As income increases and basic life quality improves significantly, Chinese women could be expected to spend more on discretionary goods like colour cosmetics. This suggests that there is great opportunity to convert millions of non-users in the lower tier cities and rural areas. At the same time, the country’s middle classes is spurring demand for discretionary spend items. Their soaring purchasing power provides the greatest long-term potential for growth.
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TABLE OF CONTENT
Introduction
Definition
Excluded
Methodology
Abbreviations
Executive Summary
The market
Figure 1: Best- and worst-case forecast for China value sales of colour cosmetics, 2008-18
Figure 2: China colour cosmetics segments’ percentage share in value, 2010-12
Companies and brands
The consumer
Face make-up is the priority
Figure 3: Make-up products used in past 12 months, July 2013
Internet retail is the channel to focus on
Figure 4: Purchase channel for make-up products July 2013
Colour cosmetics the confidence booster
Figure 5: Attitudes towards make-up products, July 2013
Key issues
Cross-selling is essential to drive market share
Driving usage frequency is the next growth opportunity
Multichannel strategies to capture different demographics
What it means
The Market
Key points
Market size and forecast
Figure 6: Colour cosmetics China market value in local currency, 2008-18
The future
Figure 7: Best- and worst-case forecast for China value sales of colour cosmetics, 2008-18
Market segmentation
Figure 8: China colour cosmetics retail value sales, by sector, 2011-13
Figure 9: New product launches in colour cosmetics, % share, by category, Jan 2009- Jun13
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Market Drivers
Key points
Increasing purchasing power in lower-tier cities
The rise of the Chinese middle class could drive significant growth
Figure 10: Discretionary spending, April 2012
Online channel changes the market dynamics
What it means
The Consumer – Product Usage and Frequency
Key points
Figure 24: Make-up products used in past 12 months, July 2013
Figure 25: Frequency of use of make-up products, July 2013
Figure 26: Frequency of use of eye make-up products, July 2013
Figure 27: Frequency of use of lip make-up products, July 2013
The Consumer – Number of Products Used and Spending Habits
Key points
Figure 28: Number of make-up products used in past 12 months, July 2013
Figure 29: Number of make-up products used in past 12 months by age group, July 2013
Figure 30: Number of make-up products used in past 12 months, by type of make-up, July 2013
Focus on the face
Figure 31: Spend on make-up, by category, July 2013
Figure 32: Spend on facial make-up, by price point, July 2013
Lower investment on eyes and lips
The Consumer – Channel Usage
Key points
Figure 33: Purchase channel for make-up products July 2013
The Consumer – Attitudes Towards Make-Up and Cosmetics
Key points
Figure 34: Attitudes towards make-up and cosmetics, July 2013
Figure 35: Sulwhasoo newly launched Whitening BB Base SPF 50+/PA+++ in China, June 2013
Figure 36: Asian beauty, a focus on clarity of the skin, contrasting eyes and lips colour with dramatic nail design, March 2013
The Consumer – Motivating Factors for Buying a Different Make-Up Product/Brand
Key points
Figure 37: Motivating factors for buying a different make-up product/brand, July 2013
Figure 38: Proportion of new make-up and skincare products making natural claims, China, January 2009- July 2013
Figure 39: South South Korea brand MCC ‘s Green Tea Dramatic Volume Mascara launched in China, January 2013
Figure 40: New Anna Sui necklace rouge, a new innovation that transform a lip gloss into an accessory
Key Issue – Cross-Selling is Essential to Drive Market Share
Key points
Multi-buy deals to attract repertoire buyers
Figure 41: Number of make-up products used in past 12 months, July 2013
Figure 42: Cosmetic products used by lipstick users, July 2013
Upselling to the higher income groups
Figure 43: Number of colour cosmetic products used in the past 12 months, by monthly household income, July 2013
Figure 44: Influence of household income on use of prestige make-up, July 2013
Figure 45: Giorgio Armani advanced cosmetic textile technology, Q1 2013
Figure 46: Brand loyalty, by household income group, July 2013
Inspiration coming from the past
Figure 47: M.A.C Year of the Snake collection, February 2013
Innovation in new natural ingredients
Figure 48: Lirikos Marine Power Curling Mascara with extracts from algae, June 2013
What it means
Key Issue – Driving Usage Frequency is the Next Growth Opportunity
Key points
Multi-purpose products to drive usage frequency
Figure 49: Make-up products used, July 2013
Figure 50: Frequency of using eye make-up products, July 2013
Figure 51: Attitudes towards make-up products, July 2013
Figure 52: Nuxe’s Huile Prodigieuse, January 2013
Figure 53: M.A.C Face and Body foundation, January 2013
Innovation in packaging convenience can drive usage frequency
Figure 54: Attitudes towards make-up products, July 2013
Figure 55: Packaging material for new product launches in China’s colour cosmetics sector, 2010-12
Creating occasions to drive frequency of use
Figure 56: Bobbi Brown Luxe Collection Eye Palette, June 2013
What it means
Key Issue – Multichannel Strategies to Capture Different Demographics
Key points
Engaging the young demographics online
Figure 57: Where make-up products were purchased in the last 12 months, July 2013
Figure 58: Use of the internet in the research or purchase of make-up products, by age group, July 2013
Figure 59: Purchase of colour cosmetics from specialist beauty and personal care stores, by age group, July 2013
Added-value service to attract the older women
Figure 60: Selected store types where women buy make-up products, by age group, July 2013
What it means
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