In the skin care industry, because of relatively low investment threshold, relatively rapid return and easy entering, the brands are many and competition presents complicated status. Big profit space of skin care products and strong personalization provide broad operating stage for mass of manufacturers and trade companies. Skin care is one of the fastest developing classified market of the cosmetics.
　　In 2006, skin care products market was in the multi-brand competition status, skin care products and marketing methods had the homogeneity-oriented trend, market segmentation was more difficult and difficulty in competition was more serious following. Skin care products accounted for 32.17% around of cosmetics market shares and still was the main stream of cosmetics consumption, and also was the one with bigger market potential and highest profit in daily chemical industry.
　　From January to November in 2007, monthly sale amount of skin care products of national key large retail enterprises was unstable and volatile. One of the main reasons was the influence of festivals, the other was the season effect. Skin care products hold nearly 2/3 of cosmetics selling shares.
　　In the sales of skin care products, cream and emulsion are in the dominant position, facial cleaning products and bath foam follow behind. In the fierce competition, a body of strong brands come out, such as Olay, Dabao, Mininurse, Pand’s, Biore, Clean&Clear, Kose, Aupres, Caisy, Yue Sai, Shiseido, Johnson, and Tjoy, etc. These brands emerge out in the markets of facial milk cleanser, face cream and face pack, and form relatively stable pattern.
　　Under the fierce competitive status, according to different types of products, different seasons and different areas, it is the inevitable choice for skin care enterprises to make necessary market segmentations aiming at the fondness and need of consumers, and implement brand strategy.
　　Since the reform and opening up, market scale of China skin care has grown at annual average speed of 23.8%. The highest growth amplitude was even up to 41%. By 2010, it is estimated that the market scale of skin care will be to 38-40 billion yuan around, accounting for half of the cosmetics market, and beauty products will hold the other half.
　　High-end children skin care products will become the most poentical market in the future. With higher degree of care of women on themselves and change of men’s traditional rough image, the male will also pay more attention to the skin care products. Medical skin care is vigorous. Prescription skin care products certainly will set off an upsurge of skin care products relying on its different advantages.