2022
0
Facial Masks – China – 2022
2022-05-27T04:03:01+01:00
OX1104739
3695
151640
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Report
en_GB
“As consumers are explorative in the usage of facial masks, brands are suggested to offer facial masks of various formats to satisfy their needs under different skin conditions and of…

£ 3,695 (Excl.Tax)

Report Summary

“As consumers are explorative in the usage of facial masks, brands are suggested to offer facial masks of various formats to satisfy their needs under different skin conditions and of different target groups. For two leading formats, specialisation of sheet materials can endorse functionality of sheet masks, and rinse-off masks can approach efficacy from the perspective of better absorption.”
– Tina He, Research Analyst

Key issues covered in this Report

  • Market overview and growth of China’s facial mask market.
  • Competitive landscape and new product trends in China’s facial mask market.
  • Usage change of different formats of facial masks.
  • Association between format/texture and functionality of sheet masks.
  • Advantages of rinse-off masks.
  • Usage of facial masks during different seasons.
  • Usage habits of facial masks.
  • Attitudes towards facial masks.

Table of Contents

  1. Overview

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

              • The market
                • Post-pandemic rebound in 2021
                  • Figure 1: Total value sales of facial masks, China, 2016-21
                • The impact from COVID-19 outbreak in 2022
                  • Figure 2: Summary of Mintel’s scenario expectations and the impact on the facial masks market, 2022
                  • Figure 3: COVID-19 scenario value forecasts for facial masks, 2016-26
                • Companies and brands
                  • Figure 4: Leading manufacturers’ share in value sales of facial masks market, China, 2020-21
                • The consumer
                  • Dominance of sheet masks, rising of sleeping and rinse-off masks
                    • Figure 5: Usage change, 2022
                  • Tell functionality from specialty, quality and flexibility of sheet materials
                    • Figure 6: Association between format/texture and functionality of sheet masks, 2022
                  • Flexibility and absorption are main appeal within rinse-off masks
                    • Figure 7: Advantages of rinse-off masks, 2022
                  • Despite overall stability, rinse-off masks can replace sheet masks in cold seasons
                    • Figure 8: Usage during different seasons, 2022
                  • Explorative usage of facial masks is prevalent
                    • Figure 9: Usage habits, 2022
                  • Medical dressings are believed to be safer and more effective
                    • Figure 10: Attitudes towards facial masks – medical dressings, 2022
                  • What we think
                  • Issues and Insights

                    • Competition around formats and textures of sheet masks
                      • Figure 11: Examples of facial masks using special materials, 2020 and 2022
                    • Shed light on rinse-off masks
                      • Figure 12: Example of a rinse-off mask paired with a self-heat ampoule, China, 2021
                    • Attract cosmetic surgery adopters
                      • Figure 13: Fresh’s promotion of Crème Ancienne series in cooperation with cosmetic surgery experts, China, 2022
                  • Market Size

                    • Picking up from the pandemic downturn
                      • Figure 14: Total value sales of facial masks, China, 2016-21
                  • Market Factors

                    • Some sheet mask brands struggle in price wars
                      • Non-sheet formats bring opportunities
                        • Figure 15: Top 10 formats and textures of new sheet mask launches, China, 2019-21
                      • Gaining from private domain traffic
                        • Medical dressings are faced with strict regulations
                        • COVID Influences (Including Market Forecast)

                          • COVID-19 China context
                            • COVID-19 impact on the market and consumer
                              • Cosmetics retail suffered from COVID outbreaks
                                • Financial pressure placed on nonessential spending
                                  • Young generations saved on beauty products
                                    • Figure 16: Changes in spending – beauty, by generation, 2022
                                  • Considering conservative spending on beauty and personal care in the long run
                                    • Figure 17: COVID impact on BPC, 2022
                                  • Market forecast
                                    • Moderate growth driven by product innovation under minimum impact
                                      • Figure 18: COVID-19 scenario value forecasts for Facial Masks, 2016-2026
                                    • Temporary deprioritisation due to limited access and simplified skincare routine under medium impact
                                      • High-impact scenario may lead to trade down and usage decline in the long term
                                      • Market Share

                                        • Strong momentum of domestic brands
                                          • Winning with star products
                                            • Figure 19: Leading manufacturers’ share in value sales of facial masks market, China, 2020-21
                                        • Marketing Activities

