2024年8月美妆行业市场观察

Investment Rating - The report does not explicitly provide an investment rating for the beauty and skincare industry Core Insights - In August 2024, facial care dominated the skincare category on both Xiaohongshu and Douyin platforms, while the makeup category showed a more balanced distribution of voice [2][4] - The top brands in the skincare category had low voice disparity across platforms, with Xiaohongshu showing a more uniform distribution, while Douyin featured more emerging makeup brands [14][20] - Brands with higher advertising spending in the skincare category generally performed better in terms of platform voice, particularly on Xiaohongshu [20] - The beauty and skincare industry saw an 85% increase in spokespersons compared to the previous month, indicating a rise in brand endorsements [24] Summary by Sections Skincare and Makeup Voice Overview - In August 2024, the skincare category's voice was primarily focused on facial care, while the makeup category had a more even distribution, with Xiaohongshu excelling in visually appealing nail art and Douyin in standardized base makeup [4][14] Brand Performance - The top skincare brands on Xiaohongshu included Olay, Clarins, and Lancôme, while Douyin featured brands like HBN and Olay [15][21] - The top makeup brands on Xiaohongshu were dominated by international brands, whereas Douyin showcased more new and emerging brands [15][21] Advertising and Sponsorship - Brands with higher advertising investments in skincare saw better performance on Xiaohongshu, where influencer marketing and bulk advertising were prevalent [20] - The overall sponsorship in the beauty and skincare industry saw a slight increase, with Pechoin being notably active in sponsoring various content [26] Market Trends - A significant counterfeit cosmetics case in August 2024 involved a value of 250 million yuan, highlighting the need for stricter market regulations [30] - Shiseido reported a sales increase of 2.9% in the first half of 2024, with a focus on maintaining its strategic goals [37] - The online sales channel has become crucial for brands like Deyou, which reported a revenue increase of 8.17% in the first half of 2024 [36] New Product Launches and Collaborations - The Ordinary launched its first body care line, marking a significant product expansion [40] - La Mer introduced its new miracle night cream, showcasing innovative marketing strategies [46] - Perfect Diary collaborated with the classic IP "The Little Prince" to launch a new makeup series, aiming to attract younger consumers [48]