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Facial Masks - China - April 2019

Covered in this report

Facial masks included in this report:

  • Sheet masks usually mean cloth or paper saturated in a high dosage of skincare ingredients for one-time use. Common sheet masks include non-woven cloth masks, silk masks, biocellulose masks, natural wood pulp masks and cotton masks.
  • Sleeping masks usually mean a gel/cream-based product that can be applied before sleep and left on overnight.
  • Rinse-off masks usually mean mud, cream, mousse or gelbased products that can be applied on the face and need to be washed off after 10-30 minutes.
  • Peel-off masks usually mean mud, cream or gel-based products that can be applied on the face and then shaped into a layer of mask after a few minutes.
  • Multi-steps masks usually have two or three steps of facial skincare, including cleanser/scrub and sheet mask.

“As a fast-growing market, the facial mask market is facing fierce competition from functional aspects to value-added emotional aspects. Consumers’ upgraded demands for mental relaxation provide an opportunity for brands to invest in a ritualised facial mask routine. Under the influence of the premiumisation trend, product innovation could be around sensitive skin such as medical masks.”
– Vicky Zhou, Research Analyst

This report will cover the following areas:

  • Ritualise facial mask routine
  • The potential of targeting sensitive skin
  • How can facial mask brands face the threat from ampoules?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Facial masks included 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 facial mask market, China, 2013-23
                • Companies and brands
                  • Figure 2: Leading brands’ share in value sales of facial masks, China, 2017 and 2018
                • The consumer
                  • Niche types gain popularity
                    • Figure 3: Facial masks used in the last six months, February 2019
                  • Increasing time and money spent on facial masks
                    • Figure 4: Time and money spent, February 2019
                  • Benefit to skin is the main driver of increasing usage frequency
                    • Figure 5: Reasons for using facial masks more frequently, February 2019
                  • Satisfaction of current result is why consumers do not increase usage frequency
                    • Figure 6: Reasons for not using facial masks more frequently, February 2019
                  • Most consumers would pay more for more essence
                    • Figure 7: Premium factors for a sheet mask, February 2019
                  • The competition between facial masks and ampoules
                    • Figure 8: Attitudes towards ampoules, by gender and age, February 2019
                  • What we think
                  • Issues and Insights

                    • Ritualise facial mask routine
                      • The facts
                        • The implications
                          • Figure 9: One Leaf sleeping mask set, China
                          • Figure 10: Olay vitality enhance sleeping mask, China, 2019
                          • Figure 11: HomeFacialPro Hydration facial mask
                        • The potential of targeting sensitive skin
                          • The facts
                            • The implications
                              • Figure 12: Caizhiji ingredient proof
                              • Figure 13: Inoherb Chinese Herbal Facial Mask, China, 2018
                            • How can facial mask brands face the threat from ampoules?
                              • The facts
                                • The implications
                                  • Figure 14: Estée Lauder Nutritious Super-Pomegranate Radiant Energy Night Cream/Mask, China, 2018
                                  • Figure 15: Olityna Micro-peptide Beauty Repair Mask Education, China
                              • The Market – What You Need to Know

                                • High-speed development
                                  • Usage frequency and upgrading demands fuel the market
                                  • Market Size and Forecast

                                    • Fast-growing market
                                      • Figure 16: Best- and worst-case forecast of total value sales of facial mask market, China, 2013-23
                                  • Market Drivers

                                    • Increasing usage frequency
                                      • Price premiumisation drives growth
                                        • Figure 17: New facial mask launches, by price tier, China, 2017 and 2018
                                        • Figure 18: New facial mask launches by premium skincare brands, China, 2018
                                      • Upgrade professionalism
                                        • Figure 19: Kefumei comfy collagen dressing
                                    • Key Players – What You Need to Know

                                      • One Leaf still leading the market
                                        • Connect with emotional appeal
                                        • Market Share

                                          • Dynamic competitive landscape
                                            • Figure 20: Leading brands’ share in value sales of facial masks, China, 2017 and 2018
                                          • One Leaf shows strong competitiveness
                                            • Figure 21: One Leaf facial masks targeting sensitive skin, China, 2018
                                          • Online brands have different stories
                                          • Competitive Strategies

                                            • Be more fashion-based
                                              • Figure 22: Dr. Morita cooperated with Daniel Wong, China, 2018
                                              • Figure 23: Mask Family cooperated with Lanyu facial mask set, China, 2018
                                            • Interactive user experience
                                              • Figure 24: Wetherm talking facial mask, China, 2018
                                              • Figure 25: Innisfree music facial mask, China, 2018
                                            • Cross-category creates online buzz
                                              • Figure 26: Facial mask launched by Chando and Huggies, China, 2018
                                              • Figure 27: Facial mask launched by Chunji and Qiaqia Food, China, 2019
                                          • Who’s Innovating?

