“Despite tightened regulation of whitening efficacy claims, skin tone management will still be an extremely important functional pillar among all, given consumers’ strong need and diverse ways of problem-solving. On the other hand, as competition around ingredients and efficacies intensifies in the facial skincare sector, brands will need to seek breakthroughs by superior storytelling and finding opportunities in niche new segments such as anti-pollution/blue light or from adjacent categories such as face base makeups.”
– Yali Jiang, Associate Director
Key issues covered in this Report:
- Market overview and regulation interpretation
- New product trends and marketing activities
- Needs gap between current and ideal skin tones
- Skin tone issues and reasons for them
- Solutions for skin tone issues and selection factors for skin tone management products
- Attitudes towards skin tone management.
Collapse All
-
Overview
-
- Key issues covered in this Report
- Definitions
- Subgroup definitions (by monthly personal income):
-
-
Executive Summary
-
- Market and competition
- The consumer
- Consumers desire a whiter but natural skin tone, but not absolute white
- Figure 1: Current and ideal skin tone, 2023
- Dull complexion frustrates consumers most, followed by dark eye circles
- Figure 2: Skin tone issues, 2023
- Unhealthy lifestyles cause almost all skin tone issues
- Figure 3: Reasons for skin tone issues, 2023
- Facial skincare and face base makeup are of equal importance to skin tone management
- Figure 4: Methods adopted for skin tone issues, 2023
- Consumers seek scientific RTBs in their process of selection
- Figure 5: Selection factors for skin tone management products, 2023
- Consumers pursue gentle products with visible skin tone management effects
- Figure 6: Expectation/understanding of skin tone management products, 2023
- What we think
-
-
Issues and Insights
- Deal with dull complexion by targeting the ‘staying-up’ consumers
-
- Figure 7: Example of skin tone management by targeting “staying up”, China
- Figure 8: Bigdrop 0:00 series targeting skin tone issues caused by staying up, China
- Figure 9: Bigdrop’s AI testing and emotional caring to consumers, China
- Colour cosmetics, especially face base makeup is key in skin tone management
- Figure 10: Example of liquid foundation with antioxidant claims, China
-
- Figure 11: Examples of cushion foundation and powder with “preventing dullness” claims, China
- Natural skin tone will be the next opportunity for skin tone management
- Deal with dull complexion by targeting the ‘staying-up’ consumers
-
Market Factors
- Skin tone management promising due to consumers’ pursuit of improvement and betterment
- Multiple ways of skin tone management opens up new opportunities
- Skin tone management extended from face to body
- Continuously tightened regulations on skin tone management
- Starting in 2013: from whitening to freckle-removal/whitening, broadened range of special-use cosmetics
- Stricter requirements on efficacy claims and ingredients due to concerns over safety
- Further guidance for R&D: official definition of freckle-removing/whitening ingredients and clear segmentation by mechanism
- Skin tone management promising due to consumers’ pursuit of improvement and betterment
-
Marketing Activities
- Shifting oil skincare trend towards skin brightening to create new growth engine
- Figure 12: Examples of oil makers promoting brightening benefits through oil skincare, China
- Superior effects supported by multiple RTBs
- Figure 13: Examples of brightening benefits supported multiple RTBs, China
- Maximise profitability through brand synergy
- Figure 14: Example of a skin tone management brand building up presence through brand synergy, China
- Shifting oil skincare trend towards skin brightening to create new growth engine
-
New Product Trends
- Whitening claims in China’s facial skincare market declining, but growing in overseas markets
- Figure 15: New launches with whitening claims in face/neck care market, China, South Korea, Japan,, France, UK and US, 2019-23 (Jan-Apr)
- With no exception, the portion of whitening claims has decreased in China’s major BPC categories
- Figure 16: New face/neck care launches with skin tone related claims, China, 2019-23 (Jan-Apr)
- Figure 17: Examples of facial skincare products with “whitening licence”, China
-
- Figure 18: Examples of facial skincare products with brightening/illuminating and antioxidant claims, China
- Figure 19: Examples of eye care products with “reducing dark circles” claims, China
- Antioxidant, a rising claim in new face base makeup launches
- Figure 20: New foundations / fluid illuminators launches with skin tone related claims, China, 2019-23 (Jan-Apr)
- Providing different options to meet different skin tone management needs
- Figure 21: Example of skin tone management series featuring different ingredient concentration levels, China
- Format and texture innovation to ensure efficacy
- Figure 22: Examples of format and texture innovations in skin tone management products, China
- Sunscreen goes beyond sun protection
- Figure 23: New sunscreen launches with whitening claim, China, 2019-23 (Jan-Apr)
- Figure 24: Examples of sunscreen containing whitening benefits, China
- Whitening claims in China’s facial skincare market declining, but growing in overseas markets
-
Current and Ideal Skin Tone
