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Colour Cosmetics - China - August 2015

Colour Cosmetics - China - August 2015

“High frequency of usage proves that once consumers adopt colour cosmetics products, many of them will develop a routine to wear them on a daily basis, meaning that opportunities for increasing frequency of usage amongst these users could be limited. Sales growth can be achieved by product extension, category extension or premiumisation of existing products.”

– Wenwen Chen, Senior Research Analyst

This report discusses the following key topics:

Penetration and premiumisation remain vital to unlock future growth
Rediscover real beauty against the “new beauty” standard
Integrated media planning
The Advocators, the Worriers and the Sceptics


INTRODUCTION
Definition
Definition of Mintropolitans
Methodology
Limitations
Abbreviations
EXECUTIVE SUMMARY
Multi-purpose colour cosmetics will support future growth
Figure 1: Best- and worst-case forecast of China retail value sales of colour cosmetics, 2010-20
Western groups are slowing down while South Korean and domestic brands are booming
Figure 2: Company market share in colour cosmetics, by value, 2014
Brightening and illuminating are the foundation for Asian beauty
Figure 3: New colour cosmetics products launched between January 2014 -January 2015 in China, South
Korean, japan, France and US
Nearly half of consumers wear colour cosmetics everyday
Figure 4: Consumer colour cosmetics usage, March 2015
Makeup routine has no regional boundary
Most consumers spend RMB 100-300 for one single cosmetic product unit
Spend on facial skincare still bigger than colour cosmetics
A bright glow remains the top priority for beauty routine
Figure 5: Motivation for using colour cosmetics, March 2015
Tailor a look for you
Figure 6: Repertoire of motivation for using colour cosmetics, March 2015
Fashion magazines’ beauty editors are in charge
Figure 7: Media used to learn makeup skills, March 2015
Integrated media planning
Figure 8: Repertoire of media used to learn colour cosmetics skills, March 2015
The new beauty standard
Figure 9: Understanding of beauty, March 2015
What we think
ISSUES AND INSIGHTS
Penetration and premiumisation remain vital to unlock future growth
The facts
The implications
Rediscover real beauty against the “new beauty” standard
The facts
The implications
Integrated media planning
The facts
The implications
The Advocators, the Worriers and the Sceptics
The facts
The implications
MARKET SIZE AND FORECAST
Market drivers
Volume growth slowdown for many FMCG brands
Online shopping continues to boom in China
Import tariffs change
Market size and forecast
Value growth remains strong
Figure 10: China colour cosmetic market, value sales, 2010-14
Multi-purpose colour cosmetics will support future growth
Figure 11: Best-and worst-case forecast of china retail value sales of colour cosmetics, 2010-20
Forecast methodology
MARKET SHARE
Key points
Western groups are slowing down while South Korean and domestic brands are booming
Figure 12: Company market share in colour cosmetics, by value, 2012-14
WHO’S INNOVATING?
Key points
Claim trends overview
Hero products need to be long-lasting
Figure 13: Top claims of new product launched of colour cosmetics products between January 2014 and
January 2015 globally
Examples of new long-lasting heroes
Figure 14: Laneige Satin Cover Jelly Pact SPF 35 PA++, Q2 2015
Figure 15: Benefit Roller Lash, Q1 2015
Figure 16: Benefit They're Real! Push-Up Liner, Q4 2015
Hero products need fit with multi-tasking lifestyle
Examples of multi-tasking heroes
Figure 17: Watsons Collagen Adorable Duo Mascara, Q1 2015
Figure 18: L'Oréal Infaillible Vernis à Ongles (Duo Nail Polish), Q1 2015
Figure 19: Smashbox L.A. Lights Blendable Lip & Cheek Color, Q2 2015
Figure 20: The Urban Decay Ultimate Ozone Multipurpose Primer Pencil, Q2 2015
