2024年5月美妆行业市场观察

Investment Rating - The report does not explicitly provide an investment rating for the beauty industry Core Insights - User interaction on social media platforms Xiaohongshu and Douyin showed a slight increase in May 2024, with facial care products leading in discussion and attention [2][4] - The number of brand ambassadors in the beauty and skincare industry significantly increased to 58, marking a 25% rise compared to the previous month [13] - Sponsorship of TV shows and dramas by beauty brands saw a substantial increase in May 2024 compared to April [15] Summary by Sections User Interaction and Brand Performance - In May 2024, facial care maintained its top position in user discussions on Xiaohongshu and Douyin, while base makeup products continued to attract significant market interest [4] - The skincare brand ranking on Xiaohongshu remained stable, with Proya and MAOGEPING leading the volume rankings [11] Brand Investment and Sponsorship - The estimated advertising investment rankings showed Lancôme leading in both skincare and makeup categories, with Tom Ford's estimated investment significantly increasing [11] - Beauty brands increased their sponsorship of TV shows, with Pechoin sponsoring three shows and SK-II sponsoring four, achieving high brand exposure [15][16] Industry Developments - The establishment of the Cosmetics Standardization Technical Committee by the National Medical Products Administration aims to enhance the quality and safety standards in the cosmetics industry [18] - The 28th CBE China Beauty Expo attracted over 3,200 cosmetic companies from more than 40 countries, showcasing trends across the entire cosmetics supply chain [20] Innovations and Collaborations - COSMAX announced the development of an AI system for intelligent color matching, enhancing product formulation processes [22] - The brand FUNNY ELVES completed an A+ round of financing, focusing on online sales channels and content operations [22] Marketing Strategies - The brand OSMAN leveraged its founder's persona, "Pearl Grandpa," to connect with younger consumers, achieving significant sales growth [35] - UNNY CLUB collaborated with MINISO for a cross-marketing campaign, successfully engaging young consumers through themed events [32]