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Add cover picture
2018 DAXUE CONSULTING
ALL RIGHTS RESERVED
THECOSMETICSAND
PERSONALCARE
MAKRETINCHINA

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Key findings of cosmetics and personal care market in China
The cosmetics and personal care sectors are
growing fast in mainland China.
Quality and effectiveness are the most
important factors for consumers
Large foreign brands are the most attractive
to female consumers than local ones
E-commerce (Taobao/Tmall and JD) presence
is crucial for all international brands
Utilizing social media platforms (Weibo and
WeChat) is the best way to engage with consumers

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Market drivers for international brands in China
1.
2.
3.
4.
5.
The rising income and beauty consciousness make Chinese consumers
raise their standards on cosmetics and personal care products
The high-end images and good reputations of international brands make
them a favourite among Chinese consumers (men and women).
Cross-border e-commerce makes international brands easily access China’s
market with less barriers, such as tax.
Social media (Weibo and WeChat) and KOLs help international brands
engaging with local consumers.
Mobile apps are becoming important channels for cosmetics and personal
care brands to promote and sell their products.

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CONSUMPTION
ANALYSIS
Skin care products are the most commonly
consumed products around China with an almost
full penetration of the market. However,
consumption of cosmetics products recently
faced a fast increase among millennial
generation, who are the main consumers for this
product category.
— C l a i r e G e r a r d , P r o j e c t l e a d e r o f D a x u e c o n s u l t i n g

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Consumption and
market size in China
In China, the market size of cosmetics industry has been
continually growing in recent years.
Since the increasing income and beauty consciousness of
Chinese people, more of them have started to pursue
fashion and beauty trends, which enhanced the demands
for cosmetics products in China.
296.1
315.6
336.1
358.8
0
50
100
150
200
250
300
350
400
2014 2015 2016 2017
BillionRMB
Market size of cosmetics industry in China (billion RMB –2014-2017)
Source: Chyxx.com

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Consumer analysis:
People under 35 years
old are the main
buyers of cosmetics
Chinese people between 30-35 years old have been the
biggest customer groups of cosmetics for their strong
purchase powder.
Young (25-29) consumers usually care about people’s
comments about their appearance and most of them have
been deeply affected by the beauty info from Chinese social
media, thus they are willing to buy more cosmetic products.
24 and younger
12%
25-29
36%
30-35
40%
Above 35
12%
Age distribution of cosmetics consumers in China
(percent – 2017)
Source: Chianbaogao.com

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Consumer analysis:
most consumers care
about effect, price
and brand
Effectiveness, price, and brand are the most significant
qualities Chinese consumers look for in a product.
A survey in 2018 (from Ministry of Commerce) explained
that 75% Chinese consumers claimed that skincare
products in China’s market couldn’t meet their needs.
Therefore, imported products will be popular among
China’s consumers.
70%
61%
54%
40% 40%
9%
Effect Price Brand Reputation Ingredients Package
Main concerns of skincare consumers (percent– 2017)
Source: BDEX

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Baidu Index –
Interest trends
toward the
segments (1/2)
The number of searches of cosmetics
reached the highest point during 2017
Double 11 shopping carnival (the largest
offline and online shopping day in China,
launched by Taobao).
The search index of skincare fluctuated
around the average value, the highest peak
was also during 2017 Double 11.
The search keyword
“cosmetics” on Baidu index
The search keyword “skincare”
on Baidu index
Baidu is the #1 search
engine in China. The
volume of search
(more than ¾ of the
total search made on
Chinese Internet)
exhibits the market
digital trends
2017 Double 11
shopping carnival
2017 Double 11
shopping carnival

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Baidu Index –
Interest trends
toward the
segments (2/2)
The search index of perfume sharply
increased early February and August 2018,
when it was the week right before the
Valentine's Day and Chinese Valentine's Day.
The search index of hair care skincare
fluctuated around the average value, it’s one
of the most common topics among Chinese
netizens.
The search keyword “perfume”
on Baidu index
The search keyword “hair care”
on Baidu index
Baidu is the #1 search
engine in China. The
volume of search
(more than ¾ of the
total search made on
Chinese Internet)
exhibits the market
digital trends
The week before
Valentine’s Day
The week before Chinese
Valentine’s Day

