"No colorless pupils", color pupil consumption shows three major upgrades

When young people wear colored pupils, what are they pursuing? In the past, the answer to this question was to focus on practicality and replace it as a frame of frame glasses. Today, the focus of light people has become "color", and the color pupils are about to be a beauty single product, and the pupil color is more beautiful.

The beauty attributes of colorful pupils have been stimulated. From pharmacies and glasses shops into the dressing table, it has become one of the essential items for young people to go out on the streets. The young people who used to buy cosmetics to buy colored pupils became more and more detailed, and had stricter requirements for the color, wearing effects, and wearing experience.

Under the trend of colorful pupils, what are the specific performances of young people's focus on color pupils and decision factors? How does brand strengthen consumer preferences and form a difference with other brands? On August 2nd, Kerra, Tmall Health and First Financial Business Data Center (CBNDATA) jointly released the "Insight Report on the Trend Trend Trends of Chinese Pupils Beauty Consumption" (hereinafter referred to as the "Report", click to read the original text to view the full version report) Based on CBNDATA consumer survey data, focusing on consumers' beauty demand for color pupils, analyzing the combination of colored pupils and makeup, scenes, and how the brand performs fancy planting and precise grass.

Color pupils are required for exquisite makeup, and 40 % of young people wear color pupils for face value

In terms of makeup, young people (the "Report" in the "Report" after 00, post -95, and post -90s, the same below) pays attention to every detail, and is willing to try more categories, different styles of products and new products for exquisite makeup. Under the current situation of the "mask makeup" after the epidemic, eye makeup has become the focus of facial makeup, and its importance is self -evident. The "Report" shows that 66%of young people pay more attention to eye makeup than before the epidemic. Nearly 80%of young people are used to using eye makeup as an indispensable step when makeup.

Under the influence of the two aspects of beauty and demands and the rise of eye makeup, due to different colors, color pupils have become important items that have "makeup" to dot the details of the eye and set off different makeup styles. The "Report" shows that about 40 % of young people wearing color pupils are the primary motivation to enhance their face value, and more than 30 % think that color pupils are the finishing touch of makeup shape. In addition, the market size and proportion of 0 degrees color pupils have increased year by year, which also proves the in -depth binding relationship between color pupils and beauty in the hearts of consumers.

Color pupils are diverse with makeup and scenes, and the brand is precisely unplugged "around" young people

Focusing on the correlation between color pupils and beauty, the "Report" dismantled its specific embodiment, including the combination of color pupils with daily makeup, diverse scenes, and the way of brand fancy grass and precise grass. Consumers and participants provide inspiration and industry insights.

High -frequency wear, diverse color, color pupils walk into young people's daily look

For exquisite young people, in a complete makeup, color pupils are indispensable like lipstick, eye shadow, and eyeliner. No color pupils, no makeup, and colorless pupils have become the consensus of most young people. Driven by increasing the sense of makeup atmosphere, exquisiteness, and changing personal temperament style, young people wear colored pupils as an important part of daily look. The "Report" shows that about 50 % of permanent people wear colored pupils when most of them make up, about 20 % or even almost every makeup.

Due to the changing daily makeup, color pupils need to be perfectly integrated with the makeup style and matched each other in order to add points to the overall face value. Therefore, young people not only need color pupils, but also start a variety of colors to adapt to different makeup. The "Report" shows that nearly 70%of young people have three or more colorful pupils.

Like the diversity of lipstick and eye shadow color, young people want to create an atmosphere for makeup with personalized colored pupils. The "Report" shows that gentle wind, pseudo, cold, pure desire, and sweet wind are popular makeup styles that young people have tried. Because of the natural effect, the brown color pupil is strong with various makeup styles. It is the most commonly worn color system of young people; the trendy color system of blue, gray, pink Style characteristics. For example, pink color pupils represent gentleness and sweetness, and are welcomed by pure desire and sweet makeup enthusiasts.

With different scenarios, quickly changing makeup, color pupils are full of life rituals

For contemporary young people, regardless of large and small occasions, "immersive experience" and "life ritual" are needed. In the face of special occasions, they will carefully prepare makeup, wear, hairstyle, etc. to reflect their attention to the sense of ritual. The "Report" shows that 65%of young people will make special preparations for makeup on special occasions, and Podge has become one of the important ways to create special makeup.

Because of this, color pupils penetrate into all aspects of young people's lives. In addition to shopping and daily life such as shopping and dating, they also include formal occasions such as interviews, as well as various special subdivided scenarios such as makeup, shooting, and playing. Essence In different scenarios, the wearing effects pursued by young people are different. Color pupils need to be flexibly changed with scenes. According to the "Report" data, overall, young people most often wear small diameter pupils (less than 13.5mm in diameter); Color pupils (more than 13.8mm in diameter) are more "eye -catching" and are favored by young people.

