Communism, lipstick and self-esteem: How to appeal to China's millennials

Published: 20-Mar-2018
Colour Cosmetics Skin Care Marketing

One of the beauty industry's most profitable regions, Wang Fangqing explores how Chinese millennials have some serious spending power

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When looking at the future of the mainland China beauty market, the key demographic for brands to look to are Chinese millennials.

Not only are they young – so have years of shopping ahead of them – they are prepared to spend generously on high-end products.

According to the German research firm GFK sales of luxury cosmetics in Chinese department stores grew by 64% in the first half of 2017, compared 56% year-on-year for the whole of 2016.

Meanwhile, sales growth for

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