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🌸 Fusing Emotional Wellness with Fragrance In China, consumers are increasingly seeking body care products that soothe both body and mind, as stress rises and “emotional skincare” and “immersive skincare” trends gain popularity. Fragrances that promote a sense of ritual and relaxation are central to this shift, creating a sensory experience that goes beyond traditional skin or body care. A few examples: 🌰 Leading local brands like To Summer and DOCUMENTS are infusing aromatherapy into their body care lines, from amino acid bath gels to botanical body creams. 🌿 Fragrance brands like Aesop and BYREDO are also expanding into body care, offering sensorial in-store experiences for consumers to explore the fusion of fragrance and emotional well-being. 🪵 Domestic brands like #Bathfeel are embracing popular oriental fragrances, crafting body oils inspired by woody scents. As competition intensifies, brands need a unique edge to resonate with Chinese consumers. YASO can help—reach out to learn how! Image credits: Aesop and DOCUMENTS on RED #ChinaBeauty #BodyCare #Fragrances #EmotionalWellbeing #ChinaMarketing #ChinaTrends #ChinaInsights

China’s body care market is booming, reaching ¥12.55 billion ($1.76 billion) in 2022, up 8% year-over-year, and is projected to hit ¥16.7 billion ($2.34 billion) by 2026. According to #Tmall, the pace of new product launches by established brands is accelerating by 45% annually. What’s Next for China’s Body Care Boom? 🚀 💧 Targeted Segmentation: While body lotions and shower gels remain core categories, consumer demand is expanding to specific, skincare-like needs like exfoliation, acne treatment, and firming. There’s also increased interest in targeted care for areas like underarms, knees, and neck alongside full-body solutions. 🌟 Premiumisation: The average body care price has increased by 93% from last year to ¥104.5 ($15), with premium categories like body oils and sprays approaching ¥200 ($28). Consumers see these products as lifestyle investments for elevated self-care. 🌍 International Brand Dominance: International brands lead in market share, with Olay and Vaseline topping Tmall’s 2023 sales. Premium brands like Elizabeth Arden, Groupe Clarins, and Victoria’s Secret & Co. also ranked among the top 20 bestsellers, revealing further potential for high-end body care. Follow YASO for the latest market and consumer trends in China. Reach out to discover how we can help you grow in this dynamic market. Image Credits: #Clarins and Chinese domestic functional body care label X LAB #ChinaMarketing #ChinaBeauty #Bodycare #ChinaTrend #ChinaInsights

💉 The Rise of Light Medical Beauty Light Medical Beauty refers to non-invasive or minimally invasive facial aesthetics treatments. By 2030, China's light medical beauty market will reach $57 billion (415.7 billion RMB). Common treatments in this segment include photoelectric therapies and injectables, which are expected to grow at a rate of 20% to 30% over the next five years. In a recent whitepaper, Tencent identified 8 key trends shaping the light medical beauty landscape: 1️⃣ Safety First: 68% of consumers view light medical beauty as a low-risk option, driving increased popularity. 2️⃣ Personalised Aesthetics: 77% prefer treatments that enhance their unique features rather than conforming to standard ideals. 3️⃣ Youthful Engagement: 65% of consumers start exploring light medical beauty before age 30, aiming to maintain a youthful appearance. 4️⃣ Everyday Use: Advancements in techniques are making light medical beauty a regular part of skin management. 5️⃣ Self-Pleasure: Consumers are increasingly prioritising self-satisfaction. 74% of consumers enjoy immersive treatment experiences. 6️⃣ Openness: 73% of consumers are comfortable sharing their light medical beauty experiences. 7️⃣ Value Matters: Consumers evaluate technology and price before making decisions. 8️⃣ Holistic Approach: Beyond facial aesthetics, many seek treatments that enhance overall appearance, such as skin whitening for the body. The rise of light medical beauty has signalled a change in consumers' skincare needs and created new opportunities for products offering repair and soothing efficacy. At YASO, we continuously monitor the latest market trends to keep our clients informed about shifts in consumer preferences and product demands. Get in touch to learn more! Source: Jing Daily, China Medical Aesthetic Industry Insight Report 2023 by Allergan and Deloitte, and #Tencent Marketing Insight. Image Source: Chinese derma skincare brand #Kefumei's Recombinant Collagen Freeze-dried Essence Mask #lightmedicalbeauty #facialaesthetics #chinabeauty #chinatrend #consumerinsights #functionalskincare

