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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Attitudes towards Prestige BPC Products - China 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

Prestige facial skincare products have maintained their status among women who have a stronger need for effective solutions for skin problems and as a means to build up their confidence level. Category wise, consumers are willing to spend more on facial serum than eye serum. To acquire a prestige image, scientific factors including ‘developed by experienced researchers’ and ‘uses advanced processing technique’ need to be emphasised. Also, launching breakthrough products to justify premium prices is a way to attract savvy consumers.

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Expert analysis from a specialist in the field

Written by Amy Jin, 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.

Scientific factors including ‘developed by experienced researchers’ and ‘uses advanced processing technique’ are the top features linked with a prestige brand image, which implies that brands need to focus on developing better products instead of allocating their budgets on marketing-related activities, since consumers are constantly seeking better results to justify the premium prices they are paying Amy Jin
Beauty and Personal Care 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 (Prestige Products Users)
        • Executive Summary

            • Market and competition
              • The consumer
                • Facial serum and eye cream are the top products in spend
                  • Figure 1: Money spent on different products, February 2020
                • Estée Lauder and Lancôme capture large market share
                  • Figure 2: Top prestige skincare brands used in the last six months, February 2020
                • Increase skin’s firmness/elasticity is the top purpose for using prestige products
                  • Figure 3: Benefits sought when using prestige products vs regular products, February 2020
                • Advanced R&D is the key to obtaining prestige image
                  • Figure 4: Features associated with prestige skincare brands, February 2020
                • To get better results remains the top reason
                  • Figure 5: Reasons for using prestige brands, February 2020
                • Most consumers believe prestige skincare brands have the best innovation technique
                  • Figure 6: Attitudes towards prestige products, February 2020
                • What we think
                • Issues and Insights

                  • Focus on anti-ageing benefits as well as the basic need for moisturising
                    • The facts
                      • The implications
                        • Consumers seek better results from prestige brands but also know their limitations
                          • The facts
                            • The implications
                              • Brands using scientific techniques and delivering innovative images are capturing the prestige market
                                • The facts
                                  • The implications
                                    • Figure 7: Estée Lauder’s product story
                                    • Figure 8: Helena Rubinstein brand story
                                • Market and Competition – What You Need to Know

                                  • Niche international brands joining Chinese market
                                    • More ways of enhancing prestige brand image
                                    • Market Overview

                                        • Figure 9: Price positioning of new product launches in facial skincare category, China, 2017-2019
                                        • Figure 10: Price positioning of new product launches in facial skincare category, by sub-category, China, 2019
                                        • Figure 11: Money spent on different products, February 2020
                                    • Market Factors

                                      • Niche brands to enter prestige market in China
                                        • Figure 12: Niche brands opening Tmall official stores, China
                                      • Prestige brands secure high awareness through expanding retailing channels
                                        • Figure 13: Lancôme live streaming, China
                                      • Consumers prefer ingredient stories to upgrading to more premium products
                                        • Figure 14: Guerlain’s Abeille Royale serum, China
                                        • Figure 15: Decorte’s Emulsion First concept, China
                                      • Impact of COVID-19
                                        • Figure 16: BA live streaming on Tmall, China, 2020
                                        • Figure 17: Sulwhasoo’s new eye cream, China, 2020
                                    • Competitive Strategies

                                      • More marketing themes centring on female independence
                                        • Figure 18: L'Oréal Weibo post on International Women’s Day, China, 2020
                                        • Figure 19: Dior WeChat advert, China, 2020
                                      • Prestige brand image created through art exhibitions
                                        • Figure 20: SK-II art exhibition in Shanghai, China, 2019
                                        • Figure 21: Lancôme’s exhibition poster
                                      • Effective solutions for modern lifestyles
                                        • Figure 22: Clarins’ Recovery serum, China
                                        • Figure 23: Guerlain’s Midnight Secret moisturisers, China
                                      • Pairing with drinks to enhance beauty from both the inside and outside
                                        • Figure 24: Bio-E Lemon drink/Swisse juice drink, China
                                      • Show leadership in some areas
                                        • Figure 25: POLA white shot, China
                                        • Figure 26: Elixir eye cream, China
                                      • Who’s Innovating?
                                        • Flower extract ingredients
                                          • Figure 27: Facial skincare products with flower extract, China, 2019 and 2020
                                        • Anti-stress claims
                                          • Figure 28: Facial skincare products with anti-stress claims, Norway and US, 2020
                                        • More focus on dermocosmetics
                                          • Figure 29: Tula’s probiotic products, US, 2019
                                          • Figure 30: Dermocosmetics products, UK, 2020
                                      • The Consumer – What You Need to Know

