Kantar Worldpanel: Perfect Diary as China's Most Popular Cosmetic Brand
- Chaileedo Press
- Jul 8, 2022
- 3 min read
Kantar Worldpanel released "the 2022 Footprint Ranking List of Chinese Cosmetic Brand", Chinese consumer demand for high-end cosmetics of fuels the development of high-efficient products in the full process skin care and the refinement evolution for better efficacy.
Kantar Worldpanel has released its latest report on trends in China's beauty market. The report shows that the recurrent epidemic has made the demand in China's beauty market more changeable, and further analyzes the main orientation and trend of consumers’ erratic demand. At the same time, Kantar Worldpanel also released the 2022 Footprint Ranking List of Chinese Cosmetic Branding based on the Consumer Reach PointCRP)
According to CHAILEEDO, Pechoin has won TOP1 of the 2022 Footprint Ranking List of Chinese Cosmetic Brands for six years in a row and has become the only brand with CRP reaching hundreds of millions of dollars over the past year. And it ranked 14th in the "2022 Global 50 Of Cosmetics and Personal Care Brands Value" recently released by Brand Finance, a British brand appraiser.
In addition, Dabao, once a Chinese skin care brand and later bought by Johnson&Johnson, ranked second by virtue of its popularity and cost-effectiveness. And Lancome entered the list for the first time at TOP10. Chinese brands and international brands broke even with each securing five slots on the list.
According to Kantar Worldpanel, among the most popular cosmetic brands among Chinese consumers, Perfect Diaries is way ahead of a number of international brands such as Lancome, Dior, Saint Laurent, and Maybelline New York, ranking first with unprecedented popularity. And Florasis, with its core product "Kongqimifen"(face powder), first made it to the top 10 list; Carslan has been ranking among the top 10 in the makeup market since 2017. Its core product "Lasting Cover Foundation" and "Lasting Moisture Foundation" further caters to the various needs of consumers with different skin types in choosing make-up products, gaining a ton of popularity among Chinese consumers.
In the 2022 Footprint Ranking List of Chinese Cosmetic Brand of skin care products, cosmetic products, Kantar Worldpanel summarized the key factors for Chinese consumers leading brands to secure such a stable share in the market: development of core products: anchored brand orientation, creation of differential positioning; Design of creative images: transmission of brand value, avoidance of aesthetic fatigue; terse communication of key point: catering to the targeted young consumers and attention paid to brand strength spillover effect.
The report showed that high-end demand from Chinese consumers is still gaining momentum in the Chinese skincare market. For brands registering rapid growth in CRP, there is SK-II, Bio-MESO, LA MER on the list by virtue of their essence; and Sulwhasoo, PROYA, and L'Oréal Paris with great product performance in rejuvenation; also there are Winona, Biodema, La Roche-Posay taking off in the sensitive skin care field.
As the representative of the fast-growing brand, PROYA has created a very representative ace item "Elastic Brightening Youth Essence", introduced "morning C evening A", a popular new skin-care concept, into product research and development, and is well acclaimed.
In cosmetic brands of rapid growth, Pramy, with makeup base products sales, grew from the 26th to 7th place within a year; And lip makeup leading brand Colorkey, is still on the list upholding its "Excellent value for the money" mission; Representing China's emerging cosmetic brand, Flotte, Unny Club, Amortal, also made their way to the list with the creation of hot-selling eyebrow pencil, eye shadow, mascara and other eye makeup products.
In addition to the aforesaid Chinese brands, Nars under Shiseido, and Lancome under by L'Oreal Paris, are the only two international brands listed, with competent facial makeup and lip makeup. In this regard, China's cosmetics brand is booming, hence outstripping international brands.
In response, Kantar Worldpanel holds that a brand needs to consider three core strategies for undiminished favor of consumers: product category layout: a prompt hot spot in time, exploration of the new product line; Marketing and communication: efficacy matters more in terms of skincare while consumer experience prevails for the cosmetics; Development scenario: Strengthening of situational communication and expansion of product function for wider application.
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