今天分享的是：2025年洗护品类趋势与创新洞察报告-久谦中台 报告共计：40页 2025洗护市场深度变革：从基础清洁到情感疗愈的消费升级 近日，久谦中台发布的《2025洗护品类趋势与创新洞察报告》揭示，中国个护清洁市场正经历一场从"基础清洁"到"健康管理"与"情绪价 值"全面升级的深刻变革。消费者不再满足于产品的单一功能，转而追求精准功效、安全信任与情感共鸣，推动市场格局从"泛人群"走 向"精细化、场景化、圈层化"。 市场格局：基础品类饱和，精细护理引领增长 报告显示，个护清洁市场整体呈现"基础品类饱和、细分品类高增"特征。过去三年，市场年均复合增长率达11%，增长主要依赖销量拉 动，均价仅微涨1.2%。身体护理与口腔护理增速分别为14.2%与12.2%，超越头发护理的8.1%，成为新的增长引擎。私处护理、头皮护 理、护发精油等细分赛道爆发式增长，而传统发丝护理与基础沐浴需求明显降温。值得注意的是，男士护理销量年均下降6.8%，或反映 出产品创新不足或被中性产品替代的现状。 洗发水：从"头发清洁"到"头皮健康管理"的核心转变 在洗发水领域，消费者认知已从"基础清洁"全面升级为"头皮健康管理"。成分选择更趋理性 ...

Core Insights - The report highlights a significant shift in the personal care market from "basic cleaning" to "health management and emotional value," indicating a clear direction for brand development [1][2]. Market Trends - The overall market is characterized by "saturation in basic categories and high growth in segmented categories," with a projected CAGR of 11.2% for mainstream e-commerce channels from 2022 to 2025, primarily driven by sales volume [1][11]. - Body care (CAGR 14.2%) and oral care are experiencing rapid growth, surpassing hair care, while traditional categories like hair moisturizing and basic shower products are seeing a decline in demand [1][11]. - The average price across the market has only slightly increased by 1.2%, with most categories facing challenges in price hikes, except for hand care and essential oils, which have seen significant price increases due to a shift towards high-end functionalities [1][11]. Consumer Insights - There is a profound transformation in consumer awareness and demand, with core needs evolving from basic cleaning to a balance of health management and emotional value, where safety and gentleness are baseline requirements [2][7]. - Consumers are increasingly seeking emotional connections, desiring safety, problem-solving, sensory pleasure, and personalized aesthetics, with professional trust and social confidence becoming core emotional appeals [2][7]. - The trend of "circle" and "scene" segmentation is evident, with specific needs arising from demographics such as "working individuals with oily hair" and "post-night shift care," leading to the creation of specialized products [2][7]. Product Innovation - Product innovation is clearly directed towards combining "traditional herbal formulas with modern technology," with rapid growth in effective ingredients like selenium disulfide and plant extracts such as cedar leaves [2][3]. - The rise of concepts like micro-ecology and scalp anti-aging is notable, with fragrance becoming an important differentiator and packaging evolving towards a sense of luxury and artistry [2][3]. - The focus of brand competition is shifting from functional selling points to meaningful competition, with diverse brand archetypes emerging, such as the "hero" archetype in shampoo emphasizing efficacy, and the "lover" archetype in body wash enhancing emotional connections [2][3]. Brand and Supply Chain Strategy - Brands should concentrate on precise efficacy, targeting opportunities in scalp health and body care, enhancing safety transparency, and creating emotional premiums while embracing segmented markets [3][7]. - Supply chains need to invest in effective raw materials, gentle surfactants, and environmentally friendly packaging development, improving collaborative research capabilities [3][7]. - The future trend of AI-driven C2M (Customer to Manufacturer) development will enable brands to capture high-interest, low-satisfaction pain points through big data, predicting ingredient trends for agile research and precise innovation [3][7].

Core Insights - The personal care and cleaning market has undergone significant changes from 2022 to 2025, shifting from a broad growth model to a more segmented and precise approach driven by specific scenarios, efficacy, and emotional value [5][19]. Market Overview - The overall personal care market maintains an 11.2% CAGR, but growth is not uniform across categories [5]. - New growth engines include "body care" (CAGR +17.2%) and "oral care" (CAGR +12.2%), with "intimate care" showing an impressive growth rate of 68.6% [5]. - Traditional "hair care" is experiencing slower growth at 8.1%, with a 1.8% decline in average price, indicating a price war in the saturated market [5]. - "Men's care" has seen a negative growth of 8.4%, suggesting a shift in male consumer preferences towards more neutral and specialized products [6]. Consumer Behavior - Consumers are less willing to pay a premium for basic cleaning functions, with sales growth (9.8%) outpacing average price growth (1.3%) [7]. - Only products with upgraded efficacy or emotional attributes can support a robust pricing structure [7]. Key Categories and Trends - **Shampoo**: Evolving from a "cleanser" to a "scalp conditioner," focusing on specific pain points like "sensitive scalp" and "fine hair" [11]. - **Body Wash**: Growth is slow (3.6%), but consumers are demanding skincare standards, leading to increased interest in ingredients like "acids" for skin issues [14]. - **Hair Oil**: Outpacing the hair care market with a growth rate of 15.5%, shifting from "repair" to "styling" [16]. Brand and Retail Strategies - Brands should pivot from ineffective competition in basic cleaning to focus on "scalp health" and "emotional value" [20]. - Retailers need to adjust product selection by reducing traditional large bottles and increasing the display of specialized products [20]. - Emphasizing ingredient education in stores can lower consumer decision-making barriers and enhance cross-selling opportunities [20]. Supply Chain Recommendations - Innovation in raw materials should focus on "skincare-grade scalp ingredients" and "gentle high-activity acid technologies" [21]. - Development of non-greasy lightweight oil substitutes and new polymers to address consumer pain points [21]. Conclusion - The personal care market in 2025 will prioritize precision over simple scale expansion, with brands and retailers needing to adapt quickly to the shift towards refined, efficacy-driven, and emotionally resonant consumer demands [23].

