凯度-2018ShanghaiOrientalBeautyValleyInternationalCosmeticAwardWhitePaper_37页_4mb

2018 Shanghai Oriental Beauty Valley International Cosmetic Award White Paper Summary

Core Content

This document outlines the key findings of the 2018 Shanghai Oriental Beauty Valley International Cosmetic Award, focusing on the growth trends in the global and Chinese beauty markets, the strategies of successful brands, and the path to success for both local and multinational brands.

Main Points

Global Market Macro Trends

• FMCG Growth Challenges: The growth in the Fast-Moving Consumer Goods (FMCG) market has become increasingly difficult, with 2017 showing slightly better performance.
• Consumer Reach Point Correlation: There is a strong correlation between the growth of consumer reach points and sales growth.
• Market Share: Chinese local brands and multinational brands have distinct advantages in skincare and makeup, respectively.

Top Brands by Consumer Reach Point

• Chinese Local Brands:

  • CHANDO 自然堂
  • 相宜本草 (INOHERB)
  • 美肤宝 MEIFUBAO
  • One leaf
  • PROYA 珀莱雅
  • 卸泥坊
  • 水密码
  • 百雀羚
  • 御泥坊 (YU NI FANG)

• Multinational Brands:

  • AHC
  • EAU THERMALE 雅 Avène 潘
  • ESTEE LAUDER 雅诗兰黛
  • innisfree
  • LANCÔME PARIS
  • L'ORÉAL PARIS 巴黎欧莱雅
  • 美宝莲MAYBELLINE
  • 曼秀雷敦 (MENTHOLATUM)
  • NIVEA
  • Senka

Key Information

Consumer Reach Point (CRP)

• CRP Definition: Measures the number of times a brand is chosen by consumers.
• CRP Growth: Indicates brand popularity and market penetration.
• Generation-Z Focus: Brands with higher CRP growth among Generation-Z consumers (15-24 years old) are more likely to be chosen by this demographic.

Successful Brand's Recipe

CHANDO 自然堂

• Utilizes natural ingredients from the Himalayas and scientific research.
• Focuses on skincare with a strong presence in both skincare and makeup.
• Launched hero products and increased CRP by 17%.

相宜本草 (INOHERB)

• Emphasizes traditional herbal skincare and has a strong authority recommendation.
• Collaborates with medical institutions and uses idols to enhance brand visibility.
• Essence segment CRP growth: +17%.

美肤宝 MEIFUBAO

• Multi-product line development with hero products.
• Participated in the 2018 National Brand Plan.
• CRP: 11 million times.

One leaf

• Focuses on "fresh" communication and uses media and idols.
• CRP: 27 million times.
• CRP index for Generation-Z: 124.

PROYA 珀莱雅

• Makes skincare products "hot issues" through social media.
• Hero products include Youth Active Cream and Deep Moisturizing Lotion.
• Makeup value growth rate: +150%.

SYRINX希芸

• Offers high-quality products and has a strong brand image.
• CRP: 14 million times.
• Skincare preference index for Generation-Z: 131.

ESTEE LAUDER 雅诗兰黛

• Hero SKU halo effect and crossover with popular culture.
• Makeup value growth rate: +19%.

innisfree

• Personalized beauty for each consumer.
• Customized makeup boxes and liquid foundations.
• Eye makeup value growth rate: +49%.

LANCÔME PARIS

• Utilizes new retail and personalized marketing.
• CRP: 13 million times.
• Penetration growth rate for Generation-Z: +41%.

L'ORÉAL PARIS 巴黎欧莱雅

• Authority and efficiency in skincare.
• Male skincare growth rate: +56%.
• CRP: 61 million times.

美宝莲MAYBELLINE

• Fast fashion and pop-up stores.
• CRP: 13 million times.
• Makeup value growth rate: +19%.

曼秀雷敦 (MENTHOLATUM)

• High technology and quality.
• Strong presence in male skincare.
• CRP: 13 million times.

NIVEA

• Authority and efficiency in skincare.
• Focus on offline channels.
• CRP: 40 million times.
• Male facial cream growth rate: +56%.

Senka

• Focus on healthy and young consumers.
• CRP: 11 million times.

Path to Success

Chinese Brands

• Suitable for Chinese: Develop products tailored to Chinese skin using technology like 3D printing.
• Long-term Trust: Build trust through authority endorsements and consistent quality.
• Focusing on Generation-Z: Engage young consumers through TV programs, variety shows, and social media.

Multinational Brands

• Build Professional Image: Establish expertise in specific skincare fields.
• Create Hero SKU Line: Develop a range of products from hero SKUs to enhance brand visibility.
• Embrace New Retailing: Focus on consumer experience and online/offline interaction.

Conclusion

The report highlights the importance of aligning with consumer trends, leveraging technology and innovation, and building brand trust through authority and media engagement. It also emphasizes the need for brands to cater specifically to the preferences of Generation-Z consumers and to adopt new retail strategies for enhanced market penetration.