In the consumption of high-growth ingredient skin care products, domestic brands account for more than 50%, and the unit price is lower than that of international brands, showing greater ingredient efficacy and cost-effective advantages.
In addition to paying attention to the efficacy of ingredients, consumers' trust in the opinions of dermatologists and skin care information experts has also been significantly improved. The sales scale of dermatology skin care products has expanded year by year, and the overall growth rate is higher than that of skin care products. In addition to international brands such as Kiehl's and la roche-posay, domestic brands such as Winona, Yuze and Runbaiyan also have outstanding performances.
The consumption scale of skin care cosmetics has increased more than six times in three years, while the proportion of skin care cosmetics has exceeded 90%, among which BB cream /CC cream has the highest growth rate. In consumers' demands for the efficacy of skin care cosmetics, moisturizing is the core demand, and herbs, ancient prescriptions and essences are the main propaganda points of skin care cosmetics.
In addition, men's awareness of skin care is gradually strengthening, and the growth rate of consumption scale is faster than that of women. Geographically, the penetration rate of skin care awareness of northern consumers is relatively higher, leading the wave of skin care consumption.
Head care is becoming more and more refined, and nearly 80% of consumers expressed concern about their hair health. The consumption scale of the online head care market has increased by about 2 times in the past three years. In addition to shampoo and conditioner, refined care products such as essential oil, nutrient solution and hair mask have also been added to consumers' hair care process, especially scalp pre-washing products and essential oil, showing a large growth space and outstanding growth rate. Different generations have different demands for the efficacy of head care. Before 1985, it paid more attention to anti-shedding; after 1995 and 1990, it paid more attention to anti-aging, anti-oxidation and Shu Min effect; in the Z era, it paid more attention to scalp cleaning.
In the form of packaging, portable small packages of skin care products are very popular. The consumption scale of online small package skin care personal care is increasing year by year, and the growth rate of small package consumption is obviously higher than other packages. In terms of different categories, the consumption scale of small packages of facial skin care products accounts for the highest proportion, and the growth rate of head care is higher.
In facial skin care products, the essence of small package is the most mature, and the subdivision products such as small bottle sunscreen and tablet makeup remover also show a high growth rate. In small package head care products, essence is also the sub-category with the highest consumption proportion, and the growth rate is far ahead, among which ampoule form is the most popular.
Consumers buy small packages mainly for travel or portability, and there are some differences between different categories. For example, facial skin care in small packages may also be for preservation, while portable body care products have health considerations.