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Colour Cosmetics - Face - China - June 2018

“Consumers still value highly base make-up products, but focus has slightly moved to point make-up products as they are not only calling for nude look now as much as they were in 2017. The new trend found in 2018 is to achieve a delicate finish by using corresponding products for each step of make-up. Their increasing demands and confidence of using coloured products are the main reasons and highlight the potential of blusher in the near future.”
– Jessica Jin, Associate Director of Research

This report looks at the following areas:

  • Cushioning China
  • Seeking a more delicate finish
  • Shopping for colour online

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
          • Subgroup definitions (by Monthly Personal Income)
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of total value sales of face colour cosmetics market, China, 2013-23
              • Companies and brands
                • Figure 2: Market share of top 10 face colour cosmetics companies, China, 2016 and 2017
              • The consumer
                • Point make-up getting more attention
                  • Figure 3: Time and money spent on make-up, February 2018
                • Cushion products have the highest penetration
                  • Figure 4: Face colour cosmetics used in the last six months, February 2018
                • Big brands – Start late, but bright prospective
                  • Figure 5: Top brands of cushion BB/CC cream using now (over 1% mention), February 2018
                • Moisturising is appealing most, similar to that of skincare products
                  • Figure 6: Interested claims in base make-up products, February 2018
                • Nude look is no longer a key word in 2018
                  • Figure 7: Preference of make-up style, 2017 vs 2018
                • Wider range of product offering motivates online shopping most
                  • Figure 8: Online shopping drivers, February 2018
                • What we think
                • Issues and Insights

                  • Cushioning China
                    • The facts
                      • The implications
                        • Figure 9: Examples of new premium cushion products, Germany and South Korea, 2018
                      • Seeking a more delicate finish
                        • The facts
                          • The implications
                            • Figure 10: Clinique BIY Blend It Yourself Pigment Drops, UK, 2017
                            • Figure 11: Clarisonic foundation brush, China
                          • Shopping for colour online
                            • The facts
                              • The implications
                                • Figure 12: Pinterest search filter by skin tones, 2018
                            • The Market – What You Need to Know

                              • Still on rise, but challenge from point make-up
                                • Foundation dominates while blusher has great potential
                                • Market Size and Forecast

                                  • Face make-ups occupy the largest share, but lip make-ups lead the market growth
                                    • Figure 13: Sales value and annual value growth rate of colour cosmetics market, by sub-category, China, 2016-17
                                  • Expecting moderate growing pace in the next five years
                                      • Figure 14: Best- and worst-case forecast of total value sales of face colour cosmetics market, China, 2013-23
                                  • Market Factors

                                    • Appreciation of nude look still drives category growth
                                      • Point make-up gradually took the spotlight from base make-up
                                        • Colour make-up is the next trend after cushion
                                          • Korean brands stimulate face make-up, but influences getting weaker
                                          • Market Segmentation

                                            • Foundation contributes most and obtained further growth in 2017
                                              • Figure 15: Segment share of face colour cosmetics market, China, 2016 and 2017
                                            • Blusher is small but achieved the greatest momentum
                                              • Figure 16: Sales value and growth rate of face colour cosmetics market, by segment, China, 2016-17
                                          • Key Players – What You Need to Know

                                            • Stronger upward trend of local brands
                                              • More premium brands launch cushion foundation
                                                • More innovative ideas are launched overseas
                                                • Market Share

                                                  • Local brands spur the mass face colour cosmetics market
                                                    • Figure 17: Market share of top 10 face colour cosmetics companies, China, 2016 and 2017
                                                  • Local brands appeal to niche needs
                                                    • Carslan
                                                      • Figure 18: Carslan CC Perfect Cushion upgrade, China, 2017
                                                      • Figure 19: Carslan concealer products, China, 2017
                                                    • Marie Dalgar
                                                      • Figure 20: Marie Dalgar new launches of face colour cosmetics, China, 2018
                                                      • Figure 21: Marie Dalgar Kick It Off Primer, China, 2017
                                                    • Western brands strengthen base make-up technologies
                                                      • Figure 22: Giorgio Armani Power Fabric liquid foundation, China, 2018
                                                      • Figure 23: Yves Saint Laurent Fusion Ink compact foundation, China, 2017
                                                  • Competitive Strategies

                                                    • Prestige brands join cushion foundation launch trend
                                                      • Figure 24: New launches of cushion foundation of prestige brands, Asia, 2017-18
                                                    • Enhancing convenience of purchase
                                                      • Figure 25: Marie Dalgar and Carslan lipstick vending machine, China, 2017
                                                  • Who’s Innovating?

                                                    • Face powder loses its share while concealer is on rise in China
                                                      • Figure 26: New launches of face colour cosmetics, by product type, China, 2016 and 2017
                                                    • Proportion of foundation innovations is relatively lower in China than other countries
                                                      • Figure 27: New launches of face colour cosmetics, by product type, China, South Korea, Japan, UK and US, 2017
                                                    • China falls behind Japan and Korea in claiming UV protection
                                                      • Figure 28: Top selected claims in new launches of foundation/fluid illuminator, China, South Korea, Japan, UK and US, 2017
                                                    • Noteworthy innovations in China
                                                      • Foundation infused with natural ingredients
                                                        • Figure 29: Examples of foundation with natural ingredients, China, 2018
                                                      • Blusher with pressed petal image
                                                        • Figure 30: Examples of new blushers with petal image, China, 2017 and 201
                                                      • Noteworthy innovations outside China
                                                        • Cushion for sensitive skin
                                                          • Figure 31: Examples of new cushion suitable for sensitive skin, South Korea, 2017 and 2018
                                                        • Photo-friendly, suitable for selfie lovers
                                                          • Figure 32: Examples of new products delivering photo-ready finish, Indonesia and US, 2018
                                                        • Anti-pollution becomes a must-have in primer
                                                          • Figure 33: Examples of new primer with anti-pollution claims, France and US, 2017 and 2018
                                                        • New formats of mature products
                                                          • Figure 34: Examples of new formats, Netherlands and UK, 2018
                                                        • Similar to the China market, superfood brings inspiration worldwide
                                                          • Figure 35: Examples of foundations with food, UK and Germany, 2018
                                                      • The Consumer – What You Need to Know

