2017百度护肤行业报告（英文版）_21页_31mb

SKINCARE INDUSTRY BAIDU SEARCH REPORT SUMMARY (2016-2017)

Core Content Overview

This report provides an analysis of the skincare industry's search trends in China from 2016 to 2017, highlighting the evolving consumer preferences, the impact of external factors, and the rise of high-tech skincare solutions and premium brands. The data is sourced from Baidu IMS, reflecting the online search behavior of Chinese consumers.

Main Trends and Insights

1. Seasonality Impact on Skincare Search

• The skincare industry shows strong seasonality in search trends.
• Oil-control & anti-acne peaks from June to October.
• Whitening & anti-freckle peaks from March to August.
• This indicates that seasonal changes significantly influence consumer skincare concerns and product searches.

2. Top Searched Functions

• The most searched skincare functions are oil-control & anti-acne, whitening & anti-freckle, moisturizing, anti-aging, and scar removal.
• These functions reflect the key concerns of consumers related to skin health and appearance.

3. Search Content Breakdown

• Non-product keywords (e.g., "how to remove acne", "how to whiten skin") account for 62% of total searches.
• Product keywords (e.g., "face mask", "serum", "sun-block") make up 38% of searches.
• This suggests that while product searches are important, there is a strong demand for general skincare knowledge and solutions.

4. Top Searched Products

• Face masks are the most searched product, with a 34% share and +13% YoY growth.
• Aesthetic medicine (e.g., Hyaluronic Acid injections, laser spot removal) is gaining popularity, showing a +26% YoY growth.
• Sun-block and serum also have notable shares and growth rates.

5. Top Growth Products

• DIY masks show a +42% YoY growth.
• Laser spot removal (e.g., "laser remove freckles") has a +184% growth.
• Thermage and Face-lift instruments are also experiencing high growth, indicating a rising interest in non-invasive beauty treatments.

6. Brand Trends

• Foreign brands are more popular among Chinese consumers, with Japanese brands showing the highest growth.
• Top growth brands include:
  • Refa (+516%)
  • Skinceuticals (+444%)
  • Papa Recipe (+344%)
  • Foreo (+310%)
  • Kose (+258%)

7. Consumer Sophistication

• Consumers are becoming more specific in their skincare concerns, focusing on particular areas (e.g., eyes, nose, lips, neck) and specific issues (e.g., acne, wrinkles, blackheads).
• There is a growing interest in ingredients, with consumers seeking detailed information on the efficacy of components in skincare products.

8. High-Tech Skincare Instruments

• The rise of high-tech skincare instruments (e.g., water spray instruments, cleansing devices, face-lift instruments) is driving consumer interest.
• Products like Foreo Luna, Clarisonic Mia, and Ya-Man HRF10 show significant growth, with Foreo Luna growing by +240% and Ya-Man HRF10 by +667%.

9. Premium Brand Growth

• Premium brands are gaining traction as consumers upgrade their skincare habits.
• Brands like LAMER, RéVive, and COSME DECORTE show substantial growth, with LAMER growing by +62% and RéVive by +78%.

10. Product Nicknames

• Consumers are increasingly using product nicknames for skincare items, which is a fun and effective marketing approach.
• Examples include:
  • "小灯泡" (bulb) for serum
  • "神仙水" (fairy water) for skincare serum
  • "小棕瓶" (little brown bottle) for serum
  • "小黑瓶" (little black bottle) for serum
  • "小紫瓶" (little purple bottle) for serum
• These nicknames show growth rates of +166%, +83%, and others, indicating a trend towards more personalized and colloquial product naming.

Key Takeaways

• Chinese consumers are increasingly focused on specific skincare concerns, external factors (e.g., pollution, haze, cellular radiation), and high-tech solutions.
• Premium brands and ingredient-focused products are seeing significant growth, reflecting a shift towards more informed and sophisticated skincare choices.
• Product nicknames are becoming a popular and effective way to engage with consumers, indicating a trend towards more relatable and trendy marketing strategies.
• The skincare industry is evolving with a blend of traditional and modern approaches, driven by consumer demand for both efficacy and experience.