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Baidu Index –
Semantic analysis
(1/2)
The most related keywords of
“cosmetics” are “brands”,
“pictures of cosmetics
products”, “top 10 of
cosmetics brands list” and
“cosmetics companies”.
The most related keywords of
“skincare” are “top 10 skincare
brands”, “top 10 in the rank list
of skincare for women”,
“make-up” and “which
skincare products are easy to
use”.
Cosmetics
top 10 of cosmetics
brands list
All cosmetics
brands
Pictures of
cosmetics
cosmetics companies
Brands
Which cosmetics brands
are good
Cosmetics poster
Skincare
which skincare products are easy to use
Top 10 Skincare brands list
Skincare brands
Make-up
Pictures of skincare
top 10 in the rank list of skincare for women

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Baidu Index –
Semantic analysis
(2/2)
The most related keywords of
“perfume” are “perfume
brands”, “Chanel”, “Dior”,
“ranking list of perfume” and
“perfume for men”.
The most related keywords of
“hair care” are “hair
conditioner”, “hair oil”, “the
right way of using hair
conditioner”, “Amore” and “the
top 10 in the ranking list of
hair conditioner”.
Perfume
Perfume
brands
Chanel
Dior
Ranking list
of perfume
Categories
Versace
perfume
for men
Brands
Hair care
hair conditioner
hair oil
the right way of using
hair conditioner
the top 10 in the ranking
list of hair conditioner
Amore
Hair mask
essential oils

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Zhihu questions –
consumer concerns &
information requests
On Zhihu, questions and
answers about cosmetics
mainly consist the following
aspects:
1) How to pick products
based on different needs.
2) The knowledge of using
cosmetics products.
3) Comparing different
brands. (Chinese
consumers like comparing
brands, other people’s
feedback will impact their
purchasing decisions)
Are there any
cosmetics and
skincare products
worth buying during
Double 11
2018?(online and
offline shopping day
in China) SK-II facial
treatment essence,
Shiseido (资生堂)
power infusing
concentrate.
Are there any
recommendations
about good
domestic make-up
(including skincare
products) brands?
FlaminGo mascara
and ALOBON eye
liner.
Zhihu is the first Q&A website. in China, and
has transitioned to a social media sharing
platform gathering more than 100 million
answers on various topics. The platform is
especially relevant to reach higher-, well-
educated social classes

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Social media
analysis - Wechat
On WeChat, most posts about cosmetics and
personal care focused on 3 aspects:
1) Product and brand recommendations
based on different needs.
2) Knowledge about the process of makeup.
3) Market related info (sales/consumption
of cosmetics in China).
Girl, you don‟t need so much cosmetics.
This post is about the basic daily cosmetics for
women, such as foundation, BB cream and etc.
The post has 12,788 views and 159 likes.
The correct steps of using cosmetics
This post is a makeup application tutorial for eye
makeup
The post has 915 views.
Wechat is the #1
social media in
China and an
absolute must-have
for a market entry
promotion. It
accounts for over 1
billion active users

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Social media
analysis - Weibo
Consumers and KOLs mainly share the
information of popular cosmetics brands/
products and their experience through
pictures and videos on Weibo.
International brands are more popular than
domestic brands among those posts.
This post is about “Which products are the
best and cheapest from each country?”
China‟s duty-free stores: Estee Lauder
Thailand: Thann, Boots, Snail White and
Loreal
The post has 330 likes and 203 shares
This post is about the relationship among
large cosmetics brands and their most
famous products.
The post has 864 likes and 935 shares.
Sina Weibo is a
microblogging site
with nearly 400
million monthly users,
and is a well
leveraged platform to
spread marketing
campaign on Chinese
Internet

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Context of
consumption in
China
On many social media
platforms in China, product
and brand introductions are
the main content in the posts
about cosmetics and personal
care products.
International brands are
popular for their effectiveness,
nice design and high
reputation. However, there are
many users who also
recommended domestic
brands because they are cheap
and still effective.
This picture has
been shared on
Weibo. It introduced
daily use cosmetics
and personal care
products for women,
most of them are
international brands.
This picture has
been shared on
Baidu Tieba (百度贴
吧), which is a
popular online
community that
heavily integrates
Baidu„s search
engine. The picture
recommended the
skin care products
of FANJEIS (梵洁
诗).

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Online trends :
consumer
perception
On Tmall/Taobao and JD, most positive feedback focused
more on effectiveness, easy to use, fast delivery and
reasonable price.
Negative feedback focused more on broken packages,
bad/no effect and insufficient quantity of goods.
Nice product, easy to use and price is reasonable, make
skin fresh and not oily, it is quickly absorbed. It‟s a
bargain.
The Blemish Balm has very good quality, very satisfied
with this shopping.
Tried with my hand, feels very good, effective, I like it
very much. Friends, go get the product quickly, its really
nice.
The quantity is too little, is it 50g? The sunscreen was
used up in a few days, I don‟t know what to say.
The product is hard to use and not effective.
It‟s not worth this price, feel very dry after using the
product, skin peeling.

