Stellar photo recovery key and name driver#
Shopping festivals, now encompassing offline and online retail, will be the main driver of sales. “Beauty retail has always been traffic-driven, but we want to create a true connection,” Bray said. But people still might go back home then place the order online, so omnichannel is key.”Īt Joyce Beauty, which targets consumers from 25 to 32 years old, Bray is focused on creating an immersive retail experiences that will help establish consumer loyalty to the store itself, not just a brand. “In a way, niche brands will have a relative advantage because it’s new, it needs to be tried on, or experienced. It’s something nice to have but not the main objective,” Bray said. “Offline retail has come back to the limelight shopping becomes a nice byproduct of a coffee date. Joyce Beauty hosted a pop-up in Chengdu last week. Herbeast is the only C-beauty brand stocked at Joyce Beauty, alongside popular prestige labels including Augustinus Bader, 111Skin and Evidens de Beauté. Both founders studied or worked in Paris before gaining experience at top beauty retailers in China.
Stellar photo recovery key and name skin#
Then you had a lot of young talent who previously studied overseas but got drafted back to China, so you have this talent pool armed with exposure, armed with some money from their parents, and most importantly, a true understanding of Chinese consumers, even more than LVMH or L’Oréal.”īray was referring to emerging high-end brands that have blown up in size and scope in the last few years, including Documents, the fragrance brand launched by Zhaoran Meng in 2021, and the skin care brand Herbeast, founded by Yi He in 2020. “The pandemic was like a perfect storm there was a lot of hot money because people in the capital market couldn’t actually travel outside of China.
The growth space is already limited due to market saturation, so brands have started to focus on the premium market to find new growth drivers,” Hu said.īray noted that a new generation of entrepreneurs arose during COVID-19. “Local C-beauty brands have already occupied a certain market share in the mass market. Local skin care upstarts that emerged from the 2019 beauty boom, such as HBN, Zhiben, Simpcare and Uniskin, topped the 1 billion GMV mark with products priced on average below 200 renminbi or $29, according to data sourced by Being Capital.įor Bray, despite a “very strange 20, where e-commerce grew like wildfire and created almost a vicious cycle,” the C-beauty boom is not over yet. Despite a slew of brands shutting down online operations or exiting the market altogether in 2022, including E.l.f., Too Faced, Huda Beauty, Glamglow and Etude House, beauty players equipped with market know-how and fast-paced product releases were able to survive the pandemic intact. To them, it’s less about product efficacy but more about how they experience the brand, such as the product packaging, the texture of the product,” said Miriam Bray, managing director of Joyce Beauty China and chief executive officer and founder of Chrysalis Beauty, the licensee of Joyce Beauty in mainland China.Įven as prestige brands solidify their presence, mass brands are not going away. “Eighteen- to 25-year-olds are not even aging but they are already using antiaging products. Young consumers will continue to drive antiaging product sales. Sunscreen that can whiten are also popular, said Yan, listing Winona, La Roche-Posay, QuadHA and Skinceuticals as well-known brands in the space. “In terms of acne treatment, acid exfoliants are still the mainstream solution, but more fermented, plant-based ingredients will replace traditional acids such as AHA and BHA, to achieve a more gentle effect. “Consumers are becoming more rational in purchasing, changing from brand worship to the principle of ‘efficacy comes first.’ Consumers will pay more attention to the emotional value creation of a brand to show identities, such as the rising of ‘Guo Chao’ (Chinese fashion), minimalism, gender equality and sustainability,” Hu added.Īccording to Jeacy Yan, founder of Being Capital, brands that focus on singular ingredients and tackle issues such as face mask-induced skin sensitivity and acne will be in high demand.
“The perception of skin care is also gradually changing from appearance to a part of holistic wellness,” said Yang Hu, insights manager of health and beauty Asia at Euromonitor. “Foreign cosmetics brands should see more resumption than domestic brands, driven by offline recovery.”ĬOVID-19 has also impacted how Chinese consumers are thinking about the treatment category. “As China gradually recovers, we expect premium cosmetics to be better positioned to capitalize on the consumption recovery,” Bernstein’s Melinda Hu wrote in a recent report.
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