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Key points included

  • Serve the ‘greedy’ consumers
  • All out efforts for perfect looking skin
  • The potential of cosmetic surgery products and services

Covered in this report

China’s beauty market is expanding, driven by increased usage among consumers, particularly in the facial skincare category. But as their awareness of personal appearance rises, consumers have developed a holistic approach to beauty, expanding their requirements from basic skincare to include other beauty categories like colour cosmetics, at-home beauty devices, beauty services and cosmetic surgery. This indicates opportunities for other categories among consumers, especially younger users in their 20s as they are actively trying different ways to perfect their faces.

Expert analysis from a specialist in the field

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

Consumers’ desire for and pursuit of a better facial appearance is reflected in their increased usage of beauty products and services across different categories over the last year. Cosmetic surgery, including both skincare services and real surgeries, is considered to offer concrete results in improving facial skin. As consumers get more results-oriented and more sophisticated in skincare and makeup, their adoption of cosmetic surgery, including products based on cosmetic surgery concepts, is expected to grow in the near future Yali Jiang
Senior BPC Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Subgroup definitions (by monthly personal income):
        • Executive Summary

            • The market and competition
              • A promising market with further room for expansion
                • Competition heating up
                  • The cosmetic surgery industry is expected to grow further
                    • The consumer
                      • Mature consumers fuel fiercer competition
                        • Figure 1: Level of skincare/makeup skills, August 2019
                      • Facial skincare products win the most usage increase
                        • Figure 2: Beauty products/services usage change in the last year, August 2019
                      • Desire for more skincare benefits is main driver of more usage
                        • Figure 3: Reasons for using more facial skincare products in the last year, August 2019
                      • Consumers appreciate safer cosmetic surgery choices more
                        • Figure 4: Usage of cosmetic surgery in the last year, August 2019
                      • Consumers recognise benefits of cosmetic surgery though concerns about improper channels remain
                        • Figure 5: Attitude towards cosmetic surgery, August 2019
                      • ‘Radiant/glowing’ is the top-of-mind feature of healthy skin
                        • Figure 6: Definition of healthy skin, August 2019
                      • What we think
                      • Issues and Insights

                        • Serve the ‘greedy’ consumers
                          • The facts
                            • The implications
                              • Figure 7: DIOR CAPTURE YOUTH serum, China
                              • Figure 8: DIOR customisation for skincare, China
                              • Figure 9: Optune’s customised skincare service, Japan
                            • All out efforts for perfect looking skin
                              • The facts
                                • The implications
                                  • Figure 10: Examples of products with radiant/glow benefits, China
                                  • Figure 11: FENTY BEAUTY foundation, China
                                  • Figure 12: Examples of high cover foundation and concealers, China
                                • The potential of cosmetic surgery products and services
                                  • The facts
                                    • The implications
                                      • Figure 13: Examples of cosmetic surgery products, China
                                  • The Market and Competition – What You Need to Know

                                    • Strong demand leads to continuous expansion
                                      • Fierce competition requires further differentiation
                                      • Market Factors

                                        • Consumers’ increasing awareness, skills and expenditure on personal appearance
                                          • KOLs and KOCs leading beauty trends
                                            • Tools make skincare/makeup more effective and convenient
                                              • Figure 14: Examples of skincare/makeup tools, China
                                            • Stricter cosmetic surgery regulations help regulate the industry
                                            • Competitive Strategies

                                              • Ingredient stories draw consumers’ attention back to product performance
                                                • Figure 15: CLARINS Double Serum, China 2019
                                                • Figure 16: Estée Lauder Advanced Night Repair Intense Reset Concentration, China 2019
                                              • Cross-category blended beauty products are the new offerings
                                                • Figure 17: Examples of cross-category blended beauty products, China
                                              • Resonate with young consumers
                                                • Figure 18: Lancôme and Estée Lauder adverts featuring young celebrities, China
                                            • The Consumer – What you need to know

                                              • More than half of consumers have rich experience of skincare/makeup
                                                • Significant usage increase in facial skincare products
                                                  • Diverse needs drive consumers’ increased usage of skincare products
                                                    • Consumers tend to try non-invasive cosmetic surgery services
                                                      • Some concerns but mostly positive attitudes towards the results of cosmetic surgery
                                                        • ‘Radiant/glowing’ dominates while consumers’ idea of healthy skin differs
                                                        • Level of Skincare/Makeup Skills

                                                          • Over half of consumers are confident with their level of skincare/makeup skills
                                                            • Figure 19: Level of skincare/makeup skills, August 2019
                                                          • More women aged 25-29 are experts in skincare/makeup skills
                                                            • Figure 20: Level of skincare/makeup skills, by gender and age, August 2019
                                                          • Beijing consumers show more expertise in skincare/makeup
                                                            • Figure 21: Level of skincare/makeup skills, by city tier, August 2019
                                                            • Figure 22: Level of skincare/makeup skills, tier one city, by gender, August 2019
                                                        • Changes in Usage

