Margot Minyi He, Export Specialist at the Tokyo Business France Office, explained how the Chinese view beauty.

Cosmetics market characteristics

Today, China is ranked first on the Asia-Pacific market, with 204 billion CNY (the initials refer to the Chinese currency) and grows at a rate of 8.8% every year.
The personal care market is dominated by global brands: almost 60% of sales in volume, 90% in value. Still, it should be said that Chinese brands have been moving upmarket for a few years.
Margot Minyi He added that ‘if China is crazy about foreign cosmetics, the spa market is difficult to enter. Right now, few high-end spas reference imported products, and Chinese companies contribute to the development of brands made in China.’

Consumers’ favourite claims

Chinese people are extremely sensitive to the products’ countries of origin. To them, imports from France, Japan, Korea, or the United States guarantee quality.
Generally speaking, the Chinese population is fond of beauty products with moisturizing, natural, and anti-aging claims.
Makeup-wise, consumers search for long-lasting products that can even out the skin tone.
They are also keen on ‘specialized’ products, like ranges for pregnant women, babies, and young children.

Fashionable products and trends

Margot Minyi He also unveiled the panel of bestsellers, according to the most popular claims among Chinese consumers.
• Face care: The Lancôme Advanced Génifique cream is a bestseller due to its anti-aging, firming, and skin-illuminating promises.
On the natural segment, Chinese women are delighted with Herborist’s Taïchi Day/Night Essence. This moisturizing serum makes skin texture more radiant and softens the epidermis.
• Makeup: Foreign products have a good reputation in China. For example, Dior enjoys a positive image with Dior Addict Lacquer Stick: the red colour is Chinese women’s favourite. In addition to its pigmentation, this lipstick seduces thanks to its long wear and moisturizing power.
Chinese women aspire to the perfect complexion, so they turn to the Korean expertise. They also use the Iope Air Cushion. In addition to having a light texture, hydrating, and evening out blemishes, this product provides sun protection.
• Specific products: Chinese men are definitely in when it comes to talking about cosmetics. They also take care of themselves. In China, L’Oréal markets the L’Oréal Men Expert Hydra Energetic Cream, recognized for being mattifying.
Baby ranges are also on a roll. American cleanser Aveno Wash&Shampoo is now a standard for Chinese families. It is composed of plant extracts and has a natural formula.

As the Asian leader on the cosmetics market, China is an Eldorado for foreign brands. Indeed, imported products can be trusted because they guarantee quality for Chinese people in search of innovative beauty expertise.

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