The pulse and Vipshop will release the "New Trends of the 2022 Workplace Beauty": the post -90s love to buy big names, the post -00s care of the eyebrow makeup

In 2022, the first batch of post -00 post -to -work people "reported". With the addition of more "new generations", the workplace is becoming more diversified and personalized. The workplace makeup that is closely related to daily life, such as a mirror, shows the colorful workplace appearance of different generations.

On September 5th, the workplace community and recruitment platforms jointly released the "2022 New Trends of the Heritage in the 2022 Workplace" to conduct a survey of workplace beauty consumption for the post -70s to 00 after the 70s to 00. Insight the workplace concepts and mentality of each generation.

Desperate and cherish your life- "Boof the latest night, use the most expensive eye cream"

"New Trend of the 2022 Workplace Beauty" shows that the post -90s of the post -90s of the ten -year -old post -90s in the workplace has become the main consumer army in the beauty market. The post -90s post -90s post -90s dare to try and are willing to invest in self -investment.

Among the post-90s user groups participating in the survey, the median consumption amount in the past year reached 30,000 to 50,000 yuan. Compared with the "ingredient party", "efficacy party" or "practical faction", the post -90s are more inclined to "the first choice of big names in any category." Vipshop data shows that in the past year, the purchase volume of "lady creams" (Note: International High -end Big Cream) on the platform in the past year has increased by 52%and 88%year -on -year.

From the perspective of the industry, wearing the most simple workplace people is exactly the most willing to spend money on skin care.

Although more than half of the employees in the system said that they can accept "casually wear" to go to work, and this group is not keen on makeup, they have high requirements for skin care products. Essence In addition, employees in the system are easy to accept grass. Nearly 30 % of the respondents said that the purchase channels are recommended by colleagues, friends and bloggers.

The level of beauty consumption is also closely related to regions and income levels. For example, users of first -tier and new first -tier cities are more willing to spend money on beauty. Beijing, Shanghai, Chengdu, Shenzhen, Guangzhou, Chongqing and other cities have always been "big households" in beauty consumption. It is worth mentioning that the issue of quantity is the pain point of many people in the urban workplace. Data show that in cities that love to buy anti -hair loss products, in addition to north, Shanghai, Guangzhou and Shenzhen, Chongqing squeezes into the first five arrays with a significant "advantage".

After 00, "rectify" workplace -Y2K, pure desire popularity rising

Since the official entrance to the workplace after 00 this year, the topic of "after 00" has frequently came out of the circle, such as "resigning without a word", "no more than 8 hours of work every day" and so on. In fact, the post -00s are not "restlessness". Behind the restructuring of the rules of the workplace is their pursuit of release of individuality and realizing self -worth.

The questionnaire results show that although 42%of the newly -postparts of the 00 -after workplace are dressed up to work exquisitely every day, their hearts are silently shouting "not worth". In the eyes of some post -00s, the workplace is a stage for personalized display. They are willing to create "new workplace makeup" representing a unique aesthetic. Driven by the post -00s, the boundaries of workplace makeup have been further expanded, and the diversified styles such as "mature and sexy", "retro port style", "pure desire", and "Y2K" are "blooming" in the office.

At the same time, after 00, the sense of ritual is more inclined to create a comfortable and comfortable environment in the office. There are many beautiful things such as hand cream, spray, lipstick, foundation, blush, etc. on the desk. Although most post -00s' first workplace beauty items are foundation, the "most necessary items for work" selected by them are eyebrow pencils. Eyebrows have become the most concerned features of post -makers when makeup.

Refusing to invalidate internal rolls -27.88 points for makeup every day in the workplace

How long does it take to make up before work?

"New Trends of the 2022 Workplace Beauty" shows that the average time of makeup in the workplace is 27.88 minutes.

Among them, the employees in the system are the most "Buddhist" attitude towards makeup. Most of the respondents in the system said that they are facing the sky, or it only takes 15 minutes to draw a good complexion. The respondents said that they had to work with makeup and needed makeup for more than half an hour before going out. One was because makeup has become a daily habit, and the other is to leave a good impression on business occasions.

Interestingly, the Internet people who are considered "casual and casual" are not "rough". Although the makeup duration is not as good as foreign companies, more than 30 % of the interviewees of the Internet industry said that they will turn on makeup to the company.

It is worth mentioning that, under the call of "rejecting invalid internal rolls", more and more young people define workplace beauty as "pleasing self -consumption", not just work needs.

In the questionnaire jointly initiated by the pulse and Vipshop, a post -90s men who worked in the Shanghai Internet manufacturer feedback. He spent an hour before work to dress out to go out. Since working for 5 years, his skin care budget is based on The annual increase is 50%, and you like to buy a mask the most on weekdays. For makeup, his attitude is "please yourself, the high -level beauty is self -appreciation."

In terms of beauty consumption, the "inner volume" characteristics of the Internet industry are also reflected. 30 % of the Internet industry interviewees believe that "colleagues are too delicate and I have to keep up."Therefore, not only the "Technical Daniel" flippling her makeup every day, but also the "hand disabled party" said that even if the makeup skills do not meet the standard, they must "unlock" new makeup.Among them, the "full makeup rate" of e -commerce companies is the highest, more than 30%.It is understood that "New Trends of the 2022 Workplace Beauty" is the first cooperation in the field of consumer research in recent years in the field of consumer research.

Relevant sources of Vipshop said that in recent years, Vipshop will continue to expand the border between beauty cooperation, and the category on the platform has developed rapidly.In the future, Vipshop will introduce more popular trendy products that are loved by young people to meet increasingly personalized needs.Relevant persons in the pulse said that as the community platform that people like, the pulse creates new things, new growth, new reviews, and new opportunities for the workplace through the content community and connection services, helping the people in the workplace to discover the new workplace.

- END -