2021
0
China Colour Cosmetics – Eye and Eyebrow Market Report 2021
2021-07-15T12:29:50+01:00
OX1049633
3695
140260
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Report
en_GB
“Females’ interest in beauty, their evolving makeup looks, and the emerging of domestic brands have together helped China’s eye and eyebrow colour cosmetics market prosper. But the category draws a…

China Colour Cosmetics – Eye and Eyebrow Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Females’ interest in beauty, their evolving makeup looks, and the emerging of domestic brands have together helped China’s eye and eyebrow colour cosmetics market prosper. But the category draws a smaller budget from consumers compared to face and lip makeups. Moreover, the limited price range in which brands compete and severe rivalries drive brands to find new perspectives and areas for growth. Future opportunities lie in white spaces for differentiation in near eye safety and intriguing colour communications around smaller products that have not seen homogenisation yet, such as single colour eyeshadows.”
– Anne Yin, Research Analyst

Key issues covered in this report

  • Change in females’ makeup behaviours after COVID-19 outbreak
  • Different eye/eyebrow makeup usage for daily and special occasion makeup looks
  • Different eyeshadow texture preferences for different occasions
  • Different occasions’ usage and consumers’ future interest in eye makeup looks
  • Drivers of non-users’ first and current users’ next eyeshadow purchases

Table of Contents

  1. Overview

      • Key issues covered in this report
        • Definitions
          • Excluded:
          • Executive Summary

              • The market
                • A leading sector despite COVID-19
                  • Figure 1: Best- and worst-case forecast of total value sales of eye and eyebrow colour cosmetics, China, 2015-25
                • Companies and brands
                  • Figure 2: Top 10 manufacturers of eye and eyebrow colour cosmetics, China, 2019-20
                • The consumer
                  • Consumers exposed to various eye and eyebrow concerns
                    • Figure 3: Eye and eyebrow concerns, 2021
                  • 11% not wearing eye makeup even for special occasions
                    • Figure 4: Usage of products and occasions, 2021
                  • Learning continues while usage disrupted
                    • Figure 5: Makeup behaviour change, 2021
                  • Boldly using different textures
                    • Figure 6: Preference for eyeshadow textures, 2021
                  • Safety needs not yet being catered to
                    • Figure 7: Purchase drivers of eyeshadow, 2021
                  • Around eye makeups important for daily looks
                    • Figure 8: Interest in eye makeup looks, 2021
                  • What we think
                  • Issues and Insights

                    • Time to talk about near eye safety
                      • Figure 9: Examples of toxin free eyeshadow products, France and Netherlands, 2021
                      • Figure 10: Example of eyeshadow products targeting sensitive skin, Belarus and USA, 2021
                      • Figure 11: Examples of eye primer makeups, USA and Canada, 2021
                    • Ignite sales via single colour eyeshadow
                      • Single colour eyeshadow brings special shine
                        • Colour oriented communication could build the next ‘hit’
                          • Figure 12: Example of presenting single colour eyeshadow as a plus one, China, 2021
                      • Market Size and Forecast

                        • Continued positive growth in 2021
                          • Figure 13: Best- and worst-case forecast of total value sales of eye and eyebrow colour cosmetics, China, 2015-25
                      • Market Segmentation

                        • Eyeshadow sector leads growth of the market
                          • Eyebrow sector maturing with new players entering
                            • Colour help eyeliner and mascara sectors to continuously grow
                            • Market Factors

                              • Solid consumer interest even when facing external disruption
                                • Delicate eye looks even for daily occasions
                                  • Colour exploring consumers
                                    • Attention towards expiration affects purchase cycle
                                    • Market Share

                                      • A winning year for emerging domestic brands
                                        • Figure 14: Top 10 manufacturers of eye and eyebrow colour cosmetics, China, 2019-20
                                      • Judydoll winning with continuous new launches
                                        • Figure 15: Judydoll new launches, China, 2021
                                      • Perfect Diary continues expansion via hero product extension
                                        • Figure 16: Range extension of Animal series of eyeshadow palettes, China, 2020-21
                                      • Florasis quickly adapted to the new e-commerce trend
                                        • Figure 17: Florasis eyebrow pencil, China, 2021
                                      • International companies introducing new premium brands
                                      • Marketing Activities

