2020 Q3 Beauty Industry Douyin & Xiaohongshu Marketing Report

From July to September 2020, what are the new e-commerce promotion trends in the beauty field of Douyin short videos, Douyin live broadcasts, and Xiaohongshu? Which influencers are better at selling products? Which beauty brand has stronger marketing? What are the trends in advertising on Tik Tok media?

1. Analysis of Douyin short video beauty e-commerce

1. As of August, Douyin’s daily active users exceeded 600 million

On September 15, Douyin held its second creator conference, and Zhang Nan, CEO of Beijing ByteDance, announced the latest data of Douyin: as of August 2020, including the Douyin Volcano version, Douyin’s daily active users have exceeded 600 million , which means that half of Chinese netizens are using Douyin every day.

2. Food, beverages, and daily necessities are popular in Douyin short videos

From the top 1000 best-selling products on Douyin short videos, we can see that food and beverages, daily necessities, and beauty and skin care products always rank at the top. Among the top 1,000 best-selling products from July to September, the number of exquisite cosmetics and beauty and skin care products accounted for a higher proportion in August.

3. Compared with exquisite cosmetics, there are more high-priced beauty and skin care products

Among the hot-selling exquisite cosmetics categories on Douyin short videos, the number of products priced between 20-40 yuan accounted for the highest proportion , reaching 19.6%, while the number of products priced over 200 yuan accounted for only 3.7%.

Among the hot-selling beauty and skin care products in Douyin short videos, the number of products priced between 80-100 yuan and 100-200 yuan accounts for a relatively high proportion , at around 18%.

4. Lipstick is still a hot-selling item in exquisite makeup, and Carslan lipstick is newly listed

Among the short video products on Douyin during Q3, lipsticks were still the best-selling items in the exquisite cosmetics category. In September , the number of foundation products ranked second.

Lipsticks from Colorkey, Perfect Diary, and Carslan brands became hot-selling items in Q3, among which Carslan's Matte Kiss and Water Kiss lipstick had the highest price of 119 yuan.

5. Facial masks are a hot-selling item in beauty and skin care, and OSM facial masks are the best-selling product

Among the short video products on Douyin during Q3, facial masks were the most popular item in the beauty and skin care category, followed by skin care sets and facial cleansers.

OSM invisible mask has become the sales champion of facial masks with its high cost-effectiveness (2.5 yuan per piece) , and the smearable cleansing masks of Natural Melody and Yu Nifang are also popular.

6. Lipstick and facial mask are the main types of the top 5 best-selling products

Lipstick and facial masks are the most frequently appearing items in the top 5 best-selling products.

During Q3, Colorkey Air Lip Glaze and OSM Hyaluronic Acid Hydrating Invisible Mask were the top-selling products in the category of exquisite cosmetics and beauty and skin care products.

7. Overseas beauty brands are more aggressive in promoting on Douyin short videos

Lancôme’s marketing promotion on TikTok is very strong , and the number of related TikTok videos tracked from July to September has always ranked top 1.

The top 10 short videos on TikTok are almost all occupied by major overseas beauty brands. KISS ME, Perfect Diary and Chando are the brands with stronger promotion among domestic beauty brands.

8. Exquisite cosmetics, food and beverages, and beauty and skin care are the most popular categories for short video influencers on Douyin

Among the top 1000 popular influencers on Douyin short videos, a relatively high number of them mainly sell exquisite cosmetics, food and beverages, and beauty and skin care products.

In September, the beauty and skin care category surpassed exquisite cosmetics and food and beverages to become the No. 1 category sold by Douyin short video influencers.

9. Most popular beauty influencers have between 100,000 and 500,000 followers

Among the popular Douyin short video influencers who mainly sell exquisite cosmetics, the number of fans in the range of 100,000-500,000 accounts for the highest proportion, reaching 36%.

Among the popular influencers whose main products are beauty and skin care, the number of people with fans in the range of 100,000-500,000 and 100,000-500,000 is very close, at around 28%.

