Beauty in China is considered to be a balance between physical and mental attributes that may be natural or enhanced. For Chinese people, beauty is part of a happy life, which explains why Chinese consumers are so interested in cosmetics and spend a lot of money on beauty products. Although the wealthy market segment represents a growing and highly lucrative consumer group that both foreign and domestic brands may choose to target. Chinese cosmetics consumers are generally not very loyal to brands, and they like to try comparing several brands. Another characteristic is that they exhibit seasonal consumption of products. Chinese people change their habits according to the season. In summer, they will use more sunscreen cream to preserve the whiteness of their skin, and less thick and oily cream than they do in winter months.
When communicating about and advertising for their brands, it is necessary for cosmetic companies to take into account differences between the maturity of the male and female cosmetic markets. On the other hand, advertisements should highlight daily steps and the visible results the products will have on skin. In terms of communication, Chinese consumers seem to believe that international brands should keep their identity as foreign brands. Although the foreign brands may wish to maintain their identity, they often still need to adapt slightly for the Chinese market by using a compelling Chinese name or packaging design adjusted for local cultural codes. Chinese consumers have a strong need to communicate with brands, and to share their experiences. There is a distinct preference in China towards cosmetic products using natural ingredients. In China, there are two main distribution channels for high-end cosmetic products, namely luxury department stores and spas. In Shanghai, we can observe two main kinds of spas: fashionable and traditional.
First, there is a real potential in the Chinese male cosmetics market which is only just emerging. Another opportunity for international cosmetic brands is to open branded spas. So, when a brand is successfully implemented on the Chinese market, a branded spa may represent an opportunity for it to further develop and reinforce its brand equity.
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