On Alibaba’s Tmall platform, the luxury beauty category in China has been growing at a rapidly pace, with the growth of gross merchandise value (GMV) hitting triple-digits compared to the previous year.

“As China’s middle class expands and the consumer becomes more affluent, the country’s appetite for designer brands and penchant for high-quality product are also rising… On Tmall, the growth rate of luxury beauty account is impressive,” ​said Jason Chen, general manager, Tmall Beauty.

Luxury beauty brands favoured by Chinese shoppers include brand such as Dior, Chanel, La Mer, Estée Lauder and Lancôme.

In terms of transaction value, consumers in the 35 to 45 age group are the highest spenders of high-end beauty products.

Their consumption more than tripled compared to last year due to the effects of the novel coronavirus (COVID-19) pandemic.

“A main reason for the sharp growth is due to the current international travel restriction, a large portion of China’s consumption of foreign branded high-end beauty products have migrated to online, instead of in a foreign country or at airport duty-free shops,” ​Chen explained.

However, the largest consumer group of luxury beauty consumers are the younger generation Z consumers in the first- and second-tier cities in China, such as Beijing and Shanghai.

Unlike older consumers who favour skin care products, Gen Z consumers are more interested in colour cosmetics which “help them to accentuate their individual personalities and unique styles”.

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