2022
0
China Facial Cleansing and Makeup Removal Products Market Report 2022
2022-10-05T04:19:20+01:00
OX1103105
3695
156241
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Report
en_GB
“Milder products are sought most after the resurgence of COVID-19 in 2022, followed by those with better skincare benefits or with better moisturising results. The demands are the same for…

China Facial Cleansing and Makeup Removal Products Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Milder products are sought most after the resurgence of COVID-19 in 2022, followed by those with better skincare benefits or with better moisturising results. The demands are the same for both facial cleansing products and makeup removal products. Makeup removal oil has obtained slight increasing usage penetration over the last year, but the old stereotypes that oil products are greasy and will cause acne and block pores have stopped consumers from first trials. When promoting makeup removal oil, besides good cleansing effects and mildness to skin, brands can also provide vivid description of the product texture and authentic evidence about improvements of blackheads and pores.”
– Jane Chai, Research Analyst

Key issues covered in this Report

  • Competitive landscape in online channels
  • Consumers’ usage of facial cleansing and makeup removal products
  • Behaviour changes compared to the time before the outbreak
  • Features to enhance skincare benefits and skin sensations
  • Reasons and barriers for consumers to use makeup removal oil

Table of Contents

  1. Overview

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

            • The market
              • Facial cleansing market slowed down; makeup removal market turned to decline
                • Figure 1: Total value sales of facial cleansing and makeup removal products, China, 2020-22
              • Companies and brands
                • Online facial cleansing market is stable and mature
                  • Figure 2: Top 10 brands by online* value shares of facial cleansing products, China, 2021
                • Leading players still have a solid position online in makeup removal category
                  • Figure 3: Top 10 brands by online* value shares of makeup removal products, China, 2021
                • The consumer
                  • Staple products remain stable; niche segments see growth
                    • Figure 4: Usage of facial cleansing or makeup removal products in the last six months, 2021-22
                  • Milder and more nourishing products have stronger demands after outbreak
                    • Figure 5: Behaviour change, 2022
                  • Satisfy basic skincare needs under premise of safety
                    • Figure 6: Features to enhance skincare benefits, 2022
                  • A good skin sensation is a comprehensive sensory experience
                    • Figure 7: Features of good skin sensation, 2022
                  • Good makeup removal effects and mildness are major selling points for makeup removal oil
                    • Figure 8: Reasons to use makeup removal oil, 2022
                  • Old stereotypes of oil facial skincare products prevent consumers from trying makeup removal oil
                    • Figure 9: Barriers to using makeup removal oil, 2022
                  • What we think
                  • Issues and Insights

                    • Innovate in depth and breadth to take better care of mask face
                      • Break the stereotypes of oil products to further expand markets
                        • Figure 10: Bobbi Brown’s Soothing Cleansing Oil, China, 2020-22
                        • Figure 11: Florasis’ Flower Nourishing Cleansing Oil, China, 2022
                    • Market Size

                      • Market slump due to COVID resurgence
                        • Figure 12: Total value sales of facial cleansing and makeup removal products, China, 2020-22
                    • Market Factors

                      • Mask face has new demands for facial cleansing and makeup removal
                        • COVID has changed consumers’ BPC routines
                          • Stricter regulations on benefit claims
                            • New formats continue to emerge
                            • Online Market Share

                              • The overall competitive landscape remained stable in facial cleansing category
                                • Figure 13: Top 10 brands by online* value shares of facial cleansing products, China, 2021
                              • Zhiben was a black horse in facial cleansing market
                                • Figure 14: Zhiben’s client service, China, 2021
                              • Shu Uemura consolidate its leading position in makeup removal category
                                • Figure 15: Top 10 brands by online* value shares of makeup removal products, China, 2021
                              • EVE LOM achieved satisfactory performance after ownership change
                              • Marketing Activities

                                • Integrate environmental protection into brand gene
                                  • Figure 16: Zhiben’s refill package, China, 2021
                                  • Figure 17: Zhiben’s ‘Bottle Planet’ empty bottle recycling plan, China, 2022
                                • Get rid of greasy stereotype
                                  • Figure 18: Freeplus’ cooperation with CHUNFENG, China, 2022
                                • Create spa-level experience for facial cleansing and makeup removing
                                  • Figure 19: EVE LOM’s cooperation with luxury hotels, China, 2022
                                  • Figure 20: Shu Uemura’s music playlist, China, 2022
                              • New Product Trends

                                • Moisturising/hydrating is the top growing claim in facial cleansing category
                                  • Figure 21: Top 10 growing claims in new launched facial cleansers, China, 2020-21
                                • Safety is this year’s theme for makeup removal products
                                  • Figure 22: Top 10 growing claims in new launched makeup remover, China, 2020-21
                                • Oil texture is the focus of NPD in makeup removal category
                                  • Figure 23: Top 10 formats of new launched removers, China, 2020-21
                                • Waterless formats provide convenience
                                  • Figure 24: New product launches in waterless formats in facial cleansing or makeup removal categories, US and South Korea, 2021
                                • Combine advanced skincare benefits
                                  • Figure 25: New product launches with advanced skincare benefits, China, 2022
                                • Technological innovations continue to emerge
                                  • Figure 26: HBN’s Honeymate Beauty Naturalism Advanced Gentle Foaming Facial Cleanser, China, 2021
                                  • Figure 27: Dr. Alva’s Zymolysis Extraction Professional Skin Law Cleansing Cream, China, 2022
                              • Usage of Facial Cleansing and Makeup Removal Products

