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Facial Care - Women vs Men - China - July 2015

INTRODUCTION
Products covered in this report
Methodology
Limitations
Abbreviations
EXECUTIVE SUMMARY
Future growth remains-female
Figure 1: Best- and worst-case forecast of China retail value sales of female facial skincare, 2010-20
Future growth remains-male
Figure 2: Best- and worst-case forecast of China retail value sales of male facial skincare, 2010-20
Market Share
Figure 3: Company market share in female facial skincare, by value, 2014
Skin profile
Figure 4: Current skin conditions, March 2015
Satisfaction level
Figure 5: Current skin satisfaction, March 2015
High penetration of major categories
Figure 6: Usage of facial skincare products, March 2015
Frequency
Figure 7: Usage frequency of facial skincare products, March 2015
Size of wallet per category
Figure 8: Spending on facial skincare products, March 2015
Brand loyalty
Figure 9: Facial skincare brands usage, March 2015
A healthier and happier life leads to good skin
Figure 10: Attitudes towards skincare in the next 12 months, March 2015
What we think
ISSUES AND INSIGHTS
Penetration remains vital to unlock future growth
The facts
The implications
New product innovation is key to maintaining loyalty
The facts
The implications
A healthier and happier life leads to good skin
The facts
The implications
Approach men differently
The facts
The implications
TREND APPLICATION
Prove It
Return to the Experts
Extend My Brand
MARKET SIZE AND FORECAST
Key points
Market drivers
Meet the Mintropolitans
Towards a healthier lifestyle
Regulation change
Import tariffs change
Current female facial skincare market
Figure 11: China female facial skincare market, value sales, 2010-14
Future growth remains
Figure 12: Best- and worst-case forecast of China retail value sales of female facial skincare, 2010-20
Current male facial skincare market
Figure 13: China female facial skincare market, value sales, 2010-14
Growth remains strong
Figure 14: Best- and worst-case forecast of China retail value sales of male facial skincare, 2010-20
Forecast methodology
MARKET SHARE
Key points
International brands still lead the market while domestic brands are gaining a competitive
advantage
Figure 15: Company market share in female facial skincare, by value, 2012-14
WHO’S INNOVATING?
Key points
Innovation
Beauty device storms
Smart cleaning
Figure 16: Clarisonic Pedi-Balm Sonic Foot Softening Treatment, Q2 2015
Figure 17: Sonic System Purifying Cleansing Brush, q2 2014
Cleaning and illuminating
Figure 18: Clarisonic Sonic Radiance Brightening Solution, q1 2015
Figure 19: LUNA Facial Cleansing
Toning booster
Anti-ageing
Microcurrent
Figure 20: NuFACE Trinity lip & eye treatment device
Light therapy
Laser
Generally, narrowly spaced micro-beams of laser energy are used to prompt new collagen growth.
Figure 21: Age-Defying Laser
Figure 22: ILLUMINAGE Skin Smoothing Laser
New skincare ritual
5:2 diet for skin
Mask before sleeping
Skin Apéritif, new routine before serum
Figure 23: Lancôme Génifique Advanced Youth Activating Concentrate, Q1 2014
Figure 24: L'Oréal Dermo-Expertise Youth Code Prodigious Rejuvenating Pre-Essence, Q4 2012
Figure 25: Yue Sai Vital Essential Ganoderma youth preserving serum, q 2102
Figure 26: Albion Eclafutur, q4 2013
Figure 27: innisfree The Green Tea Seed Serum
Figure 28: Neutrogena Fine Fairness Pre-Essence Treatment Lotion, q1 2015
New healing heroes offer immediate effect
Figure 29: the new Clinique Turnaround moisturizer, q1 2015
Figure 30: Shiseido Ultimune Power Infusing Concentrate, q4 2014
Figure 31: La Prairie Anti-Aging collection,
Figure 32: Vonin BB Action One-Shot Fluid, q1 2015
Figure 33: Biotherm Homme Total Recharge CC Gel, q2 2015
COMPANIES AND BRANDS
L’Oréal
L’Oréal in China
Recent marketing activities
Major launches
Figure 34: Lancôme Miracle Cushion Liquid Cushion Compact SPF 23/PA+, q1 2015
Shiseido
Shiseido in China
Recent campaign
Major launches
Figure 35: Shiseido Vital-Perfection is a skincare range
P&G
P&G in China
Recent campaign
Figure 36: SK-II Facial Treatment Essence, limited edition, purple hydrangea, q4 2014
Major launches
Figure 37: SK-II Auractivator CC Cream, q1 2015
Estée Lauder
Estée Lauder in China
Recent campaign
Major launches
Figure 38: La Mer The Illuminating Eye Gel, q1 2015
Figure 39: Estée Lauder Re-Nutriv collection, q4 2014
Figure 40: Clinique Turnaround Revitalizing Treatment Oil, Q1 2015
Jala
Jala in China
Recent campaign
Major launches
Figure 41: Chando Himalayan Purity Pure range, Q2 2014
Figure 42: Maysu Rose Honey Nutrition Moisturizing, Q2 2015
THE CONSUMER – SKIN PROFILING
Key points
Skin profile
Figure 43: Current skin conditions, March 2015
Trends amongst female users 2014-15
Figure 44: skin problems comparison in female users, 2014-15
Figure 45: SK-II Whitening Power Spots Specialist, Q3 2014
