疫情新常态下的美妆品牌增长机遇

新常态下的美妆品牌增长机遇Unlockbrandgrowthunderthenew

normal1+5%-2%2019-5%2020上半年2020H1品类销额增幅%Value.GR%VS

Y.A.整体快消品TTL

FMCG+10%美妆个护品Personal

Care2-5%2020上半年美妆个护销额实际增幅2020H1PersonalCareCategoryVal

GR%美妆个护品类在新冠疫情爆发后转向，市场损失巨大。ThedynamicgrowthofPersonalCarecategorywasdisruptedbytheoutbreakof

COVID-19.+9%预测无疫情影响的同期销额增幅Forecastof2020H1ValGR%Without

COVID-19250疫情导致的销额流失LostofMarketSalesin20H1dueto

COVID-19亿人民币25Bil.RMB数据源：凯度消费者指数，美妆个护购买样组，15-64岁男性及女性消费者，全国一到五线城镇，2019P1-2020P6*美妆个护品类包含：头发护理、脱毛、身体及私处清洁、护肤、彩妆、香水；彩妆仅含女性消费者，其他品类含男性及女性消费者Data

Source:

Kantar

Worldpanel,

Individual

Beauty

Panel,

Urban

China,

15-64,

2016P1-2020P6PersonalCareCategoryincludesskincare,makeup,fragrance,haircare,hairremover,bodycleansing;makeuponlyincludefemaleconsumers,bothfemaleandmaleareincludedinother

categories.3多数子类疫中下挫明显；

疫后虽步调各异，均已展现回暖趋势。0%身体清洁Body

WashRecoverytrendisgoingonwhilepacearedifferentacross

sub-categories.美妆个护品类组的单期（4周）销额增幅PersonalCareSub-CategorygroupsValGR%By

Period手部清洁Hand

Wash彩妆Makeup蓬勃品类Booming

Categories复苏品类Recovering

Categories滞后品类Catching-up

Categories数据源：凯度消费者指数，美妆个护购买样组，15-64岁男性及女性消费者，全国一到五线城镇，19PH1

VS

20H1*美妆个护品类包含：头发护理、脱毛、身体及私处清洁、护肤、彩妆、香水；彩妆仅含女性消费者，其他品类含男性及女性消费者*注：蓬勃型/复苏型/滞后型品类根据不同品类在20P6的单期销额表现进行划分。蓬勃型品类：在20P6单期，销额同比增幅保持双位数增长，含2个子品类；复苏型品类：在20P6单期，销额同比回复正增长，含6个子品类；滞后型品类：在20P6单P，销额同比增幅依旧处于负增长阶段，含3个子品类DataSource:KantarWorldpanel,IndividualBeautyPanel,UrbanChina,15-64,19H1VS20H1;Makeuponlyincludefemaleconsumers,othercategoriesincludebothmale&

femaleBoomingCategories:categorieswhoseval.gr%maintaineddouble-digitgrowthin20P6,includes2sub-categories;RecoveringCategories:val.gr%achievedpositivegrowthin20P6,includes6sub-categories;Catching-upCategories:valgr%stillremainednegativein20p6,includes3

sub-categories止汗Deodorant染发Hair

Colorant洗/护发Shampoo

&Conditioner护肤Skincare香水Fragrance危中有机，疫中仍有品类赢家；疫后涌现增长品牌。4疫中 During

COVID-1961%29%14%71%44%25%蓬勃品类BoomingCategories复苏品类RecoveringCategories滞后品类Catching-upCategories疫中During

COVID：20P2-P3;

疫后Post

COVID：20P4-P5正增长品牌Growing

Brands负增长品牌Declining

Brands蓬勃品类BoomingCategories复苏品类RecoveringCategories滞后品类Catching-upCategoriesSomebrandsmanagedtogrowevenduringpandemicwhilemorewinnersemerginginpost-COVID

era.品类组内

增长品牌个数占比

PercentageofgrowingbrandbySub-Category

Groups疫后 Post

COVID-19数据源：凯度消费者指数，美妆个护购买样组，15-64岁男性及女性消费者，全国一到五线城镇，19PH1

VS

20H1*美妆个护品类包含：头发护理、脱毛、身体及私处清洁、护肤、彩妆、香水；彩妆仅含女性消费者，其他品类含男性及女性消费者*注：蓬勃型/复苏型/滞后型品类根据不同品类在20P6的单期销额表现进行划分。蓬勃型品类：在20P6单期，销额同比增幅保持双位数增长，含2个子品类；复苏型品类：在20P6单期，销额同比回复正增长，含6个子品类；滞后型品类：在20P6单P，销额同比增幅依旧处于负增长阶段，含3个子品类DataSource:KantarWorldpanel,IndividualBeautyPanel,UrbanChina,15-64,19H1VS20H1;Makeuponlyincludefemaleconsumers,othercategoriesincludebothmale&

