- The sea of pressure lowers the bamboo branches, and the wind blows the mountain corners, making the scenery even brighter.
In 2020, all industries experienced challenges and transformations. Under the new normal, with the changes in users' lifestyles and mindsets, a series of new trends and hot topics have emerged in the cosmetics industry. This article will first focus on the three major subcategories of face, lip, and eye makeup, and then review popular topics such as "Generation Z" and "China Chic" from a macro perspective. Next, let us step into the world of cosmetics in 2020 together.
Industry Overview
- Cosmetics Industry Overview (About Makeup):
A large number of people who pay attention to the cosmetics industry are active on BAIDU. The number of monthly active users on the Mobile BAIDU APP alone reaches 44 million. User behavior exhibits a two-way path of active search and browsing the feed. The average monthly distribution of the feed is 18 billion times, and the average monthly search volume for cosmetics-related terms is 82 million times.
On the search side, the average daily search response is 2.64 million times, with wireless searches accounting for more than 80%. Among them, the Spring Festival and summer are the peak seasons for searches.
Video has become the main theme of information flow content. In 2020, video content accounted for 71%, an increase of 9% compared to 2019.
BAIDU has accumulated 83,000 high-quality cosmetics industry column authors, who steadily output rich content for users every day. The platform's average daily readership exceeds 3.5 million. Among them, "makeup techniques" are the most popular types of articles for users to read, accounting for 26%.
Through cluster analysis of industry users' search and reading behavior over a period of time, we found that 14% of users search for specific products and then extend their reading on topics of interest in the industry by browsing the feed. At the same time, benefiting from BAIDU's information flow AI's precise intent mining, 26% of users are stimulated by BAIDU's seeding ecosystem to generate demand and actively search for related products. The behavior of nearly half of the population will be more diversified, constantly switching between searching and reading.
- Category Analysis:
On the BAIDU platform, users pay the most attention to facial makeup, accounting for 41%; followed by lip makeup, accounting for 38%. In 2020, affected by the epidemic, as masks became a daily necessity for going out, users' attention to lip makeup has declined, while the attention to facial makeup and eye makeup has increased by 2% and 1% respectively.
○ Facial Makeup:
Among the subcategories of facial makeup, users show the highest interest in foundation and primer products, with search volume accounting for up to 30%. This is followed by loose powder and pressed powder, accounting for 18%. In 2020, interest in cushion foundations significantly declined, down 10% year-over-year, as user interest shifted to liquid foundations, loose powders, and color makeup products.
Setting Makeup:
In 2020, as mask-wearing became a necessity for going out, user demand for setting makeup products surged. Through cluster analysis of search interests related to base makeup, the term 'non-transferring' saw a 14% increase year-over-year. Simultaneously, the market responded rapidly, with a series of new setting products offering novel sensory experiences, such as antioxidant setting sprays and hydrating, cooling loose powders.
Cosmetics and Food Parity:
The outbreak of the epidemic further heightened society's concern for health and safety, a theme that is also reflected in the cosmetics industry. A significant number of users are searching BAIDU for keywords such as 'food-grade foundation', and brands have seized on this pain point, leveraging edible ingredients to vouch for product safety. Among these, herbal ingredients, animal-derived ingredients, and fruit-based ingredients are popular edible ingredients of mutual interest to brands and users.
Makeup-Skincare Hybrids:
The 'skincare makeup' trend, which began in 2019, further fermented in 2020. Skincare benefits in base makeup products are showing a trend of segmentation, with hydration, whitening, and repair being the three main tracks for the 'makeup-skincare hybrid' concept. At the same time, users are also paying attention to the skincare ingredients that genuinely support the efficacy behind product marketing claims, such as hyaluronic acid, niacinamide, and astaxanthin, all of which are trending ingredients frequently associated with skincare makeup products.
The Art of Light and Shadow:
'Head Swapping Technique' is a nickname netizens have given to master-level makeup skills, and in 2020, search volume related to it increased nearly threefold year-over-year. This trending topic has simultaneously driven search volume for products that enable the 'head swapping' effect. The proportion of highlighters and contours in the light and shadow product category increased by 6% compared to 2019. Star light and shadow products on the market have also attracted the attention of BAIDU users, with search volume showing a significant increase compared to 2019.
Demographic Insights:
Analyzing the demographics of users searching for facial makeup questions reveals that over half of the questions are still concentrated in the product awareness stage, such as 'the difference between sunscreen and isolation cream', 'how to use cushion foundation and liquid foundation', and 'what is a tone-up cream', all of which are frequently searched terms. Among these users, 73% are women aged 18-34, belonging to the core demographic of the cosmetics industry. If these 'base makeup novices' are guided effectively, their evolution into makeup experts is just around the corner. So, what constitutes an effective approach? Further exploration of their behavioral paths reveals that nearly 40% of users dispel their doubts through BAIDU Knows, with 22% reading more than one 'Knows' post. So, has everyone picked up on the editor's 'crazy hints'?
