Cream Barbie
High-end cosmetics trends in China
The cosmetics industry in North America and Europe are now very large and mature markets. Products are not enough, many men and women are getting cosmetic surgery to improve their appearance. But in other parts of the world, the high-end cosmetic market is at an earlier stage of development and exhibiting different trends. Let's take a look at a unique, dynamic and emerging markets, the high-end cosmetics industry in China.
What are the main trends in the cosmetics market in China?
To answer this question, an extensive video Labbrand decided to conduct qualitative research projects in Shanghai, by interviewing cosmetics users instantly, and the place where they buy their products. For a broad and comprehensive overview of the cosmetics market, Labbrand chose seven topics to explore during the interview: beauty accessories, cosmetic brands, skin problems, daily facial and body care, beauty, cost, cosmetic product attributes, and store and spa concepts. By examining these themes, Labbrand has been able to get an accurate picture of the Chinese perception of beauty, and more Understanding the Chinese consumer habits regarding the use of beauty products and daily routines. The interviews also a significant insight into the expectations of Chinese consumers the cosmetic industry, both in products and distribution channels. The scope of the study concerns the trends in Shanghai in particular.
For conducting this research, Labbrand focused on four key dimensions of the market: consumers and the various consumer groups, the trends regarding the products, the way brands communicate their products to different market segments and distribution channels.
This article will outline the main results of the investigation and discuss opportunities for foreign brands in the Chinese cosmetic market.
Research Project Details
• Date: June 2009
• 1945 survey participants.
• 28 women and 17 men.
• High-end consumers using cosmetic products.
• places: the main fashionable and trendy places in Shanghai (Nanjing Road, Plaza 66 mall, Xintiandi, Jingan Temple, Herbalist and Spa Barbie Store)
• Language: Chinese
Market and consumers
In discussing the differences between men and women, it has been said that men from Mars and women from Venus. Although the Chinese men and female consumers on different planets, they certainly belong to the same solar system. Specifically, although the two markets are distinct, the survey found that Chinese men and women the same underlying concepts of beauty to share. Beauty in China is seen as a balance between physical and spiritual qualities that can be natural his or improved. However, physical beauty is mostly seen as a result of external aid. While talking about beauty, interviewees often mentioned the 'happiness', in Confucianism refers to the values of success, joy, health and education, to name a few.
For the Chinese people, beauty is a part of a happy life, which explains why Chinese consumers are so interested in spending much money on cosmetics and beauty products. Charles, a 28-year-old man, said: "The trend (in cosmetics consumption) will be stronger and stronger, because people want to look good, they want to be trendy and make-up and skin care part of fashion, they are part of your life. "Moreover, a number of interviewees, mainly women, said their monthly spending on beauty and skincare products in 1000 reached RMB (approximately 150 USD). Although many Chinese consumers in Shanghai and elsewhere, still have difficulty earning 150 USD per month, the rich market segment represents a growing and very lucrative consumer group which includes both domestic and foreign brands can choose to target.
Chinese men and women also share specific behaviors related to their consumption cosmetics. Chinese cosmetics consumers are generally not very loyal to brands. "You do not need to choose a product because it belongs to a mark, for each product you have to find one that better suits your skin, it does not always have the same brand, "says Ren, a 31-year-old woman. Chinese consumers prefer different brands to try to compare them. Another feature of the Chinese cosmetic consumers is that they show seasonal consumption of products. In Shanghai, in particular due to the large difference in climate between winter and summer months, the Chinese people change their habits according to the season. In summer, they will use more sunscreen to the whiteness of their skin to maintain and less fat and fat than cream in the winter months.
However, although men and women share the above characteristics, the two markets have not yet reached the same level of maturity. Women are a skilled cosmetic market, while men are only emerging. The steps of becoming a regular cosmetic consumer product are as follows: First you become aware of a problem, and acknowledge the need for external assistance to deal with, then you start using cosmetic products as a treatment for this problem. As you can see that the positive effects of the products, you start using them daily. At this stage you become a long-term consumer and recognizes your basic needs and begin developing new ones. While women are already in the final stage of this process, only men begin to notice the benefits of cosmetics, and daily users of beauty and skincare products have become.
Communications
In the communication and advertising for their brands, is necessary for cosmetic companies to take into account differences between the maturity of male and female cosmetic markets. If women are aware of their needs and general knowledge of the products, will ads targeted at women focus on explaining the products, their ingredients and their specific effects on the skin. Thus, a scientific approach preferable for the female market. On the other hand, the emerging male cosmetic market, ads highlight daily steps and the tangible results of the products will have on the skin.
In terms of communication, the interviewees stressed the effectiveness of international brand. Sha, a 23-year-old man, said that "the international brands are really efficient when it comes to marketing and communications. their range of products are really clear about details of their functions "Chinese consumers seem to believe that international brands have to keep their identity and foreign cars. According to Charles, mentioned earlier, they do not really need to fit the Chinese market, they should just themselves. They introduce their brand and their culture, which is important. They have a lot of things to do on the image in detail, it is very important that the spirit of the French brands. It is delicate, good quality, this is how we think about the French brands, they have to hold and I think they will be successful. "While foreign brands may wish to maintain their identity, they often still need to slightly adapt the Chinese market through a compelling Chinese name or packaging design adapted for local cultural codes. (See our previous articles on "Why do you need a Chinese name?", And "Advertising Decoded" for more information.)