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COMPETITION
ANALYSIS
China’s competitive landscape is very
dense, with a large presence of
international players, which are facing a
growing domestic competition with more
qualitative products than before.
— C l a i r e G e r a r d , P r o j e c t l e a d e r o f D a x u e c o n s u l t i n g

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Market shares in
China
Among the top cosmetics players in China, international
brands show an obvious advantage, there are only 3
domestic brands among top 10 players in 2017.
In 2017, the top 10 cosmetics brands occupied 38.5%
market share, which means China’s cosmetics market
hasn’t been dominated by a few big players。
Source: FORWARD THE ECONOMIST
2.2%
2.2%
2.3%
2.5%
2.5%
2.6%
2.6%
2.6%
8.4%
10.1%
Mary Kay
Jala
Pechoin
Amore
Estee Lauder
Unilever
CHICMAX
Shiseido
Loreal
P&G
Market share of top cosmetics brands in China
(percent – 2017)

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Competition
analysis: Makeup
On Tmall/Toabao, international and domestic brands both
showed high sales of color makeup products in October
2018.
The top seller price of international brands is higher than
domestic brands, which means imported goods are more
expensive but popular for their good reputation and effects.
Brands International
vs Domestic
Presence on
Tmall/Taobao
and JD
Sales on
Tmall/Taobao in
October 2018
Top seller
price on
Tmall
Price range
(RMB)
Carslan (卡
姿兰)
Domestic Yes 867,984 items 29 RMB 26 to 3,999
CHANDO
(自然堂)
Domestic Yes 485,068 items 128 RMB 39 to 204
Shiseido (资
生堂)
International Yes 439,852 items 590 RMB 180 to 2,580
Maybeline
(美宝莲)
International Yes 710,993 items 129 RMB 19 to 2,000

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Competition
analysis: Skincare
products
Most skincare brands have built official stores on the main
e-commerce platforms (Taobao/Tmall and JD) in China.
For skincare products (for women and men), the top seller
price of international brands are usually higher than
domestic brands, but still popular on Tmall/Taobao, since
they have good effects.
Brands International
vs Domestic
Presence on
Tmall/Taobao
and JD
Sales on
Tmall/Taobao in
October 2018
Top seller
price on
Tmall
Price range
(RMB)
Pechoin (百
雀羚)
Domestic Yes 1,271,200 items 139 RMB 9.9 to 3,499
PROYA (珀
莱雅)
Domestic Yes 555,299 items 148 RMB 59 to 1,980
Olay (玉兰油) International Yes 436,234 items 459 RMB 17.6 to 1,460
Laneige (兰
芝)
International Yes 121,458 items 195 RMB 125 to 740

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Competition
analysis: Hair care
products
For hair care products, international and domestic brands
both showed high sales on Tmall/Taobao.
Although international brands have higher price, they are
generally more popular than domestic brands for their
good effects and reputations.
Brands International
vs Domestic
Presence on
Tmall/Taobao
and JD
Sales on
Tmall/Taobao in
October 2018
Top seller
price on
Tmall
Price range
(RMB)
BeeFlower
(蜂花)
Domestic Yes 331,125 items 19.9 RMB 7.6 to 139
LAF (拉芳) Domestic Yes 345,473 items 29.9 RMB 9.9 to 188
Schwarzkopf
(施华蔻)
International Yes 561,375 items 109 RMB 6.8 to 268
SASSOON
(沙宣)
International Yes 467,363 items 139 RMB 9.9 to 237

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Competition
analysis:
Fragrances
Comparing with other cosmetics and personal care
products, fragrances showed a lower sales on Taobao/Tmall
because Chinese people haven’t had habit to wear perfume
on their daily basis.
International brands usually have higher price, but they are
still more popular than domestic brands, since they have
varied product series, better design and higher reputation.
Brands International
vs Domestic
Presence on
Tmall/Taobao
and JD
Sales on
Tmall/Taobao in
October 2018
Top seller
price on
Tmall
Price range
(RMB)
Parizino (贝
丽丝)
Domestic Yes 6,289 items 8.5 RMB 8.5 to 288
SOLEHE (和
风雨)
Domestic Yes 33,894 items 59 RMB 49 to 118
Versace (范
思哲)
International Yes 43,358 items 199 RMB 45 to 792
Dior (迪奥) International Yes 72,280 items 618 RMB 15.9 to1,239

