China Cosmetics Market Brand Tracking Report: Top of Mind, Aided & Unaided Awareness, NPS Scores and Emotional Analysis-2024

China Cosmetics Brand Perception Analysis

The cosmetics market in China has experienced remarkable growth over the past decade, driven by increased disposable incomes, urbanization, and a more beauty-conscious consumer base. Domestic brands have gained significant traction in brand recognition and consumer loyalty, positioning themselves to compete effectively with global names. Analyzing brand perception through metrics such as Top-of-Mind (TOM) recall, aided recall, unaided recall, and Net Promoter Scores (NPS) offers essential insights into consumer preferences and market dynamics.

Methodology

The China Cosmetics Brand Perception study utilizes a mixed-method research design that integrates quantitative surveys and qualitative focus groups to capture both statistical trends and in-depth consumer insights. The quantitative component involves surveying 2,000 respondents across Tier 1, Tier 2, and Tier 3 cities to ensure geographic diversity. Participants are segmented by age groups: 18–24 (Gen Z – 30%), 25–34 (Millennials – 35%), 35–44 (Gen X – 20%), and 45+ (Mature consumers – 15%), encompassing both male (35%) and female (65%) consumers. Selection criteria focus on individuals who are active cosmetics users, defined as those who purchase at least once every three months.

The study assesses various factors, including brand awareness (unaided, aided, and top-of-mind recall), purchase drivers such as quality, price, packaging, and influencer endorsement, as well as emotional connection, perceived brand authenticity, and sustainability image. Additionally, qualitative depth interviews (n=40) and six online focus group discussions are conducted to delve deeper into nuanced perceptions, cultural preferences, and the impact of brand storytelling.

Data collection employs diverse methods, including online panels, sentiment analysis from social media, and in-store intercepts. Statistical tools such as factor analysis and brand equity scoring are utilized to quantify perception gaps and identify opportunities. The fieldwork is conducted over a span of six weeks, adhering strictly to ESOMAR ethical research guidelines to ensure the validity and reliability of the findings.

Top-of-Mind Recall (TOM) indicates the first brand that consumers associate with cosmetics, serving as a strong measure of brand salience and marketing effectiveness. Leading Chinese brands like Perfect Diary, Florasis (Hua Xi Zi), and Herborist frequently rank high in TOM recall. Perfect Diary has particularly excelled by employing aggressive digital marketing and influencer collaborations, becoming the preferred choice for many younger Chinese consumers seeking affordable, trendy cosmetics.

Aided Recall evaluates brand recognition when consumers are provided with a list of names, typically resulting in higher recognition rates than unaided recall, as it prompts consumer memory. Brands such as Inoherb, Marubi, and Chando demonstrate strong aided recall figures, suggesting a solid market presence even if their unaided recall is lower compared to leaders like Perfect Diary or Florasis.

Unaided Recall requires consumers to list brands without any prompts, reflecting stronger brand equity. In this regard, Perfect Diary stands out again, alongside Colorkey and Judydoll, which are recognized for their accessible pricing and trendy product offerings that resonate well with younger demographics.

Net Promoter Score (NPS) measures customer loyalty and the propensity to recommend a brand. Among Chinese cosmetics brands, Florasis and Herborist exhibit the highest NPS scores, indicating strong consumer trust and satisfaction derived from their emphasis on natural ingredients and a blend of traditional Chinese beauty philosophies with modern aesthetics. Although Perfect Diary boasts a robust NPS, it is slightly lower, suggestive of its mass-market strategy where competition and product variability may influence consumer loyalty.

As the landscape continues to evolve, consumers are increasingly seeking transparency, sustainability, and product effectiveness. Chinese brands have embraced technology and social commerce platforms such as TikTok (Douyin) and Little Red Book (Xiaohongshu) to build engaged communities. Brand storytelling that incorporates Chinese culture and heritage enhances emotional connections, resulting in higher NPS scores.

Nevertheless, challenges persist. The cosmetics market is highly competitive, and shifting consumer expectations necessitate continuous innovation. Certain brands encounter perception challenges related to product quality or ingredient safety, which may impact unaided recall and NPS. International brands retain prestige in select segments, notably luxury cosmetics, but local brands are narrowing the gap with improvements in quality and marketing sophistication.

Extended Analysis – Emotional Connection & Perception vs. Positioning

In the Chinese cosmetics market, emotional connection has emerged as a significant driver of consumer loyalty, often outweighing price and functional benefits. Brands such as Florasis and Herborist have excelled by integrating traditional Chinese culture, heritage, and symbolism into their product designs and marketing narratives. This approach fosters a sense of pride and authenticity that resonates with culturally aware consumers. Perfect Diary, a leader in brand recall, builds emotional connections through its emphasis on inclusivity, affordability, and trend-driven campaigns tailored to young, fashion-conscious buyers.

However, emotional connections in fast-moving consumer goods can be fragile. Trend-oriented brands like Colorkey and Judydoll generate excitement and rapid adoption; yet, their loyalty may diminish if trends change. In contrast, heritage brands like Pechoin maintain strong emotional bonds with older generations but may struggle to engage Gen Z unless they update their brand storytelling.

When evaluating perception versus brand positioning, some brands closely align with their intended images, while others experience gaps. Florasis is positioned as premium, artisanal, and culturally inspired, with consumer perception largely reflecting this image. Perfect Diary aims to be seen as accessible and stylish, but perceptions sometimes skew more towards “mass-market” rather than “premium fashion.” Brands like Inoherb and Marubi market themselves as affordable, quality-driven skincare solutions; consumer perceptions generally align with this, though there are instances where innovation may be underestimated. This alignment or misalignment affects not only brand equity but also pricing power and competitive resilience.

In conclusion, Chinese cosmetics brands exhibit a diverse yet generally strong perception profile. Perfect Diary leads in top-of-mind awareness and unaided recall, while Florasis and Herborist excel in customer loyalty and NPS. Aided recall is more evenly spread across a wider range of brands, indicating a competitive and dynamic marketplace. As innovation and consumer education continue to advance, Chinese cosmetics brands are well-positioned to further enhance consumer trust and loyalty, solidifying their domestic dominance while expanding into international markets.