New opportunities for beauty makeup in post epidemic Era From Korny & Lingge Technology

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The following is the New opportunities for beauty makeup in post epidemic Era From Korny & Lingge Technology recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.

Recently, Colney and Lingge technology, an alumni of Microsoft accelerator entrepreneurship acceleration program, launched a series of white papers entitled “Mastering social public opinions and releasing the economic potential of selfies”. The white papers aim to capture the real-time information related to brands and categories on social media and e-commerce platforms, and make use of cutting-edge data mining models and rich multi-level fine-grained after a lot of training and continuous optimization To find the potential consumption trend in the field of beauty.

Changes of consumption psychology and behavior in post epidemic period

Novel coronavirus pneumonia was born in 2020. The new outbreak of pneumonia in the new year, the floods, the epidemics and the international situation have brought about great changes in China and the world. People’s original orderly daily life has been disrupted, and the public’s consumption attitude and behavior habits have changed accordingly.

On the one hand, the test of the epidemic situation makes the importance of material wealth in values rapidly decline, and the psychology of consumers tends to be conservative and rational. On the other hand, the sudden outbreak of the epidemic makes people know how to cherish the present life, look forward to enjoying life, and thus boldly pursue the enjoyment and experience of beauty and try new things. Therefore, how to grasp the seemingly contradictory consumer psychology of consumers is an urgent direction for brand owners.

Under the consumption attitude of values caused by multiple factors, the beauty industry also burst out new opportunities after the epidemic.

From anxiety to calm response, prudence and loneliness in the post epidemic era, three consumption concepts are derived

From anxiety to calm response and stimulate rational consumption

In the post epidemic era, the post-80s generation in the first and second tier cities may take the lead in the “fourth consumption era” of rational consumption. This rationality is different from the overall objective rational consumption of Japanese young people, but subjective rationality under the pressure of high debt. Conspicuous consumption and brand effect are weakened, and products with high cost performance are more potential.

Cautious about the unknown future, reinventing buying considerations

Health and safety are the primary driving factors. At the same time, consumers’ yearning for a better life will not change. They still hope to improve the quality of life through high-quality and cost-effective products, and pay attention to appearance, fashion design and comfortable experience.

Loneliness leads to the growth of social desire and the emergence of new channel opportunities

In the post epidemic era, the mode of live broadcast + e-commerce has transformed from the original self-help means to the online standard configuration of enterprises. In the beauty industry, as an online purchasing channel, live broadcast has a high mentioning rate among consumers in all cities, and its penetration rate is higher in low city level consumers.

Three links of consumer link: Inspiration for beauty brands

The above three consumption concepts have a profound impact on the composition, category, brand, marketing communication and channel of beauty brand in the three links of consumer chain (planting grass, raising grass and weeding).

Grass planting:

In terms of ingredients and make-up effects, safe and mild ingredients that can remove acne and prevent allergy are sought after. Plant ingredients are more respected than chemical ingredients in the post epidemic era.

From the category point of view, when long-term wearing masks becomes the norm, in addition to relieving the problems of masks and faces, such as lips and sunscreen related products which are easy to be ignored due to wearing masks are concerned

Due to the social needs, consumers’ love of beauty is reviving, and the discussion on the categories of color makeup is booming. Among them, there are more discussions about the creativity of eye makeup, and light and hard to take off cosmetics products become the core appeal.

As consumers are more aware of safety and caring for the earth, brands with R & D strength and brands with natural goodwill are favored.

Suggestion: brands should launch more products that advocate skin care and repair effects, and rediscover the selling points of existing ingredients under the trend of ingredients preference. For example, the re packaging of plant ingredients with Chinese characteristics will have great marketing potential.

Grass raising

Consumers with subjective rationality will be dominated by the social needs stimulated in the post epidemic period. In order to establish interpersonal relationships and express their feelings, gift giving has become a more effective means to stimulate purchase transformation than before the epidemic

The uncertainty brought about by the epidemic situation will occupy the minds of consumers by means of strong sense of trust such as expert sharing and user co creation.

Suggestions: invite consumers to create products together, and present the real information transparently to consumers by enhancing the “sense of participation” of users, so that the brand can establish a high degree of trust user relationship in this uncertain post epidemic era

Weeding

“Live broadcast + e-commerce” tends to be normalized. The selection of goods, the strategy of price setting and the staffing of anchors are particularly important to stimulate the transformation.

For the new generation of consumers, experience is particularly important. Although the online bonus increased sharply during the epidemic period, the social and experience functions provided by offline stores could not be replaced. The local emerging cosmetics collection stores began to expand rapidly after the epidemic.

Suggestion: Live Broadcasting tends to be normalized, and breakthrough needs to deepen the live broadcasting experience through all channels. It is suggested that on the platform suitable for brand tonality, interesting short videos should be used to grow grass first, then beauty makeup dry goods short videos should be used to raise grass, and finally, live selling and weeding should be used to form a virtuous closed loop.

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