上海荤场子

In the coming year of 2022, the new consumption trend of beauty cosmetics in the "post-epidemic era" is becoming more and more prominent.

For example, "cost performance" and "flat replacement" have become the hearts of young consumers; The constituent party is popular, focusing on functional skin care, so that some domestic products in niche tracks are favored by generation Z; "Atmosphere" makeup has become a trend, seemingly inadvertently beautiful, but in fact the details are perfect; The popularity of camping, frisbee and other sports has pushed beauty brands to "overweight" outdoor application scenarios, and consumers have also put forward higher requirements for functional products such as anti-ultraviolet, waterproof and sweat-proof.

Recently, Vipshop conducted comprehensive analysis and ranking based on in-station beauty sales data, platform search data, professional buyers’ recommendation, users’ real evaluation, network hotspots and other dimensions, and launched the "2022 Beauty Hot Search List" to provide consumers with a "beautiful" summary and trend inventory in 2022.

The statistical results show that in the current challenging economic environment, many consumers’ ideas have changed and become more rational and pragmatic, and the popularity of search terms such as "cost-effective" and "flat replacement" remains high. In this context, the trend of domestic products and cutting-edge brands with obvious cost-effective advantages ushered in the "market year".

Take the "New Brand Plan" of Vipshop, which focuses on trendy domestic products, as an example. Since its launch more than a year ago, the project has been well received by users. In 2022, the overall sales of beauty products will increase by 58.8% year-on-year, and the sales of brands such as Ximuyuan, Zhuben, Grain Rain and Yeast Color will double. At the same time, in order to improve the cost-effective experience, L ‘Oreal, Olay, Clarins, SKII and other first-line brands have also launched value-added packages in Vipshop, further enriching users’ shopping choices.

Another highlight of the beauty market in 2022 is the continuous upsurge of functional skin care. Under the market education in the past two years, consumers have learned a lot about whitening and moisturizing products. According to the annual search data of Vipshop, hyaluronic acid, salicylic acid and nicotinamide became the three hottest beauty ingredients in 2022, followed by Centella asiatica, 377, VC, astaxanthin and alcohol A.

In the field of make-up, "pseudo-plain face" and "atmosphere" are the mainstream trends of make-up in Vipshop’s station in 2022, which are embodied in the pursuit of lightness and thinness in foundation, earth tone in eye shadow, and moist and bright lipstick. Interestingly, from the ranking of consumption data, in addition to the North, Guangzhou and Shenzhen, Chengdu, Chongqing, Xi ‘an, Wuhan, Kunming and other places have also squeezed into the top ten cities that love to buy cosmetics. Chengdu and Chongqing are even more beautiful than Shanghai and Guangzhou.

Thanks to the vigorous rise of outdoor activities, the concept of year-round sun protection is deeply rooted in the hearts of the people. In 2022, the search volume of sunscreen products in Vipshop station is more than twice that of whitening products, among which the search volume from post-90 s and post-95 s groups has increased significantly. Vipshop data also shows that young people after 90 and 95 are more willing to spend money on sun protection than buying hair and body care products.

The person in charge of Vipshop Beauty said that in the past year,With the change of consumption trends and the emergence of new brands, the beauty market is vibrant in generate. Vipshop will gain insight into consumer demand.Actively cooperate with well-known brands at home and abroad and introduce more high-quality beauty products.In the future, Vipshop will keep up with the market trend and continuously enrich the shelves of beauty products to meet the diversified and personalized consumer needs of more users.