“Although facing challenges, the eye and eyebrow makeup sector will still see positive growth in 2023 by riding on the dopamine beauty trend and promoting bold eyeshadow colours into more daily occasions. But as a sector that carries the strongest colouring characteristic, eye and eyebrow makeup will expect further growth by creating, leading and promoting holistic beauty and fashion trends in the future.”
– Yali Jiang, Associate Director
Key issues covered in this Report
- Market overview and growth of the eye and eyebrow makeup market in China.
- Competitive landscape and noteworthy marketing activities.
- New product trends in each segment in the eye and eyebrow makeup sector.
- Important makeup steps and eye and eyebrow makeup usage.
- Expected effects through eye and eyebrow makeup and factors for the ideal eye and eyebrow makeup finish.
- Eyeshadow colour selection and attitudes towards eye and eyebrow makeup.
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Overview
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- Key issues covered in this Report
- Definitions
- Subgroup definitions (by monthly personal income)
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Executive Summary
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- The market
- A year of restoration of the eye and eyebrow makeup sector
- Figure 1: Best- and worst-case forecast of retail value of eye and eyebrow market, China, 2018-28
- Companies and brands
- Figure 2: Leading manufacturers’ share in value sales of eye and eyebrow makeup market, China, 2021 and 2022
- The consumer
- Diversity in The Image to Creates with elegant being the most favoured
- Figure 3: The image to create, 2023
- Eye and eyebrow are deprioritised areas to apply makeup compared to face and lip
- Figure 4: Important makeup steps, 2023
- Slight penetration increase in most eye and eyebrow makeup items while the overall penetration remains the same as 2022
- Figure 5: Eye and eyebrow makeup usage in the last six months, 2022 vs 2023
- Making eyes more lively is the most wanted eye and eyebrow makeup effect
- Figure 6: Expected effects through eye and eyebrow makeup, 2023
- An ideal eye and eyebrow makeup finish most relies on learning techniques
- Figure 7: Factors for ideal eye and eyebrow makeup, 2023
- Natural colours dominate while vibrant colours drive further penetration of eyeshadows
- Figure 8: Eyeshadow colour selection, 2023
- Eyeshadow palettes win over single eyeshadows, while eyebrow styling is more emphasised than eyebrow shape
- Figure 9: Attitudes towards eyeshadow colour, 2023
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- Figure 10: Attitudes towards eyebrow makeup, 2023
- What we think
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Issues and Insights
- Lead category growth through holistic image promotion and education
- Figure 11: Image of the “crashing into fairy” makeup, China, 2023
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- Figure 12: Example of brands promoting new eyeshadow palette through holistic style creation and education, China, 2023
- Unlock opportunities for eyeshadow by leading colour trends in short and long term
- Support self-expression through bold colours in extended occasions in short term
- Leverage personal style analysis tool for systematic colour mix planning in the long term
- Figure 13: Introduction of seasonal colour analysis, China
- Expand the eyebrow and mascara segment size by adding more steps
- Figure 14: Examples of eyebrow makeups needed for drawing “fluffy brows”, China
- Lead category growth through holistic image promotion and education
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Market Size and Forecast
- Slow rebound in 2023 after the heavy hit the year before
- Figure 15: Total value sales of colour cosmetics market, by sub-category, China, 2019-23
- Figure 16: Growth rate of colour cosmetics market, by sub-category, China, 2019-23
- Emotional benefits will lead the future growth
- Figure 17: Best- and worst-case forecast of retail value of eye and eyebrow market, China, 2018-28
- Slow rebound in 2023 after the heavy hit the year before
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Market Factors
- Lower spending confidence in colour cosmetics than last year
- Eye and eyebrow makeup is deprioritised from both demand and supply side
- Figure 18: Important makeup steps, 2023
- Mass products take more seats in the eye and eyebrow makeup market
- Figure 19: Price positioning in eye and eyebrow makeup new launches, China, 2019-23
- Eyeshadow could deliver more emotional values
- Figure 20: Online engagements by keyword searching “dopamine beauty” (“多巴胺美妆”) on social media channles, China, 2022-23
- Lower spending confidence in colour cosmetics than last year
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Market Share
- A less concentrated market compared to lip and face
- Figure 21: Leading manufacturers’ share in value sales of eye and eyebrow makeup market, China, 2021 and 2022
- Promoting specialised brands contributes more to business growth
- More shifting towards face makeup limited further expansion of eye and eyebrow
- Lack of innovation leads to share reduction
- Second-movers disrupted the market through portfolio diversity, low price setting and embracing rising channel
- Figure 22: Flortte Douyin flagship store and top selling products, China
