Promote scientific, precise and customized skin care.
Written by Jiang Haiqing.
Edited by Cai Liurong.
GMV exceeded 100 billion yuan, and nearly half of the categories increased by more than 50%!
Recently, Guoji released the 2023 Douyin beauty sales data as above, and the market as a whole is improving. Among them, facial skin care sales are the highest, and 90% of the popular products have moisturizing and moisturizing, 60% have whitening and brightening, 50% have oil control and acne, 30% have anti-aging and anti-aging, and 30% have anti-allergy repair.
At present, consumers' skin care habits are daily and their needs are diversified, how can brands recognize and adapt to changes, and beauty network combines the "2023 Facial Skin Care Market "Five Functional Skin Care" Track Insights" to give the answer.
Moisturizing and moisturizing:
The number of product filings reached 16080,000
Moisturizing and moisturizing affect skin care issues such as smoothness, elasticity, and delicacy, which is of great significance to maintaining a healthy state, and is the basic evergreen track of multi-effect skin care. In 2023, the number of moisturizing and moisturizing products in the registered skin care products will reach about 16080,000, ranking first among the five major effects.
At present, relying on the source of moisturizing and moisturizing effects, it is the general trend to continuously evolve and compound other subdivided effects. From January to November 2023, Douyin moisturizing and moisturizing skin care product consumer groups have paid significant attention to freckle whitening, brightening, sunscreen, firming, anti-aging, and anti-wrinkle**, providing an entry point for brands.
International brands are occupying the high-end market, while domestic brands are emerging with the concept of efficacy. HBN Glow Water, Skin Future Late Night Cream, Dr. Maier Probiotics**, etc. are representative products.
Whitening and brightening:
Fast, safe and long-lasting are the focus
For a long time, whitening and brightening have occupied a mainstream position in the skincare market, and new concepts have emerged one after another.
From January to November 2023, the popular categories purchased by consumer groups are essences, water lotions, patches**, cream creams, etc. At the same time, medical aesthetic methods and beauty devices also show huge growth potential.
In the same period, on social networking, salicylic acid and niacinamide have a high volume of works; The number of discussion interactions of A-alcohol, 377, and VC essence is among the highest.
Judging from the comments, the irritation is unsafe, not long-lasting, easy to turn black, the effect is not obvious, and excessive exaggerated publicity are the product problems that consumers are concerned about.
For brands, it is key to avoid the accumulation of simple ingredients, build high technical barriers, and take into account both efficacy and safety. Looking at the market, international brands such as SK-, Clarins, and Olay continue to optimize their formulas; Domestic brands such as Ou Shiman, Gu Yu, and Rare Goods have also achieved breakthroughs in the intensive research of ingredients.
For example, Osman is based on a patented pearl purification technology that starts with 11437 kinds of peptides were extracted from 8% pearl protein, and more than 200 kinds of pearl peptides with whitening effect were screened from them.
Acne oil control:
The needs are advanced, pointing to soothing and repairing
From the perspective of consumer terminal demand, long-term stability is the first priority.
The traditional way of brushing acid to remove acne is easy to thin the keratin, and it is also easy to bring new skin risks and troubles, so the skin care needs are advanced.
From the perspective of categories, traditional cleansing products are still the hottest choice, and acne creams, lotions, essences, etc. are also on the rise. From the perspective of ingredients, the popular ones include salicylic acid, fruit acid, and lactobionic acid, which are used to remove acne and close the mouth; The second is niacinamide and 377, which are the "whitening family" to repair acne scars through whitening and blemish products.
It is worth noting that salicylic acid is highly irritating, low pH, difficult to be compatible with other substances, and insoluble in water, only slightly soluble in oil, and the application conditions are very harsh. The brands represented by Fuqing, C coffee and Yusu not only overcome the difficulties and blockages of application, but also achieve advancement on the basis of using acid to remove acne to meet the needs of sensitive skin for soothing and repairing.
Anti-allergy repair:
The ingredient "scramble" is on the verge of breaking out
In recent years, the demand for effective skin care products perpendicular to the sensitive skin barrier repair track has skyrocketed. When consumers buy, they pay the most attention to the doctor's advice, and then pay attention to the actual efficacy and safety of skin care products.
It is worth noting that oil-sensitive skin and dry-sensitive skin have a certain difference in their focus on functional ingredients. People with oil-sensitive skin pay more attention to oil control and acne ingredients, such as niacinamide, centella asiatica, salicylic acid, etc.; People with dry and sensitive skin pay more attention to moisturizing, repairing, and anti-aging ingredients, such as squalane, bosonine, and avocado butter.
In the context of international brands such as La Mer, L'Oreal, and Estee Lauder occupying the high-end market, domestic brands represented by Winona have successfully broken through with the support of plant extraction technology and first-class science.
Winona's façade-level product is a soothing moisturizing special cream, which is made of purslane extract and green thorn fruit oil, which is known for its anti-inflammatory, antibacterial and moisturizing effects; Avocado tree butter, squalane, sodium hyaluronate, can effectively increase the water content and reduce transepithelial water loss; -dextran promotes wound healing; The ceramide and bisabolol increase the repair effect of the interstitium of the cell.
Anti-aging and anti-aging:
The trend of younger consumer groups is obvious
In 2023, the consumer group structure of anti-aging products, 31-40 years old will rank first, close to 40%; The proportion of 24-30 year olds ranks second, with more than 20%, and the growth rate is the fastest. It is not difficult to find that anti-aging has become a new trend.
At the same time, consumer demand is becoming more and more refined, focusing more on the eyes and cheeks, focusing on zoning and anti-aging.
In this context, the anti-aging mechanism and ingredients on the brand side are moving towards segmented competition.
On Douyin, the ingredients most frequently mentioned by consumers are tocopherol, astaxanthin, grape seed, fullerene, and arbutin; Collagen stimulation includes retinol, peptides, bosonine, yeast, centella asiatica; Moisturizing and moisturizing with hyaluronic acid, ceramide, and squalane; Anti-glycation includes niacinamide, carnosine, and vitamins. Multi-effect combination represented by niacinamide.
First, it has a wide range of compound ingredients, and its competitiveness is prominent.
On the whole, the four major trends that promote the scientific, precise and customized skin care are worth paying attention to:
The first is the growth highlight of plant extraction ingredients, the second is the composite ingredients to promote the advancement of products, the third is that customized raw materials have become the focus of competition, and the fourth is biology and biomimetic cosmetics to promote the "functional skin care" market to a higher level.