Sunscreen products, from scratch, never known to summer must, from the initial rushing cake to the current return to rational competition, the sunscreen market has surpassed the season concept, becoming an important part of the cosmetics field. With the rapid growth of China's cosmetics market, the sunscreen market has gradually grown into a "big market under the sun"!
Looking back at 50 years of sunscreen cosmetics
Since ancient times, the most commonly used sun protection tools are umbrellas. Sunscreen with cosmetics is said to have originated in Egypt, China and other countries that advocate white skin. In ancient times, people used tree pulp, vegetable oil, etc. to make foundation cosmetics for the original physical cover. Later, these foundations became the earliest cosmetic raw materials. In this sense, sunscreen cosmetics are one of the earliest types of daily cosmetics.
The birth of modern sunscreen cosmetics is said to have begun with humans recognizing that Egyptians use oil and cream to protect their skin from UV damage. In 1928, Europe began to use sunscreen products commercially, but did not leave a record.
In 1954, Shiseido sold the first sunscreen products in Japan, and sunscreens began to appear in cosmetics in Europe.
In 1973, the US FDA made a proposal to mark the anti-UV effect, and the SPF (Sun Protection Factor) began to be widely used.
Before 1978, sunscreens were always considered a drug to prevent sunburn. In the late 1970s, the US FDA classified sunscreens as cosmetics to protect the skin from the sun, and the era of sunscreen cosmetics with the concept of sunscreen began.
In the late 1970s, Clinique produced a "deage" SPF8 that combines sunscreen and skin care effects. Sunscreen is gradually recognized by consumers as a type of skin care product.
In the mid-1990s, the Chinese cosmetics industry began to focus on the development of the sunscreen skin care products market. In 1996, the small nurses took the lead in mass disseminating the concept of “sun protection†for skin care products; brands such as Ding Jiayi and Yaqian Jiaxue also launched their own sunscreen products. Together with international brands such as Olay and Shiseido, they promoted the rapid growth and maturity of China's sunscreen cosmetics market.
Since 2000, the competition for sunscreen products has become increasingly hot. International brands such as Lancome, Clinique and Estee Lauder have also launched SPF products of up to 40 for the Chinese market. In 2006, there were even SPF 50 sunscreens allowed by the SPF index.
In 2007, in order to standardize the concept of sunscreen market speculation and excessive competition, the newly implemented "Hygienic Standards for Cosmetics" made the UVA (long-wave UV) protective effect label, waterproof effect label, broad-spectrum sunscreen effect label and other regulations for sunscreen cosmetics. Revised and unified the standard. The new specification also stipulates that sunscreens higher than SPF30 will only be labeled SPF30+.
China's marketing road for inventory of sunscreen cosmetics According to the research data of authoritative market research institutions: At present, the sunscreen brands in the forefront of the country include foreign nurses under L'Oréal, Olay in P&G, Shiseido under Shiseido, and PURE & MILD. There are also local brands like Ding Jiayi and Yaqian Jiaxue. At the same time, in the second and third line camp, there are still a large number of small and medium sun protection brands. Whether it is a big brand or a small and medium-sized enterprise, there are obvious commonalities and differences in the operation of sunscreen products.
First, the concept of hype: big brand hype new concept, small and medium-sized brand imitation to survive!
Concept hype is a rule that has been tried and tested in the cosmetics industry. Especially in the field of sunscreen cosmetics with high homogeneity of products. If we can establish a differentiated brand image through the concept, we will occupy a very favorable position in the competition.
For example, the local brand “Little Nurse†who first set off the banner of sun protection has been shaping its own “professional sunscreen†brand image from the initial “professional sunscreen, our little nurse†to “professional sunscreen, sunburntâ€. . Ding Jiayi, on the other hand, hit the banner of “whitening sunscreen†and put forward the slogan of “whitening sunscreen: inner whitening, external sunscreen, whitening and sunscreen togetherâ€. Yaqian Jiaxue shouted "Ice Point Sunscreen"; Toyo's flower highlights the "waterproof and anti-sweat" sunscreen add-on function, Dabao has introduced a "nano-grade physical sunscreen" to emphasize the safety of sunscreen products. Undoubtedly, in the case of similar product quality, conceptual innovation can naturally attract more eyeballs and attention, which is of great benefit to brand building and market sales.
