The Jessica’s Secret Index cross-category ratings for March

CHINA. The Moodie Davitt Report is pleased to publish our popular Jessica’s Secret Index for March covering wines & spirits, fragrances, makeup, skincare, confectionery, bags, watches and jewellery.

The Jessica’s Secret Index, a partnership between Jessica’s Secret (founded and owned in China by Mirko Wang) and The Moodie Davitt Report, provides an indicator of what’s hot with the app’s predominantly younger Chinese traveller user base.

The results do not represent sales rankings but offer a useful insight into Chinese consumer interest on a monthly basis. They are particularly useful now amid the rapid revival of Chinese outbound travel.

At a glance

• March 2025 shows month-on-month position movements from the February 2025 Index for spirits & wines.
• Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
• Hover over individual SKUs to show month-on-month movement.

The Jessica’s Secret Index – Top Wines & Spirits Brand Searches March 2025

1. Kweichow Moutai Feitian 53%
2. Suntory Hibiki Japanese Harmony Master’s Select 43%
3. Suntory Yamazaki 12 Year Old 43%
4. Suntory Hibiki 30 Year Old Kacho Fugetsu Limited Edition 43%
5. Martell Cordon Bleu 40%
6. Dassai 39 16%
7. Suntory Yamazaki Distiller’s Reserve 43%
8. Suntory Hibiki 21 Year Old Kacho Fugetsu Limited Edition 43%
9. Martell XO 40%
10. The Macallan Colour Collection 21 Year Old 43%
11. Suntory Yamazaki 18 Year Old 43%
12. Hennessy XO 40%
13. Absolut Vodka Original 40%
14. Dassai 23 16%
15. The Macallan Colour Collection 12 Year Old 40%
16. The Macallan Colour Collection 18 Year Old 43%
17. Penfolds BIN 407 14.5%
18. The Macallan Sherry Oak 18 Year Old 43%
19. Wuliangye Crystal 52%
20. Johnnie Walker 18 Year Old 40%

At a glance

• March 2025 shows month-on-month position movements from the February 2025 Index for makeup.
• Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
• Hover over individual SKUs to show month-on-month movement.

The Jessica’s Secret Index – Top Makeup Brand Searches March 2025

1. Albion Elegance La Poudre Haute Nuance #01
2. YSL Le Cushion Encre de Peau Foundation #B20
3. Dior Addict Lip Glow Balm #001
4. Chanel Le Rouge Duo Ultra Tenue Ultra Wear Liquid Lip Colour #40
5. Tom Ford Eye Color Quad Eyeshadow Palette #04
6. Giorgio Armani Lip Maestro #405
7. Givenchy Prisme Libre Setting & Finishing Loose Powder #1
8. Chanel Ultra Le Teint Fluide Foundation #BD01
9. Dior Addict Hydrating Shine Lipstick #740 Saddle
10. Nars Light Reflecting Pressed Setting Powder #Crystal
11. YSL Vinyl Cream Lip Stain #416
12. Chanel Les Beiges Eyeshadow Palette #Light
13. YSL Rouge Volupté Shine #46
14. Estée Lauder Double Wear Stay-in-Place Makeup #17
15. Chanel Rouge Allure Velvet Luminous Matte Lip Color #58
16. Estée Lauder Re-Nutriv Ultra Radiance Liquid Makeup 2C0 #21
17. Chanel Les 4 Ombres Multi-Effect Quadra Eyeshadow #308
18. Dior Rouge Dior Couture Colour Lipstick #999 Satin Finish
19. Guerlain Parure Gold Skin Matte No-Transfer High Perfection Foundation #0N
20. Lancôme Absolue Fluid Foundation Shade #100

At a glance

• March 2025 shows month-on-month position movements from the February 2025 Index for skincare lines.
• Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
• Hover over individual SKUs to show month-on-month movement.

The Jessica’s Secret Index – Top Skincare Brand Searches March 2025

1. Helena Rubinstein Replasty Age Recovery Night Cream
2. La Mer The Treatment Lotion 150ml
3. Estée Lauder Advanced Night Repair Synchronized Multi-Recovery Complex II Duo
4. La Mer Crème de la Mer
5. Clé de Peau Beauté Correcting Cream Veil
6. Chanel La Mousse Anti-Pollution Cleansing Cream-to-Foam
7. Clarins Double Serum Anti-Aging + Anti-Wrinkle Serum
8. Helena Rubinstein Re-Plasty Age Recovery Day and Night Set
9. Estée Lauder Revitalizing Supreme+ Youth Power Soft Creme
10. La Mer The Eye Concentrate
11. SK-II Pitera Deluxe Set (Facial Treatment Essence + Clear Lotion)
12. Estée Lauder Micro Essence Treatment Lotion With Bio-Ferment
13. La Mer The Lip Balm
14. Estée Lauder Advanced Night Repair Eye Supercharged Gel-Creme Duo Set
15. Guerlain Abeille Royale Advanced Youth Watery Oil
16. Chanel Ultimate Repair Night Concentrate
17. Lancôme Advanced Génifique Eye Cream Duo
18. YSL Pure Shot Night Reboot Serum
19. La Mer The Renewal Oil
20. CPB Ultimate Daily Emulsion Care Set (Intensive Fortifying Emulsion + Protective Fortifying Emulsion + Hydro-Softening Lotion)

At a glance

• March 2025 shows month-on-month position movements from the February 2025 Index for fragrances.
• Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
• Hover over individual SKUs to show month-on-month movement.

