1. Market overview of the cosmetics industry

The overall trend of cosmetic industry search

1. From 2013 to the second quarter of 2014, the overall search index of the cosmetics industry showed an upward trend, with a year-on-year growth rate of 90% in the second quarter, and the month-on-month growth rate stabilized;

2. Since 2014, the search index has been growing rapidly, but it has steadily declined in the second quarter.

The composition and trend of search content in the cosmetics industry

1. In the second quarter of 2014, in the cosmetics industry, products, word-of-mouth, and brands are the more concerned content, which accounted for more than 80% of the total and remained basically stable;

2. Affected by the season, attention to efficacy has risen sharply in summer, and the second quarter growth rate reached 183%.

category search trends in the cosmetics industry

1. From 2013 to the second quarter of 2014, the overall search trend of various categories in the cosmetics industry has increased;

2. The search index of skin care products is high, which is basically consistent with the overall trend of the industry;

3. The search index of makeup products showed negative growth in the second quarter of 2014

General word search trends for skin care products

1. The search index of common facial words showed a fluctuating upward trend, and there were two peaks in March and May;

2, the search index of general words in the eye has been decreasing after its peak in February;

3. The search index of general lip words shows a fluctuating downward trend. Among them, January and March are the peak search periods

general word search trends for makeup products

1. The search index of common facial words showed a downward trend after reaching a peak in February, but it is still at a high level

2. The peak search index for general terms for eyes and lips was in March, after which general terms for eye makeup steadily declined, while lip makeup remained stable

2. Cosmetic brand registration analysis

Brand rank search trends in the cosmetics industry

1. From 2013 to the second quarter of 2014, the search index trends of high-end and popular cosmetics brands were basically the same;

2. In March, the search index peaked, indicating that consumers' attention to the brand increased significantly in that month;

3. In the second quarter of 2014, the search indexes of high-end and popular brands both declined to varying degrees

High-end cosmetics brand attention

1. The brand concentration of high-end cosmetics is relatively high, and the top five brands account for nearly 70% of high-end brands;

2. Consumers pay more attention to Estee Lauder and Lancome's brands, and the total is close to 50%

Popular cosmetics brand attention

1. The brand concentration of popular cosmetics is relatively high, and the top five brands account for nearly 2/3 of popular brands;

2, L'Oreal Paris has a comparative advantage, and its brand attention is nearly 30%

skin care products

skin care products-general search trends

1. From 2013 to the second quarter of 2014, the search index of skin care products showed an overall upward trend;

2, especially after entering 2014, its growth rate has accelerated significantly. In the second quarter of this year, the search index increased by 34% from the previous quarter, and the quarter-on-quarter growth increased by nearly 14 percentage points from the first quarter.

Skin care products-search content composition and trends

1. From 2013 to the second quarter of 2014, consumers paid attention to product, brand and word-of-mouth evaluation, and the total proportion reached 85% in the second quarter of this year

2. In the second quarter of this year, the proportion of product searches reached a record high, exceeding 40%, and the proportion of brand searches declined;

3. With the advent of summer, the search for efficacy has increased, and the second quarter growth rate was 182%

Skin care products-brand attention

1. Among the high-end skin care products, Estee Lauder, Clinique and Lancome have attracted much attention from consumers, and the total attention of the three is 65%;

2. Among the popular skin care products, L'Oreal Paris, Olay and Neutrogena received more attention from consumers, with a total attention of 68%

skin care products-brand general word attention

1. The brands of general terms for facial products are relatively scattered. Except for L'Oreal Paris, which has a close attention of 20%, there is no significant difference among other brands;

2. The brand concentration of common words for eye products is relatively high. The Estee Lauder brand has obvious advantages, and the attention is 37%;

3. The brands of common words for lip products are relatively concentrated, but the attention of each brand does not exceed 20%

Skin care products efficacy-search trends

1. The seasonal fluctuations of sunscreen and moisturizing effects are more obvious. The sunscreen efficacy reached its peak in the second quarter, while it was a trough in the fourth quarter; the moisturizing effect is the opposite;

2, the whitening effect is less affected by the season and shows a steady increase trend

Skin care product efficacy-brand level attention

1. Affected by seasonal factors, in the second quarter, sunscreen is the most important effect of consumers. Among popular brands, its attention reached 33%, and high-end brands also reached 24%;

2. For high-end skin care products, the effect of firming and anti-wrinkle has attracted much attention, while popular skin care products are more concerned about blackheads and anti-wrinkle.

