In the beauty and skin care industry, the most talked-about word is competition, and the competition among big international brands is even fiercer. Their multi-brand matrix covers almost all tracks such as makeup and skin care, while domestic brands choose to take root in niche areas and try to break through one by one. It is worth noting that this year, from big international brands to domestic brands, they are all competing in the same field, which is functional skin care.
On the one hand, domestic consumers are more rational and pay more and more attention to their own needs and professional details such as product efficacy and ingredients, which has driven the rapid growth of the functional skin care market. A typical change is that on the platform, consumers have shifted from searching for beauty and skin care brands to searching for functions and functions. Functions and functions have become the core factor in consumer decision-making.
On the other hand, the state is increasingly standardizing the safety and efficacy claims of cosmetics, and the entry threshold for functional skin care is also constantly increasing. At present, the functional skin care market has shown a trend of numerous international brands and domestic brands, and is still growing rapidly. How will each company increase competition next?
Looking at the domestic functional skin care track, there have been many international brands and domestic brands, and it is still the segment track that leads the current growth rate. It is worth noting that the track of functional skin care is also constantly evolving. In the past two years, the concept of ingredient skin care has been popular among users on social platforms, such as “niacinamide” and “arbutin” which focus on whitening, anti-aging “retinol” and “polypeptides”, antioxidant “VC” and so on, many domestic brands have also begun to promote skin care products with ingredients as their selling point. However, this trend failed to last. In the past two years, the popularity of the “component party” has gradually faded, and the extreme concept of “component-only theory” has also encountered “siege” in the industry.
Global consumers’ concepts of beauty and skin care are constantly improving, and the era of ingredient-based and concentration-based products has passed. There are two obvious changes in the skin care consumption trend of consumers around the world: they are becoming more streamlined and efficient, and the demand for products is segmented. “Take anti-aging as an example, it can be divided into firming, wrinkle removal, and freckle removal. Even in freckle removal and freckle removal, In terms of wrinkle removal, it is also divided into various facial zones such as the T zone, which is very detailed.”
Post time: Nov-09-2023