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Beauty categories lead FMCG growth in China

Jason Yu

Greater China General Manager

Shoppers 21.05.2019 / 19:17

Makeup and eye 2 col

Skincare and makeup categories grow 13% and 17% respectively during 2018, outperforming total FMCG.

Kantar Worldpanel China today reports strong growth in the Chinese beauty market, with skincare and makeup categories increasing 13% and 17% respectively during 2018, outperforming total FMCG.

Kantar Worldpanel China also publishes a China Beauty Market Brand Footprint report which ranks the best performing beauty brands based on two metrics: the most-chosen brand for Chinese consumers, and the fastest-growing brands in the Chinese market. The rankings were generated by using the CRP (Consumer Reach Point) index from Kantar Worldpanel which is an index that combines the number of buyers for a certain brand in one year (penetration) and the number of times (frequency) that the brand is chosen. This China Beauty Market Brand Ranking not only reflects the real purchase behaviours of Chinese consumers, but also presents a clear picture of consumers’ choice to help decode potential growth opportunities in the market.

1.  Most-Chosen Brands

Pechoin (百雀羚), which is the only local brand that is chosen more than 100 million times, maintained its leadership position in the Chinese skincare market for the third consecutive year. Maybelline New York also remained the number one brand in the makeup market. Many well-known classic brands have maintained their appeal to consumers through constant innovation in their products and new technologies. Examples of these innovations included L’Oréal Paris’s Ampoule Mask and Maybelline New York’s Lemonade Craze Eye Shadow. Upgrading the product and brand image have also helped many local brands like Pechoin and Inoherb (相宜本草) to find further growth opportunities. Another way which brands have grown is to leverage online and offline channels to build product popularity and extend their reach. Olay for example gained wide popularity among young consumers via their White Radiance Essence product.

Kantar Worldpanel China summarizes three key factors amongst the most-chosen brands which has enabled them to achieve strong growth while maintaining their current market dominance:

-      Innovation: Continuously innovating new products with new concepts and technologies to improve the product efficacy

-      Upgrading: Consistently upgrading the products and brand image in response to the market trend

-      Young-Oriented: Leveraging online and offline channels to create hugely popular items and help brands appeal more to younger consumers

2019 China Beauty Brand Footprint: Top 10 Most-Chosen Brands in Skincare and Makeup

Skincare Makeup

Skincare

Makeup

Ranking

Brand

Manufacturer

Ranking

Brand

Manufacturer

1

  PECHOIN

 PECHOIN

1

MAYBELLINE NEW YORK

L'ORÉAL

2

  L'ORÉAL PARIS

L'ORÉALê

2

CARSLAN

CARSLAN

3

  DABAO 

 JOHNSON & JOHNSON

3

DIOR

LVMH

4

  NIVEA 

 BEIERSDORF

4

MAC

ESTÉE LAUDER

5

  OLAY 

 P&G

5

MISTINE

BETTER WAY

6

  INOHERB 

 INOHERB 

6

YVES SAINT LAURENT

L'ORÉAL

7

  KANS 

 CHICMAX

7

MARIE DALGAR

ZHEN LIANG

8

  ONE LEAF 

 CHICMAX

8

INNISEFREE

AMORE PACIFIC

9

  CHANDO 

 JALA

9

L'ORÉAL PARIS

L'ORÉAL

10

  WETCODE 

 DANZ

10

MISSHA

ABLE C&C

Source: Kantar Worldpanel Beauty, 2019

Skin Care definition: facial care and eye care, exclude hand & body, lip balm;