                                            • Brightening/illuminating claims are growing fast
                                              • Figure 28: Top claims in new facial mask launches, China, 2017 and 2018
                                            • For sensitive skin
                                              • Figure 29: New facial mask launches for sensitive skin, China, 2018
                                            • Inspired by food and drink
                                              • Figure 30: New facial mask launches with food format, Japan and South Korea, 2018-19
                                            • V-mask for lifting
                                              • Figure 31: New V-mask launches for lifting, China, 2018
                                            • Dry mask
                                              • Figure 32: New dry mask launches, Global, 2018
                                            • Different occasions
                                              • Figure 33: New facial mask launches targeting different occasions, South Korea and US, 2018-19
                                            • Male mask targeting shaving zone
                                              • Figure 34: New facial mask launches targeting male shaving zone, South Korea, 2018
                                            • Stick format
                                              • Figure 35: New facial mask launches with stick format, UK and US, 2018-19
                                          • The Consumer – What You Need to Know

                                            • Both men and women have high usage of facial masks
                                              • Consumers are contributing both time and money to facial masks
                                                • Desire for better skin is the main driver
                                                  • Younger consumers are more sceptical towards facial masks
                                                    • Men-targeted masks need paying attention to
                                                      • Facial masks are more used to improve skin condition quickly
                                                      • Product Usage

                                                        • Willing to try innovative types of masks
                                                          • Figure 36: Facial masks used in the last six months, February 2019
                                                          • Figure 37: About Me line-engraving facial mask, China
                                                          • Figure 38: Jayjun Minions Mini Mask
                                                        • Women are still the main users but men are not too far behind
                                                          • Figure 39: Facial masks used in the last six months, by gender, February 2019
                                                        • Women in late 20s are worth noticing
                                                          • Figure 40: Facial masks used in the last six months – Females, by age, February 2019
                                                        • High earners use more niche types
                                                          • Figure 41: Facial masks used in the last six months, by monthly personal income, February 2019
                                                      • Time and Money Spent

                                                        • About half of consumers increased both money and time spent on facial masks
                                                          • Figure 42: Time and money spent, February 2019
                                                        • Although men are behind, the gap is small
                                                          • Figure 43: Time and money spent, by gender, February 2019
                                                        • Consumers in their early 20s are more willing to invest time than others
                                                          • Figure 44: Time and money spent, by age, February 2019
                                                        • High earners want to enjoy more ‘me-moments’
                                                          • Figure 45: Time and money spent, by monthly personal income, February 2019
                                                      • Reasons for Using Facial Masks More Frequently

                                                        • Using more masks is believed to be a way to take better care of skin…
                                                          • Figure 46: Reasons for using facial masks more frequently, February 2019
                                                        • …while high earners have treated it as a daily routine
                                                          • Figure 47: Reasons for using facial masks more frequently, by monthly personal income, February 2019
                                                      • Reasons for Not Using Facial Masks More Frequently

                                                        • Concerns are not the top reason for less frequent usage
                                                          • Figure 48: Reasons for not using facial masks more frequently, February 2019
                                                        • Different levels of concern about damage to skin barrier
                                                          • Figure 49: Reasons for not using facial masks more frequently, by age, February 2019
                                                      • Premium Factors

                                                        • Essence is the core factor of facial masks to charge a premium
                                                          • Figure 50: Premium factors for a sheet mask, February 2019
                                                          • Figure 51: Dr Plant dendrobium facial mask, China
                                                        • Invest in male-specific masks
                                                          • Figure 52: Premium factors for a sheet mask, by gender, February 2019
                                                        • Consumers aged 25-29 have distinct demands
                                                          • Figure 53: Premium factors for a sheet mask, by age, February 2019
                                                      • Attitudes towards Facial Masks

                                                        • Facial masks cannot replace emulsion/essence
                                                          • Figure 54: Usage habit, by select demographics, February 2019
                                                        • Increasing usage for both emulsion/essence and facial masks compared to 2017
                                                          • Figure 55: Usage habit – Females, 2017 vs 2019
                                                        • Foreign brands win slightly, continuing from 2017 to today
                                                          • Figure 56: Brand preference – Females, 2017 vs 2019
                                                        • Light and thin texture is still more favoured
                                                          • Figure 57: Texture preference – Females, 2017 vs 2019
                                                        • High earners and females take facial masks as a daily routine
                                                          • Figure 58: Usage occasion, by gender and monthly personal income, February 2019
                                                        • 20-24 year olds are more positive about ampoules than others
                                                          • Figure 59: Attitudes towards ampoules, by gender and age, February 2019
                                                        • Younger consumers prefer buying online more
                                                          • Figure 60: Purchase channel, by age, February 2019
                                                      • Meet the Mintropolitans

                                                        • Mintropolitans have higher usage than Non-Mintropolitans
                                                          • Figure 61: Product usage, by consumer classification, February 2019
                                                        • Mintropolitans have higher demands
                                                          • Figure 62: Premium factors for a sheet mask, by consumer classification, February 2019
                                                        • Slightly more positive towards ampoules
                                                          • Figure 63: Attitudes towards ampoules, by consumer classification, February 2019
                                                      • Appendix – Market Size and Forecast

                                                          • Figure 64: Total value sales of facial mask market, China, 2013-23
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Fan chart forecast
                                                            • Abbreviations

                                                            Facial Masks - China - April 2019

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