The Current Situation of the National Beauty Trend Forecast

Trends in the development of national beauty products

Observing the development of cosmetics in recent years, there are two product categories that deserve special attention. First, efficacious skin care products will continue to grow.

For mildly problematic skin, consumers generally do not go through dermatologists or resort to medical aesthetics to solve the problem, and the primary choice is skincare products, hoping to solve the problem while saving effort and energy.

The sales performance of the dermatology-grade category, represented by international brand Kiehl's and national brand Winona, is proof that this category is more popular and trusted by consumers, and is expected to continue to achieve good results in the segment.

Second, the head care category will become a dark horse for growth. Nowadays, the number of people with hair loss has increased, and the demand for hair and scalp care is huge.

According to the survey, nearly 80% of consumers expressed concern about their hair health, and CBNData consumption data shows that the online head care market consumption scale has increased about two times in the past three years.

In addition to shampoo and conditioner, essential oils, nutrients, hair masks and other delicate wash and care products are also included in the hair care process by many consumers, especially scalp pre-wash products and hair care oils, with outstanding growth rates showing a large growth space.

In addition, the promotion of national makeup brands will develop in the direction of product landing experience. Nowadays, major brands are scrambling for traffic heights in order to increase marketing efforts, KOL seeding, Netflix anchor promotion with goods, etc. has become the basic set of cosmetics marketing.

The author believes that although national makeup brands have a head start in the network war, the counter model of positional warfare is a sure way to go strong. Compared with other consumer products, the significant difference of cosmetics is its continuity of use and focus on the experience.

Consumers need to build long-term confidence in their products, and the most effective way to do this is through the counter model. For example, brands such as Bai Caoji, Naturally Plus, and Xiang Yi Ben Cao have already benefited from the counter model, and the layout of offline counters has been instrumental.

National makeup brands will re-examine the survival and development model of the business. To gain long-term development, national beauty brands need a solid enough foundation, namely quality and service.

Combing the cost structure of cosmetics companies can be found, companies generally focus on marketing, light on research and development, research and development costs account for a very small proportion, most companies do not exceed 2%.

Insufficient investment in R&D reflects the short-sightedness of the strategic layout of the company's products and the lack of innovative vitality.

No innovation means that they will choose to follow the strategy, the products follow the big brands, but the quality and service can not exceed the benchmark target, how will their brand value reflect?

Today, China's cosmetics industry is facing a rare opportunity for development, Guangdong, Zhejiang, Shanghai and other places have released policies to promote the high-quality development of the cosmetics industry, I believe that the good times of national beauty has come.