The Moodie Davitt Report x Globuy: Introducing the annual Globuy Awards 2019

Feedback on the Globuy Awards

We are pleased to bring you the results of the inaugural annual Globuy Awards, in exclusive association with The Moodie Davitt Report.

We value your feedback on this initiative and the methodology involved. The Globuy Awards offer important insights into Chinese consumer interest and demand. With appropriate fine-tuning in the wake of industry feedback, they stand to be an important annual barometer (and potentially more frequent) of brand and line popularity, performance and potential going forward.

Let us know your thoughts via e-mail at Martin@MoodieDavittReport.com

As part of our pioneering information-sharing agreement with leading Chinese consumer platform Globuy, The Moodie Davitt Report is delighted to present the results of the annual ‘Globuy Awards’ for 2019. Globuy’s inaugural consumer-driven beauty awards has ranked the most popular skincare, fragrance, and makeup brands on Globuy’s WeChat Mini Programme, which has over 2 million users.

Globuy aims to become ‘the KOL of Chinese travel retail’ and already has 400,000 followers and an average monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions, and special offers.

The Annual Globuy Awards 2019 recognise the most popular tax free beauty products on the Globuy platform from 1 January to 31 December 2019.

Throughout the year, Globuy collected the top ten most-searched product subcategories within the perfumes & cosmetics category on its platform. Using this data, Globuy ranked each sub-category based on its search popularity with its 2 million WeChat mini programme users.

Globuy also asked its audience to vote for specific products that they were the most interested in and wanted to know more about. The top three results for the voter rankings are presented here side-by-side with the search popularity rankings for each sub-category.

The results of the voter rankings showed slight differences from the results of search popularity rankings. This indicates that while certain products have proven popular with Globuy’s Chinese audience, there is also a demand to learn more about other ‘less-searched’ products.

The Best in Beauty: Globuy’s Annual Beauty Awards 2019 has compiled the searches and votes of over 2 million users on its WeChat Mini Programme

According to Globuy, the ten most popular subcategories based on search popularity within Perfumes & Cosmetics are facial cleansers, toners/lotions,essences/serums, face creams/moisturisers, eye creams, face masks, sun blocks/sun screens, liquid and cushion foundation, lipsticks, and fragrances respectively. Globuy claims that the results of the Globuy Awards 2019 paint an in-depth picture of growing Chinese consumer demand for well-loved beauty brands and products on its platform.

Facial Cleansers 

The Chanel ‘La Mousse’ Anti-Pollution Gentle Cream-to-Foam Cleanser beat Estée Lauder’s Nutritious 2-in-1 Cleansing Foam for the top spot according to user votes on Globuy’s WeChat Mini Programme

SEARCH POPULARITY RANKINGS FOR FACIAL CLEANSERS

  1. Estée Lauder Nutritious 2-in-1 Cleansing Foam
  2. Chanel ‘La Mousse’ Anti-Pollution Gentle Cream-to-Foam Cleanser
  3. Clé de Peau Beauté Softening Cleansing Foam
  4. SK-II Facial Treatment Gentle Cleanser
  5. Fresh Soy Face Cleanser
  6. Estée Lauder Perfectly Clean Multi-Action Foam Cleanser
  7. Philosophy Purity one-step facial cleanser
  8. Clarins Gentle Foaming Cleanser (Normal/Combination Skin)
  9. Origins ‘Check and Balances’ Foamy Face Wash

VOTER RANKINGS FOR FACIAL CLEANSERS

  1. Chanel ‘La Mousse’ Anti-Pollution Gentle Cream-to-Foam Cleanser
  2. Clé de Peau Beauté Softening Cleansing Foam
  3. Estée Lauder Nutritious 2-in-1 Cleansing Foam

Toners/Lotions 

Estée Lauder’s Micro Essence Skin Activating Treatment Lotion edged out Lancôme’s Tonique Confort Toner for the number three spot based on user votes

