T3C: Anti-aging is the Trend of Offline Beauty Shops
- Chaileedo Press
- Sep 28, 2022
- 3 min read
Recently, "alive" has become a hot word, and the beauty industry has encountered various challenges this year, but we can also see that the efficacy cosmetic track is still lively.CHAILEEDO invited Fu Fei, Director of Brand Center of Shanghai Finhere Cosmetics Ltd. (Affiliates of the T3C), to share the beauty trends in China.
CHAILEEDO: From your perspective, what do you think will be the biggest trends in the cosmetics industry next year?
Fu Fei: Now is the era of the “beauty economy", and consumers' demand for cosmetics is rising year by year, especially the post-00 generation, which is focusing on skin care. Since 2020, the cosmetic industry has seen a series of trends such as "continuous segmentation of categories", "three-dimensional marketing channels" and "rapid growth of emerging channels".
Under the influence of the current environment, I believe that as a company, we should always look for "the same" in "all changes", which is the real foundation of our existence. In my opinion, next year the cosmetics industry will return to two keys: one is "efficacy value" and the other is "emotional value".
From the standpoint of consumers, the primary point of consideration for building brand trust and loyalty is "efficacy," which is the underlying logic that really moves consumers to buy. Relying on efficacy testing and safety testing, we are able to justify and substantiate the "efficacy" claim.
When the "efficacy value" is satisfied, people will then pursue the "emotional value". For the brand, the positive emotional value can help the brand in the hearts of consumers to establish a sense of satisfaction outside the product function. For stores, providing the right service and establishing a good customer relationship with customers, can also bring more positive feedback.
CHAILEEDO: Which categories are you optimistic about next year and why?
Fu Fei: These years I'm focusing on the track of anti-aging. From the layout of the international market, not only the focus of international brands on anti-aging lines is increasing year by year, but also brands are more inclined to launch complex products, mostly by combining other effects with anti-aging effects. I believe that in the future, anti-aging products synergize different ingredient formulations to better meet the trend of consumer functional preferences.
From the consumer's point of view, anti-aging is a category that almost everyone has a need for. Not only for mature skin, but I have also done research before and found that among the consumers who are concerned about anti-aging claims, students are the group we cannot underestimate. The demand for anti-aging has also become more segmented, with the younger group focusing more on anti-aging, hoping to keep their skin in good condition and solve the aging anxiety caused by staying up all night and other lifestyle habits. The mature group is more concerned about solving fine lines and sagging skin, preferring products that can target specific aging problems.
Therefore, for the whole anti-aging market, not only the user demand is relatively stable, but also the future consumption space still has great potential.
CHAILEEDO: In the future, what are the major rules of survival for offline cosmetic stores?
Fu Fei: Most of the consumption behaviors are carried out in specific scenarios, and users get to know the products through the perception of the scenarios. In different scenarios, users' feelings and impressions of the product experience will be different.
Therefore, if stores want to break the game and open up sales, they must first open up the scene and establish a channel between product selling points and application scenarios in order to effectively grasp the user's pain points, establish a good interactive relationship, and then stimulate the user's desire to buy.
The next step to opening the scene is to do a good job of user operations. Our concept is "User First", not only to deep insight into the needs of users, insight into their habits, age and preferences, but also through online combined with offline marketing model to really "reach" users through online and offline marketing mode, such as good content design, user maintenance and activity planning, to achieve a win-win virtuous cycle with users.
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