2022
0
China Women’s Facial Skincare Market Report 2022
2022-09-22T17:27:02+01:00
OX1104733
3695
155787
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Report
en_GB
“Facial skincare with high efficacy will play a more central role in women’s beauty routines in the post-pandemic era and will likely lead future growth in the beauty industry, given…

China Women’s Facial Skincare Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Facial skincare with high efficacy will play a more central role in women’s beauty routines in the post-pandemic era and will likely lead future growth in the beauty industry, given the skinification trend continues impacting adjacent categories and many beauty companies are focusing more on the facial skincare business.
Skin health will be a strong driving force for further growth, and skin barrier-related positioning could bring considerable ROI, given that consumers associate damaged skin barrier with different types of skin issues and consider facial skincare as the first choice for improvement. But looking to the near future, enhancing overall skin immunity by skin microbiome protection will be a more attractive factor, which calls for brands to set an approach in advance.”
–    Yali Jiang, Associate Director

This Report discusses the following key topics:


•    Market overview and growth of women’s facial skincare market in China
•    Competitive landscape and new product trends from both domestic and global perspectives
•    Latest new product trends and competitive marketing activities
•    Women’s usage of different types of facial skincare products and the changes over the past three years
•    Attitudes towards facial skincare
•    Selection factors of function-driven skincare brands
•    Perception of skin barrier and methods adopted to deal with damaged skin barrier

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Definitions
    • Subgroup definitions (by monthly household income):
  2. Executive Summary

    • The market
    • Women’s facial skincare remains resilient despite impact of COVID-19 pandemic in H1 2022
    • High efficacy and format innovation help brands stand out in the crowd
      • Figure 1: Best- and worst-case forecast of retail value of women’s facial skincare market, China, 2017-27
    • Companies and brands
      • Figure 2: Leading manufacturers’ share in value sales of women’s facial skincare market, China, 2020-21
    • The consumer
    • Usage of facial skincare stays at 2021 level despite new COVID-19 waves
      • Figure 3: Usage of facial skincare products, 2020-22
    • Skin health and barrier repair concepts have gained strong awareness
      • Figure 4: Facial skin conditions, 2022
    • Famous R&D teams and biotechnology backgrounds are most attractive selection factors
      • Figure 5: Selection factors of function-driven brands, 2022
    • Consumers associate damaged skin barrier with different types of skin issues
      • Figure 6: Perception of skin barrier, 2022
    • Facial skincare is the top-of-mind method to deal with damaged skin barrier
      • Figure 7: Methods adopted to deal with damaged skin barrier, 2022
    • Consumer education is essential to ensure efficient product selection
      • Figure 8: Thoughts about product selection and usage, 2022
    • What we think
  3. Issues and Insights

    • High-efficiency skincare the new battleground
    • Support skin health by preliminarily repairing damaged skin barrier
      • Figure 9: Examples of brands’ cultivation of skin barrier, China, 2022
    • Include skin microbiome protection as a part of upcoming solutions to support skin health
      • Figure 10: Examples of skincare brands targeting skin microbiome, China
  4. Market Size and Forecast

    • Strong needs for skin health and total wellbeing are the halos of future expansion despite growth temporarily slowing down in 2022
      • Figure 11: Sales value and growth rate of total women’s facial skincare market, 2017-22 (est)
      • Figure 12: Best- and worst-case forecast of retail value of women’s facial skincare market, China, 2017-27
  5. Market Factors

    • Overall budget control on facial skincare will likely continue
    • Skincare will lead holistic beauty routines in the post-pandemic era
    • More attention towards skin health, especially skin barrier-related issues
    • Strong demand for function-driven skincare
      • Figure 13: Attitudes towards domestic BPC brands, China, 2022
    • Comprehensive and stricter regulations on beauty industry
      • Figure 14: Regulations of efficacy claims of beauty products, 2021
    • ESG facilitates the development of sustainability in beauty market
    • Douyin emerging as one of the major ecommerce platforms for beauty
  6. Market Share

    • Strong facial skincare trends accelerated the expansion of women’s facial skincare market in 2021
      • Figure 15: Leading manufacturers’ share in value sales of women’s facial skincare market, China, 2020 and 2021
    • Most international companies performed well in share expansion
    • Some domestic beauty companies stood out with high-efficacy image
  7. Marketing Activities

    • Explore the power of botanical/natural ingredients
      • Figure 16: Fresh’s new product launch with natural ingredients, China, 2022
    • Building up connections between sustainability movements and skincare benefits
      • Figure 17: L’Oréal’s sustainability activity, China, 2022
    • Draw attention from young audience
    • Leverage the influence of young celebrities
      • Figure 18: SK-Ⅱ’s cooperation with young celebrities, China, 2022
    • Co-branding with coffee brands to attract traffic from young consumers
      • Figure 19: Helena Rubinstein’s co-branding with coffee brand, China, 2022
    • Call for DEI in beauty industry
      • Figure 20: Proya’s gender equity campaign, China, 2021-22
    • Skincare solutions integrate products and services to find new business
      • Figure 21: Clarins Precious series, China, 2022
    • NFTs as a way to expand business scope
      • Figure 22: Clinique’s introduction of NFTs, US, 2021
  8. New Product Trends

