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China Attitudes towards Anti-aging Products Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Attitudes towards Anti-aging Products market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report focuses on consumer attitudes towards aging and the use of anti-aging products.

What you need to know

The anti-aging beauty market in China will continue to grow with strong consumer demand but is facing changing dynamics. Younger consumers in their 20s are increasingly participating in the category and hope to prevent the appearance of signs of aging. Lifestyle has become the second most important factor in skin aging, urging brands to act on aging caused by lifestyle. Traditional skincare products may face challenges as beauty supplements and even cosmetic surgery become more commonplace.

Expert analysis from a specialist in the field

Written by Alice Li, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The days when anti-aging only referred to anti-wrinkle creams for over-30s are gone. Anti-aging is quickly expanding its territory to include a larger group of target consumers, a broader variety of claims (such as behavioural aging, anti-oxidation, anti-glycation) and diverse product offerings, from cosmetic surgery-like or ingestible skincare, to other articles of daily use Alice Li
Senior Beauty and Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Sub-group definitions (by monthly personal income)
        • Executive Summary

            • Market and competition
              • Expanded target audience for anti-aging
                • Anti-aging skincare is facing cross-category competition
                  • Evolving anti-aging claims
                    • China market focuses on brightening and illuminating
                      • The consumer
                        • Lifestyle emerges as the second most important factor in skin aging
                          • Figure 1: Factors influencing skin aging, by importance, February 2019
                        • Anti-aging actions are commonly taken across age groups
                          • Figure 2: Skin aging status and actions, by age, February 2019
                        • Anti-aging skincare products are not the top prioritised options
                          • Figure 3: Anti-aging actions, February 2019
                        • Healthy skin is more valued than a youthful look
                          • Figure 4: Attitudes towards anti-aging skincare products, February 2019
                        • Increasing firmness and anti-wrinkle are most sought-after claims
                          • Figure 5: Important anti-aging claims, February 2019
                        • Women are positively participating in anti-aging
                          • Figure 6: Attitudes towards appearance and aging, February 2019
                        • What we think
                        • Issues and Insights

                          • Target skin aging caused by external factors
                            • The facts
                              • The implications
                                • Figure 7: Sisley Sisleÿa L’Intégral Anti-Âge Concentrated serum, China, 2019
                                • Figure 8: Examples of sunscreen with anti-aging claims, China, 2018
                              • Provide holistic anti-aging solutions
                                • The facts
                                  • The implications
                                    • Figure 9: Pola B.A Tablet and Liquid
                                    • Figure 10: Supermood Anti-Wrinkle Pillow
                                  • How to communicate anti-aging with Chinese women?
                                    • The facts
                                      • The implications
                                        • Figure 11: Olay ‘fearless of age’ campaign, China, 2018
                                    • Market and Competition – What You Need to Know

                                      • Strong demand and cross-category competition
                                        • New target audience, new stories
                                        • Market Factors

                                          • The market benefits from an aging population
                                            • Figure 12: Female age distribution of China, 2013 and 2018
                                          • Consumers view anti-aging positively
                                            • Age is not the only factor in perceiving and combating skin aging
                                              • Micro plastic surgery is gaining popularity
                                                • Figure 13: Anti-aging skincare products inspired by cosmetic surgery, South Korea and Japan, 2017-18
                                              • Beauty supplements have higher priority than skincare products
                                                • Figure 14: Dirty Lemon + Retinol Drink, US, 2019
                                            • Competitive Strategies

                                              • Target a younger market
                                                • Figure 15: Innisfree Jeju Orchid Gel Cream, China, 2019
                                                • Figure 16: L’Oréal Youth Code Ferment Pre-Essence, China, 2018
                                              • Communicate the reasons behind skin aging
                                                • Figure 17: Clinique Daily Booster, China, 2018
                                                • Figure 18: Voorlici Cheery Blossom Snow Water + Milk, China, 2018
                                                • Figure 19: Examples of anti-aging skincare products with anti-glycation claim, China, 2018
                                              • The ingredients expert trend is expanding influence
                                                • Figure 20: Singuladerm S.O.S age serum and its ingredient introduction
                                            • Market Trends