SEARCH POPULARITY RANKINGS FOR FACIAL TONERS

  1. SK-II Facial Treatment Essence
  2. La Mer ‘The Treatment’ Lotion
  3. Lancôme Tonique Confort Toner
  4. Estée Lauder Micro Essence Skin Activating Treatment Lotion
  5. Origins ‘Mega-Mushroom’ Relief & Resilience Treatment Lotion
  6. Kiehl’s Calendula Herbal Extract Toner
  7. Kiehl’s Ultra Facial Toner
  8. Cosme Decorte Vita de Rêve Herbal Revitalising Toner
  9. Ípsa Golden Age Moisturising Toner

VOTER RANKINGS FOR FACIAL TONERS

  1. SK-II Facial Treatment Essence
  2. La Mer ‘The Treatment’ Lotion
  3. Estée Lauder Micro Essence Skin Activating Treatment Lotion

Essences/Serums 

Guerlain’s Abeille Royale Daily Repair Serum jumped to the number three spot, replacing Kiehl’s ‘Clearly Corrective’ Dark Spot Solution according to user votes on Globuy’s platform

SEARCH POPULARITY RANKINGS FOR ESENCES/SERUMS

  1. Estée Lauder Advanced Night Repair Concentrate Serum II
  2. Clarins Double Serum
  3. Kiehl’s ‘Clearly Corrective’ Dark Spot Solution
  4. SK-II GenOptics Aura Essence
  5. Shiseido Ultimune Power Infusing Concentrate
  6. Lancôme Advanced Génifique Youth Activating Concentrate
  7. Guerlain Abeille Royale Oil & Daily Repair Serum
  8. L’Oréal Youth Code Ferment Pre-Essence Skin Activating Concentrate
  9. La Mer ‘The Concentrate’

VOTER RANKINGS FOR ESSENCES/SERUMS

  1. Estée Lauder Advanced Night Repair Concentrate Serum II
  2. Clarins Double Serum
  3. Guerlain’s Abeille Royale Daily Repair Serum

Face Creams/Moisturisers 

Crème de La Mer Moisturising Cream, SK-II R.N.A. Power Face Cream, and Sisley Ecological Compound make up the top three most popular face creams according to user votes

SEARCH POPULARITY RANKINGS FOR FACE CREAMS/MOISTURISERS

  1. Kiehl’s Ultra Facial Cream
  2. Crème de La Mer Moisturising Cream
  3. Cosme Decorté Prime Latte Emulsion
  4. SK-II R.N.A. Power Face Cream
  5. Sisley Ecological Compound
  6. Clinique ‘Dramatically Different’ Moisturizing Gel
  7. Estée Lauder Revitalizing Supreme+ Global Anti-Aging Power Soft Crème
  8. Guerlain Late Night Recovery Treatment
  9. Kiehl’s Ultra Facial Moisturizer

VOTER RANKINGS FOR FACE CREAMS/MOISTURISERS

  1. Crème de La Mer Moisturising Cream
  2. SK-II R.N.A. Power Face Cream
  3. Sisley Ecological Compound

Eye Creams 

According to user votes, La Mer ‘The Eye Concentrate’ beat Lancôme Advanced Génifique Youth Activating Eye Serum for the number two spot; while Shiseido Bio-Performance Liftdynamic Eye Treatment replaced the L’Oréal Revitalift Anti-Wrinkle and Re-plumping Eye Cream for third place

SEARCH POPULARITY RANKINGS FOR EYE CREAMS

  1. Estée Lauder Advanced Night Repair Eye Supercharged Complex
  2. Lancôme Advanced Génifique Youth Activating Eye Cream
  3. L’Oréal Revitalift Anti-Wrinkle and Re-plumping Eye Cream
  4. Kiehl’s Creamy Avocado Eye Treatment
  5. Shiseido Bio-Performance LiftDynamic Eye Treatment
  6. SK-II R.N.A Power Eye Cream Radical New Age
  7. La Mer ‘The Eye Concentrate’
  8. Helena Rubinstein Powercell 24H Care Eye Cream
  9. Shiseido Vital Perfection Wrinkle Lift Eye Cream