                                • A richer product repertoire for makeup removing
                                  • Figure 28: Number of types of facial cleansing or makeup removal products used in the last six months, 2022
                                • Niche segments see slight increase
                                  • Figure 29: Usage of facial cleansing or makeup removal products in the last six months, 2021-22
                                • Young women explore more makeup removal products
                                  • Figure 30: Usage of facial cleansing or makeup removal products in the last six months, 18-24 year olds, 2021-22
                                  • Figure 31: Usage of facial cleansing or makeup removal products in the last six months, 40-49 year olds, 2021-22
                                • 50-59s focus on traditional facial cleansing products
                                  • Figure 32: Usage of facial cleansing or makeup removal products in the last six months, by age, 2022
                                • Skin type and sensitivity lead to different product usage
                                  • Figure 33: Skin type and sensitivity, 2021-22
                                  • Figure 34: Usage of facial cleansing or makeup removal products in the last six months, by skin type, 2021-22
                                  • Figure 35: Usage of facial cleansing or makeup removal products in the last six months, by skin sensitivity, 2021-22
                              • Behaviour Change

                                • Mask face needs better care
                                  • Figure 36: Behaviour change, 2022
                                • See the tendency to bring less burden on skin
                                  • Combination skin consumers prefer milder and more moisturising products; Oily and neutral skin consumers try different textures/formats
                                    • Figure 37: Behaviour change – Facial cleansing, by skin type, 2022
                                    • Figure 38: Behaviour change – Makeup removing, by skin type, 2022
                                • Features to Enhance Skincare Benefits

                                  • Safety is the premise
                                    • Figure 39: Features to enhance skincare benefits, 2022
                                    • Figure 40: Turf analysis of features to enhance skincare benefits, 2022
                                  • Young women worry about skin issues; older women pay particular attention to effective ingredients
                                    • Figure 41: Features to enhance skincare benefits, by age, 2022
                                • Features of Good Skin Sensation

                                  • Moisturising is a necessary feature
                                    • Figure 42: Features of good skin sensation, 2022
                                  • Comprehensive sensory experience contributes to a good skin sensation
                                    • Figure 43: Turf analysis of features of good skin sensations, 2022
                                  • Young women focus on safety and convenience; mature women favour moisturising effect and cool feeling
                                    • Figure 44: Features of good skin sensation, by age, 2022
                                  • Pleasant scent can help charge extra
                                    • Figure 45: Features of good skin sensation, by monthly personal income, 2022
                                • Reasons to Use Makeup Removal Oil

                                  • A good makeup removal effect and mildness top the list
                                    • Figure 46: Reasons to use makeup removal oil, 2022
                                  • Women over age 30 appreciate the skincare benefits of makeup removal oil much more than young consumers
                                    • Figure 47: Reasons to use makeup removal oil, by age, 2022
                                  • Makeup removal oil attracts different skin types for different reasons
                                    • Figure 48: Reasons to use makeup removal oil, by skin type, 2022
                                • Barriers to Using Makeup Removal Oil

                                  • Old stereotypes are major barriers to using makeup removal oil
                                    • Figure 49: Barriers to using makeup removal oil, 2022
                                  • Consumers expect user-friendly makeup removal oil
                                    • Figure 50: Examples of makeup removal oil that is convenient to use, China, 2021-22
                                  • Sensitive skin consumers are cautious about using makeup removal oil
                                    • Figure 51: Barriers to using makeup removal oil – Not suitable for my skin type, by skin type and sensitivity, 2022
                                    • Figure 52: Zhuben’s makeup removal oil for different skin types, China, 2021
                                • Beauty Personas

                                  • Who are they?
                                    • Holistic Wellbeing Followers require better skincare benefits; Enthusiastic Experimenters have used less frequent
                                      • Figure 53: Behaviour change – Facial cleansing, by beauty persona, 2022
                                      • Figure 54: Behaviour change – Makeup removing, by beauty persona, 2022
                                    • Beauty Mavens and Ethical Consumers are in favour of natural ingredients; Enthusiastic Experimenters focus on blackheads and pores
                                      • Figure 55: Reasons to use makeup removal oil, by beauty persona, 2022
                                  • Appendix – Market Size

                                      • Figure 56: Total value sales of facial cleansing products market, China, 2018-22
                                      • Figure 57: Total value sales of makeup removal products market, China, 2018-22
                                  • Appendix –Methodology and Abbreviations

                                    • Consumer research methodology
                                      • Abbreviations

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