Everlasting Topic of Chinese Beauty Lovers: Whitening
- Chaileedo Press
- May 28, 2022
- 3 min read
"Fair skin" is the mainstream aesthetic in East Asia. In pursuit of whiteness, Chinese beauty lovers take great care in skin care and makeup. Qeyes found that Taobao anchor Li Jiaqi(Austin) shared his whitening method in a recent live broadcast.
In China, there are many beauty lovers who work hard for whitening like Li Jiaqi. According to data from the World Health Organization, the market size of whitening products will reach 31.2 billion US dollars (about 220.8 billion yuan) in 2024. It is predicted that the average annual market size of whitening consumption in China is at least 66 billion yuan, accounting for 30% of the global whitening product market.
Different from the pursuit of diversified skin colors in the west. In China, there was once a traditional saying just like"A white plexion is powerful enough to hide seven faults". And today, whitening products are popular with Chinese consumers, all of which reflect the popularity of the concept of "white".
From 2018 to 2019, oral whitening health products became popular in China, and many people rushed to try them. The price of such products is relatively high. A bag of Pola whitening pills costs 1,088 yuan in China and can only be taken for one month. And according to public information, the efficacy and safety of such products are controversial, and Chinese consumers are gradually returning to the normal whitening road that focuses on skin care products.
According to a survey by Qeyes, more than 80% of women choose whitening cosmetics in their daily skin care process. When it comes to whitening, Chinese consumers are well aware that it requires both money and patience if they want to see a nice effect. In the use of skin care products, whitening consumption is second only to basic moisturizing and cleaning. They will choose to use a whitening facial mask, followed by whitening sunscreen and whitening essence, and most Chinese consumers are willing to spend more than four weeks waiting for the effect of whitening products.
Within the same brand, the unit price of whitening products is usually higher than that of cleaning and moisturizing products. The whitening products of domestic products are usually concentrated between 250 yuan and 350 yuan, but this does not affect the sales of products with good reputation. In the first half of 2021, a single piece of OSM Pearl Lucent Whitening Gift Box occupied the top sales in CS channel sales with sales of 8.2 million.
For Chinese consumers who are especially concerned about whitening efficacy, some proven whitening ingredients are also the reason why the product is popular. In terms of ingredients and technology research and development, international brands that have been established for a longer time and have developed more mature have also won the trust of Chinese consumers. In China, niacinamide is widely known as an effective whitening ingredient, such as Olay's whitening products. According to a survey by Qeyes, among the cosmetics used by consumers, Olay Advanced Light-Perfecting Essence is the No. 1 essence whitening product with a proportion of 61.8%. On the e-commerce platform’s essence repurchase list of less than 300 yuan, the fourth-generation light-sensitive white bottle with a capacity of 30ml and a price of 280 yuan sits firmly at the top of the list, and has been regarded as “the gospel of natural yellow-skinned people”.
Even if the natural skin color cannot be changed, makeup can also achieve the purpose of whitening. The foundation shade for cool white skin is still the first choice for Chinese consumers. For makeup people, lipstick, blush, eye shadow and other color makeup selection criteria all have the item "whitening". Recently, the way of making up with powder blue has become popular in Douyin, because the cool blue color will make the skin look whiter. On the e-commerce platform, in the category of powder blusher, powder blue products have also received a lot of praise. Many beauty bloggers have also published evaluation videos for consumers on their own channels.
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