New cosmetic packaging is unique

Consumer trends are the driving force of packaging innovation, and big data analysis is to combine trend insights with packaging innovation. Starting from 2020, the official WeChat account of 'Packaging Manager' will make full use of big data to investigate, analyze, and predict industry and consumer trends to help everyone better understand consumers and have a comprehensive and new understanding of packaging, so that brand companies Be able to master packaging innovation methods through consumption trends. ――The theme of this issue: [Data Statement] Domestic cosmetic brands have sprung up, and the new product packaging is unique!



The economic growth rate of beauty is not decreasing

Affected by the epidemic, the total retail sales of consumer goods (excluding automobiles) in the first half of 2020 decreased by 10.9% year-on-year, while the total retail sales of the cosmetics industry fell by only 0.2% year-on-year. The year-on-year growth rate of the cosmetics industry turned positive in April, and the year-on-year growth rate reached 20.5% in June.

In August 2020, the total retail sales of consumer goods was 3,357.1 billion yuan, a year-on-year increase of 0.5%, marking the first positive growth since the outbreak. In a number of published data, it was found that the total retail sales of cosmetics in August reached 28.4 billion yuan, a year-on-year increase of 19.0%, far exceeding the growth rate of other categories.


Retail sales growth of some commodity categories

This means that the normalization of the epidemic has not reduced consumers' pursuit of quality and beauty, and the beauty economy continues to heat up.

Domestic brands enter the consumer horizon

With the improvement of living standards, disposable income and appearance awareness, the demand for cosmetics will increase. According to data from Oute Europe Consulting Company, in the past year, the retail sales of personal care and cosmetics products across the network was 375.5 billion yuan, and the sales volume For 6.3 billion pieces, the average price of a single product is 95.6 yuan.

The market share of the top ten brands in online transaction scale is 14.2%. Foreign brands have an absolute advantage. The local brand Perfect Diary ranks 9th; among the top 20 brands, there are five brands: Perfect Diary, Huaxizi, Nature Tang, Pecho Ling and Winona Local brands entered the list.

In terms of retail volume, Perfect Diary surpassed L'Oréal Paris with 0.98% of retail volume and became the best-selling beauty brand in domestic e-commerce channels, with an annual sales volume of approximately 60 million pieces. Compared with foreign brands, local brands have ample room for growth in their premium capabilities.


In 2020, Proya, which has successively launched 'big single products' such as ruby ??essence and double anti-essence, has improved significantly. Its first three quarter reports showed that the company's revenue was 2.291 billion yuan, and online revenue accounted for more than half. Among them, the Tmall platform accounts for about 40% of Proya's online revenue.

Proya Ruby Essence

According to the 2020 Chinese cosmetics brand list and the top three categories of sub-categories, compared with the list announced in 2019, the top three categories of whitening, moisturizing, sensitive skin care, and baby products remain unchanged; Huaxizi has emerged as a new force and ranked first in the cosmetics category for the first time The top three, ranked third.

Packaging upgrade empowerment

There are also several selected cosmetics in the fast-moving consumer goods supermarket in our showroom. They have undergone a certain innovation and upgrade in the packaging. The product packaging shows more functions, which further increases the consumption experience. Communicate with sincerity.

The brush head of this soft mist lip glaze by mac does not take the usual path. It is designed in the shape of a gourd head and has also been recognized by consumers. It has a double-curved surface that fits the lips and can well outline the lip shape.

At the end of November, Huaxizi launched the 2020 new friend gift box-Yaci Zhiyin gift box. It is reported that the gift box is inspired by oriental porcelain culture, including two ceramic lipsticks that lasted more than two years, Langyao Red and Persimmon Red Brocade. .

Proya Antibiotic Essence is divided into two independent packaging to keep fresh, and the biggest feature is to press the two-in-one before use.

For active ingredients that are prone to oxidation and unstable, this method can guarantee the activity to the maximum, and can guarantee the absolute sterility and oxygen barrier of the mixing process, opening up a new way for the use of many unstable ingredients.

