Skin Care in China

PRE-COVID-19 PERFORMANCE

‘Skintellectuals’ driving demand for more advanced formulas as anti-agers sees explosive growth in 2019

As consumers become more knowledgeable and sophisticated, they are tending to consider a product’s ingredients as a key part of the decision-making process when purchasing skin care products. Natural and herbal ingredients are commonly seen in Chinese skin care products, as they have a long history in many industries in China, such as dietary supplements and packaged food.

E-commerce offers huge potential to both new and existing brands

E-commerce is now the largest and most dynamic channel in the distribution of skin care in China, with it also being considered as the key battlefield for skin care brands. Both leading international brands and emerging domestic brands are putting increasing efforts and resources into the online channel, with livestreaming proving a particularly popular way of engaging consumers.

Skin care the height of activity as local and international players fight for share with e-commerce being the key battleground

L'Oréal (China) Co Ltd maintained its leading position in skin care in China in 2019, largely due to its rich product portfolio, the expansion of its e-commerce business, and its use of effective marketing campaigns. It is worth noting that China is the biggest market for L'Oréal’s premium brands, Lancôme and Helena Rubinstein.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 11% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

While some products have seen growth slow significantly in 2020 other areas have seen sales growth remain stable. Hand care for instance has benefited from the increased frequency at which consumers are washing their hands and using hand sanitisers to prevent the spread of COVID-19.

Recovery and opportunities

The impact of COVID-19 on skin care is projected to be relatively short lived with skin care seen to be one of the most promising and dynamic areas of beauty and personal care. Consumers are paying increasing attention to the health and appearance of their skin and this is being fed by education and awareness campaigns which are helping consumers to understand which products to use.

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