Driven by the surging popularity of outdoor activities and heightened awareness of UVA and UVB radiation risks, China’s sunscreen market is expanding rapidly, outstripping the overall beauty sector’s growth.
In response to burgeoning demand, sunscreen brands are innovating their formulas to cater to Chinese consumers. New offerings range from sensitive-skin friendly and alcohol-free options to products that provide blue-light protection with integrated skincare benefits.
“Brands are experimenting with how to combine skincare into UV (products), such as adding antioxidant ingredients to maximize the anti-sun aging efficacy,” says Allie Rooke, brand strategist at Clean Beauty Asia, who helps cruelty-free brands enter the Chinese market.
However, as market saturation looms with a proliferation of local competitors, such as Meifubao, Uniskin, and Florasis, companies face the challenge of distinguishing themselves through marketing strategies that resonate deeply with local consumers.
Cultural heritage marketing#
Founded in 2018 in Shanghai by a medical doctor, Uniskin is a science-based, local skincare brand specializing in addressing aging concerns for Chinese skin. This year, in addition to upgrading its formulations to deliver effective sun protection, Uniskin is leveraging unique cultural elements to capture consumers’ attention and establish emotional connections.
The homegrown sunscreen label collaborated with KOL Nini (@腻腻ninii), from the Yi ethnic group that predominantly lives in southwest China, to explore her homeland, Liangshan, and share her heritage. The Yi community’s way of life and beliefs are deeply rooted in their reverence for the sun.
Uniskin created a short video entitled Two Suns to document the trip and spotlight the Yi’s unique cultural heritage and embroidery. Through the depiction of mountains, rivers, sunshine, and clouds through embroidery using bold colors and rough techniques, the Yi people express an awe for nature. Of the “two suns,” one represents the beauty of nature depicted in Yi embroidery, and the other symbolizes spiritual belief.
High-quality marketing can bolster a brand’s growth and virality. In the Two Suns project, Uniskin combines the beauty of traditional culture and art with modern skincare concepts to increase awareness of sun protection.
Mistine’s Thai-themed short film with Li Jiaqi#
Meanwhile, Mistine collaborated with Chinese beauty and livestreaming guru “Lipstick King” Li Jiaqi to take consumers on a journey across its home market, Thailand, boosting brand identity and taking audiences on a journey.
In Mistine’s Thai-style suspenseful short film, Li was given one clue to find “Little Yellow” (小黄), a small yellow spray containing the brand’s Taremi Plus ingredient. The audience follows Li as he visits a live broadcast room at the seaside, explores the streets of Bangkok, and stops by a flower shop. Mistine’s spokesperson Putthipong Assaratanakul, known as Billkin, Danai Derojanawong, president of Mistine Thailand, and Dr Ma Lin, Chief R&D Officer of the brand’s Thailand laboratory, help Li to find “Little Yellow” and successfully complete the task.
According to economist and marketing strategy professor David Acker’s brand equity theory, the value of a brand lies not only in its products or services, but also in consumers’ cognitive and emotional connections with the brand. This short movie deepens the charm of Mistine’s Thai origins and ingredients.
“More people are using sunscreen regularly, and it’s become a part of many people’s daily skincare routines. Once they find their favorite sunscreen, they stick with it and use it every single day, even in the dead of winter,” says Dr David Kim, a New York-based dermatologist and founder of the sunscreen label Lightsaver.
Fun-filled cross-collaborations#
China’s Peilai Group’s one-stop beauty brand, Unny Club, created a cross-industry marketing exemplar during the key promotional periods of Mother’s Day and 520 Day.
From May 11 to 20, Unni Club partnered with variety store chain Miniso to launch a pop-up event at the Bund Financial Center in Shanghai, featuring the Unny Light Protection Shake Sunscreen. Themed “Playing Together,” the event leveraged the classic Toy Story IP to attract a large number of young consumers.
Participants received bouquets of carnations and roses and co-branded merchandise by completing check-in tasks. The offline event encouraged users and influencers to participate, while the user generated online content drew more potential customers to the physical location, amplifying the brand’s reach and exposure.
With Generation Z and Gen Alpha markets growing in prominence, brands must master how to effectively communicate with the young in a fun and engaging manner.
Unny Club, which positions itself as a “one-stop beauty brand for beginners,” is often the first choice for many consumers new to beauty. Notably, 71% of college students in China have purchased Unny Club’s products, with a core consumer base among Gen Z, which exhibits strong demand for basic beauty products.
By continuing with culturally rich, emotion driving and engaging marketing, more Chinese and Asian-founded sunscreen brands are enhancing their commercial and social value to their key audiences.