Combination of makeup and nourishment, co-creation of medical research, skin care "top", a new trend in the cosmetics market in 2021

On Double 11 this year, the Tmall beauty industry opened a 21-minute pre-sale amount exceeding 12 hours last year, and the 45-minute pre-sale exceeded 10 billion.

Under the impact of the epidemic, we see that the Chinese cosmetics market is still growing. Data shows that the total retail sales of China's cosmetics market in 2020 will exceed 300 billion yuan, and the proportion of online sales has steadily increased year by year, and is expected to account for 40% in 2023. Behind the contrarian growth is the consumption upgrade of the cosmetics industry. Compared with other countries, China's cosmetics consumption still has more room for development. On November 9, CBNData and Oriental Beauty Valley jointly released the "2021 Oriental Beauty Valley Blue Book (Cosmetics Industry)" based on CBNData consumption big data to comprehensively analyze the current situation of China`s cosmetics industry in the context of the normalization of the epidemic. Insight into Chinese cosmetics consumers and extract five major industry consumption trends to provide insights and references for the cosmetics industry.

According to the "Blue Book", the online cosmetics market is growing rapidly, and various categories are booming. Among them, skin care products are still the main category of the online cosmetics industry, with a consumption scale of over 60%. The growth was mainly driven by consumption upgrades, and the unit price rose rapidly. The number of online cosmetics consumers has increased year by year in the past three years. The post-90s and post-95s have the highest proportion of consumption, and the post-00s have the most prominent consumption growth. The young generation Z is gradually revealing their consumption potential in the field of beauty and skin care. CBNData consumption big data shows that the Z generation is ahead of other generations in consumption frequency, and the number of brands consumed per capita per year is also relatively higher, showing consumption characteristics such as high frequency and love for early adopters.
In addition to paying attention to the efficacy of ingredients, consumers' trust in skin care product information on dermatologists and experts has also increased significantly. According to the "Blue Book", the sales scale of dermatological skin care products has been 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 Coyan's and La Roche-Posay, domestic brands represented by Winona, Yuze, and Runbaiyan also have outstanding performance

In the field of cosmetics, there is a trend of individualization and skin nourishing. CBNData research found that 40% of women regard makeup as an expression of their personality and emotions. Among the sub-categories, eyeliner of various colors, as an opportunity category, is becoming more and more popular among consumers who "boldly play with colors". On the other hand, the penetration rate of online skin-care cosmetics has continued to increase. According to the "Blue Book", the consumption scale of skin-care cosmetics has increased by more than 6 times in three years, and skin-care cosmetics accounted for more than 90%, of which BB cream/CC Frost has the highest growth rate. Among consumers' demand for the efficacy of skin-care cosmetics, moisturizing is the core demand, and herbs, ancient recipes, and essences are the main promotional points for skin-care cosmetics. In addition, men's awareness of nourishing skin is gradually increasing, and their consumption scale is growing faster than women. Geographically, consumers in the north have a relatively higher penetration rate of skin care awareness, leading the wave of skin care consumption.

In terms of packaging form, portable small packages for skin care and personal care products are very popular. The "Blue Book" shows that the scale of online small-package skin care and personal care consumption has increased year by year, and the consumption growth rate of small-packages is significantly higher than other packaging. In terms of different categories, small-package consumption of facial skin care products accounted for the highest proportion, while the growth rate of head care was higher. Among facial skin care products, the development of small-package essences is the most mature, while subdivided products such as small bottles of sunscreen and tablet makeup removers also show a higher growth rate. Among the small-package head care products, essence is also the sub-category with the highest proportion of consumption, and the growth rate is also far ahead. Among them, the form of ampoules is the most popular. Consumers mostly buy small packages for travel or for their portability, and there are some differences between different categories. For example, small packages of facial skin care may also be for keeping fresh, while portable body care products have hygienic considerations.

Generally speaking, while maintaining growth in my country's cosmetics market, it is also developing in the direction of standardization and standardization, and is striding forward to high-quality and quality upgrades. Consumers` concept of skin care is changing, their knowledge of ingredients and effects has deepened, their trust in professional doctors has increased, and their awareness of scientific skin care has increased. In terms of makeup, it is advocated to express oneself with personalized makeup, while focusing on the integration of makeup to reduce the burden on the skin. The concept of ingredient skin care has also been extended to body care, and head care has become more sophisticated. In the future, the cosmetics industry will continue to make efforts in quality upgrading, technological innovation, channel assistance, etc., or it will burst out with more potential.