美妆个护行业趋势

Information Classification: General郑冶Jack ZhengNIQ中国首席增长官 消费者希望保持在“追求美丽”上的花销Consumers want to maintain beauty spending 与其他快速消费品类别相比，消费者更不愿意减少在美容方面的支出Compared to other FMCG categories, consumers are more reluctant to reduce spending on beauty 全球消费者对于美业的需求将会在接下里10年带来$3000亿的规模增长Global Consumer Demand for Beauty will $897Bcontinue to grow by $300Bn in the next 10 years Consumer Income EffectConsumer Income Effect消费者收入影响 Net New ConsumersNet New Consumers净新客 Inflation and Exchange RatesInflation and Exchange Rates通胀和汇率 线上市场为护肤品类产品的主战场，并持续贡献增长Online dominated and developed in most of Skin sub-cates 化妆品店是线下市场中最重要的渠道之一Cosmetics is the most important channel 消费降级并不意味着一味低价，消费者对高端产品的核心诉求从未改变Trade down does not mean low price; it is necessary to meet the core demand for premium 62% 消费者每次购买护肤品时都会购买更大包装的产品Consumers buy more ofbigger pack sizeper purchase trip for Skin Care 46%Professional ingredientscould still charge more Voolga敷尔佳 消费者购买了具有医疗美容或药妆等专业特色的护肤品Consumershave boughtskin care products withprofessional characteristicssuch as medical beauty orcosmeceuticals98% Mass brand booming across Social Ecom TOP1 masstigesheet mask brand+13.2 护肤类产品在社交电商平台增速（对比2023年） Skin Care products withnon-masstigeprice arelotion & creamBasic lines kept stablewithin mass brands Chando男士喜马拉雅冰川保湿露70ML+1.4 Proya水漾芯肌倍润型透润乳120ML+78.5 使用场景的变化从占比情况看，上半年派对、通勤等场景需求显著增加,而出游、睡前和熬夜后修护等暂离TOP3榜单 最受亚太地区消费者青睐的产品类型Top favored products benefit for APAC consumers 健康和功能性已成为亚太地区消费者选择美容和个人护理产品的关键 Beauty & Cosmetic •抗老Anti-aging•特供产品Customised for my skin type•功效Efficacy•功能性成分（如维生素C、视黄醇、AHA/BHA、透明质酸等）•保湿Hydrating Healthy and Functionalbecomes essential forAPACconsumerswhen choosingBeauty & PCproducts Source: BASES consumer survey Feb 2024•不含刺激性化学物质，防腐剂等•功效Efficacy•品牌信赖From a trusted brand•保湿Hydrating•润肤Moisturizing•皮肤健康Skin health 保湿,抗衰老,及美白淡斑是中国消费者最看重的功效 中国消费者追求多重功效 China consumers seek formultiple benefits, implying theirhigh demand on Skincarefunctions …whileAcne Oil-ControlandRepairingare more selective for groups withmore special skincare routine: Q: Which product benefits/ingredientsyou will focus on when buyingskincare brands? Acne Oil-control控油祛痘35%Repair/Anti-allergy修复抗敏33% 抗衰类产品持续蓬勃发展Anti-Agingtrend keeps blooming 通过更加专业化的产品迎合消费者需求Professionalizingconsumer need Q: Which product benefits/ingredients you will focus on when buying skincare brands? (by Female/ Male groups) Deeper:Female userssearch for more-than-one pharmaceutical ingredients while choosing the benefit ofSkin care products. Whitening美白烟酰胺19%维他命C12% Anti-aging抗老胶原蛋白23%虾青素13%玻色因10% MEIFUBAO玉珍弹力保湿MS%: 0.4+/-MS%: +0.1 Repairing修护积雪草11%神经酰胺11% Broader:Male usersexpand their need & concern about Skin problems and become more diversified inproduct choice. 男士护肤品创新同样进入更加专业化配方领域Male Skin Moist innovations take a deeper look into professional benefits High functional Suncare Pharmaceutical ingredients 旅游业和户外活动蓬勃发展，为防晒霜市场注入了活力Tourism and outdoor hobbies are booming, energizing Sunscreen market 谢谢聆听！