10 things you should know about cosmetics market in China

Cosmetic brands in China, what a special market !

cosmetics in china

Chinese consumers are more and more attracted by home-grown cosmetics. Actually, Chinese girls want to take care of their skin and that’s why they will shift to new products every season. Consequently, cosmetics brands have to adapt their strategy. Thus, they need to know the Chinese market.

In fact, 10 features have to be known for your cosmetics brand’s success.

1. An effective distribution

sephora in china

In China, you can find many shopping malls or supermarkets which are able to welcome your cosmetics brand within big cities. Therefore, it is not easy to find a good distributor in China. Indeed, distributors’ trade strategy is special in China. They won’t distribute your products if your brand doesn’t work among Chinese consumers. Your cosmetics goods need to have good e-reputation, positioning on the Chinese market…

2. Online Presence

Chinese consumers are very connected. Actually, they are always browsing on the internet in order to find their favourite products. They love finding offers, promotions, reduction vouchers. In addition, especially regarding the cosmetics products, they are very sensitive to the word of mouth and need to have some advice from their friends, family or community to purchase something. The Internet is a huge information’s area and the most effective way to increase your cosmetics’ brand reputation.


3. Social Media

These last years, this feature is the largest Chinese users’ entertaining and is still progressing in China. Indeed, as said above, Chinese consumers live in a connected World where they spend a lot of time on their smartphone. They need  innovation and authenticity. That’s why you have to take the opportunity of it by creating a Wechat account. Actually, today, Wechat gets over 600 million of registered users. The famous platform will enable you to increase your cosmetics brand’s awareness by converting your target to follow you and become your page’s membership.

In addition, Weibo is the largest microblogging platform in China. Indeed, Chinese users get the most of the information on this social media. They will share, comment, discuss your contents that will boost your e-reputation. Here let’s take Lancôme, as an example, of  one of most famous L’OREAL Group’s brand which developed it strategy on Weibo, Wechat, Renren and Renren platforms.

Lancôme and weibo

4. Campaign

Make up genius in China L'OREAL


The way you use to attract the Chinese consumers are very important. Some solutions exist and one of the most efficient is create a campaign on social medias. That is a part of games you can set up to animate your target. For example, with it “Makeup Genius” campaign, the famous French brand L’OREAL enables followers to make up them virtually with the brand’s products. Girls have to hold their smartphone like a mirror and they can try various makeup in order to choose which one is the best. The app was downloaded 14 million times by Chinese users.

5. E-commerce


Nowadays, many online cosmetics’ platforms exist in China. Moreover, Chinese consumers are totally fond of cosmetics products especially if they can find its online because they have advice and comments. These areas allow you to send your products directly to customers such as Jumei or Lefeng. You can use other platforms like Tmall or Alibaba which are less oriented but as effective as cosmetics ones.

Then, today, it is possible to use the e-commerce too through Wechat thanks to Wechat Wallet function. Chinese consumers are able to pay with their credit or debit card directly your cosmetics purchase. This Wechat function is a further entertainment for Chinese customers.

More information: Top 5 of the most famous cosmetics websites in China

6. Video to attract consumers

Chinese consumers are very sensitive to the good ads. Indeed, don’t hesitate to promote your brands by using entertaining tools. Using videos is a very attractive tool which enables you to showcase your cosmetics products by testing on skin’s people who are happy to try it and very smiling for example.

7. Use famous people

If one of your cosmetics good is used by a star, that will boost your brand’s awareness. Indeed, that proves your quality’s product especially if you choose a Chinese celebrity. Actually, Chinese girls have not the same expectations concerning skin care creams and want to lighten their skin aspect without tanning. That’s why they adapt their favourite products regarding weather and seasons.

8. Opinion leaders must help you

In e-marketing, opinion leaders exist aim at help you to promote your brand. Indeed, as said above, Chinese customers are very attracted by their community’s minds. These leaders can be popular bloggers or celebrities who give their advice and help customers to find the perfect products adapted to their skin or their expectations. Moreover, Chinese consumers were totally in love with Lancôme’s opinion leader which was Emma Watson, the famous British actress. Indeed, she has a white skin and this feature is very appreciated by Chinese girls who want to lighten their own one.

Lancôme and Emma Watson

9. Chinese consumers

When you want to penetrate the Chinese market, the most crucial point is to know your target. Thus, for your cosmetics brands, generally, your products are oriented to the Chinese girls. Then, you have to understand their expectations and regularly update your information. Actually, Chinese market is shifting and you need to stay inform and focus in order to not to miss any trends.

10. Cosmetics Market


As it consumers, the Chinese Market is changing every day, especially regarding cosmetics trends. Indeed, you have to be careful on tools you use to attract your target or to increase your brand’s popularity. In China, Marketing Agencies exist in order to help you to be aware of innovation concerning the Chinese market and new ways existing. In addition, you are not alone on the cosmetics market in China, you are fighting against strong competitors. That’s why it is important to know all features about your market to be good positioning.

To sum up, this is difficult for cosmetics companies overseas to get into the Chinese market. You need to understand China’s trick, Chinese consumers’ behaviour, increase your e-reputation on social medias or e-commerce platforms. Also, learn more about Baidu, the famous search engine in China.

You can also read:

Leave the first comment