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Description

Description

“Fierce competition in the facial masks market before COVID-19 has resulted in increasing communication costs and homogenisation. Opportunities now lie in exploring innovations to tackle skin issues triggered by new lifestyles (eg wearing face masks when in public) after COVID-19 outbreak, premiumisation via anti-aging facial masks targeting women aged above 25, increasing usage frequency among female users through greater focus on skin barrier protection and further segmentation into niche occasions, as well as investing in education to drive penetration among men.”
– Anne Yin, Associate Analyst, 30 April 2020

This report looks at the following areas:

  • The impact of COVID-19 on consumer behaviour and the facial masks market
  • How the market should react to the post-COVID-19
  • The performance of leading brands in 2019
  • Launch activity and consumer interest in innovation
  • Consumers’ usage of facial masks
  • Adopted price range of one piece of sheet mask

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
                  • COVID-19 will slow growth in 2020 but long term growth will continue unchanged
                      • Figure 1: Forecast of total value sales of facial masks (adjusted for COVID-19), China, 2014-24
                    • Impact of COVID-19 on facial masks
                      • Long-term impact will be limited
                        • Figure 2: Short, medium and long term impact of COVID-19 on facial masks
                      • Companies and Brands
                        • Figure 3: Leading brands’ share in value sales of facial mask market, China, 2018 and 2019
                      • The Consumer
                        • The usage penetration is stable over the past two years
                          • Figure 4: Facial masks used in the last six months, by gender, 2018 and 2019
                        • Majority use facial masks several times a week
                          • Figure 5: Usage frequency of facial masks, by gender, December 2019
                        • Time to further expand usage occasions although some are limited due to COVID-19
                            • Figure 6: Usage occasions and potentials of facial masks, December 2019
                          • Consumers demand faster absorption and higher ingredient content
                            • Figure 7: Features attracting trials, December 2019
                          • Segmented market with different attitudes towards functions and trends
                              • Figure 8: Consumer segmentation based on their attitudes towards facial masks, December 2019
                            • Sheet masks should consider an optimal price of RMB10 per piece
                              • Figure 9: Price sensitivity – threshold prices of one piece of sheet mask, December 2019
                            • What we think
                            • The Impact of COVID-19 on Facial Masks

                                • Figure 10: Short, medium and long term impact of COVID-19 on facial masks
                              • Opportunities and threats
                                • Changing from nice-to-have to a skincare necessity
                                  • Tapping into salon visitors’ needs for more in-home skincare routines
                                    • Figure 11: Proya Black Sea Salt Deep Purifying Bubble SPA Mask, China, 2019
                                  • Impact on the market
                                    • Marginal impact from COVID-19 in short term
                                        • Figure 12: Forecast of total value sales of facial masks, China, 2014-24
                                        • Figure 13: Forecast of total value sales of facial masks (adjusted for COVID-19), China, 2014-24
                                      • Shifts in consumer behaviour
                                        • Shifting spending from beauty to personal care products
                                          • Figure 14: Change in spending on BPC, January to April 2020
                                        • One fifth still spend more time and money on facial skincare during the outbreak
                                          • Figure 15: Changes in usage of facial skincare products, 25 March- 1 April, 2020
                                        • Long hours of wearing face masks may lead to more skin issues
                                          • Figure 16: Frequency of new habits due to outbreak – ‘everyday or almost everyday’, 28 February-1 April, 2020
                                        • How COVID-19 will affect key consumer segments
                                          • Women under 30s still most enthusiasm in beauty
                                            • Figure 17: Time spent on facial skincare routine compared to before outbreak – ‘more or about the same’, by age and gender, 28 February – 1 April, 2020
                                          • Opportunities in targeting men especially those in their 30s
                                            • How COVID-19 will reshape the industry
                                              • More cautious spending when consumers feel the income squeeze
                                                  • Figure 18: Ways of control spending on beauty and personal care products, January 2020
                                                • Rethink about targeting occasions
                                                  • Impact on the marketing mix
                                                    • Be smart about pricing tactics
                                                      • Figure 19: Caizhiji soothing facial mask for sensitive skin, China, 2020
                                                    • Leverage Chinese wisdom and culture in new product innovation
                                                      • Figure 20: Facial masks with Chinese elements, China, 2020
                                                    • Dedicated-design facial masks to tackle pain points of wearing face mask
                                                      • Figure 21: Mask Family Acne Skin Repair Gauze Facial Mask, China, 2020
                                                    • E-commerce brands need to avoid ambitious channel expansion to offline channels during time of uncertainty
                                                      • COVID-19: China context
                                                        • Figure 22: Accumulative confirmed cases of COVID-19 in China, January to April 2020
                                                        • Figure 23: Status of returning to work, China, March and April 2020
                                                    • Issues and Insights

