The three-day event which ended on Sep 3 was held in conjunction with international brands including Swisse, Floreve, Biocyte and Esthe Pro Labo.
Tmall said the event had ended on a blast. Sales accumulated during the event was the second highest in the last twelve months.
Sales reaped on the first day of the event was also higher than this year’s “618” dragon boat festival.
Following the Super Brand Day, Tmall published a report that summarised consumption trends.
According to the report, the French and Japanese nutricosmetics were the best performers for this year’s Super Brand Day.
Sales of Biocyte, a French nutricosmetics brand, was 60 times higher than that of last year.
The Japanese products trailed behind, with sales of Pola rising by 30 times, while Esthe Prolabo’s “Seven factor Gelee” collagen product was sold out within 24 hours of the event.
Consumer demographics
Nutricosmetics are most popular with consumers between the age of 26 to 30, according to a separate report by Tmall.
This group of consumers made up 43% of the total number of consumers.
In addition, more than 30% of consumers aged 26 and above said they had bought nutricosmetics on several occasions within a year.
Nutricosmetics is also attracting a younger crowd, with nearly 15% of consumers aged 18 and below said they had bought nutricosmetics on two occasions in the past one year.
In addition, the survey also found that males made up 15% of the total number of consumers.
Consumer concerns
Beauty concerns varied across different age groups.
For consumers aged 20 years old, weight management, in particular, achieving a smaller calf, is their top priority.
For consumers aged 20 to 24, achieving a lighter skin tone is of the utmost concern. As such, whitening pills are their favourites.
Those aged 25 and above would be more concerned about maintaining skin elasticity, hence, they would tend to spend on collagen.
Reasons for spending
An individual’s monthly income would not affect their decision to spend on nutricosmetics, said the report.
Instead, consumers' understanding of nutricosmetics is more likely to influence their decision to spend.
47.3% of the consumers said that their budget on nutricosmetics was around RMB$200.
The barriers to entering the nutricosmetics industry remained high, with a handful of well-established brands dominating the industry, the report noted.
