This report looks at the following areas:
- New marketing activities and product trends in China’s beauty services market
- The uptake of beauty services and facial cosmetic procedures
- Ingredients of interest in post-procedure products
- Barriers to undergoing facial cosmetic procedures
- Desired skincare benefits from post-procedure products
- Perceptions of post-procedure products
- Consumer attitudes towards cosmetic procedures
Procedure aftercare products need to ride the wave of the medical aesthetics boom. Brands should leverage specific ingredients and technologies to enhance their professional-grade repair efficacy, while also broadening products' applicability to meet demand for high-performance, science-backed skincare.
Yali Jiang, Associate Director, China Insights
Market Definitions
This Report focuses on consumer attitudes towards facial beauty services, including:
- facial skincare services (eg deep cleansing, moisturising/hydration)
- facial cosmetic procedures, including both invasive (eg skin hydration injections) and non-invasive services (eg Thermage, red/blue light therapy), and cosmetic surgery
- facial beauty/massage treatments with various functions including cleansing, hydration and relaxation
These services are provided by the following channels:
- BPC brand counters
- beauty service salons directly operated by BPC brands (eg Dior, Filorga, Dr.Ci:Labo, Clarins SkinSpa, Chando [自然堂] and AHAVA)
- comprehensive beauty service salons (ie salons that offer manicure, eyelash, scalp care/haircare and facial skin management services)
- vertical beauty service salons (eg Beauty Farm [美丽田园], Siyanli [思妍丽], Terra Spa [半亩花田])
- medical aesthetic clinics (eg Yestar [艺星])
- massage spa
The products covered in this Report include post-procedure care products, such as medical dressings with specifications.
The beauty services covered in this Report exclude hair and hair transplant services provided by hair transplant clinics, barbershops and hair salons, such as cutting, styling, colouring, treatments, extensions and male grooming/shaving. The Report also excludes hair removal, handcare, manicure, eyelash extension and eyebrow/eyeliner tint services.
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Market factors: outbound cosmetic tourism bounces back, domestic clinics have sprung up and regulations tighten
- Companies and brands
- Marketing activities: substantiating product safety and efficacy guarantees
- New product trends: sensitive skin, free-from and redness-reducing claims have risen in recent years
- Graph 1: skincare launches featuring repair-related claims, 2019-23
- Suitability for various procedures, barrier repair and improving redness are key claims in post-procedure repair products
- The consumer
- The uptake of facial cosmetic procedures has risen in the past year
- Graph 2: beauty services used in the last 12 months, 2023 vs 2024
- Basic skincare procedures have had the highest uptake, while anti-ageing solutions show the most potential
- Graph 3: facial cosmetic procedures undergone in the last 12 months, 2024
- 63% of consumers are interested in hyaluronic acid in post-procedure repair products
- Graph 4: ingredients of interest in post-procedure products, 2024
- The number one reason consumers don't continue with cosmetic procedures: they're expensive
- Graph 5: barriers to continuing cosmetic procedures, 2024
- Strengthening/repairing the skin barrier is the most desired benefit of post-procedure products
- Graph 6: desired skincare benefits from post-procedure products, 2024
- Aftercare products should target specific procedures and be suitable for multiple occasions
- Graph 7: perceptions of post-procedure products, 2024
- Consumers are concerned about the results and potential risks of procedures
- Graph 8: attitudes towards cosmetic procedures, 2024
- Issues and insights
- What we think
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The market
- Market factors
- Overseas tourism has rebounded, competing with the medical aesthetics market but boosting the aftercare market
- A surge in cosmetic clinics provides consumers with more options
- Cosmetic procedure live streams have been suspended as the industry faces stricter regulations
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Companies and brands
- Marketing activities
- The marketing of cosmetic procedures and aftercare products goes offline
- Transparency pledges assure consumers of product safety
- Medical devices ensure safety through official verification
- Tailor aftercare products to specific cosmetic procedures to enhance recovery
