China Women’s Facial Skincare Market Report 2021
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Report Summary
“Chinese women’s multistep routines and strong demand for high-efficacy products fuel market growth. In order to maintain the engagement and minimise the risk that consumers change to the skin minimalism approach, brands need to continuously elevate consumers’ at-home routines, providing more professional solutions, such as leveraging spa and clinical claims, and exploring format/texture innovations. DIY concepts have potential as they transform the facial skincare process into an experience and allow consumers to create bespoke formulas.”
– Alice Li, Associate Director
This Report looks at the following areas:
- Competitive landscape and new product trends in China’s facial skincare market.
- Changes in usage of facial skincare products and routines.
- Usage of facial oil and reasons for using the oil format.
- Consumer attitudes towards product format, texture and packaging.
- Consumer interest in sustainable packaging of facial skincare products.
Table of Contents
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Overview
- Key issues covered in this Report
- Definitions
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Executive Summary
- The market
- Figure 1: Best- and worst-case forecast of value sales of women’s facial skincare products, China, 2016-26
- Companies and brands
- Figure 2: Leading manufacturers’ share in value sales of women’s facial skincare products, China, 2019 and 2020
- The consumer
- High-efficacy facial skincare products enjoy the fastest increases
- Figure 3: Facial skincare products used in the last six months, 2019-21
- Functions primarily drive consumers to use more products, but format/texture is also important
- Figure 4: Usage habits of select facial skincare products, 2021
- Oil format is closely associated with moisturising/hydrating
- Figure 5: Reasons for using facial oil, 2021
- The majority of women are expanding their routines
- Figure 6: Changes in PM facial skincare routine, by age, 2021
- New format/texture can improve both efficacy and experience
- Figure 7: Interest in new product format/texture and packaging, 2021
- Consumers prefer reusable packaging over recycling and refilling services
- Figure 8: Interest in sustainable packaging of facial skincare products, 2021
- What we think
- The market
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Issues and Insights
- Elevate Chinese women’s at-home facial skincare routines
- Provide salon/clinic-level efficacy
- Figure 9: L’Oréal Bright Reveal Spot Correcting range, China, 2021
- Explore DIY and customisable concepts
- Figure 10: Opulus Beauty Labs The Starter System, US, 2021
- Educate consumers on how to create multistep routines
- Figure 11: The Inkey List Recipe Builder, US, 2021
- Extend format/texture options to drive product usage
- Figure 12: Bobore Antigravity Lift-up Anti-Wrinkle Twins’ Neck Cream, China, 2021
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Market Size and Forecast
- Facial skincare remains the most dynamic category in China’s beauty market
- Figure 13: Value sales and YOY growth of women’s facial skincare products, China, 2017-21
- Figure 14: Best- and worst-case forecast of value sales of women’s facial skincare products, China, 2016-26
- Facial skincare remains the most dynamic category in China’s beauty market
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Market Drivers
- Chinese women’s multistep routines benefit the market
- Demand for high efficacy drives trade-ups
- Success in online and digital strategies fuels market growth
- Facial skincare aligns with consumers’ health agenda
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Market Share
- International companies with strong prestige brands fare well
- Figure 15: Leading manufacturers’ share in value sales of women’s facial skincare products, China, 2019 and 2020
- Leading local brands lose momentum to newcomers
- Figure 16: Examples of new product launches from CORRECTORS, China, 2021
- International companies with strong prestige brands fare well
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Marketing Activities
- Highlights on female athletes to promote the diversity of beauty and women empowerment
- Figure 17: Chando Cheer For The Olympics campaign, China, 2021
- Figure 18: SK-II Studio VS Series, global, 2021
- Different age groups are being represented in beauty campaigns
- Figure 19: Example of L’Oréal Paris Because I’m Worth It campaign, China, 2021
- Figure 20: Example of HBN ‘Every wrinkle is a medal’ campaign, China, 2021
- Collaborations with China Aerospace cater to the rising national pride
- Figure 21: Example of Proya x China Aerospace collaboration, China, 2021
- Figure 22: Example of Yuesai’s product communication on ‘Mars Skin’, China, 2020
- Highlights on female athletes to promote the diversity of beauty and women empowerment
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New Product Trends
- China market is more focused on facial cleanser and eyecare is also worth noting
- Figure 23: New women’s facial skincare launches, by sub-category, China, South Korea, Japan, UK and US, July 2020-June 2021
- Figure 24: Examples of new eyecare launches as an addition to facial care ranges, China, 2021
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- Figure 25: Examples of new eyecare launches with retinol, China, 2021
- New variety/range extension continues to drive new product launches
- Figure 26: New women’s facial skincare launches, by launch type, China, 2017-21
- Essence/serum and oil launches have seen notable increases
- Figure 27: New women’s facial skincare launches, by format & texture, China, 2017-21
- Figure 28: Examples of new facial serum/essence launches from local brands, China, 2021
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- Figure 29: Examples of Lan and Daisy Sky products, China, 2020-21
- Figure 30: Examples of new facial treatment oil launches, China, 2021
- Key functional claims start to stabilise
- Figure 31: Top claims of new women’s facial skincare launches, China, 2017-21
