A series of industry norms and regulations have been announced one after another, and the policy of the beauty industry has become stricter. Whether it is raw material approval, filing and registration, or advertising claims, a series of policy requirements will undoubtedly increase the cost of new product development, prolong the R&D cycle, and cause brands to be more cautious about product innovation and product iteration.
In this current situation, through social listening (Social Listening), insight into the innovative trends of beauty products under the big data of social media, reflecting huge commercial value.
Social Listening is to extract valuable information from social media data. Use social media to capture keywords related to brands/products/marketing events on the Internet, help brands discover industry hot products, analyze users' core demands, and tap product application scenarios, so as to create extreme products with huge market potential. In the middle, leverage new growth.
Based on the four major aspects of the industry's macro environment, category development trends, brand marketing highlights, and product innovation trends, Shushuo Stories uses social listening to gain insight into the needs of target consumers, find out which ingredients they are more interested in, and what new trends they have brought ? Which scenes touch them more, and which content do they trust more?
1. Facial masks occupy the C position in the category, and the popularity of essences has skyrocketed
Based on the growth index and voice scale of social media, comparative analysis is made on subdivided categories of the beauty industry, to discover potential categories, and to further analyze category trends in terms of ultra-high-end, high-end, mid-end, and mass.
In the skin care market, from the perspective of the overall category trend, masks are still the most popular, followed by essence. The ultra-high-end focuses on the eyes, the high-end impacts the neck, and the popular line still focuses on basic sun protection and cleaning.
Through social listening, the neck care group associated with the knowledge graph of Shushuo Stories shows that ladies, low-headed people, and women over 30 have the most discussions on neck care products. Different pain points, such as dry lines, sagging skin, loss of collagen, etc. The neck cream that reduces neck wrinkles has also become a popular effect, accounting for 90% of the heat in consumer discussions.
In the era of just-needed sun protection, diversified sun protection scenes have spawned more sun protection explosions. In the past year, the concepts of anti-photoaging, anti-blue light, and anti-ultraviolet sensitivity have risen fastest in the past year, which have brought popular sunscreen products of many popular brands, such as the Mistine little yellow hat, which focuses on anti-photoaging; Anti-blue light; Winona sunscreen is mainly sensitive and soothing.
2. Lipstick is unstoppable, and big-name foundations are deeply cultivated
Listening to the market segments of different grades, the high-end and ultra-high-end markets are more focused on foundation, and the mass market is still dominated by lipsticks.
Based on the insights from social media, the high-end base makeup market is growing rapidly, and new demands such as sun protection and tear ditch cover have risen significantly; mass market lip makeup texture innovations are active, and a variety of new forms have emerged, such as lip gauze, lip mud, lip gloss, etc. Come to experience more surprises.
3. Listen to the aspirations of the constituent parties, and "resistance" becomes the key word of the year
Based on the social listening analysis of massive big data, Shushuo Stories reveals the potential efficacy and ingredients in advance from trend lists such as hot list, rising list, and efficacy list. In general, in the innovation of beauty products, skin care pays more attention to efficacy, ingredients, and skin quality; while color cosmetics pay more attention to efficacy, skin experience, and makeup effect.
In the skin care market, "resistance" has been the key word in skin care for 22 years. Anti-aging and anti-wrinkle are still the mainstream trend, among which anti-sugar related ingredients: niacinamide, VC, astaxanthin, carnosine are the star ingredients; the second echelon "white truffle", "Bosein", "glucosinolate", " "Ergothioneine" is ready to go.
In the list of cosmetic effects, the "skin care" of cosmetics has taken shape. The demand for refined effects has emerged, the concept of skin care continues to be hot, skin care base makeup has been upgraded, and other cosmetics categories have also entered the game, such as lipstick, makeup, pre-makeup, concealer, etc.
4. Men's beauty market continues to rise
Whether it is skin care or makeup, there is a growing trend under social insights. More and more boys join the ranks of exquisite men. They not only do basic cleaning, but also pay attention to masks, essences, and even base makeup. Easy to wipe handsome" "Natural without makeup".
5. The wind of blind box is rising, and the second throw spreads make-up
In terms of packaging, secondary throws and blind boxes have sprung up rapidly. In terms of disposable products, Bloomage Bio's Runbaiyan and Quady are leading the trend. Consumers recognize their benefits of portability, sterility and hygiene, and the packaging trend of secondary products has gradually extended to color cosmetics.
6. Guochao marketing has become a breakthrough point for domestic brands
Analyzing the marketing cases of major beauty brands on social media, domestic brands are more patriotic. I have seen many successful cases from the entire marketing circle, which confirms these insights. Since Huaxizi brought the trend of the national trend, many domestic beauty brands have joined the trend of the national trend, and the elements of the national trend have blossomed everywhere. The national trend IP has been tried and tested, and is favored by consumers.
