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2025抖音电商护肤新风向:科技、情感双驱动,高端市场成新蓝海
Sou Hu Cai Jing· 2025-08-16 16:46
Core Insights - The report titled "2025 Douyin E-commerce Skincare Trend White Paper" analyzes the latest dynamics and future trends of the skincare market on the Douyin e-commerce platform, highlighting a significant upgrade trend by 2025 [1] - Consumer skincare needs have evolved from basic care to a dual focus on "scientific evidence and emotional satisfaction," indicating a shift towards holistic health aesthetics [1] - Douyin e-commerce has become a core platform for the online skincare market, with a noticeable trend towards high-end products, particularly those priced above 1,000 yuan [1] Market Dynamics - Approximately 60% of consumers are increasingly focused on health from within, moving beyond superficial skin management [1] - The supply side is accelerating product upgrades through ingredient technology (e.g., recombinant collagen, neuropeptide-161) and technical innovations (e.g., micro-encapsulation, clock gene technology) [1] Channel and Product Trends - Online channels are continuously gaining market share, with liquid essences and facial oils being particularly popular; single-use essences and masks are seen as blue ocean markets, while sheet masks and facial care sets are in a highly competitive red ocean market [2] - Consumer segments show distinct characteristics, with high-end customization favored by luxury consumers, domestic technology appealing to urban skincare enthusiasts, and practical consumers in smaller towns focusing on cost-effectiveness [2] Key Trends - The skincare sector is divided into two main camps: international brands leading in cell technology and domestic brands focusing on ingredient technology [4] - The medical beauty-related market is growing, with post-operative care and anti-dark spots becoming new demand hotspots [4] - Zone-specific skincare is expanding from the face to full-body care, with significant growth in niche categories like neck masks and nasolabial fold patches [4] - Emotional skincare is becoming more commonplace, leveraging neuroscience and sensory healing to expand categories like essential oils and masks [4] Brand Strategies - Douyin e-commerce supports brands in achieving integrated marketing through various IP activities and live streaming, with brands like Estée Lauder and Zhenyan successfully increasing performance through collaborations and celebrity endorsements [5] Future Outlook - The skincare market on Douyin e-commerce will continue to evolve with changing consumer demands, necessitating brands to innovate and adapt to meet diverse consumer needs [8] - The importance of emotional skincare is emphasized, urging brands to focus on consumers' emotional needs to enhance brand loyalty through emotionally connected products [10]
2025年中国护肤品细分矩阵深度解构:精简护肤趋势下,局部专护成新增长点
Tou Bao Yan Jiu Yuan· 2025-05-22 12:05
Investment Rating - The report does not explicitly provide an investment rating for the skincare industry Core Insights - The skincare market is segmented into facial care and body care, with facial care receiving significantly more consumer attention than body care [3][13] - The report highlights the emergence of targeted skincare products, particularly in the neck and chest areas, as new growth points in the body care segment [50][64] Summary by Sections Facial Care - Facial care sets account for over 20% of the market share, with leading brands including L'Oréal, Herborist, and Proya dominating the Taobao market [5][16] - In 2024, facial essence is projected to grow at a rate of 13.2%, becoming a key driver of market growth, with Proya leading sales [27][30] - The top-selling facial care sets on Taobao and Douyin show a significant presence of both international and domestic brands, with domestic brands gaining market share through innovative marketing strategies [23][25] Body Care - Body lotion and cream dominate the body care market, accounting for over 75% of sales, with international brands like L'Occitane and Vaseline leading [56][55] - The neck care segment is identified as the fastest-growing category within body care, with domestic brands like SDX and KAZOO gaining traction [62][64] - The body care market is experiencing a shift towards precision skincare, with targeted products for specific areas like the neck and chest becoming increasingly popular [65][64] Market Trends - The report indicates a trend towards premiumization in certain product categories, such as facial masks, while other segments are seeing a decline in average pricing due to changing consumer preferences [49][45] - The introduction of new products in 2024 is primarily driven by domestic brands, which dominate the market for facial care sets and masks [45][43] - The body care segment is witnessing a diversification of product functions, with consumers increasingly interested in multifunctional products that address various skincare needs [65][66]