femaleBoomingCategories:categorieswhoseval.gr%maintaineddouble-digitgrowthin20P6,includes2sub-categories;RecoveringCategories:val.gr%achievedpositivegrowthin20P6,includes6sub-categories;Catching-upCategories:valgr%stillremainednegativein20p6,includes3

sub-categories5探索核心需求的延伸TracktheNeedsExpansion聚焦主力人群变迁GraspKeyTarget

Evolvement融合全域触达转化Reach&Convert

Shoppers解码新常态下美妆品牌的增长新路径UnlockBrandGrowthUndertheNew

Normal6卫生习惯加乘，高阶升级回归，疫后个护步渐回升。Beautystepsincreasewithreturnedneedforeffective

care/image

perfection, plustherisinghygiene

habits.步骤恢复的驱动力DriversofStepRecoveryPost

COVID-19清洁卫生加乘Hygiene

Habit身体/手部清洁Hand&Body

Wash洗发Shampoo高阶护理回归Effective

Care精华水Essence

Water面部精华Facial

Essence仪容改善持续Image

Perfection染发剂Hair

Colorant粉底液Liquid

Foundation*疫中During

COVID：201-P3;

疫后Post

COVID:

20P4-P6数据源：凯度消费者指数，美妆个护购买样组，15-64岁男性及女性消费者，全国一到五线城镇，疫中的数据为19Q1

VS

20Q1；疫后的数据为19Q2VS

20Q2彩妆仅含女性；*消费者步骤恢复的需求驱动中，挑选的品类为：在20P6单期实现渗透率同比正增长的品类DataSource:KantarWorldpanel,IndividualBeautyPanel,UrbanChina,15-64,DuringCOVIDDataare19Q1VS20Q1,PostCOVIDDataare19Q2VS20Q2,Makeuponlyincludefemaleconsumers,othercategoriesincludebothmale&femaleDrivingNeedsBehindStepRecovery:segmentsareoneswithpositivepenetrationgrowthin

20P67健康疗愈，安全绿色，后疫情时代老需求生新意。Coreneedsarecomingbackinnewcompositionwithhealthy,healing,safeandgreen

elements.健康修复Repair&

Healthy出于“修复肌肤”使用护肤品的女性消费者数量同比增加1300万*#offemalesthatusedfacialcareto“Repair

MySkin"increasedby13millioncomparedto

Y.A.医院合作钻研强韧屏障Medicalbackgroundto

strengthenskinprotection

barrier环境友好Sustainable81%的消费者愿意为“绿色环保可降解”的产品支付更高的费用81%consumerswillingtopayextrafor“productwhichisenvironmentallyfriendlyand

degradable”空瓶回收计划#PackageRecycle

Program#安全安心Safe天然植物成分，问题肌也能安心用Usingnaturalingredients

toprovidesenseof

safety舒压疗愈Relax&

Healing“芳疗治愈，舒缓心灵”Productswithnaturalscenttoreliefthe

pressure数据源：凯度消费者指数,

“修复肌肤”的使用原因数据来自于个护使用样组，一二线城市13-55岁女性，YTD19P4

VS

YTD20P4；“绿色环保可降解”的购买意愿数据来自于凯度消费者指数专家服务的可持续发展问卷报告，Y2020*DataSource:KantarWorldpanel,“RepairMySkin”isusagereasondatafromUsagePanel,Key&A13-55Females,YTD19P4VSYTD20P4;Consumers’willingnessonpayingsustainableproductsisfromKantarWorldpanelExpertSolution,WhoCareWhoDoes,

Y20208探索核心需求的延伸TracktheNeedsExpansion聚焦主力人群变迁GraspKeyTarget

Evolvement融合全域触达转化Reach&Convert

Shoppers解码新常态下美妆品牌的增长新路径UnlockBrandGrowthUndertheNew

Normal9八大人群疫后重定位Evolvementofthecore

groups疫后PostCOVID:

20P4-P6市场主力族群Key

Contributor疫后持续关注族群HighPotential

Groups疫后持续关注族群HighPotential

Groups都市GenZ妹妹Tier

1-315-24y.o.

