The cosmetics industry in North America and Europe are now very large and mature markets. Products are no longer enough- many men and women are getting cosmetic surgery to enhance their looks. But in other parts of the world, the high-end cosmetic market is in an earlier stage of development and exhibiting different trends. Let’s take a look at a unique, dynamic, and emerging market—the high- end cosmetics industry in China.
What are the main trends in the cosmetics market in China?
To answer this question, Labbrand decided to conduct an extensive video qualitative research project in Shanghai, by interviewing cosmetics users directly, and on the spot, where they buy their products. In order to have a wide and comprehensive overview of the cosmetics market, Labbrand chose seven themes to explore during the interviews: beauty attributes, cosmetic brands, skin troubles, face and body daily care, beauty expenses, cosmetic product attributes, and store and spa concepts. By examining these themes, Labbrand has been able to get a more precise idea of the Chinese perception of beauty, and to better understand the Chinese consumers’ habits regarding use of beauty products and daily routines. The interviews also provided significant insights into the expectations of Chinese consumers towards the cosmetic industry, regarding both products and distribution channels. The scope of the research covers trends in Shanghai specifically.
To conduct this survey, Labbrand focused on four crucial dimensions of the market: the consumers and the different consumer segments, the trends regarding the products, the way brands communicate about their products according to the different market segments, and the distribution channels.
This article will outline the main results of the research and discuss opportunities for foreign brands in the Chinese cosmetic market.
Research Project Details
• Date: June 2009
• 45 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, Herborist Spa and Barbie Store)

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