In the past five years, China's beauty market has been in a stage of rapid development, with skin care and makeup dominating the mainstream, new categories constantly emerging and segmented, forming a new "beauty market". From the current consumer and supply sides, the consumption scale and the number of brands are constantly growing, and the beauty market still has very large market potential and development space.
From the overall development of the beauty market, the current Z generation has a strong awareness of beauty and skin care, and has gradually become the main force of beauty and makeup consumption. Therefore, for the entire industry, the core direction of future growth and development should be to continuously attract the love and consumption conversion of the Z generation. The Z generation will have a more positive consumption view of makeup and skin care, and the consumption demand for basic skin care products such as masks, cleansers, and makeup removers will be more frequent. In terms of makeup, the Z generation usually adheres to the attitude of excellence. Foundation makeup, lipstick and makeup tools are still the main needs of the Z generation. In addition, some beauty categories that focus on detail control, such as honey powder, shadows, concealers, etc., are also rapidly capturing the hearts of the Z generation.
If we further subdivide the entire Z generation group, we can find that in today's beauty market, the proportion of "exquisite boys" is constantly increasing, and their consumption capacity is also growing. More and more men are beginning to awaken to the awareness of beauty and are willing to invest a certain amount of money in both basic skin care and makeup industries. According to CBNData's consumption big data, from 2019 to 2021, the number of Z generation male consumers who spend more than 1,000 yuan per year in the online beauty market has been rising. Therefore, the field of men's cosmetics will also become a blue ocean, waiting for more brands to develop and explore.
At present, consumers are willing to pay a higher premium in exchange for immediate effects, giving rise to new categories such as medical beauty. While the medical beauty market is rising, it has also driven the development of related subcategories such as medical dressings. Some cosmeceuticals brands can seize this opportunity and achieve greater development.
The "ingredient party" has emerged in recent years, mainly concentrated in the Z generation group. Amino acids, hyaluronic acid, and niacinamide are in the first echelon of ingredient party cognition and are extremely popular. Then, anti-aging skin care ingredients such as botoxin, bifida yeast, and retinol also began to be popular with the Z generation, and consumer demand continued to rise.
In 2019, as the first year of live broadcasting, "expert live broadcasting + brand self-broadcasting" took a two-pronged approach to jointly promote the increase in the penetration rate of live broadcasting in the beauty market, and also opened up a new consumer port for the development of the beauty industry, greatly promoting the development of the beauty industry. Brands can seize the dividends of live broadcasting, build the brand live broadcast room into a brand-new space that can retain consumers, enhance consumer loyalty to the brand, achieve direct dialogue with consumers, and obtain higher consumer stickiness and brand development.
