Perhaps you have discovered that the current lip makeup market is turning its attention to "texture change".
Since domestic makeup INTO YOU has broadened the market's imagination of lip makeup with a "lip paste", new concepts and new terms such as lip gauze, lip velvet, lip dew, lip powder, lip cream, etc., have begun to further exist with more presence. The way of feeling is frequently appeared on the hot search of e-commerce platforms and lifestyle platforms.
Text, Photos/Chen Xin, All Media Reporter of Guangzhou Daily
Lip Makeup Flocks to New Category
Whether it is Estee Lauder, L'Oreal, NARS and other international big names, or domestic brands such as Huaxizi, Perfect Diary, Tangerine, etc., they have begun to increase the size of lip makeup, which is an increasingly subdivided vertical track.
The naming method of such new lip makeup products can give consumers a direct sensory impression, and strive to let consumers know the characteristics of the product when they see the name.
Take lip gauze as an example, as the name suggests, it can make the lips appear light and textured like gauze.
According to the official introduction of Huaxizi, the lip gauze product launched by it is inspired by "Xiangyun gauze", which can quickly form a breathable light film, which is long-lasting and not easy to stick to the cup.
Let’s take a look at the lip lotion. According to the official introduction of 3CE, the lip lotion product launched by 3CE adopts “water atomization film technology”, which converts the lipstick paste of water dew texture into “water mist” to create a light and soft mist makeup effect.
Consumers: The effect is not much different
For young consumers, lip makeup has provided enough choices in shades, and it is no longer easy to attract them with unconventional shades.
"I have collected countless lipstick shades, and I will find that there are only a few conventional shades that are commonly used in the end." Mengmeng, a makeup lover, said that she has returned to a "minimalist" attitude in color selection.
Therefore, it is not surprising that make-up brands turn to make a big fuss about "texture" in the face of fierce competition. They have achieved the ultimate in subtleties, opened up differences, and played with different makeup effects, which indeed satisfied the curiosity and early adopters of young consumers. , changeable purchasing needs.
But is it a long-term solution to pursue "new" in terms of texture?
Tick, who has tried a variety of new concept online celebrity lip makeup products, admitted, "In fact, whether you choose lip mud, lip cream or lip velvet, the effect of the overall makeup is not as big as you think." She said. , will not continue to start new categories of Internet celebrities for the sake of early adopters.
Industry experts said that the influx of new lip make-up categories can indeed activate the greater potential of the market, but the strategy of following the wind and copying quickly is no longer feasible in the current make-up market. The real "shortcut" is to come up with a differentiated and innovative work for the pain points.