Special Report: Chinese Consumer Mindset Shifts

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.

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.