Demand triggers segmentation and premiumization
The personal care category continued to expand, reflecting the interests and the financial wellbeing of China's widening middle-class. Personal care brands were among the most adept at ecommerce.
Brands introduced more benefits with line extensions in sectors like skin care. Segmentation resulted in more products for babies, children and men. Premiumization continued as more discriminating consumers sought high-quality products.
Concerned about product safety, especially the potentially deleterious effects of chemicals, consumers preferred products and brands with healthy and natural ingredients that inspired trust.
Meanwhile, international players such as P&G, Unilever and L'Oreal dominated the personal care category with both their own brands and local acquisitions. Dabao, a famous local skin care brand, is owned by J&J. Unilever owns the local toothpaste brand Zhong Hua. Both brands are ranked in the BrandZ™ China Top 100.