Despite the fierce competition, there are still huge opportunities in the beauty market, attracting many entrants. This year, many competitors from other industries have joined the beauty war to carve up the market. Or to survive in a dangerous situation after the performance setback, or out of growth anxiety to prepare for the rain, the beauty market that constantly appears new categories and has a high repurchase rate has become an option for them to jump out of their own field and seek more growth possibilities.
Luxury brands hit by the pandemic will bet growth opportunities on the beauty market, and in May this year, Italian luxury lingerie brand La Perla announced that it will launch new beauty products, including perfumes, body care and cosmetics, through its beauty sub-brand La Perla Beauty.
La Perla Beauty perfume
Valentino launched valentino Beauty this year, the first line of products including foundation, lipstick, eye makeup, perfume and more. The brand also quickly laid out the Chinese market after its launch, launching the Tmall flagship store in July, opening a Chinese flagship store in September, and landing in Sanya International Duty Free City in November.
Hermès, which launched its lipstick product last year, also brought its lip makeup collection to the Chinese mainland market in July this year. Meanwhile, Hermès' second makeup collection , Rose Hermès " , released in April , also includes a color number , Rose Poivré , designed specifically for Asian consumers.
In the post-epidemic era when the concept of "internal nourishment is outside" and consumers pay more attention to overall health, oral beauty products have become a new outlet.
In January this year, the National Health Commission approved the addition of sodium hyaluronate to food, and hyaluronic acid giant Bloomage Bio immediately launched the first hyaluronic acid food brand "Black Zero" in China, and launched the first domestic hyaluronic acid drinking water "Water Muscle Spring" in March, claiming to have skin care effects.
At this year's Expo, inRyu, a technology oral beauty brand, became one of the key display brands of the Shiseido Group, and its years of research and development technology can repair and strengthen the capillary network of the muscle floor and promote the delivery of nutrients.
InRyu
However, in addition to beauty brands, this track has also appeared more and more competitors from the food and health care products industry, due to the different research and development thresholds of oral beauty products and external skin care products, these brands that originally have experience in the development of food and health care products may pose a great threat to traditional beauty brands.
In April, Nestlé announced the acquisition of the core brand of dietary supplement company The Bountiful Company for a $5.75 billion deal, acquiring health product brands Nature's Bounty, Solgar and Puritan's Pride all with cosmetic oral products.
Oral beauty has also become the choice of many cutting-edge local brands to enter the beauty market, and the beverage brand Hankou No. 2 Factory, founded in 2017, launched hyaluronic acid sparkling water "Ha Shui" in March this year, which claimed to have the effect of improving skin when it was listed.
Unomi, an oral beauty brand that received financing this year, a nutrition brand Wonderlab, and a healthy food and beverage brand Genben, have also launched oral beauty products with skin care benefits such as whitening, antioxidants, and anti-sugar.
However, the ambitions of these cross-border competitors are not limited to oral products, and topical skin care products are also the next step in their strategic expansion.
Australian supplement brand JSHealth launched a vitamin-based skincare line in November, and health brand The Nue Co. said it would launch a beauty category after receiving $25 million in Series B funding in July.
JSHealth
In May this year, mineral water brand Baisuishan launched metasilicic acid hydrating spray and announced its entry into the skin care field. In July, Dong'e Ejiao launched its beauty brand Taohuarun, which focuses on ejiao collagen and peach blossom extract ingredients, and Renhe Pharmaceutical also announced the acquisition of 7 cosmetics companies to further layout the beauty market.
When the concept of health continues to penetrate in the beauty industry, the boundaries of makeup products and skin care products are also blurred, consumers hope to maintain a good skin condition while using cosmetics, advocating the trend of makeup-free makeup that shows healthy skin also makes consumers turn to more light and natural makeup products such as colored creams and colored lip balms, at the same time, the simple consumption concept of "one thing and multiple uses" has also become another reason for the popularity of skin makeup. Under this trend, more makeup products began to add "skin nourishment" effects, and skin care brands began to expand the makeup category, extending their tentacles to each other's territory.
In June, drunk Elephant, an effective skincare brand, launched a blush liquid called O-Bloos Rosi Drops, which uses omega unsaturated fatty acids and a variety of antioxidants to provide natural makeup while acting as skin care. Make-up brands Fenty Beauty and ColorPop also launched liquid highlighters and serum blushes this year with skincare ingredients.