Chinese consumers have a strong need to communicate with brands and share their experiences. As mentioned earlier, Chinese consumers like many different products and brands try, and comparing them to talk and finally the most appropriate for their specific needs and desires. This need to communicate with brands was clearly expressed in our survey. Li, a 19-year-old girl, said: "I want brands to ask for my opinion after I've tried their products. I want to note quickly Alert me when special events, so I can buy the new products. "Word of mouth is a powerful tool in China, especially for cosmetic products. Some people will only products Now if they are recommended to them by friends.
Products
There is a clear preference towards China with natural cosmetics ingredients. Chinese consumers fear the risks of chemicals and are firmly convinced that natural products are more effective that chemical ones. For example, a 22-year-old man named Yan, said: "I would a natural product made from fruits and vegetables that would use some chemicals that would be safer and give better results , such as skin. "Chinese consumers tend to rely on smell to judge how natural a product. Li, a 27-year-old woman, said:" I have used L'Occitane, it is good, but the products smell very strong, so I'm afraid they put some chemical in perfume. Sisley products smell like medicines and are made from natural plants, I like it. "
This preference for natural products is accompanied by a strong commitment to Traditional Chinese Medicine (TCM), a significant proportion of Chinese culture. Through the survey, we found that Chinese consumers generally associate with TCM quality, safety and efficiency in the long term. Some companies have understood this trend and have seized the opportunity: new brands using TCM are emerging throughout China and Europe, as Herbalist. Chinese Herbalist is a cosmetics brand with using TCM in its products. "The Herbalist products are made of herbs in traditional Chinese medicine, they smell very natural, so it's good for beauty, feel you feel happy and relaxed. "(Xun, a 22-year-old woman) This brand is very successful in China, and has even started to export its products to Europe. For example, in France, the famous brand advertising for Sephora Herbalist. In its promotion for Herbalist, Sephora calls for the Chinese and traditional dimension of products, using packaging the yin / yang symbol, which is one of the best known aspects of Chinese culture in French people's minds.
Distribution channels
In China there are two major distribution channels for high-end cosmetics, namely luxury stores and spas. Department stores are convenient and they focus on a wide range of consumers. They generally offer 20 to 30 different brands, from mid to high end. It is easy for customers to find products, because each brand has its own counter. Chinese people Generally speaking, to department stores because they like to buy, and try different products and brands to use. Going shopping is a popular pastime among the Shanghaiese.
Another efficient distribution channel for cosmetics on the Chinese market spas, both cosmetic and relaxing treatments in advanced environments. Massages and spas are part of the Chinese habits-60% of respondents said they went to spas several times a year. Men go to spas more than women and regular massage clients, perhaps due to their heavy workload and stress at work. However, people under 20 years almost never resorts because they can not afford.
In Shanghai, we can see two main types of spas: fashionable and traditional. A very trendy spa in Shanghai, the newly opened Barbie Store. This luxurious spa offers beauty treatments, hair and nail services and skin care products to "Barbie girls" of all ages in a modern, trendy environment created of brightly colored plastic furniture and an electro-pop music atmosphere. At the other end of the spectrum, the Herbalist-branded spas are one of the most traditional spas in Shanghai. The natural and Zen-like atmosphere of these spas, transmitted by the use of natural materials and solid and the sound of waterfalls, reflecting the traditional methods used for the treatments, and natural aspects of the products sold. Moreover, the fact that Herbalist is a branded spa chain is well perceived by customers. They have Herbalist products have an image in mind, and of course they trust the Herbalist spas to provide the same quality and equal respect for tradition.
Opportunities
The results of this survey provide a picture of the general trends in the cosmetic market in China, and based on these trends, a number of options takes shape for international brands, regardless of whether they have entered the Chinese market or not.
First, there is a real potential in the Chinese male cosmetics market who had only just emerging. At this stage, men are less aware than women of the technical and scientific aspects of beauty and skincare. As we noted above, marks should focus their communication efforts aimed at men on the fundamental usefulness of cosmetic products. International brands have an advantage over Chinese brands, as they are experiencing the possession of a high standard of quality that consumers trust. Yes, the Chinese market in male cosmetics is definitely an opportunity for international brands who already hold a strong reputation outside China.
Another opportunity for the international cosmetics brands is to open branded spas. "I have to trust the brand to go in its SPA. I go to SPA, which has a network such as Herbalist, but never the ones that are just one place. If a spa L'Oreal, I'd go there because it is a good brand. If I ever a brand that has tried a spa, I would go into the spa, "says Xie, a 40-year-old woman. So, when a brand has been successfully applied to the Chinese market, a spa brand, an opportunity to further develop and strengthen its brand value.
About the Author
Vladimir Djurovic is the founder and Managing Director of Labbrand, a Shanghai based innovative brand agency specialized in brand research, strategic and creative services. Labbrand website at: http://labbrand.com/ is also the portal to Labbrand branding blog: http://labbrand.com/english/news_and_articles.php/
and reviews of branding related hot topics, with a special focus on China.
When was the last time you had fun?
Me, because yesterday we celebrated a friend b-day party with a Baskin Robbins ice cream cake (she had her twin daughters choose a Barbie cake for her LOL), and we had White Castle hamburgers, and we went to the cinema and saw Norbit, and we laughed the whole movie went dead.
1979, It was a very good year ♫
Knuckles & Cream – Barbie Girl
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