Skin care was dependent on tourist consumption before COVID-19 hit, and with the delayed return of tourist flows, the recovery of the category was sluggish in 2021, especially amongst premium brands such as La Mer and Estée Lauder. The shift in the consumer landscape from tourist-reliant to pure local consumption called for a change in strategy from brands in order to survive in the market until tourists return.
Hong Kong consumers are sophisticated and demanding, looking for branding, ingredients and brand propositions in beauty and personal care products, on top of functionality. With the fragmented nature of the skin care category in Hong Kong, brand equity is key in order to play and succeed in the market.
After the emergence of the pandemic, consumers’ awareness of health and wellness increased, with a focus on at-home beauty treatments and self-care routines, as consumers treated other parts of the body as they would their face. Body care products, especially premium body care products, therefore gained traction, with brands such as Aesop and Crabtree & Evelyn gaining share.
As the pandemic calms down, it is expected that consumers will go back to offline stores for some mood-uplifting shopping. According to Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2022, 40% of Hong Kong respondents shop in store or in person for beauty and personal care products.
Despite the already existing fragmentation in skin care in Hong Kong, it is expected that further fragmentation will be seen in the forecast period in both mass skin care and premium skin care. Major Japanese drugstore Matsumoto Kiyoshi is entering Hong Kong in 2022, with rollout plans for at least four stores, which will result in an influx of mass Japanese skin care products in the market.
Clean beauty had been a niche segment; however, it is being observed that the demand for clean skin care products is growing. Since the pandemic, consumers have become more concerned about health and wellness in general.
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Understand the latest market trends and future growth opportunities for the Skin Care industry in Hong Kong, 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 Hong Kong, 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.See All of Our Definitions
This report originates from Passport, our Skin Care research and analysis database.
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