VOTER RANKINGS FOR EYE CREAMS

  1. Estée Lauder Advanced Night Repair Eye Supercharged Complex
  2. La Mer ‘The Eye Concentrate’
  3. Shiseido Bio-Performance Liftdynamic Eye Treatment

Face Masks 

According to user votes, the SK-II Facial Treatment Mask and the Dr. Jart+ Vital Hydra Solution Deep Hydration Sheet Mask have replaced Kiehl’s Rare Earth Deep Pore Cleansing Masque and Kiehl’s Ultra Facial Overnight Hydrating Masque for the top two spots respectively

SEARCH POPULARITY RANKINGS FOR MASKS

  1. Kiehl’s Rare Earth Deep Pore Cleansing Mask
  2. Kiehl’s Ultra Facial Overnight Hydrating Mask
  3. Filorga Meso-Mask
  4. SK-II Facial Treatment Mask
  5. Fresh Black Tea Firming Overnight Mask
  6. Fresh Rose Face Mask
  7. Jart+ Vital Hydra Solution Deep Hydration Sheet Mask
  8. Sulwhasoo Clarifying Mask
  9. Fresh Black Tea Instant Perfecting Mask

VOTER RANKINGS FOR MASKS

  1. SK-II Facial Treatment Mask
  2. Dr. Jart+ Vital Hydra Solution Deep Hydration Sheet Mask
  3. Filorga Meso-Mask

Sun Blocks & Sunscreens 

Shiseido Anessa dominated the sun block category based on search popularity but is replaced by Cosme Decorté Sun Shelter Multi Protection Sunscreen SPF 50+ and Lancôme UV Expert Youth Shield Aqua gel SPF50 for the second and third spots based on user votes

SEARCH POPULARITY RANKINGS FOR SUNBLOCKS/SUNSCREENS

  1. Shiseido Anessa Perfect US Sunscreen Skincare Milk SPF 50+
  2. Shiseido Anessa Perfect UV Spray Sunscreen Aqua Booster SPF 50+
  3. Shiseido Anessa Perfect UV Sunscreen Mild Milk SPF 50+ (For Sensitive Skin)
  4. Cosme Decorté Sun Shelter Multi Protection Sunscreen SPF 50+
  5. Shiseido Perfect UV Protection SPF 50+
  6. Lancôme UV Expert Youth Shield Aqua gel SPF50
  7. Thann Nano Shiso Oil-Free Facial Sunscreen SPF30
  8. Shiseido Baby Anessa Essence UV Sunscreen Mild Milk SPF35 (For Sensitive Skin)
  9. Clarins UV Plus Anti-Pollution Multi-purpose Day Screen SPF50

VOTER RANKINGS FOR SUNBLOCKS/SUNSCREENS

  1. Shiseido Anessa Perfect US Sunscreen Skincare Milk SPF 50+
  2. Cosme Decorté Sun Shelter Multi Protection Sunscreen SPF 50+
  3. Lancôme UV Expert Youth Shield Aqua gel SPF50

Liquid and Cushion Foundation 

Based on consumer votes, the Giorgio Armani ‘My Armani-To-Go’ Cushion Foundation has taken the number one spot from Estée Lauder Double Wear Foundation. Estée Lauder Re-Nutriv Ultra Resilience Makeup jumps to the number two spot from number seven, while Giorgio Armani Designer Lift Firming Foundation reaches number three.

