Colour Cosmetics in China

PROSPECTS

More brands are emerging, contributing to robust growth in colour cosmetics

Colour cosmetics saw robust growth in 2018, boosted by the emergence of a growing number of brands. In response to the expanding opportunities available in this fast-growing category, a growing number of players that were previously focused primarily on skin care made moves into colour cosmetics by introducing makeup lines during the review period.

Colour cosmetics for male consumers springing up

A men’s makeup market is emerging in China, on the back of an increasing interest in personal grooming among male consumers. In fact, for many men, especially in the younger generation, male makeup is well-received and perceived as a positive change in the aesthetics of masculinity.

Eye shadow seeing dynamic growth

Consumers in China are becoming evermore sophisticated in their daily makeup regimens. Eye shadow was notable amongst the expanding areas of colour cosmetics in 2018.

COMPETITIVE LANDSCAPE

Premiumisation in colour cosmetics

Premium brands remain the growth drivers in colour cosmetics, in line with the rising purchasing power and improved living standards among local consumers. Consumers in China are more willing to pay for high-end and even luxury makeup brands such as Dior, Yves Saint Laurent, Mac, Lancôme, Chanel and Estée Lauder, which are generally perceived to offer better product quality and efficacy.

Premium brands lead the way in innovation

Premium brands have led the way in the new formatted launches that have appeared in the market, as they have looked to tap into the upmarket shift in demand. In 2018, Lancôme released Teint Idole Ultra Wear Valueset, a new stick foundation series, providing eight different colours for consumers to choose from.

Manufacturers embrace new retailing

In the face of intense competition in colour cosmetics, growing numbers of manufacturers are looking to develop distribution strategies compatible with broader developments in the Chinese retailing market. In March 2018, LVMH Moët Hennessy Louis Vuitton SA’s renowned brand Givenchy set up its flagship store on Tmall.

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