Figure 21: The Bobbi Brown Hot Collection, art stick pencil, Q2 105
Figure 22: Clinique Beyond Perfecting Foundation + Concealer, Q1 2015
Claim trends comparison over major markets
Brightening and illuminating are the foundation for Asian beauty
Figure 23: New colour cosmetics products launched between January 2014 and January 2015 in China,
South Korea, Japan, France and the US
Cushion technology goes global
Figure 24: Miracle Cushion Liquid Cushion Compact, Q2 2015
South Korea continues cushion technology extension
Figure 25: Lirikos Marine Collagen Cushion SPF 50+/PA+++, Q2 2015
Figure 26: Clio Kill Cover Liquid Founwear Cushion SPF 50+/PA+++, Q1 2015
Figure 27: Banila V-V Cushion SPF 50+ PA+++, Q1 2015
Figure 28: Jeju:en Snail B.B Cushion, Q2 2015
Figure 29: left to right: Etude House Proof 10 Cushion Lock'n Liner, Cushion Blusher, Q2 2014
Champion the One-for-all foundation in Japan
Figure 30: Dr.Ci:Labo Perfect-Gel Foundation, Q2 2015
Figure 31: DHC BB Germanium Dual Powdery Foundation GE SPF 45 PA+++, Q2 2015
Figure 32: &magic CC Cream Base & Cover, Q1 2015
Creating new visual effects for Asian consumers
Figure 33: Genomer 3D Perfect Foundation SPF 35/PA+++, Q1 2015
Figure 34: Genomer 3D Compact Foundation, Q1 2015
Figure 35: Son&Park Skin Flash Foundation SPF 30/PA++, Q1 2015
The 3D polymeric gel in lip gloss
Figure 36: Yves Saint Laurent Rouge Pur Couture Glossy Stain, Q3 2014
Figure 37: The Hera Sirius collection, Q4 2014
Figure 38: Hera by Olympia Le-Tan, Q1 2015
The baking technique in highlighter
Figure 39: Laneige Brush Highlighter, Q2 2015
Figure 40: Hera Face Designing Highlighter, Q2 2015
Figure 41: Vidivici Sevilla Pink collection Perfect Blending Highlighter, Q2 2015
The HD facial powder
Figure 42: Chanel loose powder foundation SPF 15, Q1 2015
Figure 43: Rose de Rose Trio Powder Blush Enlightening All-Over, Q3 2014
Figure 44: Givenchy Powder Me Light Again! Brightening Loose Powder SPF15 PA++, Q2 2014
“Magic” tools
The original beautyblender sponge
Figure 45: The beautyblender sponge, Q2 2014
The LED sensor mirror
Figure 46: Simplehuman sensor mirror
The eyebrow manicure
Figure 47: Shu Uemura Eyebrow Manicure, Q2 2015
Figure 48: Shu Uemura Brow, Q2 2015
The all-in-one kit
Figure 49: Kit Sourcils "Pro" Perfect Eyes & Brows Palette
The skin test app
COMPANIES AND BRANDS
L’Oréal
L’Oréal in China
Recent marketing activities
Major launches
Lancôme
Figure 50: Lancôme Miracle Cushion Liquid Cushion Compact SPF 23/PA+, Q1 2015
Figure 51: Lancôme Grandiôse Smudgeproof Mascara, Q2 2014
Giorgio Armani
Figure 52: Giorgio Armani Eye Tint, Q1 2015
YSL Beauté
Figure 53: YSL Beauté Couture Palette (Heartbeats Edition), Q1 2015
Figure 54: Volupté Shine lip gloss range, Q1 2015
Figure 55: Touche Éclat Radiant Touch Rock Lane edition, Q1 2015
Shu Uemura
Figure 56: Shu Uemura Eyebrow Manicure, Q1 2015
Maybelline
Figure 57: Maybelline Master Skinny Gel eyeliner, Q1 2015
Shiseido
Shiseido in China
Recent campaign
Major launches
ZA
Figure 58: ZA Vibrant Moist Lipstick for Spring 2015, Q1 2015
MAQuillAGE
Figure 59: MAQuillAGE Beauty Keep Base UV
SHISEIDO
Figure 60: Shiseido Lacquer Gloss, Q1 2015
Figure 61: Shiseido Smart Shield Protecteur Parfait, SS cream, Q3 2014
Figure 62: Aupres Luminous Colour Cosmetics Palette, Q2 2015
Figure 63: Clé de Peau Beauté perfect lash mascara Q1 2015
Estée Lauder
Estée Lauder in China
Recent campaign
Major launches
Clinique
Figure 64: Clinique A Different Nail Enamel for Sensitive Skins, Q2 2015
Figure 65: Clinique Chubby Stick Sculpting Highlight, Q1 2015
M.A.C
Figure 66: M.A.C Wash & Dry range, Q2 2015
Bobbi Brown
Figure 67: Bobbi Brown CC Cream SPF 35/PA+++, Q1 2015
Figure 68: Bobbi Brown art stick pencil, 2015 Q1
Estée Lauder
Figure 69: Estée Lauder Re-Nutriv collection colour cosmetics SPF 15 pa +++, Q1 2015