- From yellowish to pale and white, great needs gaps to fulfil
- Figure 25: Current and ideal skin tone, 2023
- Less than 10% of consumers with yellowish skin tone are satisfied with it
- Figure 26: Ideal skin tone – current skin tone, yellowish, 2023
- Figure 27: Current skin tone – Yellowish, by selected demographics, 2023
- Females desire pale while males desire natural skin tone
- Figure 28: Current and ideal skin tone, by gender, 2023
- Pale skin tone more desired by 25-29s while natural skin tone more desired by 50-59s
- Figure 29: Current and ideal skin tone, by age, 2023
- From yellowish to pale and white, great needs gaps to fulfil
-
Skin Tone Issues
- Dull complexion is the skin tone issue of most concern
- Figure 30: Skin tone issues, 2023
- Females pay more attention to skin tone issues in general
- Figure 31: Skin tone issues, by gender, 2023
- Attention towards complexion issues and pigmentation grows with women’s age …
- Figure 32: Skin tone issues, female, by age, 2023
- … while skin tone issues are common among males aged 25-49
- Figure 33: Skin tone issues, male, by age, 2023
- Consumers with yellowish skin tone have more complexion skin issues
- Figure 34: Skin tone issues, by current skin tone, 2023
- Dull complexion is the skin tone issue of most concern
-
Reasons for Skin Tone Issues
- Unhealthy lifestyle is the top perceived reason that leads to skin tone issues
- Figure 35: Reasons for skin tone issue, 2023
- Obvious skin colour differences between face and neck is hard to deal with
- Figure 36: Reasons for skin tone issues, by skin tone issue, 2023
- Women more aware of skin tone issues caused by external factors
- Figure 37: Examples of facial skincare products with “anti-pollution”/ “photo-protection” claim, China
- Figure 38: Reasons for skin tone issues, by gender, 2023
- Young consumers exhibit more lifestyle-related skin tone issues
- Figure 39: Reasons for skin tone issues, by age, 2023
- Unhealthy lifestyle is the top perceived reason that leads to skin tone issues
-
Methods Adopted for Skin Tone Issues
- Comprehensive methods adopted to resolve skin tone issues
-
- Figure 40: Methods adopted for skin tone issues, 2023
- Females proactively seek solutions for skin tone management in diverse ways
- Figure 41: Methods adopted for skin tone issues, by gender, 2023
- Good economic conditions enable consumers to explore more solutions
- Figure 42: Methods adopted for skin tone issues, by monthly personal income, 2023
- Facial skincare is more for skin complexion issues while concealer is more for acne marks
- Figure 43: Methods adopted for skin tone issues, by skin tone issues, 2023
- Consumers explore solutions out of the box of their hypotheses
- Figure 44: Methods adopted for skin tone issues, by reasons for skin tone issues, 2023
- Comprehensive methods adopted to resolve skin tone issues
-
Selection Factors
- Multi benefits are top sought values
- Figure 45: Selection factors for skin tone management products, 2023
- Holding licence for whitening is especially valued by 25-29s
- Figure 46: Selection factors for skin tone management products, by age, 2023
- Consumers with high incomes are more open-minded over different RTBs
- Figure 47: Selection factors for skin tone management products, by monthly personal income, 2023
- Multiple benefits, ‘whitening’ licence and well-known ingredients could reach nearly 90% of consumers
- Figure 48: TURF analysis of selection factors for skin tone management products, 2023
- Multi benefits are top sought values
-
Attitudes towards Skin Tone Management
- Skin tone management is just one aspect of skin management
- Figure 49: Skincare needs during daily skincare routine, 2023
-
- Figure 50: Skincare needs during daily skincare routine, by gender and age, 2023
- Detailed skin colour imperfections gain more attention than complexion issues
- Figure 51: Skin tone management needs, 2023
- 25-29s care about both overall skin tone issues and detailed skin colour imperfections
- Figure 52: Skin tone management needs, by gender and age, 2023
- Using multiple skincare items with skin tone management claims could strengthen the effects
- Figure 53: Usage preferences for skin tone management products, 2023
- Figure 54: Usage preferences for skin tone management products, by age, 2023
- Consumers seek scientific and gentle skin tone management solutions
- Figure 55: Expectation/understanding of skin tone management products, 2023
- Figure 56: Examples of facial skincare products with “skin tone management effect in shorter-period” claim, China
-
- Figure 57: Examples of facial skincare products with “effective period being consistent with the skin metabolism cycle”, China
- Figure 58: Examples of facial skincare products with “gentle skin tone management effects” claim, China
- Consumers tend to select skin tone management products based on their own research and skin conditions
- Figure 59: Skin tone management products selection, 2023
- Skin tone management is just one aspect of skin management
-
Beauty Personas
- Who are they?
- Beauty Mavens leverage diverse methods for skin tone management
- Figure 60: Selected methods adopted for skin tone issues, by beauty persona, 2023
- Result of years of R&D appeals to Conservative Consumers
- Figure 61: Selected selection factors for skin tone management products, by beauty persona, 2023
- Who are they?
-
Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
