Beauty brands are becoming increasingly unfamiliar with young people

The unpredictable nature of young consumers has made many businesses feel distressed. They are fond of novelty and dislike old things, and their consumption tendencies are fluctuating. In order to serve them well, businesses must always maintain change.

Especially in the beauty industry, the demands of young consumers change very quickly, and sometimes change silently. By the time you realize it, this change is already outdated, and the next change is about to come.

Predicting changes in the needs of young consumers has become a skill that beauty brands or stores must master. Nowadays, the changing demands of young consumers are all "sneaking into the night with the wind", and cosmetics merchants can only discover them by raising their vigilance and attentiveness.

Through observation and research on young consumers born in the 1990s and 2000s, the editor has discovered three new changes in their beauty needs. We hope this can help everyone refresh their marketing strategies.

At the moment when the lipstick market is saturated, eye shadow is clearly an absolute "dark horse". Relevant data shows that the year-on-year growth rate of eye shadow category in a year has reached more than 80%, which is the fastest growing category in the cosmetics category.

Many well-known cosmetics brands at home and abroad have also invested more efforts in eye shadow categories. Like Colorpop's California Eye Shadow Disk, Jaffree's Rainbow eye shadow Disk and YES! IC keyboard eye shadow and so on are all popular eye shadow designed with great care.

The young lady next to Xiao Bian said, "Recently, I am more interested in collecting eye shadow than lipstick. Lipstick is really the same now. Everyone no longer compares lipstick with each other, and novel eye shadow often attracts the eyes of people around."

Another lady said, "If my boyfriend gives me lipstick every time, I will not be happy. What I lack is lipstick? What I lack is beautiful eye shadow."

Nowadays, young consumers have a high level of makeup, and their hunting range for cosmetics has become wider and wider. eye shadow is their second key hunting target after lipstick. In the interview with Xiao Bian, they also said that they still like to buy eye shadow plates, rather than buy monochrome eye shadow.

Today's young consumers are no longer satisfied with just facial skincare. They gradually understand that in real life, what is presented to their significant other is not just their face, but also various parts of their body. What they hope for is that their entire skin can shine brightly.

Moreover, young consumers nowadays spend a long time in air-conditioned rooms and often go out to expose themselves to the sun. In addition, after taking a shower, their skin evaporates 60% of its moisture, leading to skin problems such as dryness, peeling, and itching.

Therefore, the market for body lotion is also quietly expanding.