Post-95 "Flower Beauty" beauty business is on the rise

Ten years ago, the vast majority of boys thought that applying lotion was a ridiculous thing. Nowadays, there are a large number of male beauty bloggers popping up from TV screens, popularizing small fresh meat on the TV screen, and microblogs and barrage video webs. They have “high-value” nets in webcasts and short videos. Little brother.

A completely different trend is emerging - the male beauty makeup groups are receiving attention.

Under the influence of consumption upgrades, celebrity effects, and the popular culture of the United States, more and more boys began to skin care and make-up, turning into a sophisticated boy.

More and more 95 boys love makeup

With the major fashion brands gradually involved in men's fashion consumption field, men's makeup consumption also ushered in a new growth point - a more refined segmentation of the consumer market.

The increasingly younger consumers of e-commerce platforms will also consider brands in the establishment of male-related brand product lines. The “beauty offline shopping model, online orders” shopping model has become a typical consumption characteristics of young people. Among them, after the 95th boy's sudden emergence, he became a consumer upstart in beauty makeup.

Most of the 95-year-old male students who are online at the student stage are not using the same amount of money for beauty skin care, but with the increase in awareness of skin care related to beauty, skin care has become the primary beauty task for males after 95, and online makeup is also relevant. Consumers have surpassed 90 boys, indicating that a new group of young beauty is awakening.

Source: CBNData X Lynx America's “2017 China Beauty Care Trend Report”

As young people continue to grow and grow, according to data from CBNData, the beauty industry is no longer overly dependent on people in the 23-28 age group, and the trend of consumer youth is irresistible. Among them, after the 95th consumer has gradually become the core population of beauty makeup consumption, accounting for nearly a quarter of the number of online beauty makeup consumer in 2016, the growth rate of its online consumption scale has maintained a 3-digit growth for three consecutive years.

Source of data: QQ big data "95 after aesthetics"

On the other hand, society has a softer attitude towards the use of beauty by men. According to QQ big data research, nearly 45% of them accepted daily men's makeup, and more and more men spend more on creams and perfumes to make themselves look It's more perfect.

Source: Jingdong & Nandu Media "2017 Beauty Consumption Report"

The sales gap between men and women in cosmetics consumption dropped from RMB 26.6 billion (about USD 4.02 billion) last year to RMB 13.7 billion. Young men, especially men between the ages of 18 and 26, have become the driving force for this growth.

Source of data: iResearch Consulting “The Generation of Post-95 Fashion Consumption Report in 2018”

According to Euromonitor's forecast, by 2019, the average annual growth rate of Chinese men's cosmetics consumption will reach 13.5%, which is much higher than the 5.8% of global men's cosmetics consumption.

Source of data: iResearch Consulting “The Generation of Post-95 Fashion Consumption Report in 2018”

It is understood that BB cream, lip makeup, eyeliner / liquid is a favorite of boys after 95, in addition, perfume, men's makeup is a higher preference for beauty products; and for skin care products they began outside the professional men's care products Pay more attention to basic products such as emulsions and cleaners, and consumer preferences are constantly escalating.

Why do boys love makeup?

Once upon a time, men's make-up has always been seen as a manifestation of femininity, why now become sophisticated?

Consumption upgrade is the fundamental driving force

In Maslow's hierarchy of needs theory, human needs are followed by physiological needs, security needs, social needs, respected needs, and self-fulfillment needs. Amy needs are high-order psychological needs between respect and self-realization.

Supporting the rapid development of economic value, there is also rising income levels and strong demand for consumer upgrading. According to the latest statistics released by the National Bureau of Statistics and China's consumer confidence index for the third quarter of 2017 released by Nielsen in November, the per capita disposable income of the country’s residents increased by 7.5% compared to the same period of last year, and the Chinese consumer confidence index steadily increased to 114. The willingness to rise to an all-time high of 58 has reached the highest since 2014. In addition, the per capita expenditure in the first three quarters increased by 7.5% year-on-year, and the "Beauty for the United States" category of cosmetics and beauty salon baths also reached a double-digit growth of 13% and 10%.

In fact, there is no difference between the reasons why girls love makeup, and most boys make up for their own pleasure and make themselves look more pleasing.

Male color consumption era

Both the variety shows, the film and television dramas, and the brand's promotional films are all strengthening the concept of “men’s value economy”. The neutral temperament and exquisite makeup of male idol stars are considered to represent the current trend.

Post-95 favorite star ranking Source: Tencent QQ × City Pictorial: Post-95 Interest Report

The clean and timid, “little fresh meat” and “small milk dog” are designed to replace male figures such as tough guys, uncles, and overbearing presidents who become the new darling of women.