Proya Double Anti-Night Light Eye Cream

A bottle of dual anti-essence contains 1mL concentrated essence and 29mL high-energy essence. The compartment design is designed to protect the activity of the antioxidant component astaxanthin in 1mL concentrated essence. This method can effectively reduce oxidation. The risk, while exerting the antioxidant activity of astaxanthin.

The difficult 2020 is over, and 2021 does not seem to be much brighter.

Many people pin their hopes on 2021, trying to regain their strength in the new year, even soaring! This positive concept is certainly not wrong, but we must also see reality clearly. Blindly charging does not make us reach the end. Only by keeping our feet on the ground and proceeding cautiously can we become the final winner.

For the beauty industry, the new year 2021 is full of opportunities, but the thorns and challenges on the road cannot be ignored. Any beauty industry should see the status quo of the industry clearly, figure out its own position, and use the correct navigation to guide itself forward.

So, in the new 2021, what are the existing challenges in the beauty industry?

Involved live broadcast will always be the best in the world

The involution of the live broadcast has made the threshold for beauty companies to enter the live broadcast higher and higher, and the cost and pressure of operating the live broadcast are also increasing. In the past, live broadcasting was simply selling goods, and the anchor only needed to introduce good products and explain good product reviews. Nowadays, in addition to promoting the product well, the anchor also has to package himself, maintain the fans, and even do some extraordinary things in order to gain attention.

The live broadcast now sells goods, and the more they sell, the more tired they are. The increasingly fierce competition has forced all the anchors to work harder, from the previous three hours of live broadcasting a day to eight or even twelve hours of live broadcasting a day. However, what is desperate is that no matter how desperate the anchor is, it is difficult to match the top stream anchors such as Li Jiaqi and Wei Ya.

The editor once said in an article that there will never be a second Li Jiaqi or Wei Ya in the future, because the live broadcast pattern is already that way, and it is difficult for anyone to break through this pattern. Therefore, in 2021, beauty brands that want to enter the live broadcast will only become more and more difficult, and the dividends will become more and more difficult to distinguish.

More and more cutting-edge brands are entering the market

The increase of new and cutting-edge brands is not a bad thing for an industry, but for most traditional enterprises, it is a huge challenge. The rapid growth of new and cutting-edge brands has diverted the attention of most young consumers, making it more and more difficult for traditional companies to market.

In previous years, the rivals of traditional beauty companies were mainly international big names. In 2021, traditional beauty companies will have to face more cutting-edge brands! Under the attack of the two parties, traditional beauty companies do not need to change quickly and transform quickly, otherwise it will be difficult for them to survive. Especially for many small and medium-sized beauty companies, it is not easy to make brand upgrades and transformations in a timely manner. Funds and strength are not allowed.

Cutting-edge brands have promoted the rapid development of online channels, which also means that the living space of offline channels will become narrower and narrower. Undoubtedly, in 2021, the offline channels of the beauty industry must be more difficult, because there are more cutting-edge brands, online channels are more abundant, and the market is more attractive!

The technical dilemma where efficacy is king

In the beauty market in 2021, the efficacy of products will be more emphasized. This is a major challenge for the product development and manufacturing of most beauty companies! Many domestic small and medium-sized beauty companies, and even large-scale beauty companies, have not made much breakthroughs in product technology. In many cases, they are still clumsy imitations of international brands, and their efficacy is not outstanding.

In the beauty market where efficacy is king, beauty companies must also weigh the efficacy and safety of products in product development. The stronger the efficacy, the lower the safety. This has become a major technical problem for beauty companies!

It's hard to imagine what the beauty products of 2021 will be like, maybe there are more problems, maybe they will stay in place. Facing consumers who are becoming more and more difficult to serve, how many beauty companies have absolute confidence to make products that satisfy the market?

The three points mentioned above are just the more obvious industry dilemmas at present