- The sea presses down on the bamboo branches and lifts them up again, while the wind blows the corners of the mountains into obscurity.
IN 2020, ALL INDUSTRIES ARE EXPERIENCING CHALLENGES AND CHANGES. UNDER THE NEW NORMAL, A SERIES OF NEW TRENDS AND HOTSPOTS HAVE EMERGED IN THE MAKEUP INDUSTRY AS USERS' LIFESTYLES AND MINDSETS CHANGE. IN THIS ARTICLE, WE WILL FIRST FOCUS ON THE THREE MAJOR CATEGORIES OF FACE, LIP AND EYE MAKEUP, AND THEN TAKE A MACRO VIEW OF HOT TOPICS SUCH AS "GENERATION Z" AND "NATIONAL WAVE". NEXT, LET'S GO INTO THE WORLD OF MAKEUP IN 2020.
Industry Overview
- About Makeup.
Baidu is active with a large number of people concerned about the makeup industry, only the APP side of Mobile Baidu has a monthly active population of 44 million, user behavior shows a two-way path of active search and brushing the information flow, the average monthly distribution of the information flow is 18 billion times, and the average monthly retrieval volume of makeup-related words is 82 million times.
On the search side, the average daily search response was 2.64 million times, and wireless search accounted for more than 80%. Among them, the period of Spring Festival and summer are the peak searches.
Video has become a staple of infomercial content carriage, with a whopping 71% of video content in 2020, up 9% from 2019.
Baidu has deposited 83,000 high-quality columnists in the makeup industry, steadily outputting rich content for users every day. The average daily reading volume of the platform exceeds 35 million. Among them, "makeup tips" is the most popular type of articles read by users, accounting for 26%.
Through the cluster analysis of the search and reading behavior of industry users over a period of time, we found that 14% of users were searching for specific products and then extended their reading on topics of interest in the industry by brushing the information flow. Meanwhile, benefiting from the precise intent mining of Baidu's information flow AI, 26% of users were inspired to demand in Baidu's grass-raising ecosystem and thus went to actively search for related products. Nearly half of the crowd's behavior, on the other hand, will be more diversified, constantly switching between searching and reading.
- Category Analysis.
On the Baidu platform, users paid the most attention to face makeup, accounting for 41%, followed by lip makeup, which accounted for 38%.In 2020, due to the impact of the epidemic, users' attention to lip makeup declined as masks became a daily outfit for traveling, while the share of attention to face makeup and eye makeup increased by 2% and 1%, respectively.
Facial Makeup.
Among the subcategories of face makeup, users paid the highest attention to products in the foundation and primer category, with a 30% share of retrieval; followed by loose powder and powder, accounting for 18%. 2020 saw a significant drop in attention to air cushions, with a 10% decrease year-on-year, as users shifted their attention from air cushions to foundations, loose powders, and color-based makeup products.
Setting.
In 2020, user demand for makeup setting products will surge as wearing masks becomes a necessity for traveling. Cluster analysis of primer searches showed a 14% year-on-year increase in "non-stripping". At the same time, the market also responded quickly with a series of new makeup setting products with new sensory experiences, such as antioxidant makeup setting spray and water-sensitive icy loose powder.
Makeup and food: the same source.
The outbreak of the epidemic has further heightened society's concern for health and safety, a topic that has also fed into the makeup industry. A large number of users came to Baidu to search for keywords such as "edible primer", and brands also seized on this pain point by utilizing edible ingredients to endorse the safety of their products. Herbal ingredients, animal extracts, and fruit ingredients are popular edible ingredients that both brands and users are concerned about.
Makeup & Nutrition.
The trend of "makeup care" started in 2019 and will further ferment in 2020. The skin nourishing effect of primer products is showing a trend of segmentation, with moisturizing, whitening, and repairing being the three main tracks of the concept of "makeup nourishment in one". At the same time, users will also pay attention to the skin nourishing ingredients behind the marketing points of the products that really play a role in supporting the efficacy, such as hyaluronic acid, niacinamide, astaxanthin, etc., which are popular ingredients associated with high-frequency make-up nourishing products.
The Art of Light and Shadow.
In 2020, the number of searches related to "head transplantation," the nickname given by netizens to the master makeup technique, nearly tripled year-on-year. This hot topic also boosted the number of searches for products that achieve the "head transplant" effect. The share of highlighting and contouring in the light and shadow category has increased by 6% compared to 2019. The market's star photoshop products also attracted the attention of Baidu users, with a significant increase in the number of searches compared to 2019.
Crowd Insight.
