“China’s cosmetics industry has experienced years of sustained growth and even in the face of the 2020 pandemic, the market has rebounded rapidly. The retail sales value of skincare is expected to exceed 56 billion euros by 2024,” introduced Aline Guo-Haefele.

What do consumers want?

According to the expert, several trends have begun to emerge in the context of the health crisis that China has also experienced.

The importance of ingredients
The Chinese are increasingly expert in deciphering the INCI list.
They get information and choose carefully the products they buy. They also expect transparency from brands.

Men’s care products
If the male cosmetic offer is lagging behind in many countries, it is not the case in China. Chinese people like to take care of themselves, especially their hair, from a very young age. They are quite concerned about baldness. So they are looking for products to prevent this phenomenon. However, they don’t just want basic care (shampoo, mask, etc.), they expect elaborate protocols (serums, lotions).
“According to a recent study conducted by Alibaba, we know that men are willing to spend twice as much time as women on their hair.”

A bit of technology
The amount of time spent …