But for small and medium-sized brands, there is no way to carry out research and development of new products and large-scale speculation of new concepts. As a result, many small and medium-sized brands adopt the marketing strategy of “curving the country by curveâ€, and gain a share in the highly competitive sunscreen market through concepts, names “imitationâ€, product design, and packaging “big moneyâ€. In general, the price of small and medium-sized brand sunscreen products is lower than that of big-name sunscreen products. Channels have advantages in third- and fourth-tier cities and rural areas, so they can meet the needs of low-end and mid-end consumers who have limited economic capabilities and are pursuing benefits.
Second, rich product line: products are more targeted, more diverse functions!
Although major brands are instilling the concept of sun protection all year round. However, Chinese consumers are still accustomed to buying and using sunscreen only in spring and summer. Since the seasonal characteristics of sunscreen products are very obvious, the sales cycle ends at most from March to March after the Spring Festival to June and July, and the marketing risk is great. To minimize market risk and expand the market size of sunscreen products. The size of the sunscreen brand has taken the measures of product function segmentation and variety diversification to meet the targeted needs of the target audience.
1. Sun protection index segmentation, segmentation, subdivision
Due to different conditions such as the skin condition of the consumer, the environment of use, and the purpose of use, the requirements for the sun protection index vary widely. In the past, the SPF index of sunscreen products was only a few integer categories such as 15, 20, and 30. In recent years, the sun protection index has been continuously subdivided, breaking through the “integer markâ€, and more targeted sunscreen products such as 18, 22, and 26 have emerged, enabling people to measure and choose appropriate sunscreen skin care products according to their outdoor time. People's deep needs. For example, Ding Jiayi's sunscreen products have introduced SPF15, SPF18, SPF20, SPF22, SPF26, SPF30 and other types of sunscreen products. Sunscreen products for different environments almost cover the consumption needs of all sunscreen people.
2, not only to sunscreen, but also full sunscreen
The short sales cycle of sunscreen products and the difficulty in ensuring sales volume are a major problem that plagues Chinese and foreign cosmetics companies. In recent years, cosmetics giants have gradually explored and formed a complete sun protection system that combines sun protection and sun protection.
By maximizing the efficacy of skin care products, from eye cream, hydrating and moisturizing, deep sun protection to nourishing at night, all of them are provided in a series to form a complete system that attracts consumers to use the sunscreen skin care products. For example, Shiseido's new Sunshine Summer Sunscreen series refines its products to 18 products of 4 systems including complete protection, self-tanning, sunscreen foundation and after-sun care, and proposes “all-round skin careâ€; AQUA is a different place for women to enter and exit. The sunscreen skin series has been launched; there are also some brands that offer "all-round" and "360 degrees" concepts. In the future, the trend of sales of sunscreen products will become more apparent.
Third, the full coverage of channels: consolidate traditional channels and expand emerging channels
In the daily chemical industry, shopping malls, supermarkets, daily franchise stores, and beauty salons are the four major terminals in the traditional sense, and the most competitive "battlefield" for large and small cosmetics brands. In the first and second tier cities, foreign giants have long dominated the brand with their potential and strong strength, especially for mid- to high-end sunscreens. Local brands are hard to compete with. As a result, local brands are avoiding their edge and marching forward, and are striving to achieve a comprehensive breakthrough in the channel.
1. Channels sink and develop secondary and tertiary markets
In the face of severe channel situation, local brands adopt a channel strategy of “focusing on the upward direction and deepening the downward directionâ€. While connecting with foreign giants, they will sink channels and expand channels. For example, on the one hand, the small nurses will protect the sales of sunscreen products in key terminals of key cities. At the same time, they will sink the channels and continue to develop secondary and tertiary markets.
2. Develop new products and expand the channels of specialty stores
At the same time, each sunscreen brand also combines the characteristics and trends of local daily-use channels to flatten channels and segment and expand channels. Like the cosmetics store channel, the number and size of terminals in the country have grown exponentially year after year. Ding Jiayi has focused on the deep distribution of traditional channels and fully penetrated the emerging sales channels such as specialty stores. Ding Jiayi and other brands, according to the characteristics of the store channel, specializes in launching a series of products suitable for the sale of specialty stores.
3, grasp the trend, pay attention to drug store channels
In recent years, in order to expand the source of profits, pharmacies have invited functional cosmetics into pharmacies, and various forms of drugstores have sprung up. People are also getting used to buying cosmetics from pharmacies, and it is widely believed that cosmeceutical cosmetics are highly safe and highly targeted. At present, the three giants in the field of cosmeceuticals, Vichy, Avene, and Yiquan all have new sunscreen products, and the positioning is mostly locked in the middle and high end. For the drug makeup channel, it is necessary for the local sunscreen brand to conduct in-depth research and choose to enter.
