Beauty giants raise prices again! Your beauty is more expensive

　　China News Service, July 11,

　　Zhongxin Finance reporter Zuo Yukun

　　"The price of Estee Lauder's entire line of cosmetics has increased, and the price of a bottle of face cream has risen by tens of yuan overnight." "The price of skin care products in duty-free stores is as low as the feet, and I am embarrassed to start with more than 30% off."

　　In the recent beauty circle, these two diametrically opposed voices overlapped.

What is the wind blowing in the "beauty industry"?

Data map: Customers buy cosmetics at the duty-free store in Haikou Riyue Plaza of CDFG.

Photo by China News Agency reporter Luo Yunfei

Price hike again!

This year's "Brace"

　　Entering July, brands under the cosmetics giant Estee Lauder quietly started a new round of price increases.

　　A salesperson of Estee Lauder's high-end skincare brand Hailan Mystery told a reporter from Zhongxin Finance that the counters began to adjust prices around July 2.

"It's not that all lines have risen. The main price increases are face creams, eye creams, essence milks, etc., but they are indeed more popular and not worry about selling."

　　"This is the second price increase this year, with an average increase of 50-100 yuan." The salesperson said.

　　Xiao Chen, a long-term consumer of Estee Lauder brand skin care products, also recently discovered that the price of a set of "eye cream + face cream" that he often buys has recently increased by 140 yuan on the official website.

"I just bought a set from 618. Suddenly I saw that the official website has increased the price. I am happy that I stocked up before the price increase. Sadly, it will be expensive to buy it later."

The price changes of the same product in the Estee Lauder flagship store in June (above) and July (below).

　　An Estee Lauder brand salesperson in Beijing also confirmed the price increase to reporters and said: "The price increase for a single bottle is basically a few tens of yuan, but it is not only increased in China, it is the price adjustment of the group as a whole, we were notified in early June. of."

　　According to the salesperson, Estee Lauder basically raises prices twice a year, and the last price adjustment was in January this year.

　　The reporter combed social platforms and media information and found that in addition to Estee Lauder, other brands such as L'Oreal Group's Helena, LVMH (Moët Hennessy-Louis Vuitton Group) brand Guerlain also made price adjustments in July, and even GUCCI (Gucci) ), Burberry (Burberry) and other luxury brands of makeup lines also have the trend of rising prices, most of the increase in skin care products around 5%.

Big dive!

Tax-free, purchasing agents have "fracture prices"

　　But it is also the Estee Lauder brand, which is another scene among consumers who buy through duty-free shops, purchasing agents and other channels.

　　"Two bottles of Estee Lauder's 15ml eye cream set cost about 1,000 yuan in the flagship store. I spent more than 400 yuan to buy it at the duty-free store at the beginning of the year, and thought I was making a lot of money. As a result, the price of the duty-free store has been 'diving' since late June. To 297 yuan, 238 yuan or even 218 yuan, I have not opened the package at the beginning of the year, and I feel that I have lost a lot." Ms. Liu, a consumer, told reporters.

The price difference of products in the flagship store (left image) and duty-free store (right image).

　　"Hainan duty-free shops are very active, and the channels are assured. Sometimes the dates are not very good, and some may only have a shelf life of more than half a year." Ms. Liu said, but the big discounts of duty-free shops require information on outlying islands to purchase, and some do not If you need information on outlying islands, it may be about 50 yuan more expensive.

　　In addition to tax-free channels, the situation of "fracture price" also appears in the purchasing industry.

Meng Ming (pseudonym), a practitioner in the beauty industry, is also a make-up purchasing agent. The sharp price drop is not good news for her.

　　"For example, an eyeshadow of the TF brand, the official flagship store price is 750 yuan, and the previous purchase price was basically stable at about 450 yuan. In May this year, foreign shopping malls were discounted to more than 300 yuan, so I started one. The goods were batched. As a result, the goods have not been sent to the country, and they have dropped by more than 100 yuan, which makes me and customers very embarrassed." Meng Ming said.

　　As for the reasons for the continuous price reduction, she mentioned that in recent years, due to the epidemic, the number of tourists has decreased and the international freight prices have increased. There are also many goods in foreign shopping malls that cannot be sold, so they will choose to reduce prices.

Especially if there is a new version, the mall will clear the stock and dump the old version.

　　In addition, there is a new low-cost channel quietly emerging in the beauty industry recently, that is, the bonded warehouse supply that also enjoys policy dividends.

In addition to the conspicuous "bonded warehouse hair" label that frequently appears on the shopping platform, this type of product also appears in the live broadcast of many anchors, and the price can even be as low as 2-3% of the flagship store.

　　"This type of goods is basically shipped directly from warehouses in bonded areas around the world, and they also enjoy preferential policies such as taxation. One of the more significant features is that there is often an 'import tax' when paying." Meng Ming said that bonded warehouse goods are also It has its own channels and policies, but the price diving is also related to the epidemic.

　　"First of all, most of the cosmetics in my country's bonded warehouses come from duty-free shops in South Korea and Japan. Outbound travel has dropped sharply, and a large amount of inventory will flow into China, which has strong spending power. Second, the key areas of my country's bonded warehouses, such as Shanghai and Shenzhen, have counterattacked against the epidemic this year. It is estimated that it has also led to a backlog of some goods, and merchants will also reduce the price to ship in order to work capital and prevent expiration." Meng Ming explained.

Data map: cdf duty-free shops in Haikou.

Photo by Wang Ziqian

The price increase is for "price reduction"?

　　"It's normal for brands to adjust prices, especially for big international brands. They basically only go up and not down. Because price cuts will have a serious negative impact on the main consumers of the brand, they will make them think that the product is 'not worth the money'." Mr. Cheng, who has been in the beauty industry for many years, told reporters that the price increase of the beauty giants in this round may be precisely because they are "in a hurry".

　　In the first quarter of this year, the performance of major beauty giants in China or the Asia-Pacific market was generally not good.

In the first quarter, Shiseido Group's sales in the Chinese market fell by 20.6% year-on-year, Amorepacific's sales in the Chinese market fell by 10%, and Estee Lauder Group's sales in the Asia-Pacific market fell by 3.91% year-on-year.

　　"

" Mr. Cheng said .

　　In the past 618 shopping festival, many beauty brands began to "shopping" in terms of discounts: brands that have always been stingy with gifts launched the promotion of "buy a bottle of formal clothes and get a bottle of formal clothes" for the first time in the live broadcast room; The prices of non-discounted liquid foundations, moisturizing creams and other products are almost halved. This price reduction or "disguised price reduction" is actually a compromise of beauty giants.

　　At the beginning of this year, the Procter & Gamble brand announced that due to the rise in transportation, material, labor and other costs during the epidemic, as well as rising raw material prices due to global inflation, all of its ten major categories of products have increased prices.

Subsequently, in its third-quarter earnings report released in April, Baojie's sales increased by 7% year-on-year, which is directly related to the price increase.

　　"Generally speaking, as an important starting point for driving the performance of international beauty companies, how to grasp Chinese consumers is still the common goal of international beauty companies." It is generally believed in the industry.

(Finish)