Special Report: Chinese Consumer Mindset Shifts


China: Consumer Mindset Shifts

As the world struggles through different phases of lockdown, China has emerged as one of the most resilient markets. China’s economy advanced 2.3% last year, making it the only major economy to report growth, although the growth was still its weakest in 44 years. China’s economy is widely predicted to expand by more than 8% in 2021.

While many global companies are looking to China, the market is quickly changing and is increasingly complex to navigate. Applying the same international marketing approach and trend analysis as elsewhere would not be effective. Urban consumers in China are very savvy and expect to see products and marketing specifically targeted to them.

BEAUTYSTREAMS’ special China Color Cosmetics Trends Report identifies eight consumer mindset shifts significant in China today and in the years to come. Taking into consideration those consumer mindsets, we developed original marketing storytelling, make-up looks, and packaging curated for the Chinese market. The following are some highlights from that report.

Changing Attitudes

Some trends that were already emerging pre-COVID-19 have been further accelerated by the pandemic. National Pride, a trend that has been simmering in recent years, is now in full swing. Whereas the older generations in China often favored foreign labels, younger consumers are supporting the plethora of exciting new local beauty brands that have launched on the market in the past several years.

Another important mindset shift is the rise of Girl Power thanks to a new generation of Chinese feminists. Standing Out is another key shift. Culturally, most Chinese people do not like to appear different from the norm, but younger consumers are now daring to distinguish and express themselves. As consumers, they want to be among the first to discover niche, less common brands and products.

Photo: BEAUTYSTREAMS Original Look

At the same time, fitness and the pursuit of perfection is also a growing movement in China. Gym memberships and non-invasive cosmetic interventions log a steady growth in the country, showing that Self Optimization is and will continue to be important among the active population in the upcoming years.

Lastly, with China’s US$400-billion investment in ecological programs since 2017 (twice as much as the European Union), the country has emerged as one of the global leaders in the field. This is reflected in a growing awareness among consumers who want a Holistic Life, including sustainability for themselves, but also for the environment. Discover more details in our China Color Cosmetics Trend Report.

This article is an excerpt from our CHINA COLOR COSMETICS TREND REPORT.

The report presents key consumer mindset shifts in China now and in the upcoming years. Marketing storytelling concepts are explored and developed into original looks for make-up, hair, and nails, based on Chinese tastes and skin tones. In addition, packaging trend directions are also featured.



Beauty Movements
Discover 8 Beauty Movements and Consumer Trends that are key for China today, and which will impact the market in the next years. Each movement also includes supporting seed examples to show their market potential.



Beauty Color Forecast
What are the not-to-miss make-up and nail color directions for the Chinese market? Discover the key cosmetics shades that will be trending. With concrete product development directions, this chapter will inspire early color development.



Colors & Concepts
What are the not-to-miss make-up and nail color directions for the Chinese market? Discover the key trending cosmetics shades. With concrete product development directions, this chapter will inspire early color development.



To spark new collection styling ideas, discover the original looks our team created, specifically for Chinese consumers. Our BEAUTYSTREAMS Studio Team is comprised of make-up artists, hair stylists, and nail artists from the Paris and Melbourne runway shows. This chapter also presents key product development implications for face, lips, eyes, and nails.

针对中国市场,有哪些不容错过的彩妆美甲的色彩方向?本章内容涵盖了 秋冬季的主要色彩趋势,包含具体的产品开发方向,这将帮助激发产品初期的色调开发 。


What are the key packaging directions that will appeal to Chinese consumers? This chapter presents trending shapes, typography, materials & textures, prints & graphics, and packaging color directions selected specifically for the Chinese market. Also included are actionable product examples.


For more information on this report: