Achieving beautiful skin is no longer confined to wearing makeup or applying anti-aging creams. Consumers in China are moving toward healthy lifestyles and want to feel and look good. To do so, they seek to maintain hydrated, luminous skin; protect it from external impurities via anti-pollution solutions.
Along with this mindset comes a greater awareness of the ingredients used in products. This is perhaps what is driving the beauty industry to align itself more proactively with health care. Among the most dynamic beauty segments is dermocosmetics.
The rise of Dermocosmetics in China
Historically, the dermo-cosmetics market is more developed in Western Europe, especially in France, Italy and Spain. According to leading dermo-cosmetic skincare brand Eau Thermale Avene, the European market for dermo-cosmetics was 3.9 percent more valued than the previous year.
So far this year, Mintel has recorded an increasing percentage of beauty and personal care products launched in China that carry a dermatological-tested claim. The cosmetic industry is expanding rapidly in China and is now among the most important sectors in the country. The annual growth rate of revenues made from dermo-cosmetics product sales was around 19 percent for 2020.
After Covid, a search for a healthy lifestyle
A further reason for growth has been the global consumer interest in health, wellness, and benefit-driven products. More and more Chinese consumers are concerned about the real effectiveness of their skincare products and long-term effects on skin health, especially consumers with bad skin conditions.
Institutional distrust grows each day and Chinese look to third parties to advise them on which products are safe to buy.
Dermatological claims help to reassure them that a product is safe. Brands that attach a dermatologist-recommended claim or even work with dermatologists to develop a product gain greater consumer interest at the moment.
A transition from skincare to color cosmetics
Dermatologist-recommended brands have some of the most loyal purchasers across the skincare market due to a Chinese consumer’s belief that the products are effective and safe for the skin.
As a result, skincare claims are rapidly becoming a key, sometimes essential, talking point amongst many color cosmetic products. Chinese consumers that are used to facial skin and body dermo-cosmetics are demanding for using color cosmetics with similar benefits. Younger consumers from China, in particular, millennials and Gen Z, are looking for multipurpose products that can save them time.
Mintel has seen dermo-cosmetic brands expand their product ranges to feature color cosmetics with skin health or dermo-cosmetic benefits, such as anti-inflammation, redness reduction or anti-aging. They also include product-tested claims associated with dermo-cosmetic products, such as for sensitive skin, dermatologically tested and free from claims concerning parabens and fragrance.
The success of L’Oréal China in the Dermocosmetic segment
L’Oréal sales grew 17.5 percent in the first half of 2020 in China. The only country where the brand didn’t suffer a dramatic drop for coronavirus. The acceleration in the third quarter was led by the group’s luxury division, home to brands such as Lancôme, Yves Saint Laurent and Giorgio Armani, which gained 15.6 percent.
Obviously, geographically growth continued to be led by China, where sales soared 25.8 percent, an indication that demand for L’Oréal’s products from this fast-growing region, appears to be showing no sign of slowing.
E-commerce is the key driver of l’Oréal’s growth
E-commerce has been up 65 percent during the pandemic, representing the 25% of the revenue. According to L’Oréal’s global chief digital officer Lubomira Rochet, the 50% of l’Oreal sales will come from e-commerce by 2023.
E-commerce is accelerating thanks to the success of L’Oréal’s luxury brands on sites such as Alibaba’s Tmall platform.
Dermocosmestic has become digital in China
E-Commerce option for dermocosmetic brands in China
As demonstrated by a cosmetic colossus like L’oreal, e-commerce is a useful way to reach Chinese consumers, who buy over 70% of the products online.
For selling cosmetics, Tmall / Taobao and JD.com are the most used platforms, but also Little Red Book (aka Xiaohongshu) is a great platform in this field. Especially, to target young generations.
Then, it is clear that a cosmetics brand that want to succed in China needs to have an online presence.
Dermocosmetic Brands should have a Chinese website
It’s important to build a brand’s site in Mandarin language and adapt it to Chinese tastes in terms of style and design. In order to develop awareness among consumers and at the same time branding your products, your website must become visible online. Read the following steps to understand how.
Baidu SEO & SEM: Crucial for Dermocosmetic brand in China 2021
All the biggest international cosmetics brands have their own site in China and can be found by Chinese consumers through Baidu. In fact, it is not essential to be found on Google in China, but in their search engine. In this case, however, SEO and SEM are a must on Baidu in order to be visible and linkable.
In 2021 Chinese Social media can’t be ignore by dermocosmetic brands
Social media networks are in vogue in China and must be utilized effectively.
WeChat is a messaging app, a social media platform, a mobile payment tool, a search engine and so much more all rolled into one. Now has surpassed over 1 billion monthly active users as of March 2018, so much that brands must establish themselves on WeChat for sure.
The most common way to start is opening an Official Account, which allows a brand to create an account and publish content. And, sent this content to followers like a newsletter. This is how brands can raise brand awareness, by publishing content that gets shared between friends, in group messages, and on users’ Moments.
Little Red Book is getting extremely popular in China, among Chinese girls. This platform is perfect for cosmetics and beauty products and can reach trendsetters, micro influencers and many girls with international purchasing behavior. More than perfect for an international Brands, who needs a concrete word of mouth.
KOLs (Key opinion leader ) marketing
Chinese cosmetics influencers are taking over China’s beauty market. They are making the most out of the visually-oriented Chinese youth environment, producing watch-and-learn videos to share the most important tips and tricks on how to always look 100%.
it is therefore useless to say how important it is to collaborate with this type of Chinese celebrities in order to increase trust, visibility and of course sales.
Contact-us and start promoting your Skincare brand in China
GMA is the top and most visible digital marketing agency in China. We have helped a lot of brands to develop their business in China, by leveraging the latest and most effective digital tools.
Do not hesitate to contact us for more information.