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SPACHINA STORY | 特别报道 Imported Spa Products in China


In China, all spa products used in resorts, hotels or spas in major cities are imported products, which occupy a special place in terms of face and high-level body treatment products. By Fifi Kao


tion, skin care and spa activity has already become a consumer trend. Nearly all spas-use products are imported, and their presence with original packaging have been a mark of high- end and professional services from the early days of the spa industry in China. At the same time, the demand from spa operators for more and better products keeps growing. As a result, it is very important to understand consumer attitudes and consumption behavior towards imported products. Based on the imported products used and


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sold in spas as a marketing channel, SpaChina together with SinoMedia’s market research department conducted a telephone and online survey among 1,686 China spa-goers (934 women and 752 men) from SinoMedia’s data- base and 86 spas. Then we conducted follow- up research on the new features in consumer trends and customer demands.


Demand Is Strong Imported products are 100% preferred in spas where a single treatment is priced at more than an average of RMB400. The survey shows that around 32% of women spa-goers will buy and constantly use the product back home after trying it in the spa. It is worth mention- ing that more and more men have begun to do skin-care. A total of 9% of men surveyed buy imported professional spa products when going to a spa. Men’s potential consumption ability should not be underestimated based on this trend. A total of 56% of respondents do not currently buy from spas because they have imported daily use chemical cosmetics bought through other channels at home. In other words, they desire to use professional products in spas and at home. (See chart 1-1) On the basis of product category, lotion and


body essential oils occupy 34.6%, the high- est proportion, followed by cleansing milk/ cleanser/ nutrition cream (including day cream and night cream). (See chart 1-2) The survey shows that imported skin care


40 | SpaChina • 2013


ith China’s economic development and the continuous improve- ment in people’s living standards, self-cultiva-


spa products with original packaging will still be the main target of consumers in the next five years. Body lotions, essential oils, face- cleansers not only share a high proportion of future buying intentions, but also keep rising, which reflects the fact that spa consumers focus on constant personal care.


Men usually Focus on Cleaning while Women Emphasize Personal Care Regarding the selection of products based upon efficacy, most male consumers choose cleans- ing products, and women pay more attention to skin care and maintenance. Cleansers are men’s first buying choice. Second is toning lotion and face essential oil. They like simple


one-stop products and are concerned about hair density, desiring a healthy scalp and root- ing to prevent alopecia. Women prefer to buy skin care products like nutrition creams, emul- sion and serum. (See chart 2-1) When choosing spa products, they most-


ly pay attention to efficacy in such areas as moisturizing, anti-aging, wrinkle removal and firming, skin whitening and blemish removal. Other functions like treatment for skin inflam- mation is not the highlight (breast enhance- ment and slimming products are also provided by some spas. They are not included in this survey). Above all, spa consumers care about skin problems caused by aging, which has something to do with the fact that currently most spa consumers in China are from 26 to


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