For most people, it is inevitable to "flash" various occasions within a day to play different social roles, and the makeup style also needs to change. The "Report" shows that 54%of young people have the need to change their makeup too quickly, such as gatherings, blind dates, and jumpy after get off work of the working party. Various colorful and styles of colored pupils can adapt to specific occasions. "1 second" switching makeup is a new way for young people to decorate light makeup and flexibly change social identity. 22.6%of young people will use only a pair of colored pupils Realize quickly. Dong Gang, editor -in -chief of "Fashion Bazaar", also mentioned in an interview with CBNDATA that color changes in image changes. The three most ways to change the image are replaced with hair, eyebrows, and colored pupils. This demonstrates the significance of color pupils from the perspective of the fashion industry practitioners.

The brand enhances the connection between the colored pupils and the beauty, the output formula, and the accurate "circle" young people

Under the promotion of "Yan Value Economy" and "Yue Ji Economy", young people pay more and more attention to added value such as product beauty and brand communication methods based on the sense of pairing pupils and daily makeup and life scenes. The Chinese goods color pupil brand is mainly formed in the three aspects of theme packaging, conceptual marketing, and grass -sized social media. Taking Ke La as an example, in recent years, it has continuously integrated popular social currency and IP elements in products, such as vivicat joint blind box series, king glory joint series, and launched color pupils, makeup teaching manuals, color pupilists programs, output Professional science popularization content increases connection with consumers.

The "precise grass extraction" link after "fancy grass", due to the confusion of different degrees of eye effects, comfort, and makeup matching, the fashion KOL, beauty KOL, and star makeup artist Provide consumers with specifications and suggestions for consumers. E -commerce platforms and color pupil brands also continue to comply with consumer needs, focus on the overall correlation between colored pupils and beauty, and reduce the difficulty of consumers to choose color pupils and think of makeup.

For example, in recent years, Tmall Health and Masked Makeup Masters have continued to release the daily influence event of colored pupils. Cognition. Brand Fang Ke La continues to output pupil makeup matching formulas, combined with color pupil color, style type, makeup scenario, seasonal differences, product details recommending five major dimensions, providing colors and makeup tutorials, allowing consumers to match pupil makeup matching More handy.

Go to the sea and leverage male consumers, the growth space of color pupils is huge

Although color pupils and beauty enters all aspects of young people, their beauty attributes still need to be deepened, and there will be huge growth space in the future. The latest data in June 2022 shows that in the Taobao Tmall platform, the proportion of colored pupil penetration of makeup people accounts for less than 5%. Focusing on mature people and emerging markets, the brands have made different attempts.

In the more mature women's consumer market, e -commerce platforms and domestic pupil brands jointly conduct consumer mental education to promote cross -border collisions and fusion of colored pupils and beauty. For example, as the core incubation base of the color pupil brand, Tmall's health continues to release the color pupils, and the head color pupil brand represented by Ker la la, insight into the new needs of color pupil consumption, promote the beauty of color pupils Trend; Ke La put forward the concept of "color pupils is the base makeup" in 2018. In 2021, the upgrade brand Slogan was "Calle La Tong, Step 1 of Makeup", and in 2022, the product design concept of the color pupil disk was put forward. Strengthen the correlation between colored pupils and beauty.

At the same time, in order to adapt to the consumption concept of "pupil color tens of millions and new models", the domestic product color pupil brand has continuously improved innovation, accelerated the new rhythm and color iteration speed, and combined with hotspots such as comics, the universe, animal elements and other hotspots Trend development popular flowers.

The development prospects of the Chinese goods color pupil brand are more than that. With the awakening of men's aesthetic consciousness, male consumers' demands for color pupils extend from basic comfort to beautiful effects such as dazzling and pupil expansion. In the future, color pupil design will be further gender, leveraging the huge male color pupil market. In addition, Chinese makeup and Chinese aesthetics have continuously set off an upsurge in overseas, creating a good environment for the overseas of the domestic pupil brand. The color pupil brand needs to focus on upgrading the advantages of upgrading, adapting to overseas consumption demand, and formulating marketing strategies tailored to local conditions to seek overseas growth space.

In recent years, driven by various factors such as the concept of fashion and beauty and the importance of eye makeup, color pupils have flourished. The MOB Research Institute predicts that the market size of China's color pupil industry will reach 50 billion yuan in 2025. Xiahongshu data shows that the search volume of color pupils on the Xiaodhhong platform in 2021 will increase by 57%year -on -year. Under the opportunity, the emerging color pupil brand of domestic goods has relying on the insight into the demand for subdivisions to innovate in terms of color and wearing experience, and rises rapidly. However, as the third category of medical devices, the quality, safety, and comfort of product quality, safety, and comfort. The brand needs to pay attention to key links such as material ratio, raw material purity, product traceability and control on the basis of conforming to the trend of colorful pupils, improve industry production standards, and provide consumers with peace of mind, safe, and comfortable "pupil makeup" products.

*Note: The screenshots in the article are selected from "Report on the Trend Trends Trend Trends Trend Trends"

- END -