Natural is the new black for Chinese consumers, with recent research showing the world’s second largest market is increasingly trading up from mass market products to those with organic and natural ingredients.
Nowhere is this more evident than in the cosmetics market where more Chinese consumers than ever are opting for ‘green’ brands that offer natural, organic and sustainable products. A survey last year by Morgan Stanley, for example, showed that 84% of Chinese respondents said they planned to buy premium, natural skincare and makeup brands in the coming year.
Elizabeth Barbalich, CEO of New Zealand scientifically validated organic beauty brand Antipodes Nature, says it’s understandable that Chinese women would look to cosmetics with natural ingredients for their healing and energising properties.
“This type of consumer behaviour derives from holistic approach of Chinese culture, which makes the link between health and beauty,” says Elizabeth. “Traditional Chinese medicine, for example, has focused on the use of natural ingredients to cure ailments and promote health and beauty for centuries.”
Along with rapid urbanisation and higher disposable incomes, Chinese consumers are now among some of the world’s biggest spenders and Antipodes is a favourite with Chinese women seeking natural beauty options.
Antipodes has been selling online into the Chinese market since mid-2015 and, says Elizabeth, one of its most popular natural products is the Kiwi Seed Oil Eye Cream.
“Chinese consumers love this luscious yet light eye cream which combines Vitamin C from New Zealand kiwifruit, along with avocado oil and the secret ingredient in natural anti-ageing science, Vinanza grape, which is found only in New Zealand and contains supercharged antioxidants which have been shown to address the signs of ageing by two independent organisations – NZ Extracts and the NZ Government’s pastoral R&D company, Ag Research.”
Another natural Antipodes product winning favour with Chinese consumers is Apostle Skin-Brightening Serum, whose use of exfoliating enzymes from the superfruit kiwifruit and soothing Vinanza Oxifed from pinot noir grapes, as well as mamuka black fern and Waiwera artisan water, promotes healthy cell renewal for true fresh-based beauty.
“We were also excited to introduce Antipodes® new range of Moisture-Boost lipsticks into China, 12 natural shades which are so healthy you can almost eat them!”
Elizabeth was inspired to create the healthy Moisture-Boost range when she discovered that, over a lifetime, a woman may ingest as much as three kilograms of lipstick, either absorbed through the lips or while eating or drinking.
“These natural lipsticks are superior to others on the market because the natural, edible ingredients mean they are safe to wear every day.”
These ingredients include pure plant oil extracted from Nature’s superfoods: avocado pear, calendula flower and evening primrose seed, as well as argan nut, healthy, moisturising bioactives, beeswax, hydrating shea butter, jojoba oil and Vitamin E for extra lip nourishment.