                                                      • Responding to the changes in COVID-19 outbreak – A shift in communicationThe facts
                                                        • The implications
                                                          • Responding to the changes in COVID-19 outbreak – Pay attention to emerging demands
                                                            • The facts
                                                              • The implications
                                                                • Figure 24: Nox Bellcow Soothing and Repairing facial masks, China 2020
                                                                • Figure 25: SUISO MASK offering skincare benefits to masked face area, Japan, 2020
                                                                • Figure 26: Example of facial masks with two separated sections, UK, 2019
                                                              • How to accelerate usage frequency
                                                                • The facts
                                                                  • The implications
                                                                    • Figure 27: Example of facial masks that work with beauty devices, UK, 2019
                                                                  • Domestic brands can tag on premiumisation
                                                                    • The facts
                                                                      • The implications
                                                                        • Future incremental opportunities in the male market
                                                                          • The facts
                                                                            • The implications
                                                                              • Figure 28: Neutrogena 3D printed facial mask, 2019
                                                                          • The Market – What you need to know

                                                                            • A fast growing market despite a short term impact from COVID-19
                                                                              • Compacted players attracting and diverting consumers’ great interest
                                                                              • Market size and forecast

                                                                                • A RMB31.5 billion market in fast but slowing growth
                                                                                  • Minimal impact caused by COVID-19
                                                                                    • Figure 29: Forecast of total value sales of facial masks, China, 2014-24
                                                                                  • Short-term impact in 2020
                                                                                    • Long-term impact in next five years
                                                                                      • Figure 30: Forecast of total value sales of facial masks (adjusted for COVID-19), China, 2014-24
                                                                                  • Market Factors

                                                                                    • Increase frequency and consumption for better skin condition
                                                                                      • Brand library more compacted by players with various stories
                                                                                        • Figure 31: Examples of OEM/ODM launched facial masks, China, 2019-20
                                                                                      • Online channels drive the red ocean competition
                                                                                        • Medical masks have gained popularity but now face restraints
                                                                                        • Key Players – What you need to know

                                                                                          • A further fragmented market led by domestic brands
                                                                                            • Invest in WOM and professionalism
                                                                                            • Market Share

                                                                                              • A more fragmented market
                                                                                                • Figure 32: Leading brands’ share of value sales in the facial mask market, China, 2018 and 2019
                                                                                              • WIS winning thanks to professional image among young consumers
                                                                                                • Yunifang seeing a bottleneck
                                                                                                  • Other brands worth noting
                                                                                                    • Figure 33: Examples of hot-selling facial masks, China, 2019
                                                                                                    • Figure 34: MG new launches, China, 2019
                                                                                                • Competitive Strategies

                                                                                                  • Leveraging celebrities and KOLs to stay top-of-mind
                                                                                                    • Build social currency with fun appearance
                                                                                                      • Figure 35: Kiehl’s communicates fun experience when using masks, China, 2019
                                                                                                    • Imported formula and sheets to premiumise
                                                                                                      • Figure 36: Example of facial masks featuring imported formula and sheet technologies, China, 2019
                                                                                                    • Professionals build a sheet material library
                                                                                                      • Figure 37: Dr.Jart+ sheet material library, China, 2020
                                                                                                  • Who’s Innovating?

                                                                                                    • Mass priced new launches brings homogenises with basic functions
                                                                                                      • Figure 38: Changes in beauty price positioning of newly launched sheet masks, China, 2018-19
                                                                                                      • Figure 39: top 15 claims of newly launched sheet masks, China, 2018-19
                                                                                                    • Significant increase in sensitive skin claims
                                                                                                      • New concept and technology to lock in moisture
                                                                                                        • Figure 40: Est Fine Fiber series, China, 2020
                                                                                                      • Technology on sheets to boost absorption
                                                                                                        • Figure 41: Reziena Smart Mask featuring Iontophoersis and LED technology on mask sheet, South Korea, 2020
                                                                                                      • CBD ingredients in sheet masks
                                                                                                        • Figure 42: Examples of new facial masks featuring CBD, China, 2019
                                                                                                      • Sheet material innovation to deliver skin benefits without serum
                                                                                                        • TCM ingredients utilised by domestic TCM brands
                                                                                                          • Figure 43: Examples of products in foreign markets using ginseng as an ingredient, US and UK, 2019-20
                                                                                                          • Figure 44: Examples of domestic brands featuring TCM ingredients, China, 2019
                                                                                                        • Developed for morning occasions
                                                                                                          • Figure 45: Example of sheet mask with cutting suitable for morning wash up, South Korea, 2019
                                                                                                      • The Consumer – What you need to know

                                                                                                        • Bottleneck appears for the penetration of different formats
                                                                                                          • High usage frequency for both women and men
                                                                                                            • Opportunities exist besides the pre-sleep and first-aid occasions
                                                                                                              • 76% demand faster absorption
                                                                                                                • 27% are Rational Users
                                                                                                                  • RMB10 is the optimal price per sheet
                                                                                                                  • Usage of Facial Masks

