Beauty brands embrace new trends to remain popular

Kantar Worldpanel’s latest ranking indicates that established beauty brands like L’Oreal Paris and Pechoin managed to attract new consumers to their brands while remaining the most chosen brands of Chinese consumers, according to a recent report released during the 23rd China Beauty Expo.

Pechoin has remained the top skin care brand for two consecutive years. It is also the only beauty brand in China with over 100 million purchases. Maybelline is number one in the makeup category.

Smaller players such as One Leaf, Chando and Papa Recipe have done a good job finding new shoppers in niche sectors such as facial mask treatments. 

Chinese brands are also adding effective herbal elements to attract consumers who prefer to use products with natural ingredients

Last year Chinese consumers' expenditure on skincare products and cosmetics climbed 17 percent and 29 percent respectively, against a total increase of 4.3 percent in the consumer goods market, according to Kantar Worldpanel.

Consumers are also increasingly looking for products that create a sense of individuality — unique product design and a personal connection are crucial components in the success of beauty brands.

Beauty products also need to adapt to the swift decision making trends of younger consumers, who spend very little time deciding what to buy, thanks to prevalent online purchasing channels, beauty forums and social media sites, said Zhu Jiahui, Kantar Worldpanel customer director.

The 23rd China Beauty Expo covers an exhibition area of 3,000 square meters.

The three-day event also attracted a total of 11 Israeli cosmetics and skin-care companies.