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Mintel Senior Beauty Analyst Laurie Du was invited to participate in the 3rd Cosmetics Product Managers Conference hosted by China International Beauty Expo (CIBE) where she shared an insight report themed “Global Beauty Market after the Pandemic”.

The theme of this year’s Cosmetics Product Manager Conference is “User-Driven Innovation”, focusing on how, in the era of consumer sovereignty, to co-create with users, and push for innovations in meeting consumer demand, product development, packaging design, product operation and marketing, and lastly to drive product innovation with reverse engineering.

In her speech, Laurie Du focused on the following points:

All Around Health
According to Mintel data, 75% of Chinese consumers interviewed use hand-sanitizing products almost every day. Mintel Global New Product Database (GNPD) shows that in the first and second quarters of 2020, 81% of hand-sanitizing products claim to be anti-bacterial. In terms of the texture of hand-sanitizing products, gel is 35% higher than spray (11%) and foam (2%). Meanwhile, 67% of Chinese consumers said that eating healthy has become more important, and 73% believe that exercise and fitness have become more important. Therefore, brands should try to communicate with consumers using a holistic approach.

Adapt to Home Life
Due to the special circumstances, the home living scenarios have increased. Mintel data shows that 56% of Chinese consumers are following the online fitness tutorials during the pandemic. Undoubtedly, for the convenience of consumers, brand owners can consider targeted subscription services, products suitable for slow beauty and light makeup.

Ethics and Environment
Mintel data shows that in South Korea, 89% of companies have seen an increase in sales after receiving environmental certification, and 91% of Chinese consumers agree that “spreading positive energy for society is a responsibility”. Brand owners can actively promote environmental protection innovation in packaging, and even embody the concept of “purity” in a multi-dimensional way.