Figure 46: Lancôme Génifique Yeux Light-Pearl Eye-Illuminating Youth Activating Concentrate
Gender differences
Males and females need different solutions
Figure 47: Current skin conditions, by demographics, March 2015
Figure 48: Repertoire of current skin conditions, by demographics, March 2015
Satisfaction level
Over 30% are not satisfied with their skin
Figure 49: Current skin satisfaction, March 2015
Potential male users
Figure 50: Current skin satisfaction, by demographics, March 2015
High income demographics have more potential
THE CONSUMER – USAGE BEHAVIOUR
Key points
Penetration
High penetration of major categories
Figure 51: Usage of facial skincare products, March 2015
Gender contrast
Figure 52: Usage of facial skincare products, by demographics, March 2015
Figure 53: Kiehl's Close-Shavers Squadron Sky Flyin' Foaming Shave-Gel and Face Cleanser, Q4
2013
Figure 54: H2O+ Oasis Men Ultimate 5-in-1 Facial Spray 5 v 1 (Ultimate 5-in-1 Facial Spray), q2 2015
Repertoire analysis
Figure 55: Repertoire of facial skincare products used, March 2015
Frequency
Figure 56: Usage frequency of facial skincare products, March 2015
Skincare rituals (female)
Figure 57: Usage frequency of facial skincare products, by demographics, March 2015
Figure 58: Yves Saint Laurent Forever Light Creator UV Protector High Protection Skincare SPF
50/PA++++ BB Shade, q1 2015
Figure 59: Lancôme City Miracle CC Cream Complexion Beautifier Daily Defense SPF 50/PA+++
Figure 60: Somoon Black Hydrogel Eye Patch, q2 2015
Skincare rituals (male)
Figure 61: Usage frequency of facial skincare products, by demographics, March 2015
All income/age levels show similar usage pattern
Figure 62: Usage frequency of facial skincare products, by demographics, March 2015
Figure 63: Usage frequency of facial skincare products, by demographics, March 2015
Base: 2,777 internet users aged 20-49 who used facial skincare products in the last 6 months
THE CONSUMER – BUYING BEHAVIOUR
Key points
Category spend
Figure 64: Spending on facial skincare products, March 2015
Figure 65: marubi new range of Elastin Anti-Aging Firming Eye Essence
Female category spend
Figure 66: Spending on facial skincare products, by demographics, March 2015
Male category spend
Figure 67: Spending on facial skincare products, by demographics, March 2015
Figure 68: Biotherm Homme Total Recharge, Anti-Signs of Fatigue Eye Care, Q1 2015
Brand loyalty
Figure 69: Facial skincare brands usage, March 2015
Brand loyalty trends for females
Figure 70: Facial skincare brands usage by female users, March 2015
Figure 71: Facial skincare brands usage by female users, March 2015
Male user loyalty
Figure 72: Facial skincare brands usage by male users, March 2015
Figure 73: Facial skincare brands usage, March 2015
Figure 74: Facial skincare brands usage, by demographics, March 2015
THE CONSUMER – ATTITUDES TOWARD SKINCARE
Key points
A healthier and happier life leads to good skin
Figure 75: Attitude towards skincare in the next 12 months, March 2015
Figure 76: La Nuit Douce Frankincense d'Oman Face Beauty Oil, q1 2015
Figure 77: Love After Dark Face Oil by Kiss the Moon Love, q1 2015
The healing approach
Figure 78: Guerlain Abeille Royale range, Q2 2015
Figure 79: fresh Black Tea Instant Perfecting Mask
The holistic approach
Figure 80: shiseido smoothies in wagas, Q1 2015
New skincare approach – early protection and home treatment
Gender differences
Figure 81: Attitude towards skincare in the next 12 months, by demographics, March 2015
Figure 82: Skin Food Everyday Lentil Facial Mask, Q2 2015
Figure 83: Bei Da Huang’ s Dong Bei Mo Yang ‘s A Golden Harvest Range: soybean moisturising
mask, may 2014
Figure 84: The Biotherm Homme Total Recharge
Dynamic approaches
Figure 85: Repertoire of attitude towards skincare in the next 12 months, March 2015
Figure 86: Repertoire of attitude towards skincare in the next 12 months, by demographics, March 2015
Figure 87: Repertoire of attitude towards skincare in the next 12 months, by demographics, March 2015
APPENDIX: CHINA RESEARCH METHODOLOGY

Facial Care - Women vs Men - China - July 2015

"Chinese women perceive that a healthier and happier life can lead to good skin in the long term, so brands need to think of skincare from a bigger picture and tap into consumers’ everyday life 24/7.While for male users, a short-term approach is more effective. Brand communication should be built on help them to get rid of their bad habits or through offering product solutions that can help them to remedy the effects of their “bad habits”.

– Wenwen Chen, Senior Research Analyst

This report looks at the following areas:

Penetration remains vital to unlock future growth
New product innovation is key to maintaining loyalty
A healthier and happier life leads to good skin
Approach men differently


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