Super Premium Beauty and Personal Care in China

PROSPECTS

Super premium beauty and personal care is supported by a macroeconomic context

In 2018, super premium beauty and personal care in China recorded robust double-digit current value growth, amid a supportive macroeconomic context over the review period. In March 2018, the China Food and Drug Administration, with an officially documented announcement, declared the addition of 10 more free-trade test zones to an ongoing pilot project examining and approving imports of beauty and personal care products.

New concept of “green” retailing emerges, supported by cross-country partnerships

Sustainability has become a growing issue within the retailing of super premium beauty and personal care products in China, with the idea of reducing the negative environmental impact. On the occasion of French Prime Minister Edward Philip's visit to China in June 2018, L’Oréal’s Chief Executive Officer agreed a partnership with Alibaba Group, signing a document themed the "Green New Retail" project in the Great Hall of the People in Beijing, witnessed by Chinese Prime Minister Li Keqiang and French Prime Minister Edward Philip.

Innovative products cater to technologically aware consumers in China

In today’s China, super premium beauty and personal products are supported by innovative characteristics, thus more closely meeting demand from technologically aware consumers. In June 2018, Tang Yan, the cosmetics spokesperson for the Shiseido brand in China, appeared in the city of Wuhan and promoted Shiseido's 2018 new series of air cushion foundation.

COMPETITIVE LANDSCAPE

Luxury brands focus on pop-up stores to increase brand influence

Pop-up stores are gaining prevalence among super premium beauty and personal care players, looking to target young Chinese consumers, especially females. In April 2017, YSL Beauty Club was held in Shanghai, attracting many Chinese consumers who snapped up products including skin care, colour cosmetics and fragrances, among others.

New products are launched to keep up with trends

To keep up with the latest trends, new products are actively launched, catering to changing needs among local consumers. Estée Lauder (Shanghai) Commercial Co with its renowned brand Lamer newly upgraded its product lines in 2017, as the new series was empowered by the use of Miracle BrothTM, ranging from segmented products such as foundation liquid, honey powder, concealer and foundation brushes, in addition to honey paint.

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