Key lessons from Chinese brands who survived the impact of coronavirus

by Cosmetics Business

This article was originally published on COSMETICS BUSINESS.

As life in China makes a return to normality, beauty brands are reflecting on the successes of the past few months – and surveying the damage. But what can outsiders learn from the country's highs and lows?

The impact of the coronavirus (Covid-19) has left cosmetics companies in a state of limbo as many have been forced to temporarily close their stores and capitalise on online sales.

Now eyes are turning to China, the epicentre of the virus outbreak, for a glimpse into what the future could hold for beauty brands operating in the West.

Elena Gatti, Managing Director of Azoya EU, a China cross-border e-commerce specialist, talks to Cosmetics Business about the post-Covid landscape in China and what the key takeaways are for beauty brands still at the mercy of the virus elsewhere...

What was it like for Chinese beauty retailers and beauty brands during the height of the Covid-19 outbreak in China?

The demand for cosmetics declined sharply because no one was going outside, so there was no need to put on makeup. Demand for skin care remained more stable as women still use skin care products at home.

In China, the majority of sales come from skin care products, not cosmetics.

Both online and offline merchants adjusted strategies to allocate more resources to online marketing and livestreaming e-commerce.  Read More at Cosmetics Business.