👩⚕️ ‘One-stop’ Health Solutions to Win Over Young Consumers in China According to a recent Mintel report, young consumers in China are increasingly aware of how to prevent health conditions like high blood glucose. However, they show little interest in learning specialized nutrition knowledge. Instead, they prefer accessible and easy-to-understand health management strategies. “Brands may consider developing 'one-stop' products/services that help young people prevent blood glucose issues rather than encouraging them to proactively learn about this area,” commented Qianqian Ji, senior analyst at #Mintel. What does that mean in practice? Let’s take Swisse Wellness (part of H&H Group) as an example: 💡 Concise Marketing Messages “Advanced Face-lifting Magic 🔥 On Par with Facial Treatments” — this is the tagline on the cover of a recent product promotional post from Swisse. Without requiring consumers to sift through complex ingredient lists or specialized nutrition knowledge, the message clearly communicates the product’s promise: better skin, high efficacy, and with results comparable to professional treatments. 🥘 Real-life Use Cases Hotpot is such a popular and beloved dining experience in China, often associated with indulgence and hearty eating. To promote its Liver Detox, Tonic & Cleanse, Swisse overlaid the product on a hotpot background image, showing its one common use case — after a heavy, indulgent meal. The visual connects with a familiar part of Chinese culture, offering a relatable reason for consumers to use the product, positioning it as a solution for easing the body after enjoying a rich meal. 🌠 Raw, Somewhat Rustic, but Straightforward Creatives At this point, you might have noticed that the visuals for these posts are somewhat raw, unpolished, and even a bit “土味” (rustic). Swisse’s social media presence in China often reflects this style, with posts featuring bold text overlays and content reposted from KOCs (Key Opinion Consumers). While some may worry this could lower the brand's prestige, this approach works, especially from a sales perspective. These straightforward creatives are timely, easy to digest, and incredibly effective at communicating product benefits without the need for extensive explanation. For health supplements, where product details can often be obscure, this simplified communication strategy turns complex nutrition knowledge into actionable, relatable messages. Entering and growing in China requires a nuanced understanding of the market and consumers. YASO can help you craft localised strategies that resonate with Chinese audiences and deliver measurable results. Get in touch to learn more! #HealthSupplement #ChinaStrategy #ChinaConsumers #GenZ #ChinaMarketing #MFH Source: #SWISSE on RED

💊 Three Emerging Health & Supplement Categories in China Since 2024, Chinese consumers have become increasingly health-conscious, particularly in the food, beverage, and supplement sectors. In Q2 2024, the online health supplement market demonstrated steady and sustained growth, with sales reaching ¥31.9 billion ($4.8 billion), a 5.0% year-on-year increase. Key growth categories such as weight management, women's health, and gut health have shown significant momentum, becoming the market's new growth drivers. This rapid rise reflects not only consumers' deepening commitment to a healthier lifestyle but also society's growing demand for personalized and refined health management. ⭐️ Weight Management In Q2 2024, the weight management market reached ¥3.37 billion ($470 million) in sales, a year-on-year growth of 16.2%. As meal replacements and health needs merge, the trend of snackification in supplements has strengthened, signalling a new trend for weight management products to meet everyday convenience. In this category, capsules remain the dominant format, holding a 33.0% market share. Additionally, sachet and jelly-based options are gaining increasing popularity. ⭐️ Women’s Health In Q2 2024, the online women’s health market grew by 11.1% compared to Q2 2023, reaching ¥680 million ($96.4 million). Leading brands have positioned their products at premium price points, with some exceeding ¥1,800 ($250). Probiotics and oral capsules dominate the product types in this category, though the variety remains limited. When discussing women’s health, consumers are increasingly focused on product benefits, ingredients, and use cases. ⭐️ Gut Health The probiotics market in China is expected to reach US$16.87 billion by 2030, with a compound annual growth rate (CAGR) of 14.9% from 2024 to 2030. Chinese consumers associate gut health most closely with boosting immunity, suggesting that they believe maintaining gut health offers comprehensive health benefits. However, when it comes to reducing the intake of processed and spicy foods, consumers are aware but not fully acting on it. Brands can seize the opportunity by launching supplements aimed at addressing these specific unhealthy eating habits, and linking marketing content to food consumption scenarios. If you are looking to unlock further growth in this high-potential sector, please get in touch with us at YASO to learn more about our tech-enabled solution! Source: Moojing Market Intelligence - 魔镜洞察, Grand View Research, Inc, Mintel Image credits: Chinese weight management brand DYESOO’s enzyme jelly; Swisse Wellness (part of H&H Group)'s Probiotic Gummies #HealthSupplement #China #ChinaTrend #ChinaInsights