The Jessica’s Secret Index – Top Fragrance Brand Searches March 2025

1. Chanel Coco Mademoiselle edp
2. Tom Ford Oud Wood edp
3. Le Labo Santal 33 edp
4. Byredo Rose of No Man’s Land edp
5. Chanel Gabrielle Essence
6. Chanel Gabrielle edp
7. Dior Sauvage edt
8. Chanel 1957 Les Exclusifs de Chanel edp
9. Jo Malone London Wood Sage & Sea Salt Cologne
10. Chanel Bleu De Chanel Parfum
11. Chanel Chance Eau Fraiche edt
12. Creed Silver Mountain Water edp
13. Chanel Chance Eau Tendre edt
14. Diptyque Orpheon edp
15. Chanel Coco Mademoiselle edp Intense
16. Jo Malone London Wild Bluebell Cologne
17. Dior Miss Blooming Bouquet edt
18. Chanel Chance Eau Tendre edp
19. L’Artisan Parfumeur Fou d’Absinthe edp
20. Penhaligon’s The Coveted Duchess Rose edp

At a glance

• March 2025 shows month-on-month position movements from the February 2025 Index for confectionery lines.
• Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
• Hover over individual SKUs to show month-on-month movement.

The Jessica’s Secret Index – Top Confectionery Brand Searches March 2025

1. Ferrero Rocher Box 375g
2. Lindt Silver Dark Bar 300g
3. Godiva Gold Ballotin Box 290g
4. Brookside Dark Chocolate Açai And Blueberry Flavors Pouch 198g
5. Toblerone Crunchy Almond 360g
6. Toblerone Tiny Crunchy Almonds Bag 272g
7. Anthon Berg Chocolate liqueurs dark chocolate with genuine spirits in liquid centres 16pcs 250g
8. Toblerone Dark with honey & almond nougat 360g
9. Lindt Tube Assorted 400g
10. RitterSport Whole Hazelnuts 100g
11. Toblerone Tiny White Bag 272g
12. Godiva 60 Carres Classic Collection 315g
13. Kinder Chocolate 32 bars 400g
14. Lindt Lindor Bag Filled Milk Chocolates 100g
15. Lindt Lindor Tube Filled Milk Chocolates 400g
16. Godiva Milk Chocolate Pearls 43g
17. Godiva Dark Chocolate Sea Salt 50% Cacao 100g
18. Toblerone Swiss Milk Chocolate with Honey & Almond Nougat 100g
19. Ferrero Rocher Collection 24pcs 269g
20. Lindt Excellence Dark 85% Cocoa Chocolate Bar 100g

At a glance

• March 2025 shows month-on-month position movements from the February 2025 Index for watch lines.
• Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
• Hover over individual SKUs to show month-on-month movement.

The Jessica’s Secret Index – Top Watch Brand Searches March 2025

1. Rolex Submariner Date, Oyster, 41mm, Oystersteel, Green
2. Cartier Tank Solo watch, steel, leather, Black calfskin strap
3. Cartier Ballon Bleu de Cartier watch 28mm, quartz movement, steel
4. Rolex Oyster Perpetual Lady-Datejust, 28mm, Oystersteel and Everose gold, olive green diamond-set dial, Jubilee bracelet
5. Rolex Oyster Perpetual GMT-Master II in Oystersteel, 40mm, black dial, Jubilee bracelet
6. Rolex Oyster Perpetual Submariner Date, 41mm, Oystersteel, black ceramic, black dial
7. Jaeger-LeCoultre, Rendez-Vous Night & Day, 29mm, steel, 60 diamonds, Silvered Grey Dial, blue alligator
8. Omega Seamaster Diver 300M Co‑Axial Chronometer, 42mm, Steel on black rubber strap
9. Longines Primaluna, Quartz bracelet, women
10. IWC Pilot’s Watch Chronograph Edition “Le Petit Prince”
11. Rolex Oyster Perpetual Datejust, 31mm, Oystersteel and yellow gold, Olive-green diamond-set dial, Jubilee bracelet
12. Longines Dolcevita, quartz watch, rectangular case, stainless steel, silver flinqué dial, black alligator
13. Chopard Happy Sport, 30mm, Automatic, ethical rose gold, stainless steel, diamonds and black alligator leather
14. Rolex Oyster Perpetual Lady-Datejust, 28mm, Oystersteel and white gold, pink diamond-set dial, Oyster bracelet
15. Rolex Oyster Perpetual Lady-Datejust, 28mm, Oystersteel and white gold, dark grey dial, Jubilee bracelet
16. Rolex Oyster Perpetual Cosmograph Daytona, 40mm, Oystersteel, white dial, Oyster bracelet
17. Rolex Oyster Perpetual GMT-Master II in Oystersteel, 40mm, black dial, Jubilee bracelet
18. IWC Portugieser Chronograph, 40.9mm, stainless steel case, automatic, self-winding, blue alligator leather
19. Omega De Ville Prestige, 36.8mm, self-winding, steel on steel, silver dial
20. Rolex Oyster Perpetual Lady-Datejust, 28mm, Oystersteel, pink dial, Oyster bracelet

