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Market Size and Growth Characteristics - The sensitive skin market is expected to show robust growth in 2024, with sales increasing by 35% year-on-year and volume by 34%, indicating strong market potential [1][21][22] - Monthly data indicates higher growth rates in January, May, and October, likely influenced by seasonal changes and promotional activities [1][21] - The expansion of market size is attributed to increased consumer awareness regarding sensitive skin care, with market voice growing by 11% year-on-year, although interaction volume has decreased by 40%, suggesting a need for brands to optimize marketing strategies to enhance user engagement [1][22] User Profile and Demand Insights - The primary users of sensitive skin products are women aged 24-40, accounting for 72.34%, predominantly located in first and second-tier cities such as Guangzhou, Chongqing, and Beijing [2][24] - Core pain points for users include redness repair (39.82% search share) and barrier repair (31%), with a significant demand for differentiated skin care based on skin type [2][28] - Emerging trends in efficacy focus on anti-wrinkle and anti-aging (antioxidant voice +91.7%) and "skin-nourishing brightening" (nourishing voice +72.1%), while the demand for oil control and acne treatment is shifting towards "oil control and acne prevention" (pore tightening voice +175%) [2][32] Beauty and Personal Care Market Performance - The beauty category dominates the market, accounting for 82% of sales, with facial masks, lotions/creams, serums, and facial care sets being core categories [3][42] - The fastest-growing segment is cleansing products, with a growth rate of 79.91%, while brands like 温博士, 赫莲娜, and 可复美 lead the market [3][42] - In the personal care category, hair care accounts for 50%, with body care (body lotions/creams) growing at 74.98%. Brands like 潘婷 and 赛逸 are performing well in the hair care market [3][42] Future Trends and Market Outlook - The sensitive skin market is projected to continue expanding, reaching 30 billion yuan in 2023 and potentially growing to 40.39 billion yuan by 2028, driven by factors such as increased environmental pollution and rising demand for safe, effective products [4] - Future development will focus on three main innovations: 1. Ingredients and technology: Combining natural plant extracts (e.g., chamomile, green tea) with biotechnology (e.g., nano-encapsulation technology) to enhance repair precision [4] 2. Products and services: Deepening customized skin care (e.g., targeted care for mixed skin) and expanding special scenarios (e.g., pregnancy care, outdoor protection) [4] 3. Emotion and experience: Enhancing user enjoyment through aromatherapy (e.g., essential oil rollers, aromatherapy washes) and convenient forms (e.g., sprays, rollers) [4] Brand Strategy and Marketing Opportunities - Brands need to seize social media marketing opportunities by optimizing content strategies based on data from platforms like Douyin, while reinforcing the perception of "gentle, safe, and professional" products to address market competition and evolving consumer demands [5]