imagesReport

Brand Strategy in Cosmetic market in the "New Normal"

Release date
October 2020
# of pages
35
Agency
Kantar Worldpanel
Report price
Free
Target countries
  • ChinaChina

Description

This report provides a case study of how consumers are changing and what they are looking for in brands in the Chinese cosmetics market under the "new normal".

Summary

China's personal care market is on a recovery track with positive growth from June 2020. During the COVID-19 period, local mass brands grew and increased their presence by immediately responding to consumer needs. The three keys to brand growth in the "new normal" are as follows 1) Expansion of core needs: "safety," "health," "healing," + "sustainability," and segmentation of price range needs 2) Change in key targets: Generation Z women in 4th-5th tier cities, income over RMB 12,000, senior citizens 3) Reach and conversion optimization: circulation across multiple platforms, online and offline linkage

Research design

Research method: Consumer purchase panel survey
Respondent criteria: 15-64 years old male and female in 1st - 5th tier cities

Contact us

Intage Inc. is working with Kantar World Panel to support your global business by analyzing actual consumer purchase data from around the world to identify market changes and their drivers. For more information on this report or oversea panel data, please contact us at global-market-surfer@intage.co.jp.

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