Beauty & Cosmetics in China 2023

Topics of the survey

• Beauty profile
• Decorative cosmetics
• Beauty care
• Brands
• Channels
• Inspiration & Trends
• Social media
• Beauty routines
• Beauty usage changes
• Natural cosmetics
• Characteristics & demographics

• Method: Online survey
• Survey name: Consumer Insights Beauty & Cosmetics in China
• Region: China
• Number of respondents: 1011
• Age of respondents: 16 to 77 years old
• Type of respondents: female residential online population who use decorative cosmetics or face care products
• Survey time period: 30 June 2023 to 08 July 2023

• Gender
• Age (generations)
• Annual household income – China

Beauty profile

• Which of the following statements about beauty in general do you agree with?
• How satisfied are you with your own appearance?
• Which of the following characteristics apply to your facial skin?
• Which of the following influences stress/damage your facial skin?
• We would like to know more about your appearance and usual styling. Which of the following applies to you?
• Please imagine that you are going to buy a new foundation. Which of the following colors fits your skin tone best?

• Which of the following statements regarding decorative cosmetics do you agree with?
• How often do you use the following face make-up products? / Tinted day creams, BB cream (beauty balm), CC cream (color control)
• How often do you use the following face make-up products? / Concealer
• How often do you use the following face make-up products? / Foundation
• How often do you use the following face make-up products? / Primer, Color corrector
• How often do you use the following face make-up products? / Bronzer, Contouring
• How often do you use the following face make-up products? / Highlighter
• How often do you use the following face make-up products? / Rouge, Blush
• How often do you use the following face make-up products? / Powder
• Recode based on "How often do you use the following face make-up products?"
• What criteria are important to you when buying face make-up?
• How many products in the field of facial make-up do you own?
• What effect would you like to see from using face make-up?
• How much do you spend on face make-up for yourself personally in a year?
• How often do you use the following decorative lip products? / Lipliner
• How often do you use the following decorative lip products? / Lipstick (incl. Liquid lipstick)
• How often do you use the following decorative lip products? / Lip gloss, Lip oil
• Recode based on "How often do you use the following decorative lip products?"
• How many products in the field of decorative lip products (lipstick, lip liner, lip gloss, etc.) do you own?
• How much do you personally spend on decorative lip products per year?
• How often do you use the following eye make-up products? / Mascara
• How often do you use the following eye make-up products? / Eyebrow pencil, powder, gel
• How often do you use the following eye make-up products? / Eye shadow
• How often do you use the following eye make-up products? / Eyeliner
• How often do you use the following eye make-up products? / Artificial eyelashes
• Recode based on "How often do you use the following eye make-up products?"
• How many products in the field of eye-make-up do you own?
• How much do you spend on eye make-up for yourself personally in a year?
• How often do you use nail products? / Nail polish
• How often do you use nail products? / Nail polish remover
• How often do you use nail products? / Artificial nails
• Recode based on "How often do you use nail products?"
• What criteria are important to you when buying nail products?
• How many nail products do you own?
• How much do you spend on nail products for yourself personally in a year?

• How often do you use the following face care products? / Lip balm
• How often do you use the following face care products? / Day cream
• How often do you use the following face care products? / Night cream
• How often do you use the following face care products? / Eye cream
• How often do you use the following face care products? / Face serum, Ampoules
• How often do you use the following face care products? / Facial Oil
• How often do you use the following face care products? / Face masks, healing clay
• How often do you use the following face care products? / Sunscreen (for the face)
• Recode based on "How often do you use the following face care products?"
• What criteria are important to you when buying facial care and facial cleansing products?
• What effect would you like to see from using face care products?
• How many products in the area of facial care do you own?
• How much do you spend on facial care products for yourself personally in a year?
• How often do you use the following face cleansing products? / Make-up remover wipes
• How often do you use the following face cleansing products? / Washable make-up remover pads and cloths
• How often do you use the following face cleansing products? / Facial toner, Micellar water
• How often do you use the following face cleansing products? / Cleansing milk, gel, foam
• How often do you use the following face cleansing products? / Anti-pimple products
• How often do you use the following face cleansing products? / Soap bar
• Recode based on "How often do you use the following face cleansing products?"
• How many products in the facial cleanser category do you own?
• How much do you spend on facial cleansers for yourself personally in a year?