Make up definition: face, eye, lip exclude lip balm, nail 

2.  Fastest-growing Brands

The disruptive growth of emerging beauty brands has become one of the most remarkable phenomena in 2018. Many of these brands have been investing heavily to demonstrate their product efficacy through ingredient-level communications, building a beauty expert image and generate trust from consumers. Legend Age (传奇今生), JM Solution (肌思研), Ray (妆蕾) and Anne Bella (安娜贝拉) are among such brands who achieved significant growth with their expertise in one field (Legend Age in Lipstick, JM Solution, Ray and Anne Bella in mask). Leveraging social media to reach more consumers can also be a way to achieve growth. Sealuxe (希诺思) and iLife (绿叶爱) are great examples where they have successfully utilised the WeChat channel, and the awareness of Chioture (稚优泉) was boosted by the promotion from social media’s key opinion leader (KOL). Fast reaction to hot trends through launching various new products can effectively enhance brands’ attractiveness as well, evident by the popularity of local makeup brands such as Perfect Diary (完美日记) and Meiking (美康粉黛).

From the above Brand Footprint coverage, we could see that Chinese born brands are on a strong rise with massive growth potential. Consumers have changed their perception towards Chinese beauty brands thanks to qualified products, strong word-of-mouth endorsement and real value. The joint report of Kantar and Tencent “2019 Chinese Beauty Born Whitepaper” showed that 42% of consumers are willing to choose Chinese beauty products and 60% consumers will consider buy again.

China beauty market is fast-emerging and holds multiple ways to achieve growth. Kantar Worldpanel China has identified three key factors for brands to win in such a promising but challenging market environment:

-      Demonstrate Expertise: Leverage resources to build strong products and expert image, and adopting ingredient-level communication to gain trust

-      Invest in social media: Form strong presence in multi-media channels, especially social media, to break the limitations of traditional channels and reach more consumers

-      Disruptive speed: Reacting fast to latest trends through accelerating the speed of launching new products to meet consumers’ constantly evolving needs

2019 China Beauty Brand Footprint: Top 20 Fast-Growing Brands in Skin Care and Makeup

Skin Care

Makeup

Ranking

Brand

Manufacturer

Ranking

Brand

Manufacturer

1

  JM SOLUTION

GPCLUB

1

   MAC

ESTÉE LAUDER

2

  RAY

RAY INTERNATIONAL

2

   DIOR

LVMH

3

  ANNA BELLA

ANNACLAN

3

   LEGEND AGE

FUCHENG

4

  WHOO

LG

4

   SEALUXE 

GREEN LEAF

5

  ILIFE

GREEN LEAF

5

   MISTINE

BETTER WAY

6

  SEALUXE

GREEN LEAF

6

   PERFECT DIARY 

YATSEN

7

  COGI

COGI

7

ESTÉE LAUDER

ESTÉE LAUDER

8

  LANCÔME    

L'ORÉAL 

8

   M'AYCREATE 

XING MING SHENG

9

  PECHOIN

PECHOIN

9

   CARSLAN

CARSLAN

10

  I-YONG

AI RUN

10

AGE 20’S

AEKYUNG

11

  GEHOS

GEHOS

11

   MEIKING 

FEN DAI

12

  SOLO LIFE

SOLO LIFE

12

   GIVENCHY 

LVMH

13

  BIAOTING

YING HUA

13

   NARS 

SHISEIDO

14

  WINONA

BOTANEE

14

   GIORGIO ARMANI 

L'ORÉAL

15

  HERBALMATE

BAICAO

15

   CHIOTURE 

FENG YI

16

  ATREUS

KISS OF BEAUTY

16

   LANCÔME   

L'ORÉAL 

17

ESTÉE LAUDER

ESTÉE LAUDER

17

   POND'S 

UNILEVER

18

  MAGELINE

MAGELINE

18

   MINISO 

MINISO

19

  G&M

G&M

19

   YVES SAINT LAURENT

L'ORÉAL

20

  PROYA

PROYA

20

   MAKEUP MIRACLE 

WATSONS

Source: Kantar Worldpanel Beauty, 2019

Skin Care definition: facial care and eye care, exclude hand & body, lip balm;

Make up definition: face, eye, lip exclude lip balm, nail 

Source: Kantar Worldpanel

Editor's notes

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