✨ YASO is featured in a recent Jing Daily article covering key trends and challenges in this year’s Double 11 Shopping Festival in China. As Singles’ Day heats up, international beauty brands are back in the spotlight—but at what cost? Yesterday, we discussed how brands are offering steep discounts, like “buy one, get more than one free,” to stay competitive. With bundles, vouchers, and livestream gifts, short-term sales are booming. Brands like Guerlain and L'Oréal’Oréal have recorded over 100 million RMB ($14 million) in sales for their hero products. However, for luxury brands, heavy discounts might tarnish their image. ✍️ As Adam Knight, co-founder of YASO, noted: “A ‘keeping up with the Joneses’ mentality among brands has led to a race to the bottom in terms of gifts, bundles, offers and other forms of promotional activity. Brands that have tried to maintain the upper ground risk being seen as ‘lacking in generosity. “This might point to a deeper issue: a mismatch between consumer expectations and the perceived value of these offers. For luxury brands, maintaining a balance between appealing to price-sensitive shoppers and preserving their high-end image is crucial.” 📜 As Lisa N. concluded in the article: "Luxury brands need to find innovative ways to connect with consumers without over-relying on discounts. Personalized experiences, limited-edition products, or exclusive collaborations can help maintain scarcity and prestige." Want to learn more? Get in touch with YASO to learn how we can help you connect with consumers and maintain brand prestige in China! 🔗 Link to the full article: https://lnkd.in/dEzGKVMn

🎁 What are Chinese Consumers Expecting from Gifts with Purchase? In China, gift-with-purchase strategies are a key element in driving consumer engagement, especially during major shopping events like Double 11. Medium to full-sized products, rather than small samples, are key to boosting brand appeal, encouraging trials, and fostering loyalty. For brands entering and scaling in China, understanding the gift size expectations of local consumers is essential. Among the brands who have announced their Double 11 deals, we’ve seen some of the highest levels of promotion, with many brands embracing the tagline, “buy one, get more than one free”. Many brands on #Tmall are focusing their sales activities on their hero products, offering full-sized gifts or even more products to enhance their product appeals. For example, SkinCeuticals’ Phyto Corrective Serum now offers 108ml for the price of 55ml, while L'Oréal sells 60ml of their Pro-Youth Cream plus another 60ml as a gift. Overall, we’ve observed a few common trends in this year’s gift-with-purchase strategies: 1️⃣ Gifts that align with consumer needs In the past, brands would offer samples that were either irrelevant to the main order or old stock. Now, many are shifting to "buy one, get one free" promotions for the same product, offering more value. 2️⃣ Higher value-add Brands are gifting popular, in-demand items, or products that complement the main purchase, enhancing the customer experience. 3️⃣ Larger gift sizes This year, many brands are offering gifts that exceed the size of the original product, following the "buy one, get more than one" trend. In China, gifts with purchase are no longer just a “nice perk” but a necessity. Generous gifting signals sincerity, while brands that don’t meet these expectations risk complaints on social media. This presents new challenges as profit margins shrink and consumer expectations rise. For brands launching or growing in China, it’s essential to recognize these challenges and adjust product and channel strategies accordingly. At YASO, we help brands navigate this landscape with tailored solutions. Get in touch to learn more! #Double11 #Chinatrend #GiftwithPurchase #ChinaStrategy #Crossborder #Consumertrend #Chinabeauty Image credit: Fresh's sales mechanisms as confirmed on #AustinLi's All Girls' Offer 2024. Left - buy one get one full-sized product for free. Middle and right - buy one get one full-sized product + 2 samples for free.