Female都市白领姐姐Tier

1-330-39y.o.

Female小镇女青年Tier

4-515-29y.o.

Female都市中产Tier1-3Income>12K

RMB小镇中产Tier4-5Income>12K

RMB都市蓝领Tier1-3Income≤12K

RMB都市银发Tier

1-350-64

y.o.小镇银发Tier

4-550-64

y.o.数据源：凯度消费者指数，美妆个护购买样组，15-64岁男性及女性消费者，全国一到五线城镇，19Q2

VS

20Q2*美妆个护品类包含：头发护理、脱毛、身体及私处清洁、护肤、彩妆、香水；彩妆仅含女性消费者，其他品类含男性及女性消费者Data

Source:

Kantar

Worldpanel,

Individual

Beauty

Panel,

Urban

China,

15-64,

19Q2

VS

20Q2PersonalCareCategoryincludesskincare,makeup,fragrance,haircare,hairremover,bodycleansing;makeuponlyincludefemaleconsumers,bothfemaleandmaleareincludedinother

categories.10步骤完善，妹妹们精益求精;

完美形象,

姐姐们潜力十足。15-29y.o.girlsmoreconcentratedoneffectivecare;30-39y.o.female

stillinbeautystepexpansion.数据源：凯度消费者指数，美妆个护购买样组，15-39女性消费者，全国一到三线城镇，MAT19Q2

VS

MAT20Q2；具体的品类需求变化中，呈现的品类的选择标准为20Q2的渗透率增幅是否高于疫情前（Y2019）*美妆个护品类包含：头发护理、脱毛、身体及私处清洁、护肤、彩妆、香水；平均美妆个护购买步骤指在67个美妆个护细分子类中，消费者在MAT19Q2和MAT20Q2平均购买的品类数量DataSource:KantarWorldpanel,IndividualBeautyPanel,Tier1-3China,15-39FemaleConsumers.PersonalCareCategoryincludesskincare,makeup,fragrance,haircare,hairremover,bodycleansing;Avg.

#

of

personal

care

step:

referto

the

avg

#

of

step

consumers

purchased

among

67

sub-segments

in

MAT19Q2

&

MAT20Q2;For

the

needs

variation

under

COVID,

thesegment

chosen

are

the

ones

with

pen%

gr%

in

20Q2

higher

than

that

of

Y2019精益求精,

集中高效护理FocusontheEffective

Care应对痘痘/敏感肌，瞄准“口罩脸”Functionof

anti-sensitivity/acnecausedby

mask-wearing.精华水Essence

Water面部精华Facial

Essence都市“Z世代妹妹”Tier1-315-24y.o.

Females悦木之源精华水OriginsEssence

Wter疫后驱动产品DriverproductPost

COVID-19美妆个护购买步骤*

#ofPersonalCare

Steps:

MAT20Q2vs.

MAT19Q2都市“白领姐姐”Tier1-330-39y.o.

Females职业女性打造完美职业形象Communicateineffectivelyenhancingtheprofessional

lookforoffice

lady.+染发剂Hair

Colorant香水Fragrance全身都美，延伸新旧需求Needforbotheffectivecareandimage

perfection怡丽丝尔眼部护理ElixirEyeCare面部精华Facial

Essence眼部护理Eye

Care美妆个护购买步骤*

#ofPersonalCare

Steps:

MAT20Q2vs.

MAT19Q211小镇中产萌生“贵妇”需求;

都市中产平衡性价比。Lowertierhigh-incomepursuepremiumimage;whileuppertiersmiddleclasstendtobalanceprice

andvalue.疫后Post

COVID:

20P4-P6数据源：凯度消费者指数，美妆个护购买样组，家庭月收入>12000元的男性及女性，全国一到五线城镇，疫前指Y2019，疫后指20Q2；*美妆个护品类包含：头发护理、脱毛、身体及私处清洁、护肤、彩妆、香水；彩妆仅含女性；疫前前后品牌偏好变化指2019年高增速的品牌类型，和20Q2高增速的品牌类型的变化；Data

Source:

Kantar

Worldpanel,

Individual

Beauty

Panel,

Household

income

>12K

RMB

Male

&

Female,

Urban

China,

Pre-COVID

refer

to

Y2019;

Post-COVID

refer

to

20Q2;.PersonalCareCategoryincludesskincare,makeup,fragrance,haircare,hairremover,bodycleansing;

