The transition from summer to autumn has led to an evolution of personal care trends on Xiaohongshu, a centrepiece of China’s fashion beauty scene. Based on newly reported statistics, in this article Dao Insights assembles trends eagerly sought after by Xiaohongshu’s shrewd demographics, in sections including body care, beauty care and beauty devices, and delves into the consumer insights under more specific subcategories from each section.
Searches for body care and related topics have seen a spike since the arrival of September after a gradual upward trend since July. This follows the trajectory observed in the same period last year, where relevant searches climbed up by 30% in the second half of the year compared to the first six months.
Body lotion and hand cream appear to be the most coveted items around this time of year, as hinted by the doubled increase in body lotion in H2 2022 and a 150% increase in hand cream products. In terms of functionalities, whitening, fragrance, and moisturising are the most desired. Dry and flaky skin, which is a common consumer pain-point in the autumn season also dominated searches.
Body whitening has become the no.1 capability consumers look for in body lotions, with demand for this feature usually peaking in August. However, interest for lingering scents on the body also picked up steam towards the end of August and continued to grow in popularity throughout October, reaching its peak in November. Demand for body moisturising, on the other hand, normally builds up enthusiasm in September and spikes in October as the country enters deep autumn.
Facial masks are the biggest winner, which is deemed as “a quick and highly efficient” solution to dry and taut texture of the facial area. Consumers have been paying more attention to the material of masks amid the market upgrade, resulting in a 65% year-on-year increase in searches for keywords such as “sheet masks” in the first half of 2023, with those affording “breathability” being the most yearned for.
Biodegradable masks continue to grow momentum after an increase of 96% year-on-year in the past 6 months. The occurrence reflects the growing concerns towards the environmental impacts amongst the young demographics of consumers and sustainable consumption remains as a core consideration in their decision making.
Meanwhile, male consumers have shown an increasing appetite for such products, placing facial masks in one of the top 3 most desired skincare items after facial foam and toner. In addition, intensive repair for skin conditions such as sensitive skin, acne-prone skin and oily skin, also draws in growing consumer interest, propelling searches for relevant keywords to hike by 716% compared to the same period in 2022.
Wearable beauty devices, such as facial mask devices, have been gaining traction in the first half of 2023, witnessing a 262% increase year-on-year. This is coupled with a 313% growth in relevant content on Xiaohongshu.
The burgeoning consumer interest in such products is thanks to the innovative design that enables skin and beauty care treatment in various life settings, such as resting in bed, watching TV, doing housework, working out or winding down with one’s mobile phone. This caters to the consumer pursuit of both novel experience and diverse user scenarios.
Devices that provide effective solutions for acne removal, skin repair and whitening gained most attention. These products are particularly endorsed by users who define themselves as “lazy”, due to its portable feature that allows effortless skincare whenever and wherever.