2022
0
China Colour Cosmetics – Eye and Eyebrow Market Report 2022
2022-07-27T04:06:49+01:00
OX1103271
3695
153606
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Report
en_GB
“Applying eye colour cosmetics has become both a regular makeup routine and a way of self-expression. On the product level, texture can be the next major focus in communication with…

China Colour Cosmetics – Eye and Eyebrow Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Applying eye colour cosmetics has become both a regular makeup routine and a way of self-expression. On the product level, texture can be the next major focus in communication with consumers, especially young women, while the skinification trend can be harnessed when targeting mature women. On the spiritual level, brands can add more emotional value such as customised features or personality expressions to their products to resonate with consumers.”
– Jane Chai, Research Analyst

This Report looks at the following areas:

  • Market overview and innovations of eye and eyebrow colour cosmetics
  • Competitive landscape and top players in the eye and eyebrow colour cosmetics market
  • Usage of eye and eyebrow colour cosmetics
  • Usage pain points and most attractive claims for eyeshadow
  • Information source for eye and eyebrow colour cosmetics
  • Consumer attitudes towards eye and eyebrow makeup

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • The market
              • A sharp decline due to COVID resurgence
                • Figure 1: Best- and worst-case forecast of total value sales of eye and eyebrow colour cosmetics, China, 2017-27
              • Companies and brands
                • Figure 2: Top 10 manufacturers of eye and eyebrow colour cosmetics, China, 2020-21
              • The consumer
                • Consumers shift towards natural eye makeup styles
                  • Figure 3: Behaviour change in eye makeup style, 2022
                • Slightly decreased usage of staple eye and eyebrow makeup
                  • Figure 4: Usage of eye and eyebrow makeup, 2018 vs 2022
                • Maintaining eye makeup effects is the major concern
                  • Figure 5: Usage pain points of eyeshadow, 2022
                • Good texture is the most attractive feature for an eyeshadow
                  • Figure 6: Interested eyeshadow claims, 2022
                • Creating multiple touchpoints to reach more consumers
                  • Figure 7: Information source, 2022
                • Skinification trend can tap into eye and eyebrow makeup
                  • Figure 8: Interest in innovations, 2022
                • Linking emotional fulfilment to eye and eyebrow makeup
                  • Figure 9: Attitudes towards eye and eyebrow makeup, 2022
                • What we think
                • Issues and Insights

                  • Texture can deliver a good story
                    • Figure 10: Examples of communication concerning texture, China, 2021-22
                  • Provide consumers with emotional value
                    • Figure 11: Hana Organic The Palette, Japan, 2021
                    • Figure 12: Examples of different eye makeup styles designed for different personality, China, 2022
                • Market Size and Forecast

                  • Market slump in 2022
                    • Figure 13: Total value sales and growth of colour cosmetics market, by segment, China, 2021-22 (est)
                  • Potential to rebound in near future
                    • Figure 14: Best- and worst-case forecast of total value sales of eye and eyebrow colour cosmetics, China, 2017-27
                • Market Segmentation

                  • Eyeshadow remains the focus
                    • Smaller segments gain momentum
                    • Market Factors

                      • Cautious consumer attitudes towards colour cosmetics
                        • Supply side faces multiple pressures
                          • Natural makeup styles become mainstream
                            • Mature women adopt more types of eye makeup
                              • A comparable penetration between domestic and foreign brands
                                • Figure 15: Brand choice of BPC products after COVID-19 – ‘Colour cosmetics’, 2022
                            • Market Share

                              • L’Oréal enhanced its presence in eye makeup
                                • Yatsen E-commerce lost share in fierce competition
                                  • Florasis continued strong momentum
                                    • Rising stars each have their own advantages
                                      • Figure 16: Top 10 manufacturers of eye and eyebrow colour cosmetics, China, 2020-21
                                  • Marketing Activities

                                    • Resonate consumers with oriental stories
                                      • Figure 17: Florasis’ promotion activities leveraging oriental stories, China, 2021
                                    • Provide consumers with value-added offline services
                                      • Figure 18: Shu Uemura’s offline services, China, 2022
                                    • Speak the language of young generations
                                      • Figure 19: Perfect Diary’s eyeshadow palette collaborating with Honor of Kings, China, 2022
                                  • New Product Trends

                                    • Eyeshadow and eyeliner remain the focus of innovations
                                      • Figure 20: New launches in colour cosmetics, by subcategory, China, 2020-21
                                    • Add a new step to improve eye makeup effects
                                      • Figure 21: Urban Decay Eyeshadow Primer Potion, China, 2022
                                    • Attract consumers’ attention through futuristic initiatives
                                      • Figure 22: Urban Decay Naked Cyber Eyeshadow Palette, China, 2021
                                      • Figure 23: The Unseen Spectra Eye Colour, UK, 2021
                                    • Newly emerged segment, eye puffiness pen
                                      • Figure 24: Examples of new launches in eye puffiness pen, China, 2022
                                    • Matte is a new focus of eye makeup
                                      • Figure 25: Examples of new launches with less saturated colourway, South Korea, 2022
                                    • Multi-use products gain popularity
                                      • Figure 26: Everbab plain matte six colour eyeshadow palette, China, 2022
                                  • Colour Cosmetics Usage Change

