The Chinese market is increasingly attractive for high-end brands, however, the dynamics that govern it have become more and more complex. Economic, social and cultural changes have generated new consumer needs and behaviours. Digital communications agency Hylink has analysed the 2022 trends that are driving the beauty, fashion and luxury market in China.
The Covid-19 pandemic has radically changed the geography of luxury, shifting its centre of gravity to the East, particularly in China. Economic, social and cultural changes have generated new consumer needs and behaviours. These factors must be taken into account by companies if they are to excel in the Dragon Empire.
Cosmetics and perfumes
The cosmetics industry in China is worth four billion dollars. To date, the most popular and purchased items are make-up and skin care products.
Customers are particularly vigilant about the origin of ingredients, environmental impact and “not tested on animals” certification.
Male consumers represent a very important share of the skin care market. According to Statista, the Chinese men’s cosmetics market has grown by 6.6% year-on-year.
Today, the most purchased brands in China are Chanel, Estée Lauder, Dior, Lancôme and Shiseido.
The luxury fragrance market in China is growing rapidly and has been estimated to be worth $35 million by 2021.
To date, international brands dominate the landscape, holding around 70% of the total value. Chanel, Dior, Armani and Ralph Lauren are just some of the most popular fragrance houses.
The market is segmented into mass market fragrances which include all the big names in western …