                                                          • More investment seen in facial skincare products
                                                            • Figure 23: Beauty products/services usage change in the last year, August 2019
                                                          • Women lead category growth while men are gradually catching up
                                                            • Figure 24: Beauty products/services usage change in the last year, by gender, August 2019
                                                          • Women aged 25-29 actively adopting beauty products and services
                                                            • Figure 25: Beauty products/services usage change in the last year – ‘using more’, female, by age, August 2019
                                                          • Skincare/makeup experts leading usage increase
                                                            • Figure 26: Beauty products/services usage change in the last year – ‘using more’, by level of skincare/makeup skills, August 2019
                                                        • Reasons for Using More Facial Skincare Products

                                                          • Diverse needs for the same product type are the top reason for more usage
                                                            • Figure 27: Reasons for using more facial skincare products in the last year, August 2019
                                                          • More occasions and amount used drive men’s usage increase
                                                            • Figure 28: Reasons for using more facial skincare products in the last year, by gender, August 2019
                                                          • Women in their 20s are leaders of using more skincare products
                                                            • Figure 29: Reasons for using more facial skincare products in the last year, female, by age, August 2019
                                                          • Higher income consumers lead the ‘using more’ trend
                                                            • Figure 30: Reasons for using more facial skincare products in the last year, by gender and monthly personal income, August 2019
                                                        • Usage of Cosmetic Surgery

                                                          • Non-invasive services dominant in cosmetic surgery
                                                            • Figure 31: Usage of cosmetic surgery in the last year, August 2019
                                                          • Skill level is not a barrier for consumers to try anti-ageing cosmetic surgery
                                                            • Figure 32: Usage of cosmetic surgery in the last year, by level of skincare/makeup skills, August 2019
                                                          • Men have the same utilisation of cosmetic surgery for scar/acne treatment as women
                                                            • Figure 33: Usage of cosmetic surgery in the last year, by gender, August 2019
                                                          • Women over 30 have high adoption of cosmetic surgery for anti-ageing results
                                                            • Figure 34: Usage of cosmetic surgery in the last year, female, by age, August 2019
                                                          • High earning women are early adopters of all kinds of cosmetic surgery services
                                                            • Figure 35: Usage of cosmetic surgery in the last year, female, by monthly personal income, August 2019
                                                        • Attitude towards Cosmetic Surgery

                                                          • More than 90% of consumers worry about the risk of having cosmetic surgery through improper channels
                                                            • Figure 36: Attitude towards cosmetic surgery, August 2019
                                                          • Women in their 30s and 40s trust the benefits of cosmetic surgery
                                                            • Figure 37: Attitude towards cosmetic surgery – % of ‘strongly agree’, female, by age, August 2019
                                                          • Three types of consumers
                                                            • What’s their attitude?
                                                              • Figure 38: Consumer segmentation based on their attitude towards cosmetic surgery, August 2019
                                                              • Figure 39: Attitude towards cosmetic surgery –% of ‘strongly agree’, by consumer segmentation, August 2019
                                                            • Savvy consumers are the main supporters of cosmetic surgery
                                                              • Figure 40: Level of skincare/makeup skills, by consumer segmentation, August 2019
                                                            • Who are they?
                                                              • Figure 41: Consumer demographic, by consumer segmentation, August 2019
                                                          • Definition of Healthy Skin

                                                            • Nearly 30% of consumers associate healthy facial skin with ‘radiant/glowing’
                                                              • Figure 42: Definition of healthy skin, August 2019
                                                            • Men consider natural skin as healthy skin, while women consider it to be white with no acne/spots/pigments
                                                              • Figure 43: Top definition of healthy skin, by gender, August 2019
                                                              • Figure 44: Selected consumer verbatim around natural, male, August 2019
                                                              • Figure 45: Selected consumer verbatim around white, female, August 2019
                                                              • Figure 46: Selected consumer verbatim around ‘no acne’, ’no dark spots/pigments’, female, August 2019
                                                            • Different age groups have their own ideas about healthy skin
                                                                • Figure 47: Top definition of healthy skin, by age, August 2019
                                                            • Meet the Mintropolitans

                                                              • MinTs have rich experience of skincare/makeup
                                                                • Figure 48: Level of skincare/makeup skills, by consumer classification, August 2019
                                                              • MinTs aged 25-29 are the core target of beauty brands
                                                                • Figure 49: Level of skincare/makeup skills, Mintropolitans, by age, August 2019
                                                              • Both MinTs and non-MinTs have the same usage rate of cosmetic surgery for scar/acne treatment
                                                                • Figure 50: Usage of cosmetic surgery in the last year, by consumer classification, August 2019
                                                            • Appendix: Word Cloud in Mandarin

                                                                • Figure 51: Definition of healthy skin, Mandarin, August 2019
                                                            • Appendix: Methodology and Abbreviations

                                                              • Methodology
                                                                • Abbreviations

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