1. Amid Stagnant Makeup Market 3-Minute Beauty Trends Chinese Brands: Packaging Strategies Campbell Lin in Shanghai, MeasureCommerce May 28, 2021 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Source: MeasureCommerce Dashboard Since the beginning of the Covid-19 pandemic in early 2020, demands for colour makeup products by Chinese consumers have significantly decreased, and the overall Chinese colour makeup market until today is at a stagnant state. According to our MeasureCommerce data dashboard, since last August the online makeup market in China has shown negative year-over-year monthly growth rates.

2. If we compare the most recent 12 months ending in April 2021 to the proceeding 12 months, the online colour makeup market contracted by 1 billion CNY, a 1% decrease. Even during the difficult time for the colour makeup market, a few Chinese local brands are showing contrary trends. While these brands might not be direct competitors with well-known global brands like Dior or Armani, their products have one thing in common: chic packaging. By incorporating cute little patterns or characters into the designs containers and cases, these brands target young female Chinese consumers who fall for adorable and pretty items. Source: Amortals' Tmall Flagship Store Source: Flower Knows' Xiaohongshu Post Makeup products, such as lipstick and pressed powder by Flower Knows (花知晓) are designed with a retro Chinese style to micmic the elegance of makeup products in the ancient China. Patterns of traditional Chinese flowers, such as yulan magnolia (玉兰花) and camellia (山茶花), and kingfisher birds (翠鸟) are engraved in product cases. Source: Flortte's Tmall Flagship Store Source: Flortte's Tmall Flagship Store Chinese Brands: Packaging Strategies Amid Stagnant Makeup Market 3-Minute Beauty Trends

3. In addition, these decorations are also minted onto the actual lipstick sticks and pressed powder cakes, creating an even more delicate product presentation. On the other hand, Amortals (尔⽊萄) and Flortte (花洛莉亚)print simple and cute-looking patterns onto their eye shadow palette cases, making the normally plain-looking transparent lid a bit more so-called "Instagramable style". Amortals prints pixel icons onto their shadow palettes, while Flortte goes even bolder by directly calling "chic chic" on the eye shadow cases. Not only does the latter brand mix and match colourful emojis and icons, but also it also adds plog (photo blog) inspired phrases into the design, turning makeup into a more entertaining and joyful experience. On Xiaohongshu (小红书), it is not hard to find posts and comments discussing the attractive appearances of these chic makeup products. While some question the quality of the actual makeup products, they still think the affordable price tags are reasonable for the product values, both the packaging designs and the product itself. Source: _dudu. on Xiaohongshu Post: Flortte's eye shadow palettes are so cute! Comments: #teenage girl #can't control my hand Source: 牛奶味的波妞 on Xiaohongshu Post: The engraves and atterns on Flower Knows are so fancy! Comments: #protect your wallet #good looking For more beauty market updates and trends in China • Visit MeasureCommerce’s website • Subscribe to MeasureCommerce’s newsletter • Contact us at contact@measurecommerce.ai • Follow MeasureCommerce on LinkedIn • Follow MeasureCommerce on WeChat Chinese Brands: Packaging Strategies Amid Stagnant Makeup Market 3-Minute Beauty Trends