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Olivier Vérot

6 trends from China Beauty Expo 2015

China Beauty Expo 2015 just ended in Shanghai. This trade show is an opportunity for all the new brands to promote themselves on the market and, for those already established, to exhibit their new products and to strengthen their positioning. It’s the right time therefore, to take stock about the latest cosmetic trends that we identified on this occasion.

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.

Green cosmetics

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.

Natural and organic cosmetics appeal to Chinese consumers - Photo © Olivier Vérot, Marketing China

Natural and organic cosmetics appeal to Chinese consumers - Photo © Olivier Vérot, Marketing China

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).

Catia and its colorfully packaged facial masks - Photo © Olivier Vérot, Marketing China

Catia and its colorfully packaged facial masks - Photo © Olivier Vérot, Marketing China

The “Weishang”

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.

Hostesses on a catwalk at the Fanlin stand - Photo © Olivier Vérot, Marketing China

Hostesses on a catwalk at the Fanlin stand - Photo © Olivier Vérot, Marketing China

For more information on the cosmetics industry in China, click here or here.

Portfolio

  • Brands offer samples to people who scan their QR codes and then follow the (...)
  • Brands offer samples to people who scan their QR codes and then follow the (...)
  • Natural and organic cosmetics appeal to Chinese consumers - Photo © Olivier (...)
  • Natural and organic cosmetics appeal to Chinese consumers - Photo © Olivier (...)
  • Reocle and its algae Dead Sea salt facial masks - Photo © Olivier Vérot, (...)
  • Magic Fresh Face, the brand specialized in facial masks has attracted a lot (...)
© 2015 - Premium Beauty News - www.premiumbeautynews.com
about Olivier Vérot
Olivier Vérot

Based in China since 2007, Olivier is specialized in the promotion and support of cosmetic and beauty brands in China. “While the Chinese market is attractive because of its size, it is very complicate. Brands must deal with distribution issues, registration formalities, and communication challenges. Above all, they must raise the interest of today’s Chinese consumers,” he says.

Web : www.marketingtochina.com

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