Facial Masks - China - April 2016

“The low unit price and immediate hydration have made facial masks an essential beauty routine for most Chinese women. Considering the high levels of usage, the next step in market development will be product premiumisation and product extension.”

– Wenwen Chen, Senior Beauty Analyst

By the end of 2015, China’s total facial mask market was worth RMB 9,880 million in retail value. The market seems to be immune from China’s cooling economy. 77% of women surveyed have used sheet masks in the six months to January 2016.

Considering the saturation rate and solid facial mask routine, volume growth will be challenging. That said, consumers - especially high income earners - have shown their appetite for high-end products.

Brands could also think of new product developments and extension to drive growth. Mintel has found that good word of mouth and natural ingredients are the strongest motivations for users to try new products.

This report discusses the following key topics:

Masks have become a beauty essential for Chinese women
User knowledge of different types of mask texture is adequate
Beauty chains can still win shoppers with first-hand experience
New ways to engage users

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Overview
- What you need to know
- Products covered in this report
- Facial masks included in consumer survey
- Facial masks included in market sizing
Executive Summary
- The market
  - Figure 1: Best- and worst-case forecast of total facial mask sales in china, 2010-20
- Key players
- The consumer
- Sheet masks dominate the market
  - Figure 2: Facial mask usage, January 2016
- Good routines
  - Figure 3: Facial mask usage frequency, January 2016
- Distinct experiences from different types of masks
  - Figure 4: Correspondence analysis – Association towards different type of facial masks, January 2016
- Motivation for purchasing new masks
  - Figure 5: Motivation for purchasing a new facial mask, January 2016
- Mood to order masks
  - Figure 6: Facial mask usage routine and experience by ages, January 2016
- What we think
Issues and Insights
- Masks have become a beauty essential for Chinese women
- The facts
- The implications
- User knowledge of different types of mask texture is adequate
- The facts
- The implications
- Beauty chains can still win shoppers with first-hand experience
- The facts
- The implications
- New ways to engage users
- The facts
- The implications
The Market – What You Need to Know
- Domestic brands have become more competitive
- Growth will slow down but remains in double digits
- A dynamic market with unforeseen changes
Market Drivers
- Cross-border e-commerce continues to boom while the Government is implementing new tax regulations to remove the grey edges
- Young shoppers drive the consumption
- Domestic brands have become more competitive in the beauty sector
Market Size and Forecast
- Growth slowdown…
  - Figure 7: Facial mask value sales, 2012-15
- …however market growth will remain in double-digit growth
  - Figure 8: Best- and worst-case forecast of total facial mask sales in china, 2010-20
Market Share
- A dynamic market with unforeseen changes
- - Figure 9: Top five facial mask players in china, 2012-15
Key Players
- Yunifang, online champion
- MG, lost in translation
  - Figure 10: MG Magic Moment relaunched line, China, Q3 2015
- Inoherb, strive to be the national hero
  - Figure 11: Hua Kai Hydrating & Moisturising Mask line by Inoherb, China, Q4 2015
- MediHeal, K-beauty continues to storm China
  - Figure 12: Mediheal N.M.F Aquaring Ampoule Mask, China, Q4 2015
Who’s Innovating?
- More specific functions targeted at specific areas
  - Figure 13: Rohto Digital-Eye Mask, Japan Q3 2015
  - Figure 14: Syn-ake Spa Treatment Healing Eye Mask, Japan
- - Figure 15: Etude House Petite Beauty Winter Proof Lips Patch, South Korean, Q1 2015
  - Figure 16: Bingjuwuyu Forehead Mask, China, Q4 2015
- - Figure 17: Deary Nose Mask, Taiwan, Q2 2015
  - Figure 18: Skin Food Shea Butter Hand Mask, South Korean, Q1 2016
- Masks with prints
  - Figure 19: SNP Animal Dragon Soothing Mask, South Korea, Q2 2015
  - Figure 20: SNP Animal Panda Warming Eye Mask, Hong Kong, Q1 2016
- - Figure 21: SNP Beijing Opera Waterfull Mask, Hong Kong, Q3 2015
- New technology in masks
- Nightglow mask
  - Figure 22: Missha Nightglow Mask, South Korea, Q4 2015
- Bubble Mask
  - Figure 23: My Scheming Miss Perfect Series Black Bubble Cleansing Mask, Taiwan, Q3 2015
  - Figure 24: Milky Dress Bubbling Foaming Bomb, Hong Kong, Q4 2015
- Ultra-Fine Microfiber Sheet Mask
