Due to the closure of department stores and travel retail in a bid to halt virus transmission in the first quarter of 2020, consumers switched to e-commerce to buy super premium beauty and personal care products. Many brands also seized this opportunity to expand their e-commerce presence through aggressive promotional activities and marketing online.
Even though super premium colour cosmetics products witnessed a decline during the height of the pandemic, with consumers under lockdown negating the need for these products, demand for super premium skin care products remained stable. This category benefits from more rigid demand with existing super premium brand users unlikely to downgrade to mass alternatives.
In line with an increase in online penetration during the peak of the pandemic in the first quarter of 2020, live-streaming also became more popular among consumers. The lockdown and home seclusion meant more people had time to spend browsing on the internet.
Super premium beauty and personal care witnessed healthy double-digit growth over the review period with dynamic growth set to continue over the forecast period. Super premium skin care is expected to be one of the most dynamic categories, riding on rising personal-grooming awareness and the premiumisation trend in China.
Chinese consumers have traditionally tended to be more interested in the “green” credentials in super premium beauty and personal care products compared to consumers in other countries. Under the backdrop of the COVID-19 pandemic, however, “holistic beauty” has significantly boosted this trend, with more people opting for clean and natural ingredients in a bid to stay healthy and promote their wellbeing.
In addition to the prevailing trend towards e-commerce within China for super premium beauty and personal care products, cross-border e-commerce is also on the rise and is expected to be one of the growth engines for the industry. Cross-border e-commerce offers opportunities for many foreign brands to tap into the Chinese market, given its low entry barriers.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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