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Engaging with Chinese Beauty Customers: Challenges and Opportunities

Business Breakfast

Engaging with Chinese Beauty Customers: Challenges and Opportunities


Engaging with Chinese Beauty Customers: Challenges and Opportunities

CEW were delighted to host a Business Breakfast on the morning of 18th October with Amazon to discuss the beauty market in China. Melis del Rey, UK Country Leader of Beauty and Personal Care Appliances at Amazon introduced the room to Amazon and its approach to Chinese beauty consumers. Followed by Kloe Angelopoulou, Beauty and Fashion Analyst at Euromonitor who expertly elaborated how is best to engage with the market.

Melis explained that from Amazon’s research, the cosmetics industry is currently all about convenient beauty. Amongst the 1.3 million new products that are added every day to Amazon, they split their beauty products into three categories: luxury, mass and salon & skincare. Melis also went on to discuss that 65% of those who shop for cosmetics with Amazon have an annual income of over £90,000 and 75% of shoppers are aged 18-34. 

Kloe was introduced to further discuss the beauty market within China. 40 years of collective research had collated the statistics that were used within Kloe’s presentation which identified that China is the second biggest market globally. What’s more, this beauty market grew by 10% in 2017 clearly signifying the potential within the market; “within this, skincare is the biggest category”. She continued that the Chinese consumer considers international brands to be of a higher quality due to their higher price point.  

What’s more, Kloe highlighted the key driving factors of the Chinese market by stating that there are 800 million mobile subscribers demonstrating the rise in opportunity for social commerce. A market that is a clear opportunity to enter into is the vegan-free/ cruelty-market as this has been seen not to resonate with the audience in the same way that it does in the UK. 

Kloe concluded her discussion by informing the room that Chinese consumers’ disposable income is predicted to grow by 7% from 2017-2022 clearly demonstrating the room for growth within the market. 

CEW thank Amazon and Euromonitor for collating and analysing data that can now be used to approach the market.

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