  - Figure 25: Dr. Jart+ Clearing Solution Ultra-Fine Microfiber Sheet Mask, South Korea, Q2 2015
- Cellulose Bio Mask
  - Figure 26: Dea Gaia Cell Refactor Cellulose Bio Mask, Japan, Q1 2016
- Two-step mask
  - Figure 27: Sexy Look 2 Step Synergy Effect Mask, Hong Kong, Q4 2015
  - Figure 28: Skin Food Boosting Juice Collagen 2-Step Mask, South Korea, Q4 2015
The Consumer – What You Need to Know
- Sheet masks are the most popular mask format
- Good routine
- Traditional bricks-and-mortar beauty chains are still the most popular destination for facial mask lovers
- Product function - WOM and natural ingredients are the key purchase motivators
- New ways of engaging users when applying masks
Facial Mask Usage
- Sheet masks are the most popular mask format
  - Figure 29: Facial mask usage at all, January 2016
- High income earners are more likely to use masks
  - Figure 30: Facial mask usage by income, January 2016
- Cross-selling opportunities for high income earners
  - Figure 31: Repertoire of facial mask usage at all, January 2016
- Facial mask has high potential in tier 3 cities
  - Figure 32: Facial mask usage at all by city tier, January 2016
Usage Frequency
- Sleeping masks are used most frequently
  - Figure 33: Facial mask usage frequency, January 2016
- Good routines
- High income women tend to apply masks more frequently
  - Figure 34: Facial mask usage frequency by income, January 2016
- - Figure 35: Pola B.A The Mask 60g, China, Q1 2015
Associations with Different Types of Masks
- Distinguished experiences from different types of masks
  - Figure 36: Correspondence analysis – Association with different type of facial masks, January 2016
- Association with mud masks
  - Figure 37: Borghese Fango Active Mud for Face and Body, Q1 2015
- Association with non-woven fabric masks
  - Figure 38: SK-II Facial Treatment Mask, USA, Q1 2015
- Association with silk masks
  - Figure 39: MG Magic Moment Beatifying Intensive Hydrating Series Ocean Ice Spring Hydration Mask, Q4 2015
- Association with bio-cellulose masks
  - Figure 40: for beloved one facial mask, Taiwan since 2004
- Association with gel mask
  - Figure 41: Peter Thomas Roth Cucumber Gel Mask, France Q1 2016
- Association with cream masks
  - Figure 42: Fresh rose face mask, France since 2005
- Good knowledge of masks requires a balanced product portfolio
Purchase Channels
- Beauty and personal retailing chains – The mask paradise
  - Figure 43: Facial mask purchase channel, January 2016
- - Figure 44: Watsons sells imported masks including Mediheal from South Korea, China, Q1 2016
  - Figure 45: Sephora mask festival, China, Q1 2016
- In-store mask studios to win back haitao shoppers
- Higher income earners are trying different channels to get what they want
  - Figure 46: Facial mask purchase channel, by demographics, January 2016
- Haitao shoppers tend to buy sleeping masks
- Tmall proves to be a popular destination for sheet masks
Motivation for Purchasing New Products
- Function, reputation and natural ingredients
  - Figure 47: Motivation for purchasing a new facial mask, January 2016
- High income earners show a different opinion
  - Figure 48: Motivation for purchasing a new facial mask by income, January 2016
- Young shoppers are more function-driven
- Tier one shoppers care the least about the mask texture
  - Figure 49: Motivation for purchasing a new facial mask by city tier, January 2016
- Fresh-made masks
Facial Mask Usage Experience
- Using facial masks is rewarding
  - Figure 50: Facial mask usage routine and experience by ages, January 2016
- Emoji on masks
- 49% said they prefer to do something else when applying a facial mask.
  - Figure 51: Facial mask usage routine and experience by ages, January 2016
- South Korean masks preferred by high income earners
  - Figure 52: Facial mask usage routine and experience by incomes, January 2016
- Sheet masks after showering
  - Figure 53: Facial mask usage – CHAID – Tree output, January 2016
The Mintropolitan
- Why Mintropolitans?
- Who are they?
- Ingredients-driven
  - Figure 54: Motivation of purchase a new facial mask, by demographics, January 2016
- Multi-benefit sheet masks for multi-tasking women
  - Figure 55: Facial mask usage routine and experience, January 2016
Appendix – Methodology and Definitions
- Methodology
- Market sizing definition
- Fan chart forecast
- Correspondence analysis
  - Figure 56: Correspondence analysis – Association towards different type of facial masks, January 2016
- CHAID analysis
  - Figure 57: Facial mask usage – CHAID – Tree output, January 2016
- Abbreviations