    • More focused on facial cleansers compared to overseas markets
      • Figure 23: New product launches in women’s facial skincare market, by sub-category, US, UK, Japan, South Korea and China, 2021-22 (Jan-Jul)
    • More relaunches to ensure a higher ROI
      • Figure 24: New product launches in women’s facial skincare market, by launch type, China, 2018-22 (Jan-Jul)
    • Mass facial skincare enlarged its portion in new launches
      • Figure 25: Price positioning in new women’s facial skincare product launches, China, 2018-22 (Jan-Jul)
    • Essence and oil continue to win the texture game in 2022
      • Figure 26: New product launches in women’s facial skincare market, by format and texture, China, 2018-22
    • Convenience and sustainability-related claims bring business opportunities
      • Figure 27: Top claims in new women’s facial skincare product launches, China, 2018-22 (Jan-Jul)
      • Figure 28: Examples of new product launches with ‘ease of use’/’on-the-go’ claims, South Korea and Japan, 2022
    • Total wellbeing enhancement brings new opportunities
      • Figure 29: Example of skincare brand tapping into overall wellbeing benefits, UK
    • Hi-tech empowers personalisation in beauty
      • Figure 30: Press release of SHISEIDO’s Beauty DNA Program, Japan, 2022
  9. Usage of Facial Skincare Products

    • Overall penetration unchanged from 2021 level
      • Figure 31: Usage of facial skincare products, 2020-22
      • Figure 32: Repertoire of facial skincare used in the last six months, 2022
    • 40-49s adopt more facial skincare
      • Figure 33: Usage of facial skincare products, by age, 2022
      • Figure 34: Gaps of usage of facial skincare products, 2022 vs 2021 (as benchmark), by age
    • Mid and high-household earners contribute more to usage retention
      • Figure 35: Usage of facial skincare products, by monthly household income, 2022
    • Consumers with damaged skin barrier seek help from facial serum, cleanser, toner, moisturiser, spray and special treatments
      • Figure 36: Usage of facial skincare products, by damaged skin barrier symptoms, 2022
  10. Attitudes towards Facial Skincare

    • Only one third of consumers perceived their skin condition as healthy
    • Skin barrier damage is a major issue among females
      • Figure 37: Facial skin conditions, 2022
      • Figure 38: Skin issues, total and by age, 2022
    • Strong functionality appeals to nearly 60% of women
      • Figure 39: Aesop’s official entry into China market, 2022
      • Figure 40: Preference for function-driven facial skincare brands, 2022
      • Figure 41: Preference for function-driven facial skincare brands, by age, 2022
    • Domestic function-driven brands more popular among consumers
      • Figure 42: Country preference of function-driven facial skincare brands, 2022
    • Young consumers prefer domestic brands
      • Figure 43: Country preference of function-driven facial skincare brands, by age, 2022
    • Simplified skincare likely to be the next trend
      • Figure 44: Preference for facial skincare method, 2022
      • Figure 45: Gaps of usage of facial skincare products, ‘prefer intensive facial skincare method’ vs ‘prefer simplified facial skincare method’ (as benchmark), 2022
    • Polarised attitudes towards skincare selection resources
      • Figure 46: Facial skincare product selection, 2022
  11. Selection Factors of Function-driven Brands

    • Famous R&D teams and biotechnology backgrounds are the biggest draws
      • Figure 47: Selection factors of function-driven brands, 2022
    • Females with damaged skin barrier more interested in biotechnology background and ingredient innovation
      • Figure 48: Selection factors of function-driven brands, by damaged skin barrier symptoms, 2022
    • Famous R&D team, biotechnology background and laboratory data together could recruit 90% of consumers
      • Figure 49: TURF analysis of selection factors of function-driven brands, 2022
  12. Perception of Skin Barrier

    • Damaged skin barrier leads to multiple skin issues and requires specific treatments
      • Figure 50: Shanghai Chicmax’s new skincare brand specialising in skin microbiome protection, China, 2022
      • Figure 51: Perception of skin barrier, 2022
    • Consumers with damaged skin barrier relate it to skin aging more
      • Figure 52: Perception of skin barrier – ‘agree’, by damaged skin barrier symptoms, 2022
  13. Methods Adopted for Damaged Skin Barrier

    • Proactive approaches to tackling damaged skin barrier are mainstream
      • Figure 53: Methods adopted to deal with damaged skin barrier, 2022
    • Different skincare beliefs lead to totally different solutions
      • Figure 54: Methods adopted to deal with damaged skin barrier, by the preference of facial skincare method, 2022
  14. Thoughts about Product Selection and Usage

    • Efficacy enhancement is more expected rather than advertising
      • Figure 55: Brands’ return services, China
      • Figure 56: Thoughts about product selection and usage, 2022
    • Professional guidance needed to ensure product selection efficiency among the non-experienced
      • Figure 57: Thoughts about product selection and usage, by agreement on ‘I haven’t found a skincare solution that perfectly works for my skin’, 2022
    • Straight to repairing damaged skin barrier will resonate with experienced females
      • Figure 58: Thoughts about product selection and usage, by agreement on ‘It takes too much of my time/money to select the right skin care products’, 2022
    • Consumers with unhealthy skin self-perception feel frustrated with skincare selection
      • Figure 59: Thoughts about product selection and usage – ‘agree’, by facial skin conditions, 2022
    • Intensive skincare advocators show high interest in brands with co-creation programs
      • Figure 60: Thoughts about product selection and usage – ‘agree’, by facial skincare method, 2022
    • 18-24s lack experience in selecting skincare products
      • Figure 61: Thoughts about product selection and usage – ‘agree’, by age, 2022
  15. Beauty Personas

    • Who are they?
    • Beauty Mavens are eager to see more resources though they are trend leaders already
      • Figure 62: Facial skincare product selection, by beauty persona, 2022
    • Aggressive Apprentices are optimistic that damaged skin barrier would recover
      • Figure 63: Selected perception of skin barrier – ‘agree’, by beauty persona, 2022
    • Aggressive Apprentices more likely to use serums with repairing/fortifying skin barrier functions
      • Figure 64: CHAID analysis of methods adopted to deal with damaged skin barrier, 2022
  16. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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