10. The most popular influencers of exquisite makeup, beauty and skin care products on Douyin short videos in September

Cheng Qi Diary, Tian Xiaoye, Moye, Ding Gongzi, and Excellent Men and Women all appeared on the popular list of Douyin short video influencers whose main sales categories are exquisite cosmetics and beauty and skin care.

11. September Douyin brand marketing case 1: Lancome triggers interaction by posting topics

In September, Lancôme and Wangfujing Group launched the #StandUpForLove# campaign, calling on users to share the sweet and loving moments in their daily lives, which received over 1 billion views.

During the same period, Lancôme also launched different topics in conjunction with its long-lasting liquid foundation, aurora water, little black bottle and other products, namely #Long-lasting makeup without fake face, #Polished combination oily skin, and #Little Black Bottle skin quality transformation documentary. Each topic received at least 400 million views.

12. September Douyin brand marketing case 2: Mamonde 5g large eye cream is the first choice of top influencers

At the end of August, Mamonde began to promote its new 5g large eye cream on Douyin. The number of likes for the two Douyin short videos in cooperation with @莫邪and @田小野exceeded 1 million. The product implantation was not awkward, and even the first-person perspective scene of using the product was filmed to better plant grass for users.

The second most liked video was a collaboration with @仙灵安染, but the part introducing the product did not fit in with the plot, and the addition of meaningless product display footage actually reduced the video’s score.

2. Analysis of Douyin live broadcast beauty e-commerce

1. Douyin’s beauty anchors and viewers are mainly female

In beauty live broadcasts, the majority of viewers are female, with young people aged 18-23 being more active, and they are mainly concentrated in the lower-tier markets of third-, fourth- and fifth-tier cities and below.

There is a clear femininity among anchor users, which is more obvious among young people aged 30+, and those in first- and second-tier cities are the most active.

2. Catering and food products are the top category in terms of sales on Douyin live streaming

During Q3, food and beverage remained the top category in terms of sales volume on Douyin live streaming, while beauty and personal care products, and clothing, shoes and bags were the categories with the highest sales volume.

3. Most of the products on Douyin live streaming are low-priced, and Douyin stores account for the majority of the source of products

Most of the prices of the top 1,000 best-selling products on Douyin live streaming are in the range of less than 20 yuan and 20-40 yuan .

As Douyin Live banned third-party external links, the proportion of Douyin Live hot-selling products coming from Douyin Store channels has increased, reaching 96.4% in September .

4. The prices of skin care products sold on Douyin live streaming are generally higher than those of beauty products.

Among the top 100 best-selling beauty products on Douyin live broadcast, the number of products priced between 20 and 40 yuan accounted for the largest proportion, reaching 22%.

The number of skin care products in Douyin live broadcasts with prices in the 100-200 yuan range is the highest, reaching 21%, followed by the 80-100 yuan range.

5. Lipsticks and facial masks are hot sellers in Douyin live broadcasts of beauty and skincare products

Among the top 100 best-selling beauty products on Douyin live broadcast from July to September, lipsticks, air cushions, and perfumes accounted for a relatively high proportion.

Facial masks accounted for the highest proportion of the best-selling skin care products on Douyin live broadcasts , at around 48%, and lotions were even more popular in August.

6. Among lipsticks and perfumes, Han Shuixian color-changing lip balm and Shi Ting My Paris perfume are hot sellers

7. Among facial masks and essences, TST Repairing Jelly Mask and TIRTIR Essence are hot sellers

8. More and more beauty brands are opening Douyin flagship stores

Among the top 10 beauty stores in terms of sales from July to September, the number of Douyin stores has increased. It can be seen that Perfect Diary and WIS have opened brand Douyin stores in September .

The stores of @韩国媳妇大璐璐 and @韩饭饭were both very popular in July and August, and the Tmall International Miaoyanshe store became the top 1 in sales in September.