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E-commerce
landscape of the
category
As one of the most common
cosmetics/skincare in China,
the price range of face cream
is quite large on Tmall and JD.
Price is a major criteria for
purchase, which is counter-
intuitive for a face cream
product on Tmall.
Most expensive SKU Cheapest SKU
Top seller SKU
•Dabao (大宝)
•16.9 RMB
Top selling SKU
•11.9 RMB
•5,478 RMB
Price range of
the category
•0.18
•Market still driven by price
Ratio top
selling price vs
average price
•89.98 RMBAverage price

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Business cases – Lancôme (兰蔻)
Digital activity
The official website of
Lancôme are mainly focusing
on the new seasonal arrivals
and discount activities during
Double11 shopping carnival
(the largest offline and online
shopping day in China,
launched by Taobao).
The brand has built official
stores on the main e-
commerce platforms in China,
such as Tmall, JD and Kaola.
https://www.lancome.com.cn/
Platform Presence Official
account
Volume (sales, product reviews or
traffic)
Lancome.com.
cn
Yes Yes 1.285 million monthly visits
Tmall Yes Yes 831,404 sold items in recent 30 days
JD.com Yes Yes More than 1.54 million comments
Kaola Yes Yes 666,414 followers on Kaola
Pinduoduo Yes Yes Daily sales are 660 items

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Business cases – Lancôme (兰蔻)
E-reputation in China
The most related keywords of
Lancôme are “official website”,
“Lancôme black bottle”,
“Lancôme Tonique Confort”
and its competitors, such as
“Estee Lauder” and “Dior”.
Weibo and WeChat both have
been significant promotion
channels for Lancôme, the
brand frequently releases
videos and pictures about its
new/seasonal arrivals on those
platforms.
Platform Presence Followers Posting
frequency in
October
Wechat Yes 460,980 7 posts
Weibo Yes 15,270,10 44 posts
Lancôme
Official
website
Estee Lauder
Laneige
Dior
Lancôme
black
bottle
Lancôme Tonique Confort
Lancôme
lipstick

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Business cases – Estee Lauder (雅诗兰黛)
Digital activity
As a famous cosmetics brands
from USA, the main content
on Estee lauder’s official
website is the introduction of
different series products
(cosmetics and personal care).
The brand has been selling on
the main e-commerce
platforms in China, such as
Tmall, JD, Kaola and
Pinduoduo.
https://www.esteelauder.com.cn/
Platform Presence Official
account
Volume (sales, product reviews or
traffic)
Esteelauder.co
m.cn
Yes Yes 282,736 monthly visits
Tmall Yes Yes 505,109 sold items in recent 30 days
JD.com Yes Yes More than 1.6 million comments
Kaola Yes Yes 728,238 followers on Kaola
Pinduoduo Yes Yes Daily sales are 214 items

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Business cases – Estee Lauder (雅诗兰黛)
E-reputation in China
The most related keywords of
Estee lauder are “official
website”, “eye cream”, “make-
up foundation” and its
competitors, such as “YSL” and
“Lancôme”.
The brand has built official
account on WeChat and
Weibo for products promotion
in China, its’ accounts usually
publish videos, pictures and
articles to introduce new
arrivals and discount activities.
Platform Presence Followers Posting
frequency in
October
Wechat Yes 1,000,010 8 posts
Weibo Yes 1,023,640 45 posts
Estee lauder
Estee lauder
official website
Lancôme
make-up
foundation
eye cream
Estee lauder USA
official website
Lipstick
Estee lauder 2018
Christmas Package

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Business cases – Dior (迪奥)
Digital activity
The official website of Dior
released a lot of information
about new arrivals (make-up
products and perfume), most
of them are specialized for
women, a few products
designed for men.
The brand has been selling
popular e-commerce
platforms as its online
distribution channels in China.
https://www.dior.cn/zh_cn
Platform Presence Official
account
Volume (sales, product reviews or
traffic)
Dior.com.cn Yes Yes 714,052 monthly visits
Tmall Yes No 196,005 sold items in recent 30 days
JD.com Yes Yes More than 10 million comments
Kaola Yes Yes 524,124 followers on Kaola
Pinduoduo Yes No Daily sales are 1,227 items