- New product trends
- Sensitive-skin, free-from and redness-reducing claims have risen in recent years
- Graph 9: skincare launches featuring repair-related claims, 2019-23
- Suitability for various procedures, barrier repair and reducing redness are key claims in post-procedure repair products
- Results-enhancing products are in demand
- A medical aesthetics clinic has launched post-procedure repairing products
- A skincare brand has launched anti-ageing injectables
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The consumer
- Skin types and skin issues
- Non-sensitive dry and oily skin have become more common
- Graph 10: skin type and sensitivity, 2023-24
- Graph 11: skin concerns, 2024
- Those with sensitive skin experience more issues
- Graph 12: skin concerns, by skin sensitivity, 2024
- Consumers with ageing-related issues are more likely to have tried cosmetic procedures
- Graph 13: skin concerns, by usage of facial skin beauty services, 2024
- Respondents who have undergone cosmetic procedures are more likely to have sensitive oily skin
- Graph 14: skin type and sensitivity, by usage of facial skin beauty services, 2024
- Usage of beauty services
- More consumers are undergoing facial cosmetic procedures
- Graph 15: beauty services used in the last 12 months, 2023 vs 2024
- Uptake of facial cosmetic procedures
- Anti-ageing procedures show the greatest potential
- Graph 16: facial cosmetic procedures undergone in the last 12 months, 2024
- The adoption of basic skincare procedures has increased slightly
- Graph 17: % of consumers who have undergone facial cosmetic procedures in the last 12 months, 2021 vs 2024
- Women aged 30-39 are more likely to want to try basic skincare, scar/acne removal and facial sculpting procedures
- Graph 18: facial cosmetic procedures undergone in the last 12 months – % who have not done them but want to try, by age, 2024
- Ingredients of interest in post-procedure products
- Hyaluronic acid is the most popular
- Graph 19: ingredients of interest in post-procedure products, 2024
- The focus of post-procedure repair varies by age
- Graph 20: ingredients of interest in post-procedure products, by age, 2024
- Consumers with sensitive skin are more concerned about the ingredients in aftercare products
- Graph 21: ingredients of interest in post-procedure products, by skin sensitivity, 2024
- Consumers who have undergone cosmetic procedures have a more pronounced preference for niche ingredients
- Graph 22: ingredients of interest in post-procedure products, by uptake of facial skin beauty services, 2024
- Barriers to cosmetic procedures
- Expense is the main barrier to repeat visits
- Graph 23: barriers to continuing cosmetic procedures, 2024
- Price and unsustainability are the main factors in discontinuing basic skincare procedures
- Graph 24: barriers to continuing cosmetic procedures – basic skincare procedures, 2024
- Desired skincare benefits of post-procedure products
- Strengthening/repairing the skin barrier is the most desired
- Graph 25: desired skincare benefits from post-procedure products, 2024
- Sensitive skin consumers are more interested in 'first aid' care and resolving specific skin issues
- Graph 26: desired skincare benefits from post-procedure products, by skin sensitivity, 2024
- Consumers who have undergone procedures are more likely to want products that shield skin from makeup
- Graph 27: desired skincare benefits from post-procedure products, by uptake of facial skin beauty services, 2024
- Perceptions of post-procedure products
- Products designed for specific cosmetic procedures are the most popular
- Graph 28: perceptions of post-procedure products, 2024
- Consumers with experience of cosmetic procedures place more emphasis on medical endorsements
- Graph 29: perceptions of post-procedure products, by uptake of facial skin beauty services, 2024
- Attitudes towards cosmetic procedures
- Consumers are sceptical about the efficacy of medical aesthetics and concerned about the risks
- Graph 30: attitudes towards cosmetic procedures, 2024
- Consumers with experience in cosmetic procedures have more doubts on efficacy
- Graph 31: attitudes towards cosmetic procedures among consumers who have had facial cosmetic procedures, 2024
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Issues and insights
- Bolster repairing benefits to expand the market for aftercare products
- Leverage professional endorsements and specific ingredients to attract those with experience of cosmetic procedures
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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