As the world’s second-largest beauty market, it is vital to keep up with the nuances of the Chinese beauty industry. In the era of social media, spending on appearances is generally perceived by the Chinese as an economic investment, not vanity.
Keeping up with today’s Chinese beauty consumers
Spending on health and beauty has become less of an indulgence but one of life’s necessities for Chinese consumers. This growing emphasis on beauty trends has spread out from the major cities, making tier three to tier five (developing cities) a more powerful segment in beauty consumption than in previous years. The trend is also especially relevant for Chinese gen Z, 60% of whom report having anxiety about their appearance, leading to a new term defining the trend: appearance anxiety.
Appearance anxiety is not limited to women, in many instances affecting young Chinese men just as much if not more than their
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