"Set sail again"
After two years, the natural hall from the Himalayas has once again brought a new surprise to the makeup industry.
On May 17th, in the memory of the eastern suburbs of Chengdu's trendy culture district, Nature Hall created a flash mob event for the new product launch that integrated creative make-up transformation, product interactive experience and music carnival. At the press conference, Nature Hall not only officially announced a series of new makeup products, but also officially announced that Nature Hall Makeup has entered a new era.
So, in 2024, when domestic brands gradually occupy a dominant position, what kind of wave of change will the re-starting Nature Hall Makeup set off in the makeup market?
After two years
Nature Hall has redone the makeup
Makeup is still one of the most important growth drivers in the cosmetics market, especially when people gradually take off their masks and return to normal life, and makeup begins to gradually regain the market share that once belonged to it.
According to the "2023 China Cosmetics Yearbook" produced by Qingyan Information, the domestic cosmetics market will reach 170.09 billion yuan in 2023, a year-on-year increase of 13.5%, and the market share will increase by 21.3 percentage points year-on-year, making it the second largest category in addition to skin care.
It is worth noting that in the context of the overall recovery of the market, the domestic makeup market has also quietly changed, and the market pattern dominated by international brands in the past is gradually being broken, and more and more domestic brands have begun to top the list of major e-commerce platforms, rewriting the new competitive pattern of the market.
The new departure of Nature Hall Makeup is also becoming an important part of breaking the market change.
In fact, as early as two years ago, Nature Hall realized that in order to be the first in the category, in addition to the scientific and technological strength of the product itself, it must also meet the needs of fashion more deeply, which is the most important endogenous characteristic of the makeup category.
As the saying goes, Naturedo began to readjust the existing makeup product line, and carried out drastic reforms in various aspects such as product formula, visual image, and product tonality, and reshaped the visual image of the packaging with the Himalayan genes of Naturetang Group and the self-developed base makeup black technology, creating the first batch of original makeup series "born for better skin".
Qingyan learned at the press conference that this time, around the current hottest "oxygen" makeup, a total of 6 makeup products including foundation, cushion, primer, setting spray, lipstick and lip gloss were unveiled, redefining the original makeup with a clearer, more durable and more delicate makeup effect. The vibrant rose carts, the cozy camping block, and the pink wishing wall at the press conference all echoed the theme of the new product.
It is worth mentioning that the comprehensive rejuvenation of Nature Hall Makeup has not only received praise from the first batch of consumers, but also captured the hearts of professional makeup artists. At the press conference, Du Xiangyu, a popular professional makeup artist in the variety show "The Glory of Color Craftsman Conference Season 2", made a surprise appearance, and "exploded" makeup on the spot, creating a 520 exclusive "heartbeat oxygen makeup" for amateur guests, which caused an amazement at the scene.
▍Makeup artists change makeup on site
According to the brand, in the next few days, the new product launch site of Nature Hall will continue to greet the experiencers with flowers and music, and the site can not only experience the full set of services of Nature Hall's professional BA skin care and makeup, but also scan the code to receive new product samples and 520 exclusive roses, and experience the "magic" of Nature Hall's new makeup products in a leisurely and comfortable way.
Rooted in the Himalayas
Nature Hall "Volume" base makeup
At the beginning of this year, when Qingyan visited the head makeup factory, it was found that many people in the industry have a consensus: the hottest sub-category of makeup in the next few years is base makeup. The data of the "2023 China Cosmetics Yearbook" also shows that the size of the base makeup market in China's cosmetics market in 2023 will be 89.61 billion yuan, an increase of 22.4% year-on-year, much higher than the growth rate of the makeup market, and 82% of consumers will use base makeup every day.
It can be said that 2024 may usher in the "explosive year" of base makeup. Judging from this market insight, Nature Hall is on the right track again.
Qingyan found that among the 6 new products recently released by Nature Hall, base makeup products accounted for 4 seats, and they completely covered the whole process from skin care to makeup. Zheng Qu, the external affairs representative and product director of Naturetang Group, told Qingyan that since Naturetang decided to do a good job of makeup, base makeup has always been the most important part of Naturetang's long-term vision. "It's actually quite difficult to do the base makeup, but we can't give up and won't give up."