Makeuponlyincludefemaleconsumers,othercategoriesincludebothmale&

femaleBrand

Preference

in

Before/Post

COVID:

refer

to

the

variation

of

theout-performing

brands

in

Y2019

&

20Q2

within

thesame

consumer

group.小镇中产Tier4-5Income>12K

RMB贵妇必备，广泛口碑GoodWOM&positionedasoneof

the“must-have”forwealthy

ladies疫后高增长:Fast-growing

post-COVID奢侈化妆品Lux

Cosmetics社交形象主导，买买买主力Careaboutsocialimage,willingtopay

extra都市中产Tier1-3Income>12K

RMB对症下药，解决焦虑/熬夜肌Fitinuppertier’sneedsinsolvinganxiety

andstaying-uplateusage

occasions平价化妆品Mass/Masstige

Cosmetics疫后高增长:Fast-growing

post-COVID生活压力加剧，平衡性价比Withescalatinglifepressure,pursuevaluefor

money12探索核心需求的延伸TracktheNeedsExpansion聚焦主力人群变迁GraspKeyTarget

Evolvement融合全域触达转化Reach&Convert

Shoppers解码新常态下美妆品牌的增长新路径UnlockBrandGrowthUndertheNew

Normal13疫情下，线上渠道迎来更多的族群、品类及平台机会.Moreconsumersstartedtoshoponline，formorecategoriesandonmore

platforms.2020上半年,40-64岁网购渗透率增幅%Age40-6420H1OnlinePen%

GR%+36%更广的族群覆盖MoreTarget

Covered更细的品类渗透MoreCategory

Added护肤Skincare彩妆Makeup+身体清洁Body

Wash洗/护发Hair

Care疫前网购为“颜值”Shoppingforskincare&makeupbefore

COVID疫后网购更日常Shoppingfordailytop-upafter

COVID更多的触达平台MorePlatform

Used15-39岁的平均网购平台数量Avg.#ofPlatformAmongAge

15-392.32.1MAT18Q2MAT20Q2数据源：凯度消费者指数，美妆个护购买样组，15-64岁男性及女性消费者，全国一到五线城镇，17P1-20P6;

疫前指Y2019;疫后指20Q2*美妆个护品类包含：头发护理、脱毛、身体及私处清洁、护肤、彩妆、香水；彩妆仅含女性消费者，其他品类含男性及女性消费者G疫后的新增品类需求中挑选的品类均为20Q2的网购渗透率增幅高于2019年;15-39岁的平均网购平台数量仅含女性消费者；Data

Source:

Kantar

Worldpanel,

Individual

Beauty

Panel,

Urban

China,

15-64,

2016P1-2020P6;

Pre-COVID

refer

to

Y2019;

Post

COVID

refer

to

20Q2PersonalCareCategoryincludesskincare,makeup,fragrance,haircare,hairremover,bodycleansing;makeuponlyincludefemaleconsumers,bothfemaleandmaleareincludedinothercategories.Shopping

fordaily

convenience

after

COVID:

the

segment

shown

are

the

ones

with

20Q2

online

pen%

GR%

higher

than

that

of

Y2019；Avg.

#

of

platform

among

age

15-39

includes

female

only.14导流数字化，优惠同步化，服务体验化，

门店多管齐下刺激消费需求。Leveraging

digital

platforms,

offering

differentiated

promotion

&

unique

service

to

drive

offline

recovery.联动线上Drivetrafficwith

digitalizationClearleverageO2Oplatform

TaoXianDaO2O引流-清扬X淘鲜达

门店直播-自然堂X新百ChandoofflinestoresinCENBESTleveraginglive

streaming平衡优惠Designattractivepromotion

scheme“疗愈”体验Deliverhealing

experience“疗愈”美容房：专业SPA，特供产品Specialpremiumin-storespaservice,offeringprofessionalmassagetohelprelax&productsspeciallydesignedfor

spa数据源：凯度消费者指数，美妆个护购买样组，15-64岁男性及女性消费者，全国一到五线城镇，上半年指19H1

VS

20H1；疫后指19Q2

VS

20Q2;*美妆个护品类包含：头发护理、脱毛、身体及私处清洁、护肤、彩妆、香水；彩妆仅含女性消费者，其他品类含男性及女性消费者八大人群的淘宝/天猫/微信使用偏好基于在这八大人群中，“只使用微信/只使用淘宝/天猫/两个平台都用”的销额占比是否