China's Largest Beauty Expo Kick-Off
- Chaileedo Press
- May 12, 2023
- 4 min read
International brands are very optimistic about the Chinese market.
The 27th China Beauty Expo (CBE) will be held at the Shanghai New International Expo Center from May 12th to 14th, 2023. This CBE will cover 9 exhibition halls, 10 themed pavilions, and more than 40 sub-categories within 13 major categories, attracting nearly 500,000 professional buyers from over 80 countries and regions worldwide.
Information exchange and promoting cooperation are among the most important aspects of CBE. What are the "new exhibitors" participating in this edition of CBE? And what are the popular trends that will be presented?
New exhibitors are not rookies
At this year's CBE, many companies are exhibiting for the first time, but they are not unknown.
Givaudan has always been a leader in the international daily chemical and fragrance raw material industry. This is their first time participating in CBE, with the theme concept of "Love for Nature", creating an immersive fragrance experience exhibition. With Givaudan's unique Naturality Platform and Naturality Guide as the main theme, they showcased 27 products from three business segments, including ESG daily fragrance, natural essential oils, and beauty active ingredients.
"Givaudan has always been at the forefront of fragrance creation." said Emma, the person in charge of Givaudan's booth at the exhibition. Givaudan also brought cutting-edge technology and electronic devices to the exhibition, such as wearable fragrance devices, VR fragrance experience, and VAS Air virtual fragrance synthesizer. Emma said that this is the first time Givaudan has brought so many products and technologies to customers, hoping to bring customers a different fragrance experience.
In addition to the first-time participation of international brands, Chinese brands also performed well at the CBE. Chinese emerging personal care brand Spes was named "China's Most Valuable New Brand" in the skincare and personal care category in 2021. The brand exhibited for the first time at the CBE, showcasing its newly launched shampoo, which focuses on solving scalp oiliness and dandruff problems with an "instant + long-lasting" effect.
"I think the market still lacks a product that is truly developed for the scalp of Chinese people. Compared with Europe and America, Chinese people have lower hairlines, making them more prone to problems such as oiliness, acne, hair collapse, and dandruff. This is a specific need of the Chinese people, and we will focus more on the Chinese market to solve scalp water-oil balance and micro-ecology." said Spes founder Zheng Rujing.
In addition to the new exhibitors, some old friends of CBE also brought new products to the exhibition.
JALA Group has participated in CBE multiple times, and this time brought all 7 major brands including Natural Beauty and Meisu to the exhibition. Among them, the first infant and child skin science and efficacy brand of JALA Group, imine, made its debut, with products such as diaper cream and anti-chapping cream, expected to be launched in April at a price of around 100 yuan.
According to Cao Wenwen, the product manager of the Jichu brand, the design inspiration for the imine products comes from the Himalayas, and also adds Jialan's patented ingredient " HiMurchaSin ", which mainly has the effect of soothing and generating a skin microbe barrier.
The fragrance takes center stage
In recent years, the topic of fragrances has been highly discussed in the market. According to QIANZHAN INTELLIGENCE's prediction, the size of China's fragrance market is expected to exceed 53.9 billion yuan by 2028, and the average annual growth rate from 2023 to 2028 will reach 20%. The fast-growing market reflects the increasing demand of Chinese consumers for fragrances.
At the CBE, Eternal mainly exhibited high-end perfumes and brought several first-time exhibiting brands, including the home fragrance brands DR.VRANJES and AMOLN, and the skincare brand DOCTOR BABOR. Wang Wei, the COO of Eternal, said that the professionalization of consumers in the fragrance industry is much faster than that in the skincare and makeup industries, and brands need to provide consumers with richer product value and emotional value.
Founder of Chaxiangshi, Badianlaowang, shares a similar view. Although fragrances and perfumes are imported products, people's pursuit of fragrances is universal. Western fragrances may express more personal emotions, while Eastern fragrances not only represent personal choices but also convey certain moods or states of mind.
The overall trend of China's fragrance market is on the rise. Perfumes are capable of expressing emotions, and emotions are something that consumers are particularly concerned about, especially after the epidemic. Consumers need a carrier to soothe their emotions. "In the future, I think that its (perfume) growth rate in the beauty category should still be the highest," said Badianlaowang.
International brands eye on Chinese market
Italy is the guest of honor at this year's China Beauty Expo. Currently, Italy is China's fourth largest trading partner in the European Union. In 2022, bilateral trade volume reached $77.88 billion, a year-on-year increase of 5.4%. Italy's exports to China reached $26.98 billion. At the same time, Italy's exports to China reached $684 million, an increase of 39.2% compared to 2020.
“Over 67% of the make-up consumed in Europe is produced by Italian companies, while it is 55% worldwide.“ Italian Trade Agency Shanghai Office Trade commissioner, Augusto Di Giacinto said, ”At this year’s China Beauty Expo, we are fully supporting 18 Italian beauty companies, who are participating in this beauty industry event for the first time in the form of a national pavilion.”
Luxess is a German perfume manufacturer with main brands including the high-end Bugatti, as well as Espirit and Tom Tailor. Nicolas Tietz, the perfume management partner of Luxess in Germany, stated in an interview with CHAILEEDO that China is a completely new market with new consumers. "We know that the middle class in China is increasing, and the demand for perfume is also constantly rising," he said.
The person in charge of Kose's booth stated that there have been more allergic people in China in March and April this year than before, so they are promoting products that have skin stabilizing and repairing effects. In addition, in order to cater to the needs of Chinese consumers, Kose's products do not use soap-based ingredients, but instead use milder ingredients.
Many exhibitors have expressed that the attendance at this year's CBE is unprecedented, which to some extent shows that confidence in the cosmetics industry is continuously recovering. The recovery of the Chinese economy has driven market recovery, and the continuously growing market is attracting the attention of international companies.
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