China is the world’s second-largest beauty market. To be successful in the Chinese beauty industry, it is essential for marketers to understand the latest trends. Today, we are going to analyze 3 major trends.

1.Steady growth for sales of cosmetics in China
According to the National Bureau of Statistics of China report, the sales of cosmetics is continuously increasing in these few years. It estimates the sales of cosmetics in China can reach out to CNY 316.4 billion and the growth rate is about 13.2%.

Sales volume of cosmetic products 2015-2020 in China

2.Beauty cosmetics consumers come from second to fourth-tier cities.
Regarding the data from QuestMobile GROWTH, we found that most of the cosmetic consumers were aged 19-24 years accounted for 33.3% which is the highest percentage in aging comparison. Additionally, the third-tier cities in China gain the highest percentage in sales of cosmetics. It represents citizens in the third-tier are more willing to consuming cosmetic product. To sum up, shall we consider putting more investment on the teenager who is located in third-tier cities in China?

user’s demographic of beauty and cosmetic product in China

3.Beauty consumer is passion on watching the video, video live
With regards to QuestMobile data, it shows most of the cosmetic consumers are vloggers. They loved to record the video or watch the video live. The usage rate of “Tik-Tok” & “Kuaishou” are higher than other interaction video platforms.

Potential advertisement channel is not just potential
Qutoutiao invests in beauty advertising accounted for one-third of the top 10 China advertising channel in Q2 2020. It is not limited to the highest platform for investing the beauty advertisement, but also in exceeding popular search engine platforms such as Tencent, Ocean Engine, and Baidu. Do you think we cannot ignore any other potential platform for investing advertisements?

beauty & cosmetic industry advertising channels

The advertisement presentation focuses on pictures and videos in Q2 2020
Most of the advertisements tend to use pictures to show their cosmetic product. It takes more than 60%. Followed by video, accounting for more than 20%. Since most social platforms mainly upload pictures, does it mean that more social platforms are used for advertising?

advertising material used in beauty & cosmetic industry

The ad copy is showing around the product's effectiveness
Advertising copywriting for skincare, makeup, and fragrances are mostly emphasizing product characters, such as "whitening" and "concealing". Trendy ad copy including the product characters is able to attract customers to familiar with your product.

most used words in ad copy for beauty & cosmetic advertisement

In summary, China market has huge potential, especially targeting consumers in second-tier to fourth-tier cities. More importantly, video and live video are indispensable marketing platforms that can increase brand awareness and sales in China.

Beauty and cosmetic industry in China