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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 Colour Cosmetics - 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

The China colour cosmetics market took a hit in the short term from the COVID-19 outbreak. But the consumers’ beauty demand and their enthusiasm towards makeups will remain strong in the long term. Responding quickly towards consumers’ shifted beauty priorities and easing their concerns caused by COVID-19 in the short term are recommended. It can be achieved by riding on consumers’ interests to inspire creativity for point makeup and incorporating skincare features for face base makeup products alongside furthering in makeup performances. The prosperity of the market is estimated to restore after people’s lives return to normal.

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Expert analysis from a specialist in the field

Written by Anne Yin, a leading analyst in the BPC sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 put a temporary stop on the colour cosmetics consumption due to less usage needs during outbreak. However, the market remains resilient thanks to consumers’ rigid beauty demand and widely spread enthusiasm in the long term. Opportunities lie for those brands which could build products with enhanced visual and emotional appeals to encourage collecting, inspire creativity with enhanced age inclusiveness, and suit in consumers’ usage occasions, as well as those which can leverage brand appeal and loyalty by offering product and services suits in consumers’ demands through omni-channel. Anne Yin
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
      • Key issues covered in this Report
        • Report scope
          • Excluded
            • Subgroup definition (by monthly personal income)
            • Executive Summary

                • The Market
                  • Figure 1: Total value sales of colour cosmetics market, China, 2015-25
                • Impact of COVID-19 on colour cosmetics
                  • Figure 2: Short, medium and long-term impact of COVID-19 on colour cosmetics
                • Opportunities and threats
                  • Opportunities for domestic brands to take the leadership in guiding consumption
                    • Product designs should enhance the indulgence of collecting
                      • It’s a critical time to ease safety concerns of colour trials
                        • Sell in mini to conquer spending squeeze
                          • Companies and Brands
                            • Figure 3: Leading manufacturers’ share in value sales of colour cosmetics, China, 2018-19
                          • The Consumer
                            • Prosperity from increased makeup adoption and frequency across ages
                              • Figure 4: Use of makeup in the last six months, 2019 vs 2020
                              • Figure 5: Makeup habit, 2019 vs 2020
                            • Spend more time and money, try more and buy more
                              • Figure 6: Behaviour and spending change, February 2020
                            • Enthusiasts as the largest segment and the main engine for market growth
                              • Figure 7: Consumer segmentation based on their attitudes towards makeup, February 2020
                            • An increase in demand for face colours over 2019
                              • Figure 8: Use of face makeup, February 2020
                            • Colour expressiveness could activate mature eye and eyebrow makeup items
                              • Figure 9: Use of point makeup, February 2020
                            • Offline and colour professionalism is essential for future competition
                              • Figure 10: Methods to aid point makeup selection, February 2020
                            • Domestic brands hold 27% consumers’ attention
                              • Figure 11: Brand preference, February 2020
                            • What we think
                            • Issues and Insights

                              • Facilitate sharing and self-expression for all ages
                                • The facts
                                  • The implications
                                    • Figure 12: Example of linking lip looks with personalities, China, 2020
                                    • Figure 13: Examples of multi-use colour cosmetic pen, Canada and Japan, 2029-20
                                  • Build face base makeup excel in both makeup and skincare
                                    • The facts
                                      • The implications
                                          • Figure 14: Example of setting spray products with enhanced skincare feature, China, 2020
                                        • Offline channels reinvented
                                          • The facts
                                            • The implications
                                            • The Market – What you need to know

                                              • Only single-digit growth in 2020 but will restore in 2021
                                                • Strong consumer demands and brands’ fast responses secure a quick recovery
                                                  • Lip makeup took the heaviest hit by COVID-19
                                                  • Market Size and Forecast

                                                    • Exceed RMB40 billion in 2020
                                                      • Figure 15: Total value sales of colour cosmetics market, China, 2015-25
                                                    • Impact of COVID-19 on colour cosmetics
                                                    • Market Factors

                                                      • Demand of beauty is strong and resilient
                                                        • Shortened online purchase cycle
                                                          • Brand library continues to expand
                                                            • Build the offline experience together
                                                              • Figure 16: Makeup collection store, China, 2020
                                                            • Capitals supporting future growth
                                                            • Market Segmentation

                                                                • Figure 17: Total value sales and growth of colour cosmetics market, by segment, China, 2019-20
                                                              • Eye makeup will lead market growth in 2020
                                                                • Face makeup remains steady with the largest share
                                                                  • Growth of lip segment will ease
                                                                    • Nail segment benefits from reduced nail salon visits
                                                                    • Key Players – What you need to know

