2022-05-12-亿邦动力-2022年Q1_美妆个护行业数据洞察报告_44页_3mb

Summary of 2022 Q1 Beauty and Personal Care Industry Report

• Market Overview: The 2022Q1 beauty and personal care market on online platforms transitioned from high growth to minimalist growth, with a slight decline attributed to the pandemic, market maturity, and competition. In Q1 2022, online transactions remained steady, with cosmetics spending approximately three times higher than personal care, indicating a preference for premium beauty products. Overall market sales grew at a moderate pace, reflecting external factors like regulatory changes.

• Category Breakdown:

  • Cosmetics and Personal Care: In Q1 2022, cosmetics dominated in terms of sales份额和消费者偏好, with key subcategories including facial skincare, makeup, and sun protection. Compared to personal care, cosmetics showed greater fluctuation due to industry shocks including heightened regulations.
  • High-Growth Subcategories: Notable increases included men's personal care, accounting for a 804.66% year-over-year rise, and health-focused items like hygiene devices (e.g., portable toilet seats and sanitizers), which grew by 768.63% due to enhanced hygiene awareness.

• Brand Analysis: The top cosmetic brands by online sales in 2022 included brands like L'Occitane/Olay providing hydration. Ocadi makeup stands out, with other competitors such as Estee Lauder and Pacific bars. Personal care top sellers focused on electric grooming tools and hygiene products, supported by science-based health endorsements.

• Consumer Behavior: Demographics showed females comprising the majority of beauty shoppers, while personal care skews female, with high levels of trust in scientific content and user reviews. Average consumer age was lower in personal care, indicating broader appeal, and higher engagement in skincare-driven trends on platforms like Zhihu.

• Digital and Content Trends: In Q1 2022, content on Zhihu spiked in cosmetics and daily care topics like makeup recommendations. Hot searches included water-salicylic acid beauty terms and specific anti-aging methods, reinforcing consumer desire for evidence-based skincare. Strategies using Khadisha collaborations and content contests boosted brand visibility, leading to increased customer engagement around key purchase periods like festivals and shopping events.

• Zhihu Marketing Value: The platform supports in-depth professional content creation from medial and cosmetic experts, offering a powerful channel for shared discovery and product interaction, yielding significant reach from micro to macro marketing campaigns with measurable success rates.