小红书医疗美容行业月报（2024年5月）

Industry Overview - The medical aesthetics industry on Xiaohongshu shows a 55% year-on-year increase in user search volume in 2024 compared to 2023, with significant peaks during major promotional periods such as 618 and Double 11 [5] - The top three most searched medical aesthetics items on Xiaohongshu are Photon Rejuvenation, Golden Micro-needling, and Hyaluronic Acid Injection, which are often used in combination to attract customers and increase order value [6] - Photon Rejuvenation remains the most popular basic medical aesthetics item, with Golden Micro-needling, Thermage, and Hyaluronic Acid Injection expected to see higher growth rates in June [7] Industry Promotion Overview - Beijing, Shanghai, Shenzhen, and Guangzhou have the highest levels of medical aesthetics project promotion and competition, while new first-tier and second-tier cities present significant market opportunities [10] - The top five promoted items on Xiaohongshu are Ultrasonic Scalpel, Photon Rejuvenation, Hyaluronic Acid, Contour Fixation, and Golden Micro-needling [10] - Photon Rejuvenation, Ultrasonic Scalpel, and Hyaluronic Acid Injection are highly competitive, while Double Eyelid Surgery, Micro-needling, and Picosecond Laser represent blue ocean markets with potential for increased investment [12] Subcategory Hot Keywords - The top searched keywords for Photon Rejuvenation include its efficacy, post-treatment precautions, and frequency of use, while Ultrasonic Scalpel searches focus on its effects, cost, and comparison with Thermage [18] - For Hyaluronic Acid-related searches, common topics include nasal base filling, tear trough improvement, and lip augmentation, while Collagen-related searches often involve tear trough filling and types of collagen [19] - Double Eyelid Surgery searches are dominated by topics such as incision methods, post-operative care, and shape selection, while Eyebag-related searches focus on removal methods, costs, and comparisons with tear troughs [21]