The rise in consumer awareness of ingredients and their pursuit of mild yet highly effective solutions have made ingredient innovation and the development of scientific communication key drivers of brand growth.
Zoey Song, Senior Analyst, China Insights
Market Definitions
This Report focuses on ingredient trends and consumer perceptions of ingredients in beauty and personal care products. This Report examines the following categories of beauty and personal care products:
- Haircare products
- Skincare (face and body)
- Colour cosmetics
- Nail colour and care
- Fragrances
- Soap, bath and shower products
- Shaving and depilatory products
- Antiperspirant and deodorant
- Oral care
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- Pursuing high-efficacy yet mild ingredients, while embracing personalised and diverse science-driven communication
- Ingredient innovation is thriving, with collagen and peptides emerging as key highlights
- Consumer Trends
- Keys to success
- What we think
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The market
- Market factors
- The cosmetics retail market is facing pressure, ushering the industry into a new phase driven by quality
- Graph 1: retail data on consumer goods in the cosmetics industry, 2023-2024
- Compared to major global markets, Chinese consumers pay more attention to ingredients
- Graph 2: consumers’ beauty and skincare behaviours – research ingredients, 2024
- Ingredients are the second most important purchasing factor after benefits
- Graph 3: purchasing factors for BPC products, 2024
- The full version of the safety assessment report will be required
- The filing of new cosmetic ingredients is accelerating, with plant-based ingredients leading the growth
- Bio-synthesised ingredients and concepts are gaining attention in the beauty industry, with social media discussions focusing on hero ingredients, benefits and key categories
- Graph 4: mentions related to synthetic biology in beauty, all platforms, 2023-2024
- Brands are ramping up their efforts in synthetic biology
- Aesthetic treatments attract wide attention, and the potential consumer base is large
- Graph 5: interest and usage of facial cosmetic surgery, 2024
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Companies and brands
- Marketing activities
- Create large-scale installations inspired by ingredients as a way to explore innovative marketing centred on ingredients
- Establish ingredient group standards and enforce independent regulations to enhance brand authority
- Ingredient traceability highlights natural attributes, shaping a distinctive brand image
- Publish scientific papers to strengthen ingredient credibility
- New product trends
- The use of functional ingredients in new products is steadily increasing as a broader trend
- Graph 6: popular functional ingredients, 2022-2024
- The use of collagen-based ingredients in new products is rapidly increasing
- Graph 7: collagen-based ingredients, 2022-2024
- Pairing recombinant collagen with functional ingredients enhances efficacy and stability
- The share of peptide ingredients in new products grows year by year
- Graph 8: peptide ingredients, 2022-2024
- Graph 9: popular peptide ingredients, 2022-2024
- Multidimensional innovation unlocks the enhanced benefits and stability of peptides, revitalising classic ingredients
- Create precise and differentiated skincare solutions with proprietary ingredient blends, adding unique IP value to the brand
- Explore the benefits of niche plants to develop signature brand ingredients
- Innovative penetration technology enhances ingredient absorption
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The consumer
- High efficacy or mildness? Consumers want it all, driving advancements in the efficacy of plant-based ingredients
- Efficacy and safety are core focuses for consumers, with a slight increase in attention to formulations and patented ingredients
- Graph 10: ingredient information minded, 2023-2024
- Natural ingredients and mild alternatives to high-efficacy ingredients are favoured
- Graph 11: interested mild claims, 2024
- Explore diverse plant ingredients to uncover the potential of mild alternatives
- Consumers believe that ingredients extracted from plants are milder but lack efficacy
- Graph 12: ingredient associations, 2024
- Brands combine plant-based and functional ingredients to create unique formulations
- Consumers access information through diverse channels, allowing brands to explore new paths for personalised communication
- Consumers primarily learn about ingredients through brands’ websites/product introduction webpages and social media, while offline touchpoints have the opportunity to strengthen communication through differentiated services
- Graph 13: ingredient information sources, 2024
- Brands’ websites/product introduction pages, social media and in-store sales staff cover the channels used by most consumers
- Younger generations have a stronger preference for brands’ websites/product introduction webpages and short video platforms than other age groups
- Graph 14: ingredient information sources, by generation, 2024
- Ingredient information in video format is expected to more effectively meet the needs of the younger generation
- Graph 15: attitudes towards the format of ingredient information, by generation, 2024
- User test data conducted by brands and endorsements from professional institutions/experts are the most recognised types of information
- Graph 16: most valuable information types, 2024
- Younger generations are keen to explore scientific data and professional knowledge
- Graph 17: most valuable information types, by age, 2024
- Provide young consumers with detailed and transparent scientific evidence
- Aesthetic treatment consumers: a multifaceted focus on ingredients, embracing innovation and upgrades in ingredients
- Aesthetic treatment consumers pay more attention to information about advanced ingredients
- Graph 18: ingredient information minded, by aesthetic treatment consumers, 2024
- Provide detailed ingredient information to attract these ‘advanced skintellectuals’
- Aesthetic treatment consumers prefer ingredients extracted from plants and bio-synthesised ingredients
- Graph 19: ingredient associations – appealing to purchase, by aesthetic treatment consumers, 2024
- Aesthetic treatment consumers prefer innovative upgrades of classic ingredients
- Graph 20: attitudes towards classic/new ingredients, by aesthetic treatment consumers, 2024
- Aesthetic treatment consumers favour brands’ proprietary ingredient blends
- Graph 21: attitudes towards self-developed ingredients, by aesthetic treatment consumers, 2024
- Aesthetic treatment consumers value mild alternatives to high-efficacy ingredients and products suitable for use after aesthetic treatments
- Graph 22: interested mild claims, by aesthetic treatment consumers, 2024
- Beauty products categorised as medical devices cater to consumers’ post-aesthetic treatment needs, reinforcing brands’ professional image
- Aesthetic treatment consumers often seek professional information through various channels
- Graph 23: ingredient information sources, by aesthetic treatment consumers, 2024
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Issues and insights
- Innovation in plant-based ingredients has advanced further: more defined mechanisms, more substantial benefits and enhanced technology
- Delve into the microscopic mechanisms of plant ingredients to uncover new dimensions in plant-based skincare
- Biosynthetic technology integrates plant ingredients with technological elements
- Cutting-edge technology drives overseas innovation in plant ingredients
- Scientific communication emerges in various formats, with technology driving the personalisation of consumer education
- Mini dramas help educational content reach more consumers
- The structure of ingredients can serve as a powerful visual element
- The founders’ hands-on approach provides a fresh perspective on educational content about ingredients
- Utilise AI to create personalised KOLs
- Leverage the trend of aesthetic treatments to attract a broad potential audience of consumers
- Develop ingredients based on concepts of aesthetic treatments to convey efficacy and expertise
- Interpreting the mechanisms of action of ingredients through aesthetic treatment concepts can resonate more strongly with consumers
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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