China Beauty Expo is partnering with the world’s largest personal care product brands to showcase the latest personal care innovations as it launches the W7 High-end Personal Care Boutique Gallery at China Beauty Expo 2019 from 20-22 May 2019.
Latest Make-up and Personal Care Product Trends
In late August, the TMall Innovation Center released its report, “Upgrade Path of Chinese Consumers – Trend Report for Make-up and Personal Care Products”, providing deep insights into purchasing trends for make-up and personal care products in China. This report draws on Alibaba data and is the fifth report released by TMall’s Innovation Center.
TMall data reveals the emergence of new consumer segments, and a general movement toward higher-end purchases.
Most of China’s new consumers come from its post-90s generation – consumers born during or after then 1990s. According to Yuan Dian, a consumer research specialist at the TMall Innovation Center and principal author of the report, emphasized that “statistically, the post-1990 generation has already emerged as emerged as the largest market for advanced personal care products. They are one to three years ahead of the broader market.”
Important insights from the report include the following findings.
Consumers Have More Category Choices
According the TMall’s report, the number of product categories that consumers are purchasing from has increased from an average of 2.8 in 2016 to 3.6 in 2018. This pattern appears across multiple markets, including skincare, make-up, body and haircare.
Pursuit of quality is driving this trend. Consumers are increasingly focused on product details. For example, consumers focus on the sun protection qualities of skin care products, foundation in make-up, and body scrubs in the body care category. Categories such as eyeshadow, blush, and highlights are also growing quickly in 2018. Similarly, hair styling products have seen an increase in demand.
Across most personal care product categories, consumers are increasingly reaching for premium products. Luxury brands have shown strong growth at rates of up to 103%. Niche brands also have an opportunity in the market. Yuan Dian points out that, “niche brands should focus on high value segments. For example, niche shampoo and skin care products have grown rapidly during the past two years. Niche shampoo brands share of sales increased from 39% in 2016 to 45% in 2017.
Consumers Pursue Functional Quality
Chinese consumers have become increasingly knowledgeable about make-up and personal care products. This has helped drive demand for greater functional quality. For example, demand for anti-baldness features is growing in the hair care category. And, consumers are becoming increasingly selective in their purchases. Online sales represent 60% of all purchases of anti-baldness products for consumers under 30.
Consumers also are looking more closely at their skin care product ingredients and expecting more immediate results. Consumers are demanding more from both packaging design as well as ingredients. Some of this demand is driven from the growing amount of information provided by apps and Internet celebrities. At the same time, beauty centers are also educating consumers and allowing them to experience products offline.
Beauty product consumers are looking for a multi-dimensional set of services and experiences. This extends from beauty products to treatment experience and beauty equipment. The sales volume of TMall’s cosmetic equipment and instruments increased by 146% in 2017.
Co-branding and Customization Grow in Popularity
Co-branding with recognized celebrities and established brands helps drive purchases. Consumers also have show interest in cross-category branding and product personalization.
In 2017, MAC launched its bullet lipstick series with a bold set of colors. The online sales of these lipsticks increased by 356%. Maybelline’s FITme line of liquid foundation reflects the success of personalization. The products 12 colors proved highly popular, making it the second best selling liquid foundation brand in June, 2018.
Another example of success through personalization has been the customized packaging that Jo Malone offers to consumers. Innisfree has also introduced a self-matching make-up tray that allows consumers to select colors and styles that suit their specific preferences.
Learn more about China’s latest trends in personal care products and make-up at China Beauty Expo 2019.