Makeup blind box trend gradually rises, industry self-discipline is sustainable
Classification： COMPANY NEWS
Time：2020-12-03 16:14
The "blind box tide" has been unstoppable in various industries, and the beauty field has not "escaped" the fate of being swept away. Whether it is Shiseido, fresh and other big foreign brands, or new domestic products such as Xiao Aoting, and even channel vendors such as Watsons, Sephora, colorists, etc., have put "blind boxes" into the marketing focus, trying to grab the attention of "Gen Z" consumers force.
So, what are the key points of blind box marketing? The first is to capture the strong curiosity of young consumers. Whether or not they feel the "gap" at the moment they open the blind box, this rollercoaster-like unpacking experience is definitely incomparable to ordinary goods. It is this "gambler mentality" that makes consumers unwilling to let go of the possibility of "exceeding expectations". The younger the consumer, the higher the repurchase rate. The second is the super high cost performance. Many student groups and young women who are new to society do not have enough budget to buy formal dresses from major beauty brands, and they also have a vague understanding of products that are really suitable for them. Therefore, many brands have launched blind boxes that cover different product lines. Go straight to the above two pain points.
But once a certain new format accelerates, it will easily get out of control and overflow. Some merchants use consumers' mentality of "hit the big luck" to circulate money, leading to addiction to buying blind boxes, excessive consumption, and ultimately exhausting them. Only when market supervision is in place and businesses and consumers can view this new business with a healthy and self-disciplined mentality, the "blind box" can restore its original attributes.
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