2021
0
China Young Beauty Consumers Market Report 2021
2021-11-25T03:08:51+00:00
OX1049129
3695
145566
[{"name":"Beauty and Personal Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care"},{"name":"Consumers and Trends","url":"https:\/\/store.mintel.com\/industries\/consumers-trends"}]
Report
en_GB
“Beauty needs to further respond to young consumers’ emotional needs through details of product design. Beauty routines, from shower to makeup, are positioned as moments of joy in everyday life…

China Young Beauty Consumers Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Beauty needs to further respond to young consumers’ emotional needs through details of product design. Beauty routines, from shower to makeup, are positioned as moments of joy in everyday life and brands could associate their products with various emotions to resonate with consumers. In the meantime, young consumers are in need of more affordable and flexible solutions to facilitate their product trials and on-the-go usage.”
– Alice Li, Associate Director

This Report looks at the following areas:

  • Young consumers’ product usage across beauty categories
  • Young consumers’ purchase plans of beauty products in the next 12 months
  • Young consumers’ emotional needs of beauty products
  • Consumer interest in participating in brand marketing and product development
  • Gifting occasions and behaviours of beauty products

Table of Contents

  1. Overview

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

            • The consumer
              • Prioritise better posture as a way of improving appearance
                • Figure 1: Improvements in appearance in the next 12 months, by age, 2021
              • A strong desire to explore new brands
                • Figure 2: Purchase plans of beauty products – Buying from different brands with similar prices, by age, 2021
              • Perfect Diary is the second most popular beauty brand among 18-24s
                • Figure 3: Top 10 favourite beauty brands, by age, 2021
              • Lower interest in participating in brand marketing activities than accepting sample products
                • Figure 4: Interest in brand activities and services, by age, 2021
                • Figure 5: Interest in brand activities and services – Buying new products that haven’t been officially launched, by gender, 2021
              • A joyful and unique brand experience appeals to young consumers
                • Figure 6: Emotional needs of buying and using beauty products, by age, 2021
              • Birthdays are key gifting occasions, and 25-39s also tend to gift on traditional Chinese festivals
                • Figure 7: Gifting occasions of beauty products, by age, 2021
              • Consumers consult others for gifting ideas but gift sets are not necessary
                • Figure 8: Gifting behaviours of beauty products, female, by age, 2021
              • What we think
              • Issues and Insights

                • Beauty can bring small happiness in everyday life
                  • Figure 9: Examples of packaging design of Triptych of Lune and Chillmore, China, 2021
                  • Figure 10: Examples of product naming of HEZHUANG and TZ cosmetix, China, 2021
                • ‘Pocket beauty’ facilitates product trial and caters to on-the-go needs
                  • Figure 11: Examples of small-sized facial mask and perfume, China, 2021
                  • Figure 12: Examples of new portable beauty products, Japan and Thailand, 2021
              • Market Trends

                • Colour cosmetics continues to target young consumers
                  • Figure 13: Examples of new lip tint and lip mud launches, China, 2021
                  • Figure 14: Examples of packaging design of Flower Knows (花知晓), China, 2021
                  • Figure 15: Example of nicknack’s (霓恪爱) clean claims, China, 2021
                • New brands rejuvenate personal care categories
                  • Figure 16: Examples of Is or Isn’t shower products, China, 2020-21
                  • Figure 17: Example of Plustwo customisable shampoo, China, 2021
              • Young Consumers’ Product Usage in Key BPC Categories

                • Facial skincare
                  • Figure 18: Facial skincare products used in the last six months, female, by age, 2021
                • Colour cosmetics
                  • Figure 19: Face makeup products used in the last six months, female, by age, 2021
                  • Figure 20: Eye and eyebrow makeup products used in the last six months, female, by age, 2021
                  • Figure 21: Lip makeup products used in the last six months, female, by age, 2021
                • Haircare
                  • Figure 22: Haircare products used in the last six months, female, by age, 2021
                • Oral care
                  • Figure 23: Oral care products currently using, by age, 2021
                • Soap, bath and shower
                  • Figure 24: Soap, bath and shower products used in the last six months, by age, 2021
                • Bodycare
                  • Figure 25: Bodycare products used in the last six months, by age, 2021
              • Improvements in Appearance

