The next stop in the cosmetics market may be cosmeceutical cosmetics.

Life is changing and the market is changing. At every stage, there will be a mainstream of market pursuit. Just like washing products, from soap to detergent, and from washing powder to the best-selling laundry detergent. In recent years, this concept has gradually extended to fashion consumer goods, such as the concept of skin care from sheep placenta a few years ago, and later developed into fruit vitamins, and now the popular herbal extract. Nowadays, it has risen from ordinary cosmetics to cosmeceutical products, and every new concept has brought some subversion to the market.

However, unlike these two-dimensional survival products, the cosmeceutical cosmetics market has existed for more than ten years, but it has not been developed by manufacturers as it is today. Like the maternity and child cosmetics in recent years, the development potential of the cosmeceutical market has often been highly anticipated. However, maternal and child cosmetics have been used by more and more manufacturers, and they have begun to see some flourishing momentum, while cosmeceuticals It also began to become extraordinarily clear from the embarrassment.

Cosmeceutical cosmetics market pattern

According to statistics, in Europe and the United States, the market share of cosmeceutical cosmetics accounts for more than 60% of the entire cosmetics market. And it is still growing every year. In recent years, about 50% of French people like to consume skin care products in pharmacies, and nearly two-thirds of the population have different levels of skin problems; the consumption of German cosmeceuticals amounts to 14.3 billion euros; the annual consumption of cosmetic cosmetics in the United States is as high as 216 The US dollar has been steadily increasing in the past 10 years, and the cosmeceutical market in some developed countries has accounted for about 60% of the cosmetics market. In China, despite the large number of cosmetics sales, the annual growth rate of drug cosmetics sales is around 18%, but the market share of cosmeceutical cosmetics is still small. Although in the most economically developed cities of Guangzhou, Beijing, Shanghai, Hangzhou, Shenzhen and other cities have a good sales, sales account for only 10% of the entire cosmetics market, if the analysis of the national drug market, the second-tier market is estimated Will not exceed 5%. Regardless of market capacity or current consumer awareness, the Chinese cosmeceutical market is very similar to the female beauty market more than a decade ago, and there is still huge potential for development.

In fact, before the international brands such as Vichy entered China, the consumer's understanding of cosmeceuticals could be said to be blank. However, it took only a short period of ten years, and one domestic company was driven by the awareness of the drug makeup wave. With the national brands such as Tong Ren Tang, Jing Xiu Tang, and Cai Cen, they have taken over. It has fully utilized the specialty of “herbal beauty, safe skin care” and has a strong place in acne, freckle and eye care. In particular, the three brands can be created, and in just two years, a miracle that cannot be copied has been created. At the same time, the three products can be so favored by consumers, which fully reflects the mysterious value of Chinese traditional beauty formula. At present, many companies have entered the drug and cosmetics market. At the same time, some international cosmetics groups have begun to march to the local companions. For example, L'Oreal's Vichy, Shiseido's Kanebo, etc., are already exploring the characteristics of local recipes suitable for Chinese consumers. On the other hand, domestic enterprises, although many have entered the drug-coated territory, have come for more than a decade. There are very few successful companies or brands, and their market appeal is even more worrying.

Although at this year's Shanghai Beauty Show, at least dozens of companies have announced their high-profile announcement into the cosmeceutical market, it will take time for the cosmeceutical cosmetics market to officially come.

Because Chinese consumers still have a relatively low level of understanding of drug makeup, the degree of acceptance and concept are lagging behind, but the survey also shows that there is still a growing demand for cosmeceutical skin care products in China. The rigor and safety of the channel gives the cosmeceutical market a unique space to play.

From a development perspective, we feel that the cosmeceutical skin care market is a rising, fast-growing and potentially promising market, and most industry insiders are evaluating the Chinese cosmeceutical market.

The market still lacks the leader cosmetics brand

Although Tong Ren Tang, Jing Xiu Tang, can be used in three, Yunnan Baiyao and many other manufacturers, in the market competition accounted for a certain share, but for large brand positioning, packaging design, market operations, promotion planning, terminal promotion, etc. Clear. Until now, there has not been a domestically produced cosmeceutical leader brand in the market. Of course, individual brands have done a good job in some respects. For example, the three can be done in terms of brand positioning, packaging design and terminal promotion, fully demonstrating the characteristics of herbal formula and beauty, and deeply rooted in the concept of traditional beauty without side effects, further exerting the advantages of the three brands and China Herbal beauty is closely linked. However, the target is directed at the “China Cosmeceutical Pilot Brand”, which can be used in three brands. In other respects, it still needs to be improved.

The current development of the cosmeceutical market is uneven. First, the development of the domestic cosmeceutical market is short, and it takes a certain period of cultivation. Second, there is still a lack of leading brands in the market. Consumers have no basic market for the cosmeceutical market. Understanding. Of course, according to the development trend of the market, the market potential of cosmeceutical cosmetics can not be underestimated.

For the International Cosmetics Group, although they have entered the Chinese market for more than a decade, they have always been cautious about the market development strategy, especially for the breakdown of some of the same categories. A few years ago, L'Oréal Group officially launched Vichy to the Chinese market, followed by Kanebo, Avene, and La Roche-Posay. At present, every year, different national brands are imported into China, and the degree of competition is gradually increasing. It can be seen that foreign brands are full of confidence in the Chinese cosmeceutical market.

In this regard, Mr. Li Ming, the sales manager of the three brands, can analyze this. “The Chinese cosmeceutical cosmetics market is not only a huge capacity, but more importantly, there is no leader brand, and this is a rare opportunity.” In his view, the cosmeceutical market is now like the makeup market in 2001, and the concepts and channels are quite chaotic. In this sense, under the premise of no advertising offensive, the Chinese cosmeceutical market has gradually emerged, but it is too loose, showing seasonality, low-end, no leader brand, and poor influence.

How big is the domestic market space?

According to Mr. Fu Hao, the marketing director of the third-generation brand, there are nearly 80% of the world's people with different levels of skin problems. Among them, there are nearly 60% of skin problems such as acne, spots and eyes. Based on this calculation, there are currently 1.4 billion people in China. In addition to the elderly and children, nearly 700 million people have consumer needs. Assuming that the average person consumes 100 yuan of cosmeceutical cosmetics, the total market capacity is 7 billion yuan. According to the 2008 information on the company's market statistics, China's cosmeceutical consumption now accounts for less than 10% of all cosmetics, while the total amount of cosmetics for the whole year is nearly 100 billion yuan (estimated at 110 billion in 2009). According to the calculation of the statistical method, the current total consumption has reached nearly 10 billion. Of course, we do not doubt the authenticity of this digital statistics, but it is certain that the current consumption of cosmeceutical cosmetics has a certain market share. Based on industry experience and inferences based on master company sales data, China's current cosmeceutical cosmetics sales should be around 15 billion in two or three years. According to this theoretical digital analysis, there are still about 4 billion market capacity vacancies, that is, one third of the market space, which provides a basis for the development of Chinese cosmeceutical cosmetics.

For the development and sales of domestic cosmeceuticals, one step ahead, or it will be a pioneer, or it will become a martyr. But for the cosmeceutical market, it is no longer a step ahead to enter the market. Instead, it can gain first-mover advantage and lead the market. It should be said that who can first find a way to adapt to the Chinese market, who will become the leading brand in the future drug and cosmetics market. The author firmly believes that cosmeceutical cosmetics will become the new favorite of the future market!  

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This article originated from China Washing Cosmetics Network, specializing in creating the most authoritative cosmetics wholesale agent platform.

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