Skin care product efficacy-brand attention

1. Among the whitening products, the top three brands that have received attention are L'Oreal Paris, Coyan's and Estee Lauder, with a total attention of 71%;

2. Among the moisturizing products, the top three brands concerned are L'Oréal Paris, Clinique and Elizabeth Arden, and L'Oréal Paris has an obvious lead

Skin care products use-brand attention

1. Among facial care products, Meiji, Bestca and Laneige have a combined attention of only 31%. Except for Meiji, the gap between other brands is relatively small;

2. Consumers pay more attention to Cetaphil, L'Oreal Paris, and Neutrogena among facial cleansing products, and the total attention is only 35%. Brand competition is fierce

Makeup products

Makeup-Search general trends

1. From 2013 to the second quarter of 2014, the overall search index of cosmetics products showed an upward trend, but it fell slightly in the second quarter;

2. The makeup search index in the second quarter of 2014 decreased by 5% from the previous quarter and rose by 87% year-on-year

Makeup-search content composition and trends

1. In cosmetics, consumers pay attention to products, and their search accounted for 55% in the second quarter, and the trend is continuing to expand; on the contrary, the proportion of brands and usage methods is showing a gradual decline;

2. The month-on-month growth rate of search content is declining. Among them, the method has declined significantly

Makeup-brand attention

The brands that have attracted consumers’ attention are Maybelline, Dior and L’Oreal Paris. The total of the three is about 41%, and the brand concentration is slightly higher.

Makeup-brand general word attention

1. The brand concentration of common facial words is low. The top five brands have low attention, and the gap between them is small;

2, Maybelline is relatively prominent among common words for eyes;

3. The brand differentiation of common lip words is obvious, Dior stands out, with more than 60% attention

Makeup-Product attention

1. Among the base makeup products, the products that attract consumers' attention are BB cream, makeup primer (cream) and liquid foundation (cream);

2. Among the eye makeup products, the products that attract consumers' attention are mascara, eyeliner (liquid/cream) and eye shadow;

3. In lip makeup products, lipstick has taken up 75% of the attention, which is three times that of lip gloss (lip gloss)

Makeup-Use Attention

For cosmetic purposes, consumers pay attention to base makeup, eye makeup and makeup remover, and the total proportion of the three is 79%

fragrance products

Fragrance-Search general trend

1. From 2013 to the second quarter of 2014, the search index for fragrance products showed an overall upward trend;

2. In the second quarter of 2014, the fragrance search index increased by 3% from the previous quarter, and the growth rate fell back from the first quarter, with a year-on-year increase of 51%

Fragrance-search content composition and trend

1. In fragrance products, consumers are concerned about products, which accounted for 57%. Since the third quarter of 2013, it has continued to decline for four consecutive quarters;

2. Consumers also pay more attention to brands, and the search index in the second quarter accounted for 29%

fragrance-brand attention

The brands that consumers pay attention to are Chanel and Dior, with a total attention of more than 80%, and the leading advantage is very obvious

hair products

Hairdressing-search general trend

1. From 2013 to the second quarter of 2014, the search index of hairdressing products showed an overall upward trend;

2. In the second quarter of 2014, the hairdressing search index increased by 5% from the previous quarter, but the growth rate dropped significantly from the first quarter, up 63% year-on-year, and the downward trend in the past four months has been obvious

Hairdressing-search content composition and trend

1. Consumers are concerned about methods (such as what to do with dry and frizzy hair), which accounts for 46%, and it is showing a gradual upward trend;

2. Brands and products each account for about 20%, and the proportion of word-of-mouth reviews is gradually declining

Hairdressing-brand/purpose attention

1. The brands that consumers pay attention to are L'Oreal Paris, Schwarzkopf and Head & Shoulders, and the three have a total of 63%. Except for the first two, the competition among other brands is fierce;

