2022年护肤行业消费回顾及趋势分享

2022 DatatoAction YimianData 9280+70%9500+ 2014 2019 ASCL.L ISV AI 2021 ISV 2022 3 - Luxembourg Estonia Canada Norway Netherlands Denmark SwedenFinland Russia UnitedStates Germany Switzerland Poland UK Ireland France Spain Croatia Belgium Hungary Austria CzechRepublic Romania Ukraine Latvia Lithuania India Korea China Japan Taiwan Mexico Italy Tukey Serbia TheUnitedArabEmirates Israel Greece Malaysia Singapore Brazil Australia SouthAfrica Argentina NewZealand 100+1500+30bn+ ASCL.L 120 4 , && YiTrend 6P NLP 5 ()(Excel) SaaS (PPT) • API/SFTP/MySQL /Redshift/Azure…) •• •/// • • •PowerBITableau • •/ ////SKU •OneLoad • • JHUNYU • 6 O2O DTC * Shopify /APP PB 10 + 500+ 7 • O2O • • • • know-how • MetaAI 8 2022 2022 2023 Agenda 1. 2. 3. 4. 10 Part1 MacroTrend 2023191.2 20224 130 20202 ,118.9 20206 112.6 100 20231 91.2 20224 86.7 120 110 2022 95<100 2022 -22% 100 90 80 TRADINGECONOMICS - CCI 100 12 20224397330.2%3939610.4% 20221378534.0%1196426.2% 27.2%16.1%3.5%5.7% 2022 0.2% % 20231-2770673.5%174765.3% 20231-2 80000 70000 60000 50000 40000 30000 20000 20201-7 20223-5 -11.1 202210-12 3.50 40 30 20 2022 6.2% 10 0 -10 -20 4 -30 3 20201-22021 2022 20231-2 13 22 6 23 2017 10% 2021 39366 400040262022 20172021202010%2022 12931222.3%19.3%20226 3,400 4,0263,936 2022 4.5% 17.7% 2022 1pts 15.0% 17.0% 2,992 12.3% 8.4% 13.2% 14.3% 13.6% 4.2% 18.4% 2,514 2,619 28.0% 1,825 2,049 2,221 17.4% 20231-2 36.0% 38.7% -4.5%0 201420152016201720182019202020212022 3.8% 2.6% 20102021 14 2022 2022.01-2022.1215 -13% YTD -25% YTD 5% YTD / 19% YTD -19% YTD -5% YTD / 4% YTD 10% YTD YTD:2022.01-2022.12 8% 124% 24% 1000+ 6% 1000+ 41% 326% 20221-12vs20211-1217 Part2 SkincareECSale XX 2018.-202219 2022XX% 12 20211-202220 XX 2022 TmallJDDouyin 294 294 126/ /156 91 391 289 155 95/ 92 49 141 239 113 78 2022 21 2022 2022 TOP5 / 37% 15% 3% T 0% / -1% 2022vs2021 22 XX 23 2022/10/24 14% 27% 2022 2022 -8% 20221-12vs20211-12 24 34% 34% 2022 2022 / -16% 20221-12vs20211-12 25 45% 20% 2022 2022 T -98% 20227-12vs20221-6 26 / AMIRO/ 491% HR/ 94% OSM/ 67% 2022vs2021 6 1-12 27 HBN TOP5 PROYA/ OLAY/ AMIRO/ HR/ HBN 2022vs2021 202212YTDsales10 28 2022vs2021 29 2022vs2021 30 20227-12vs20221-6 31 TOP 2022vs2021 / / 32 50ml 100ml + + OLAYProX80ml 40ml HR 50ml / / / SK2 230ml 400ml SK-II230ml 100g 100g 100g 20ml 15ml 15ml 60ml 60ml 