Premium skin care continued to outperform mass skin care in 2021, demonstrating that premiumisation is an ongoing trend in the Chinese market and consumers prefer to trade up in skin care to brands with a high-end positioning and products with better quality. At the same time, premium and prestige skin care brands are also striving to adopt strategies to penetrate more consumer groups, for example, younger consumers and consumers in low-tier cities.
Against the backdrop of COVID-19, consumers’ attention to skin health has increased, driving up the popularity of functional skin care products. For this reason, ingredients play an increasingly important role in consumers’ decision-making journey when purchasing skin care products.
The share of e-commerce in skin care in China continued to increase in 2021, rising by two percentage points to reach 37%. This increase was caused by both the continued rise in online purchasing behaviour and skin care brands’ increasing investment in online channels.
Cosmetic surgery is becoming increasingly popular amongst Chinese consumers, especially millennials and generation Z urban dwellers. This trend originated from developed markets such as Japan and South Korea and gradually swept across the Mainland China market, and even nurtured many online consultation apps, such as SoYoung and Gengmei, which made cosmetic surgery a more approachable beauty solution for consumers.
Domestic brands are reaching new heights, leveraging the national wave, supported by rising culture confidence with “China Cool” and a preference for local brands. Consumers’ perception of products made in China has gradually evolved from the past stereotype of low quality and cheap prices to an image of made with cutting-edge technology and value for money.
Beyond launching on established major online platforms such as Tmall, JD.com and WeChat e-store, many fast-growing skin care brands have been leveraging the rising trend of short-video apps such as Douyin and Kuaishou, and even sites popular with generation Z, namely Bilibili (or B Station), which was initially famous for sharing anime and comic video content, but recently entered mainstream beauty marketing by featuring make-up tutorials, unboxing videos and product reviews by KOLs.
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Understand the latest market trends and future growth opportunities for the Skin Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Skin Care industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of facial care, body care, hand care and skin care sets/kits.
This report originates from Passport, our Skin Care research and analysis database.
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