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The booming Chinese Beauty market

27/05/2019

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The booming Chinese Beauty market

Chinese Brand Footprint rankings and new insights on the Health and Beauty market in China published by Kantar Worldpanel highlight strong growth across the sector, with the skincare and makeup categories outperforming total FMCG, growing 13% and 17% respectively, during 2018.

The Top 10 Health and Beauty brands

Pechoin, which is the only local brand that is chosen more than 10 million times, maintained its leadership position in the Chinese skincare market for the third consecutive year. Maybelline New York remained the number one brand in the makeup market. Many well-known classic brands have maintained their appeal to consumers through constant innovation in their products and new technologies. Examples of these innovations included L’Oréal Paris’ Ampoule Mask and Maybelline New York’s Lemonade Craze Eye Shadow. Upgrading the product and brand image has also helped many local brands like Pechoin and Inoherb to find further growth opportunities. Another way in which brands have grown is by leveraging online and offline channels to build product popularity and extend their reach. Olay, for example, gained wide popularity among young consumers via their White Radiance Essence product.

Kantar Worldpanel has identified three key factors amongst the most chosen brands which has enabled them to achieve strong growth while maintaining their current market dominance:

  • Innovating: Continually developing new products with different concepts and technologies to improve the product efficacy.
  • Upgrading: Consistently upgrading the products and brand image in response to market trends.
  • Youth-orientation: Leveraging online and offline channels to create hot items and make the brand appeal more to young consumers.

2019 China Beauty Brand Footprint: Top 10 most chosen skincare and makeup brands

Skincare

Makeup

Ranking

Brand

Manufacturer

Ranking

Brand

Manufacturer

1

  PECHOIN

 PECHOIN

1

MAYBELLINE NEW YORK

L'ORÉAL

2

  L'ORÉAL PARIS

L'ORÉALê

2

CARSLAN

CARSLAN

3

  DABAO 

 JOHNSON & JOHNSON

3

DIOR

LVMH

4

  NIVEA 

 BEIERSDORF

4

MAC

ESTÉE LAUDER

5

  OLAY 

 P&G

5

MISTINE

BETTER WAY

6

  INOHERB 

 INOHERB 

6

YVES SAINT LAURENT

L'ORÉAL

7

  KANS 

 CHICMAX

7

MARIE DALGAR

ZHEN LIANG

8

  ONE LEAF 

 CHICMAX

8

INNISEFREE

AMORE PACIFIC

9

  CHANDO 

 JALA

9

L'ORÉAL PARIS

L'ORÉAL

10

  WETCODE 

 DANZ

10

MISSHA

ABLE C&C


© 2019 CTR Co.Ltd
Source: Kantar Worldpanel Beauty, 2019
Skin Care definition: facial care and eye care, exclude hand & body, lip balm
Make up definition: face, eye, lip exclude lip balm, nail

 The fastest-growing brands

The disruptive growth of emerging beauty brands is one of the most remarkable achievements of 2018. Many of these brands have been investing heavily to demonstrate their product efficacy through ingredient-level communications which is allowing them to build an expert image and generate trust from consumers. Brands which achieved significant growth through their expertise in one particular area include Legend Age which is known for its lipsticks while both JM Solution Ray and Anne Bella focused on face masks.

Leveraging social media to reach more consumers can also be a way to achieve growth. Sealuxe and iLife are great examples of brands who have successfully utilised the WeChat channel and the awareness of Chioture was spread by promotion from a key opinion leader. Reacting fast to trends through launching lots of new products can effectively enhance brands’ attractiveness as well, evident by the popularity of local makeup brands such as Perfect Diary and Meiking.

In Brand Footprint this year we see that Chinese-born brands are in strong growth with massive potential for the future. Consumers have changed their perception of Chinese brands due to good products, strong word-of-mouth endorsement and because they offer real value. A recent joint report by Kantar and Tencent revealed that 42% of consumers are willing to choose Chinese beauty products and 60% of consumers will consider a repeat purchase.

China’s beauty market is fast-emerging and holds multiple ways to achieve growth. Kantar Worldpanel has identified three key ways for brands to win in such a promising but challenging market environment:

  • Demonstrate expertise: Leverage resources to build strong products with an expert image and adopt ingredient-level communications to gain trust.
  • Invest in social media: Develop a strong presence in multi-media channels, especially social media to break the limitations of traditional channels and reach more consumers.
  • Disrupt fast: React fast to the latest trend through accelerating the speed of launching new products to meet consumer’s constantly evolving needs.

2019 China Beauty Brand Footprint: Top 20 fast growing brands in skin care and makeup

Skin Care

Makeup

Ranking

Brand

Manufacturer

Ranking

Brand

Manufacturer

1

  JM SOLUTION

GPCLUB

1

   MAC

ESTÉE LAUDER

2

  RAY

RAY INTERNATIONAL

2

   DIOR

LVMH

3

  ANNA BELLA

ANNACLAN

3

   LEGEND AGE

FUCHENG

4

  WHOO

LG

4

   SEALUXE 

GREEN LEAF

5

  ILIFE

GREEN LEAF

5

   MISTINE

BETTER WAY

6

  SEALUXE

GREEN LEAF

6

   PERFECT DIARY 

YATSEN

7

  COGI

COGI

7

ESTÉE LAUDER

ESTÉE LAUDER

8

  LANCÔME    

L'ORÉAL 

8

   M'AYCREATE 

XING MING SHENG

9

  PECHOIN

PECHOIN

9

   CARSLAN

CARSLAN

10

  I-YONG

AI RUN

10

AGE 20’S

AEKYUNG

11

  GEHOS

GEHOS

11

   MEIKING 

FEN DAI

12

  SOLO LIFE

SOLO LIFE

12

   GIVENCHY 

LVMH

13

  BIAOTING

YING HUA

13

   NARS 

SHISEIDO

14

  WINONA

BOTANEE

14

   GIORGIO ARMANI 

L'ORÉAL

15

  HERBALMATE

BAICAO

15

   CHIOTURE 

FENG YI

16

  ATREUS

KISS OF BEAUTY

16

   LANCÔME   

L'ORÉAL 

17

ESTÉE LAUDER

ESTÉE LAUDER

17

   POND'S 

UNILEVER

18

  MAGELINE

MAGELINE

18

   MINISO 

MINISO

19

  G&M

G&M

19

   YVES SAINT LAURENT

L'ORÉAL

20

  PROYA

PROYA

20

   MAKEUP MIRACLE 

WATSONS


© 2019 CTR Co.Ltd
Source: Kantar Worldpanel Beauty, 2019
Skin Care definition: facial care and eye care, exclude hand & body, lip balm
Make up definition: face, eye, lip exclude lip balm, nail

 

About the Brand Footprint ranking

The rankings were generated by using the CRP (Consumer Reach Point) index developed by Kantar. This combines the number of buyers for a certain brand in one year (penetration) and the number of times (frequency) that the brand is chosen along with the number of households in the country. 

Get in touch

Jason Yu

Managing Director, Greater China

 

+86 21 6170 0101

Send an e-mail

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