                                    • Around a quarter of consumers have a prudent attitude towards colour cosmetics
                                      • Figure 27: Behaviour change in colour cosmetics, 2022
                                    • Natural makeup style is more prevalent now
                                      • Figure 28: Behaviour change in eye makeup style, 2022
                                  • Usage of Eye and Eyebrow Makeup

                                    • The usage of staple eye makeup declines slightly
                                      • Figure 29: Usage of eye and eyebrow makeup, 2018 vs 2022
                                    • 50-59s focus on eyebrow pencils
                                      • Figure 30: Usage of eye and eyebrow makeup, by age, 2022
                                  • Usage Pain Points of Eyeshadow

                                    • Difficulties maintaining eye makeup effects underpin the top concerns
                                      • Figure 31: Usage pain points of eyeshadow, 2022
                                    • Consumers are concerned about the skin around the eyes
                                      • 18-24s are eager for transfer-proof solutions; 25-29s are frustrated by texture
                                        • Figure 32: Usage pain points of eyeshadow, by age, 2022
                                      • Provide value-added options for affluent consumers
                                        • Figure 33: Usage pain points of eyeshadow, by monthly personal income, 2022
                                    • Interested Eyeshadow Claims

                                      • Texture can create an attractive story
                                        • Figure 34: Interested eyeshadow claims, 2022
                                      • Durable and delicate makeup effects help reach a broader consumer base
                                        • Figure 35: Turf analysis of interested eyeshadow claims, 2022
                                      • Wide applicability is also important
                                        • Skincare benefits could be valuable add-ons
                                          • Figure 36: Interested eyeshadow claims, by age, 2022
                                      • Information Source

                                        • Comprehensive shopping websites are the major information source
                                          • Figure 37: Information source, 2022
                                        • Brick-and-mortar stores are also key touchpoints
                                          • Beauty KOLs are influential information channels
                                            • Figure 38: Turf analysis of information source, 2022
                                          • Beauty KOLs are popular among young women; mid-aged groups prefer offline stores
                                            • Figure 39: Information source, by age, 2022
                                        • Interest in Innovations

                                          • Skincare eyeshadow arouses the most interest
                                            • Figure 40: Interest in innovations, 2022
                                            • Figure 41: JEJO’s sparkle stars/matte shadow liquid, China, 2021
                                          • Personalisation helps trigger purchases, especially for affluent consumers
                                            • One third of consumers is interested in dual reality eye makeup
                                            • Attitudes towards Eye and Eyebrow Makeup

                                              • Eye makeup can provide emotional value
                                                • Figure 42: Attitudes towards the eye and eyebrow makeup, 2022
                                                • Figure 43: Interested eyeshadow claims, by attitudes towards eye and eyebrow makeup, 2022
                                              • Consumers actively follow the latest eye makeup trends
                                                • Figure 44: Variation of the eye and eyebrow makeup style, 2022
                                              • Around one third of consumers have adopted alternative solutions to eyebrow and eyelash makeup
                                                • Figure 45: Preference for strengthening eyebrow and eyelash look, 2022
                                                • Figure 46: Preference for strengthening eyelash look, by preference for strengthening eyebrow look, 2022
                                              • Different focuses on eyebrow makeup lead to different product usage
                                                • Figure 47: Focus of eyebrow makeup, by preference for strengthening eyebrow look, 2022
                                                • Figure 48: Usage of eyebrow makeup, by preference for strengthening eyebrow look, 2022
                                            • Beauty Personas

                                              • Who are they?
                                                • Beauty Mavens and Enthusiastic Experimenters dare to use vibrant eye makeup
                                                  • Figure 49: Behaviour change in eye makeup style, by beauty persona, 2022
                                                • Aggressive Apprentices are big KOL advocators; Beauty Mavens and Holistic Wellbeing Followers listen to beauty specialist retailers
                                                  • Figure 50: Information source, by beauty persona, 2022
                                                • Beauty Mavens enjoy the eye makeup process; Aggressive Apprentice indulge in eye makeup skills
                                                  • Figure 51: Attention while applying eye and eyebrow makeup, by beauty persona, 2022
                                              • Appendix – Market Size and Forecast

                                                  • Figure 52: Market value of eye and eyebrow colour cosmetics, China, 2017-27
                                              • Appendix – Methodology and Abbreviations

                                                • Consumer research methodology
                                                  • Abbreviations

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