The Future of Make-up: Comsumption Trends and Product Preferences

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1. There is an obvious demand for skincare product segmentation.

The deterioration of air quality in China's first- and second-tier cities makes women pay more attention to skin care. The survey shows that over three-quarters of female respondents indicate that they will increase investment in skin care products next year.

Meanwhile, driven by the concept of fine living, Chinese female consumers are not satisfied with basic skin care. They begin to pursue "agelessness" and "inverse growth" and forever young becomes the ultimate goal of female consumers. In recent years, with industry incidents coming out one after the other, safe skin care products "returning to original nature" are becoming a fashion, and Chinese female consumers' concern of cosmetics begins to shift from simple product effectiveness to product safety and naturalness.

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Meanwhile, driven by the concept of global going green and environmental protection campaign, the concept of green organic living is affecting a growing number of Chinese female consumers, and mild green natural skin care products will become a trend of skin care products consumption in the future.

The reason why consumers prefer foreign brands and luxury brands is that, on the one hand, the enhancement of consumption pattern and safety awareness among Chinese female consumers make them pay more attention to products' "quality".

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Product price is no longer the factor female consumers caring about most; compared to the weaker domestic brands, they would rather choose higher-priced foreign brands. On the other hand, women are "emotional beings", they are not only concerned about the quality of products, but more inclined to choose the brands being able to strike a chord with them emotionally and mentally, and there is still a large gap between the domestic and foreign cosmetics brands in brand building and emotion marketing.

  1. The US cosmetics boom is over;
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As for the consciousness of makeup, Chinese female consumers have taken makeup as a basic etiquette and way of life. Meanwhile, the survey finds that female respondents aged are higher than those aged and in sense and consideration of makeup.

Lipstick in the Lab: How innovation is driving the European cosmetics industry

These independent labels accounted for 50 per cent of revenue and 55 per cent of overall growth in prestige beauty for , according to NPD. Even as the beauty giants rush to catch up by acquiring buzzy young brands and funding incubators that support beauty entrepreneurs, they face a longer-term problem. Millennial and Gen Zers have developed an affinity for niche brands not just for their flexibility but because they better represent an increasingly diverse US market.

Rising brands like Uoma Beauty and Base Butter , for example, are led by founders from diverse backgrounds whose inclusion attempts feel more authentic to consumers than larger brands. To receive the Vogue Business newsletter, sign up here.

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LinkedIn Twitter Facebook Pinterest. Versed was launched in response to the rising popularity of skincare over makeup. Vogue Business Recommends.

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The durability of plastic packaging enables us to protect, preserve and store products in a variety of ways. While with the development of skin care product experience and knowledge, the "full effect" products solving multiple problems simultaneously are often difficult to earn their trust, and the specialised products addressing a specific problem are more attractive to them. Related Topics Bioeconomy. When targeting beauty products to millennials, it is important to remember several things: Sephora and Ulta are good examples of beauty retailers that have successfully attracted millennials by introducing the kinds of value-added services, in-store and online, that millennials appreciate. US retailers have caught on and ramped up their skincare offerings at the expense of makeup products. Detailed and transparent labeling was also key to millennial consumers.

By Suzy Menkes 4 September By Christina Binkley 5 September By Kati Chitrakorn 13 September Make better business decisions Sign up to our newsletter for a truly global perspective on the fashion industry.