618's big sale has just come to an end. I believe there are still some consumers who can't stand the "temptation of discounts" and take this opportunity to stock up. Among them, there are many consumers who are shopping for cosmetics, and they may have more products than they can count.
At the same time, videos about makeup restoration have quietly become popular on platforms such as Xiaohongshu and Douyin. In layman’s terms, they refer to secondary processing of cosmetics. In comparison, does the former appear to be "extravagant and wasteful", while the latter appears to be "thrifty"?
In fact, the trend of makeup restoration started to spread after last year’s Double 11, but it was still a breeze at that time, and some even said it was just a gimmick. However, today is different from the past. According to the current development trend, the editor of 360 Cosmetics Network believes that the wind of makeup repair should become stronger and stronger in the future. This can be seen from the following two reasons.
First, the business of makeup restoration is becoming increasingly broad. Initially, repairmen could only repair damaged powder , eye shadow, and lipstick, which mainly involved splitting, melting, injection molding, cleaning, and re-pressing. But now their skills have become more powerful, not only The categories of repairs have increased, and makeup color changes and customized cosmetics packaging have also become popular choices.
A blogger once showed her lipstick color change results in a video. It is not easy to change the color. You need to add lipstick powder and vegetable mixed oil to change the Death Barbie pink to normal brick red. The price depends on the difficulty, usually between 20 and 50 yuan, and the merchant also bears the shipping cost. Anyway, no matter how expensive it is, it is still less than half the price of the product itself.
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The above-mentioned customized cosmetics packaging project is actually easy to understand, which is to remodel the product packaging. Taking eye shadow as an example, you can dig out your favorite eye shadow from the original packaging and repackage it in a new packaging, or you can DIY on the empty eye shadow palette and fill it with the desired color. In addition, some people will accumulate multiple lipstick or foundation samples and then make new products.
In the editor’s opinion, from simple repairs at the beginning to a complete range of products now, including color changes, customized products, etc., it can be seen that the makeup repair business has become broader.
Second, the concept of personalization wins the opportunity. From a certain perspective, makeup repair also opens the window for personalized customization. The reason why it is personalized is because it is slightly more economical than the traditional sample model and is innovative. For example, there are more samples. It is aimed at big-name or niche brands, while makeup repair is based on what young people think about. It combines multiple considerations and integrates a variety of products to finally present a brand-new product.
To put it simply, the traditional sample is to change the soup but not the medicine, while the personalized customization derived from makeup repair is to change both the soup and the medicine.
Let me ask you, as a young person, which one will attract you more? Obviously, the latter brings a stronger sense of freshness and expectation. After all, the personalized service it provides is more detailed, and it is not just a simple filling, it will also appear more valuable.
As far as the editor is concerned, if you can add your favorite elements to makeup products and form your own style, this is a very worthwhile thing. What young person wants to be the same? It’s cooler to be unique!
In short, the trend of makeup repair continues to blow. At present, the speed and direction of the wind are still relatively optimistic. In this regard, brand owners can also be inspired by this, providing consumers with official makeup repairs like after-sales service, and using more professional technology to allow them to experience higher-end product use effects.
