2024年美妆及日化家清行业网络营销监测报告

Industry Investment Rating - The report does not explicitly provide an overall investment rating for the beauty and household cleaning industry [1][2][3] Core Insights - The beauty and household cleaning industry's online advertising investment index reached 4.12 billion from January to July 2024, a year-on-year increase of 14.5% [5] - Personal care and household cleaning categories showed significant growth, while beauty and skincare advertising investment decreased [5] - Advertising investment favored promotional periods, with personal care brands showing strong momentum in the first half of 2024 [15] - OTT platforms accounted for 42.6% of advertising investment, becoming the second-largest terminal after mobile [5] Industry Trends - The beauty and skincare segment saw a 10.6% year-on-year decline in online advertising investment from January to July 2024 [23] - Personal care brands achieved a 46.2% year-on-year increase in advertising investment during the same period [37] - Household cleaning brands experienced a 20.9% year-on-year growth in advertising investment [53] Advertising Strategies - Beauty and skincare brands focused on mobile advertising, primarily using video websites and social media platforms [6] - Personal care and household cleaning brands preferred OTT video pre-roll ads to enhance brand impression [6] - Video websites accounted for 69.4% of the industry's online advertising investment [19] Key Brands - L'Oréal and Procter & Gamble were among the top advertisers in the industry [17] - Domestic brand Pechoin increased its advertising investment by 31.76 million, focusing on its flagship product, the Anti-Wrinkle Repair Cream [66][67] - Procter & Gamble leveraged the 2024 Paris Olympics for integrated marketing, increasing its advertising investment by 21.5% [71][72] Product Categories - In the beauty and skincare segment, facial care products accounted for over 70% of advertising investment, but saw a 7.4% year-on-year decline [27] - Shampoo and hair care products in the personal care segment grew by 61.3% year-on-year [40] - Disinfection and hygiene products in the household cleaning segment grew by 126.1% year-on-year [57] Creative Trends - Brands incorporated internet memes and trendy language to attract younger consumers [35] - Personal care brands emphasized product efficacy and convenience in their advertising [49] - Household cleaning brands highlighted promotional offers and environmental sustainability [62][64]