2020
0
China Attitudes towards J-Beauty and K-Beauty Market Report 2020
2020-09-16T15:32:35+01:00
OX990392
3695
124921
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Report
en_GB
“J-beauty brands are perceived as professional and hi-tech, helping justify their premium pricing in the China market and meet consumers’ demand for trading up. While K-beauty brands have an image…

China Attitudes towards J-Beauty and K-Beauty Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the China Attitudes Towards J-Beauty and K-Beauty market including the behaviours, preferences and habits of the consumer.

Chinese consumers hold an open mind towards overseas BPC products and trust their efficacy and quality. They also believe in the better suitability for skin of Asian brands, particularly K-beauty and J-beauty brands. This Report shows consumers’ change in attitude towards K-beauty and J-beauty over the past three years. J-beauty has seen momentum build up behind it thanks to its professional and hi-tech image, while K-beauty faces risks maintaining its success as many brands have closed their singlebrand stores in the China market.

The COVID-19 outbreak in 2020 has multiplied the uncertainties confronting J-beauty and K-beauty brands given the disruption to their purchase channels, particularly for brands without online distribution strategies. Rising localism will boost sales of C-beauty brands, challenging the positions of J-beauty and K-beauty brands further. Meanwhile, financial stress due to COVID-19 will make Chinese consumers more prudent when purchasing BPC products. If budgets are tight, they will likely spend more money on facial skincare products rather than colour cosmetics.

Read on to discover more details or take a look at all of our China Beauty market research.

Quickly understand

  • The impact of COVID-19 on consumer attitudes towards J-beauty and K-beauty.
  • The strategies of J-beauty and K-beauty in the China market.
  • New product innovations in J-beauty and K-beauty.
  • Consumers’ preference for J-beauty, K-beauty and C-beauty.
  • Consumers’ perception of J-beauty, K-beauty and C-beauty. skincare and colour cosmetics products brands.

Covered in this report

Core focus:  This Report focuses on consumer attitudes towards Japanese and Korean beauty products and the use of the following products: Facial skincare (eg cleanser, toner, moisturiser/lotion, serum/ essence, eye cream/essence, oil, mask, sun protection, etc). Color cosmetics (eg, cushion BB/CC cream, foundation, highlighter, concealer, blusher, mascara, eyeliner, eye shadow, eyebrow definer, lipstick, lip gloss and nail polish etc).

Brands featured: SK-II, The History of WHOO, AHC, Freeplus, Innisfree, Laneige, 3CE, Perfect Diary, Chando, Pechoin, Wis, Proya and many more.

Expert analysis from a specialist in the field

Written by Jessica Jin, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

J-beauty brands are perceived as professional and hi-tech, helping justify their premium pricing in the China market and meet consumers’ demand for trading up. While K-beauty brands have an image of being fun, youth and fashionable, they face a rising challenge from C-beauty brands, which have a similar price positioning and have gained support from consumers’ rising localism, particularly during the COVID-19 period.

Jessica Jin
Category Director

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Report scope
    • Subgroup definition (by monthly personal income)
  2. Executive Summary

    • Market and competition
    • Impact of COVID-19 on J-beauty and K-beauty products
    • K-beauty under more pressure than J-beauty during the outbreak
      • Figure 1: Short, medium and long term impact of COVID-19 on J-beauty and K-beauty products, July 2020
    • The consumer
    • Only about half of men have used facial skincare products in the last six months
      • Figure 2: Product usage in the last six months, by gender, April 2020
    • Japanese brands threatening Chinese brands’ leading position in facial skincare category
      • Figure 3: Country preference for beauty and personal care products, April 2020
    • Patriotic attitudes drive the purchase of Chinese brands most
      • Figure 4: Purchase factors for Chinese brands in the last six months, April 2020
    • Japanese skincare brands enjoy professional and hi-tech image
      • Figure 5: Correspondence analysis of brand perceptions of facial skincare, April 2020
    • South Korean makeup brands linked more with fun, youthful and fashionable perceptions
      • Figure 6: Correspondence analysis of brand perceptions of colour cosmetics, April 2020
    • Nearly 80% of consumers prefer premium facial skincare brands
      • Figure 7: Purchasing habits, April 2020
    • What we think
  3. Issues and Insights

    • In-store services are key for brands to illustrate concepts
    • The facts
    • The implications
      • Figure 8: Services in OMC store, France
    • Leverage strong NPD to tap into premiumisation trend
    • The facts
    • The implications
      • Figure 9: One to One Beauty, Japan
      • Figure 10: Materia Prima product range, Japan
  4. Market and Competition – What You Need to Know

    • Japanese brands gain more appreciation in the past three years
    • J-beauty should watch out for newcomers while K-beauty transforms its offline business model
    • New C-beauty and K-beauty launches similar while J-beauty competes more in premium positioning
  5. Market Overview

    • Japanese brands win more female customers in 2020
      • Figure 11: Country preference for facial skincare and colour cosmetics, female, 2017 vs April 2020
    • COVID-19 hasn’t disrupted preference for Japanese brands thanks to their focus on cross-border commerce
      • Figure 12: Matsukiyo cross-border shopping website, China, 2019
    • Prestige positioning and good offline services help Japanese brands secure appeal
      • Figure 13: Top prestige skincare brands used in the last six months, February 2020
    • Chinese and South Korean brands are competing more online
      • Figure 14: Top-selling skincare and colour cosmetics brands online by sales value, by sub-category, 2019
  6. Competitive Strategies

    • J-Beauty
    • Offer personal solutions and beauty treatment to enhance in-store services
      • Figure 15: IPSA skin diagnosis, offline and online, China
      • Figure 16: Skin counseling and esthetic treatments in POLA’s concept shop in Shanghai, China
    • Watch out for newcomers
      • Figure 17: Opening of Yakult cosmetics store on Tmall, China, 2020
    • K-Beauty
    • Transforming into multi-brand shops
    • Large players launch new skincare brands to meet consumer needs for clean and natural dermacosmetics
      • Figure 18: SOON PLUS product set of cleansing foam, balancing water and emulsion, China, 2020
      • Figure 19: SOSOOPL natural sheet masks, China, 2020
      • Figure 20: Preange product set of toner, emulsion and cream, China, 2020
  7. Who’s Innovating?

