WeChat, the almighty social media in China for cosmetic brands
The very popular messaging app’ WeChat is ultra powerful in the cosmetics industry. Almost all the brands participating in the trade show had a WeChat account and showcased their giant QR codes so that people can directly subscribe to their account. Some brands went even further by offering samples to all people scanning their QR codes on spot.
This year many “green” cosmetic brands offering natural products based on plants were participating in at the tradeshow! Indeed, several recent studies confirm the growth potential of natural and organic cosmetics in Asian markets.
Facemasks are on a roll
Facemasks are actually one of the most promising segments in the cosmetic market in China and brands understood it. There are dozens and dozens of different masks and each brand is trying to differentiate itself from its competitors by offering new formulas (featuring ingredients such as algae from the Dead Sea or tea).
The “Weishang” (which literally means microbusiness) is the new trend in the cosmetic industry in China. People who could be compared to bloggers promote different products through their “WeChat moments” by posting pictures or writing something related to these products.
In 2014, 80% of products sold through “Weishang” were facial masks.
Absence of major international brands
Very few international brands were present this year at the China Beauty Expo 2015. Only l’Oreal Consumer Products Division occupied a booth at the trade show. The rest of the stands were occupied by brands seeking to make them known to in the Chinese market and not by brands already well established.
An increasingly professional show
This year, China Beauty Expo focused on professional visitors and insisted on its B2B orientation in particular for helping brands to find a distributor in China.