Group 1 - The article discusses the economic strength and consumer spending capabilities, suggesting that despite economic challenges, consumer spending remains robust [6] - It highlights the trend of consumers enjoying leisure activities, such as dining out and socializing, indicating a positive outlook on consumer behavior [6] Group 2 - The article emphasizes the importance of adapting to current economic conditions while maintaining a focus on personal enjoyment and lifestyle choices [6] - It suggests that individuals are finding ways to balance work and leisure, reflecting a shift in priorities towards a more fulfilling life [6]

Core Insights - Watsons has launched a fun pop-up store in Shanghai featuring the iconic character Mengququ as the "Hair Volume Ambassador" to promote hair care products and engage consumers in interactive experiences [1][4][10] Group 1: Event Highlights - The pop-up store includes immersive experiences such as a giant hair volume waterfall arch and themed areas like the Hair Volume Research Institute and the Fluffy Supply Warehouse [4][7] - Consumers can participate in various interactive challenges, trying on fun wigs and taking photos, enhancing their emotional satisfaction [4][5] - The event aims to attract young consumers by integrating health hair care concepts into creative interactions like "getting hair volume" and "styling" [10] Group 2: Product Offerings - Watsons has introduced exclusive co-branded hair care sets in collaboration with multiple brands, including hair oils, conditioners, masks, and shampoos, providing a comprehensive hair care solution [7][11] - The themed stores in Shanghai and Chengdu feature dedicated stations for scalp and hair care, creating a lively shopping atmosphere [7][9] Group 3: Marketing Strategy - The collaboration with Mengququ reflects Watsons' keen insight into young consumer trends and preferences, aiming to innovate marketing activities and strengthen brand identity [10]

Industry Environment - Fermented skincare is emerging as a new trend in the beauty industry, utilizing microbial technology to convert natural ingredients into effective active components, with a projected market size of 15 billion yuan by 2030 and an annual growth rate of 15% [2] - The 2025 Douyin E-commerce Skincare Trend White Paper reveals four major trends: technological skincare, medical beauty scenarios, targeted care, and emotional skincare, indicating a shift towards scientific and refined consumer demands [3] - The global perfume market is expected to grow from $53 billion in 2025 to $77.53 billion by 2032, with luxury brands like Chanel and Kering's beauty business performing well amid market challenges [4] - The medical beauty sector is becoming a new hotspot in the beauty consumption market, with the Chinese medical beauty market projected to reach 350 to 400 billion yuan by 2025, driven by the Z generation [5] - Small and niche brands are gaining traction in the global beauty market, appealing to younger consumers who prioritize brand values and cultural resonance [6] - In the first half of 2025, the global beauty market saw 61 investment events, with a focus on skincare and personal care sectors, highlighting a significant interest in upstream technologies [7] Company Dynamics - Huaxizi has appointed Wang Junkai as its first global color makeup ambassador in an attempt to revive declining sales, which have seen a 21.19% year-on-year drop in online GMV for 2024 [9] - Estée Lauder's high-end hair care brand Aveda has opened its first flagship store in China, emphasizing a holistic approach to beauty that integrates natural wisdom and immersive experiences [10] - ColorWow, a professional hair care brand, was recently acquired by L'Oréal for $1 billion, showcasing the success of its founder Gail Federici in the hair care industry [11] - Onitsuka Tiger has launched a new perfume line, marking its entry into the beauty sector and aligning with its high-end, fashion-forward strategy [12] - Plant Doctor has been accepted for IPO, focusing on high-altitude plant products, but faces challenges in growth and online transformation [13] - A hair oil brand has topped Douyin's sales charts, driven by increased demand for hair care products among university students during the summer [14] - JD Health has opened its first offline medical beauty clinic in Beijing, aiming to leverage its supply chain advantages in a competitive market [15] - Unilever is focusing on high-end beauty and growth categories as part of its "tail-cutting survival" strategy, with a 1.9% global revenue increase projected for 2024 [17]