Source: Baidu's "2017 Men's Cosmetics Industry Report": Wu Yifan, Lu Yi and Quan Zhilong and many other "makeup" actor stars have become the first choice for men's beauty makeup facial makeup.

Girls are willing to buy Clothes for men after makeup. The boys also hope to get the handsome appearance of Ai Dou through simple makeup and skin management. Therefore, there are people who are keen to imitate Wu Yifan's broken eyebrows, Quan Zhilong's eye makeup, and Luhan skin makeup. The "followers" of Huang Zixuan's eye liner.

Increasing social inclusion

In Korea, basic skin care products have been widely used among men. BB creams belonging to make-up categories in the country belong to the category of basic skin care products in Korea. There are also reports that Korean men use 13.3 kinds of cosmetics per month on average and 36.7% of men use masks. And ordinary men go out to apply makeup and makeup is the norm.

In the past, if a man focused on image and skin care, it was easy to be tagged with “mother” by people around him. Many beauty-loving boys do not want to dress themselves, but they are worried about being misunderstood.

The first male spokesperson for the Maybelline brand Manny Gutierrez

However, with the ease of people's attitude, men's skin care and makeup are no longer a topic in the present. Many beauty brands have also begun to use male stars, male beauty makeup bloggers. Although the masculine image of the makeup on the screen is not suitable for everyone, it creates a forgiving makeup atmosphere. At least everyone starts to realize that male makeup is not a shameful incident.

The face of the society, men and women are the same

Although "the society that sees the face" is only a ridicule for people, but today's fragmented information spreads rapidly, and consumption only needs one click, today these words have gradually become a real silver and silver reality. Various types of nets with beautiful appearance are active. The various social platforms quickly transformed the followers of fans into a considerable amount of revenue.

Source: More Beauty & BOSS Directly Announced "Young People's Chinese Face Value Competitiveness Report"

The famous labor economist Daniel Homers said in "Face Value and Labor Market" that the value of Yan and the total income of life-long labor force are positively correlated with each other: the average value of people with relatively low facial value is removed, excluding other variables. The income is significantly lower than those with higher face value. This difference can be seen as a “face value penalty” imposed by the market. Similarly, the average income of people with higher facial values ​​will be significantly higher than the average income of those with lower facial expressions. This difference is the “face value bonus” given by the market.

Source: More Beauty & BOSS Directly Announced "Young People's Chinese Face Value Competitiveness Report"

The value of face value pressure is everywhere, and high face value is becoming the “standard” pursuit of people's good life in the new era. According to the “Year Value Competitiveness Report for Chinese Youth” data, 80% of Chinese youth believe that in the social, marriage, and workplace fields, etc. Yan value can be better developed, and 90% of young people believe that high face value can help raise salary. The effect of the face value effect reached a new height. People in all age groups felt the pressure of face value in the past 10 years, of which 98% of them had face value pressure from birth.

How to play the new business

Market segmentation and diversity opportunities

Although the male cosmetics brand market has been developing rapidly, it is still in the primary development stage. It is far from reaching the subdivision and diversification of Ms. cosmetics, and it is a market that is not fully competitive. Judging from the law of market development, a new FMCG market tends to have a relatively loose competition structure. Each of the competitors has equal opportunities and flourishes; after entering the middle stage of development, monopoly and oligarchs have begun to emerge, and the market has become more differentiated; while the market has developed. In the later period, the market segmentation gradually improved, and competitors in the segmented market entered, driving fragmentation of the competitive landscape. At the same time, it began a new round of cycles in the segmented market.

Male makeup products are mainly based on basic skin care categories, but the space available for makeup products is limited. For example, lip gloss, eyebrow products, and other favorite categories of men are the brand's stepping stone into the men's beauty makeup market and the entry of new brands into the market. Opportunity.

Young people have lower brand reliance

Although teenagers are more brand-oriented, this does not mean they are more brand loyal. In particular, 18-22 year-olds have the lowest loyalty to shops and brands. Their personality is more assertive, but also need to reflect their own unique, what brand of product may not be concerned, it is important to meet the characteristics of such consumer groups, it is fashionable and interesting.

This means opportunities for new brands. Of course, as young people grow older, brand loyalty will increase. If consumers wait for consumers to develop brand usage habits, they will miss the window if they go close to consumers. period.

Jacket & Coat

Clothes, Clothes Mentor,Clothes Rack,Clothes Stores

GDFHDFH , http://www.nbjacket.com