Mass Beauty and Personal Care in China

PRE-COVID-19 PERFORMANCE

Domestic players helping to build trust and loyalty in mass beauty and personal care in 2019

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.

Mass hair care stagnates in 2019 as consumers switch to premium options

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.

L’Oréal on the rise thanks to investment in popular influencers and celebrities

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within mass beauty and personal care

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.

Recovery and opportunities

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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