2021
0
Facial Cleansing and Makeup Removal Products – China – 2021
2021-09-07T04:04:08+01:00
OX1046079
3695
142165
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Report
en_GB
“Additional skincare benefits and milder products will continue to drive value growth in both the facial cleansing and makeup removal product markets. However, in the face of intense competition, brands…

Facial Cleansing and Makeup Removal Products – China – 2021

£ 3,695 (Excl.Tax)

Report Summary

“Additional skincare benefits and milder products will continue to drive value growth in both the facial cleansing and makeup removal product markets. However, in the face of intense competition, brands are recommended to step beyond simply claiming ‘suitable for sensitive skin’ when conveying mildness, and offering realistic, achievable must-have skincare benefits via product solutions, to attract consumers’ interest in trading up.”
– Anne Yin, Research Analyst

This Report looks at the following areas:

  • Online competitors’ performance in 2021
  • Consumers’ skin type and sensitivity
  • Usage of facial cleansing and makeup removal products and routines for different occasions
  • Features needed in facial cleansing products
  • Trade-up factors for facial cleansing and makeup removal products
  • Features to build a mild product image
  • Spending on makeup removal products

Table of Contents

  1. Overview

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

              • The market
                • Fast growth projected for both market in 2021
                  • Figure 1: Total value sales of facial cleansing and makeup removal products, China, 2019-21
                • Companies and brands
                  • Mildness supports growth for newer cleanser brands
                    • Figure 2: Top 10 brands by online* value shares of facial cleansing products, China, 2021
                  • Natural, safe, sensitive skin brands uprising
                    • Figure 3: Top 10 brands by online* value shares of makeup removal products, China, 2021
                  • The consumer
                    • Males growing in having combination skin
                      • Figure 4: Skin type and sensitivity, by gender, 2021
                    • 75% of males have used facial cleansing products
                      • Figure 5: Usage of facial cleansing and makeup removal products, by gender, 2021
                    • 83% of male include facial cleanser in daily skincare routines
                      • Figure 6: Routines of washing face, male, 2021
                      • Figure 7: Routines of washing face, female, 2021
                    • Females value second-round cleansing
                      • Figure 8: Facial cleansing needs, by gender, 2021
                    • Cleansing efficacy, skincare benefits, and mildness trigger trading up
                      • Figure 9: Features willing to pay more for, 2021
                    • Build mildness via cleanness and skin sensations
                      • Figure 10: Feature for mildness, 2021
                    • Compacted price range under RMB100
                      • Figure 11: Price range of makeup removal products, 2021
                    • What we think
                    • Issues and Insights

                      • Cleansers’ skincare benefits: nice to have and must-haves
                        • Expanding basic skincare functions for females
                          • Develop product solutions with advanced skincare benefits for males
                            • Opportunities in skin sensations
                              • Figure 12: Example of coherent skin sensation communication, China, 2021
                          • Market Size

                            • Growth rates took a hit in 2020
                              • Figure 13: Total value sales of facial cleansing and makeup removal products, China, 2019-21
                            • Estimated to bounce back to the fast lane in 2021
                            • Market Factors

                              • Solid consumer base for facial cleansers even among males
                                • Rigid beauty demand facilitating makeup usage recovery
                                  • Second-round cleansing protects both markets from cannibalisation
                                    • Skincare benefits and mildness continue to drive trade-ups
                                      • New regulations require proof for skincare benefit claims
                                      • Online Market Share

                                        • Top three brands unchanged in facial cleansing market
                                          • Figure 14: Top 10 brands by online* value shares of facial cleansing products, China, 2021
                                        • Males exploring newer brands
                                          • Figure 15: Example of domestic male grooming brand’s facial cleansing products, China, 2021
                                        • Mildness-pursuing consumers support newer clean brands
                                          • Figure 16: Example of domestic professional brand’s facial cleansing products, China, 2021
                                        • New popular remover brands emerging online
                                          • Figure 17: Top 10 brands by online* value shares of makeup removal products, China, 2021
                                        • Harvest growth via hero products
                                          • Figure 18: Shu uemura product line expansion into natural image removal oil, China, 2021
                                        • Sensitive skin and mildness pursuer support professional brands
                                          • Figure 19: CLNIQUE removal balm, China, 2021
                                        • Essential oil brands expanding to remover with natural image
                                          • Figure 20: Example of cleansing oil from essential oil brands, China, 2020-21
                                      • Marketing Activities

