The rise of "technology oriented consumers" in cosmetics

When buying cosmetics, 47.8% of the people will consider the scientific and technological claims of cosmetics, and with the continuous increase of the consumer group's awareness of ingredients, this proportion is expanding. The group of "science and technology consumers" is rising in China.

The reporter of China Consumer News learned from the "China US Iraq science and technology white paper" released at the recent 2020 international cosmetics science and technology conference that the concept of "science and technology consumers" was introduced for the first time. Among them, China's science and technology consumers have the following eight characteristics.

0 1 pays more attention to the product itself

Research shows that in the past, when most consumers bought cosmetics for the first time, they mainly focused on price, followed by brand awareness, efficacy, sense of use and friend recommendation; Now when buying cosmetics, efficacy has become the most concerned factor, followed by sense of use and price.

0 2 the proportion of choosing domestic products keeps increasing

Consumers' preference for domestic and foreign brands when choosing goods

In terms of brand selection, most consumers (62.7%) do not have outstanding requirements for domestic and foreign brands, but pay more attention to their own needs. Data show that although only 6.2% of consumers choose domestic brands at present, compared with the overall sales of domestic brands in recent years, this number will continue to increase.

0 3 "science and technology party" dominates the mainstream

This white paper surveys 10000 consumers aged 18 to 60 from Guangdong, Shanghai, Zhejiang, Beijing, Jiangsu and other places. According to their different consumption concepts, the respondents are divided into four groups: "Minimalism", "trends", "ingredients" and "technology". Among them, the "science and technology party" (66.9%) is the mainstream. They pay more attention to the scientific and technological power of cosmetics, understand the scientific and technological innovation and patented technology of cosmetics, and have a deeper and professional understanding of the formula structure and ingredient effectiveness of cosmetics through the marketing and ingredient list of merchants.

0 4 cognition of beauty technology

When most consumers hear the word "scientific and technological power" in cosmetics, they first think of "the latest and most effective ingredients" and "more advanced formulas". The factors that consumers think should be included in "scientific and technological power" cosmetics include: brand unique formula, black technology ingredients and patent technology support.

0.5 nearly half of those who pay attention to product technology

When buying cosmetics, 47.8% of people will consider the scientific and technological claims of cosmetics, and with the continuous increase of consumer groups' awareness of ingredients, this proportion continues to expand.

0 6 focus on beauty technology

Among the many factors related to cosmetic technology, the top three that are most concerned by consumers are: clinical test / efficacy test, special formula process and scientific ingredients.

From the perspective of scientific and technological components, the top 3 that meet the expectations of consumers are: Bose, lysate of Schizosaccharomyces bifida fermentation product and ergothioin, followed by pitera (the component contained in fairy water) and retinol.

0 7 problems to be solved by beauty technology

Consumers have a high demand for effective skin care, among which "blackheads, large pores" and "dark skin" are skin problems that all ages hope to solve through scientific and technological cosmetics.

0 8 technology consumer values

Consumption concept is gradually becoming rational: consumers' attention to ingredients, formulas and other factors of cosmetics has increased, and rational consumption has become a trend.

Different problems of different ages: for the unique skin problems of each age group, scientific and technological cosmetics should have more targeted solutions.

Different needs of different groups: the understanding and demand for scientific and technological cosmetics have gradually increased from the "minimalist party" to the "scientific and technological party". The higher the understanding, the greater the demand.