At a glance

• March 2025 shows month-on-month position movements from the February 2025 Index for bag lines.
• Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
• Hover over individual SKUs to show month-on-month movement.

The Jessica’s Secret Index – Top Bag Brand Searches March 2025

1. Louis Vuitton CarryAll PM
2. Louis Vuitton Diane satchel, Monogram canvas
3. Chanel Small Classic Handbag, Grained Calfskin & Gold-Tone Metal, Black, 23 × 6 × 14.5cm
4. Chanel Mini Classic Handbag, Lambskin, Gold-Tone Metal, Black, 20 × 6 × 12cm
5. Louis Vuitton NéoNoé MM, Rose Poudre, 26 × 17.5 × 26cm
6. Louis Vuitton Neverfull PM, Damier Ebene Canvas, 29 × 12 × 21cm
7. Chanel Mini Flap Bag with Top Handle, Grained Calfskin & Gold-Tone Metal, Black
8. Louis Vuitton Speedy Bandoulière 20, Beige, Monogram, 20.5 × 12 × 13.5cm
9. Chanel 22 Small Handbag, Shiny Calfskin & Gold-Tone Metal, Black, 37 × 7 × 35cm
10. Louis Vuitton Boulogne Black
11. Louis Vuitton Neverfull MM Beige
12. Louis Vuitton OnTheGo PM tote, Monogram and Monogram Reverse canvas, detachable coin purse
13. Louis Vuitton Speedy Bandoulière 25, 25 × 15 × 19cm
14. Louis Vuitton CarryAll Dark MM, Black, Lambskin, silver-color hardware
15. Louis Vuitton Wallet on Chain Ivy Monogram
16. Chanel 22 Small Handbag, Shiny Calfskin & Gold-Tone Metal, Black, 42 × 8 × 36cm
17. Louis Vuitton CarryAll Cargo PM, Black, lambskin, polished palladium-finish hardware
18. Gucci GG Marmont matelassé mini bag, black leather
19. Chanel 19 Handbag, Shiny Lambskin, Gold-Tone, Silver-Tone & Ruthenium-Finish Metal
20. Celine Small Bucket in Triomphe Canvas and Calfskin tan, Tan

At a glance

• March 2025 shows month-on-month position movements from the February 2025 Index for jewellery lines.
• Note: These rankings only reflect search demand, not sales. A SKU’s movement upwards or downwards can be influenced by many factors.
• Hover over individual SKUs to show month-on-month movement.

The Jessica’s Secret Index – Top Jewellery Brand Searches January 2025

1. Van Cleef & Arpels, Vintage Alhambra pendant, 18K yellow gold, Carnelian
2. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, yellow gold, Carnelian
3. Cartier Love wedding band, Rose gold
4. Bvlgari Divas’ Dream Necklace, 18k rose gold, mother-of-pearl, one diamond
5. Van Cleef & Arpels, Sweet Alhambra pendant, 18K rose gold, Carnelian
6. Tiffany T Smile pendant in 18k Rose gold, small
7. Cartier Love bracelet, small model, Rose gold
8. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, 18K rose gold, Carnelian
9. Van Cleef & Arpels, Sweet Alhambra bracelet, 18k rose gold, Carnelian
10. Cartier Love necklace, 2 diamonds, Yellow gold
11. Cartier C de Cartier wedding band, Rose gold, 1 diamond
12. Chaumet Jeux de Liens ring, Rose gold, diamonds
13. Van Cleef & Arpels, Sweet Alhambra pendant, Yellow gold, Mother-of-pearl
14. Bvlgari B.zero1 Necklace, Rose gold
15. Van Cleef & Arpels, Vintage Alhambra pendant, Yellow gold, Onyx
16. Cartier Love bracelet, Rose gold
17. Van Cleef & Arpels, Vintage Alhambra bracelet, 5 motifs, 18K yellow gold, Onyx
18. Cartier Love bracelet, 4 diamonds, Rose gold
19. Cartier d’Amour pendant necklace, Diamond, small model, 18K rose gold
20. Bvlgari B.zero1 Necklace, 18K Rose gold, Ceramic