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Women's Beauty and Grooming Routines - China - August 2018

“Chinese women are increasingly willing to invest in facial skincare, leading them to switch to higher-priced brands and adopt more steps into their routines, especially previously niche categories. The next steps could be expanding more segmented skincare products depending on the season, skin conditions, or used in the daytime and night, to further boost experimentation and repertoire usage.”

- Alice Li, Senior Research Analyst

  • It’s time for more segmented skincare products
  • Skincare is not just about physical appearance but also a part of total wellbeing
  • How to expand on-the-go beauty

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Best- and worst-case forecast of retail value of facial skincare market, China, 2013-23
          • Companies and brands
            • Figure 2: Market share of top 10 facial skincare companies, China, 2016 and 2017
          • The consumer
            • Facial skincare is the top spending priority
              • Figure 3: Changes in spending over the last six months, by category, June 2018
            • Opportunities for seasonal skincare
              • Figure 4: Facial skincare usage habit, June 2018
            • Morning usage of serum is catching up
              • Figure 5: Facial skincare products used in the last six months, June 2018
            • Pores and complexion are consumers’ current focus
              • Figure 6: Skin conditions that drive consumers to change or upgrade facial skincare products, June 2018
            • Sunscreen and colour cosmetics are on-the-go beauty essentials
              • Figure 7: Products used when going out in the last six months, June 2018
            • Sleep is crucial to skincare
              • Figure 8: Attitude towards beauty and grooming, June 2018
            • What we think
            • Issues and Insights

              • It’s time for more segmented skincare products
                • The facts
                  • The implications
                    • Figure 9: SkinCeuticals night serum and day serum, China, 2017
                    • Figure 10: Vprove Rhodiola Power Cream, South Korea, 2018
                  • Skincare is not just about physical appearance but also a part of total wellbeing
                    • The facts
                      • The implications
                        • Figure 11: W=Hb² Power Duo Face Serum, UK, 2018
                        • Figure 12: REMIX Spirit Cleanse Face Wash, US, 2017
                      • How to expand on-the-go beauty
                        • The facts
                          • The implications
                            • Figure 13: Examples of haircare swab and sheets, South Korea and US, 2017
                            • Figure 14: qii oral care tea drinks, Canada, 2018
                        • The Market – What You Need to Know

                          • Sustainable growth in value
                          • Market Size and Forecast

                            • Seeing a modest pickup in growth
                              • Figure 15: Retail value and annual growth of facial skincare market, China, 2014-18 (est)
                              • Figure 16: Best- and worst-case forecast of retail value of facial skincare market, China, 2013-23
                          • Market Factors

                            • Tariff cut continuously benefits domestic sales
                              • Social media serves as a powerful channel for product information and marketing messages
                                • Beauty service may become a spending priority
                                • Key Players – What You Need to Know

                                  • Local companies are gaining market share
                                    • The way aging is discussed is being changed
                                    • Market Share

                                      • Domestic brands are rising
                                        • Figure 17: Market share of top 10 facial skincare companies, China, 2016 and 2017
                                        • Figure 18: Example of Pechoin x Zhong Hua limited-edition products, China, 2017
                                      • The comeback story
                                        • Figure 19: Examples of Olay Golden Aura range and Magnemasks Infusion range, China, 2018
                                    • Competitive Strategies

                                      • Overview of strategies by origin country
                                        • Change the conversation on ageism
                                          • Figure 20: Olay ‘fearless of age’ campaign, China, 2018
                                          • Figure 21: Lancôme Advanced Génifique Youth Activating Concentrate, Global, 2017
                                          • Figure 22: September cover of Allure magazine, August 2017
                                        • K-beauty brands to expand the influence of multi-brand beauty stores
                                          • Figure 23: Nature Collection brands, China, 2018
                                        • Introduce the source of natural ingredients
                                          • Figure 24: Example of Pechoin 30 Degrees North Latitude documentary, China, 2018
                                          • Figure 25: Example of Yoshido x Cai Xukun livestreaming in Finland, China, 2018
                                      • Who’s Innovating?

                                        • Decline in genuine new facial skincare product launches
                                          • Figure 26: New launches of facial skincare*, by launch type, China, 2016-June 2018
                                          • Figure 27: New launches of facial skincare, by sub-category, China, 2016-June 2018
                                          • Figure 28: New tinted lip care launches, China, 2018
                                        • Sea ingredients continue to build on momentum
                                          • Figure 29: New facial skincare launches with ocean ingredients, China, 2017-18
                                        • Probiotic/fermented skincare gets noticed
                                          • Figure 30: New facial skincare launches featuring probiotics or prebiotics, South Korea and France, 2017
                                          • Figure 31: New facial skincare launches featuring kombucha ingredient, UK and China, 2017-18
                                        • Protect the digital natives
                                          • Figure 32: New facial skincare launches with blue light protection, South Korea and UK, 2017-18
                                        • Innovative applicators for synergy
                                          • Figure 33: Examples of skincare products with innovative applicators, South Korea, 2018
                                        • Stick is the new star format
                                          • Figure 34: New facial skincare launches in stick format, South Korea and US, 2017-18
                                        • Listen and respond to consumers
                                          • Figure 35: Examples of Glossier’s products, US, 2017
                                      • The Consumer – What You Need to Know

