Make-up and skin care comparison and efficacy analysis

Long-term efficacy, cross-efficiency and high-end demand have become a blue ocean market
In comparison, skin care has strong functional consumption attributes, so it has a long R&D cycle and life cycle, a strong joint sales effect, a long consumer decision-making cycle and feedback cycle, and a higher proportion of online channels; color cosmetics have more Strong emotional consumption attributes, especially color products require a faster iteration speed, higher requirements for quick response from brand design to supply, increased importance of visual marketing, shorter consumer feedback cycles, and more reliance on online channels .
Blue ocean features of efficacy:
1. The long-lasting effect of basic functions, such as long-lasting moisturizing for basic skin care, non-marking and non-sticking cups of color products; 2. Cross-functionality, such as facial masks and lotions for post-sun repair, and makeup remover Cleansing products, etc.; 3. Anti-aging and wrinkle removal, mostly in high-end categories such as eye essence.
Category analysis-skin care
Partially refined care and men`s skin care are categories with high growth and low proportions, while cleansing and makeup removers are categories with high growth and high proportions.
The transaction value of beauty SPA and men's facial care increased the fastest compared with last year, and the transaction value accounted for lower than the industry average; the transaction value of cleansing, makeup remover, and sunscreen increased the fastest than last year, and the transaction value accounted for higher than the industry average, suitable for new products Layout, or increase investment in production and marketing.
Category Analysis-Makeup
Partially refined make-up and men's basic make-up products have become high-growth categories, which are suitable for new product layout or increase production and marketing investment
The turnover of men's foundation, makeup spray, and men's powder has the fastest growth compared with last year, and the proportion of turnover is lower than the industry average; the turnover of concealer, lip gloss/lip gloss/lip glaze, and nail makeup has the fastest growth compared with last year, and the proportion of turnover Higher than the industry average, it is suitable for new product layout, or increase production and marketing investment, but we must also pay attention to the scale of the base and consider carefully. In addition, the track with fuzzy positioning and fuzzy functions, such as CC Frost, has shown a significant retrogression, which can be used as a reference for the new sub-categories.