In May, when everyone was busy losing weight, the lipstick industry was also losing weight. Including Chanel, the key of CPB skin, Givenchy, etc. , have introduced thin tube lipsticks that are slimmer than traditional lipsticks, and this trend is getting worse. It is reported that Estee Lauder is also preparing to launch similar products in August this year.
This slim tube lipstick looks like a female cigarette. In Chanel's slim tube lipstick advertisement, actress keira knightley holds this lipstick with her index finger, and her sexy and handsome appearance kills many women's hearts.
CPB, a high-end brand owned by Shiseido, is the pioneer of this kind of slim lipstick. The brand launched this lipstick in Japanese headquarters as early as 20 12, but due to the product filing, the time to market in China was delayed to 20 14.
CPB related people said that the original purpose of this lipstick was to attract and develop new consumer groups through novel styles. After this product went on the market, it really effectively increased the brand's make-up sales performance. In the first year of listing, the make-up sales of this brand increased by 133% year-on-year.
Thanks to the participation of many star bloggers in previous overseas listing activities, Chanel's slim lipstick became popular on instagram (a foreign social networking site) early. After it was officially listed in China in April this year, many color numbers in the shopping mall were sold out.
It is reported that Estee Lauder is also preparing to join the trend of slim tube lipstick, and its slim tube lipstick product Lipmelt oil-dyed rouge will be listed in China in August this year.
Why should lipstick lose weight?
From the product itself, the formula of thin tube lipstick is different from that of traditional lipstick, which leads to the need for different shapes of packaging materials to support it.
Zhu Yue, executive director of CIC's Combustion Knowledge Consulting Company, said that the traditional "bullet-shaped" lipstick was invented during the First World War, and the measured and modified outer diameter was determined after comprehensive use.
The traditional lipstick has a short board, that is, "the texture is hard, the moisture is not enough, and the lips often feel dry or even peeling." Wang Yaqin, an expert in cosmetics research and development, said that it is necessary to improve the formula. "After adding moisturizing ingredients to lipstick, the hardness decreases and it is easier to break, so the brand has made innovations in packaging materials and made a slightly thinner thin tube lipstick by pasting."
Wang Yaqin believes that slim tube lipstick is different from traditional lipstick in appearance and use feeling, and it has more personality, which also promotes its evolution into a trend.
Zhu Yue said that from the market point of view, improving the appearance of products is also the main marketing method and selling point of cosmetic products.
According to a survey conducted by CIC consultants, the retail sales of cosmetics (including skin care products and cosmetics) in China increased by more than 15% in 20 15 years. Among them, with "8090" using makeup more widely than the previous generation, the growth rate of makeup is faster. "The market sales of 20 15 cosmetics have exceeded 20 billion yuan. If this trend continues, the market demand for cosmetics will reach more than 45 billion yuan in 2020. Brand merchants must hope to seize this business opportunity quickly and seize more shares before the market is saturated. " Zhu Yue believes that compared with other cosmetics, lipstick is not only an essential product for getting started, but also the price is relatively close to the people, so merchants will tend to choose lipstick to "test the water".
Even for big brands like Estee Lauder and Chanel, the price of lipstick products is only two or three hundred yuan; As for the "Lady Fan" CPB, the tube and the core are sold separately. The price of the tube is 200 yuan, and the price of the sticker is 400 yuan (the brand says that it is sold separately for environmental protection, so it can only be a matter of opinion). It is precisely because of the relatively low price of lipstick and good decorative effect that the word "lipstick economy" came into being. Whenever the economy is depressed, the sales of lipstick will increase.
However, although the formula is more moist and the shape is more cool, the thin tube lipstick is not without its shortcomings. The idea that "the thinner the lipstick, the cheaper it is" is somewhat naive. As far as the thin tube lipstick on the market at present is concerned, although it is smaller than the traditional lipstick (the traditional lipstick is mostly 3.5-4g, while the thin tube lipstick is only 2g), the price is similar, even higher than the traditional lipstick. In addition, because of the soft texture, the thin tube lipstick "only comes out" when used, that is, how much it spins out, how much it spins back.