Beauty consumption, which has shown a rapid recovery trend this year, has ushered in a small outbreak in this 618 promotion.
Vipshop data shows that during the climax of the 618 Mid-sale Festival, the overall sales of beauty categories increased by 11.5% year-on-year, of which beauty and skin care, makeup and perfume, personal care and other categories all achieved double-digit growth; In terms of brands, sales of international brands and domestic brands increased by 11.4% and 11.1% year-on-year, respectively.
Based on multi-dimensional data analysis such as on-site sales, fashion trends, buyer recommendations, and user evaluations, Vipshop will release the "618 Beauty Consumption Beauty List" in 2023, covering the main list "618 Beauty Record List", the sub-list "One Trick Fresh" Single Product List, "Ingredient Party Favorite List" and "Ultimate Cost-effective Set List", providing consumers with diversified references.
Domestic sales performance is eye-catching, new brands "run fast"
According to Vipshop's "618 Beauty Performance List", among the top ten beauty brands in terms of sales "record", international brands L'Oréal Paris and Yulan won the first and second places, while domestic brands Proya occupied the third place in the record list with a year-on-year increase of more than 60%.
At the same time, the sales performance of domestic brands is eye-catching, occupying 6 places in the list, and Winona, Marumi, Nature Tang and others rank high.
Vipshop data also shows that in addition to domestic brands that are among the "618 beauty record list", the upward momentum of new domestic brands is gratifying. During the climax of the 618 Mid-sale Festival, the overall sales of new domestic brands increased by 30.6% year-on-year, of which the sales of Guyu, HBN, AKF, and PMPM increased by more than 70% year-on-year, and Mao Geping's sales increased by more than 140%.
"One trick fresh" wins, and multi-brand explosive models perform well
From the sub-list, during the 618 period this year, the large item strategy of domestic brands has achieved remarkable results.
The route of large items is the "secret to winning" for many domestic brands, especially the new domestic brands are good at driving the entire brand matrix with large items. Cutting-edge brands such as Winona, Zhengben, HBN, Guyu, and PMPM have contributed a series of core products with strong drainage capabilities, driving overall sales through large items, quickly forming circle influence, and enhancing brand recognition.
Vipshop's "One Trick Fresh" Single Product List shows that Proya Ruby Day Cream has excellent sales performance, occupying the top spot, and is also the "hero" of Proya winning the first record in domestic brand sales; HBN's ace product "Morning C and Evening A Anti-aging Water and Milk Set", which aims at the "anti-aging track", stood out and achieved a multiplier increase in sales.
Functional skincare products are favored, and the ultimate price-performance ratio is sought after
In recent years, concepts such as efficacy skin care and ingredient skin care have been respected by consumers. Vipshop data shows that during the climax of the 618 Mid-sale Festival, the sales of beauty products focusing on anti-aging and firming increased by 28.1% year-on-year, and the sales of functional products such as soothing repair and oil control and acne increased by 14.6% and 11.8% respectively year-on-year. In addition, sales of beauty products containing Chinese herbal and oriental botanicals also increased significantly.
According to the search popularity statistics of the platform, niacinamide, vitamin C, vitamin A, hyaluronic acid, fruit acid, squalane and other ingredients are the most concerned by users. Vipshop's "Ingredient Party Favorite List" shows that during the 618 promotion, the most popular efficacy skin care products include Magnolia Niacinamide Whitening Water Emulsion Set, Spring Letter Three-Body Lock Fresh Innovative C Essence, HBN Retinol Firming Revitalizing Night Cream, etc.
As consumer attitudes become more rational and pragmatic, beauty brands have also adapted to the trend and launched "price-effective" sets. In Vipshop's "Ultimate Cost-effective Set List", the Proya Ruby Empowering Water Milk Set, the Magnolia Big Red Bottle Water Milk Set and the SK-II Fairy Water Skin Care Set won the first and second places in the list.
The person in charge of Vipshop Beauty said that the platform will continue to target the core group of beauty consumers, deepen cooperation with high-quality brands, increase the differentiated supply of goods and services, continue to provide consumers with high-quality and high-cost products and a comfortable and smooth shopping experience, and constantly strengthen the platform's beauty mentality.