- A less concentrated market compared to lip and face
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Marketing Activities
- Online education contributes to eye and eyebrow makeup trial
- Figure 23: Example of brand-led eye makeup education, China, 2023
- Figure 24: Example of KOC-led eyebrow makeup education, China, 2023
- Holistic solutions to create desirable makeup styles
- Figure 25: Examples of promoting holistic makeup through product set recommendation, China, 2023
- Promoting eye makeup through art pieces
- Figure 26: Example of promoting eyeshadow through art concepts, China, 2023
- Makeup brands offer professional training to further enhance their industrial awareness
- Figure 27: Examples of makeup brands offering professional training, China
- Systemically launching eyeshadow colour to emphasise seasonality
- Figure 28: Examples of systematically launching eyeshadows under the four-season theme, China, 2023
- Riding on the fashion trend so as to lead new business growth in eyeshadow makeup
- Figure 29: Examples of brands’ promotion of “dopamine beauty”, China, 2023
- Online education contributes to eye and eyebrow makeup trial
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New Product Trends
- Lip and face take larger portion of all new colour cosmetic launches than eye and eyebrow in China
- Figure 30: Colour cosmetics new launches, by sub-category, China, Japan, South Korea, UK and US, 2023 (Jan-Jun)
- Eye and eyebrow launches continued to decline in China through the last three years
- Figure 31: Colour cosmetics new launches, by sub-category, China, 2019-23
- Conservative launch strategy in the colour cosmetics market
- Figure 32: Launch type of colour cosmetics new launches, by sub-category, China, 2023 (Jan-Jun)
- New variety/range extension has surpassed new product since 2022
- Figure 33: Launch type of eye and eyebrow new launches, China, 2019-23
- Waterproof the most declined claim in new eyebrow launches in 2023
- Figure 34: Top claims in eyebrow makeup new launches, China, 2019-23
- Pencil/crayon further enhances its place in all the new eyebrow launches
- Figure 35: Top format and texture of eyebrow makeup new launches, China, 2019-23
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- Figure 36: Example of liquid eyebrow pen, China, 2022
- Figure 37: Example of double-headed eyebrow pen, China, 2023
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- Figure 38: Example of four-branch shaped liquid eyebrow pen, China, 2023
- Convenience and time efficiency are more emphasised in new eyeshadow launches
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- Figure 39: Top claims in eyeshadow new launches, China, 2019-23
- Claiming time/speed and ease of use could make better experience when drawing eyeliner
- Figure 40: Top claims in eyeliner new launches, China, 2019-23
- Figure 41: New eyeliner launch with the “water-resistant” claim, China, 2023
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- Figure 42: Example of eyeliner containing skincare ingredients, China, 2023
- Waterproof/water-resistant are extremely important claims for mascara
- Figure 43: Top claims in mascara new launches, China, 2019-23
- Figure 44: Example of mascara featuring special applicator design, China, 2023
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- Figure 45: Example of mascara featuring dual applicators, China, 2023
- Eyebrow printing solution supported by AR technology
- Figure 46: Example of eyebrow printer featuring AR and advanced printing technology, 2023
- Lip and face take larger portion of all new colour cosmetic launches than eye and eyebrow in China
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The Image to Create
- Elegant and approachable the most pursued image through makeup
- Figure 47: The image to create, 2023
- Young women pursue sweetness, cuteness and coolness while mature search for elegance
- Figure 48: The image to create, by age, 2023
- Diversity in eye makeup through vibrant eye makeup
- Figure 49: The image to create, by attitudes towards eyeshadow makeup style, 2023
- Elegant and approachable the most pursued image through makeup
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Important Makeup Steps
- Face is the most important area among all, followed by lip
- Figure 50: Important makeup steps, 2023
- Consumers who consider eye and eyebrow makeup important skewing to over-40s, with low personal income and living in tier 2 cities
- Figure 51: Important makeup steps, by selected demographics, 2023
- Creating sweet and hot, retro, trendy and cool styles more rely on eye and eyebrow makeups
- Figure 52: Important makeup steps, by The Image to Create, 2023
- Face is the most important area among all, followed by lip
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Eye and Eyebrow Makeup Usage
- Eyebrow pencils, solid eyeliner and mascara are the top three adopted single items
- Figure 53: Eye and eyebrow makeup usage in the last six months, 2022 vs 2023
- Usage of both eye and eyebrow makeup stays the same as 2022
- Figure 54: Eye and eyebrow makeup usage in the last six months, by segment, 2022 vs 2023
- Women aged 25-29 lead the usage of eye and eyebrow makeups
- Figure 55: Eye and eyebrow makeup usage in the last six months, by age, 2023
- Usage of eyeshadow and eyelash makeup is highly correlated
- Figure 56: Eye and eyebrow makeup usage in the last six months, by important eye and eyebrow makeup steps, 2023
