Colour Cosmetics in China

PRE-COVID-19 PERFORMANCE

Colour cosmetics continues to see growing demand in 2019 as make-up routines become more complex

Make-up has become more and more popular among not only women but also some male consumers in China. Information and make-up tutorials transmitted by key opinion leaders (KOLs) through social platforms is an important driver behind this.

E-commerce booming while make-up tutorials drive demand for colour cosmetics

Colour-rich products like lipstick witnessed dynamic growth during the review period, while eye shadow was one of the most dynamic categories in 2019. The dynamic growth seen by eye shadow was partly due to the wide product selection, aggressive marketing, and the increasing adoption of eye make-up.

L'Oréal leads the way with an increased focus on the younger generation

L'Oréal (China) Co Ltd maintained its leading position in colour cosmetics in 2019 thanks to its rich brand portfolio, aggressive marketing efforts, and strong distribution advantages. Premium brands for the company, such as Yves Saint Laurent, Giorgio Armani and Lancôme, all experienced dynamic growth in 2019 thanks to an outstanding sales performance for their star products.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to grow by just 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 24% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

With consumers trapped at home during the nationwide lockdown spending on colour cosmetics has come under threat. Many consumers have been unable to enter the workplace, while socialising has been an impossibility.

Recovery and opportunities

COVID-19’s impact on colour cosmetics is projected to be relatively short-lived with the category still seen to have huge room for development. China’s population continues to grow with the younger generations in particular embracing Western and regional fashion and make-up.

Files are delivered directly into your account within a few minutes of purchase.