“Mini” sized products are sweeping China’s consumer market. Mini-microwaves, mini washing machines, 500 gm rice packaging, 200 ml red wine bottles, and single-serving hotpots. “Mini” and single-serving product sizing has hit the beauty market. Beauty and skincare brands have progressively adding personalized sizing to boost product differentiation.
China’s Singles Economy Drives “Mini” Demand
The growth in China’s single-person households has created an explosion in single-serving demand. This trend drives down the absolute per household demand compared to traditional larger family and extended family units. Recent research by Sinolink Consumer Research Center indicates that young singles are reshaping much of China’s consumer marketplace. They’re looking for convenience, indulgence, emotional benefits, and self-improvement.
Mintel’s report, “Sub-Zero Waste: 2019 Global Beauty and Personal Care Trend” argues that the growing singles economy will influence future consumption patterns for beauty products, including the popularity of small packaging. Singles tend to live in smaller spaces and are open to experimenting with new products. Both factors encourage smaller, per unit size purchases.
Mini Make-up Encourages Trial and Experimentation
Young Chinese beauty consumers show a growing interest in self-gratification. Their desire to explore new products and define their own identities has begun some traditional brand loyalties. iResearch’s 2019 Report on Chinese Middle-Class Women’s Consumption identifies Chinese women’s desire to make independent purchasing decisions and focus on pleasing themselves. Young women born after 1995 are particularly attracted to innovation, new products, and new, unique experiences.
A growing number of local and international brands have responded to these demands by launching mini lipstick gift sets. Others are likely to follow with mini eye shadow, mini blush, and other mini beauty product packaging.
Mini products of the same shade are eye-catching, but mini sets with a wide variety of color shades add the important benefit of experimentation. For instance, young users are able to try a new shade each day.
Mintel also emphasizes “the pursuit of a brand-new self” as another emerging global beauty trend in 2019. It views emerging cosmetics consumers as more self-assertive and confident. For them, smaller packaging means more choices. For example, mini perfumes in 5 ml sizes enable consumers to match different scents with different styles and occasions. In Japan, 7-day trial sets already have become popular.
The Zero-Waste Benefit of Smaller Packages Appeals to Consumers
Young Chinese consumers have become increasingly focused on “zero waste”. Small packaged beauty products reinforce this value. They also consumer less space in small, urban living spaces. Small packages also are convenient and cost-effective for active travelers and consumers on the go.