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Colour Cosmetics - China - July 2017

Published By :

Mintel

Published Date : Jul 2017

Category :

Cosmetic

No. of Pages : N/A

There is strong consensus that using make-up is a useful technique to boost confidence and at the same time to show respect for others. Particularly for middle-age women in their 30s and mums, being a charming individual with independence and maturity drives them to wear make-up every day. This is a powerful message that brands can use to encourage colour cosmetics usage.

Table of contents

OVERVIEW
What you need to know
Covered in this report
Excluded
Subgroup definitions (by Monthly Household Income)
Subgroup definitions (by Monthly Personal Income)
EXECUTIVE SUMMARY
The market
Growth exceeding overall BPC
Figure 1: Best- and worst-case forecast of total value sales of colour cosmetics market, China, 2012-22
Lipsticks are leading the category growth
Figure 2: Share of value sales of colour cosmetics market, by segment, China 2012-16
Companies and brands
Figure 3: Market share of top ten colour cosmetics companies, China, 2015-16
The consumer
Fewer 30-39-year-olds wear make-up, but wearers are frequent users
Figure 4: Use of make-up, April 2017
More than 20% of 20-29-year-olds have used every type
Figure 5: Product usage, April 2017
Lipstick works as the most essential product for all make-up looks
Figure 6: Essential products, by attention to base/point make-up result, April 2017
Chinese brands before Korean brands
Figure 7: Brand preference, by product type, April 2017
Natural style is on the top of mind
Figure 8: Ideal make-up style, word cloud, April 2017
As high as 45% of consumers will buy make-up without trial
Figure 9: Purchase habit, April 2017
Family/friends’ influence is still the most powerful
Figure 10: Influencer in colour cosmetics purchase, April 2017
As a way not only to boost confidence, but also to respect others
Figure 11: Attitudes towards make-up, April 2017
What we think
ISSUES AND INSIGHTS
Opportunities in developing multi-use products for an everyday look
The facts
The implications
Figure 12: Taxi with on-the-go beauty bar, Singapore, 2017
What brands should do in an influencer-led category?
The facts
The implications
The rise of domestic brands
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Enthusiastic about colour cosmetics continues
Potential to obtain more users and higher frequency
Lip make-up shows the biggest growth
MARKET SIZE AND FORECAST
Growing faster than BPC overall
Figure 13: total value sales of the colour cosmetics market and overall BPC, China, 2014-17 (est)
Figure 14: Best- and worst-case forecast of total value sales of colour cosmetics market, China, 2012-22
MARKET DRIVERS
Great attention to self-appearance
Preference for nude look drives use of base make-up every day
Figure 15: Illustration of Korean and American makeup, 2016
As a behaviour of respecting others
Photoshop/beauty app cannot replace wearing make-up
A category pushed further by KOL
MARKET SEGMENTATION
Lipsticks set as star performer in the past three years
Figure 16: Annual value growth rate of colour cosmetics market, by segment, China, 2013-16
KEY PLAYERS – WHAT YOU NEED TO KNOW
Category growth mainly from masstige brands
New marketing tools thrive
Multi-use make-ups have potential to develop
MARKET SHARE
Masstige brands lead the growth
Figure 17: Market share of top ten colour cosmetics companies, China, 2015-16
Amore Pacific Group
Figure 18: LANEIGE Beauty Mirror app, 2017
Carslan Group
Figure 19: Carslan brand speciality store, Guangzhou, China, 2016
Marie Dalgar
Figure 20: Product screen of Marie Dalgar in Sephora online store, China, 2017
Potential competition from skincare brands
Figure 21: Advertisement of SanSheng Blossom lipstick, China, 2017
COMPETITIVE STRATEGIES
Pop-up stores to elevate brand experience
Figure 22: Chanel Coco pop-up café, Shanghai, China, 2017
Figure 23: Yves Saint Laurent pop-up yacht, Shanghai, China, 2017
Emerging impact via live streaming
Involve consumers in design
Figure 24: Innisfree bespoke cushion puff, China
Figure 25: IPhone screen of MATCHCo APP, 2016
WHO’S INNOVATING?
China vs developed countries
Figure 26: Key products in new colour cosmetics launches, by China, Japan, South Korea, US and UK, 2016
Trends in the China market
Figure 27: Key products in new colour cosmetics launches, China, 2015-16
Base make-up: tone-up cream makes a hit
Figure 28: Tone-up cream, South Korea and China, 2016-17
Base make-up: essence cover pact makes its debut
Figure 29: Age 20's essence cover pact VX, South Korea, 2017
Base make-up: sponge innovation
Figure 30: Marie Dalgar bouncy red ginseng essence beauty cream
Point make-up: tattoo effect gets popular
Figure 31: Giorgio Armani lip magnet liquid lipstick, China, 2016
Figure 32: Clio professional kill brow tinted tattoo, South Korea, 2016
Point make-up: cushion moving beyond BB/CC cream
Figure 33: Tony Moly inked gel cushion eye liner, South Korea, 2016
Figure 34: Dior gradient lip shadow duo powdery matte finish, UK, 2017
Multi-use
Figure 35: Multi-use of base make-up, South Korea, 2016
