The Chinese Beauty Shopper 2012
February 2012
THE CHINESE BEAUTY BUYER 1
THE CHINESE BEAUTY BUYER (PART ONE)...........................................................1
TABLE OF CONTENTS.............................................................................................2
SECTION 1, SKINCARE IS BEAUTY ......................................................................4
Skincare sells x of every x beauty products............................................................4
Skincare covers all consumers .................................................................................4
SECTION 2, METHODOLOGY.................................................................................5
SECTION 3, SKINCARE –– THE TOP PRODUCT CATEGORIES...........................6
The face outranks all other body parts .....................................................................6
Top selling facial skincare formulations...................................................................6
The multi functional x ..........................................................................6
SECTION 4, SKINCARE BRANDS...........................................................................7
Many many brands in China ....................................................................................7
Premium skincare is dominated by x brands ................................................7
TABLE 1 The top 5 brands in premium skincare (in terms of sales and consumer recognition) .............................................................................................................7
Brands – sales versus respect/confidence .................................................................8
Brands and the nuclear fall-out ................................................................................8
TABLE 2 Premium skincare and beauty brands in iconic stores (x names).............9
TABLE 3 Premium skincare brands men (x names).................................................9
TABLE 4 Premium “natural” skincare brands (x names) .........................................9
Natural and x............................................................................. 10
Natural mineral x, many brands ...................................................................... 10
TABLE 5 Top selling skincare brands of Estee Lauder (selected stores) ................ 10
TABLE 6 Top selling skincare brands of L’Oreal (selected stores) ........................ 10
SECTION 5, MAKEUP, THE TOP PRODUCT CATEGORIES AND BRANDS ...... 11
TABLE 7 The top selling product categories in colour cosmetics........................... 11
TABLE 8 Make up brands in iconic stores (x names)............................................. 11
Make up buyers are x than skincare buyers ................................................. 11
Blemish balms....................................................................................................... 11
SECTION 6, BEAUTY SPENDING PER VISIT, AS % OF INCOME...................... 12
The beauty buying transaction ............................................................................... 12
Spending as % of income ...................................................................................... 12
TABLE 9 Spending in beauty retailers as % of income (women) ........................... 12
Beauty buyers seldom exceed their “price x”............................................. 13
Volume (RMB) of beauty counter sales (examples) ............................................... 13
SECTION 7, PRICES OF SKINCARE PRODUCTS AND BRANDS....................... 14
TABLE 10 Skincare price segments (RMB per unit) premium and popular............ 14
TABLE 11 Skincare price segments, and well known brands ................................. 14
Value must be commensurate with x ................................................................ 14
Discounts for store members ................................................................................. 14
Imports increased prices ........................................................................................ 14
Low end consumers most price resistant................................................................ 15
TABLE 12 Beauty spending in different retail channels / price segments............... 15
SECTION 8, BEAUTY AND SKINCARE BUYERS’ PURCHASING CRITERIA.. 16
TABLE 13 Purchasing criteria for beauty products ................................................ 16
TABLE 14 Purchasing criteria, specific to premium skincare products .................. 16
SECTION 9, OPTIMIZING THE BEAUTY BUYER’S RETAIL EXPERIENCE ..... 18
TABLE 15 Expectations of the beauty department................................................. 18
… expectations of the display and presentation...................................................... 18
… expectations when in front of the products ........................................................ 18
Male beauty buyers, display strategies ................................................................... 18
SECTION 10, ADDING VALUE TO THE BUYING EXPERIENCE ....................... 20
TABLE 16 The buying experience (the essential retailer actions)........................... 20
TABLE 17 Step 1 The Greeting of the client ......................................................... 20
TABLE 18 Step 2 The opening questions asked of beauty buyers .......................... 21
TABLE 19 Step 3.0 How products are introduced.................................................. 21
TABLE 20 Step 3.1 Questions to identify a customer’s skin problems/needs ......... 22
TABLE 21 Step 3 How to recommend products and the information to provide .... 22
In-store x and product x...................................................... 23
TABLE 22 Step 4. The skin analysis x......................................... 23
SECTION 11, WHAT NOT TO DO .......................................................................... 24
TABLE 23 Shopping experiences that alienate buyers ........................................... 24
Staff attitudes negative, examples.......................................................................... 24
Hard sell rather than brand x ......................................................................... 24
Brand lack of information, will it suit me?............................................................. 25
A red flag goes up for buyers when they … ........................................................... 25
Prices that are too x to be x .......................................................................... 25
Carelessness .......can be interpreted as sharp practice ..................... 25
Shoddy torn x .......................................................................................... 25
Mistakes in pricing ................................................................................................ 26
SECTION 12, OPPORTUNITIES IN CHINA SKINCARE....................................... 27
TABLE 24 Market opportunities in premium skincare........................................... 27
Affordable x for the x ...................................................................... 27
Solving some common problems can be problematic............................................. 28
Natural ingredients x by Chinese beauty buyers ......................................... 28
High tech products – pharmaceutical, medical, doctors, and TCM ......................... 28
Natural – ethical / cruelty free................................................................................ 28
Advice on beauty regimes is a x................................................. 29
Validation information........................................................................................... 29
INDEX OF COMPANY AND BRAND NAMES...................................................... 30
DIAGONAL REPORTS STATEMENT..................................................................... 32
PART 2
Chinese beauty market research includes:
The Chinese Market for and Buyer of Medical Aesthetic Treatments and Products
The Chinese Digital Beauty Market / The Digital Beauty Buyer
The Chinese Spa Market and Spa Goer / Demand for Spa Treatments and Products in China
The Chinese Market for Aesthetic Laser Treatments
The Chinese Beauty Salon and Spa Client
The Chinese Market for Weight Treatment Therapies
China Beauty Market (Haircare, Skincare and Cosmetics)
Global Beauty Market Reports
Asian Beauty Market Reports
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