China Colour Cosmetics – Face Market Report 2022
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“Consumers are paying more attention to the long lasting and close fit to skin surface claim when choosing foundation products, which offers future growth opportunities for complimentary primer and setting products. On the premise of satisfying demand for the seamless makeup look, additional skincare benefits are a bonus for those with certain skin conditions such as dry and damaged sensitive skin and are an attraction to mature women.”
– Amy Jin, Senior Analyst
This Report discusses the following key topics:
• Landscape and top players of facial colour cosmetics product market
• Innovations and popular trends in facial colour cosmetics product market
• Usage of different facial colour cosmetics products and behaviour changes post COVID outbreak
• Important purchase triggers of facial colour cosmetic products
• Features to enhance skincare benefits in face colour cosmetics
• Interested facial makeup solutions
• Consumers’ attitudes towards facial colour cosmetics products
Collapse All
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Overview
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- Key issues covered in this Report
- Definitions
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Executive Summary
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- The market
- Figure 1: Best-and worst-case forecast of total value sales of face colour cosmetics market, China, 2017-27
- Companies and brands
- Figure 2: Leading manufacturer’s share in value sales of face colour cosmetics, China, 2020 and 2021
- The consumer
- Primer and setting spray showing potential growth momentum
- Figure 3: Facial colour cosmetic products used, 2021 vs 2022
- Natural looks are trending now
- Figure 4: Usage changes on face makeup products post outbreak, 2022]
- Savvy consumers are skilled with covering skin flaws but also eager to learn more
- Figure 5: Interested makeup skills and products, 2022
- Consumers are pursuing longer lasting foundation that closely matches skin surface
- Figure 6: Important features when selecting face base makeup, 2022
- Realistic hopes on foundation products claiming for skincare benefits
- Figure 7: Features associated with skincare benefits on facial foundation makeup, 2022
- Both makeup and skincare routine are important
- Figure 8: Attitudes towards using multiple products, total and by skin type, 2022
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- Figure 9: Attitudes towards face makeup application, total and by age, 2022
- What we think
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Issues and Insights
- Tell compelling stories on the importance of nourishing base makeup to create longer lasting makeup looks
- Figure 10: Marketing poster of Florasis’ liquid foundation, China, 2022
- Develop more segmented product tailored for different skin types
- Figure 11: Winona’s essence hydration, China, 2022
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- Figure 12: Face colour cosmetics products with anti-ageing claims, US, 2022
- Tell compelling stories on the importance of nourishing base makeup to create longer lasting makeup looks
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Market Size and Forecast
- A hit on the colour cosmetic category by the resurgence of pandemic
- Figure 13: Total value sales and growth of colour cosmetics market, by segment, China, 2021-22(est)
- Potential to grow post pandemic
- Figure 14: Best-and worst-case forecast of total value sales of face colour cosmetics market, China, 2017-27
- A hit on the colour cosmetic category by the resurgence of pandemic
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Market Segmentation
- Foundation remains the largest segment in face colour cosmetics
- Figure 15: Segment share of face colour cosmetics market, China, 2020 and 2021
- Foundation remains the largest segment in face colour cosmetics
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Market Factors
- Social media apps enable certain makeup looks to go viral
- Figure 16: Social media platforms with keyword ‘pure and desire’ makeup, 2022
- Continue wearing face masks
- A decrease in spending confidence
- Rising costs of raw materials and ingredients
- A comparable penetration between domestic and foreign brands
- Figure 17: Brand choice of BPC products after COVID-19 – ‘colour cosmetics’, 2022
- Social media apps enable certain makeup looks to go viral
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Market Share
- Guangzhou Yatsen and Amore Pacific Group are losing shares
- Figure 18: Leading manufacturer’s share in value sales of face colour cosmetics, China, 2020 and 2021
- L’Oréal’s wide variety of brands satisfy different needs
- Figure 19: Maybelline and L’Oréal’s newly launched foundation products, China, 2021
- Figure 20: Premium foundation products from L’Oréal group, China, 2021
- Florasis continued its growth momentum
- Figure 21: Florasis’ pressed powder variants, China, 2022
- Proya well recognized by its celebrity product
- Figure 22: Timage’s upgraded master contour palette, China, 2021
- Guangzhou Yatsen and Amore Pacific Group are losing shares
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Marketing Activities
- Expanding usage occasions
- Figure 23: Estée lauder inviting athletes as spokesmen, China, 2022
- Emerging domestic players upgrade their brand image
- Figure 24: Foundation products from Perfect Diary and Marie Dagler, China, 2022
- Figure 25: Carslan’s foundation products, China, 2022
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- Figure 26: Marie Dalger’s art exhibition and collaboration with the Louvre
- Educating on the importance of primer and setting products
- Figure 27: Product combination inspiration recommendations by brands, China, 2022
- Expanding usage occasions
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New Product Trends
- Foundations show drop in new launches while concealer and primer increase over the past three years
- Figure 28: New face colour cosmetics launches, by sub-category, China, 2019-21
- Figure 29: New primer launches with skincare benefits, China, 2021
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- Figure 30: New concealer launches, China, 2021 and 2022