                                                                      • Perfect Diary enlists top 10
                                                                        • Competing over attentions
                                                                        • Market share

                                                                          • L’Oréal further their leading place in 2019
                                                                            • Figure 18: Leading manufactures' share in value sales of colour cosmetics, China, 2018 and 2019
                                                                            • Figure 19: Examples of L’Oréal hot selling and new launched products, China, 2019
                                                                          • Remarkable growth achieved by Perfect Diary
                                                                            • Figure 20: Examples of Perfect Diary hot selling products, China, 2019-20
                                                                          • AmorePacific closing and refreshing offline stores
                                                                          • Competitive Strategies

                                                                            • Co-create with users to secure satisfaction and loyalty
                                                                              • Trials sample distributed online
                                                                                • Sell small to sell more
                                                                                  • Figure 21: Examples of smaller sized products, China, 2020
                                                                                • Selling as a game
                                                                                • Who’s Innovating?

                                                                                  • More new launches in point makeup in 2019
                                                                                    • Figure 22: New launched colour cosmetic products, by sub-category, China, January 2018-June 2020
                                                                                  • New products outrun range extension for lip colours
                                                                                    • Figure 23: New launched lip makeup products, by launch type, China, January 2018-June 2020
                                                                                  • Ethicalness stirring eye colour cosmetics with more Eco and Clean
                                                                                    • Figure 24: Ethical claims of new launched eye shadows, China, January 2018-June 2020
                                                                                    • Figure 25: Examples of glitters with enhanced biodegradable image, USA and Spain, 2019-20
                                                                                  • Foundations further in functional and product tested claims
                                                                                    • Figure 26: Top five claims categories of new launched foundations/fluid illuminators, China, January 2018-June 2020
                                                                                    • Figure 27: Top growing functional and product tested claims of new launched foundations/fluid illuminators, China, January 2018-June 2020
                                                                                    • Figure 28: Examples of foundations launched by professional skincare brands, China, 2020
                                                                                  • Built for on-the-go
                                                                                    • Figure 29: New launched colour cosmetic products with ‘on-the-go’ claim, by sub-category, China, January 2018-June 2020
                                                                                    • Figure 30: Examples of note-worthy on-the-go makeup products, South Korea, USA, and Japan, 2019-20
                                                                                  • Built with tools for elegant convenience
                                                                                    • Figure 31: Examples of makeup products facilitating an elegant usage, China and UK, 2019-20
                                                                                  • Colour with added sensorial value
                                                                                    • Figure 32: Examples of lip and face colours with a sensorial appeal, Japan and USA, 2019-20
                                                                                  • Beauty jewel to encourage collecting
                                                                                    • Figure 33: Examples of beauty jewel, China, 2020
                                                                                • The Consumer – What you need to know

                                                                                  • COVID-19 interrupted usage after a year of remarkable increase
                                                                                    • Colour cosmetics riding on consumers’ great interests
                                                                                      • One third of consumers are Enthusiasts
                                                                                        • Blushers rise in ranking among face makeup used in 2020
                                                                                          • Offline environment and professional services prioritised over online
                                                                                            • Pursuing delicate usage experience and looks
                                                                                            • Use of Makeup

                                                                                              • A surge of makeup wearing in 2020
                                                                                                • Figure 34: Use of makeup in the last six months, 2019 vs 2020
                                                                                                • Figure 35: Makeup habit, 2019 vs 2020
                                                                                              • Females aged 25-39 are now the most frequent users
                                                                                                • Figure 36: Use of makeup in the last six months – ‘yes’, by age, 2019 vs 2020
                                                                                                • Figure 37: Makeup habit, by age, February 2020
                                                                                              • Mature women in the market worth the attention
                                                                                                • COVID-19 reduced usage across makeup segments
                                                                                                  • Figure 38: Change of selected beauty products usage before vs after COVID-19 outbreak, May 2020
                                                                                              • Behaviour and Spending Change

                                                                                                • Face makeup still represents the greatest trade-up interests
                                                                                                  • Figure 39: Behaviour and spending change, February 2020
                                                                                                • Limited brand loyalty further diluted
                                                                                                  • Figure 40: Behaviour change – number of brands tried for the first time, by age, February 2020
                                                                                                • Information penetrates city tiers, but brands lagging
                                                                                                  • Figure 41: Behaviour and spending change – ‘become more’, by city tier, February 2020
                                                                                              • Attitudes towards Makeup