                                        • Consumers are willing to pay more for facial serum than eye serum
                                          • Estée Lauder and Lancôme have the highest penetration
                                            • To increase skin’s firmness/elasticity and antioxidation are the top two reasons for using prestige brands
                                              • Using prestige brands to get better results and more confidence
                                                • Advanced R&Ds are the key to obtaining prestige image
                                                  • Prestige skincare brands are seen as having the best
                                                  • Price Spent on Different Skincare Products

                                                    • 38% of women are willing to pay over RMB500 for a facial serum
                                                      • Figure 31: Money spent on different products, February 2020
                                                    • Profile of prestige brand buyers
                                                      • Figure 32: Profile of prestige brand users vs. non-users, February 2020
                                                  • Prestige Skincare Brands Used

                                                    • Estée Lauder has the highest penetration
                                                      • Figure 33: Top prestige skincare brands used in the last six months, February 2020
                                                    • SK-II is preferred more by younger consumers
                                                      • Figure 34: Prestige skincare brands used in the last six months, by age, February 2020
                                                      • Figure 35: SK-II limited editions, 2020
                                                      • Figure 36: Estée Lauder Re-Nutriv
                                                    • Chanel and Dior snatch up more consumers in lower tier cities
                                                      • Figure 37: Prestige skincare brands used in the last six months, by city tier, February 2020
                                                  • Benefits Sought When Using Prestige Products vs Regular Products

                                                    • Increasing skin’s firmness/elasticity is the top purpose for using prestige products
                                                      • Figure 38: Benefits sought when using prestige products vs regular products, February 2020
                                                    • Prestige products face competition from other beauty methods when dealing with ageing concerns
                                                      • Figure 39: Benefits sought when using prestige products vs regular products – ‘neither’, February 2020
                                                    • Thirties and forties are turning points for using prestige products to treat fine lines and wrinkles
                                                      • Figure 40: Benefits sought when using prestige products vs regular products – ‘prestige products’, by age, February 2020
                                                  • Reasons for Using Prestige Brands

                                                    • To get better results remains the top reason
                                                      • Figure 41: Reasons for using prestige brands, February 2020
                                                      • Figure 42: Brand marketing claim
                                                    • Innovative product features becoming more of a winning factor
                                                      • Figure 43: Reasons for using prestige brands, 2018 VS 2020
                                                    • Professional services are perceived as having more importance
                                                      • Figure 44: Professional services offered, China
                                                    • Younger generations are more likely to be influenced by others
                                                      • Figure 45: Reasons for using prestige brands, by age, February 2020
                                                    • High-income consumers enjoy emotional benefits
                                                      • Figure 46: Reasons for using prestige brands, by monthly personal income, February 2020
                                                  • Features Associated with Prestige Skincare Brands

                                                    • Advanced R&D is the key to attaining prestige image…
                                                      • Figure 47: Features associated with prestige skincare brands, February 2020
                                                    • …whereas long brand history appeals to non-users
                                                      • Figure 48: Features associated with prestige brands, by usage, February 2020
                                                    • Spa service is a plus for high-income consumers
                                                      • Figure 49: Features associated with prestige brands, by monthly personal income, February 2020
                                                  • Attitudes towards Prestige Products

                                                    • Rise of domestic brands
                                                        • Figure 50: Attitudes towards prestige products, February 2020
                                                      • Provide more options to attract new users
                                                        • Figure 51: Yuesai’s natural product range, China
                                                        • Figure 52: Attitudes towards prestige products, by usage, February 2020
                                                      • Providing prestige product lines for younger consumers
                                                        • Figure 53: Attitudes towards prestige products, by age, February 2020
                                                        • Figure 54: myCLARINS blemishing cream, China, 2019
                                                    • Meet the Mintropolitans

                                                      • Similar brand usage among both Mintropolitans and non-Mintropolitans
                                                        • Figure 55: Prestige skincare brands used in the last six months, by consumer classification, February 2020
                                                      • Mintropolitans have stronger opinions about prestige brands
                                                        • Figure 56: Attitudes towards prestige products, by consumer classification, February 2020
                                                      • Mintropolitans are more interested in product R&D
                                                        • Figure 57: Features associated with prestige skincare brand, by consumer classification, February 2020
                                                      • Mintropolitans are looking for more professional services
                                                        • Figure 58: Reasons for using prestige brands, by consumer classification, February 2020
                                                    • Appendix – Methodology and Abbreviations

                                                      • Methodology
                                                        • Abbreviations

                                                        This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                        • Consumer

                                                          Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                        • Brand/Company

                                                          Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                        • Data

                                                          Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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