4, reasonable configuration, off-site shopping
With the increase in awareness and trust of off-site shopping, off-site shopping channels such as online shopping, TV shopping, and DM manual sales are quietly changing the way consumers buy sunscreens, making the purchase process more convenient and faster. Foresight cosmetics companies have noticed the power of online shopping, electricity purchase, DM, and acted. As long as the traditional channels and emerging channels are properly configured, off-site shopping is available in the market for sunscreen products.
Looking forward to the marketing trend of sunscreen cosmetics, we have seen the development track of sunscreen products for decades, especially the marketing road of sunscreen products in China in the past ten years. Sunscreen cosmetics seem to continue to evolve along a unique marketing trend. The sunscreen market also presents the following major trends and trends.
First, from the crowd to the function, product innovation will be further deepened
One of the important signs of a mature industry is the deepening of product segmentation and innovation. Sunscreen cosmetics are no exception. At present, the segmentation and innovation of sunscreen products, people and functions are deepening.
From the perspective of crowd segmentation, in the past, the main consumers of sunscreen products were young and middle-aged (female) people, and everyone concentrated on this group. Now, as more and more men realize the importance of sunscreen, sunscreen products for men are also quietly emerging. In addition, China’s “baby boom†for several consecutive years, the market potential of children’s sun care is rapidly expanding, and the “70s and 80s†parents of new parents are themselves fans of sunscreen products, and they are more concerned about their children’s sun care. And the efficacy and safety of sunscreen products are demanding, and the market opportunities for high-quality natural sunscreen products are great.
From the functional subdivision point of view, the "sunscreen + other" sunscreen function mode is more obvious. The full-effect sunscreen has evolved from a combination of “sun protection + skin care†to a combination of “sun protection + makeupâ€. Adding a sunscreen color to the makeup products, giving the sunscreen products a fashion element, which not only increases the practicality of the product, but also conforms to the modern people's life rhythm. Therefore, the world's major cosmetics companies
We are constantly developing a variety of makeup products that combine sun protection and various functions. For example, in the summer of 2007, Estée Lauder, Dior and other big brands have launched the "correction of skin color" sunscreen. Biotherm and Maybelline have launched a series of makeup sunscreen products with the function of “skinning and isolationâ€.
Second, from product to brand, the concept of natural sun protection is continuously strengthened
Technological innovation is having a profound impact on the sunscreen market. Adding new materials and high-tech to cosmetics can give the product a better gold content. The high-tech that has been applied to skin care products such as firming, anti-aging, and plant skin care has been applied to the field of sunscreen products.
The wave of “returning to nature†has made safer physical sunscreens more popular. Major cosmetic brands are developing sunscreens containing natural ingredients. At present, aloe vera and oat extracts have made great progress in the application of sunscreen products. Many products also use free radical scavengers in formulas, such as vitamin E, vitamin C and its derivatives, β-carotene and other active ingredients to increase the UV protection of the product and effectively prevent skin aging.
More sunscreen brands are also offering natural sunscreen products, as well as the concept of “plant sunscreen†and “herbal sunscreenâ€. The sunscreen lotion is added to the immortal grass and chrysanthemum, and the “herbal makeup†is lifted. Brand concept; the concept of “plant skin care†is highly sought after because it is pure and pollution-free.
Third, from the use method to the type of variety, the product form will become more diverse
Modern consumers not only require cosmetics to be "effective" but also require "simple and easy to use." Therefore, cosmetics companies are striving to enhance the convenience of using sunscreen cosmetics. In recent years, popular spray-type sunscreens have been sought after by consumers because of their portability and ease of use. The well-known sunscreen brands, Shiseido, Lancome, Estee Lauder, Nivea, Dr. Li, Herborist, etc. have launched their own sunscreen sprays to meet market demand, and the spray material is replaced by a lighter and thinner liquid, emphasizing the uniformity of the spray. And it is convenient for the user to control the usage amount to achieve the best use effect.
From the perspective of global sunscreen development trends, sunscreen is developing to a wider range. On the one hand, sunscreen is extending from “prevention†to sunburn and after-sun skin care. At the same time, the form of sunscreen products is more diversified, and has surpassed the boundaries of cosmetics. Appearance of sunscreen, hair sunscreen, and even sunscreen clothing have appeared.
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