imagesReport

Survey Report on Make-up Trend in China

Release date
February 2025
# of pages
41
Agency
Intage Inc.
Report price
Free
Target countries
  • ChinaChina

Description

In the Chinese cosmetics market, competition among manufacturers from the three countries is intensifying.
It is now a thing of the past that the high quality, security, and trustworthiness of Made in Japan products were highly valued.
In recent years, Korean cosmetics manufacturers have gained significant popularity, and Chinese domestic manufacturers are also aggressively entering the market.


Under these circumstances, how are Japanese cosmetics brands positioned?
In this report, we will analyze the acceptance of CJK-style makeup in each country.

Summary

Japanese-style makeup does not have a clear finish image appeal
For non-Japanese brand users, 15% of the respondents answered that they do not have a specific image of Japanese-style makeup, which is higher than that of Korean-style makeup and Chinese-style makeup.
Although there is an emotional image of high quality and reliability, the finish image (functional image), which is important to actual users, is not sufficiently appealing to them.



Success of Korean-style Makeup
In contrast to Japanese-style makeup, Korean-style makeup has a clear image appealing to both “natural finish” and “beauty.
Non-Korean brand users also gave similar evaluations, suggesting that the branding of Korean-style makeup as “natural and beautiful” was a key factor in its success.
It was also clear that Korean-style makeup is actively utilizing SNS such as “Douyin” to effectively communicate with users.

Research design

Survey method: Online survey
Survey area: Shanghai, China
Sample size: 300s
Subjects: Women aged 18-49, makeup frequency of at least 3 times a week

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