Some products of Estee Lauder increased their prices, why are international makeup skin care adjustments?

Jimu Journalist Kang Xuyang

Intern Zhao Pengge

The brand of cosmetics giant Estee Lauder started a new round of price increases. On July 12, Jimu Journalists visited several Estee Lauder and Sea Blue Mystery counters in Wuhan found that the price increase was only for some products. The offline product price tips have been updated, and the price adjustment range ranges from 10 to hundreds of yuan.

Customers choose products at the counter

Estee Lauder's brand product price increase

Earlier, it was reported that Estee Lauder Group had started a new round of price increases since July, covering products such as Estee Lauder and Hailan. On July 12, Jimu Journalists visited the offline stores of several Estee Lauder and Hailan Mystery in Wuhan and found that the price of some offline products has been replaced by the latest price.

According to a shop at an Estee Lauder counter in a shopping mall in Wuchang Street, starting from July 1, Estee Lauder Group has made a unified price adjustment, ranging from 10 to 100 yuan. "This price adjustment is only for some cosmetics and skin care products. There are classic series and high -end series. Generally speaking, the price changes are not much. The yuan rose to 935 yuan, and the basic model of Estee Lauder DW's makeup foundation rose from 410 yuan to 420 yuan.

An Estee Lauder counter in Wuhan

According to the clerk of the Mystery of Hailan, the brand's price adjustment products are mainly concentrated in cream, eye cream, concentrated essence, and Qinjin series products. Some products also maintain the original price. "In fact, it has not increased. It ranges from 50-100 yuan. For example, the original price of the Mystery of Sea Blue 60ml Essence Cream was 2830 yuan, the current price was 2920 yuan, which rose 90 yuan. "

In front of the Estee Lauder counter, Ms. Wang, the consumer, started a essence water and spent 1080 yuan. "It was found that Estee Lauder had increased the price. Fortunately, a set of skin care products was hoarded at 618. Recently, the weather is hot. Only when the weather is hot, I will buy a refreshing essence water. I heard that this year is already the second price increase in Estee Lauder. Although the price increase is not large, it costs a lot of money to buy a set of skin care products. Can't protect the skin. "

Price increase is related to rising costs such as operations

It is understood that this is the second price raising of Estee Lauder and Hailan this year. On January 28 this year, Estee Lauder issued a notice of price adjustment of some products, ranging from 1%-5%. For example, the red pomegranate night cream installed 50ml of Estee Lauder raised from 650 yuan to 660 yuan, up 10 yuan.

As for the reasons for price increases, the official customer service of Estee Lauder and Hailan said that its product pricing requires comprehensive consideration of factors, including operating costs, transportation storage costs, currency exchange rates, etc. The brand will evaluate and adjust the recommended retail price of some products in a timely manner.

Jimu reporters have noticed that since July, in addition to the mystery of Estee Lauder and Sea Blue, there are some products such as Jiaolan, Helena, GUCCI, Mac, Clinique, Bobbi Brown, Yuemu Source, and other products. In addition, since this year, beauty skin care products under multiple international brands have also completed prices. For example, Lancome Pure Eye Cream (20ml) rose from 1080 yuan to 1120 yuan; Givenchy's high -definition fragile red velvet lipstick (3.4g) rose from 360 yuan to 380 yuan; Armani's self -bound perfume rose from 930 yuan to 970 yuan. In January of this year, some products and related suits of Mac, Zumaron, Barbi Bonlang, and related suits were raised; Dior also increased the price of some products from January; SK-II in the second quarter and the first half of the financial report released in January this year this year It is revealed that its brand will continue to increase prices in 2022.

Why do international makeup skin care brands rising prices?

Jiang Han, a senior researcher at Pangu Think Tank, believes that the current entire beauty industry is facing large market pressure. On the one hand, the cost of the entire supply chain is rising rapidly, and the pressure of profitability is increasing, so price increases have become inevitable trend. "In fact, the performance of major beauty giants is generally not as good as before. On the one hand, because the demand for the beauty and skin care market is affected by some factors, it is actually reduced compared to previous years. A large number of domestic products have appeared, so that the makeup skin care market has more choices. Consumers no longer blindly bid to international brands. International beauty giants are facing greater market competition pressure in the market, and naturally there will be a decline in performance. . Faced with fierce market competition, the brand will invest more R & D and operating costs to snatch the market, and the price rising price will naturally rise. "

Chao Chenglin, director of the Institute of Commercial Expert Industry Space, believes that, in addition to the causes of rising prices caused by rising costs, some well -known brands include high -end beauty and luxury goods. The value of hot -selling products reflects the needs of brand value and product value -added, thereby increasing consumer brand awareness. In order to balance sales, some brand products are used to increase product sales performance.

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