5 keywords to understand the trend of beauty consumption after the epidemic

The epidemic in 2020 changed people's lives and also reshaped the market consumption outlook. Under the epidemic, consumer attitudes have changed dramatically, and consumer habits and behaviors have also changed.

For the beauty industry, people's consumption psychology and demand are quietly changing, and consumption patterns are also ushering in some new features. The self-care consciousness is stimulated, to be healthy, to reward yourself, and to look forward to being cured ... What are the new consumption features revealed by the new keywords of beauty makeup consumption in 2020?

01 In house

It is worth mentioning that during the period of recovery in the warm spring, under the orderly resumption of work and resumption of production in the country, the epidemic situation was isolated at home. The epidemic gave birth to the "house economy", and various industries moved their businesses online to start "fancy cloud start." The consumption heat of the "house economy" affected remains unabated. With the recovery in consumption, shopping carts are the first to release positive signals.

The "home economy" has ignited the live broadcast industry. According to the latest data released by Taobao, facial essence, lotion cream, beauty and body care, hand cream, body care, hair cleansing and other categories have all experienced great growth. In March, the number of live orders brought to merchants by live broadcasts increased by more than 160% annually. The number of newly launched broadcast merchants in March increased by nearly three times each year, and the number of live broadcast sessions increased by 190% annually.

At present, live broadcast e-commerce is definitely a high purchase conversion rate, has become the most popular model. Beauty makeup has gradually become the largest penetration category of online celebrities.

02 Care

Under the impact of the epidemic, consumers' awareness of self-care continues to be stimulated, and awareness of maintenance continues to increase. Skin care, make-up, sunscreen, personal care and other products are moving towards "maintenance".

The Kantar Consumer Index pointed out that consumers' demand for skin care will be more prominent this year, and the demand for skin care products that focus on skin health and maintain stability will change.

Skin-care make-up is becoming more and more popular. The concept of skin care is injected into make-up. Plant extracts, essential oils, Chinese herbal medicines, and antioxidant ingredients are added to the make-up to nourish the skin residue. While applying makeup, it can achieve skin care and set off a new wave of makeup consumption. Alimama released the insight report on "Four Major Industry Consumption Trends: Rereading Consumers" and pointed out that consumers also have more and more sophisticated appeals for cosmetic products. 187%.

Tmall International and the Kantar Consumer Index released the report "Decoding the New Sunscreen Era of Chinese Consumers." The report pointed out that in 2019, the growth rate of skin-protecting sunscreen products is obvious, with the amount reaching 19%, which is twice the overall growth rate of the sunscreen category. The new middle class is the core consumer of skin-care sunscreen. Moisturizing and moisturizing are the basic demands of skin-protecting sunscreen, and the demand for anti-aging is increasing rapidly.

The cleansing market is being upgraded to the maintenance market. The concept of "skin care" goes deep into hair care. Consumers' scalp care steps have become more detailed, so that the care of facial skin generally maintains the health of the scalp. Shampoo may usher in a revolution, opening the era of amino acid shampoo.

03 Healthy

The new generation of consumers is highly sensitive to health and began to seek solace in self-care and well-being, hoping to gain strength from it.

The pursuit of human health will continue to affect beauty and personal care categories, especially those that can help consumers achieve their skin health goals.

More and more consumers are advocating natural health, and beauty nutrition products have advantages in safety, health, and naturalness. The attention of "internal beauty" absorbing beauty ingredients from the outside is increasing, and the consumption of oral beauty and other categories has been upgraded. The trend is obvious, the strength should not be underestimated!

The demand for oral beauty products has gradually decreased, and anti-sugar, anti-wrinkle, and anti-aging have become the leading categories of anti-aging segmented oral beauty products. At the same time, "food supplement" beauty and health products are quickly occupying the shopping cart after 90/95, Tmall is now popular with the super ELLE, "Post-95 old girl large showdown site" pointed out that in the past year, Lai overseas food supplement products are common The types of products are collagen pills, whitening pills, grape seeds, anti-sugar pills and so on.

04 Heal

Since the illness, consumers have been looking forward to "rehabilitation", eager to be "cured", and enjoying the healing time of self-reward. Personal care has become a good way for consumers to decompress, and products that can relieve tension in the epidemic are popular.

Mintel shares its views on the impact of the epidemic on the consumer market: in the period of fighting the epidemic, consumers will more desperately need to seek happiness in life. Consumers will spend more time pampering themselves, always do a delicate skin care at home and so on.

At the same time, people's "skin care ritual" is progressing from the face to the whole body. Necks, hands and arms, legs, feet and back ... The local care is getting more and more refined, and the skin care project of contemporary exquisite youth extends to all the details of the body. Neck creams, body scrubs, hand and foot masks are detonating the market, and young people have fully opened a new era of full body care steps!

On social media, topics such as "mask makeup", "rework makeup", and "half-face makeup" have become hot topics of discussion. With the return of work, the charm of lipstick, eye makeup, nail polish and other products remains undiminished.

05 Light

An exquisite life brings goodness, innovation and possibility. After the epidemic, "light life" became a new trend advocated by people, and it also brought some "subversion" to beauty.

Increasingly rational consumers realize that "minimal skin care" is no longer just a superficial alternative skin care procedure. Behind the simplification of simplicity means faster, safer and more effective. Mintel predicts in the "2030 Global Beauty and Personal Care Trends" that slow skin care will be replaced by slower beauty with carefully selected products to encourage consumers to streamline the process.

Mintel pointed out that in 2030, products and services should focus on zero waste, and replace beauty products with environmentally friendly packaging, and even strengthen the concept of "zero waste" on product ingredients, which will win consumers' favor.

Japan ’s Shiseido Group will officially launch Baum, a premium skin care brand, on May 30. The brand will focus on the power of trees, based on the concept of “symbiosis with nature”, and all products have a natural score index of over 90%. In the product packaging, the brand will also use renewable wood to implement its sustainable theme.

In the cosmetics industry, sustainability, green, and environmental protection are becoming stronger. More and more consumers are willing to pay for morals or values, and require brands to make tangible changes, many by rethinking their packaging or production processes. Brands that promised to reduce environmental hazards were praised.

At the time of the recovery of the warm spring, "house", "nourishment", "kang", "health", and "lightness" have become the five major characteristics of current beauty makeup consumption, changing consumers' demands for personal care and beauty makeup.