9. The majority of the top 10 beauty and skincare brands in terms of sales are from China

The vast majority of the top 10 beauty and skincare brands in terms of sales on Douyin live streaming are from China. Compared with beauty brands, skin care brands generally have higher sales.

10. The number of Douyin anchors with 1 million to 5 million fans is the largest

The fan size distribution of popular anchors in all categories of Douyin live broadcasts and the beauty and personal care categories is relatively similar , among which the number of anchors with 1 million to 5 million fans accounts for the highest proportion, followed by 500,000 to 1 million.

11. 47% of Douyin beauty and personal care anchors have an average sales of less than 10,000 yuan per show

The average sales of all popular anchors in all categories of Douyin live broadcasts are concentrated in the 10,000-100,000 yuan range , followed by the 100,000-500,000 yuan range.

47% of Douyin’s beauty and personal care category anchors have an average sales of less than 10,000 yuan per session, followed by the 10,000-100,000 yuan range.

12. The number of anchors who broadcast less than 20 times per month is relatively high

The live broadcast frequency distribution of popular anchors in all categories of Douyin live broadcast and the beauty and personal care categories is relatively close. Among them, the number of anchors with an average of less than 20 live broadcasts per month accounts for the highest proportion, followed by 20-40 times. Very few anchors can live broadcast more than 60 times a month .

13. Zhu Guagua is the top 1 Douyin anchor in terms of sales in September

In September, the top anchor in Douyin live broadcast sales was @罗永浩, and the top anchor in beauty and personal care category sales was @朱瓜瓜.

New users can register and log in to ccsight.cn/dy using PC to view more data on Douyin anchors.

14. Overview of live broadcasts by Douyin anchor @朱瓜瓜 in September

3. Analysis of Xiaohongshu Beauty E-commerce

1. More than half of Xiaohongshu users consume beauty content

Xiaohongshu has over 100 million active users MAU. As of June 2020, 56% of active users consumed beauty content, and the number of beauty creators increased by 192% year-on-year.

2. Compared with exquisite cosmetics, beauty and skin care products are more discussed on Xiaohongshu

In the Xiaohongshu Top 1000 popular products list, the number of beauty and skin care products far exceeds that of other categories, accounting for about 70%, and exquisite cosmetics rank second , accounting for about 15%.

Compared with exquisite cosmetics, beauty and skin care products have higher monthly interactions and more discussions on Xiaohongshu.

3. High-priced beauty and skin care products are more popular on Xiaohongshu

The price range of popular exquisite cosmetics products on Xiaohongshu is distributed relatively evenly, among which the number of products priced between 200-300 yuan accounts for the largest proportion.

Among the popular beauty and skin care products on Xiaohongshu, the number of products priced ≥500 yuan accounts for the highest proportion , reaching 28%, followed by products priced <100 yuan and in the 100-200 yuan range.

4. Lipstick is the most discussed product in the exquisite cosmetics category, and most of them are priced over 100 yuan

Among the popular exquisite cosmetics products on Xiaohongshu during Q3, the most discussed item was lipstick, followed by foundation, eye shadow, perfume and other items.

Among the popular lipstick and exquisite cosmetics products, except for the domestic brand UKISS, other products are overseas brands from the United States and France, and the prices are more than 100 yuan .

5. Essence and eye cream are highly discussed in the beauty and skin care category

Among the popular beauty and skin care products on Xiaohongshu during Q3, the most discussed items were essences and eye creams, followed by toners, lotions, and facial masks.

Among the popular lipstick beauty and skin care products, the essence of Spanish brand Sesderma has the lowest price, while the essence of American brand La Mer has the highest price , reaching 3,172 yuan.

6. Right Liquid Foundation and Additive-free Peach Anti-prickly Heat Moisturizing Water have become popular products on Xiaohongshu

Giorgio Armani's Power Liquid Foundation and Pigeon's Additive-Free Peach Anti-prickly Heat Moisturizing Water are the most popular products in Xiaohongshu's exquisite makeup and beauty and skin care categories respectively.