- Eyeshadow could pair up with various items to create diverse image styles
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- Figure 57: Eye and eyebrow makeup usage in the last six months, by expected effects through eye and eyebrow makeup, 2023
- Eyebrow pencils, solid eyeliner and mascara are the top three adopted single items
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Expected Effects through Eye and Eyebrow Makeup
- Making eyes more lively ranks top of eye and eyebrow makeup purposes
- Figure 58: Expected effects through eye and eyebrow makeup, 2023
- Different approaches to adjust skin tone around the eyes
- Figure 59: Key Driver Analysis (logistic regression) of ‘adjust the skin tone around eye and eyebrow makeup’, 2023
- 25-29s are most demanding in eye makeup
- Figure 60: Expected effects through eye and eyebrow makeup, by age, 2023
- Mid and high earners expect more from eye and eyebrow makeup
- Figure 61: Expected effects through eye and eyebrow makeup, by monthly personal income, 2023
- Making eyes more lively ranks top of eye and eyebrow makeup purposes
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Factors for Ideal Eye and Eyebrow Makeup
- Learning makeup skills, aligning makeup style with dressing style and using various makeup tools are key to create ideal finish
- Figure 62: Factors for ideal eye and eyebrow makeup, 2023
- 25-29s proactively take actions to make an ideal eye and eyebrow makeup finish
- Figure 63: Factors for ideal eye and eyebrow makeup, by age, 2023
- Affluent consumers are the most eager to learn specific eye makeup techniques
- Figure 64: Factors for ideal eye and eyebrow makeup, by personal monthly income, 2023
- Consumers take different approaches for one certain eye and eyebrow makeup purpose
- Figure 65: Factors for ideal eye and eyebrow makeup, by eye and eyebrow makeup purpose, 2023
- Learning makeup skills, aligning makeup style with dressing style and using various makeup tools are key to create ideal finish
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Eyeshadow Colour Selection by Occasion
- Low-saturated colours the top choice for eyeshadow…
- Figure 66: Eyeshadow colour selection, 2023
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- Figure 67: Online mentions by key word searching “low-saturated colours” (“低饱和色系”) on social media channels, China, 2022-23
- …but consumers tend to use bolder colours when they go out for night entertainment
- Figure 68: Eyeshadow colour selection, by occasion, 2023
- Consumers who consider eye makeup important adore bold colour regardless of occasion
- Figure 69: Eyeshadow colour selection, by occasion – commute, by important makeup steps, 2023
- Figure 70: Eyeshadow colour selection, by occasion – check in trendy spots, by important makeup steps, 2023
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- Figure 71: Eyeshadow colour selection, by occasion – travel, by important makeup steps, 2023
- Figure 72: Eyeshadow colour selection, by occasion – dating/party/dinner, by important makeup steps, 2023
- Low-saturated colours the top choice for eyeshadow…
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Attitudes towards Eye and Eyebrow Makeup
- Mass products more prevalent in the eye makeup sector…
- Figure 73: Attitudes towards price of eye makeup, 2023
- …especially popular among young consumers
- Figure 74: Attitudes towards price of eye makeup, by age, 2023
- Nearly half of consumers choose eyeshadow palette with fixed colour combination
- Figure 75: Attitudes towards eyeshadow colour, 2023
- Defined eyebrow styling is now more popular than defined eyebrow shape
- Figure 76: Attitudes towards eyebrow makeup, 2023
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- Figure 77: Word cloud by keyword searching “fluffy brows” (“野生眉”) on social media channels, China, 2022-23
- More than half of consumers willing to follow the latest eyebrow shape trend
- Figure 78: Attitudes towards eyebrow shape, 2023
- 25-29s are most enthusiastic to follow the latest eyebrow shape trend
- Figure 79: Attitudes towards eyebrow shape, by age, 2023
- A satisfying eye and eyebrow finish requires multiple products
- Figure 80: Attitudes towards eyebrow makeup usage, 2023
- Trend explorers are more willing to adopt various products and additional tools
- Figure 81: Attitudes towards eye and eyebrow makeup tools, 2023
- Mass products more prevalent in the eye makeup sector…
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Beauty Personas
- Who are they?
- Beauty Mavens deprioritise eyebrow makeup
- Figure 82: Selected important makeup steps – important, by beauty persona, 2023
- Beauty Mavens use more gel eyeliner and eye puffiness pen while Aggressive Apprentices are more explorative in eyeshadow palette
- Figure 83: Selected eye and eyebrow makeup usage in the last six months, by beauty persona, 2023
- Enthusiastic Experimenters use bold colours when commuting while Functionalists stay conservative
- Figure 84: Eyeshadow colour selection, by beauty persona, 2023
- Who are they?
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Appendix – Market Size and Forecast
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- Figure 85: Total value sales and forecast of eye and eyebrow colour cosmetics market, China, 2018-28
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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