In Shanghai, that figure falls to as low as one in five. In Beijing, the heaviest skin care users are women between the ages of 20 and 24 and 30 and 34. In Guangzhou, teenagers are the ones who feel they need the help. Then there is the matter of access to goods. No point wasting your budget on newspaper ads in those markets, either.
Billboards are the thing.
The best consumer target in China is not the child enjoying all the attention, but the adults dishing it out. Compared to them, you can forget the little emperors. It all goes back to China's one-child policy, which was introduced in 1970s in an attempt to limit population growth. The result is that there is a distinct bulge in consumers born before the controls took effect. Not only are they at the height of their earning power, but they have specific needs.