According to Euromonitor statistics, the size of China's cosmetics market reached US$8.586 billion in 2019, maintaining a growth rate of more than 20% for three consecutive years. The growth rate is higher than that of skincare products, personal care and perfume categories; its share in the overall cosmetics market has increased from 7.7% to 11.5% between 2014 and 2019. Although the mask requirement suppressed the demand for cosmetics to a certain extent during the epidemic, as the epidemic situation gradually improved and various consumption continued to recover, cosmetics consumption ushered in a new wave of solid growth. The size of China's cosmetics market is expected to reach US$20 billion in 2026.
The leading consumer groups of Chinese cosmetics are young consumers represented by the "Z" era. Personalisation through technology should meet the needs of young consumers pursuing individual characters. At the same time, the promotion of creative cross-industries activities is more catering to the "Curiosity" psychology of Chinese Gen-Z. This marketing method may become a new marketing trend in the China cosmetics industry in the future. The younger consumer groups and the innovative marketing methods have led to the birth of many emerging cosmetics brands in recent years.
MOODY
BRAND HIGHLIGHTS:
A "phenomenal" dark horse brand on the cosmetic contact lenses, Tmall's sales exceeded RMB¥1 million in two months after its launch, and it recently completed an RMB ¥1 billion C round of financing.
2021 DOUBLE 11:
1st November: Exceed the total turnover of the whole period of 11.11 in 2020 in the first TWO hours
1st - 11th November: Tmall contact lens brand ranking TOP 4, colour contact lens TOP 1
All-channel double 11 promotion, the total turnover of the whole stage exceeded RMB ¥100 million (World Nets, Official News, Jumei)
2021 618 FESTIVAL:
The classic collection has become the TOP 1 in the trend listing
Colour contact lenses category ranking TOP 1
MARKETING HIGHLIGHTS:
On 18th October, cooperated with AYAYI, the digital AI of Tmall super brand, to create the digital collection "Starry Sky Flower."
Mass launch on Weibo, Xiaohongshu, Bilibili, Douyin and other platforms, and output content to achieve product exposure
Invite seed users to participate in product co-creation and deepen their sense of identity
Cooperate with popular IP to launch a joint collection to attract consumers' attention
Perfect Diary完美日记
BRAND HIGHLIGHTS:
Established in 2017, the domestic cosmetics brand has annual sales of more than RMB ¥2 billion in two years; the parent company Yatsen Global went to the US for an IPO, becoming the first Chinese beauty group to be listed in the US stock market.
2021 DOUBLE 11:
1st November: from 0 am to 24 pm, Tmall Double 11 Makeup Brand TOP 5
2021 Tmall cosmetics category domestic brand TOP 1
2021 618 FESTIVAL:
2021 Tmall 618 Domestic Makeup TOP 2
2021 JD.com 618 self-operated domestic cosmetics TOP 1
2021 Vipshop 618 makeup TOP 1
The stiletto lipsticks are selling more than 300,000 pieces.
TOP 1 within the cumulative Tmall lipstick category.
MARKETING HIGHLIGHTS:
In the early period of Double 11, Liu Haoran was officially announced as the new brand ambassador.
Invite celebrities such as Jinsha, Cecilia Cheung, Song Yanfei, Zhou Jieqiong, Luo Yunxi for the brand live streaming, and use the celebrity effect to drive the brand's voice
Participate in the variety show "All Girls OFFER" produced by ONE X Li Jiaqi, pre-heating for the big promotion.
Florasis花西子
BRAND HIGHLIGHTS:
Florasis explores wisdom in traditional beauty rituals and extracts floral essences to create natural, healthy, and skin-nourishing makeup products.
2021 DOUBLE 11:
1st November from 0 am to 24 pm: Tmall Double 11 cosmetics brand TOP 5, RMB ¥307 million.
On 1st November, it sold 230,000 pieces of "Dai Impression" silk honey powder cake.
During the 11.11 period, it ranked first on the list of merchants donating to Alibaba "Public Welfare" program
2021 618 FESTIVAL:
1st - 20th June: Tmall cosmetics brand TOP 1, Tmall cosmetics new brand TOP 1
Jingdong 618 Beauty & Perfume Category TOP 4
MARKETING HIGHLIGHTS:
Participated in the variety show "All Girls OFFER" produced by ONE X Li Jiaqi
On 17th October, the new "Florasis Dai Impression Series" was launched in Li Jiaqi's live streaming.
From 17th October to 2nd November, special live streaming of double 11 stars has been held, inviting celebrities including Zheng Xiyi, Li Ruotong, Ying Caier, Yuan Yongyi, Yang Di, Ni Hongjie etc.
COLORKEY
BRAND HIGHLIGHTS:
Established in 2018, the domestic cosmetics brand, with air-light lip glaze as a single hero product, has broken out of the circle. It has been ranked among the TOP 5 domestic cosmetics on Tmall for six months and has been ranked TOP 1 in the subdivision field for a significant period.
2021 DOUBLE 11:
2021 Tmall Double 11 Makeup Brand TOP 10
2021 618 FESTIVAL:
1st - 20th June, the new Tmall beauty brand TOP 3, the Tmall makeup brand TOP 4
MARKETING HIGHLIGHTS:
At the beginning of October, launched a joint product with the brand's global spokesperson Dilraba Dilmurat × Pokémon
A large number of off-site placements are made on major platforms to build brand recognition and increase visibility through celebrity endorsements and IP cooperation.
BLANK ME
BRAND HIGHLIGHTS:
Founded in 2016, with the brand concept of "being whiter and more beautiful", it is committed to restoring the most healthy and authentic skin improvement and making the foundation part of women's awareness journey. In April 2021, it launched the new product "Loyal To Me" foundation, and the sales volume exceeded 3,000 bottles within two weeks of the launch.
2021 DOUBLE 11:
On the first day of pre-sale on 20th October, airborne TOP 3 on the Tmall makeup pre-sale list.
Douyin channel, Blank ME GMV was over RMB¥10 million, self-live streaming GMV excessed RMB¥1 million in three days (Magic Mirror Market, Douyin e-commerce official)
2021 618 FESTIVAL:
In Li Jiaqi's live streaming, BLANK ME sold out 20,000 "Stay With Me Till Tonight" and 50,000 "Show Me Your Nude" compact foundation.
MARKETING HIGHLIGHTS:
On 20th October, BLANK ME launched through li Jiaqi.
In the first week of Douyin Double 11 (15th -21st October), "Douyin New Talent" launched the "New Dynamic Yan Research Institute" activity, inviting star celebrities such as Liu Meng, Lamu Yoko, and Li Beka and released a limited gift box.
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