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With summer coming, consumers’ demand for skincare is changing which is more refined compared to the demand in May. Fine skincare is more important for people, and they pay more attention on practical efficacy products such as lotion&cream, serum, sunscreen. Consumers have an increasing knowledge of their own skincare demand.
Under the condition that consumers’ skincare concept is being constantly updated, a refined racetrack is derived from skincare market in June, brands also usher in a comprehensive “Technology war”. Many scientific component words such as Pro-XylaneTM, Sodium Polyglutamate are constantly emerging which is continuously influencing consumers’ purchase decisions.
Compared to the skincare industry in May, international brands are still popular among consumers while Chinese domestic brands are constantly refining their products to bring forth the new through the old, increasing the advertisement on Little Red Book, and making efforts to make consumers more recognize the brands.
In June 2022, which characteristics did the development of skincare industry on Little Red Book present? qian-gua.com released Data Insight Report of Skincare Industry in June 2022(Platform: Little Red Book) to give you the answers.
Major findings
1.It’s easier for video notes(similar to the posts on social media) in skincare industry to have interactions, the interaction per video note is 4.80 times the interactions of per image/word note.
2.Summer is coming, demand for skincare has changed, TOP 3 skincare categories are serum, lotion&cream, sunscreen, refining skincare is trending in the market.
3.Skincare content reading group is young, male skincare ratio increases, becoming a new opportunity trend.
4.Premium international skincare products are still popular, Chinese domestic brands have increased the advertisement on Little Red Book.
PART 01——Seedings insight of skincare industry in June on Little Red Book
Number of notes in skincare industry in June
The number is 415 k, with obvious growth compared to May
Interactions of notes related to skincare industry in June
The interaction data is 80.75 million
Number of notes of refined categories in skincare industry in June
TOP 3 categories among the number of notes of refined categories of skincare industry in June are serum, lotion&cream, sunscreen. Of all, the number of notes related to serum category is 88.4k, the number of notes related to lotion&cream category is 87.0k, the number of notes related to sunscreen category is 62.4k. TOP 3 categories are same as those in May, however the number of serum category notes rises from TOP 2 to TOP 1.
Interactions of notes of refined categories in skincare industry in June
TOP 3 interactions of notes of refining categories of skincare industry in June are lotion&cream, serum, sunscreen. Among them, the interactions of notes related to lotion&cream are 17.87 million, the interactions of notes related to serum are 15.82 million, the interactions of notes related to sunscreen are 13.53 million.
Data of hot search words in skincare industry in June
“Lip” tops the rankings of hot search words in skincare industry in June, the number of its relevant notes is 4.09k. See the photo below for more details of the list.
PART 02——The ranking of skincare brands, goods on Little Red Book
Ranking of interactions of brand commercial notes in skincare industry in June
In TOP 20 rankings of interactions of commercial notes in skincare industry in June, the proportion of international brands increases by 12%, compared to that in May, among which, brands like LANCOME are still being pursued by consumers, with interactions way ahead. Domestic brands like ZHIRUN, Pechoin are also working hard to continuously do delicate research, increase publicity, make consumers more recognize the brands.
Goods seedings(recommend a product to others which is likely to seduce them into buying it) in skincare industry in June
The price range of goods seedings in skincare industry is concentrated between 100 yuan and 1000 yuan. The difference of seeding proportion of goods whose price is below 100 yuan and that of goods whose price is 1000-2000 yuan is small, suggesting that users pay same attention both on low price skincare products and on premium skincare products. The seeding goods are mainly serum, cream and sunscreen.
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