40ml 2022vs2021 / / 33 C +CA + 34 2022.01-2022.12 Part3 NEWTrendResearch | | | | 2026 200 20+ 2021-2026 250 200 15.88% 207 179 156 135 99 113 150 82% 2022 100 50 0 2021E2022E2023E2024E2025E2026E 36 | | | | 2022vs2021 37 | | | || • TOP KIEHLS/ 2022vs2021 38 | | | | • 20215025 •OLAY20+ 2021CA” + 39 | | | | TOP20 + 40 | | | | 2022 340M 349 299 18.5/ 8.3/ 4.5 111M 349 299 18.5/ 8.3/ 4.5 / / PRO + PRO 11 91% 4-225-226-227-228-229-2210-2211-22 250M 200M 150M 100M 50M 0M 100M 80M 60M 40M 20M 0M 11 74% Aug-2022Sep-2022Oct-2022Nov-2022Dec-2022 41 202210-11 | | | | A • •377 2022 / / 377 • / 2021-2022 2022 1 42 | | | | 2021.01-2022.1243 |||| -11% —> +15% —>DIY 20221-10 20221-12 221-122210YTD +106% CA 20221-10 +19% 20221-12 98M+19% TOP3 +53% +17% 2211YTD 2022.01-10VS2021.01-10 YiSonar2021.01-2022.11 3004K +131% 37K +154% 1 + ——29.4% 589.7 2023 | | | | + • • • T • DIY 2016 3082020773 150%2024 3185 • • • + / +2021/5-2022/4YiDrone YiSonar 45 | | | | • •/ 20221-11-NPS OLAY 2022.01-2022.11 1% 46 • / PGC | | | | • 384M 3M 34 1M 30M #INTO1- UNNY # 900K 25M PGC555K UGC 1M 800K # # # 700K 20M PGC1M 600K PGC735K # 15M 500K PGC420K 10M 400K 300K 5M 200K 0M 100K 123456789101112 “ 240M 3M -38% +467% +363% +257% +147% +107% +102% +93% +34% 20221-1247 | | | | 1000% 900% ,940% Average*=22 800% 700% YOYGR% 600% 500% 400% 300% 200% 100% Average=57% 0% PEG sls/sles CarbonNeutral Replacement /// - -100% 5101520 25Recycling 30* GR%=2022/1-10vs2021/1-1048 | | | | 90 • • • • • 36% ; 64%;2021/1-2022/10; | | | | 2023 0102 +96%+884% +69%+39% +32%+7% 0304SPA 365% 2611% 20222022 50 Part4 Conclusion • • • • • • • • / 2022 VS VS • • • • • • / • • 52 / / • • • •25 35 • • 53 / “ ” / COPYRIGHTDECLARATION / ABOUTUS AI Ascential 120 FOLLOWUS 0755-86503625 https://www.yimian.com.cnmarketing@yimian.com.cn yimiandata.jobs.feishu.cn T12001-2004 BeautyTrendDirection 美妆趋势分享 NatalieChen,MindsetConsultant Agenda 12023/24中国美妆消费者 22023/24关键美妆趋势 -护肤 -彩妆 -香氛 2023/24中国美妆消费者画像 精简护肤者 欢乐探索派 环保关怀派 创意魔法师 致力于减少消费，并以“买得好”为荣，精简护肤者利用有科学依据的高效多功能产品来简化自己的美妆流程，重视功效和效率，注重结果。 为乐于尝试新品而生的欢乐探索派，利用美妆产品来打造一个极乐世界，他们会与能促进情绪健康和皮肤健康的产品产生共鸣，也会寻找那些能激发快乐的产品。 环保关怀派是负责产品设计的追捧者。对能够提供自我关怀且无废弃物产品的需求将会出现，他们也是新生态伦理商业模式和产品替代品的早期采纳者。 他们是一个多元化的艺术社群，偏爱高品质、超表现力的色彩，也乐于利用化妆品和数字效果，创造自己的美妆标准。他们也是第一批接受虚拟时空的美妆消费者。 2023-2024 关键美妆趋势 护肤 BeautyTrendDirections 功能性护肤 随着中国消费者中的护肤投资者日益增多，以及满足Z