Post-90s generation consumers are the core growth driver for the personal care market in China.
In China, demographic cohorts were often defined by decades in which the segment was born. Post-90s generation refers to those who were born in the 1990s. They were once considered as "emerging consumers".
But now in 2019, they are in their 20s (from 20 to 29) and have become mainstream consumers for many categories. For personal care brands, they are the core growth driver.
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