                                              • Face/Neck care is still the biggest segment for anti-aging launches
                                                • Figure 21: New anti-aging skincare launches, by sub-category, China, 2016-19
                                              • Brightening/illuminating claim sees the greatest growth
                                                • Figure 22: Top claims of new anti-aging skincare launches, China, 2016-18
                                              • China vs developed markets
                                                • Figure 23: Top functional claims of new skincare launches, China and other countries, 2018
                                                • Figure 24: Top functional claims in new anti-aging skincare launches, China, South Korea and Japan, 2018
                                                • Figure 25: Top functional claims in new anti-aging skincare launches, China, US and UK, 2018
                                              • Who’s innovating?
                                                • Retinol alternatives
                                                  • Figure 26: Examples of anti-aging skincare products with Bakuchiol, US, 2018
                                                • Naturally-derived peptides
                                                  • Antibodies
                                                    • Figure 27: Adsorb Antibody Moist Essence Serum, US, 2018
                                                  • Human stem cells
                                                    • Figure 28: NEUR Timeless Jelly Serum, Japan, 2018
                                                • The Consumer – What You Need to Know

                                                  • Skin aging is the result of both age and lifestyle
                                                    • The majority are taking anti-aging actions
                                                      • Deep facial cleansing and sunscreen are most important
                                                        • Anti-aging is more about maintaining skin health
                                                          • Increasing firmness and anti-wrinkle are still core needs
                                                            • Consumers show positive attitudes towards anti-aging
                                                            • Factors of Skin Aging

                                                              • Skin aging is attributed to both age and lifestyle
                                                                • Figure 29: Factors influencing skin aging, by importance, February 2019
                                                              • Lifestyle is particularly important to younger consumers
                                                                • Figure 30: Factors influencing skin aging – most important, by age, February 2019
                                                                • Figure 31: Olay Weibo hot search about ‘facial cream for late sleepers’, China, 2019
                                                            • Skin Aging Status and Actions

                                                              • 80% of consumers have taken anti-aging actions
                                                                • Figure 32: Skin aging status and actions, February 2019
                                                              • Signs of aging appear mostly at age 25
                                                                • Figure 33: Skin aging status and actions, by age, February 2019
                                                            • Anti-aging Actions Taken

                                                              • Deep cleansing and sunscreen are believed the most important to anti-aging…
                                                                • Figure 34: Anti-aging actions, February 2019
                                                              • …especially to skin-aging prevention
                                                                • Figure 35: Anti-aging actions, by skin condition, February 2019
                                                              • 30s are core users of anti-aging skincare products
                                                                • Figure 36: Anti-aging actions – select items, by age, February 2019
                                                              • Eye care takes similar importance with face care
                                                                • Figure 37: Examples of anti-aging eye cream for face, China, 2019
                                                              • Younger consumers are more likely to take beauty supplements
                                                                • Figure 38: Anti-aging actions – select items, by age, February 2019
                                                              • Tier one city consumers are more active in anti-aging
                                                                • Figure 40: Anti-aging actions, by city tier, February 2019
                                                            • Attitudes towards Anti-aging Skincare Products

                                                              • Consumers take a pro-health approach towards anti-aging
                                                                • Figure 41: Attitudes towards anti-aging skincare products, February 2019
                                                              • The majority use anti-aging products as part of routine
                                                                • Figure 42: Usage habits of anti-aging skincare products, by age, February 2019
                                                                • Figure 43: Fracora Holiday Set, China, 2019
                                                                • Figure 44: Usage habits of anti-aging skincare products, by region, February 2019
                                                              • Results in short term are not very trustworthy
                                                                • Figure 45: Preference for anti-aging skincare products, February 2019
                                                            • Anti-aging Claims

                                                              • Increasing firmness resonates most while anti-wrinkle is still relevant
                                                                • Figure 46: Important anti-aging claims, February 2019
                                                              • Younger consumers pay more attention to complexion and skin tone
                                                                • Figure 47: Important anti-aging claims, by age, February 2019
                                                              • Basic anti-aging needs are more sought-after among low earners
                                                                • Figure 48: Important anti-aging claims, by monthly personal income, February 2019
                                                            • Attitudes towards Appearance and Aging

                                                              • Anti-aging is a positive thing
                                                                • Figure 49: Attitudes towards appearance and aging, February 2019
                                                              • 25-29s are more likely to feel social pressure
                                                                • Figure 50: Attitudes towards appearance and aging – strongly agree, by age, February 2019
                                                                • Figure 51: Attitudes towards appearance and aging – strongly agree, by age, February 2019
                                                            • Meet the Mintropolitans

                                                              • MinTs take more comprehensive anti-aging actions
                                                                • Figure 52: Gaps between Mintropolitans and Non-Mintropolitans (as benchmark) in terms of anti-aging actions, February 2019
                                                              • Skin barrier repair appeals to Mintropolitans
                                                                • Figure 53: Gaps between Mintropolitans and Non-Mintropolitans (as benchmark) in terms of important anti-aging claims, February 2019
                                                            • Appendix – Methodology and Abbreviations

                                                              • Methodology
                                                                • Abbreviations