Figure 36: Multi-use of point make-up, US and France, 2017
Packaging: exquisite design
Figure 37: Lancôme la rôse à poudrer iridescent blush highlighter, UK, 2017
Figure 38: LADURÉE face and body powder, Japan, 2017
Technology: helping consumers find the right colour
Figure 39: No7 Match Made App, 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
30-39-years-olds have the highest usage frequency
Mums wear make-up more than singles
Product preferences have not changed much in the last two years
Lipstick is essential no matter what kind of make-up look
Chinese brands are most often used
Natural look gains popularity
Buying without trial is not rare, particularly for younger consumers
Influencers
USE OF MAKE-UP
Who is more likely to wear make-up?
Figure 40: Use of make-up, April 2017
Income is a less important factor
Figure 41: Use of make-up, by age and monthly personal income, April 2017
Consumers in their 30s more likely to wear make-up every day
Figure 42: Habit of using make-up, April 2017
Mums are more engaged in the category than others
Figure 43: Use of make-up and habit of using make-up, by marital status, April, 2017
PRODUCT USAGE
Product preference remains almost the same
Figure 44: Top five used products, China, 2015-17
Lipstick/lip gloss and BB/CC cream have the largest base of audience
Figure 45: Product usage, April 2017
55% of 20-29-year-olds have used over ten types of make-up
Figure 46: Repertoire of product usage, by age, April 2017
Concealer appeals to younger women…
Figure 47: Product usage, all and by age (benchmark against all), April 2017
… which can also be explained by their greater attention to base make-up
Figure 48: Attention to make-up result, April 2017
High earners show interest in niche products
Figure 49: Product usage, by monthly personal income, April 2017
ESSENTIAL PRODUCTS
Lipstick demonstrates its unshakable leading position
Figure 50: Essential products, April 2017
Because it is essential for either type of make-up result
Figure 51: Essential products, by attention to base/point make-up result, April 2017
Eye colour make-up is more expendable
Figure 52: Essential products vs P6M product usage, April 2017
High earners show less interest in multi-use than other people
Figure 53: Preference of make-up steps, by monthly personal income, April 2017
BRAND PREFERENCE
Chinese brands enjoy similar level of consumer preference as South Korean brands
Figure 54: Brand preference, by product type, April 2017
Women in their 40s buy Chinese brands most
Figure 55: Preference for Chinese brands, by age, April 2017
IDEAL MAKE-UP STYLE
Natural style most wanted
Figure 56: Ideal make-up style, April 2017
Graceful and exquisite styles appeal to mature women and mums
Figure 57: Ideal make-up style, by age and family status, April 2017
Young women pursue a fresh look
Figure 58: Top ideal make-up style, by age, April 2017
Nude look is more appealing to 20s
Figure 59: Preference of make-up style, April 2017
USAGE HABIT
45% will buy without trying on the product
Figure 60: Purchase habit, April 2017
Beauty ‘blogebrities’ cover the role of product trial
Figure 61: Influencer, by buyer with and without trial before purchase, April 2017
More high earners have the habit of re-application
Figure 62: Habit of re-applying make-up, by monthly personal income, April 2017
Eyelash extension not reducing the usage of mascara
Figure 63: Product usage, by usage of eyelash extensions, April 2017
INFLUENCER
Friends’ advice outweighs that of blogebrities and celebrities
Figure 64: Influencer, April 2017
High earners more influenced by celebrities
Figure 65: Influencer, by low and high monthly personal income (low earner as benchmark), April 2017
Listen to fitness celebrities about make-up during exercise?
Figure 66: Influencer, by wear make-up or not when doing exercise, April 2017
ATTITUDES TOWARDS MAKE-UP
Photoshop isn’t a real threat
Figure 67: Attitudes towards make-up, April 2017
Mums need more recognition than singles
Figure 68: Agreement with selected attitudes towards make-up, by family status, April 2017
MEET THE MINTROPOLITANS
Mintropolitans tend to be regular users and prefer a delicate look
Figure 69: Habit preference of using make-up, by consumer segmentation, April 2017
Yet they value the effect of PS
Figure 70: Agreement with the attitudes towards make-up, by consumer segmentation (Non-Mintropolitans as benchmark), April 2017
Mintropolitans trust blogebrity even more than Non-MinTs
Figure 71: Influencer, by consumer segmentation (Non-Mintropolitans as benchmark), April 2017
APPENDIX – MARKET SIZE AND FORECAST
Figure 72: total value sales of colour cosmetics market, China, 2012-22
APPENDIX – SEGMENTATION
Figure 73: Value sales of colour cosmetics market, by segment, China, 2012-16
Figure 74: Value share of colour cosmetics market, by segment, China, 2012-16
Figure 75: Annual value growth rate of colour cosmetics market, by segment, China, 2012-16
APPENDIX – WORD CLOUD IN MANDARIN
Figure 76: Ideal make-up style, word cloud in Mandarin, April 2017
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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