                                          • Go live with dermatologists
                                            • Figure 20: Examples of cooperating with dermatologists on live streaming platforms, China, 2021
                                          • Promote Chinese-styled beauty through TV dramas
                                            • Figure 21: Example of a facial mask brand promoting Chinese-styled beauty, China, 2022
                                          • Facial masks as a skincare step to maximise overall effects
                                            • Figure 22: Education on pairing facial skincare products with facial masks, China, 2021
                                            • Figure 23: Brands’ efforts on exploring Douyin as a new channel, China, 2021
                                        • New Product Trends

                                          • Premiumisation of sheet masks with technology infusion
                                            • Figure 24: Price positioning of new sheet mask launches, China, 2019-21
                                            • Figure 25: Examples of sheet masks with a technological edge, China, 2021
                                          • Eco-friendly and ingredient safety are gaining more attention
                                            • Figure 26: Top 10 growing claims in new facial mask launches, China, 2020-21
                                            • Figure 27: Examples of facial masks using biodegradable sheet materials and sustainable energy sources, China, 2021
                                          • Redness relief as a rising benefit
                                            • Figure 28: Example of a facial mask with the redness relief benefit, China, 2021
                                          • Multistep masks featuring star essence/oil products
                                            • Figure 29: Examples of multistep masks including star essence/oil products, China, 2021
                                          • Play with rinse-off masks
                                            • Figure 30: Example of mini bottled rinse-off masks, China, 2021
                                        • Usage Change

                                          • Sheet masks maintain as the most popular format
                                            • Growing popularity of sleeping masks and rinse-off masks
                                              • Figure 31: Usage change, 2022
                                            • Consumers aged 25-39 engage with certain non-traditional formats
                                              • Figure 32: Usage change – more, selected products, by age, 2022
                                          • Association between Format/Texture and Functionality

                                            • Special materials and design speak about functionality
                                              • Figure 33: Association between format/texture and functionality of sheet masks, 2022
                                            • More mid to high earners associate special materials and texture with effects
                                              • Figure 34: Association between format/texture and functionality of sheet masks – selected features, by monthly household income, 2022
                                              • Figure 35: Examples of facial masks with special materials or specific textures, China and South Korea, 2021
                                            • Tough and stretchable, preferably thin
                                              • Figure 36: TURF analysis – association between format/texture and functionality
                                          • Advantages of Rinse-off Masks

                                            • Superior usage experience
                                              • Better absorption, better results
                                                • Figure 37: Advantages of rinse-off masks, 2022
                                              • Cosmetic surgery adopters and consumers from tier-3 cities value pleasant usage experience
                                              • Usage During Different Seasons

                                                • Usage of facial masks remains stable
                                                  • Some replace sheet masks with rinse-off masks in cold seasons
                                                    • Figure 38: Usage during different seasons, 2022
                                                  • Possible premiumisation of rinse-off masks
                                                  • Usage Habits

                                                    • Variants in the brand portfolio are appreciated
                                                      • After care is prioritised
                                                        • Figure 39: Usage habits, 2022
                                                      • Affluent consumers are explorative facial mask users
                                                        • Figure 40: Usage habits – selected attributes, by monthly household income, 2022
                                                      • Cosmetic surgery adopters dive deeply into the facial mask world
                                                        • Figure 41: Gaps between cosmetic surgery adopters and non-adopters (as benchmark) in usage habits of facial masks, 2022
                                                    • Attitudes towards Facial Masks

                                                      • Facial masks as a daily skin and emotion booster for over half
                                                        • Figure 42: Attitudes towards facial masks – usage, 2022
                                                      • Medical dressings considered to be safer and more effective
                                                        • Figure 43: Attitudes towards facial masks – medical dressings, 2022
                                                      • Safety of medical dressings recognised among young consumers
                                                        • Figure 44: Attitudes towards facial masks – medical dressings, by age, 2022
                                                      • Cosmetic surgery adopters show reliance on medical dressings
                                                        • Figure 45: Attitudes towards facial masks – medical dressings, 2022
                                                    • Beauty Personas

                                                      • Who are they?
                                                        • Beauty Mavens interested in the variety of facial masks
                                                          • Figure 46: Usage habits – selected habits, by beauty persona, 2022
                                                        • Mood improvement reckoned by almost all but Enthusiastic Experimenters
                                                          • Figure 47: Attitudes towards facial masks – usage, by beauty persona, 2022
                                                      • Appendix – Market Size and Forecast

                                                          • Figure 48: Total value sales and forecast of facial masks in minimum-impact scenario, China, 2016-26
                                                      • Appendix – COVID Scenario Forecast Methodology and Assumptions

                                                        • Minimum-impact, medium-impact and high-impact scenarios outline
                                                          • Scenario methodology
                                                          • Appendix – Methodology and Abbreviations

                                                            • Methodology
                                                              • Abbreviations

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