The products on the list are all from overseas brands, among which the Korean brand MEDICUBE's Levitra Repair Concealer has the lowest price, reaching 82 yuan.

7. Most of the popular beauty products on Xiaohongshu come from France, the United States, and Japan

Among Xiaohongshu’s popular exquisite cosmetics, beauty and skin care products, products from France, the United States, and Japan account for a relatively high proportion.

The largest number of exquisite cosmetics products come from France, accounting for 29%, while the largest number of beauty and skin care products come from Japan, accounting for 32%.

8. Overseas beauty brands are more popular on Xiaohongshu

Overseas beauty brands have strong promotion on Xiaohongshu, with Lancôme, OLAY and Estee Lauder becoming the top brands in the Xiaohongshu note volume index from July to September.

Among domestic brands, Perfect Diary has the highest note volume index on Xiaohongshu, but it is still far behind overseas beauty brands.

9. Top 10 celebrities and KOLs on Xiaohongshu in September

@Fan Bingbing, @Zhao Lusi, and @Guan Xiaotong became the top 3 celebrities on Xiaohongshu’s celebrity list, and @爱颜美的狗甜儿, @AriaAndBrandon, and @papi酱became the top 3 KOLs.

@喜茶is the only official brand account to be listed on the Xiaohongshu KOL hot list.

10. Xiaohongshu brand marketing case in September: 3CEovertake affordable eyeshadow palette

In September, two Xiaohongshu videos related to 3CE overtake affordable eyeshadow palettes shot by @谢婉婉Victoria and @Enndme received over 20,000 likes. The video content was all makeup tutorials + eyeshadow reviews .

@谢婉婉Victoria used "universal eyeshadow formula" and "beginner's eye makeup tutorial" as video keywords to attract users to watch. The video was also the video with the highest number of likes in the beauty and personal care field of Xiaohongshu in September.

IV. Overview of Douyin Beauty Advertising Marketing

1. During Q3, the number of advertisements placed by the skin care and beauty industry on Douyin media accounted for 7.4%

ByteDance, Tencent Advertising, and Baidu Information Flow Platform are the three major advertising platforms in the skin care and beauty industry.

Douyin Media focuses on industries such as games, culture and entertainment, comprehensive e-commerce, skin care and beauty, and education and training , among which the number of advertisements placed in the skin care and beauty industry accounts for 7.4%.

2. Tik Tok’s skin care and beauty ads are mainly in the form of vertical videos

During Q3, the majority of skin care and beauty industry advertisements on Douyin media were vertical videos, accounting for 84%, followed by video materials, accounting for about 14.9%.

3. "Acne" and "Acne Removal" have become popular copywriting in the skin care and beauty industry on Douyin

The most commonly used advertising copy in the skin care and beauty industry on Douyin media is "acne", "acne removal", and "blackheads" , which are skin care topics that girls are more concerned about.

"Hair loss", "thin hair", "baldness", and "hair loss" also appeared many times. It seems that young people who play Douyin also have the trouble of hair loss due to various pressures.

Popular advertising copy:

• My bestie from Watsons didn’t lie to me. I have yellow skin and I apply this mask every night. The skin is like a peeled egg, white and tender...

• My bestie at Watsons didn’t lie to me. I have yellow skin and I use this mask every day! The skin is like a peeled egg.

• I have been disliked for having deep lines on my hands since I was a child! Fortunately, I used #樱花手膜霜, my hands became smoother, and it has a nice citrus scent. Do you like it?

• These blushes are the perfect summer color for pretty girls. They are so pretty!

• I secretly used my girlfriend’s Japanese blackhead removal tool, and the effect shocked me #大毛孔#好物推荐#好物分享

Author: CC Data

Source: CC Data (ccsight)