How Many Lipsticks Per Woman Do You Have?

A male friend once asked me, "how many lipsticks per woman do you have per capita?" in his imagination, there are a handful of women who have 128 sets of MAC, "bullet" lipstick boxes, and Tom Ford 50 sets of Lips & Boys series.

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And the beauty bloggers left a big impression on the social media.

However, for most women, even if it is not so exaggerated, there will be no less than 5 lipsticks per person.

After understanding the price of lipstick, male friends can understand that "it's much cheaper than I thought."

That's exactly the case. The big lipstick between 250 and 500 yuan has become.

The entry-level consumption makes up for the satisfaction of buying high priced products such as bags, ready-made clothes and shoes.

According to this psychology,

In the early twenty-first Century, Leonard Laurder, the former chairman of the group, put forward the concept of "lipstick effect", that is, when the recession is going on, lipstick's lower price and more practical consumption will rise.

With the confirmation of the important economic development nodes such as the US Soviet cold war, the "9 / 11" incident and the great depression, the "lipstick effect" is still trusted.

For example, in the past two months, many luxury brands and brands such as LVMH, Li Feng, Tiffany and others all attribute the cause of the performance fluctuation to the slowdown in China's economic growth and the reason why consumers can't buy it.

But beauty care companies don't feel that way.

According to the world clothing and shoe net, a few days ago, L'OREAL group released its 2018 earnings report. The Chinese market is the main driving force.

The high-end cosmetics department showed outstanding performance, sales increased by 10.6% to 9 billion 370 million euros, Lanc, me, Lancome, Yves Saint Laurent (Eve Szentloran), Giorgio Armani Armani (Giorgio Armani) and Kiehl s (Ke Yan) all achieved double-digit growth.

In an interview, L'OREAL group CEO Jean-Paul Agon pointed out that the performance of China's regional performance coincided with the logical mechanism of lipstick effect, which is absolutely a positive thing for L'OREAL.

But recently, analysts say, lipstick seems no longer a barometer to distinguish the economy as the beauty industry changes.

The reason is that the development of skin care products, body care, nail polish and other make-up products has gradually weakened the status of lipsticks in the field of make-up.

For example, Estee Lauder group, which has La Mer, MAC and Origins brands, has Shiseido, NARS and other brand Shiseido group, and SK-II and Olay Procter & Gamble group. Their annual reports show the great potential of high-end skin care and beauty make-up, and become the category of leading performance.

In addition, natural active skin care products are also ushering in a period of rapid development.

In 2018, the active Beauty Department of L'OREAL group achieved the largest increase in skin care products in more than 10 years, and sales increased by 9.25 to 2 billion 276 million euros compared with the same period last year, an increase of 11.9% over the same period last year.

The growth in North America and Asia is the most significant.

Take the Chinese market, which is currently the largest contribution to many groups, for example, besides the infrared and cosmetic products, the growth potential is gradually showing its potential.

According to the survey of CCTV's consumption proposition, the frequency of people using mask is constantly improving and their functions are becoming more and more detailed.

Alibaba's data show that from 2016 to 2018, consumers' "distribution" is becoming more and more comprehensive, and the color cosmetics category is increasing.

Besides the high permeability of lipstick and eyebrow pencil, the permeability of eye shadow and foundation has also been significantly improved.

Jingdong beauty also found from big data that male consumers have higher per capita consumption in elite products than women.

In order to compete for the Chinese market, overseas enterprises have also increased investment in technology and development of mask and make-up.

At the first import Fair held in Shanghai in November 2018, the Korean Emory pacific group exhibited a series of customized digital skin care and make-up products, including skin detection using IoT (Internet of things) technology, 3D mask printing technology, Beauty Mirror intelligent technology and customized dual color lipstick.

It can be seen that although lipstick is still popular, people begin to spread money and enthusiasm to other categories.

In addition, Mintel, a recent market research firm, found that the sales of lip make-up products actually dropped by nearly 3% in the recession caused by the bubble burst in the United States between 2007 and 2009, which shook the argument of lipstick effect.

Alison Gaither, an analyst at Mintel, said that in the recession, nail products grew, as women reduced their consumption to nail shops and chose to make fingernails at home.

"During this period, sales of nail products increased by 12%."

Euro consulting also points out that both the nail and lip makeup products are only a small part of the cosmetic products market.

Other beauty products are expected to reach US $76 million in 2019.

More interesting reports, please pay attention to the world clothing shoes and hats net.