2021
0
China Beauty Influencers Market Report 2021
2021-12-24T03:03:49+00:00
OX1049367
3695
146501
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Report
en_GB
“Today’s consumers pay attention to a wide range of information sources to help them make purchase decisions; not only detailed introductions of ingredients and formulas, but also beauty tips and…

China Beauty Influencers Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Today’s consumers pay attention to a wide range of information sources to help them make purchase decisions; not only detailed introductions of ingredients and formulas, but also beauty tips and product usage experiences. Building a professional image remains the key to winning consumer trust in the era of information overload, and influencers need to highlight their professional backgrounds and knowledge of different brands, sharing brand history, star products and patented technology, as well as the latest beauty trends with consumers.”
– Jane Chai, Research Analyst

Key issues covered in this report

  • Consumer needs for beauty information
  • Types of beauty influencers followed by consumers
  • How consumers define professionalism towards beauty influencers
  • Consumer attitudes towards beauty influencers’ behaviours
  • Consumer engagement with and attitudes towards virtual influencers

Table of Contents

  1. Overview

      • Key issues covered in this report
        • Definitions
        • Executive Summary

            • The consumer
              • Women are the main audience for beauty influencers
                • Figure 1: Types of influencers followed, by gender, 2021
              • Women need beauty tips and product usage experience; men hardly pay attention to beauty information
                • Figure 2: Beauty information needs, by gender, 2021
              • Influence and professionalism are the key
                • Figure 3: Preferred types of beauty influencers, 2021
              • Comprehensive brand knowledge and latest beauty trends make a professional beauty influencer
                • Figure 4: Definition of professionalism of beauty influencers, 2021
              • Providing content in diversified formats increases consumers’ favourability
                • Figure 5: Attitudes towards influencer’s behaviour, 2021
              • Over half of consumers have engaged with virtual influencers in some way
                • Figure 6: Engagement with virtual influencers, 2021
              • Virtual influencers are beneficial to the brand image
                • Figure 7: Attitudes towards virtual influencers, 2021
              • What we think
              • Issues and Insights

                • Impress consumers with professionalism
                  • Figure 8: COGI’s knowledge sharing video taken by its R&D team, China, 2020-21
                  • Figure 9: Naturium’s blog ‘Lab Journal’ sharing knowledge with consumers, US, 2021
                • Complement brand image with virtual influencers
                  • Figure 10: Florasis’ virtual idol/spokesman, China, 2021
              • Market Trends

                • Leveraging the heat of the Olympic Games
                  • Figure 11: Example of Perfect Diary’s men’s skincare set collaborated with the Chinese Gymnastic Team, China, 2021
                  • Figure 12: Example of Estée Lauder’s marketing campaign featuring female athlete Yang Qian, China, 2021
                • Communicating contents through Bilibili
                  • Figure 13: Example of YSL’s marketing campaign featuring popular uploader on Bilibili, China, 2021
                  • Figure 14: Example of Lanseral’s cooperation with Incarnation, China, 2021
                • Tapping into the potential of real consumers’ endorsement
                  • Figure 15: HBN’s marketing campaign for Mother’s Day, China, 2021
                • Reaching more consumers by virtual influencers
                  • Figure 16: Newly emerged virtual influencers in China, 2021
              • Types of Influencers Followed

                • Beauty influencers have a relatively small follower base compared to other categories
                  • Figure 17: Types of influencers followed, 2021
                • Women are keen on following beauty influencers; men are far less engaged in beauty
                  • Figure 18: Types of influencers followed, by gender, 2021
                  • Figure 19: Types of influencers followed, by gender and age, 2021
              • Beauty Information Needs

                • Beauty tips and product usage experience are the most popular information among women
                  • Figure 20: Beauty information needs, female, 2021
                • Ingredients knowledge of specific products would be more attractive
                  • 30-39s women show great demand to learn about product formula/ingredients
                    • Figure 21: Beauty information needs, female, by age, 2021
                  • Men are indifferent about beauty information
                    • Figure 22: Beauty information needs, male, 2021
                • Preferred Types of Beauty Influencers

                  • Famous beauty bloggers are still the most influential
                    • Figure 23: Preferred types of beauty influencers, 2021
                  • Professional background plays a role
                    • Famous beauty bloggers are more popular among women; while virtual idols work better among male consumers
                      • Figure 24: Preferred types of beauty influencers, by gender, 2021
                    • Preferences differ among different age groups
                      • Figure 25: Preferred types of beauty influencers, by age, 2021
                    • Affluent consumers shower higher acceptance to virtual idol
                      • Figure 26: Preferred types of beauty influencers, by personal monthly income, 2021
                    • Lower tier city consumers pay more attention to ecommerce live streamers
                      • Figure 27: Preferred types of beauty influencers, by city tier, 2021
                  • Professionalism of Beauty Influencers

                    • Brand knowledge and beauty trends are the keys
                      • Figure 28: Definition of professionalism of beauty influencers, 2021
                    • Relevant working experience help influencers win trust from consumers
                      • Women care more about relevant working experience; while men recognise excellent performance of sales
                        • Figure 29: Definition of professionalism of beauty influencers, by gender, 2021
                      • Affluent consumers pay more attention to the influence of beauty influencers
                        • Figure 30: Definition of professionalism of beauty influencers, by personal monthly income, 2021
                    • Favourability towards Beauty Influencers

                      • Consumers welcome different formats of content
                        • Figure 31: Attitudes towards influencer’s behaviour, 2021
                      • Young consumers are less tolerant of harsh comments and arguing behaviours
                        • Figure 32: Attitudes towards influencer’s behaviour – often posting harsh comments towards beauty products, by age, 2021
                        • Figure 33: Attitudes towards influencer’s behaviour – arguing with other influencers/KOLs or their fans, by age, 2021
                    • Engagement with Virtual Influencers

                      • Around half of consumers have some kind of exposure to virtual idol/spokesman
                        • Figure 34: Engagement with virtual influencers, 2021
                      • 25-29s show the most favourable attitudes towards virtual idol/spokesman
                        • Figure 35: Engagement with virtual influencers, by age, 2021
                      • Lower tier city consumers do not lag behind too much
                        • Figure 36: Engagement with virtual influencers, by city tier, 2021
                    • Attitudes towards Virtual Influencers

                      • Virtual idol/spokesman helps brand build a better brand image
                        • Figure 37: Attitudes towards virtual influencers, 2021
                      • However, virtual idol/spokesman may have poor performance of sales
                        • Young men are more likely to resonate with virtual idol/spokesman
                          • Figure 38: Attitudes towards virtual influencers – virtual idol/spokesman can better represent the brand image than real ones, by gender and age, 2021
                          • Figure 39: Attitudes towards virtual influencers – brand can build closer relationship with consumers by virtual idol/spokesman, by gender and age, 2021
                        • Believers of virtual influencers would trust their recommendations
                          • Figure 40: Attitudes towards virtual influencers – agree, by trust of virtual influencers, 2021
                      • Appendix – Methodology and Abbreviations

                        • Consumer research methodology
                          • Abbreviations

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