Is 2020 the year when you decide to overcome the complexities associated with global expansion and finally sell your beauty products overseas? If you’re ready to capitalise on the tremendous opportunities that exist outside of the UK, China could potentially be a very lucrative market for your brand.
Currently, beauty products of every kind, but specifically those offering anti-ageing benefits, are huge news in China. Keeping the signs of ageing at bay is the top priority for Chinese women, with the rapidly growing market for anti-ageing creams recently becoming the largest anywhere in the world.
One of the drivers of this meteoric market growth is the social media generation, who are showing an interest in age-prevention at a very early age. Many Chinese women in their 20s are spending a high proportion of their salaries on beauty products and see maintaining their physical appearance as an investment. In fact, anti-ageing products have become a higher priority for this group than other luxury goods such as handbags.
What type of anti-ageing products are popular?
Anti-ageing products are not only growing in popularity in China; they’re also extremely popular in any market that has an ageing population with disposable incomes and high consumer awareness of beauty products. While beauty is big business in the UK, that pales into insignificance when compared to the US, Japan and China.
The beauty products that are popular in these markets are much more diverse than just face creams. Hair dyes, facial massages, complex skin routines, food supplements and corrective and preventative procedures such as facelifts and Botox are all big business. There’s also a high demand for luxury spas that offer exclusive treatments and an emerging interest in high-tech beauty devices that can be used at home and in salons to detect and correct beauty issues.
Why are beauty brands flocking to China?
British brands, whether they’re vehicle makers or fashion companies, are perceived as prestigious by Chinese consumers, and that gives UK beauty products a valuable head start.
There are also distinct differences between the way anti-ageing treatments are approached in China and the West. In the UK and the US, beauty products form part of a positive self-care regime, with at least some effort to accept and celebrate beauty at every age. In China, their approach to beauty tends to be far more regimented, with a very small window of what’s considered ‘beautiful’ and a regrettable culture of age-shaming women.
Another important difference is the amount of time that Chinese women routinely invest in their daily skincare regimes. Skincare routines with multiple stages are commonplace, with many different products used. Chinese consumers also tend to be less cynical than those in the West of the claims made by beauty brands, which can make them easier to market and sell to.
The challenges of selling in China
Of course, selling in a market as large, culturally diverse and competitive as China also presents huge challenges to domestic brands. There are significant cultural and linguistic hurdles to overcome, with the localisation and translation of product information and marketing materials a priority. The beauty market is also extremely competitive and fast-moving. What’s hot one day is not the next, so UK beauty brands will have to be ready to innovate to keep up with the changing demands of Chinese consumers.
Preparing your beauty products for the Chinese market
At Linguistica International, we offer a full range of Chinese translation, localisation and copywriting services to make your brand look its best in this demanding market. Call 02392 987 765 or email firstname.lastname@example.org to discuss your requirements with our team.