• What are reasons for you to change your usual beauty brand?
• Which of the following facial care brands have you purchased in the last 12 months?
• Which of the following brands in the field of decorative cosmetics have you purchased in the last 12 months?
• Which of the following brands in nail polish have you bought in the last 12 months?

• Where do you usually buy beauty products?
• Which online suppliers of beauty and care products have you shopped with in the last 12 months?

• In the last 12 months, where did you become aware of beauty/care products that you later purchased?
• Which beauty/fashion/lifestyle magazines have you read in the last 12 months? Please think of print and online editions.
• Do you use unisex beauty products, that are marketed to all genders and aren't made for one gender specifically?
• Recode based on "Do you use unisex beauty products, that are marketed to all genders and aren't made for one gender specifically?"
• Have you ever tried the skin-care routine Skin Cycling?
• Recode based on "Have you ever tried the skin-care routine Skin Cycling?"

• Which of the following statements about beauty & social media do you agree with?
• What social media platforms do you use regularly? This does not include instant messengers such as WhatsApp.
• Recode based on "What social media platforms do you use regularly? This does not include instant messengers such as WhatsApp. "
• Which types of beauty and personal care related content have you recently watched on video platforms and social media?
• Recode based on "Which types of beauty and personal care related content have you recently watched on video platforms and social media?"

• Which of the following statements about your beauty routines do you agree with?
• How much time do you usually take for your make-up routine?
• How much time do you usually set aside each week for grooming rituals? Please think of things like lotion application, hair removal, face masks, nail care, etc.
• Recode based on "How frequently do you visit the following beauty-related service provider?"
• How frequently do you visit the following beauty-related service provider? / Nail studio
• How frequently do you visit the following beauty-related service provider? / Hair dresser/studio
• How frequently do you visit the following beauty-related service provider? / Makeup artist
• How frequently do you visit the following beauty-related service provider? / Wellness & Spa facility
• How frequently do you visit the following beauty-related service provider? / Tanning studio
• How frequently do you visit the following beauty-related service provider? / Massage studio

• Which of these statements apply to you when you consider your everyday life in the past 12 months?
• How has your frequency of use of the following product cateogories changed recently? / Face make-up
• How has your frequency of use of the following product cateogories changed recently? / Decorative lip care
• How has your frequency of use of the following product cateogories changed recently? / Eye make-up
• How has your frequency of use of the following product cateogories changed recently? / Nail polish
• How has your frequency of use of the following product cateogories changed recently? / Face care
• How has your frequency of use of the following product cateogories changed recently? / Facial cleanser

• Which of these statements about natural cosmetics do you agree with?
• Here you can see sustainable aspects of cosmetic products. Which of these do you pay particular attention to when buying?
• Have you purchased natural cosmetics in the last 12 months?
• In which of the following product categories have you chosen to purchase natural cosmetics in the past 12 months?
• Why do you buy natural cosmetics?
• Where have you purchased natural cosmetics in the last 12 months?
• What is the main reason why you would not buy natural cosmetic products?

• What is your gender?
• How old are you?
• What is your marital status?
• Do you consider yourself part of the LGBTQ+ community?
• Which of the following best describes you?
• Recode based on "Where do you currently live?"
• Where do you currently live?
• What is the highest level of education you have completed?
• Which of the following categories best describes your current employment status?
• Recode based on "Which of the following categories best describes your current employment status?"
• If you add up everything: About how high is the annual gross income that your total household has at its disposal, before tax and contributions?
• How big is the town you live in?
• In what type of community do you live?
• What is your current living situation (main residence)?
• Recode based on "What is your current living situation (main residence)?"
• How many people – including yourself and all children – permanently live in your household?
• How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not?
• How old are the children and teenagers who permanently live in your household, no matter if they are your natural children or not?
• Who do you currently live with?
• Recode based on "How many people – including yourself and all children – permanently live in your household?"
• Recode based on "Who do you currently live with?"
• Out of the following list, which are the 3 most important aspects to you in life?
• Where would you place yourself on a scale from left to right?
• What topics are you personally interested in?