                                        • Cross category collaboration with Tech group to entice males
                                          • Figure 21: Example of cleansing oil from essential oil brands, China, 2020-21
                                        • Domestic company acquiring imported premium brand
                                        • New Product Trends

                                          • Top two growing claims are ‘ease of use’ and ‘for sensitive skin’
                                            • Figure 22: Top 10 growing claims in new launched facial cleansers, China, 2019-20
                                          • Wipe format facial cleansers increased
                                            • Figure 23: Example of cleansing oil from essential oil brands, China, 2020-21
                                          • Prebiotics/probiotics brings new prospective for skincare benefits
                                            • Figure 24: Change of 10 selected beauty enhancing and function claims in new launched facial cleansers, China, 2019-20
                                            • Figure 25: Example of facial cleansing products with prebiotics/probiotics claim, China, 2020-21
                                          • Richer formats NPD restored in 2021
                                            • Figure 26: Top 10 formats of new launched removers, China, 2019-21
                                          • Remover growing in bearing advanced skincare benefits
                                            • Figure 27: Top six growing beauty enhancing claims of new launched removers, China, 2019-21
                                            • Figure 28: Example of anti-aging makeup removers, China, 2021
                                          • Dermatologically tested removers
                                            • Figure 29: Examples of removers for sensitive skin, China and UK, 2021
                                        • Skin Type and Sensitivity

                                          • Percentage of ‘self-diagnosed’ sensitive skin stagnating
                                            • Figure 30: Skin type and sensitivity, by gender, 2021
                                          • Males increase in having a combination skin
                                            • Figure 31: Skin type, male, 2020 vs 2021
                                        • Usage of Facial Cleansing and Makeup Removal Products

                                          • Males lag in format variety
                                            • Figure 32: Usage of facial cleansing and makeup removal products, by gender, 2021
                                          • Younger females are less exploratory in trying various remover formats
                                            • Figure 33: Usage of makeup removal products, female, by age, 2021
                                        • Routines of Washing Face

                                          • 83% of men have established the habit of using facial cleanser
                                            • Figure 34: Routines of washing face, male, 2021
                                          • Using makeup removal is an essential step for women even when wearing sunscreens only
                                            • Figure 35: Routines of washing face, female, 2021
                                        • Facial Cleansing Needs

                                          • Nearly half value second round cleansing, especially women
                                            • Figure 36: Facial cleansing needs, 2021
                                          • Males are more interested in additional skincare benefits
                                            • Figure 37: Facial cleansing needs, by gender, 2021
                                            • Figure 38: TURF Analysis for facial cleansing needs, male, 2021
                                            • Figure 39: Facial cleansing needs, male, by age, 2021
                                        • Features Willing to Pay More for

                                          • Prioritise upgrading cleansing efficacy for removers
                                            • Figure 40: Features willing to pay more for, 2021
                                          • Communicate cleansers’ realistic skincare benefits to attract females
                                            • Figure 41: Features willing to pay more for facial cleansing products, by gender, 2021
                                        • Feature for Mildness

                                          • Consumers value ingredient level mildness
                                            • Figure 42: Feature for mildness, 2021
                                            • Figure 43: TURF Analysis for features of mildness, 2021
                                          • Skin sensation is the top feature to attract those who will pay for milder products
                                            • Figure 44: Feature for mildness, by willingness to pay more for milder products (with those unwilling as benchmark), 2021
                                          • Younger females resonate more with formula-based mildness
                                            • Figure 45: Feature for mildness, female, by age, 2021
                                        • Price Range of Removal Products

                                          • Major price range RMB20-100
                                            • Figure 46: Price range of makeup removal products, 2021
                                          • Remover trade-ups led by tier one city users
                                            • Figure 47: Price range of selected makeup removal products, by city tier, 2021
                                        • Appendix – Market Size

                                            • Figure 48: Total value sales of facial cleansing products market, China, 2018-21
                                            • Figure 49: Total value sales of makeup removal products market, China, 2018-21
                                        • Appendix – Methodology and Abbreviations

                                          • Consumer research methodology
                                            • Abbreviations

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