                • Consumers take a holistic approach to improving appearance
                  • Figure 26: Improvements in appearance in the next 12 months, 2021
                • Cosmetic surgery is not yet a common choice but matches appeal of beauty devices
                  • Women are more enthusiastic, especially prioritising facial skincare
                    • Figure 27: Improvements in appearance in the next 12 months, by gender, 2021
                  • Body shape is a higher priority for young consumers
                    • Figure 28: Improvements in appearance in the next 12 months, by age, 2021
                • Purchase Plans of Beauty Products

                  • Consumers start to build brand loyalty
                    • Figure 29: Purchase plans of beauty products, 2021
                  • Facial skincare commands greater brand loyalty and spending priority
                    • Figure 30: Purchase plans of beauty products – Buying from the same brands or different brands, 2021
                    • Figure 31: Purchase plans of beauty products – Spending more, less or the same, 2021
                  • Up to 48% of women don’t plan to buy new colour cosmetics in the next 12 months
                    • Figure 32: Purchase plans of colour cosmetics, female, 2021
                  • Young consumers have a strong desire to explore new brands
                    • Figure 33: Purchase plans of beauty products – Buying from different brands with similar prices, by age, 2021
                • Favourite Beauty Brands

                  • Chinese consumers still prefer well-known prestige beauty brands
                    • Figure 34: Favourite beauty brand – Word cloud, 2021
                    • Figure 35: Top 10 favourite beauty brand, 2021
                  • Perfect Diary is the second most popular beauty brand among 18-24s
                    • Figure 36: Top 10 favourite beauty brands, by age, 2021
                  • About one in five consumers don’t have a favourite beauty brand
                    • Figure 37: Favourite beauty brand – ‘I don’t have a favourite beauty brand’, by gender and age, 2021
                • Interest in Engaging with Beauty Brands

                  • Product trials are more appealing than participating in marketing activities
                    • Figure 38: Interest in brand activities and services, 2021
                  • Consumers are willing to receive rewards for recommending products to others
                    • Men and women have divergent attitudes towards being the first to buy new products
                      • Figure 39: Interest in brand activities and services – Buying new products that haven’t been officially launched, by gender, 2021
                    • 25-29s are most active in engaging with beauty brands
                      • Figure 40: Interest in brand activities and services, by age, 2021
                  • Emotional Needs of Beauty Products

                    • Trendy/fashionable becomes important feature of beauty products
                      • Figure 41: Emotional needs of buying and using beauty products, 2021
                    • Women expect more emotional benefits from beauty products
                      • Figure 42: Emotional needs of buying and using beauty products, by gender, 2021
                    • Young consumers expect a joyful, unique and surprising experience
                      • Figure 43: Emotional needs of buying and using beauty products, by age, 2021
                  • Gifting Occasions of Beauty Products

                    • Birthdays are the key gifting occasion
                      • Figure 44: Gifting occasions of beauty products, 2021
                    • Men are more likely to buy beauty products for their partners as gifts but women hardly do so
                      • Figure 45: Gifting occasions of beauty products, by gender, 2021
                    • 25-39 year olds are more likely to be gift buyers
                      • Figure 46: Gifting occasions of beauty products, by age, 2021
                  • Gifting Behaviours of Beauty Products

                    • Consultation is important but gift sets are not necessary
                      • Figure 47: Gifting behaviours of beauty products, 2021
                      • Figure 48: Gifting behaviours of beauty products, by gender, 2021
                      • Figure 49: Gifting behaviours of beauty products, female, by age, 2021
                  • Appendix –Methodology and Abbreviations

                    • Consumer research methodology
                      • Abbreviations

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