The Rising stars of personal care Brands

Personal Care Industry Research: What are the rising stars of Personal care brands?

1.2.3. Trend 3: When Clean Beauty is in progress, the concept of "clean skin care" is in vogue.

Medical research to create functional skin care products is the future direction of domestic brands. Clean Beauty focuses on additive free and natural organic products. It rejects harmful substances and supports zero harm. Its concept of "clean skin care" has become a popular trend. Since 2012, the scale of China's dermatology grade products has been on the rise, the scale of China's dermatology grade products in 2019 was 13.55 billion yuan, and the growth rate of China's dermatology grade skin care products in 2016-2019 was 25.7%, far exceeding the overall growth rate of skin care products of 12.9%.

Personal Care Industry Research: What are the rising stars of Personal care brands?

Ingredients and efficacy, cost performance and brand protection are the three most concerned factors of beauty and skin care consumers, especially sensitive muscle consumers, more than 60% of the requirements of natural ingredients. Home Facial Pro, a domestic representative brand, ranked among the top 10 beauty sales on Tmall in 2018, and its annual sales scale exceeded 1 billion. 诺斯贝, as a domestic Clean Beauty enterprise with relatively mature technology, has established relevant technology and processing very early.

Personal Care Industry Research: What are the rising stars of Personal care brands?

1.2.4. Trend 4: Beauty instruments, medical face and body care products are hot, and the medical care market should not be underestimated.

The demand for personal care products such as beauty equipment, body care such as breast slimming and anti-aging, facial care such as freckle and acne whitening has increased, and the future growth still has potential. Mintel data show that 60% of Chinese female consumers aged 20-49 said they had used at least one home beauty device, due to both light medical beauty, light intrusion, portability and simple operation advantages, the acceptance of home beauty devices has gradually increased, and the scale of consumption is in the stage of accelerating growth.

Personal Care Industry Research: What are the rising stars of Personal care brands?

Medical beauty skin care products refer to the biomedical grade raw materials combined with the concept of beauty professional maintenance of professional health care products, with hypoallergenic, safe, efficient characteristics, is to make the user's skin in the physiological changes of cosmetics. With the increase of income level and the change of medical cosmetology concept, consumers have a huge demand for medical cosmetology services. Compared with risky medical surgery, low-risk personal care products have great prospects for development.

Personal Care Industry Research: What are the rising stars of Personal care brands?

1.2.5. Trend 5: Expanding from traditional offline sales to multi-channel operation models such as e-commerce, wechat business and beauty salon lines.

Online heavy transformation, offline heavy experience integrated marketing will be the future direction. The epidemic catalyzes the pace of digital marketing transformation, and the future advertising marketing will continue to increase online investment, especially the channels outside e-commerce platforms. Offline channels will not be replaced by online channels in the future, but as the entrance to consumer experience and the carrier of brand publicity, gradually forming a closed loop of online and offline. The epidemic in early 2020 has ushered in comprehensive growth of the e-commerce live broadcast market, and the super head anchor has broken through the circle to idolization, leading to high transaction consumption, superimposing the star direct broadcast effect, and bringing goods with better effect.

Personal Care Industry Research: What are the rising stars of Personal care brands?

Brand marketing tends to be more content, more intuitive form of video websites, short video/live broadcast as the carrier to create a differentiated approach. The popular video content of beauty makeup and skin care mainly includes the following categories: creative video, open box evaluation, good species grass, product evaluation, content implantation, etc., focusing on the user demand characteristics of the platform KOL/ red fans circle, precise positioning marketing programs, creating brand voice volume, and creating featured products.

Personal Care Industry Research: What are the rising stars of Personal care brands?

Since 2017, the number of MCN institutions in China's MCN industry has increased, and more and more people have entered the content industry. The head MCN institutions include worrieless Media, front tooth video, such as Han Holding and Gu Jiahe. Iimedia Consulting data show that in 2016, 2017, 2018 and 2019, the financing amount of China's MCN industry was 16.5 billion yuan, 13.6 billion yuan, 7.9 billion yuan and 3.5 billion yuan respectively, and the main reason for the decline is that MCN institutions have realized benefits and enhanced liquidity. The amount of financing and financing opportunities are gradually reduced. In early 2021, Taobao launched the virtual anchor Day group, reflecting the trend of accelerating virtualization of business image.