                                                                                                                    • Women remain dominant, but men in progress of adopting formats
                                                                                                                      • Figure 46: Facial masks used in the last six months, by gender, December 2019
                                                                                                                    • No sign of deepening usage penetration
                                                                                                                      • Figure 47: Facial masks used in the last six months, by gender, 2018 vs 2019
                                                                                                                    • Younger females like masks for dedicated treatments
                                                                                                                      • Figure 48: Facial masks used in the last six months, by gender and age, December 2019
                                                                                                                    • Niche formats allow users to better treat themselves, no matter where
                                                                                                                      • Figure 49: Facial masks used in the last six months, by monthly personal income, December 2019
                                                                                                                  • Usage Frequency of Facial Masks

                                                                                                                    • Over 90% are using facial masks every week
                                                                                                                      • Figure 50: Usage frequency of facial masks, by gender, December 2019
                                                                                                                    • 18 to 29-year-old women are most frequent users
                                                                                                                      • Figure 51: Usage frequency of facial masks, by gender and age, December 2019
                                                                                                                    • Using a facial mask every day is a lifestyle for 18% of affluent consumers
                                                                                                                      • Figure 52: Usage frequency of facial masks, by selected demographic, December 2019
                                                                                                                  • Usage Occasions and Potentials

                                                                                                                    • Pre-sleep and emergency occasions are reaching a bottleneck
                                                                                                                      • Figure 53: Example of masks featuring relaxation benefit, Japan and South Korea, 2019
                                                                                                                      • Figure 54: Usage occasions and potentials of facial masks, December 2019
                                                                                                                    • Great opportunities to target new occasions
                                                                                                                      • Figure 55: Usage frequency of facial masks – ‘no, but are willing to use in the future’, by gender and age, December 2019
                                                                                                                    • Further segmentation of primer facial masks
                                                                                                                      • Figure 56: Usage frequency of facial masks – ‘before applying makeup’, female, by age, December 2019
                                                                                                                      • Figure 57: Example of primer masks combining skincare and makeup functions, China, 2019
                                                                                                                  • Features Attracting Trial

                                                                                                                    • Find a balance between more ingredient content and faster absorption
                                                                                                                      • Figure 58: Features attracting trial, December 2019
                                                                                                                    • Men interested in thicker sheets and TCM
                                                                                                                      • Figure 59: Features attracting trial, females vs males (as benchmark), December 2019
                                                                                                                      • Figure 60: TURF analysis of features attracting trial, male, December 2019
                                                                                                                    • Warm sensations worth noticing
                                                                                                                      • Figure 61: Features attracting trial, by gender and age, December 2019
                                                                                                                      • Figure 62: TURF analysis of features attracting trial, 25-29yrs, December 2019
                                                                                                                    • Younger users demanding more fun besides functionalities
                                                                                                                      • Figure 63: TURF analysis of features attracting trials, 18-24yrs, December 2019
                                                                                                                  • Attitudes towards Facial Masks

                                                                                                                    • 91% tend to know more about ingredient information
                                                                                                                      • Figure 64: Attitudes towards facial masks, December 2019
                                                                                                                    • Younger consumers are more sceptical
                                                                                                                      • Figure 65: Sceptical attitudes towards facial masks, by age, December 2019
                                                                                                                    • Five groups of facial mask users
                                                                                                                      • Figure 66: Consumer segmentation based on attitudes towards facial masks, December 2019
                                                                                                                      • Figure 67: Attitudes towards facial masks – ‘strongly agree’, by consumer segmentation, December 2019
                                                                                                                  • Optimal Pricing for Sheet Masks

                                                                                                                    • Ideal price for one piece of sheet mask according to consumers
                                                                                                                      • Figure 68: Price sensitivity – optimal price of one piece of sheet mask, December 2019
                                                                                                                      • Figure 69: Price sensitivity – threshold prices of one piece of sheet mask, December 2019
                                                                                                                    • 25-39 year olds are willing to spend slightly more
                                                                                                                      • Figure 70: Price sensitivity - ‘expensive but still consider buying’, mean value, by gender and age, December 2019
                                                                                                                  • Meet the Mintropolitans

                                                                                                                    • Mintropolitans use masks more frequently across diverse occasions
                                                                                                                      • Figure 71: Usage frequency of facial masks, by consumer classification, December 2019
                                                                                                                      • Figure 72: Usage occasions and potentials of facial masks – ‘yes’, by consumer classification, December 2019
                                                                                                                    • Mintropolitans are more ingredient oriented
                                                                                                                      • Figure 73: Features attracting trials, Mintropolitans vs Non-Mintropolitans (as benchmark), December 2019
                                                                                                                  • Appendix – Methodology and Abbreviations

                                                                                                                    • Methodology
                                                                                                                      • Price sensitivity analysis
                                                                                                                        • TURF
                                                                                                                          • Forecast 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.

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