▍Zheng Qu, external affairs representative and product director of Naturetang Group
In the process of research and development of new products, Nature Hall tries to combine the scientific research results accumulated over the years with a deep insight into the base makeup market, integrates technology and fashion, and uses the innovative technology of Nature Hall in the field of base makeup, supplemented by the essence of the Himalayan Arc, to awaken sustainable beauty with the power of nature.
For example, the new soft mist long-lasting foundation liquid is based on the insight into the current three major problems of base makeup floating powder, makeup removal and mottling, using amino acid toner wrapping technology and 3D three-dimensional mesh film-forming technology, supplemented by 4D soft mist powder and oil control factor, so that the foundation can establish a firm layer of "bionic clothing" makeup holding elastic net on the skin1, which can effectively fix the position of the powder, so that the base makeup fog is not stuck on the skin, and can achieve 24 hours of ultra-long makeup without fear of expression lines.
At the same time, in order to maintain the appearance of makeup while achieving the effect of nourishing the skin, Naturetang also added oligomeric hyaluronic acid, which is easier to be absorbed by the skin, and the freeze-dried powder of Himalayan tea extracted by low-temperature freeze-drying process.
It can be said that under the broken and reorganized, Naturetang's new base makeup has returned to the essence of the base makeup demand, starting from the pain points such as makeup holding, powder feeling, skin feeling, etc., to build a base makeup competition barrier featuring high durability and comfortable skin feel.
It starts with a base makeup, more than just a base makeup
In the final analysis, as an important part of the fashion industry, the market demand of makeup has always changed rapidly and diversely, and is often affected by consumer aesthetic preferences, social emotions, scene needs and other aspects. That's why the pace of innovation in the cosmetics industry never stops, requiring brands to be constantly sensitive to market dynamics and innovate in color and efficacy.
If the base makeup is a classic product created by Nature Hall Makeup for the new market, color makeup has become an important basis for it to lead the fashion trend, and it is also the key for Nature Hall Makeup to lead the trend of the makeup market.
In the previous market insight, Naturetang found that the current beauty market is blowing a wave of "original" makeup, "pseudo-no-makeup", "mother-like makeup", "low-saturation makeup" and so on have become a new round of makeup fashion, and nude makeup has become an indispensable part of the current beauty fashion trend. The data of beauty practice also shows that in the past three years, the efficacy claim is the fastest growth rate for the filing of domestic makeup products such as matte and nude makeup, and texture nude makeup has become a new trend.
In the view of Nature, there are thousands of forms of beauty, and instead of following the trend of being the same, it is better to make the makeup more in line with the original self, depict the original texture of beauty, and restore the most beautiful self.
With the blessing of airy film-forming technology and compound essence ingredients, not only the upper lip is as light as a veil, but also moisturizes the lip skin while maintaining the matte texture, which is dumb on the outside and moisturizing on the inside, dumb but not dry.
It is worth mentioning that Qingyan learned at the scene that in the future, Nature's Makeup will continue to be updated, and the first batch of eyeshadow, blush, and highlighter series will be launched one after another, gradually completing the whole product structure of Nature's makeup, creating a complete Nature's Makeup system, and comprehensively attacking the makeup market. As Tacy, General Manager of the Marketing Department of Nature Hall, said at the press conference: "This is the glorious new year of Nature Hall Makeup. ”
In the current market, there is never a shortage of cosmetics brands, so differentiated competition and innovation ability have become the key to determining the long-term survival and development of brands. It took two years to restart Nature Hall Makeup, which is responding to this market issue. In the current era of domestic cosmetics, Naturetang, which is marked with the unique imprint of the Himalayas, is shaping a new business card of makeup, bringing more innovation and vitality to the industry.
Remark:
1. It refers to the 3D three-dimensional mesh film, which is like a bionic cloth that firmly fits the skin, and the skin feels light and not stuffy
2. "The data comes from the self-evaluation of 34 consumers aged 18-45 from Naturetang Group after using Naturetang Soft Mist Long-lasting Makeup Foundation N02 Ivory White for 24 hours, 79,41% of them recognize long-lasting makeup, and the actual use effect varies from person to person.
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