丝芙兰在中国：在美丽的新时代失势

Skincare1.Bodycare4.Color cosmetics2.Haircare3.Perfumes5.About Daxue Consulting6.Outline 051709132024 © 2024 DAXUE CONSULTINGALL RIGHTS RESERVED#IneffectiveNeckCareProducts#LackOfSophisticatedBodycareBODYCARE#MakeupChallengesForUniStudents#NoQuickMorningFullMakeUp#HumidSummerMakeupCOLOR COSMETICS#InEffectiveMultifunctionalProducts#PostHairProcedureProducts#EffortlessBeautyForLazyAndBusyPeopleHAIRCARE#NeedSkincareForTeenagers#EnvironmentalSensitivityIssues#IssuesWithHealthyProducts#LargeBottlesNotForOnTheGo#NoLightSmellAndLongevity#NotSafePerfumesSKINCAREPERFUMESConsumer pain points discussed on social media in China © 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDHow Chinese discuss beauty on major social media platformsKey facts•Advanced recommendation algorithm•Extensive user-generated content(e.g., tutorials, reviews, unboxings)•Community-driven platform•E-commerce integration•Looking for trends and keeping upwith trends•Content creators explain trends, givetutorials, and share their opinions•Comments under posts are relativelymore specific because people will taketime to write them•Endless content timeline, whichgenerates high screen time for users•E-commerce integration•Range of content, from short posts tomultimedia and long-form articles•General and niche community spaces•E-commerce integration•Very focused on trends, more fastpaced tutorials and product showing•Comments and discussions onproducts are more surface levelbecause there is less interactionsbetween users•Seeking real-time beauty trends, oftendriven by celebrity and influencerposts•Product recommendations, with userssharing their experiences with beautyproductsXiaohongshu (小红书)Douyin(抖音)•312 MAU (2023)•46% aged 18 to 24•68% female, 32% male•90% of content is user-generated•755M (Feb 2024)•50% aged below 30•48% female, 52% male•598M (Dec 2023)•51% female, 49% male•Nearly 75% aged below 35 yearsKey featuresBeautydiscussionpointsSources:Xiaohongshu,Douyin, Weibo, Statista,乐居财经 Weibo (微博) 1PainpointsinSKINCARE Some consumers find “healthy” claims are falling shortChinese consumers are increasingly ingredient-conscious in skincare, giving rise to "skintellectuals” (成分党).Particularlyamong the younger generation, there is growing interest in using healthier skincare products. However, the pain points ofcompromised shelf life or false claims become more frequent.Sources:Xiaohongshuand Weibo, Social listening analysisIssues with “healthy” skincare productsShort shelf life or excessive preservativesConsumers note that natural products either have a shortshelf life or are full of preservatives.How Chinese consumers define“healthy” skincare productsChinese consumers define “healthy” skincare products asthose thatinclude natural and organic ingredientslikeTraditional Chinese medicine, plants, and herbs, while alsohavingminimal additives.Deceptive branding of ”natural/organic” productsConsumers discuss that some brands claim to be “healthy”when that’s not necessarily the case. For example, somebrands claim they are “natural” or “organic” because theirmain ingredient is a natural extract from plants or herbs,even though they still contain additives.Some natural products are irritatingMany plants or herbs used in “natural” products areconstituted of different chemical components thatcan beirritating and harmful. © 2024 DAXUE CONSULTINGALL RIGHTS RESERVED Skin issues influenced by environmental changes are on the riseChinese consumers perceive their skin to be more sensitive. They are more aware of the minor skin issues that arise, especiallythoseinfluenced by environmental changes, including seasonal shifts, pollution spikes, and dry air from air conditioning.“Air conditioning skin” (空调肌)During the summer months in China, air-conditioners are heavily used in most indoorrooms. Chinese consumersdiscuss theirstruggle with "air conditioning skin”, whichoccurs when their skin transitions from thehot and humid outdoor weather to the coldand dry.Pollution often reaches harmful levels inChinese cities, meaning that a lot more PM2.5 particles interact with the skin. Theyblock pores and cause symptoms such asacne, inflammation, and ages the skinSymptoms•Dehydrated skin•Allergies•Ages the skin•Acne•Water-oilimbalance•Oily surface anddry interior © 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDAir pollutionfaster.“Wheneverthere is smog,my face justbecomes redand sensitive…it’s very painful.”-XHS user@爱吃泡芙Skin issues from seasonal changesIn China, people recognize that seasonalweather and atmospheric conditionsheavily impact their skin, especially inthe extreme climates of northern andsouthern regions. This result inconsumersfrequently changing theirskincare routines, which can be bothfrustrating and costly.#Winterskincare#63M views#Summerskincare#60M views#Autumnskincare#50M views#Springskincare#34M viewsSource: Social listening analysisImages source:Xiaohongshu Teenagers are buying products that aren’t suitable to their skinTeenagers in China are seeking skincare prod