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Psychological Analysis of Chinese Women When Buying Cosmetics

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DOI: 10.25236/edssr.2020.041


Suyang Li

Corresponding Author

Suyang Li


The 21st century is the age of the Internet, especially in China. During the covoid-19 period, people's lives are mainly supported by e-commerce. Therefore, e-commerce not only has brought a lot of commercial values in the new era but also driven the rise of a series of industries, and cosmetics is the most important one. However, more and more cosmetics industries emerge, but many of them just blindly making products without knowing the target groups and their preferences. Exploring the psychological activity of consumers will point the way for cosmetics companies in developing new products and promoting them. In the essay, SWOT analysis (Strengths, Weakness, Opportunities, Threats) will be applied. According to this essay we will know about the influencing factors when Chinese women are buying cosmetics, and this paper will also segment customers and analyze their mental activities when buying, and use three brands, high-end, middle and low-end, as examples to better demonstrate. Nowadays, China's total consumption has surpassed Japan to become the second largest cosmetics market after the United States. According to Shiseido, China's “core cosmetics population” stood at 100 million in 2010 and is expected to reach 400 million by 2020. Now more and more companies are seeing this opportunity and becoming more interested in the cosmetics industry and investing in it. However, most of the articles now are aiming at analyzing the marketing strategies or market researches of various cosmetics companies, but few of them analyze consumers. Whether cosmetics companies have effectively solved customers' troubles when buying and whether they have guessed customers' preferences should be the issue that the cosmetics industry should consider now. This essay will analyze the psychological factors affecting consumers when buying cosmetics, segment the client base, and provide case analysis to help enterprises determine customer groups, so as to develop targeted products.


Female, Cosmetics, Psychology