Super Premium Beauty and Personal Care in Hong Kong, China

PROSPECTS

Rise in inbound arrivals provides positive momentum

With growth in inbound arrivals returning, super premium beauty and personal care has seen a strong performance in 2018. Chinese travellers began returning to Hong Kong thanks to improving consumer confidence.

Colour cosmetics benefits from makeup trends

Super premium colour cosmetics has seen stronger value growth than super premium skin care in 2017 and 2018. Riding on the lips trend, luxury beauty brands have shifted their focus to face makeup with social media and bloggers’ reviews further enhancing consumer willingness to choose different colour cosmetics and go beyond the basics to enhance the overall results.

Rising interest in fragrances and bespoke services

The Asian market does not have such a long history of fragrances as other markets such as Europe and the US, but there is growing interest including in Mainland China and Hong Kong. Alongside popular global brands there is also growing interest in niche brands some of which offer bespoke services.

COMPETITIVE LANDSCAPE

Luxury brands targeting Millennials

Seeing the consumption potential in the younger generation, traditional luxury brands are shifting their focus to digital marketing and social influencers. For example, Estée Lauder HK Ltd has endorsed local celebrities and put a focus on generating digital content.

Giorgio Armani benefits from interest in beauty pop-up store

The most dynamic company in 2017 was L'Oréal HK Ltd, with its Giorgio Armani brand seeing a very strong performance. In 2017 Giorgio Armani opened its Armani Box concept pop-up store in Hong Kong with the launch featuring a cocktail party attended by actress Shu Qi and singer Kary Ng.

More cushion foundations coming

Cushion foundations were a key feature of new product launches in 2017/2018. Aside from the aforementioned launches from La Mer and Clé de Peau Beauté, leading brands such as Giorgio Armani and Chanel also introduced their own new products – My Armani To Go Tone-up Cushion and Chanel VITALUMIÈRE GLOW Luminous Touch Foundation.

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