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Business cases – Dior (迪奥)
E-reputation in China
The most related keywords of
Dior are “official website”,
“Dior lipstick”, “perfume” and
its competitors such as
“Chanel”.
The brand engages with
China’s consumers by posting
fashion news, videos and
pictures about its products/
new arrivals on Weibo and
WeChat.
Platform Presence Followers Posting
frequency in
October
Wechat Yes 448,900 5 posts
Weibo Yes 3,038,429 47 posts
Dior
Chanel
Dior lipstick
Dior official website Perfume
Lipstick
Dior 999
Official website

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Comparing online
interest for leading
brands
On Baidu index, Dior showed the highest search
frequency, Estee lauder had the second highest search
frequency and Max Factor showed the lowest search
number during the past one year.
On WeChat index, Shiseido showed the lowest search
index and there is no large difference among the other 3
brands during last 90 days.
The search brands are
Lancôme
Estee lauder
Dior
Shiseido
Max Factor
The search brands are
Lancôme
Estee lauder
Dior
Shiseido

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Advertising –
case study
This advertising video was
released by Dior to introduce
its skincare product series, the
DiorSnow. The main product is
brightening light-activating
micro infused lotion.
Since the product is targeting
Asian women (including
Chinese women), this video
mainly highlighted its good
effects of skin whitening
(Asian/Chinese women believe
white skin is a symbol of
beauty).
https://v.youku.com/v_show/id_XMzQyODU5NzE1Mg==.html?sp
m=a2h0k.11417342.soresults.dtitle
This advertising video is about the skincare products series of Dior—DiorSnow.
The video started from the scene covered by snow, which indicated the name of the
product series.
Then the main product, brightening light-activating micro infused lotion was showed.
After that, the video used different angles to show of the model ‘s white skin and
highlight the functions of the product, such as reduce spots.
Finally, the video highlight the effect of the product by showing model’sface skin.
Only for the audience in
China

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Brand naming –
case studies
The Chinese names of
cosmetics and personal care
brands (international) usually
come from similar
pronunciation, however they
also have the meanings of
beauty, young and romance.
Part of the international
brands expressed their main
products through their
Chinese names.
•In the Chinese name, “兰” means orchid, “
蔻” has the meaning of young.
•The Chinese name expressed that its
products can make users beautiful and
young.
兰蔻
(Lancôme)
•In the Chinese name, “雅” means grace, “诗”
means poetry, “兰” means orchid and “黛”
is a kind of black pigment used by ancient
Chinese women to draw eyebrow.
•The name built a romantic image for the
brand and indicated it’s a cosmetics brand.
雅诗兰黛
(Estee lauder)
Justification /
reason / detail
#1
•The Chinese name “迪奥” is the Chinese
translation according to the similar
pronunciation of Dior.
迪奥
(Dior)

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DISTRIBUTION&
PROMOTION
ANALYSIS
Even though online penetration is very
important on personal care products,
offline retailers are still dominating the
market. In store experience is very valuable,
especially for high-end and luxury brands
which can create a global experience
around the products.
— C l a i r e G e r a r d , P r o j e c t l e a d e r o f D a x u e c o n s u l t i n g

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Distribution and
promotion in China:
supermarket and
internet are the
main sales channels
In China, supermarket and e-commerce have occupied
half of the share of distribution channels for cosmetics by
2017.
Offline (supermarket +department stores+ specialized
stores) was still the main sales channel of cosmetics in
2017.
Supermarket
27%
Department
stores
19%
Specialized stores
10%
E-commerce
platforms
23%
Others
21%
Market share of the main distribution channels of
cosmetics in China (percent –2017)
Source: Euromonitor

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Online retail
Coverage in China
On Tmall/Taobao and JD, most
brands are launching more
discount activities because of
the Double 11 shopping
carnival (the largest offline and
online shopping day in China,
launched by Taobao).
The number of brands on JD
are more than Tmall, mainly
due to the higher
requirements and deposit of
Tmall for those brands want to
entry the platform.
Market Segments Number of brands are
selling on Tmall
Number of brands are
selling on JD
Blemish Balm
(bb cream)
199 518
Eye shadow 150 256
Lipstick 200 507
Face cream 199 755
Facial
toner/water
199 428

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Offline retail:
Coverage in
Shanghai
On Baidu map and Dianping, the search results of
cosmetics mainly consist of two kinds of places: shopping
stores (supermarket and specialized stores) and
beauty/fashion salons (or relevant places).
Although, consumers can’t buy perfume from salons, but
they still can be seen as promotion channels for perfume
brands, since they provide relevant services with cosmetics.
Segment Number of
offline stores in
Shanghai
Lipstick 57
Perfume 405
Nail color 60
Facial
mask
45
Baidu Map: 3,770 results Dianping: 8,049 results
Cosmetics
Cosmetics

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On-the-shelf:
representation of the
category in stores
In supermarket and
department stores, cosmetics
and personal care products
usually have individual areas
for different brands.
Most cosmetics and personal
care products/brands are
specialized for women,
however, men’s cosmetics and
skincare products also start to
get more attention
(specialized shelves for men’s
products).

