NEWS CENTER

Make-up "he economy" is coming?

Classification： COMPANY NEWS

Time：2020-12-03 16:31

Male celebrities endorsing beauty products have long become a trend.

"Double 11" is in full swing. If you thought it was a carnival for ladies, you would be wrong. Cainiao data shows that the stocking of imported cosmetics for men on the first day of "Double 11" pre-sales increased by more than 3000% year-on-year. Some analysts pointed out: The "other economy" in the cosmetics field is entering a stage of rapid development. Indeed, the younger generation, who has gradually become the main consumer force, has significantly more acceptance of "male makeup". In particular, the rise of short video platforms and live broadcast platforms has increased the presence of male beauty KOLs in the public eye.

Makeup giants have also sensitively captured the trend of "other economy" and strengthened the layout of men's makeup series: For example, CHANEL launched the BOY DE CHANEL series, which includes basic items such as foundation, eyebrow pencil, and colorless lipstick; and POLA ORBIS The launched FIVEISM×THREE series adds eye makeup, lip makeup, nail polish and other products to the basic models to meet the more diverse needs of increasingly sophisticated men. Domestic brands also have outstanding performance in this field. In September of this year, the domestic men’s cosmetics brand "Blue Series" completed an angel round of financing of nearly 15 million yuan. It is highly cost-effective and has a rich product line to accurately position "post-90s" and "post-95s" Male consumer group.

According to Allied Market Research (Allied Market Research) estimates: By 2022, the global male personal care industry will reach 166 billion US dollars. At present, men's makeup still has problems such as fewer product categories and insufficient classification. There are obvious male stereotypes in appearance and advertising design. But this also means that there is still a vast space waiting to be developed. Whoever can accurately hit consumer pain points and fill market vacancies will be able to run faster and farther on this track.

pre: TF is not only expensive for lipsticks, its make-up is also very expensive, a set of cosmetics costs 2500, would you buy it?

Next: Daily make-up process, only 7 steps for delicate make-up