Facial Mask Marketing in China

A chinese girl use facial mask

Opportunities, Analysis and Advice you have to know about Facial Mask Market

If you don’t know what’s going on in the facial mask market in China, you can’t say you work in the cosmetics industry.

Facial mask market is now the fastest developing market in cosmetics, 25% annual increase for about 10 years has developed the size of this market to 30 billion RMB in 2015!

growth rate of facial mask market in China
growth rate of facial mask market in China

With the change of the numbers, there are also some things changing invisibly.

1. Using facial mask has become a habit

The new generations of girls, or “80hou, 90hou”, have become the major groups of consumers in cosmetics. Compared with their parents, they are much more generous in cosmetics and open to new products and brands. Besides, with the increasing concern for the air pollution and seasonal changes of climate, facial mask has become a must for more and more girls.

Chinese girl using facial mask


2. Consumers are becoming professional

Consumers are always dazzled by endless array of facial mask brands. After trying many times, they are becoming more professional and on the other side, primitive promotion methods such as discount bombarding is facing a big problem of low efficiency.

3. Competition increases

At the same time, the facial mask brands are facing another problem: fierce competition. With 300 competitors, it’s very difficult for the low level players to make a real profit. And the selection of the market will push more and more low competitive brands out of the market. However, the competition in other sectors in cosmetics market can easily dwarf that in facial mask market.

A chinese girl use facial mask

So you will need two tools to improve the competitiveness for your brand.

1. Strong brand

A strong brand can help your customers make the decision fast among thousands of different brands.
On the last day of 2014, there was a piece of news in the facial mask market, 51% share of Carina Lau’s(Chinese star) personal facial mask brand has been purchased at 312 million RMB. The only difference between this brand and the others is the endorsement from the star!

Liujialing facial mask
Carina Lau facial mask

If you look at other sectors in cosmetics, such as Blemish Balm, Toner, only the endorsement from the star is far from enough for the brands to excel others, even together with a brand history and massive advertising.
But now in facial mask market, a little push can help you work out a successful brand, because most the competitors now are only focusing on the sales only! So in the future, those brands that have already started their branding will benefit from today’s work more and more.

2. Ecommerce channel support

Distribution channel is also a very important way to make difference from competitors. We know that negotiating with the store, shopping malls is a matter of time and money. But for small or new brand, how can they find a solution fast and effective?

The answer lies in the Ecommerce platforms.
The product features of facial mask decide that it’s very suitable for ecommerce promotion, because it has a considerable base of consumers; most consumers are connected with the internet; and they are used to shopping online. To reach and catch those consumers via ecommerce, an ecommerce friendly strategy is very important. It requires an integration of ecommerce store, selection of platforms and promotion on those platforms.

3. WeChat marketing

The platforms here not only refer to those big platforms such as Tmall, Taobao, Jumei or Lefeng, but also other media such as WeChat! It’s estimated there are 8 million individual WeChat users are selling facial mask! And according to the announcement from brands, the real number is far more than that! For example, one of the most popular brands on WeChat, Qiao Shi Sui, or “Choiskycn” claims that 3 million individuals are selling their facial mask on WeChat. After facial mask’s 1 year craze for the  WeChat, what is the future for this direct marketing?  With the impact of the lack of after sales service, piracy and adulteration, “Choiskycn” the brand mentioned before, has decided to suspend supplying the WeChat shoppers. It highlights the importance of a good strategy of the WeChat marketing. I personally strong believe the future of WeChat marketing, but a smart management is the key to make it as a booster for the brand instead of a saboteur for the brand.


To create and maintain a strong brand and ecommerce performance, the brand will need to have a uniformed online marketing plan including social media, SEO/SMO and ecommerce to maximize the effect of the brand. However, there are few brands doing this now, while most companies haven’t started their branding.
And for cosmetics brands in China, the bricks for a successful brand usually are the positive comments, experience shared from users, and regular reports. If you have decided to manage all these “bricks”, don’t hesitate contact me. I’ll be very glad to talk with you for your plan.


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