Skin Care and Cosmetic Craze in China

Skin Care in China IS about to Become Huge

The retail trade revenue for cosmetic was 21.49 billion yuan in March 2017
Asia cosmetic routine is becoming famous around the world. Open YouTube, and type skin care; the top results are most likely going to be My Korea Skin Care Routine, type skin care Korea on Google and see the hundred of blogs and videos being post on the topic

These Korean and Japanese skin care routine are more and more popular in the West but in China that is to another level! -they use up to 20 products per day-

Indeed, in Europe and the US, the most sold products of the cosmetics field still belong to the make up section whereas in China, skin care dominate the market.

Check out some Chinese beauty routine here  https://www.beautyandtips.com/beauty-2/10-chinese-beauty-secrets/

There are a few reasons for that:

• Looking for a smooth white skin: Beauty Standards in China.

• Flawless skin that looks "clean". I invite you to read about the Last Zara Scandal in China. The scandal was about the choice of a Chinese model with freckles. Check out the below video; that self-explanatory of the mind set of Chinese lady

 

 

China Cosmetic Market dominated by Foreign Brand

Not very surprising when you know the history of food safety scandal ans fake product of China, but still good to mention it. Chinese consumers have no love for local product when it comes to skin care:

• They think it could be fraudulent
• Dangerous
• Useless 

Not only Chinese consumers do not trust their local product when it comes to their skin, but the appeal of buying foreign products from a foreign company is a real things

• They believe they are high end brand with good safety standards
• Being able to buy expensive foreign brand is great for status, which I remind is still a big thing in China.  

Now, don't get me wrong, the Chinese local product still get a good share of the market, especially with the oldest generation, that has a conservation spirits. Local products are much cheaper, and appeal to a certain part of the population.
However, enter any Chinese shopping mall and you'll see entire floor dedicated to foreign cosmetic from all over the world. Same when you open any e-commerce app.
The import of foreign skin care products by Daigou (chinese shoppers) used to be a big part of some brand business as Japanese retailers will tell you.
https://www.globalcosmeticsnews.com/chinas-daigou-restrictions-affect-j-beauty-sales

China has recently reinforced the control at custom and make it harder for daigou to continue their activities. Since then, brand like Shisheido have seen their sales drop.

Cosmetic Brand and Social Media App

China is a very dynamic country when it comes to apps and there are a lot of them dedicated of in part dedicated to cosmetic.

1. One the most famous one is weibo. Weibo, is a mixed between Facebook and twitter. All cosmetics brand advertise on this platform via traditional ads and KOLs
2. Xiaohongshu: social ecommerce app targetting women. Not whatever women tho. It argets women from 1st and 2nd tiers city that are looking for high end foreign cosmetic products.
3. VIP and others fallen apps

Ecommerce and cosmetics

There are huge part of e-commerce platform such as Tmall occupied by cosmetic.

Here on the cosmetic section of tmall. As you can see, mostly foreign cosmetics brand promoting their products
Learn more about promoting cosmetic in china and what tool to use here https://www.marketingtochina.com/cosmetics-china-top-marketing-strategies-beauty-market/

Anti pollution cosmetic

According to a 2013 study in the Journal of Clinical Cosmetic Dermatology, UV sunlight is responsible for about 80% of visible signs of facial ageing, including wrinkles, hyperpigmentation and loss of skin elasticity. . Another study published last year showed the relationship between increased air pollution and brown spots on German and Chinese skin.
And remember what we started with! A smooth flawless skin is the standard to reach! Asian, and chinese pride themselves in looking younger.
They do not want pollution to affect their skin and are becoming big actor of anti pollution skin care with their consumptions habits.

Cosmetic brand should consider china as a trial for their anti pollution skin care product. India is not mature enough yet to purchase as much as china does, so right now china is the option to go.

 In this area we could also talk about the sales of water purifier for both hair and skin. There is a real market developing in this area.

Beauty Salon and Facial Spa

 China has seen the number of foreign spa and facial specialist salon grow in its major city. Despite the price often high, the demand is still growing.
This kind of salon offers numerous kind of treatment, from simple moisturizing to acne treatment, brown spots etc
It is all related!

Conclusion:

 

Here is for my little overview of what is the skin care habits like in China. Consumers  consume mainly foreign high end cosmetic products. These cosmetic product are mainly for skin care contrary to Western Country where make up dominate the sales.
Chinese women are very concern about their skin as it is one of the main beauty criteria in China. A smooth skin is status of wealth and health.