                                                        • Young girls like to spend time on researching make-up trends
                                                          • Cushion BB/CC cream is appealing most
                                                            • Lancôme and Maybelline are most mentioned cushion brands in use
                                                              • Women in tier one cities call for more delicate finish
                                                                • Attention switching from base to point make-up products
                                                                  • Consumers aged 25-49 still prefer offline shopping for colour cosmetics
                                                                  • Time and Money Spent on Make-up

                                                                    • People involved more with make-up than last year
                                                                      • Figure 36: Involvement with make-up, February 2018
                                                                    • Younger women are enjoying make-up topics most
                                                                      • Figure 37: Involvement with make-up, by age, February 2018
                                                                    • Attention to point make-up slightly over base make-up
                                                                      • Figure 38: Time and money spent on make-up, February 2018
                                                                    • Being more prudent after age 30
                                                                      • Figure 39: More time and money spent on make-up, by age, February 2018
                                                                    • Similar proportion of consumers spend more time on re-applying than applying before going out
                                                                      • Figure 40: Time spent on applying make-up, February 2018
                                                                  • Product Usage

                                                                    • Cushion BB/CC cream exceeds liquid/cream foundation
                                                                      • Figure 41: Face colour cosmetics used in the last six months, February 2018
                                                                    • Increasing appeal of cushion to younger women
                                                                      • 20-29s use more types of products than over-30s
                                                                        • Figure 42: Face colour cosmetics used in the last six months, by age, February 2018
                                                                      • Not a significantly lower usage rate perceived in lower tier cities
                                                                        • Figure 43: Face colour cosmetics used in the last six months, by city tier, February 2018
                                                                    • Brands Used

                                                                      • International brands come top in consumer mentions of cushion in use
                                                                        • Figure 44: Top brands of cushion BB/CC cream using now (over 1% mention), February 2018
                                                                      • Korean brands appeal to early 20s more
                                                                        • Figure 45: Top brands of cushion BB/CC cream using now (over 1% mention), by age, February 2018
                                                                      • Prestige brands resonate better with mature women
                                                                        • Figure 46: Top brands of cushion BB/CC cream using now (over 1% mention), by age, February 2018
                                                                    • Interested Claims

                                                                      • Moisturising is also the most interested claim for base make-up products
                                                                        • Figure 47: Interested claims in base make-up products, February 2018
                                                                      • Younger generation have distinct needs
                                                                        • Figure 48: Interested claims in base make-up products, by age, February 2018
                                                                      • High tier cities’ urbanites endeavour to have more delicate finish
                                                                        • Figure 49: Gaps between tier one cities and tier two/three cities (as benchmark) in terms of in base make-up products, February 2018
                                                                    • Usage Habits

                                                                      • Who are the heavy users?
                                                                        • Figure 50: Habit of using make-up, by demographics, February 2018
                                                                      • Focus shifts from base to point make-up
                                                                        • Figure 51: Attention to make-up result, 2017 vs 2018
                                                                      • Nude look loses overwhelming advantage over delicate finish in 2018
                                                                        • Figure 52: Preference of make-up style, 2017 vs 2018
                                                                      • Therefore, demands for corresponding products are on the rise
                                                                        • Figure 53: Preference of make-up steps, 2017 vs 2018
                                                                      • Young women show even higher loyalty to base make-up brands
                                                                        • Figure 54: Purchase habit of base make-up, by age, February 2018
                                                                      • Opportunities for make-up tools
                                                                        • Figure 55: Habit of applying base make-up, by age, February 2018
                                                                      • Athbeauty has yet to take off in the last year
                                                                        • Figure 56: Habit of wearing make-up when doing exercise, 2017 vs 2018
                                                                    • Online Shopping Drivers

                                                                      • In-person trials are of greater importance…
                                                                        • Figure 57: Purchase habit, 2017 vs 2018
                                                                      • …but young generation skews to online shopping although offline stores are still the prioritised choices of women over 25
                                                                        • Figure 58: Preference of purchase channel, by age, February 2018
                                                                      • 20-24-year-olds are more driven by cheaper price and convenience online
                                                                        • Figure 59: Online shopping drivers, by age, February 2018
                                                                    • Meet the Mintropolitans

                                                                      • Liquid foundation differentiates most
                                                                        • Figure 60: Product usage, by consumer classification, February 2018
                                                                      • Buy more premium brands although their cushion debut in the market was late
                                                                        • Figure 61: Top brands of cushion BB/CC cream using now (over 1% mention), by consumer classification, February 2018
                                                                      • Offline shopping appeals to Mintropolitans more
                                                                        • Figure 62: Preference of purchase channel, by consumer classification, February 2018
                                                                      • Online means more products and information rather than convenience to Mintropolitans
                                                                        • Figure 63: Online shopping drivers, by consumer classification, February 2018
                                                                    • Appendix – Market Size and Forecast

                                                                        • Figure 64: Retail value sales of face colour cosmetics, China, 2013-23
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Fan chart forecast
                                                                          • Abbreviations

                                                                          Colour Cosmetics - Face - China - June 2018

                                                                          US $4,460.00 (Excl.Tax)