Bodycare - China - June 2015
“The reason for not using bodycare products is not only related with consumer perceptions but also about the bodycare product itself. In order to encourage females to purchase their initial bodycare products and get in the habit of using them, companies and brands need to do more in terms of product innovation as well as marketing activities. International brands, on the other hand, also need to go further to better satisfy female consumers so as to stand out and earn more profit.” - Yujing Li, Senior Research Analyst.
When purchasing bodycare products, consumers are still mainly driven by price rather than brand, suggesting they are practical but less sophisticated than facial skincare. Despite having high expectations of ideal body skin condition, there are still a lot of hesitations before purchase.
This requires brands to help people build confidence to use. In addition, providing multifunctional products is a better strategy for the current market as this not only brings the convenience people want, but can also make the product better value for money.