Can 2020 serum stay in the 'necessary category' of beauty makeup

 Facial serum has become a driving category for driving industry growth!

As a typical representative of high-end products, serum is the fastest-growing segment in skin care products, and it already has an unshakable influence in the beauty market.

The user said in the "2020 China Domestic Beauty and Beauty Development Trend Report" that in 2019, in the three-level segment of the "Beauty Skin Care / Body / Essential Oil" category of the Taobao Tmall platform, the basic facial care category includes masks and facial serum. The transaction volume is the highest, of which the facial serum transaction volume in 2019 reached 18.908 billion yuan, an increase of 58.1% compared with 2018, which impacted the market position of the mask.

JD Big Data Research Institute released the "2020 Women's Consumption Trends Report", showing that on March 8, the facial serum category increased by 152% year-on-year. The fierceness of the serum reflects consumers' advanced pursuit of remarkable efficacy skin care products.

Serum, the "star category" in these years, will it continue its strong momentum in 2020 and continue to Lead the market?

Under the "early crisis", the elite category moves young people

Serum category is gaining young people's "anti-old age" market. The post-90s and post-95s have become the mainstream consumer groups of the serum and are "loyal fans" of the serum category.

Contemporary "middle-aged boys and girls" have begun to carry the banner of anti-aging and health, and the facial serum market has gradually shown the trend of young people occupying the mainstream consumer position. Facial serum's sales have been advancing by leaps and bounds recently, mainly due to the addition of new consumer groups.

Alimama released the insight report "Consumption Trends in Four Major Industries: Re-reading Consumers" and found that the "early crisis" has spurred the "younger" trend. In the field of beauty and makeup, the trend of youthfulness is prominent, even in the category of serum, which traditionally focuses on anti-aging effects. Under the youth of 19-24 years old, consumers 'purchase prices for serum and eye care, which are typical anti-aging categories, have increased rapidly, highlighting consumers' concerns about "preventing early age" and "upgrading anti-aging" mentality

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"Anti-early age" is rampant, and the serum category is constantly inspiring young people because of its deep and efficient, nourishing and repairing effects. The anti-aging market continues to grow at a high speed, driving the continuous upgrade of consumption of serum. At the same time, the serum category has become the research and development focus of beauty brands, and is also an important product for the brand to develop towards high-end.

It is worth mentioning that the serum hasbecome one of the most popular Amway skin care products for stars and beauty KOLs, which also caters to the general trend of younger consumption of serum. Through the data analysis, Shiqu Insight Engine found that the top 10 facial serum skincare cases on the Weibo platform in 2019 are all from the cooperation between brands and stars.

Efficacy comes first, the serum turns on the "hard core" skin care mode

Striving to improve the quality of life is an obvious consumption characteristic of millennial consumers, and it is also the main reason why major brands target this part of consumers. In fact, they are also breaking the traditional skin care brand's method of dividing consumer groups, and trying to jump out of the "what age use what brand of skin care products" thinking framework, and more focus on the more practical ingredients, effective, feeling, etc. aspect.

SK-II small bulbs, Shiseido red waist, HR Helena small green bottles ... Looking at these hot serums that are popular in the entire skin care circle, the ingredients have become an important factor to impress consumers, with absolute leading advantages.

Moisturizing serum, anti-wrinkle and anti-aging serum, repairing and soothing serum, the serum has become a popular category for the application of various functional ingredients, and the serum type "hard core single product" that focuses on the concept of ingredients has quickly become popular. Effective anti-aging ingredient A alcohol, anti-inflammatory and antioxidant resveratrol, ASTAXANTHIN that effectively removes the “free radicals” of human aging culprits, oligopeptides for acne repair, Arbutin that inhibits melanin production, and anti-aging Bose due to ... Consumers' attention to anti-oxidation and cell repair ingredients has increased significantly, and various kinds of serum products with added repair ingredients have risen to the market "dark horse".

All kinds of hot ingredients make the serum category stand out under the "component party" ethos, and impress this beauty makeup consumer who has a special liking for ingredients and concentration. The skin care ingredients party is still prevalent, and facial serums are pushed to the forefront of skin care trends, and will still have an unprecedented broad market.