• Home
  • About
  • Reports
  • Events
Luxury Conversation
  • Home
  • About
  • Reports
  • Events
Luxury Conversation
No Result
View All Result

Video-Call Make-Up and Facemask Fashion: China’s New Beauty Trends Analysed in LuxePulse

Reuter Intelligence, the research division of Reuter Communications, publishes a quarterly market analysis of beauty, fashion and hospitality industries: LuxePulse. The upcoming LuxePulse Beauty reveals how, out of this year’s crisis, beauty brands have fared best, able to still meet the demands of their consumerbase – even during times of home-quarantine.

LuxePulse contains a market scan of new retail activity, influencer and celebrity collaborations, reports from outside agencies, and more. This excerpt looks at how beauty responded to yet another ‘new normal’ in the social landscape:

The COVID-19 outbreak has had a profound impact on sectors across the board and beauty is no different. Mandatory quarantines and temporary closure of offices, stores, restaurants and entertainment facilities coupled with the rise of new video-led work and life styles have all contributed to consumers’ shifting demand and use of beauty products.

Due to mandatory self-quarantines across the country during COVID-19, consumers have deprioritized the use of colour cosmetics and fragrances. Even as workers are returning to their offices, the fact that face masks are required, makeup is likely to experience a slow recovery.

On the bright side, younger consumers have found new usage occasions for makeup. New work and life styles have emerged led by video conferencing and live-streaming. As a consequence, people are searching and posting about how to do makeup when wearing face masks. Face mask make up styles are trending across China’s main social media channels. On Weibo, #must-haves for face mask makeup# (#口罩妆出门必备#) has been included in over 47,000 discussions and viewed over 100 million times. On the social commerce platform RED, #face mask half-face makeup (#口罩半面妆) has been used by over 15,000 users and viewed close 10 million times. On the short-video platform Douyin, #face mask makeup (#口罩妆) has been viewed 8.92 million times. All figures are as of March 12, 2020. M.A.C Cosmetics launched a face mask eye makeup competition under the hashtag #eye brows in face masks# (#口罩战疫画眉点睛#), however after negative consumer feedback, the brand swiftly deleted the post and cancelled the campaign.

Being home-based means more video calls, which has shifted beauty consumer’s perspective on home make-up. On Weibo #开视频会议前你会梳洗打扮吗 is a discussion about whether you would put makeup on when you have video conference at home. It has 3.03 million views and 66 active discussions.

And while people may be confined in their homes, it is no reason to look drab. The Weibo hashtag for indoor fashion tips #宅家穿搭指南# has been included in 63,000 discussions and viewed over 230 million times. The RED hashtag #好看有效的口罩 enables users to share good looking and effective face masks clocking up over 15 million views. As many people are returning to offices, the Weibo hashtag #复工初春口罩穿搭# offers back-to-work spring styling tips for face masks. The trending hashtag has been viewed over 18 million times.

Additionally, For Valentine’s Day on 14 February, the Weibo hashtag #Valentine’s Day online dating make up# (#情人节云约会妆#) has been included in over 60,000 discussions and viewed 160 million times. Many brands from Judy Doll to NYX to Lancôme and Bobbi Brown benefited from the hashtag as products were included in makeup tutorials.

For fragrance, the occasions for usage have dramatically decreased due to self-isolation, office closures, as well as the number of food and beverage outlets and shops being shut. In addition, the frequent application of disinfectant liquids and sprays have contributed to the decline in fragrance use. However, as workers return to offices,

Skin care is a category that has gained more of consumers’ attention. Not only is the weather still cold and dry in many parts of China, the increased disinfectant and face mask usage as well as the extended period of time spent indoors with limited exercise, may have led to increased skin problems. On Weibo, the hashtag #how to care for skin at home# (#宅在家是怎么护肤的#) has been included in over 25,000 discussions and viewed over 54 million times. On RED, a similar hashtag (#宅家护肤记录) has been viewed over 25 million times. On Douyin, home-based skincare tips hashtag #宅家护肤秘诀 has been viewed 126,000 times. Alibaba’s e-commerce platform Tmall showed a 50% decrease in cosmetic and skincare products in January, but by February facial care, masks, and lip care, among others had rebounded.

To subscribe to LuxePulse, email research (at) reutercomms (dot) com.

Reuter Intelligence also sends a free, weekly China Luxury Briefing newsletter, with a round-up from across luxury industries in China – email the same address to subscribe.

Photo credit: SCMP
Download Best WordPress Themes Free Download
Download WordPress Themes Free
Download Premium WordPress Themes Free
Download WordPress Themes
ZG93bmxvYWQgbHluZGEgY291cnNlIGZyZWU=
download mobile firmware
Download Best WordPress Themes Free Download
udemy paid course free download
Facebook LinkedIn Instagram Twitter

TRENDING NEWS

As China’s borders open, what does the new Chinese consumer look like?
Analysis

As China’s borders open, what does the new Chinese consumer look like?

by Luxury Conversation
January 16, 2023
China opens its borders today! Are you ready?
Analysis

China opens its borders today! Are you ready?

by Luxury Conversation
January 8, 2023
China Luxury Briefing Monthly Roundup – November
Trends

China Luxury Briefing Monthly Roundup – November

by Luxury Conversation
November 29, 2022
By China, For the World: Mytheresa Champions the New Generation of Chinese Designers
In Conversation

By China, For the World: Mytheresa Champions the New Generation of Chinese Designers

by Luxury Conversation
November 18, 2022
China Luxury Briefing Monthly Roundup – October
Trends

China Luxury Briefing Monthly Roundup – October

by Luxury Conversation
October 29, 2022

‌The Luxury Conversation is a platform for luxury professionals to connect, share and discuss Asia’s luxury industry and its rapidly evolving affluent consumers.

The Luxury Conversation is an initiative by Gusto Luxe, a leading marketing solutions firm for a digital-first era, part of Asia’s first ‘brandtech’ holding group Gusto Collective, whose mission is to bring together the best-in-class marketing and digital agencies with tech firms.

To get in touch, email us at hello@luxuryconversation.com

  • Facebook
  • Twitter
  • Wechat
  • LinkedIn
  • Instagram
    • About
    • Privacy Policy

    © 2018 Copyright Luxury Conversation

    Download WordPress Themes
    Download Premium WordPress Themes Free
    Premium WordPress Themes Download
    Download Nulled WordPress Themes
    udemy course download free
    download coolpad firmware
    Download WordPress Themes Free
    udemy course download free
    No Result
    View All Result
    • Home
    • About
    • Reports
    • Events

    © 2022 Copyright Luxury Conversation

    Login

    Register | Lost your password?

    Register

    This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

    Log In | Lost your password?

    Reset Password

    Lost your password? Please enter your username or email address. You will receive a link to create a new password via email.

    Log In | Register

    [quform id=”1″ name=”RSVP”]