Figure 70: Estée Lauder Pure Color Envy Sculpting Lipstick, Q1 2015
THE CONSUMER –PROFILES
Key points
Colour cosmetics innovations for women with glasses or contact lenses
Figure 71: Glasses/contact lens profile, March 2015
Opportunities to market to young students who wear glasses
Figure 72: Consumer hair problem, by demographics, January 2015
Figure 73: Meganecco Volume Mascara, Q3 2013
THE CONSUMER –COLOUR COSMETICS USAGE BEHAVIOUR
Key points
Nearly half of consumers wear colour cosmetics everyday
Figure 74: Consumer colour cosmetics usage, March 2015
Figure 75: The Estée Lauder Re-Nutriv colour cosmetics base, Q1 2015
Figure 76: Clarins Garden Escape Spring Collection, Q1 2015
Figure 77: Yves Saint Laurent Volupté Tint-In-Oil Nourishing Lip, Q1 2015
Colour cosmetics routine has no regional boundaries
Figure 78: Consumer colour cosmetics usage, by demographics, March 2015
Flawless complexion remains the key of colour cosmetics routine
Figure 79: Consumer colour cosmetics frequency, March 2015
Figure 80: La Roche-Posay Effaclar BB blur, Q2 2015
High income earners wear colour cosmetics more frequently
Figure 81: Consumer colour cosmetics frequency, by demographics, March 2015
Figure 82: Consumer colour cosmetics frequency, by demographics, March 2015
Figure 83: SK-II’s Auractivator CC Cream, Q1 2015
THE CONSUMER – COLOUR COSMETICS SPENDING BEHAVIOUR
Key points
Most consumers spend RMB 100-300 for single cosmetic product
Figure 84: Consumer colour cosmetics spending, March 2015
Facial skincare spend is still bigger than colour cosmetics
Figure 85: Spending on facial skincare products, by demographics, March 2015
Expanding to lower tier cities
THE CONSUMER – MOTIVATION FOR USING COLOUR COSMETICS
Key points
A bright glow remains the top priority for beauty routine
Figure 86: Motivation for using colour cosmetics, March 2015
Figure 87: SK-II Cellumination Aura Essence Kit, Q1 2015
Figure 88: Yves Saint Laurent Forever Light CC Creme Colour Corrector SPF 35/PA++++
The bigger eye effect
Figure 89: Lancôme Génifique Advanced Youth Activating Concentrate, Q2 2014
Figure 90: Maybelline Big Eyes Love Bag liner, Q1 2015
The era of the smaller face
Opportunities in smaller cities
Figure 91: Motivation for using colour cosmetics, by demographics, March 2015
Tailor a look for you
Figure 92: Repertoire of motivation for using colour cosmetics, March 2015
THE CONSUMER – CONSUMER MEDIA USAGE BEHAVIOUR
Key points
Fashion magazines’ beauty editors are in charge
Figure 93: Media used to learn makeup skills, March 2015
Sponsoring TV programme
The era of vloggers
Encouraging to share
Playing with heritage
Figure 94: Pechoin Hydrating Double-Showing Brightening Mask, Q2 2105
Integrated media planning
Figure 95: Repertoire of media used to learn colour cosmetics skill, March 2015
Target different age groups with their preferred media
Figure 96: Media to learn colour cosmetics skill, by demographics, March 2015
THE CONSUMER – CONSUMER ATTITUDES TOWARDS BEAUTY AND COLOUR
COSMETICS
Key points
Factor test
Figure 97: Understanding of beauty, March 2015
The rise of micro cosmetic surgery
A westernised look is the new beauty standard
Figure 98: Liu Wen was also the first Asian model hired as a face of Estée Lauder
Rediscover real beauty against the beauty index rush
Recognise the heterogeneity between colour cosmetics wearers
Figure 99: Understanding of beauty, March 2015
The Advocators (38%)
Who are they?
Figure 100: Target groups, by demographics, March 2015
Implications
Figure 101: Stila Countless Colour Pigments remind consumers of Monet’s Water Lilies
The Worriers (30%)
Who are they?
Figure 102: Target groups, by demographics, March 2015
Implications
The Sceptics (32%)
Who are they?
Figure 103: Target groups, by demographics, March 2015
Implications
APPENDIX – CHINA RESEARCH METHODOLOGY

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