                                        • Facial skincare is still the biggest spending focus
                                          • Two thirds varied facial skincare products depending on the season
                                            • On average five types of facial skincare products used in the evening
                                              • Enlarged pores are worth upgrading facial skincare products
                                                • Suncare products and colour cosmetics are mostly used on-the-go
                                                  • Sleeping is a crucial part of skincare
                                                  • Satisfaction with Appearance

                                                    • Increasingly confident Chinese women
                                                      • Figure 36: Satisfaction with appearance, China, 2016 vs 2018
                                                  • Changes in Spending

                                                    • When to scrimp, when to splurge
                                                      • Figure 37: Changes in spending over the last six months, by category, June 2018
                                                    • The confident continue to invest
                                                      • Figure 38: Changes in spending over the last six months – spent more, by satisfaction with appearance and category, June 2018
                                                    • Colour cosmetics: a growing spending focus
                                                      • Figure 39: Changes in spending over the last six months – spent more on select categories, by category, 2017 vs 2018
                                                    • Hair: caring it instead of styling it
                                                      • Figure 40: Changes in spending over the last six months – select categories, by category, June 2018
                                                    • Different priorities at different ages
                                                      • Figure 41: Changes in spending over the last six months – spent more, by age and category, June 2018
                                                  • Facial Skincare Usage Habit

                                                    • Not an emotional decision yet
                                                      • Figure 42: Facial skincare usage habit, June 2018
                                                    • Young women monitor their skin conditions…
                                                      • Figure 43: Facial skincare usage habit, by age, June 2018
                                                      • Figure 44: Example of Bobbi Brown Skin Remedies range, global, 2017
                                                    • …while older women vary products used depending on schedule
                                                    • Daily Facial Skincare Routines

                                                      • Busier evening routine
                                                        • Figure 45: Number of types of facial skincare products used in the morning and in the evening, June 2018
                                                        • Figure 46: Facial skincare products used in the last six months, June 2018
                                                      • Morning facial treatments for older women
                                                        • Figure 47: Eye cream/essence used in the last six months, by age, June 2018
                                                    • Drivers to Change Facial Skincare Products

                                                      • Change for minor skin problems
                                                        • Figure 48: Skin conditions that drive consumers to change or upgrade facial skincare products, June 2018
                                                      • Pore issues are young skin’s priority; older women focus on visual markers
                                                        • Figure 49: Skin conditions that drive consumers to change or upgrade facial skincare products, by age, June 2018
                                                      • Eye skin problems drive high earners
                                                        • Figure 50: Skin conditions that drive consumers to change or upgrade facial skincare products, by monthly personal income, June 2018
                                                    • On-the-Go Beauty Routines

                                                      • Sunscreen and colour cosmetics are on-the-go beauty essentials
                                                        • Figure 51: Products used when going out in the last six months, June 2018
                                                      • Soothing becomes a more important need for high earners
                                                        • Figure 52: Products used when going out in the last six months – select items, by monthly personal income, June 2018
                                                    • Attitude towards Beauty and Grooming

                                                      • Sleeping beauty
                                                        • Figure 53: Attitude towards beauty and grooming, June 2018
                                                        • Figure 54: Dermalogica Sound Sleep Cocoon, UK, 2018
                                                      • Communicate emotional benefits with 25-39-year-olds
                                                        • Figure 55: Attitude towards beauty and grooming – select statements, by age, June 2018
                                                      • Four groups of beauty consumers
                                                        • Figure 56: Consumer segmentation based on their attitude towards beauty and grooming, June 2018
                                                        • Figure 57: Attitude toward beauty and grooming – strongly agree, by consumer segmentation, June 2018
                                                    • Meet the Mintropolitans

                                                      • Are Mintropolitans more confident with their appearance?
                                                        • Figure 58: Satisfaction about appearance, by consumer classification, June 2018
                                                        • Figure 59: Satisfaction about appearance – very satisfied, by age and consumer classification, June 2018
                                                      • Willing to pay for services and not just about face
                                                        • Figure 60: Changes in spending over the last six months – spent more, gaps between MinTs and Non-MinTs, by category, June 2018
                                                      • Adopt more but not all on-the-go beauty products
                                                        • Figure 61: Products used when going out in the last six months, by consumer classification, June 2018
                                                    • Appendix – Market Size and Forecast

                                                        • Figure 62: Retail value of facial skincare market, China, 2013-23
                                                    • Appendix – Methodology and Abbreviations

                                                      • Methodology
                                                        • Fan chart forecast
                                                          • Abbreviations

                                                          Women's Beauty and Grooming Routines - China - August 2018

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