                                        • Going towards omnichannel
                                          • Differentiated with designs
                                            • Figure 18: Examples of eyeshadow palettes with differentiated visual designs, China, 2021
                                          • Add sensory to colours
                                            • Figure 19: ASMR colour cosmetics video, China, 2021
                                        • New Product Trends

                                          • Eyeshadow and eyeliners are growing more active
                                            • Figure 20: New launches in colour cosmetics, by subcategory, China, 2019-20
                                          • Eyeshadow further in beauty jewellery
                                            • Figure 21: Examples of eyeshadow palettes designed as decorative items, China, 2021
                                          • Scents for additional appeal
                                            • Figure 22: Examples of scented eyeshadow palette, Italy and US, 2020
                                          • Select or add ingredients to enhance safety
                                            • Add more antioxidants
                                              • Figure 23: Examples of eye makeups with antioxidants, USA, France, and China, 2020-21
                                            • Colourful eyeliner
                                              • Figure 24: Examples of colourful eyeliners, China, 2021
                                          • Eye and Eyebrow Concerns

                                            • Filling in and enhancing eyebrows and eyelashes in demand
                                              • Figure 25: Eye and eyebrow concerns, 2021
                                            • Gradually learning suitable eyebrow looks
                                              • Figure 26: Change in eye and eyebrow concerns, 2021 vs 2018 (as benchmark)
                                            • Active eye look exposes more eyelash concerns
                                              • Customised guidance for younger females
                                                • Figure 27: Eye and eyebrow concerns, by age, 2021
                                            • Usage of Products and Occasions

                                              • Eye and eyebrow makeups are redundant for 20% of women’s daily looks
                                                • Figure 28: Usage of products and occasions, 2021
                                              • Delicate makeup for daily looks as well
                                                • Young women are the most active in using eyeshadows
                                                  • Figure 29: Usage of eyeshadow products and occasions, by age, 2021
                                                • Use single colour eyeshadow to pop for special looks
                                                  • Figure 30: Usage of eyeshadow products and occasions, by monthly personal income, 2021
                                              • Makeup Behaviour Change

                                                • Lowered frequency but more exploring
                                                  • Figure 31: Makeup behaviour change, 2021
                                                • A shift in colour leads in eye look exploration
                                                  • Figure 32: Percentages of users who have tried new colours in eye, lip, and face makeup, 2021
                                                • Younger females prioritise tutorial over products
                                                  • Figure 33: Makeup behaviour change, by age, 2021
                                              • Preference for Eyeshadow Texture

                                                • Different texture for different occasions
                                                  • Figure 34: Preference for eyeshadow textures, 2021
                                                • Younger females over 25 prefer satin to polarised glitter
                                                  • Figure 35: Preference for eyeshadow textures – satin and polarised glitter, by age, 2021
                                              • Purchase Drivers of Eyeshadow

                                                • Highlight safety to cater to consumers’ unmet needs
                                                  • Figure 36: Purchase drivers of eyeshadow, 2021
                                                • Current users’ next purchase is driven less by brand appeal
                                                  • Figure 37: Purchase drivers of eyeshadow, eyeshadow users vs non-users, 2021
                                                • Trendy colour collections start in the mid-20s
                                                  • Figure 38: Purchase drivers of eyeshadow, by age, 2021
                                              • Interest in Eye Makeup Looks

                                                • Delicate around eye makeup for daily occasions
                                                  • Figure 39: Interest in eye makeup looks, 2021
                                                  • Figure 40: Usage of selected eye makeup looks, by age, 2021
                                                • Suitability drives consumers away from smokey eye
                                                • Appendix – Market Size and Forecast

                                                    • Figure 41: Total value sales of eye and eyebrow colour cosmetics, China, 2015-25
                                                • Appendix –Methodology and Abbreviations

                                                  • Consumer research methodology
                                                    • Abbreviations

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