              • Adverts and customer service are more important to the high income earners
                                                                                  • Figure 31: Favourite brand purchase motivation, by income, August 2015
                                                                                • French brands are winning in terms of brand communication
                                                                                  • Figure 32: Correspondence analysis – The importance of brands in skincare purchasing, August 2015
                                                                              • Why People Do Not Have a Favourite Skincare Brand

                                                                                • Who are disengaged with brands?
                                                                                  • Figure 33: I don’t have a favourite skincare brand, by gender and age, August 2015
                                                                                • Low income earners show a greater level of brand disengagement
                                                                                  • Figure 34: I don’t have a favourite skincare brand, by income, August 2015
                                                                                • Developing a message targeting the elder group
                                                                                  • Figure 35: Purchase motivation for low brand engagement shoppers – 40-49s, by gender, August 2015
                                                                              • The Mintropolitans

                                                                                • Why Mintropolitans?
                                                                                  • Who are they?
                                                                                    • Who they are
                                                                                        • Figure 36: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                        • Figure 37: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                      • Mintropolitans demonstrate a greater level of sophistication than high income earners
                                                                                        • Figure 38: Favourite brand purchase motivation, August 2015
                                                                                      • Loyal Mintropolitans are the golden consumers
                                                                                        • Figure 39: The importance of brands in skincare purchasing– CHAID – Tree output, August 2015
                                                                                        • Figure 40: The importance of brands in skincare purchasing – CHAID – Table output, August 2015
                                                                                    • Appendix – Methodology and Definitions

                                                                                      • Survey methodology
                                                                                        • Fan chart forecast
                                                                                          • Correspondence analysis
                                                                                            • Methodology
                                                                                              • French brands are winning in terms of brand communication
                                                                                                • Figure 41: Correspondence Analysis – The importance of brands in skincare purchasing, August 2015
                                                                                              • CHAID analysis
                                                                                                • Methodology
                                                                                                  • Product involvement
                                                                                                    • High product involvement
                                                                                                      • Low product involvement
                                                                                                        • Brand association
                                                                                                          • Abbreviations

                                                                                                          Companies Covered

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

                                                                                                          The Importance of Brands in Skincare Purchasing - China - November 2015

                                                                                                          £3,170.69 (Excl.Tax)