2. For hairdressing purposes, consumers are concerned about shampoo, which has reached 75%; hair care ranks second; hair coloring and styling are equally concerned

Men's cosmetics analysis

Men's cosmetics-search general trends

1. From 2013 to the second quarter of 2014, the search index for men’s cosmetics showed an overall upward trend, but the fluctuations were significant;

2. In the second quarter of 2014, the men’s search index increased by 15% month-on-month, and the month-on-month growth rate was significantly faster than that in the first quarter, with a year-on-year increase of 87%; however, the downward trend in the past four months has been more pronounced

Men’s Cosmetics-Search Content Composition and Trends

1. For men’s cosmetics, products are what consumers care about. The proportion reached 44% in the second quarter, but it is showing a gradual decline;

2. The brand's attention is gradually increasing. The proportion in the second quarter reached 32%, and it has increased for 4 consecutive quarters; the attention of word-of-mouth is also continuing to rise

Men's cosmetics-brand/product attention

1. The brands that attract consumers' attention are L'Oreal Paris, Nivea and Mentholatum. The total of the three is about 43%, and the brand concentration is relatively high;

2. For products, consumers pay more attention to perfume, cleanser and mask, and the total of the three is 76%

Men's Skin Care-Search Content Composition and Trends

1. For men’s skin care products, consumers are mainly concerned about products and word-of-mouth evaluations, which accounted for 70% in the second quarter;

2. In addition, consumers’ attention to brands reached 21% in the second quarter, indicating that after market cultivation, consumers’ awareness and attention to brands are gradually increasing

men's skin care products-brand/product/function attention

1. The three brands that consumers pay attention to are L'Oreal Paris, Nivea and Mentholatum, with a total of 52%, and the brand concentration is relatively high;

2. The product that attracts consumers' attention is facial cleanser, which has reached 52% of attention, and facial masks have also attracted more attention;

3. Regarding efficacy, with the advent of summer, sunscreen has become a concern of consumers, with a degree of attention of nearly 55%

Consumer behavior analysis

The main hobbies of cosmetics consumers-TOP10

1. Celebrities have attracted attention, accounting for 13%, followed by common sense of life and TV dramas;

2, the cumulative proportion of the top ten reaches 60%

Cosmetic consumers' attention to various stars

1. Mainland actresses have attracted attention, accounting for 34.5%, followed by Hong Kong actresses and Mainland actors;

2. Chinese-speaking singers have received attention, but Korean-speaking singers have also been paid more attention.

The degree of attention of cosmetic consumers to various common sense of life

Weather forecast, honey and holidays are common sense of life that consumers pay more attention to

Cosmetic consumers' attention to various TV series

Mainland and mainland TV dramas have attracted attention, with 22% attention, followed by Korean dramas and Hong Kong dramas

Cosmetic consumers' attention to various websites

1. Consumers’ primary concern is e-commerce/shopping, accounting for 36%, which is significantly higher than other websites;

2, the cumulative proportion of the top ten exceeds 80%

Skin care-consumer behavior preferences

1. Consumers who care about basic care are more inclined to pay attention to food and beauty and body;

2. Consumers who pay attention to essential oils pay more attention to health and female information;

3. Consumers who care about cleansing pay more attention to videos, singers and digital

Makeup-Consumer Behavior Preference

1. Consumers who care about makeup can be divided into two categories, one is more concerned about facial makeup, the other is more concerned about nail art;

2. Consumers who pay attention to facial makeup pay more attention to celebrities; consumers who pay attention to nail art pay more attention to animation

Hairdressing-Consumer Behavior Preference

1. Affected by the higher penetration rate of shampoo products in the market, consumers who pay attention to shampoo have broader and richer behavioral characteristics;

2. Compared with shampoo, consumers who pay attention to hair coloring and styling are relatively niche

Brand classification of cosmetics industry

According to the brand level of the cosmetics industry, the main brands are classified as follows:

Definition of common words in the cosmetics industry

According to the characteristics of the cosmetics industry, the following common words will be analyzed: