In recent years, with the upgrading of domestic skin care technology and brand renewal, it has attracted more and more attention and recognition from young people. Domestic skincare brands have also seized the important period of consumption transformation, on the one hand, to show their professionalism and scientificity, and on the other hand, to pay attention to communication with young people, arousing their resonance, and realizing the transformation of youth. This report shows the development context and market structure of the skincare industry, the trend of market development, and the marketing methods of brands, and provides reference for brand owners in the skincare industry.
The development of China's skin care industry can be roughly divided into three stages: the first stage: 1970-1990 was in the embryonic stage, represented by local emollients such as Yu Meijing and Mejiajing in Shanghai Jahwa, which became the childhood memories of a generation. From 1990 to 2001, it was in the development period, and more local brands were born in China, represented by Guangdong's small ** and Ding Jiayi; At the same time, L'Oreal, Procter & Gamble, Olay, Shiseido and other brands have entered the Chinese market, which has led to changes in the domestic skin care market structure. After 2002, the industry entered the fast lane of development, and a series of domestic and local high-end brands competing with international brands were born. The 14th Five-Year Plan proposes the mid-to-high-end beauty track as a key national support direction, which is conducive to enhancing the technical level and R&D and production capacity of China's beauty industry.
Thanks to the expansion of beauty consumer groups, the increase in skin care processes and the expansion and upgrading of consumption, the popularity of China's cosmetics industry continues to rise. According to the National Bureau of Statistics, the retail sales of cosmetics in 2021 will reach 402.6 billion yuan, an increase of 18% year-on-year, 4 percentage points higher than the overall growth rate of social zero. The total retail sales of cosmetics in China are increasing year by year. The market size of skin care products reached 182 billion yuan, accounting for 45%, becoming the largest subcategory in cosmetics.
From the perspective of the domestic skin care market, domestic skin care brands have higher influence after years of development and precipitation; Many brands have launched facial skin care products such as ** and water lotion, and a few brands focus on topical skin care.
Trend 1: Pure skin care: Consumers are increasingly looking for healthy, environmentally friendly and safe products.
The concept of clean beauty originated in Europe and the United States, with "non-toxic, harmless and cruelty-free" as the core, aiming to provide consumers with safer and environmentally friendly pure products. With the frequent occurrence of problems such as sensitive skin and unstable state, consumers are paying more and more attention to healthy, environmentally friendly and safe products, and pure beauty has become a hot trend.
According to the "General Principles of Pure Beauty for Cosmetics" issued by the Guangdong Cosmetics Association, pure beauty requires that raw materials do not use potentially risky substances as formula components of cosmetics, and that harmful substances should not be introduced into cosmetics during production, and that the formula ingredients should be open and transparent, and the packaging materials should meet the requirements of recyclability or biodegradation.
Trend 2: Efficacy first: Consumers pay attention to effect-oriented when buying beauty and skin care products, and effect evaluation and personal experience are the primary factors in choosing skin care and beauty products.
Choosing more credible reviews to show the effect is easier to gain consumer recognition. For example, Proya Bispecific Antibody Essence uses the Swiss SGC testing agency for effect certification. Thirty-two participants were monitored for 28 days. Authoritative endorsement, detailed data, true and reliable information. It's easier to get consumer recognition. Influenced by the new skin care concept, young people's functional needs for beauty and skin care products are more focused on sun protection and repair.
Trend 3: Ingredients are king: Consumers are more aware of the ingredients of beauty and skin care products, and star ingredients have become an important marketing selling point.
Among them, the star ingredient has become an important marketing selling point. Natural plant ingredient extraction makes consumers feel safer. Plant extracts such as roses, cherry blossoms, centella asiatica, camellias, and perilla are popular ingredients at the moment. Rare plant-derived ingredients give consumers a more high-end feeling, such as Ganoderma lucidum, black truffle, etc., which is an important selling point for high-end products and brands. Ingredients with strong potency at the core will be more appealing to consumers. Consumers are highly sensitive to the amount of additives, and in the future, single products that highlight large doses of single star ingredients are more likely to be recognized by the market. Among them, the top 5 powerful ingredients in social media volume: A alcohol, niacinamide, hyaluronic acid, salicylic acid, and bosonine.
Trend 4: Emotional experience: The smell of skin care products plays an important role in the process of purchase, use, and repurchase, and there are pleasant smell experiences in different scenarios
The scent experience is the "first impression" of a skincare product trial, which is impressive, and products that bring a pleasant feeling will have a greater drive to buy. The scent can provide a pleasant, relaxing sensory experience during the skincare process. The scent of the morning cream is hopefully uplifting; The scent of the evening cream is hopefully healing and relaxing. Poor scent experience will significantly affect the repurchase rate, and even give up in the middle of the use process. During the pandemic over the past three years, uncertainty has increased, and consumers are in dire need of reassurance. Products with "healing" emotions are gaining popularity on social **. For example, last year, the volume of emotional beauty and skin care at station B increased by 844% year-on-year.
Based on the analysis of the top 100 marketing campaigns in the industry, we see three trends in the marketing of domestic brands in the skin care industry. The first trend is to adopt crowd-oriented marketing, gain insight into the characteristics and pain points of the crowd, conduct targeted TA dialogues, and adopt public welfare actions to enhance consumer resonance. The second trend is to improve the trend attributes, domestic brands are facing the problem of how to enhance their own sense of trend and make the brand younger, so star marketing, circle marketing, trend variety shows, artists, and IP cooperation have become the upgrading strategies adopted by many brands. The third trend is to enhance the marketing of the brand's professionalism, starting from the ingredients, technology and efficacy, showing its own professional strength and real effect, enhancing the professionalism and technology of the brand, and reshaping the brand connotation.
Nature Hall adopts influential traffic celebrity endorsements among young people, popular IP co-branding, and beauty influencers unboxing to enhance brands and products**. Invite Wang Yibo, Luo Yunxi, Zhao Lusi and other popular traffic stars among young people to endorse and enhance the brand's popularity. In addition, the joint king glory IP launched a customized gift box. Starting from "Protecting the Fragile Barrier of Skin", it extends to the Defend Our Crystal in the King Game. It has attracted wide attention from young pan-game groups.
Winona joins forces with Xinshi Xiang, China Youth Daily, etc. Liang Yongan, a professor of the Department of Chinese at Fudan University, was invited to guide the coordinates of the four young people and clear the fog. Launching the "Stabilize, Next Stop" campaign, starting from the selling point of "maintaining stability" of the skin, extends to young people to "stabilize" in the face of difficulties and doubts in life, and show courage and strength to resolve the difficulties and face the new life.
As a veteran domestic brand, Pechoin's marketing focuses on improving the brand's trend attributes, and co-branding and cooperating with trendy variety shows, artists, people and IP to attract young consumer groups. Invite Wang Yibo as a spokesperson to enhance the brand's popularity. Highlight the brand characteristics of old domestic products and new trends. With the help of its popular variety show "This is Hip-hop", the offline activity "This is Bird Dance" was launched. Hip-hop dance parties, trendy beat-in, trendy beauty make-up, and trendy toy figure collection activities were held at the counter of Watsons stores. Attract the check-in participation of trendy young consumers. Co-branded with young artist Chen Fanwan, integrating paper-cutting art and fashionable color contrast design, upgrading product packaging, linking five people, line puppies and gathering cost-effective party days, with the theme of "Let's go, A frame", an online **live party + offline pop-up store.
Proya focuses on youth issues and launches a public welfare project against bullying in schools. In the beginning of the school season, Proya joined hands with China Education Television to launch a special anti-school bullying public welfare film. It is proposed that bullying is not big or small, so that the social level can understand bullying and pay attention to bullying behavior in the student group. Proya also cooperated with One Psychology to jointly produce the "School Bullying Prevention Guide", which explains the different forms, causes, and countermeasures of school bullying from a psychological perspective. Whether you are a student, a parent, or a teacher, you will find practical knowledge in this guide. The activity enhanced Proya's awareness among the student group, enhanced the psychological resonance of the crowd, and increased the brand's public welfare attributes.
Proya also tells the story of brand innovation and entrepreneurship, and co-branded professional knowledge Q&A platform to enhance brand professionalism and science. The brand participated in the Great Chinese Ingredients, cooperated with the top beauty experts to participate in the shooting, and recorded the brand's innovation and entrepreneurship story in the form of brand TVC, telling how to inherit local ingredients and focus on technological innovation. Enhance the scientific spirit and innovative spirit of Proya brand. The scientific choice of skin The brand and the knowledge platform Zhihu launched a joint offline activity to explore the scientific skin care road of skin and popularize the scientific answers to skin problems. It enhances the professionalism and scientific spirit of the Proya brand.
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