A new statistical data from NPD Group shows that the sales performance of cosmetics during the 2016 holiday season is different from that in previous years, better than perfumed fragrance products, and the growth of cosmetics sales will continue to 2017.
Leonard Lauder, chairman of Estee Lauder group, said in the 2001 global recession that the "lipstick era" has returned and sales of cosmetics are about to rebound. The sales of lipstick were as expected to grow as Leonard Lauder expected that year, which shows that when the economy is sluggish, women will reduce their purchases of luxury goods and shift their focus to cosmetics. Recently, a consumer behavior analyst pointed out that consumers now think twice before buying a luxury handbag, but they will not consider too much when they buy cosmetics.
According to Karen Grant, an analyst at NPD Group global beauty industry, sales of famous brand cosmetics in the fourth quarter are expected to exceed $250 million, which will exceed the sales of perfume products. In general, the fourth quarter holiday sales season will further promote the sale of perfumed fragrance products, but early signs indicate perfume this year. The aromatherapy product has lost its power.
Cosmetics sales are growing faster than usual. 40% of women say they use 5 kinds of cosmetics every day. Karen Grant predicts that cosmetics sales will maintain steady growth in 2017, of which skin care products will grow at a slow speed, and makeup will grow at high speed, and the booming brand will flourish. We will strive for market share with the mature brand.
In the make-up market, consumers are no longer buying a particular product to achieve some kind of cosmetic effect. For example, in the way of enhancing facial contour, consumers are more preferred to achieve their goals in a personalized way, rather than simply using a simple cosmetic product, but carefully selecting a concealer product. Combined with bronze powder to create facial contour.
Karen Grant added that cosmetics with skin care functions will maintain the best selling momentum in 2017, and women consumers are more dependent on multi-functional cosmetics, while anti - old products will be the least popular in skin care products. Products such as lip products, mask and skin treatment will continue to best-selling in 2017, and consumers will pay special attention to skin sunscreen in 2017, and such protective products will also be of great concern.
According to the NPD Group report, the fragrance and fragrance products, the classic fragrance and hand mixed fragrance has been perfect combination, now many brands of new perfume, often not redeployed perfume, but through the combination of handmade fragrance, and re - Engraved perfume, which will be more suitable for millennial preferences, such as Ch Anel recently introduced a new No. 5 L 'Eau perfume.
But in general, in order to get the favor of young consumers, perfume products must be innovative, especially in France, which accounts for 2/3 of the total cosmetics sales in perfume sales, and companies need to make use of various marketing means to resonate with the younger generation.
Cosmetics have become the necessities of women's consumers, and they are more willing to spend money on things that make themselves beautiful, such as cosmetics and clothing, and the price of cosmetics is often lower than that of clothing. In the economic downturn, women are more willing to choose to buy cosmetics.
In addition, the rise of cosmetics consumption also benefits from product innovation and the rise of the millennial generation of self timer. The beauty bloggers in social media are also emerging, which further promotes the consumption of the millennial generation of cosmetics.
It is worth mentioning that at present, quite a lot of cosmetic packaging at home and abroad use cross linked film (cross-linked POF) with better contractile effect. Therefore, it can be speculated that in 2017, the application of cross-linked shrink film in the cosmetics market will grow accordingly.
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