3 Chinese Marketing trends in cosmetics industry 2022

In the past, traditional cosmetics marketing in China was more of a top-down promotion. Brands would set up marketing content and strategies, and then "pushed" the products to the consumers step by step. Whether it's the product itself or the marketing messages, consumers do not have a choice but only passively accept.

Nowadays, customers are no longer passive receivers of brand information but feeling very engaged with brands and their products. This is because new generation of Chinese beauty brands know how to interact and keep a good relationship with their customers.

In this kind of atmosphere that interaction almost feel like games, users will take the initiative to "pull" the product to themselves and share it with others as well.

A shift from "push" to "pull" is the essence of standing out in Chinese cosmetics industry. In the last year, the common thing of beauty brands that have successfully differentiate themselves was acquiring sufficient interaction and approval from the customers.

These are the three main marketing strategies they have used:

1. Customzied marketing

The customization in cosmetics industry is no longer only about having your name on the product of changing a packaging in a colour the customer prefer.

Brands are now offering customized products based on consumer needs such as different skin problems and skin colours. They offer forms or even one-to-one customer service for the consumers to find their ideal product.

Douyin livestream selling lipsticks

In addition, brands are also digging deeper and guide users to purchase through customized strategic marketing content and livestreams, creating unique brand memories.

2. Highlight health and personalization

A consumption habit in Chinese beauty industry become more mature, needs regarding health and personalization will continue to grow.

Considering the current purchasing environment, traditional and class wording such as "viral products recommendation" or "beautiful/unique packaging" are starting losing their edge. Consumers are tired of following big trends and superficial value but are interested in products and brands that promotes deeper value so they can feel resonate with them.

Chinese cosmetics Brand: Flowerknows

Right now, the popular values are healthy images and personalisation. The marketing message has turned from "everyone loves it so you should buy it too" to "this product is encouraging you to love yourself and it's made for you only"

3. Gift sets will achieve multiple perspectives

A gift set is both beneficial for customers and brands.

For the consumers, gift sets with delicate design can bring emotional satisfaction. The unique feeling of "I have a well-designed present made for me" will be provoke at the same time, raising positive perceptions of the brand as well.

Beauty products have a seasonal nature just like clothing industry, selling a limited edition of gift sets are very beneficial for the brands to meet this nature. Consequently, the brands can meet different needs from customers, either purchasing gift sets for themselves as part of their collection or as a present for their families and friends.

Chinese cosmetics Brand: Kaleidous

Additionally, brands can also increase their revenue by combining their best sellers as a set or offering collabs with other IPs. Such gift set strategy will help the brands to quickly make a breakthrough out of the crowd and in crease the brand penetration rate as a result.

Since the invention of cosmetics, beauty products are not only the toners in life, but also a way for people to express themselves. As emerging Chinese brands are continually developing and growing, Chinese cosmetics industry is progressing rapidly as well. We can see people's understanding of beauty will become more diverse and inclusive.

Sign up to out mail list to hear about more news in Chinese marketing!