- Long lasting claim continues to rise
- Figure 31: Selected claims in new launches of foundation/fluid illuminator, China, 2019-21
- Figure 32: Foundation products with longer lasting claim, China, 2022
- Innovative format on niche segment
- Figure 33: Innovations on blush format, US and UK, 2022
- Advanced skincare ingredients in base makeup
- Figure 34: L’Oréal age perfect serum foundation, China, 2022
- Figure 35: Oddity’s asiaticoside loose powder, China, 2022
- Blurring the line between primer and facial moisturiser
- Figure 36: Primer/moisturiser products, China, 2022
- Foundations show drop in new launches while concealer and primer increase over the past three years
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Colour Cosmetics Usage Change
- Near one quarter of consumers are prudent in applying makeups
- Figure 37: Behaviour change on colour cosmetics, 2022
- Product loyalty is not high on face base colour cosmetics
- Figure 38: Behaviour change on face base colour cosmetics, 2022
- Near one quarter of consumers are prudent in applying makeups
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Usage of Face Makeup
- Primer and make up setting spray shown small increase
- Figure 39: Facial colour cosmetic products used, 2021 vs 2022
- Consumers are torn between spending more and less on cushion foundation and primer
- Figure 40: Facial colour cosmetic products used, by changes on spending, 2022
- Primer and make up setting spray shown small increase
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Face Makeup Behaviour Change Post Outbreak
- Consumers are looking for more natural looks post outbreak
- Figure 41: Usage changes on face makeup products post outbreak, 2022
- Younger consumers are searching for suitable setting products while mature users seeking a more natural base look
- Figure 42: Selected usage changes on face makeup products post outbreak, by age, 2022
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- Figure 43: L’Oréal Age Perfect serum foundation, US,2022
- Consumers in lower tier cities are paying more attention to touch-up products
- Figure 44: Selected usage changes on face makeup products post outbreak, by city tier, 2022
- Consumers are looking for more natural looks post outbreak
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Knowledge of Face Makeup Solutions
- Consumers master good skills in covering skin flaws but are eager to learn about improving face features
- Figure 45: Interested makeup skills and products, 2022
- Consumers master good skills in covering skin flaws but are eager to learn about improving face features
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Important Selecting Factors
- Consumers are after seamless facial base looks
- Figure 46: Important features when selecting face base makeup, 2022
- Combination skin demands more features
- Figure 47: Important features when selecting face base makeup, by skin type, 2022
- Sensitive skins looking for a product that matches their needs
- Figure 48: Important features when selecting face base makeup, by skin type on sensitivity, 2022
- Consumers who wear makeup less frequently are concerned about creases and acne
- Figure 49: Selected important features when selecting face base makeup, by usage behaviour change, 2022
- Skincare benefits appeal to mature women while young consumers care more about the drawbacks
- Figure 50: Selected important features when selecting face base makeup, by age, 2022
- Climate and environment also affect how consumers choose their base makeup
- Figure 51: Selected important features when selecting face base makeup, by region, 2022
- Consumers are after seamless facial base looks
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Features to Enhance Skincare Benefits
- Safety is the prior concern
- Figure 52: Features associated with skincare benefits in facial foundation makeup, 2022
- Consumers who choose products with skincare benefits pay more attention to specific features
- Figure 53: Features associated with skincare benefits on facial foundation makeup, by selecting feature, 2022
- Older consumers pay more attention to safe ingredients while younger consumers worry about suitability for problematic skin
- Figure 54: Amplitude liquid foundation, Japan, 2022
- Figure 55: Selected features associated with skincare benefits on facial foundation makeup, by age, 2022
- Affluent consumers value advanced technology
- Figure 56: Selected features associated with skincare benefits on facial foundation makeup, by monthly personal income, 2022
- Safety is the prior concern
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Attitudes towards Face makeup
- Polarised attitudes between new learners and mature users
- Figure 57: Attitudes towards face makeup application, total and by age, 2022
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- Figure 58: Attitudes towards product reviews, total and by age, 2022
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- Figure 59: Attitudes towards product reviews, total and by age, 2022
- About two thirds of consumers are clear about the base makeup products suitable for their skin
- Figure 60: Attitudes towards knowing suitable products, total and by age, 2022
- Consumers with combination skin skew towards using more types of base makeup
- Figure 61: Attitudes towards using multiple products, total and by skin type, 2022
- Polarised attitudes between new learners and mature users
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Beauty Personas
- Who are they?
- Beauty Mavens show higher interest in natural ingredients
- Figure 62: Selected features associated with skincare benefits on facial foundation makeup, by beauty persona, 2022
- Aggressive Apprentices have higher expectations when selecting products
- Figure 63: Selected important features when selecting face base makeup, by beauty persona, 2022
- Who are they?
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Appendix – Market Size and Forecast
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- Figure 64: Total value sales of face colour cosmetics market, China, 2017-27
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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