Wake up in the spring, and the mood of wanting to be beautiful grows wantonly in the new spring.
According to the data released by the National Bureau of Statistics, the total retail sales of social consumer goods reached 7,706.7 billion yuan in January and February 2023, a year-on-year increase of 3.5%. Among them, the total retail sales of cosmetics was 65.6 billion yuan, up 3.8% year-on-year, achieving the first positive growth since August 2022, and the cosmetics market showed obvious warming momentum.
Recently, Vipshop joined hands with many well-known beauty brands to launch a consumer survey called # Vipshop Beauty Awakening Plan #, and based on the platform sales data, brand feedback and nearly 1,500 netizens’ responses from platforms such as Weibo, Xiaohongshu, bilibili and Zhihu, it released the "2023 Beauty Awakening Trend" (hereinafter referred to as "Trend"). Trend shows that since the beginning of this year, the trend of making-up first, refined demand and streamlined skin care has been remarkable, which has brought new development space and growth point to the beauty market.
Trend 1: under the recovery of the market, make-up is the first to start.
In the vibrant spring, bright makeup makes people feel happier and more confident socially. Benefiting from the full liberalization of consumption and social scenes, makeup consumption took the lead in the first quarter of 2023, which sounded the clarion call for the recovery of the beauty market.
According to the data of Vipshop, from January to mid-March, 2023, the sales volume of platform makeup increased by 6.24% month-on-month, among which lip makeup and eye makeup products increased the most obviously, increasing by 15.3% and 18.6% month-on-month. In terms of brands, the sales of domestic beauty brands, such as Huaxizi, Kazilan and Tangduo, have increased significantly, with an increase of 17.1%, 24.9% and 20.6% respectively.
Geographically, the sales of beauty cosmetics in first-tier and new first-tier cities have increased significantly. For example, the sales of beauty cosmetics in Beijing, Shanghai, Guangzhou and Shenzhen increased by 20% to 40% month-on-month, and the growth rates of Chengdu and Chongqing, the "most beautiful cities", both exceeded 80%. Among the top ten cities in beauty sales, Xi ‘an increased by 101.9% month-on-month, ranking first in the country in terms of growth rate.
Trend 2: The consumer demand is refined, and the subdivided track is optimistic.
With the refinement of consumer demand, more and more beauty brands further expand their product lines and capture opportunities to segment the track. Taking Tangduo as an example, in 2022, innovative products, such as high-gloss capacity-repairing disk and ultra-fine eyeliner, were introduced in addition to the dominant categories such as eye shadow and blush, which formed a more perfect product layout and quickly seized the market segment.
At the same time, consumers’ awareness of cosmetics has improved rapidly, which puts forward higher requirements for the brand’s product strength. The person in charge of the Lancer brand pointed out that many "component parties" are even familiar with the basic formula and efficacy features of the products, and the beauty track will continue to "roll the efficacy" and "roll the research and development".
In addition, the refinement of demand is also reflected in the consumption scene+style. The person in charge of Maybelline brand said, "With the stratification, diversification and refinement of consumer demand, beauty care brands gradually break the circle boundary and expand brand influence through topic innovation with different emotions and scenes."
Trend 3: quality consumption prevails, and subtraction skin care becomes a hot spot.
# vipshop Beauty Awakening Plan # Consumer survey results show that nearly half of the consumers surveyed have reported that their consumption mentality has tended to be calm in the past three years, and their choices have become more rational, paying more attention to product quality. "I used to buy what I used to buy, but now I prefer to be short of it, and I will choose products that are of good quality and suitable for me."
The person in charge of Maybelline brand believes that consumers’ pursuit for the quality and details of beauty products reflects a typical attitude towards self-satisfaction.
The ever-changing lifestyle is reshaping the relationship between consumers and beauty care. A person in the beauty industry said, "Under the influence of environmental awareness and healthiness, consumers are increasingly favoring products with natural raw materials and safe ingredients. In terms of makeup, more consumers began to’ do subtraction’, praised natural and clean makeup, bid farewell to exaggeration and pursue originality. "
After more than half a year’s market downturn, the prosperity of the cosmetics industry has greatly increased. Cosmetics are selling well during Valentine’s Day 214 and Women’s Day 3.8 this year, which also makes brands optimistic about the next market trend.
The person in charge of the Orange Blossom brand said, "When the overall social mobility returns to normal, the vitality of the market is increasingly displayed. More importantly, we have seen more confidence in the industry, which comes from the supply chain, channels, consumers, and even more from various brands in the industry. This makes us look forward to the overall recovery of the beauty industry. "
The person in charge of Vipshop’s beauty cosmetics said: "As the original intention of the Spring Awakening Plan, Vipshop hopes to join hands with beauty brands in spring and start from spring."