After 30 years' cultivation and development of reform and opening up, China has become the second largest cosmetics market in Asia and the eighth largest cosmetics market in the world, and the brand competition pattern has been formed. In China cosmetics market, the middle and high-end markets are basically occupied by foreign capital and joint ventures, and several international giants such as L 'Oreal, Procter & Gamble, Shiseido and Estee Lauder have formed oligopoly competition.
Experts predict that despite the global economic slowdown and financial crisis in 2008, the total sales of cosmetics in China in 2009 can still reach 80 billion yuan. The main target of these products is white-collar workers, and the main growth force comes from skin care products and cosmetics.
Since 2008, in the face of fierce competition between international brands and local brands in the women's skin care and maintenance market, the potentially huge market of men's daily chemical products, which had been seriously ignored by the daily chemical industry, began to emerge and was launched by major brands.