NPD Reports on Prestige Beauty Industry in China: Strongest Growth in Anti-Aging, Foundation, and Base Categories

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According to beauty market research conducted by The NPD Group, Inc., a leading market research company, in 2011, total prestige beauty* in China increased 21 percent, versus 2010. The skincare and makeup categories each showed healthy growth of 23 percent and 17 percent, respectively.

In prestige skincare, all the segments (face essence, face moisturizer, face basic care, eye, sun treatment, body, and all other: hair, lip, nail, etc.) had steady growth, with face essence (+25%) and moisturizer (+21%) taking the lead by capturing nearly half of skincare sales.

By attribute, anti-aging continued to play as the driving engine by taking half of the skincare category sales and posting a robust growth of nearly 27 percent in 2011, compared to 2010. Hydrating (+19%) and whitening (+15%) skincare also played a big role in category growth.

In prestige makeup, the face segment captured 59 percent of the category’s dollar share and increased 18 percent in dollar sales from 2010. Products that make the face look lighter and smoother like foundation and makeup base continued to play a key role in China. Foundation and makeup base led the face category, up 24 and 30 percent, respectively.

In addition to face products, lip helped drive the growth in makeup, up 26.5 percent in 2011. Lipstick sales grew 31 percent and lip gloss posted a 22 percent increase. On the other hand, sales of eye products were soft (up +6%) due to mascara’s sharp decline of -3 percent in dollars and the slower paced sales of eye shadow and eye liner.

*Prestige Beauty: skincare, makeup, and fragrance products sold mainly in department stores and Sephora stores in the top 10 cities in the mainland of China.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us, visit, or follow us Twitter at

For more information:
Dora Brunette
dora(dot)brunette(at)npd(dot)com, 516-625-6190


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Angela Liu

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