Crowd analysis of users retrieving facial makeup questions reveals that more than half of the users' questions are still focused on the product awareness stage, for example, "the difference between sunscreen and isolation", "how to use air cushion and foundation", and "what product is veil cream" are all high-frequency search terms. What kind of product is skin cream", etc., are all high-frequency search terms. Among them, 73% of the users are women aged 18-34, which belongs to the core population of the makeup industry. If these "makeup trainees" are guided in an effective way, it will be just a matter of time before they become makeup masters. So, what is an effective way? Further exploration of their behavioral path can be found, nearly 40% of the users through the Baidu know to solve the problem, and 22% of them read more than one "know post". So, did you get my "crazy hints"?
Lip Makeup.
Lipstick is the main battlefield of lip makeup deservedly, and nearly 90% of the searches focused on lipstick-related issues. The heat of high luxury lipsticks soared, while keywords such as sculpted craftsmanship, jelly color change, and creative lip brushes were popular lip makeup issues that triggered users' attention.
Lip color.
"Lipstick number" is the most common word on the screen. 2020, "food lip color" has become a new trend, abstract color and figurative food connection, even if the user can not try the color, but also have unlimited space for reverie and anticipation. The brand is also keenly aware of the importance of the color. Major brands are also keen to capture this trend, so they have launched teal, fruit color, wine-colored lip color to respond to market demand.
Lip Nourishment.
With the ladies of the exquisite degree of makeup "to a higher level" requirements, the emergence of the "lip" this new topic. Traditional lipstick can no longer meet the needs of light lip lines, brands have launched lip essence, lotion, sunscreen advanced lip care products and synchronized to get the attention of users.
Makeup Holding.
The demand for makeup retention is not only reflected in the base makeup, but also applies to lip makeup. Users' concern about lipstick "not removing color" has increased by 37% year-on-year. At the same time, lip glaze, lip clay, and lipstick raincoat products that can effectively hold makeup are on the rise, especially lip clay, which has great potential as a new subcategory in 2020.
Eye Makeup.
Among the eye makeup categories, eye shadow products received the most attention, accounting for 34%, followed by eyeliner products, accounting for 28%. The trend towards more sophisticated makeup has made eyelashes a new continent of interest for users, and the market has responded with eyelash-related products such as growth solutions, extensions, and magnetic lashes.
Colors.
In 2020, in the choice of eye makeup colors, in addition to the mainstream earth tones, red-pink and orange-grapefruit color palette, fairies have developed a series of personalized makeup based on hot dramas and hot variety shows, such as "Fairy Tears" and "Super A Eye Makeup", Eye makeup such as "Fairy Tears", "Super A Eye Makeup" and "Cyberpunk" have gained a lot of attention from users. At the same time, the pursuit of color is not only limited to eye shadow, but also extends to other parts of the eye, such as eyeliner, eyebrows, eyelashes, etc. Brands follow the pace of market demand, and related products come into being, and feedback on Baidu's user search behavior.
Eyeshadow Palette.
In 2020, the search volume of eyeshadow palettes increased by 2% in the eyeshadow category, and the increase in user attention mainly came from the dazzling marketing plays of major brands for eyeshadow palettes. In addition to the regular "seasonal limited" and "holiday limited" on the field of red sea PK, many brands have launched "cross-border co-branding" and "anniversary". "Anniversary" and other new limited ways, and successfully triggered the attention of Baidu users.
Steps.
More than half of Baidu users' searches about eye makeup are focused on questions related to "drawing method". Cluster analysis of the search terms reveals that there is a clear trend of advancement in the drawing of eye makeup, with pupils, silkworms, and diamonds soaring in popularity and becoming an indispensable part of eye makeup. However, at the same time, we found that 67% of the search volume is still focused on the basic tutorials of eye shadow and eyeliner, which shows that makeup novices are still the main force.
Blackboard. Get to the point.
- Lip makeup falls as epidemic hits
- Demand migration to eye & face makeup
Face
- Rising Demand for Makeup Setting Products, Users Seek New Sensory Experiences
- The new pursuit of base makeup products: makeup and food from the same source, makeup and nutrition in one
- High percentage of makeup practitioners, search terms are mostly primary questions
Lips
- Lipstick is still the main battlefield, users searching more to ask for word of mouth
Brands push foodie lip colors, "lip care" becomes a new issue
Colorless Lip Makeup Raises Concerns as Epidemic Normalizes
Eyes
- Color is the way, bold out of the circle, colorful more than just eyeshadow
- Eyeshadow palettes love to play hunger marketing, brand limited each trick
- Eye makeup steps are advancing, beginner users still in the majority
Industry Highlights
- INVENTORY - GENERATION Z - GIFT BOXES - SETS - NATIONAL WAVE
○Makeup Inventory.