SEARCH POPULARITY RANKINGS FOR FOUNDATIONS

  1. Estée Lauder Double Wear Foundation #1W1
  2. Estée Lauder Futurist Aqua BrilliancE Makeup #1CO
  3. Lancôme Teint Idole Ultra Wear Foundation
  4. Giorgio Armani ‘My Armani-To-Go’ Cushion Foundation #2
  5. Giorgio Armani Designer Lift Firming Foundation #2
  6. Giorgio Armani Power Fabric Longwear High Cover Foundation #2
  7. Estée Lauder Re-Nutriv Ultra Resilience Makeup #1CO
  8. Yves Saint Laurent Longwear ‘Fusion Ink’ Cushion Foundation #20FG
  9. La Mer Luminous Lifting Cushion Foundation Pink Porcelain

VOTER RANKINGS FOR FOUNDATIONS

  1. Giorgio Armani ‘My Armani-To-Go’ Cushion Foundation
  2. Estée Lauder Re-Nutriv Ultra Resilience Makeup
  3. Giorgio Armani Designer Lift Firming Foundation

Lipsticks 

Tom Ford Lip Colour #16 and Yves Saint Laurent Rouge Pour Couture ‘The Slim’ Lipstick #21 reach the number two and three spots respectively according to user votes

SEARCH POPULARITY RANKINGS FOR LIPSTICKS

  1. Giorgio Armani Lip Maestro Velvet Matte Lip Glaze #405
  2. MAC Cosmetics Matte Lipstick ‘Chili’
  3. MAC Cosmetics Powder Kiss Lipstick #316 ‘Devoted to Chili’
  4. Yves Saint Laurent Rouge Pour Couture ‘The Slim’ Lipstick #21
  5. Estée Lauder Pure Colour Envy Matte Sculpting Lipstick #333
  6. Giorgio Armani Lip Maestro Lip Glaze #500
  7. Yves Saint Laurent Val Vinyl Cream Lip Glaze #416
  8. Christian Dior Rouge Dior Lipstick #999
  9. Tom Ford Lip Colour #16

VOTER RANKINGS FOR LIPSTICKS

  1. Giorgio Armani Lip Maestro Velvet Matte Lip Glaze #405
  2. Tom Ford Lip Colour #16
  3. Yves Saint Laurent Rouge Pour Couture ‘The Slim’ Lipstick #21

Fragrances 

The fragrance sub-category is the only category that shows the same results for both search popularity and user votes.

SEARCH POPULARITY RANKINGS FOR FRAGRANCES

  1. Jo Malone Wild Bluebell Cologne
  2. Dior Miss Dior Cherie Blooming Bouquet Eau de Toilette
  3. Gucci Bloom Gocce Di Fiori Eau de Parfum
  4. Chanel Chance Eau Tendre Hair Mist
  5. Bleu de Chanel Parfum Spray
  6. Yves Saint Laurent Black Opium Eau de Parfum
  7. Yves Saint Laurent Mon Paris Eau de Toilette
  8. Chanel Chance Eau Tendre Eau de Toilette
  9. Miss Dior R-Pearl Blooming Bouquet Eau de Toilette

VOTER RANKINGS FOR FRAGRANCES

  1. Jo Malone Wild Bluebell Cologne
  2. Dior Miss Dior Cherie Blooming Bouquet Eau de Toilette
  3. Gucci Bloom Gocce Di Fiori Eau de Parfum

Over the past couple of weeks, Globuy has shared the results for each subcategory on its ‘Annual Tax Free Awards List’ series. These were published daily on its popular WeChat account.

The ten-part series highlighted the key features of each product on the list; and shared essential price comparison information so shoppers can determine at which airports they can get the best deals for each product.

Finally, Globuy also shared that Clé de Peau Beauté, Estée Lauder, Giorgio Armani, Guerlain Paris, La Mer, Lancôme, Shiseido, and SK-II respectively were the top eight beauty brands most voted by its audience. It will follow these results by posting the most popular brands and products in duty free shops overall, as well as the top products per brand as part of its  ‘Annual Tax Free Awards List.’

Click here to view the full results of the Globuy Awards 2019

 

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