The value of China’s baby and child-specific category has doubled over the last five years to around US$1.6 billion, making it the third biggest in the world after the US and Brazil. Spending could be about to grow much faster, however, as a result of a partial relaxation of family planning laws. Furthermore, the country’s gender imbalance could start to stabilise, triggering potentially huge increases in sales of women’s make-up, hair care and fragrances over the long term.