Chinese Consumers Move to E-tail for Beauty Shopping

Chinese Consumers Move to E-tail for Beauty Shopping Allison Collins The Chinese beauty consumer is migrating to the Internet. The country is poised to become the largest beauty market in the world by 2020, according to a recent report by L2. On top of that, Chinese consumers are shopping in increasingly digital manners — think e-tail — and makeup sales in the traditionally skin-care dominated region are starting to pick up. Shoppers are also seeking more expensive products than before and gravitating toward the prestige end of the spectrum, according to the report. That combination of factors presents an opportunity for companies who are able to leverage their digital skills to access the Chinese consumer online. "Beauty is one of the most shopped online categories in China," said Danielle Bailey, head of Asia-Pacific research for L2. "If you look at look how in the last three to five years the online penetration for beauty has grown, it's been significant. "What we find is that consumers prefer to shop for these goods on e-tailer platforms, places like Tmall and JD…they want access to a broad array and selection of products — they are also looking to shop across multiple brands, which these e-tailer platforms supply," Bailey said. Plus, when Chinese consumers travel, especially to Follow WWD on Twitter or become a fan on Facebook. Read More... Fashion 3