Indeed whitening and suncare skin products represented 30 percent of the 2-billion-yuan (US$240 million) skin-care market for the January-April period. That represents an increase of 4.1 percent or 500 million yuan, and 12.2 percent or 100 million yuan respectively, in the pre-summer period from January to April, compared with the same period last year, according to an AC Nielsen survey.

The market potential for skin whitening and sun-care products is huge. Industry research shows half of females, aged from 16 to 60, desire a fair complexion, but only 20 percent of them are using whitening products.

"The Chinese belief that 'white skin conceals facial defects,' a philosophy passed on to generations of Chinese, reflects the traditional criteria for beauty and ensures the sales growth of whitening products here," said Xia Yunzhe, senior product manager at the U.S.-France Yue-Sai Kan Cosmetic Co.

Yue-Sai Kan was one of the first companies to recognize the potential of the market with its introduction of skin-whitening products in 1996. Company officials said it is facing fierce competition from famous multinational brands which have technological know-how and strong financial support.

Dozens of international cosmetic companies, including Lancome, Elizabeth Arden and Estee Lauder began introducing whitening and suncare products to meet the need.

Last month, Paris-based L'oreal Group introduced its patented UV Perfect Double Protection Screen, which it claims successfully protects individuals from damaging UVA rays.

"To win the cosmetic market we provide localized products that cater to consumer tastes. Sales in China are growing 20 percent annually, compared with the global growth of 5 percent ," said Caroline Millot, investor relations director at L'oreal. "There is a great business opportunity for us."

(eastday.com 06/21/2001)