🏋️♀️ Beauty in Motion: An Unexpected Brand Collaboration between Fitness and Makeup With health and fitness trends booming in China, beauty brands must adapt to meet the evolving needs of consumers. As more people prioritize active lifestyles, there’s an increasing demand for makeup products that can keep up, particularly in fitness settings. For beauty brands, understanding these shifting preferences is crucial to capturing this growing market. Last year, the Chinese colour cosmetics brand, #Carslan, tapped into this trend in an unexpected way through its collaboration with #SuperMonkey, a chained fitness studio running group classes. Together, they created an immersive pop-up experience in Shanghai’s bustling Xintiandi district, blending fitness with beauty like never before. This event allowed participants to engage in intense workouts while testing Carslan’s foundations, providing an opportunity to see how the products performed in high-energy, sweat-inducing scenarios. ⭐️ Why collaborating? Both brands cater to a shared audience of sophisticated, beauty-conscious women who value self-improvement and social engagement. Their products align with the desire to enhance one's appearance while promoting a confident and empowered lifestyle. ⭐️ Pre-launch activities During the event's pre-launch phase, the two brands teamed up to release a short film, featuring three active women taking on a makeup endurance challenge. They participated in activities like yoga, spinning, and battle rope exercises, all while wearing makeup, in a "beauty in motion" relay challenge. This campaign was designed to convey the empowering message that women can embrace both strength and beauty, reinforcing the brands’ shared philosophy of feminine power and confidence. ⭐️ Elevating brand image This collaboration, driven by targeted cross-community marketing, created opportunities for both brands’ audiences to engage and interact. By blending fitness and beauty experiences, they successfully shaped a trendy, forward-thinking brand image that resonated with consumers, achieving significant cross-sector influence and expanding their reach beyond their existing customer and brand image. This activation is just one of many examples of unexpected collaborations in China. In recent years, we’ve seen partnerships between fashion and pharmaceuticals, supplement brands and coffee shops, beauty brands and bubble tea, and more. China is a market with endless possibilities, but achieving success with cross-sector collaborations requires a deep, nuanced understanding of both the market and its consumers. YASO can help you navigate this landscape as your comprehensive China partner — reach out to learn more! #BrandCollaboration #Fitneess #Beauty #ChinaInsights #ChinaMarket #CaseStudy Image Credit: Carslan x SuperMonkey

🔔 China’s "Double 11" Shopping Festival Kicks Off Early China's biggest shopping event of the year, the "Double 11" Shopping Festival, officially launched on Monday, October 14, with presale activities across major e-commerce platforms. This presale period allows consumers to stock their carts ahead of two key checkout windows: October 21 - 24 and October 31 - November 11. The start date was set about 10 days earlier than in 2022 and 2023, and nearly a month ahead of November 11, also known as "Singles' Day", the original inspiration for the shopping festival. This year’s Double 11 in numbers, according to Alibaba Group: 💡 300,000 brands will participate in Double 11 2024 on #Tmall. 💡 RMB 30 billion ($4.3 billion) worth of vouchers and red packets will be offered. 💡 RMB 13 billion ($1.8 billion) will be invested in cross-platform traffic and merchant marketing subsidies. “This year’s 11.11 is unfolding as Chinese consumer sentiment is improving. We are making unprecedented investments to incentivize our users and support our merchants,” Bo Liu, Vice President of Alibaba Group and President of Tmall, said in a statement. Brand highlights so far: ⭐ Chinese skincare brand #Proya Proya, one of the hottest domestic skincare brands in recent years, continues to dominate. On the first day of the presale, Proya recorded the highest number of pre-orders among beauty and skincare brands, according to Tmall’s official report. ⭐ International brands continue to lead on Tmall Of Tmall's top 20 skincare and beauty brands on the first pre-order day, 15 are international. L'Oréal, SkinCeuticals, Lancôme, and Guerlain secured the 2nd to 5th spots, following Proya. Notably, all these brands were featured in top-tier livestreamer Austin Li’s sessions and leaned heavily into the concept of "gifts with purchase." For example, L'Oréal’s sales surged due to their offer of medium to full-size products with every purchase. As we approach November 11, more promotional activities and brand announcements are expected. Stay tuned by following YASO for more insights and updates as Double 11 unfolds. Source: L'Oréal and SkinCeuticals on Tmall #Double11 #SinglesDay #ChinaEcommerce #ShoppingFestival #ChinaInsights #Tmall #Livestream

Our latest blog on the power of nicknames as part of domestic beauty brands' localisation strategies in China 👇