Cosmetics brand sales in the legendary 'lipstick effect'

L 'oreal lipstick sales repeated miracle, YSL stars popular in the Chinese market, lancome new cyanine pure won praise in earnings, maybelline fog feeling matte lipstick is to refresh the beauty makeup industry the first day of sales records, sale hours broken branch, the main color sold out. Since last year, with lower unit price, such as lipstick colour makeup products and has become the darling of the market. The personage inside course of study: a new round of 'lipstick effect'. Under the economic crisis, the consumer shopping psychology and consumer behavior has changed, people's consumption to buy cheap luxury goods. The weak economy has some difficult to save money to buy a house, car, etc. , so instead of hand some extra money to buy a lipstick function of luxury goods such as cheap and whitewash, bring consumer psychological comfort. Cosmetics giant earnings data, show the existence of lipstick effect: according to the recently announced the results of elegant shi landai group, as of (date) (month) (year), the second quarter of the company's net sales. $, year-on-year growth %. Among them, estee lauder recent mergers and acquisitions By Kilian, BECCA, and Too Faced with incremental sales for larger contribution to the growth of the sales - — Nearly half thanks to the United States makeup brand parity Too Faced sales performance, and Becca is also beauty makeup Cosmetics do business. With years of l 'oreal group. Billions of euros to yves saint loren beauty company, year, YSL colour makeup to debut in the Chinese market. Lipstick on the boom in recent years, YSL makeup especially lipstick was a huge increase in sales. According to l 'oreal half annals, luxury goods sector is still in l 'oreal's arm, the unit sales year-on-year growth. %, YSL and armani performance is good, YSL sales year-on-year growth %, including YSL cosmetics market is popular in Asia, especially China market. At present Chinese women economic market is near. One trillion yuan, to the size of the market is expected to reach. One trillion yuan. Compared with aesthetic relatively stable male consumer groups, women are more willing to accept new products, with new experiences. Under the condition of the female user consumption category increases year by year, relative to men and women consumption lower concentration, more balanced and varied. Female consumer diversity is an important driving force. Kay degree index of consumer personal beauty makeup the sample group, the study found the high-end labial makeup buyers groups, family income - Yuan buyers accounted for as much as %, income and the relationship between consumer brands in the United States makeup on no longer hierarchical category, middle-income consumers demand for high-end brands have become increasingly highlighted. And high-end brand in the relative price of lower lip balm, may become a introduction to their first choice. From the point of age, young women also carry the banner of high-end consumption lipstick buyers accounted for as much as %, also confirms the younger generation 'love' important trend of consumption upgrade. All say lipstick is an indicator, is particularly high price sheet is tasted, can instantly change different colour makeup look style and temperament, but very few can finish with a lipstick. In addition to economic factors, brands are also seized the woman's state of mind, love variety, coupled with the unit price is not expensive, give a person a kind of cheap illusion. High brand of lipstick, also brought opportunities to public makeup brand: in the case of consumer purchasing power co. , LTD. , after buying luxury brands lipstick, public makeup brand bottom makeup and eye shadow fill the void of facial make-up. Editor: huang rui