First of all, scientific skin care methods that focus on the efficacy of ingredients have gradually become popular, and cost-effective domestic brands that have captured this trend have also stood out. Data shows that ingredient efficacy and cost-effectiveness have become the main factors consumers consider when purchasing beauty and skin care products. They achieve "precise skin care" through functional chemical ingredients such as Boseine and salicylic acid, natural plant extracts such as camellia to help "safe skin care", and micro-ecological ingredients such as probiotics to help "scientific skin care".
In the consumption of high-growth ingredient skin care products, domestic brands account for more than 50%, and the unit price is lower than that of international brands, showing greater ingredient efficacy and cost-effective advantages.
In addition to paying attention to the efficacy of ingredients, consumers’ trust in the opinions of dermatologists and experts has also increased significantly when it comes to skin care product information. The sales scale of dermatology-grade skin care products is expanding year by year, and the growth rate is higher than that of skin care products as a whole. In addition to international brands such as Kiehl's and La Roche-Posay, domestic brands represented by Winona, Yuze, and Runbaiyan also performed well.
The consumption scale of skin-nourishing cosmetics has increased more than six times in three years, and skin-nourishing base makeup accounts for more than 90%, among which BB cream/CC cream has the highest growth rate. Among consumers' demands for the efficacy of skin-nourishing cosmetics, moisturizing is the core demand, and herbs, ancient prescriptions, and essences are the main promotion points for the ingredients of skin-nourishing cosmetics.
In addition, men’s awareness of skin care is gradually increasing, and their consumption growth rate exceeds that of women. Geographically, consumers in the north have a relatively higher penetration rate of skin care awareness, leading the wave of skin care consumption.
Head care is becoming more and more sophisticated, with nearly 80% of consumers expressing concern about their hair health. The online head care market consumption has approximately doubled in the past three years. In addition to shampoo and conditioner, essential oils, nutrient solutions, hair masks and other exquisite care products have also joined consumers' hair care routines, especially scalp pre-wash products and essential oils, which have shown great growth at an outstanding growth rate. space. Regarding the efficacy of head care, different generations have different demands. Those born before 1985 focused on preventing hair loss, those born after 1995 and 1990 paid more attention to anti-aging, antioxidant and soothing effects, while the Z generation paid more attention to scalp cleanliness.
In terms of packaging form, portable small packages of skin care and personal care products are very popular. The scale of online small package skin care and personal care consumption is increasing year by year, and the consumption growth rate of small packages is significantly higher than that of other packages. In terms of different categories, small-package consumption of facial skin care products accounts for the highest proportion, while head care has a higher growth rate.
Among facial skin care products, small-package essences are the most mature. At the same time, small-bottle sunscreen, sheet-loaded makeup remover and other segmented products also show high growth rates. Among small-package head care products, essence is also the subcategory with the highest consumption share, and its growth rate is also far ahead. Among them, the ampoule form is the most popular.
Consumers mostly buy small packages for use during travel or because of their portability, and there are some differences between different categories. For example, facial skin care products in small packages may be for preservation of freshness, while portable body care products may have hygienic considerations.