2020
0
Beauty Influencers – China – December 2020
2021-01-15T03:03:38+00:00
OX990802
3695
132219
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Report
en_GB
“As Chinese consumers’ purchase journeys become more complex, the influence landscape is also becoming fragmented. While traditional influencer marketing will remain important to drive brand awareness and sales, issues surrounding…

Beauty Influencers – China – December 2020

£ 3,695 (Excl.Tax)

Report Summary

“As Chinese consumers’ purchase journeys become more complex, the influence landscape is also becoming fragmented. While traditional influencer marketing will remain important to drive brand awareness and sales, issues surrounding authenticity and diversity could signal future challenges. To alleviate these concerns, beauty campaigns could feature more real consumers to leverage word-of-mouth and peer-to-peer influence, while beauty brands could also create their own influencers to represent the personality of the brand.”
– Alice Li, Senior Analyst

Key issues covered in this Report

  • Consumers’ usage of and trust in different sources of beauty information
  • Product information that consumers care about most
  • Attributes that drive consumers to follow beauty bloggers
  • Consumer perceptions of beauty brands and beauty bloggers
  • Consumer interactions with beauty brands and beauty bloggers

Table of Contents

  1. Overview

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

            • Impact of COVID-19 on beauty influencers
              • Figure 1: Short, medium and long-term impact of COVID-19 on beauty influencers, December 2020
            • The consumer
              • An online beauty discovery journey
                • Figure 2: Sources of beauty information, by gender, October 2020
              • Consumers trust their friends/families more than anyone else
                • Figure 3: Trust in sources of beauty information, October 2020
              • Reviews from real consumers are an important endorsement
                • Figure 4: Most important information about beauty products, by gender, October 2020
              • Beauty bloggers need to have not only expertise but also personality
                • Figure 5: Most important attributes of beauty bloggers, October 2020
              • Beauty brands are ethical and impartial; beauty bloggers are engaging
                • Figure 6: Perceptions of beauty brands and beauty bloggers, October 2020
              • Consumers need more encouragement to post beauty products on social media or give feedback to brands
                • Figure 7: Frequency of behaviours towards beauty bloggers and brands, October 2020
              • What we think
              • Issues and Insights

                • Consumers are in demand for aspirational realness
                  • Figure 8: Example of Glossier Feeling Like Glossier campaign, US, 2019
                  • Figure 9: Example of Drunk Elephant #barewithus campaign
                • It’s time for brands to create their own influencers
                • The Market – Key Takeaways

                  • The definition of beauty influencers has become more diversified
                  • Market Trends

                    • Virtual influencers are becoming mainstream
                      • Figure 10: Example of SK-II The Legend of Pitera, Reimagined featuring imma, Japan, 2019
                      • Figure 11: Example of Givenchy’s Chinese Valentine’s Day campaign featuring WXWZ, China, 2020
                      • Figure 12: Example of interacting with Watson’s virtual idol Wilson, China, 2019
                      • Figure 13: MG’s virtual spokesperson Sister M, China, 2020
                    • Influencer collaborations are still emerging
                      • Figure 14: Example of Make Up For Ever x Li Jiaqi collaboration, China, 2020
                    • Beauty brands start to work with more diversified celebrities
                      • Figure 15: Example of Estée Lauder Double Wear foundation campaign featuring Zhang Weili, China, 2020
                      • Figure 16: Example of L’Oréal Paris Women’s Day campaign featuring Liooon, China, 2020
                    • Consumers want to learn from professionals
                    • The Consumer – Key Takeaways

                      • Consumers look for beauty information from brands and retailers
                        • Product reviews from real consumers matter most
                          • Being professional, unique and real are most important attributes of beauty bloggers
                            • Beauty bloggers have a great influence on consumers’ purchases
                            • Sources of Beauty Information

                              • Consumers turn to online sources to learn about beauty
                                • Figure 17: Sources of beauty information, October 2020
                              • Men barely look for beauty information
                                • Figure 18: Sources of beauty information, by gender, October 2020
                                • Figure 19: Sources of beauty information, male, by city tier, October 2020
                                • Figure 20: Sources of beauty information, female, by city tier, October 2020
                              • Young women rely on multiple resources
                                • Figure 21: Sources of beauty information, female, by age, October 2020
                            • Trust in Different Information Sources

                              • Most popular information sources are not always most trusted
                                • Figure 22: Trust in sources of beauty information, October 2020
                              • Young consumers are most sceptical
                                • Figure 23: Trust in sources of beauty information – Strongly trustful, by age, October 2020
                              • High earners particularly trust friends/families and beauty brands
                                • Figure 24: Trust in sources of beauty information, by monthly personal income, October 2020
                            • Most Important Product Information

                              • Proving product performance is always the key
                                • Figure 25: Most important information about beauty products, October 2020
                              • Targeting engaged men
                                • Figure 26: Most important information about beauty products, by gender, October 2020
                              • Helping young consumers make purchase decisions
                                • Figure 27: Most important information about beauty products, October 2020
                              • Brand story is important in professional channels
                                • Figure 28: Most important information about beauty products, by information source, October 2020
                            • Most Important Attributes of Beauty Bloggers

                              • Consumers expect beauty bloggers to be professional, unique and real
                                • Figure 29: Most important attributes of beauty bloggers, October 2020
                              • Men look to interact with beauty bloggers
                                • Figure 30: Most important attributes of beauty bloggers, by gender, October 2020
                              • Priorities shift with age
                                • Figure 31: Most important attributes of beauty bloggers, by age, October 2020
                              • Popularity helps drive trust
                                • Figure 32: Most important attributes of beauty bloggers, by trust in beauty bloggers, October 2020
                            • Perceptions of Beauty Brands and Beauty Bloggers

                              • Beauty brands are ethical and impartial, but beauty bloggers are more engaging
                                • Figure 33: Perceptions of beauty brands and beauty bloggers, October 2020
                              • Older consumers are more likely to interact with beauty bloggers
                                • Figure 34: Perceptions of beauty brands and beauty bloggers – Encouraging me to interact, October 2020
                              • A wealth of product information drives consumers to interact with beauty bloggers
                                • Figure 35: Most important information about beauty products, by perceptions of beauty brands and beauty bloggers – Encourage me to interact, October 2020
                            • Interactions with Beauty Brands and Beauty Bloggers

                              • Looking for information but hardly giving feedback
                                • Figure 36: Frequency of behaviours towards beauty bloggers and brands, October 2020
                              • Lower-tier city consumers need more information before making a purchase
                                • Figure 37: Frequency of searching product information online or with brand representatives – Very often, October 2020
                              • 30-39 year olds are most likely to be influenced by beauty bloggers…
                                • Figure 38: Frequency of behaviours towards beauty bloggers – Very often, by age, October 2020
                              • …also willing to share
                                • Figure 39: Frequency of sharing beauty products or giving feedback – Very often or sometimes, by age, October 2020
                            • Appendix – Methodology and Abbreviations

                              • Consumer research methodology
                                • Abbreviations

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