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Although premiumisation was a feature of beauty and personal care in China during the review period, there was also a growing demand for mass beauty and personal care towards the end of the review period as consumers became more savvy and looked for better value for money. This was supported in part by the strong performance of relatively new domestic brands such as Winona, Dr Yu and HomeFacial Pro.
While some categories saw string growth, mass hair care saw a small decline in 2019 in current value terms with the category having reached relative maturity. There was a significant shift towards premium hair care during the review period and this continued into 2019 with consumers becoming more familiar with the benefits of premium ranges.
Second-ranked L'Oréal (China) Co Ltd was one of the most dynamic players within mass beauty and personal care in 2019, with it closing the gap on leader Procter & Gamble. L'Oréal has captured the zeitgeist leveraging on influencers and celebrities to restore its strong position in the market.
Sales of mass beauty and personal care are expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. With consumers trapped at home due to the nationwide lockdown sales growth slowed.
Mass colour cosmetics appears to have been the hardest hit area of mass beauty and personal care in 2020 with the category expected to see a slight decline in 2019 constant value terms, having seen double-digit growth in 2019. With consumers trapped at home they have had less need for make-up, with nail and lip products being particularly hard hit with many consumers covering up with masks and gloves even when they do leave the home.
COVID-19 is not expected to have a long-term impact on sales of mass beauty and personal care in China. While sales have been stunted in 2020 due to the nationwide lockdown, as restrictions are lifted spending on beauty and personal care will likely return to similar levels.
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Discover the latest market trends and uncover sources of future market growth for the Mass Beauty and Personal Care industry in China with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.