Mintel's latest report, Make-Up - 2017 China, shows that
Lip Makeup contributes 22% of the 2016 makeup market sales, up from only 15% in 2014. 95% of Chinese urban female consumers have used
Lipstick and
Lip Gloss in the past six months.
As can be seen from the data, consumer demand for lipstick is gradually increasing, which is also a good breakthrough for the makeup market.
Where can I break through? First of all, the author wants to review the changes in lipstick with everyone.
When makeup is just beginning to flourish, more people pay more attention to facial makeup than lip makeup, and think that they have one or two lipsticks.
Slowly, the concept of many people began to change to "the makeup can not draw, but the lipstick must be painted", and the appearance of "lipstick control" has laid the role of lipstick in the makeup industry.
Product changes meet the needs of consumer evolution
From the initial
Creamy Lipstick to the later liquid lipstick (
Lip glaze), the different styles of lipstick are mainly due to the different needs of consumers for coloration and moisture.
Paste lipstick can be well colored during color use, and the color rendering is good, but the moisturizing degree can not keep up, and the appearance of lip glaze solves this problem well. So the lip glaze that smoothes the lip lines and makes the lips look smoother is a good thing for many people.
Later, in order to meet the needs of more people, double-headed lipstick became the latest highlight. For example, Tom Ford's new double-headed lipstick, one is a
Lip liner, the other is a lipstick, and one lipstick is quite two kinds of lip makeup products. This design is very popular among consumers.
In addition, the persistence of lipstick has always been a point that consumers pay particular attention to. In order to meet this type of demand, a lipstick raincoat was born.
The lipstick raincoat contains silica, silicone oil, mixed with perfluoromethyl isopropyl ether and dimethylsilylated silica, which forms a film on the lips to prevent and block. It is also a highlight of the makeup industry, solving the problem that many people want lipstick to be more durable.
Design change limited edition replaces classic packaging
In the world of Yan Guan, any good-looking products are particularly attractive, such as the YSL Star Series and the Givenchy Marble Series. Although some of the packaging has changed, these limited-edition lipsticks are out of stock as soon as they are listed. Because of this, many international big brands will launch limited-edition lipsticks from time to time.
△YSL Star Series
△ Givenchy marble
Compared with international brands, the changes in packaging design of Chinese local brands have always been lacking.
This year, Mary Kay joined hands with KFC to launch a limited edition lipstick for strawberry ice cream cones. The lipstick series filled with girls is popular with many people. This successful cross-border cooperation by Mary Yijia also proves to the makeup industry that cross-border quantities are not only international brands, but local brands can also play design.
△ Mary Yujia × KFC launched a limited edition lipstick
Color changes from aesthetic needs to personalized display
In addition to the traditional positive red, the lipstick color is constantly changing with the needs of consumers.
"I want you to color", "Star you color", "Mermaid color" comes from the hot Korean drama, as well as pumpkin color, aunt color, eating earth color, nude color, etc. are lipsticks that have appeared in everyone's sight in recent years. Popular colors.
△Aunt color
△ eat earth color
Just as major brands use regular colors and popular colors as the main color numbers, some brands have played a different style.
The MAC charm, which has always occupied an important position in the makeup industry, has launched a multi-color lipstick series, and the colorful lipsticks have a visually strong impact.
△MAC lipstick
In addition, Tom Ford, YSL and other international big names have also produced a more unique color lipstick, although the color is very different, but consumers are still willing to pay.
In addition to foreign brands, Chinese local brands have also tried new colors. In December 2016, Afu launched 500 different color lipsticks in a single tone, and entered the lip makeup industry with high-profile, becoming the most popular local brand.
Faced with many people's doubts about the excessive number of red lipsticks, Afu has carried out a concept tour with the theme of [Color·Bound 2017" throughout the country, and used the phrase [The color on your lips is the courage to measure the world". .
△ Afu lipstick
