In contemporary China, beauty is associated with some form of social success.
It is a beauty that passes mainly through the face, hence the particular importance given to the care of the skin. Cleaning and care are essential, twice a day on average with a very important evening routine to release the skin impurities of the day. Face masks and sunscreen are also highly praised by Chinese women.
If care is to be effective, 77% of women feel that the product should contain natural ingredients.
As for makeup, a category that is still under-invested today in China, it is experiencing a real explosion among young girls who are fond of gloss and mascara.
In China too, the millenials run the market!