Core Viewpoint - The hair care market is experiencing significant growth, with online transaction value reaching 340.37 billion yuan in the first half of 2025, marking a year-on-year increase of 20.67% [4][5]. Market Performance - The hair care segment outperformed other beauty categories, driven by a 131.5% surge in men's hair care and steady performances from international brands like Kérastase, L'Oréal, and Pantene [2][4]. - The overall beauty market saw a total online transaction value of 3,060.39 billion yuan, with hair care being one of the fastest-growing segments [5]. Segment Breakdown - The hair care subcategories showed robust growth: - Hair cleansing: 179.72 billion yuan, up 21.56% - Hair care: 74.00 billion yuan, up 19.59% - Hair dyeing and perming: 57.44 billion yuan, up 17.20% - Hair styling: 20.76 billion yuan, up 16.64% - Men's hair care: 5.12 billion yuan, up 131.50% [7]. Brand Landscape - The market share of the top five brands (CR5) decreased from 19% in 2024 to 16%, indicating increased competition from emerging domestic brands and private labels [8]. - New domestic brands like Off&Relax and others are gaining traction, with several entering the top 20 rankings [11]. Consumer Trends - There is a shift towards efficacy-driven products, with consumers seeking solutions for specific scalp issues and multi-functional products [14][19]. - The introduction of "face-care level" ingredients in hair care products is becoming a trend, enhancing the overall consumer experience [19][21]. Innovation and New Products - Over 25 brands launched new products in the first half of 2025, with a focus on scalp care and multi-functional benefits [13]. - Brands are emphasizing rapid effectiveness, with products claiming visible results in as little as one to three minutes [17]. Future Outlook - The competition in the hair care market is expected to intensify, particularly in the areas of anti-hair loss and scalp care, with a focus on patented technologies and quick results [26][29]. - The potential for growth in differentiated segments like scalp oils is significant, as brands explore new opportunities [23][26].

Investment Rating - The report provides a positive investment rating for the beauty and personal care industry, highlighting significant growth potential in various segments [1]. Core Insights - The beauty and personal care industry is experiencing a surge in user engagement, particularly in makeup and fragrance categories, driven by trends such as emotional healing and cultural collaborations [3][8]. - The report emphasizes the importance of understanding consumer trends, such as the rise of mini makeup products and the integration of fragrance into personal care routines, which are reshaping market dynamics [10][90]. User Trends - Trend 01: The rise of "mini makeup" products, with searches for mini makeup increasing by 145% year-on-year, indicating a shift towards portable beauty solutions [15][17]. - Trend 02: The "island makeup" trend reflects a desire for quick, effective beauty solutions that cater to the vacation mindset, with related searches up by 350% [38][44]. - Trend 03: The "no foundation makeup" trend is gaining traction, with a 262% increase in searches, as consumers seek lightweight, breathable products for warmer months [76][78]. Fragrance Trends - Trend 01: The focus on "energy fragrances" is growing, with a 165% increase in related searches, as consumers seek scents that resonate with their emotional states [92][94]. - Trend 02: The "memory fragrance" trend utilizes scents to evoke memories, with significant engagement on platforms like Xiaohongshu, indicating a strong consumer interest in personalized fragrance experiences [100][102]. - Trend 03: The trend of "DIY fragrances" is emerging, with a 52% increase in searches for DIY scent combinations, reflecting a growing consumer interest in personalized fragrance solutions [180][182]. Category Trends - The report identifies a significant expansion in the women's hygiene products sector, with trends such as "therapeutic sleepwear" and "private care" gaining traction due to increased consumer awareness and demand [188][194]. - The "absorbent pads" trend highlights a growing need for incontinence products, with a staggering 813% increase in related searches, indicating a previously underserved market [217][223]. - The "facial cleansing wipes" trend is also on the rise, with a focus on convenience and user experience, particularly for travel and outdoor activities, as evidenced by a 134% increase in related discussions [238][250].

Core Insights - The "Global Brand China Online 500 Strong" list for Q1 2025 was released, with Apple ranking first, followed by Huawei and Xiaomi in second and third place respectively. Among the top 10 brands, 7 are domestic brands [1] - The research utilized consumer big data from e-commerce platforms like Taobao and Tmall, analyzing metrics such as traffic, search terms, transaction amounts, member transactions, and store ratings to create a comprehensive scoring model for brands [1] - Key drivers for brand growth identified include product innovation, scene segmentation, and "self-consumption" trends, with a significant percentage of Chinese consumers willing to pay more for innovative products and special experiences [1][2] Brand Characteristics - Emerging brands are focusing on precise scene positioning and exhibit significant product innovation capabilities, with 36 out of the fastest-growing 100 brands showcasing a clear "product innovation + scene focus" characteristic [2] - "Self-consumption" is becoming mainstream, with brands in personal care, gaming, and pet products catering to individual emotional experiences, exemplified by brands like Kérastase and domestic pet food brand MaiFuDi [2] - There is a high overlap between high-growth brands and those favored by consumers aged 18 to 24, indicating that attracting younger consumers is translating into brand growth [2] Market Trends - As market maturity increases, consumers are seeking more refined functional needs, making it difficult for single, mass-market products to meet diverse scene requirements. Product innovation around segmented scenes is crucial for differentiation and brand longevity [2] - The demand for self-value expression among users is rising, prompting brands to provide emotional connections and personalized experiences to win consumer favor [2]