Mintel's Shanghai-based team dissects the forces driving one of the hottest segments of China's colour cosmetics market ---lip colour. Fueled by pop culture and celebrity influences, lip colour remains the fastest-growing colour cosmetics subcategory in China. It has also contributed a substantial share to the total retail value of the colour cosmetics category. Mintel research shows that as many as three in four women in China say they use lip colour as part of their everyday makeup routine, making this the colour cosmetic product that women are most likely to use.
TAPPING INTO POP CULTURE AND CELEBRITY INFLUENCES
The Korean Wave has taken the world by storm with influences across different categories, including cosmetics. An increasing number of popular South Korean celebrities are now making their stamp on lip colour products. For instance, online sales of IOPE’s lip colour product – through leading e-tailer Taobao – surged after it was seen in the popular Korean soap, ‘My Love from Another Star’.
The influence of pop culture is a global phenomenon and by leveraging this trend the Chinese lip colour market could have boundless room for growth. Similar to the success seen by global brands such as Givenchy, YSL and Tom Ford, there are definitely opportunities for premium niche local brands to gain momentum. Such tactics include celebrity endorsements and clever product placements, either through popular televised dramas or mentions by YouTubers, as well as other social media advocates.
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