According to data from the Kantar Worldpanel forecasting agency, demand for cosmetics remains buoyant in China, but purchasing behavior is changing. According to the firm, beauty brands will have to fight hard to keep their place in this highly competitive market.
The agency has identified five major emerging trends, grouped together under the acronym FOCUS.
Fragmentation of Demands
The hegemony of the big brands is wavering. “Consumers are buying their leading brands much less frequently,” observes Kantar.
This disaffection reflects a steady decline in brand loyalty. The Chinese are now turning to niche, more diversified brands, which they select according to personal criteria. “They no longer chase the big names, but look for a product that precisely meets their needs.” Consumers are also turning to new product typologies. They are investing in hair and body care products. Queries such as “silky hair” or “healthy scalp” are very popular on social networks.
“This quest for care creates new entry points for emerging brands, and pushes traditional players to accelerate their innovation efforts.”
Occasion-based Demands
The Chinese want their products to respond to “their everyday scenarios”.
In the morning, skincare products must protect and oxygenate the skin. In the evening, they expect anti-aging and repair. During the week, priority is given to rapid effectiveness. At weekends, a complete ritual with masks, serums and home appliances.
The same applies to make-up: young people (aged 15-39) fine-tune their routines according to the …
