Kantar Worldpanel - www.kantarworldpanel.com

Young Chinese mums rely on big brand

20/07/2016

When asked about their major concerns of their face skin condition in the past year*, young mums (between 26 and 35) chose “fine lines” as their top worry, as 47.4% of them ticked this box, compared with only 28.5% of married women in the same age bracket but have no children. The biggest difference is for “wrinkles” where 31.4% of mums mentioned it while chosen by only 8.8% of non-mums. Besides, mums were more worried about “chapped or cracked lips” (15.5% vs 10.8%), “sagging skin/loss of firmness” of their body skin (14.9% vs 7.9%), “age/liver spots” (12.2% vs 3.8%) and “dry skin” (10.7% vs 8%).

Eye condition was another major source of mums’ worry because “dark circle under the eyes” (22.6% vs 17.2%) and “puffy eyes” (21.6% vs 18.6%) were both bigger concerns for them than non-mums.

“All these frequently mentioned conditions are signals of aging. It showed that young Chinese mums are really worried that they’re getting old,” said Elaine Liu, senior account manager of Kantar Worldpanel China. “Because we also research on their attitudes, we can see that this worry has been confirmed by Chinese young mums’ higher demand for anti-aging products, which is 57.1% against 49.7% of non-mums in the same age.”

Interestingly, about 21% of both groups agree that they have “no time to take care of myself”, but in fact mums are really short of time.

Compared with their peers without children, Chinese mum are less interested in “new cosmetics” (12.7% vs 16.1%), “fun and exciting cosmetics” (14.8% vs 29.5%), or “skin care in trendy packaging” (26.6% vs 39.1%). Their strategy for buying cosmetics and skin care products is simple: they prefer well-known brands (69.3% vs 54.2%) and, to a lesser extent, “cheaper cosmetics” (10.5% vs 6.9%).

“It shows that for Chinese mums they don’t have time and energy to try new things or brands and validate them. To make quick decisions, they rely on big brands because they’re more likely to guarantee effect and safety,” Elaine said. “But big brands often mean higher prices, so a small proportion of them are looking for cheaper cosmetics, probably entry-level products from top brands.”

When choosing shampoo, Chinese mums also want it to help prevent their hair from being damaged by the aging effect. They are more interested in shampoo that can effectively moisturize hair (51.8% vs 46.2%), condition hair (48.2% vs 42%) and fight dandruff (24.3% vs 18.7%).

Probably because mums have less time to wash their hair, the usage of conditioner is only 61.8% for young mums, compared with 70.2% for same-age married women without children. But when they actually use it, mums are more sophisticated users because more of them want it to “moisturise the hair” (66% vs 51.1%), “nourish the hair” (24.9% vs 16.6%), “repair damaged hair” (21.8% vs 11.4%) and “repair split/dry end” (9.2% vs 1.3%).

“Young Chinese mums’ attitudes toward hair washing products reflect that they’re sophisticated users, because these are functions only for high-end shampoos and conditioners,” Elaine said. “Again, this is because they want these products can help them fend off the ageing effect.”

Young Chinese mums worry about getting old, rely on big brands

Young Chinese mums worry about getting old, rely on big brands

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Elaine Liu
Senior Account Manager

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