    • Chinese brands’ more focused on skincare innovations than J- or K-beauty brands
      • Figure 21: Contribution of key BPC sub-categories to total BPC new launches, by market, 2019
    • Increasing proportion of colour cosmetics in China market
      • Figure 22: Contribution of key BPC sub-categories to total BPC new launches, by market, 2017-19
    • Price of Chinese brands is similar to South Korean but lower than Japanese brands
      • Figure 23: Average price of key BPC sub-categories, by market, 2017-19
    • Some noteworthy product trends in Japan and South Korea markets
    • Japan – Innovation in vegan beauty
      • Figure 24: Uzu by Flowfushi Mote Mascara Vol.9, Japan, 2020
      • Figure 25: Apocos Smooth & Fit Covering Foundation, Japan, 2019
      • Figure 26: Vegan Style haircare products, Japan, 2020
    • Japan – Skin sensitivity is driving NPD
      • Figure 27: WHOMEE new launches, Japan, 2020
      • Figure 28: Predia Petit Mer Free & Mild products, Japan, 2020
      • Figure 29: N by Only Minerals products, Japan, 2020
    • South Korea – Dermacosmetics introduce probiotics as key ingredients
      • Figure 30: LactoClear Skin Flora Cream, South Korea, 2019
      • Figure 31: Hanmi Clair Thérapie Probiotic Clinic Pro-Calm Lip Essence, South Korea, 2019
    • South Korea – All-in-one with skip-care
      • Figure 32: Hanskin Ceramide Creamy Essence, South Korea, 2019
      • Figure 33: Venn Moisture-Balance All-In-One Face Cleanser, South Korea, 2019
  8. The Consumer – What You Need to Know

    • Men still lag behind in using facial skincare products
    • It’s a very close contest in colour cosmetics category
    • Chinese brands lean on the strengths of patriotism and offline services
    • Chinese skincare brands most associated with ‘good value for money’
    • Chinese makeup brands are less innovative than the competition
    • Secure spending on facial skincare products first, then makeup
  9. Product Usage

    • Further opportunities for beauty products
      • Figure 34: Product usage in the last six months, April 2020
    • Facial skincare is prioritised more by women
      • Figure 35: Product usage in the last six months, by gender, April 2020
    • Middle earners have the same level of awareness towards BPC as high earners
      • Figure 36: Product usage in the last six months, by monthly personal income, April 2020
  10. Country Preference

    • Chinese brands dominate in personal care category while Japanese brands challenge in facial skincare products and devices
      • Figure 37: Country preference for beauty and personal care products, April 2020
    • Both Chinese and Japanese facial skincare brands are welcomed most by female consumers
      • Figure 38: Country preference for beauty and personal care products – facial skincare, by gender, April 2020
    • Mature women show preference for Japanese and French brands
      • Figure 39: Country preference for beauty and personal care products – facial skincare, female, by age, April 2020
      • Figure 40: Country preference for beauty and personal care products – colour cosmetics, female, by age, April 2020
    • Chinese beauty device brands welcomed by lower tier city consumers
      • Figure 41: Country preference for beauty and personal care products – in-home facial beauty devices, by city tier, April 2020
  11. Purchase Factors of Chinese Brands

    • Supporting domestic brands is a dominant purchase factor for Chinese brands
      • Figure 42: Purchase factors for Chinese brands in the last six months, April 2020
    • Women are more driven by traditional elements and cobranding
      • Figure 43: Purchase factors for Chinese brands in the last six months, by gender, April 2020
    • High earners are more product- and experience-driven
      • Figure 44: Purchase factors for Chinese brands in the last six months, by monthly personal income, April 2020
  12. Brand Perceptions of Facial Skincare Brands

    • Different country origins, different brand images
      • Figure 45: Correspondence analysis of brand perceptions of facial skincare, April 2020
    • Women associate K-beauty with innovative image more than men do
      • Figure 46: Brand perceptions of facial skincare, by gender, April 2020
  13. Brand Perceptions of Colour Cosmetics Brands

    • South Korean brands stand out with youthful and fashionable image
      • Figure 47: Correspondence analysis of brand perceptions of colour cosmetics, April 2020
  14. Purchasing Habits

    • Willingness for premiumisation in both facial skincare and colour cosmetics
      • Figure 48: Purchasing habits, April 2020
    • Premium skincare brands are the priorities to secure
      • Figure 49: Purchasing habits, by monthly personal income, April 2020
  15. Meet the Mintropolitans

    • It’s hard to use localism alone to recruit Mintropolitans
      • Figure 50: Purchase factors for Chinese brands in the last six months, April 2020
    • 86% of Mintropolitans prefer premium brands for skincare products
      • Figure 51: Purchasing habits, April 2020
  16. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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