China Beauty Trends: No Trend is Also a Trend in Chinese Color Cosmetics
- Chaileedo Press
- Oct 4, 2022
- 4 min read
Winning in Efficacy, Welcome the Future. On September 22, the 5th Conference on China’s Cosmetics Trends, hosted by CHAILEEDO, was held in Hangzhou with the theme of "Winning in Efficacy". During the meeting, Tian Yong, Chairman of A&H International Cosmetics, delivered a speech with the theme of "China's Color Cosmetics Trends".
Good morning everyone! I am Tian Yong, the founder of A&H International Cosmetics, and I am very pleased to have this opportunity to share with you my views on the present and future of Chinese color cosmetics, as well as global cosmetics trends.
When it comes to the future of color cosmetics, the eternal answer that cannot be bypassed in the world, no matter in 10, 20 or 30 years, is: clean, natural, organic, and green. Whether it is the package or the contents, the future should focus on what kind of products are friendly to the environment and the skin.
Where exactly is the future of cosmetics? In fact, many years ago, several major global groups made very clear guidelines. In China, there are now also many factories acting and moving forward in this direction - pure, natural, organic and green. Whether it's color cosmetics or skin care products, they have actually entered the era of sustainability.
In terms of the current state of Chinese color cosmetics. Chinese brands have had rapid development in the past few years because the country's national strength has increased, national self-confidence has also peaked, and Chinese culture will be quickly delivered overseas. However, as far as China is concerned, how many brands are there that are really large enough and can be remembered by everyone? There are not even more than 10 brands. I believe we can instantly say the name of the brand is definitely less than 10. Let's think about how many brands there are in Japan and South in Korea.
People think that nowadays is a very competitive time, but in fact, it is not at all. China has a very, very large consumer base. I believe there should be more than 200 girls in the room, and among them, there may be 20 different consumer groups, which has a gtreat number of segments.
But currently, there are not so many categories and brands to satisfy those segments of consumer groups. But in our factory side, there are numerous young people who are very thoughtful and have done a lot of market research, and then developed the products for their target consumer groups that they need and want.
To be honest, today's Chinese market is equivalent to a microcosm of the global market, each segment of the population is actually a very large market. Have you really understood in depth what your consumer groups really want? Find the right profile of your consumer group, then you can really provide valuable products to them.
When I received this invitation to talk about the trend of cosmetics in China, I think there is no trend in the current situation, because it has just started and there are too many people who are not satisfied. I can say that because there are many segments of people, but there are not so many brands or products that belong to them, and any category can be pushed back.
About the future of Chinese cosmetics, I will talk about my perception. The most talked about the word this year is involution, is there? No. In fact, in any industry, including the entire country, we look back 10 or 20 years later, it is normal development. In China, why do people feel that they have to rack their brains and make comparisons? It's because you don't have the means to meet the needs of consumers anymore since consumers are becoming more and more aware of the whole field. In the next 5 or 10 years, the "involution" is the growth of consumers, forcing brands and producers to create more products to match consumer demand and bring more valuable products. So it is not an involution at all.
There is also the standard of product perception. For example, if an international brand of lipstick breaks easily, you will say that you are pushing too hard, but if a Chinese brand of lipstick breaks after use, you will say that it is not good quality, is this a double standard? It can be said that Chinese consumers are the most demanding consumers in the world, especially for Chinese brands.
Let's take another example, if a international brand foundation has the issue of separation, you will think it is normal. If it was a Chinese brand, would you forgive it? So, please believe in the quality of Chinese brands and their creativity.
Share one more fact, when several global groups were looking for ideas and inspiration more than 10 years ago, they went to Japan. From 10 years to 3 years ago, they went to South Korea. Do you know where these major global groups go now when they are looking for ideas and inspiration? To China. That's a fact, and I want to give you a round of applause.
I think there must be a place for us in the future, not only in color cosmetics, but also in skincare, and there will be many world-class cosmetic brands with conglomerates in China, and an increasing number of brands in color cosmetics will go abroad, and more and more brands will be loved by women around the world.
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