                                                                                                • Time to highlight fresh-keeping designs
                                                                                                  • Figure 42: Attitudes towards makeup, February 2020
                                                                                                • Young females highlight self-expression
                                                                                                  • Figure 43: Selected attitudes towards makeup – ‘any agree’, by age, February 2020
                                                                                                • Five groups of makeup users
                                                                                                  • Figure 44: Consumer segmentation based on their attitudes towards makeup, February 2020
                                                                                                  • Figure 45: Attitudes towards makeup – ‘strongly agree’, by consumer segmentation, February 2020
                                                                                                  • Figure 46: Makeup habit and look preference, by consumer segmentation, February 2020
                                                                                                  • Figure 47: Average types of makeup used, by consumer segmentation, February 2020
                                                                                              • Use of Face Makeup

                                                                                                • Blusher ranks third in usage rate
                                                                                                  • Figure 48: Use of face makeup, February 2020
                                                                                                • Younger females are more engaged in face contouring
                                                                                                  • Figure 49: Use of face makeup, by age, February 2020
                                                                                                • Setting spray should differentiate from face powder in benefits
                                                                                                • Use of Point Makeup

                                                                                                  • Lipstick, eyeliner, and eyebrow pencil/powder are top three
                                                                                                    • Figure 50: Use of point makeup, February 2020
                                                                                                  • Younger females demanding more colour expressiveness
                                                                                                    • Figure 51: Net use of point makeup for different areas, by age, February 2020
                                                                                                    • Figure 52: Use of point makeup for eye and eyebrow, by age, February 2020
                                                                                                    • Figure 53: Example of eyeliners with vibrant colours, China, 2019-20
                                                                                                  • 30-39s need a further boost in using eye colour
                                                                                                  • Methods to Aid Point Makeup Selection

                                                                                                    • Bricks-and-mortar stores remain the destination for trials
                                                                                                      • Figure 54: Methods to aid point makeup selection, February 2020
                                                                                                    • More intuitive try-on results demanded online but AR is not the only way
                                                                                                      • Colour diagnosis for all age groups
                                                                                                        • Figure 55: Demanded customised solutions, by age, February 2020
                                                                                                      • Enthusiasts eager to be engaged by brands
                                                                                                          • Figure 56: Methods to aid point makeup selection, gaps among consumer segments vs total (as benchmark), February 2020
                                                                                                      • Makeup Attitudes and Habits

                                                                                                        • Delicate tools for delicate looks
                                                                                                          • Figure 57: Makeup look and tool preference, February 2020
                                                                                                        • 27% prefer domestic brands
                                                                                                          • Figure 58: Brand preference, February 2020
                                                                                                          • Figure 59: Brand preference, by consumer segmentation, February 2020
                                                                                                        • ‘Long-lasting to omit touch-up’ is a false proposition to over half
                                                                                                          • Figure 60: Long-lasting and touch-ups, February 2020
                                                                                                          • Figure 61: Examples of face colour cosmetics with portable designs, US and China, 2019
                                                                                                      • Meet the Mintropolitans

                                                                                                        • Sell in mini to inspire creativity
                                                                                                          • Figure 62: Consumer segmentation based on their attitudes towards makeup, by consumer classification, February 2020
                                                                                                          • Figure 63: Gaps on the agreement of selected attitudes towards makeup between Mintropolitans vs Non-Mintropolitans (as benchmark), February 2020
                                                                                                        • Build a professional colour lab
                                                                                                          • Figure 64: Methods to aid point makeup selection, gap between Mintropolitans vs non-Mintropolitans (as benchmark), February 2020
                                                                                                      • Appendix – Market Size and Forecast

                                                                                                          • Figure 65: Market value of colour cosmetics, China, 2015-25
                                                                                                      • Appendix – Market Segmentation

                                                                                                          • Figure 66: Value sales of colour cosmetics market, by segment, China, 2015-19
                                                                                                          • Figure 67: Value share of colour cosmetics market, by segment, China, 2015-19
                                                                                                          • Figure 68: Annual value growth rate of colour cosmetics market, by segment, China, 2015-19
                                                                                                      • Appendix – Methodology and Abbreviations

                                                                                                        • Methodology
                                                                                                          • Abbreviations

                                                                                                          About the report

                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                          • The Consumer

                                                                                                            What They Want. Why They Want It.

                                                                                                          • The Competitors

                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                          • The Market

                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                          • The Innovations

                                                                                                            New Ideas. New Products. New Potential.

                                                                                                          • The Opportunities

                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                          • The Trends

                                                                                                            What’s Shaping Demand – Today And Tomorrow.

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

                                                                                                          Description