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With its unique user groups and consumption characteristics, Xiaohongshu's Double 11 promotion has become a marketing node that brands cannot ignore. According to the data, 83% of Xiaohongshu's 11.11 promotion users are women, and most of them are from high-tier cities, and they are between the ages of 23 and 25. These users have higher spending power and a younger mentality, and their pursuit of new things and quality life is also stronger.
During the Double 11 period, Xiaohongshu's beauty care equipment category has shown explosive growth in search volume and user demand. Among them, popular categories such as microcurrent beauty instruments, ED light beauty instruments, and hair removal instruments are very popular among users. The user's demand for beauty equipment is also more subdivided, from basic skin care functions to advanced anti-aging, lifting and firming functions, and the user's needs are becoming more and more diversified.
Microcurrent beauty device: The microcurrent beauty device has been widely praised by users for its safe and effective skin care effect. Its effects include wrinkle tightening, plumping and anti-aging, etc., which can meet the needs of users for skin rejuvenation.
ED Light Beauty Device: The ED Light Beauty Device combines the benefits of light therapy and skin care to deeply whiten the skin while improving skin texture. Its variety of ways of use also allows users to personalize their skincare according to their needs.
Hair removal device: As a popular item in summer, hair removal device still maintained a strong sales momentum during Double 11. In addition to the traditional underarm hair removal function, some high-end hair removal devices have also added new functions such as facial hair removal and bikini hair removal to meet the diversified needs of users.
New sub-category track: With the continuous development of science and technology, many new sub-categories have emerged in the field of beauty and body equipment, such as collagen light beauty instrument, ultralight cannon beauty instrument, etc. These new products have attracted the attention of a large number of users due to their unique technical principles and skin care effects.
Excerpts from the report are set out below
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