Skin Care in China

PROSPECTS

Anti-ageing becoming increasingly hot

Anti-ageing has become an increasingly prominent focus of consumers in China, with growing numbers of young consumers fearing the effects of ageing and selecting anti-ageing skin care products. In order to target growing demand and remain competitive, manufacturers have made significant investments in innovation in the anti-ageing arena.

Functional skin care is increasingly prevalent

With the aggravation of environmental changes and the growing attention of consumers to skin problems, functional skin care has become increasingly prevalent in the Chinese market. At present, pharma/therapeutic brands, such as Avène, La Roche-Posay, Vichy, Bioderma and Caudalie, are perceived positively by local consumers, thanks to their early market entry and solid brand reputation.

Innovative marketing penetrating into wider regions

Skin care manufacturers are becoming increasingly innovative in their marketing, as they look to target younger consumers who have grown up in a rapidly shifting and information-rich environment and are open to new ideas. Pop-up stores have been a feature of the market since 2016.

COMPETITIVE LANDSCAPE

Premium skin care sales driven by global players

With increasing purchasing power and a growing focus on product quality and brand reputation, rising numbers of consumers are moving from mass to premium brands. Global brands, including Lancôme, Estée Lauder, SK-II, Dior, The History of Whoo and La Mer, saw ongoing remain robust growth in 2018, as they benefited from the upmarket trend in demand.

L’Oréal maintains lead in premium segment

With a brand portfolio including, Lancôme, Kiehl’s, La Roche-Posay, Vichy and Yue-sai, L'Oréal China retained pole position in premium skin care in 2018. The company maintains its strong presence through consistent efforts in product innovation, digital marketing and channel optimisation.

Domestic brands strongest in mass skin care market

Domestic brands, such as Pechoin, Chando, KanS, Proya, Herborist and Inoherb, are strongest in the mass skin care segment. Local manufacturers looking to bolster their competitive standing focused on new product launches targeting strongly emerging trends.

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