Packaging – designs on youth


Colour cosmetics manufacturers are appealing to China’s younger consumers with innovative and unique packaging. Packs for face powders, BB creams, lipsticks and lip glosses which are functional or unusual are popular with many women. Kooky, girly designs appeal to Chinese women in their teens and twenties, while modern, neutral packaging caters to more sophisticated career women

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As interest in colour cosmetics grows among China’s younger consumers, many companies are developing innovative and unique packaging to appeal to them. Wang Fangqing reports from Shanghai

Women between the ages of 15 and 30 living in urban areas of China are gravitating to colour cosmetics, partly fuelled by international marketing exposing them to western and Japanese make-up.

“They will increasingly use a wardrobe of different make-up styles for different occasions, such as during the day and at the night,” says a report by Euromonitor International published in June 2011.

The report names French cosmetics giant L’Oréal Group as the 2010 winner in China with a national market share of 37% for colour cosmetics, spread out among the cosmetic group’s wide range of colour brands, such as Maybelline and Lancôme, which appeal to consumers with different income levels.

Statistics from the Beijing based Chamber of Beauty Culture and Cosmetics show that Chinese women spent CNY23.1bn ($3.6bn) on colour cosmetics in 2010, up 25% from the CNY18.4bn ($2.8bn) spent in 2009. The Chamber estimates that sales in 2011 would likely grow an estimated 23% to CNY28.3bn ($4.4bn).

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