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Online sales:
volume assessment
As examples, we want to consider the popular types of
goods. BB cream and lipstick showed high sales on Tmall
in October 2018.
Among skincare products, the sales of facial mask higher
than face cream and facial toner on Tmall.
Make up
Main brands
Way of ranking: general, popularity, new arrivals, sales and price
categories
2.04 1.79
6.20
0.87
Blemish Balm Eye shadow Lipstick Foundation
Sold items of make-up products on Tmall (million–
October 2018)
5.85
2.1
8.42
Face cream Facial water Facial mask
Sold items of skincare products on Tmall (million –
October 2018)

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Promotion channels to
leverage for international
brands in China
Dedicated Websites/Apps:
• Sasa.com (莎莎网)
• Zunagxuan.com (妆炫商城)
• JUMEI.com (聚美优品)/Jumei
HD app
• Showjoy.com (尚妆)/
SHOWJOY app
• Beauty Evolution app (美妆修
行)
• Xiaohongshu (小红书)
Specialized Magazines:
• RayLi Clothes & Beauty (瑞丽
服饰美容)
• CCR (中国化妆品)
• Health & Beauty (健康与美容)
Sasa.com (莎莎网)
is a well-known
shopping platform
specialized for
cosmetics,
personal care and
mother & baby
products.
RayLi Clothes &
Beauty (瑞丽服饰
美容) is a popular
fashion magazine
in China.
Cosmetics and
personal care are
both important
topics in the
magazine. It
provides info about
related brands and
new products to
readers.

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KOL landscape in
China
For international brands, KOLs
are a huge part of modern
Chinese product promotions,
and cosmetics / personal care
buyers are influenced by KOL’s
shared opinions and
experiences.
KOLs related to cosmetics/
personal care industry mainly
consist of fashion
writers/models, make- up
artists, brand founders and
cosmetic formulators.
This is a fashion
KOL, cosmetics
and personal care
are important
topics among her
posts. Her Weibo
account has
440,223 followers
and 365 posts. One
of her posts about
skincare products
received 325 likes
and 125 shares.
This KOL is a
fashion writer, her
Weibo account has
9,971,801 followers
and 63.103 posts.
She frequently
posts info about
make-up and
skincare products.
One of her posts
about cosmetics
from different
countries has 233
shares.
The Key Opinion Leader (KOL), or influencers, are a
major part of the Chinese online journey, and therefore
of the online marketing funnels for international brands
in China. KOL will especially be as relevant to target
niche audience (micro-KOL) and mainstream consumers
(mass-market)

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MARKETTREND
ANALYSIS
Consumers often refer to social media
platforms such as Xiaohongshu to discuss
cosmetics and make purchasing decisions,
trusting consumers feedback over official
brand content.
— C l a i r e G e r a r d , P r o j e c t l e a d e r o f D a x u e c o n s u l t i n g

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E-commerce
channels and social
media are the keys
for cosmetics
market in China
For all cosmetics and personal care brands (international
and domestic), social media and e-commerce platforms
have been perfect approaches for branding in China.
By using social media and e-commerce channels,
cosmetics and personal care brands can effectively build
trust and good reputation among Chinese consumers.
• E-commerce websites, such as Tmall, JD and JUMEI.com, are the
main platforms for purchasing cosmetics and getting detail info
of products. Thus, most well-known cosmetics brands have built
official stores on those platforms.
Shopping platforms
• Weibo is the platforms where beauty/fashion KOLs engage with
fans/audience, they can easily affect consumers’ purchasing
decision for cosmetics and personal care products.
• WeChat is a perfect channel for brands to quickly engage with
consumers and collect personal feedback from them.
Weibo and WeChat
• Purchase sharing apps like Xiaohongshu and shopping apps like
Jumei.com have been good ways for cosmetics/personal care
brands (especially foreign brands) to promote their products,
since those apps are getting extremely popular among Chinese
women.
Mobile apps

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