Drunk Elephant O-Bloos Rosi Drops腮红液
Beauty egg-based Beautyblender has also joined the trend, introducing a serum-textured foundation in September with the addition of hyaluronic acid and niacinamide.
Fenty Beauty liquid highlight
In addition to facial makeup products, beauty brands are also adding more care to their lip makeup products, and Dior's new Vibrant Blue Gold Lip Balm formula launched in August this year contains 95% natural ingredients, emphasizing the lip care effect of floral extracts. Glossier's tinted lip balm Ultralip, launched in May, also uses ingredients such as hyaluronic acid and three vegetable oils to moisturize and moisturize.
Dior Intense Blue Gold Lip Balm
In addition, new makeup brands created with the concept of "skin care" continue to emerge, such as the niche makeup brands Kosas and Ilia founded in recent years are getting more and more attention, and the combination of makeup and care with the cutting-edge brand Youthforia has gained a lot of heat at the beginning of this year's launch.
YSL Beauty Nu series
In the face of consumers' shifting interest, beauty giants have also begun to test the waters of this field, and in August this year, YSL Beauty launched a new series of "Nu" for Generation Z, including 5 cosmetics with mixed skin care effects.
Flower West Sunscreen Primer
In the domestic market, Hua Xizi, which focuses on the concept of "raising makeup with flowers", launched a product that combines sunscreen and pre-makeup in April this year, providing sun protection while being able to play a role in moisturizing, moisturizing and facilitating subsequent makeup. Polaria also launched a double anti-foundation tailored for oily skin in March, introducing the brand's anti-sugar antioxidant concept in skincare products.
After skin care and makeup, the gradually mature beauty consumers began to look at the all-round care of the body, in order to quickly occupy the minds of these consumers, the idea of building a beauty brand is increasingly applied to the personal care brand.
In the oral care market, the concept of brand communication to consumers is shifting from "health" to "beauty", Colgate-Palm launched the Z generation oral care brand Co. in March this year. By Colgate is positioned as "Oral Beauty for a New Generation" and is close to beauty brands in terms of values, visual identity and product design.
In July, Spotlight, an oral care brand that also positions "Oral Beauty," raised $15 million in funding, and the brand has launched a relatively complete product line around the needs of whitening, tone, sensitivity, gum health and so on.
In China, the oral care track has performed particularly well in this year's capital market, with the highest single financing amount reaching 400 million yuan. Among the brands that have raised funds this year, more pleasing to the eye, similar to the appearance of beauty products, more like the taste of food, more portable packaging is their common feature.
Bop mouth spray
In addition, washing and care brands, especially hair care brands, are also more "skin care products", on the one hand, hair care products pay more attention to the care of the scalp, on the other hand, skin care ingredients and concepts are more applied.
Dove's Hair Therapy collection launched this year has added moisturizer ingredients such as niacinamide and hyaluronic acid to the premium skincare sector, and Neutrogena has also added skin care ingredients to some of its wash products launched this year.
In this year's capital market, hair care brands have also received attention, with Jupiter, a hair care brand that removes dandruff with the idea of holistic scalp care, receiving seed round financing in June this year, and La Terapia, a cutting-edge local brand that received angel financing this year, and Orange Coco, which also focuses on scalp care.
In addition to focusing on scalp care, Super Seeds, a personal care brand that completed a multi-million dollar Pre-A round of financing in October, also focuses on plant-derived ingredients and "pure" formulas in the brand concept, following the natural, "pure" trend in the skincare field.
Yes
At the end of this year, Procter & Gamble and Ouai signed an acquisition agreement, the brand was established in 2016, has expanded from the initial hair care line to body care, fragrance, lifestyle products and other categories, the visual style of its hair care products is minimalist and pays attention to perfume, P&G Beauty CEO Alex Keith called it a "beautiful" brand, this acquisition also means that P&G officially entered the field of high-end hair care.
With the further intensification of market competition, the beauty market will continue to become a cross-border choice for other industries to find new opportunities, and in the face of consumers whose interests are constantly shifting and put forward higher and higher requirements for beauty products, the competition in the beauty industry will inevitably fall into the inner volume to seize more market share. BINC
Author: Lee
Editor: Guo Mansi
Image source: Network