Mass Beauty and Personal Care in China

PROSPECTS

Mass beauty and personal care sees overall share fall

The large consumer base for mass beauty and personal care products provides a firm platform for development in the Chinese market. Moreover, the low prices of the mass segment help to attract new consumers as awareness of personal grooming rises and demand for beauty and personal care products extends beyond major urban centres.

Mass skin care expands strongly in 2018

Mass skin care saw accelerated growth in 2018. The category’s strong performance was driven by mass brands’ investment in new product development and marketing promotions, as manufacturers sought to respond to increasing competition from the premium segment.

Mass eye shadow benefits from demand amongst younger consumers

The development of e-commerce was an important factor in the healthy growth registered by colour cosmetics at the end of the review period. The combination of the competitive pricing offered by online channels and improvements to product quality proved significant in attracting younger consumers.

COMPETITIVE LANDSCAPE

Procter & Gamble sees improved performance

Procter & Gamble (Guangzhou) Ltd remained the largest player in mass beauty and personal care in 2018, despite seeing the continued erosion of its lead. While the company experienced year-on-year share decline throughout the review period, it registered a significantly improved performance in 2018.

Domestic mass face masks brands see notable expansion

While foreign multinational players continue to lead the way in mass beauty and personal care, domestic brands made significant headway in certain areas. Domestic brands, such as Yunifang and Proya, performed particularly well in mass face masks, the most dynamic category in mass beauty and personal care in 2018.

Growing number of international mass brands with organic positioning enter China via cross-border e-commerce

The rise in consumer health-awareness underpinned by a wide range of factors, including government health initiatives and a growing focus on health issues on social media, is increasingly influencing the positioning of mass beauty and personal care products. From packaged food to home care, the demand for healthy products goes hand-in-hand with increasing interest in products containing natural ingredients, and similar trends are being noted in mass beauty and personal care.

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