Hot makeup always grasps the wind of fashion and steps on the forefront of the times. With the explosion of the Creation 101 series of talent shows and Chen Qian Qian's red dress out of the circle, fairies have also perfectly replicated all kinds of their favorite celebrities and drama characters' makeup into their daily lives. We conducted a cluster analysis based on Baidu users' search behavior and found that the four hottest makeup looks are tea ceremony makeup, girl group makeup, hot drama makeup and mask makeup.
Z Generation.
Generation Z is not only a young generation, but also a force in the makeup industry. There are more than 13 million Gen Z makeup people active on Baidu every month, 77% of whom are women, and nearly half of whom have a university degree or higher. Through in-depth analysis of the information flow articles they read, these highly educated and unmarried young ladies love to catch up with dramas, are good at fashion, like small animals, and are full of the vitality of the younger generation. I can't help but sigh: it's hard to be a teenager, but there are always teenagers!
Further analysis of the behavioral characteristics of Generation Z in the makeup industry reveals that one of the most notable items is that they pay attention to the same style of celebrities. This coincides with the above finding that "half of Gen Z loves to follow dramas", and that "celebrities" are indeed a powerful tool for capturing young people's hearts! In addition, Baidu quietly recorded the curiosity of teenage boys and girls, with nearly 40% of the searches for the latest products and categories being contributed by Gen Zers. In addition to being willing to try new products, young people are also "good students" in pursuit of professional techniques, and in the matter of make-up, young people are quite artisanal.
In terms of makeup brand selection, Gen Z prefers Japanese and Korean brands, but popular national brands and evergreen international brands also gather a lot of attention. In terms of category preference, Gen Z people are most concerned about eye shadow and loose powder. Color is the best way for young people to express their individuality, and as they are still in the age of "clear water out of hibiscus", light makeup is enough for them to create a base makeup. It's worth noting that Generation Z has a high preference for brands, and it's the tireless pursuit of makeup brands' marketing activities to "look right" and "fit the appetite" of young people.
Gift Box.
Holiday gift-giving has become a resident topic in our daily lives. On Baidu, searches on gift giving and gift boxes have a significant positive correlation with festivals. Especially for 520 and Christmas, a large number of men will come to Baidu to search for how to give gifts and how to confess their love, so that DuMian can help them with tips. Meanwhile, through demographic analysis, we found that half of them are women, who also pay attention to their favorite brand's limited edition gift boxes and exclusive marketing campaigns during the holidays. Sophisticated singles will also choose to pamper themselves on these ceremonial days.
Set.
In 2020, with the introduction of the "buy now, pay later" experiential consumption model for major Internet products, the makeup industry also caught the wind. Mini makeup and makeup sets have grown by more than 50% year-on-year, and major brands have launched mini lipsticks and "lipstick +" types of makeup sets.
○Fashion.
The year2020witnessed the rise of many national beauty brands: the brand sound volume of brands such as Huaxizi and Kerachi increased by more than 200% year-on-year; the perfect diary, which has already been on fire in the north and south of the Yangtze River, continued to grow in retrieval volume. In addition to brands occupying the mental high ground of users, the star products of major brands have also gained a lot of attention from users.
We analyze the correlation between Baidu index and the brand's marketing activities. Taking Perfect Diary's big marketing events in the whole year of 2020 as an example, we can find that users will come to Baidu to further delve into the details of the brand's activities, especially in the Chinese New Year and Double Eleven juncture, the retrieval volume will show an explosive growth.
Makeup roundup
- Tea Ceremony Makeup, Girl Group Makeup, Hot Drama Imitation Makeup, Mask Makeup
Z generation
- Follow the new products, celebrity models, and study the professional makeup painting method
- Prefer Japanese and Korean brands; bold colors, lightweight makeup hold
- Trust in the power of the brand and actively explore makeup knowledge
color cosmetics case
- Gift Giving & Gift Box Retrievals Fluctuate with the Holidays
- Minis & Sets Drive Experiential Consumption
national tide
- Surge in searches for national beauty brands and star products
- Baidu users pay close attention to national brands' big moves
To be timeless is to embrace change, and 2020 will be a year of challenge and change, as brands and products in the makeup industry migrate with the focus of users. Let's all look forward to 2021, may color not only light up your face and mine, but also immerse into the heart.