○ Lip Makeup:
Lipstick is undoubtedly the main battleground for lip makeup, with nearly 90% of searches focused on lipstick-related questions. The popularity of luxury lipsticks is soaring, and keywords such as carving craftsmanship, jelly color changing, and creative lip brushes are all trending lip makeup topics that attract user attention.
Lip Colors:
'Seeking lipstick color numbers' is a frequently appearing barrage comment recently. In 2020, 'food-inspired lip colors' became a new trend, linking abstract colors with concrete delicacies, allowing users to have unlimited imagination and anticipation even if they cannot personally try on the colors. Major brands have also keenly captured this trend, launching tea-colored, fruit-colored, and wine-colored lipsticks to respond to market demand.
Lip Care:
As young women's demands for makeup refinement 'reach new heights', a new topic of 'lip care' has emerged. Traditional lip balms can no longer meet the demand for reducing lip lines, and brands have launched advanced lip care products such as lip essences, emulsions, and sunscreens, which have simultaneously gained user attention.
Makeup Longevity:
The demand for makeup longevity is not only reflected in base makeup but also increasingly applies to lip makeup. User interest in 'non-transferring' lipsticks has increased by 37% year-over-year. At the same time, products such as lip sealers, lip muds, and lipstick raincoats that can effectively prolong makeup wear have seen an increase in popularity, especially lip muds, which, as a newly emerging subcategory in 2020, have great potential.
○ Eye Makeup:
Among the subcategories of eye makeup, eye shadow products receive the most attention, accounting for 34%, followed by eyeliner products at 28%. The trend of makeup refinement has made eyelashes a new frontier of user interest, with products such as growth serums, lash extensions, and magnetic lashes emerging in response.
Colors:
In 2020, in the selection of eye makeup colors, in addition to the mainstream earth tones, rose pinks, and orange hues, young women have also developed a series of personalized makeup styles based on popular dramas and variety shows, such as 'fairy tears', 'super A eye makeup', and 'cyberpunk', which have garnered significant user attention. At the same time, the pursuit of color has extended beyond eyeshadow to other parts of the eye area, such as eyeliner, eyebrows, and eyelashes. Brands are closely following market demand, and related products are emerging in response, which is reflected in the search behavior of BAIDU users.
Eyeshadow Palettes:
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.
Regarding the selection of cosmetic brands, Generation Z prefers Japanese and Korean brands, but popular domestic brands and evergreen international brands also garner significant attention. In terms of category preference, Generation Z is most interested in eye shadow and loose powder. Color is the best way for young people to express their individuality, but those still in the "lotus in the pond" age group find that light makeup is sufficient for creating a base. It is worth noting that Generation Z has a relatively high preference for brands. Cosmetic brand marketing activities should strive to "catch the eye" and "suit the taste" of young people.
○ Gift Box:
Gift-giving during holidays has become a recurring topic in our daily lives. On BAIDU, search peaks related to gift-giving and gift boxes are significantly positively correlated with holidays. Especially during 520 and Christmas, many men search on BAIDU for gift-giving and confession ideas, seeking help from BAIDU to devise strategies. Meanwhile, through demographic analysis, we found that half of them are women, and they also pay attention to limited edition gift boxes and exclusive marketing activities of their favorite brands during holidays. Sophisticated single nobles also choose to indulge themselves on these ritualistic days.
Set:
In 2020, with the launch of "buy now, pay later" experiential consumption models by major internet platforms, the cosmetics industry followed suit. Mini cosmetics and cosmetic sets both increased by over 50%, and major brands launched mini lipsticks and "lipstick +" type cosmetic sets.
○ Fashion:
2020 witnessed the rise of many domestic cosmetic brands: brands such as Florasis and Judydoll saw brand voice increase by over 200%; Perfect Diary, which has already become popular nationwide, continues to see search volume increase. In addition to brands occupying users' mindshare, star products from major brands also gained significant user attention.
We correlated BAIDU Index with brand marketing activities, taking Perfect Diary's full-year marketing events in 2020 as an example. We found that users will come to BAIDU to further understand the details of brand activities, especially during the Spring Festival and Double Eleven, when search volume shows explosive growth.
Makeup looks highlights
- Tea art makeup, girl group makeup, hot drama imitation makeup, mask makeup
Generation Z
- Pay attention to new products, celebrity endorsements, and research professional makeup techniques
- Prefer Japanese and Korean brands; bold use of color, light and long-lasting makeup
- Rely on brand power and actively explore cosmetic knowledge
Cosmetic Box
- Search volume for gift-giving & gift boxes fluctuates with holidays
- Mini sets & sets drive experiential consumption
Fashion
- Search volume for domestic cosmetic brands and star products surges
- BAIDU users closely follow domestic brand activities
So-called eternity is accepting change. 2020 was a year full of challenges and changes. The brands and products of the entire cosmetics industry have also experienced ups and downs with the shift in user attention. Let us look forward to 2021 together, hoping that color can not only brighten our faces, but also permeate our hearts.