2020 Beauty Industry Brand Marketing Insights Report

This article shares with you the marketing trends in the beauty industry. In November 2020, "Double Eleven" + "Black Friday" drove another wave of consumption. QuestMobile data shows that the people who pay attention to beauty brands are mainly young women under the age of 30. This group of people has strong purchasing power, and users with online spending power of more than 1,000 yuan account for 28.7%, with a TGI as high as 152.8.

Two noteworthy phenomena have emerged: First, the "product shopping guide + order purchase" model of live e-commerce has shortened the purchase decision chain. The average monthly usage time of the beauty and makeup crowd on the Taobao Live APP has reached 437.7 minutes, second only to the 674.4 minutes of Taobao mobile phones. Another phenomenon is that on the mini-program side, the beauty and makeup crowd has a clear preference in the fields of community e-commerce and fresh food e-commerce, which also confirms the purchasing power of this group.

The platform’s big promotion month naturally intensified the KOL content marketing war among various brands. On Weibo, Xiaohongshu, Douyin, and Kuaishou platforms, European and American brands outperform domestic, Japanese, and Korean brands in terms of content quantity and interaction share, accounting for 59.2% and 84% respectively. Dior and Chanel are far ahead, and can be said to be very wealthy.

However, in another marketing battlefield - live streaming e-commerce, Chinese brands have quietly exerted their strength and have shown results: first, they have the largest number of products on the shelves and the most exciting live streaming; second, in some popular categories, such as facial masks and essences, they can compete with European and American brands; third, in terms of price, cost-effective products within 100 yuan directly compete with European and American brands' mid-to-high-end products of 200-500 yuan...

What is the specific situation? You might want to read the report.

In November, the "Double Eleven" and "Black Friday" shopping festivals took turns to debut. Beauty brands deeply understood the characteristics of beauty users and increased brand awareness and sales through KOL content marketing and live e-commerce.

Young women drive beauty consumption and are keen on price comparison and live streaming

1. The beauty and cosmetics crowd is mainly young women under 30 years old, with high online spending power, which has promoted the prosperity of beauty and cosmetics consumption.

2. Compared with European, American, Japanese and Korean brands, domestic brands started later, and there are also obvious differences in age and regional distribution structure. They are favored by sinking areas, young and middle-aged user groups.

3. On the APP side, in addition to comprehensive e-commerce, beauty users have a significant preference for spending more time on social e-commerce and discount price comparison apps, showing a consumption habit of "shopping around".

4. The TGI of beauty users on various shopping apps is higher than that of the general market users, showing strong purchasing power. Among them, the preference for Dewu (Douyin) and Vipshop is more obvious.

5. Live streaming e-commerce integrates the functions of "product shopping guide + order purchase", shortening the consumer's purchase decision-making process. The usage time of Taobao Live APP by beauty and cosmetics users is second only to Taobao mobile app.

6. On the mini-program side, beauty and makeup users have a strong preference for community e-commerce and fresh food e-commerce, showing that beauty and makeup enthusiasts are also savvy lifestyle experts

In brand KOL content marketing, European and American brands have an advantage in both quantity and interaction

1. Brands focused on marketing during the two major shopping festivals, Singles’ Day and Black Friday. The number of brand mentions peaked on the shopping festival days.

2. Mid- and long-tail KOLs with less than 100,000 active users have become the main force in brand marketing . In addition to beauty and fashion, film and television, comedy, and food KOLs are also promoting beauty products.

3. European and American brands continue to increase their content marketing efforts through celebrity endorsements, advertising promotions, and welfare gifts. There is a big gap between domestic and Japanese and Korean brands.

4. Lipstick is the category that domestic brands focus on promoting and is also the category with the most intense competition; European and American brands have obvious advantages in essence and foundation product lines

5. Top brands promote their brand awareness through three typical channels: celebrity endorsement activities, online topic planning, and large-scale mid- and low-end KOL recommendations, which increase brand exposure and brand awareness.

In KOL live e-commerce, domestic brands achieved sales results by selling in large quantities at low prices.

1. Content platforms boost live e-commerce, and beauty brands offer big discounts to boost sales

1.1 Content platforms actively participated in e-commerce promotions, encouraged brand merchants to participate in special events to fully warm up, and formed a sales peak on Double 11

1.2 Brands from all regions are conducting preferential promotions in the live broadcast room, and domestic brands offer the largest discounts

1.3 The number of products on the shelves and the sales volume of domestic brands far exceed those in other regions, indicating that live streaming has become the main battlefield for domestic brands to occupy the market

2. Domestic products and European and American brands are similar in main categories, but there is a clear gap in product prices

2.1 In terms of main categories, the top 10 main categories of domestic brands are similar to those of European and American brands, and there is fierce competition in facial masks and essences

2.2 Domestic cosmetics are mainly cost-effective products within 100 yuan, while European and American brands focus on mid-to-high-end products in the 200-500 yuan range.

2.3 Brands in different regions create their own hits through three channels: top anchors, celebrities, and mid-level vertical influencers

Author:QuestMobile

Source: QuestMobile