- Figure 32: Examples of new facial skincare launches that target spots and pigmentation, China, 2021
- Local brands try to differentiate with natural ingredients
- Figure 33: Examples of new facial skincare launches featuring natural ingredients from local brands, China, 2021
- Innovation highlights
- South Korea sees a growing number of pad launches
- Figure 34: Examples of new facial skincare pad launches, South Korea, 2020
- Heparinoid skincare expands in Japan
- Figure 35: Examples of new facial skincare launches that contain heparinoid, Japan, 2020-21
- Brands continue to explore natural alternatives of functional ingredients
- Figure 36: Examples of new facial skincare launches featuring oat ceramides, bakuchiol and sacha inchi peptide, US and France, 2021
- China market is more focused on facial cleanser and eyecare is also worth noting
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Skin Issues
- Dull complexion has become the most concerned skin issue
- Figure 37: Skin issues in the last six months, 2020 vs 2021
- All age groups care about complexion
- Figure 38: Skin issues in the last six months, by age, 2021
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- Figure 39: Skin issues in the last six months – Dull complexion, by age and city tier, 2020 vs 2021
- Dull complexion has become the most concerned skin issue
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Usage of Facial Skincare Products
- Suncare has become the most used facial skincare product
- Figure 40: Facial skincare products used in the last six months, 2019-21
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- Figure 41: Facial skincare products used in the last six months – Suncare products, by age and city tier, 2020 vs 2021
- Advanced facial treatment products record fast increases in penetration
- Product repertoire returns to growth
- Figure 42: Number of types of facial skincare products used in the last six months, 2019-21
- 18-24s prefer facial masks; 25-29s lead usage of other facial treatments
- Figure 43: Facial skincare products used in the last six months, by age, 2021
- Suncare has become the most used facial skincare product
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Usage Habits of Facial Skincare Products
- The majority of users use multiple facial masks
- Figure 44: Usage habits of select facial skincare products, 2021
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- Figure 45: KanS Refreshing Plumping Select Set, China, 2021
- Figure 46: Examples of new eyecare duo launches, China and France, 2021
- 25-29s are most likely to be driven by functions and formats to use multiple products
- Figure 47: Usage habits of facial cleanser, by age, 2021
- Tier 1 city consumers are more likely to be driven by format/texture
- Figure 48: Usage habits of facial mask and facial serum/essence/concentrate, by city tier, 2021
- The majority of users use multiple facial masks
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Reasons for Using Facial Oil
- The linkage between facial oil and moisturising is well established
- Figure 49: Reasons for using facial oil, 2021
- Older consumers are more likely to value the naturalness of facial oil
- Figure 50: Reasons for using facial oil, by age, 2021
- Balancing sebum production appeals to consumers with enlarged pores
- Figure 51: Reasons for using facial oil, by skin issues, 2021
- Figure 52: Examples of new facial oil launches that target oily and blemish-prone skin, US and UK, 2021
- The linkage between facial oil and moisturising is well established
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Changes in Facial Skincare Routines
- The majority of women increased their night facial skincare routines
- Figure 53: Changes in PM facial skincare routine, by age, 2021
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- Figure 54: Gaps between consumers who have increased and simplified (as benchmark) PM facial skincare routine in terms of usage of facial skincare products, 2021
- Figure 55: Examples of new night peel launches, US and France, 2021
- 18-24s show a slight tendency to cut back on morning routines
- Figure 56: Changes in AM facial skincare routine, by age, 2021
- Figure 57: Changes in time of facial skincare routine, by age, 2021
- 30-39s are most likely to have special facial treatments
- Figure 58: Behaviours towards having special facial treatments, by age, 2021
- The majority of women increased their night facial skincare routines
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Attitudes towards Product Format/Texture/Packaging
- Both efficacy and experience are important in introducing new product format
- Figure 59: Interest in new product format/texture and packaging, 2021
- Portability is the most attractive product feature among 18-24s
- Figure 60: Interest in new product format/texture and packaging, by age, 2021
- New usage experience attracts high earners
- Figure 61: Gaps between consumers with high personal income and low personal income (as benchmark) in terms of interest in new product format/texture and packaging, 2021
- Both efficacy and experience are important in introducing new product format
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Interest in Sustainable Packaging
- Reusable packaging is preferred over recycling and refill services
- Figure 62: Interest in sustainable packaging of facial skincare products, 2021
- Sustainable packaging is less prioritised among 18-24s
- Figure 63: Interest in sustainable packaging of facial skincare products – ‘I’m willing to pay more than regular products’, by age, 2021
- Reusable packaging is preferred over recycling and refill services
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Appendix – Market Size and Forecast
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- Figure 64: Value growth and YOY growth of women’s facial skincare products, China, 2016-26
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Appendix – Methodology and Abbreviations
- Consumer research methodology
- Abbreviations
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