"Seize the opportunity"
Taking the pulse of the market and grasping the latest trends is not only related to the development of the brand, but also a proposition that cosmetics factories that are brave enough to stand on the forefront need to think about at all times. On July 7th, Nosbell and Qingyan Intelligence jointly held a Chinese cosmetics trend salon at Nosbell Hangzhou Branch. With the theme of "Funny Mask Day", Nosbell launched a new functional mask, It also provides problem-solving ideas on how to create popular facial masks.
Efficacy is king
The "2022 Facial Mask Category Trend Insight Report" released by Qingyan Intelligence and Nosbell shows that in recent years, the size of my country's facial mask market has shown rapid growth, and the compound growth rate of China's facial mask market size from 2016 to 2019 24%, the facial mask market size is expected to reach 55 billion to 60 billion yuan in 2025.
It is worth mentioning that the penetration rate of and in the facial mask category in my country has increased year by year from 2012 to 2021. In 2021, the penetration rate of facial mask category in my country will reach 56%, which is an increase of 24 percentage points from 32% in 2012. However, there is a big gap compared to the penetration rate of more than 70% in the Japanese and Korean markets.
▍Cut from the "2022 Facial Mask Category Trend Insight Report"
In other words, China's facial mask market has great potential for future development. If companies and brands related to the facial mask category want to seize development opportunities, they must launch more innovative facial mask products to meet different consumers. People demand it, but from which direction should we focus on the facial mask market?
“Nearly 70% of consumers pay more attention to the efficacy of facial masks when purchasing facial masks.” At the salon, Ding Lan, director of Qingyan Intelligence, introduced the detailed development trends of the facial mask category from four aspects: facial mask market overview, best-selling facial mask products, consumer demand, and future development trends.
Consumers’ demand for effective skin care products is not only reflected in categories such as essences and creams, but also in facial masks. The "2022 Facial Mask Category Trend Insight Report" shows that among the top 10 brands with facial mask sales across the entire network in 2021, the sales of domestic brands Winona and Dr. Aier's facial masks, which focus on strong functional skin care, both increased by more than 300% year-on-year. Among them, Winona's soothing and repairing freeze-dried mask, which focuses on soothing sensitivity and repairing barriers, sold 2 million boxes during Double Eleven in 2021; Dr. Aier's probiotic refined deep repairing mask sold a total of 13 million during 618 in 2021. piece. This shows that facial mask products with strong efficacy and high-tech content are highly favored by consumers.
Consumers with different skin types have different preferences for the efficacy of masks. Among the top 10 patch mask products in Taobao sales in the past year, there are 7 facial masks with hydrating and moisturizing effects, and 7 facial masks with high-end functions such as whitening and lightening, repairing and soothing, and anti-aging. Consumers have a greater demand for high-end functional products, and high-end functional facial masks have become a hot trend.
▍Taken from the "2022 Facial Mask Category Trend Insight Report"
's potential track is naturally not bad for entrants. In 2021, the total market share of the TOP10 brands in facial mask retail sales across the entire network is 22.3%, and the total market share of the TOP20 brands is 32.7%. This shows that the brand concentration in the facial mask market is low. While international beauty companies have begun to increase market layout, Well-known domestic brands such as Chando and Proya have also begun to increase their presence in the facial mask track, and competition is becoming increasingly fierce.
At this time, it is easier to enter the facial mask track by laying out functional facial mask product lines, and it is easier to create popular products that can quickly get out of the circle. How to break through the
mask?
Since the implementation of the new regulations, the supervision of the facial mask market has become increasingly strict, which has also put forward higher requirements for facial mask manufacturers.
Public information shows that Nosbell focuses on the design, R&D and manufacturing of facial masks, skin care products, wet wipes and non-woven products. It is the largest comprehensive cosmetics manufacturer in China and has developed into the largest cosmetics manufacturer in China. Facial mask manufacturer.
"In the field of facial mask ODM, we have five major advantages: ingredients and technology, formula and product advantages, membrane cloth advantages, keen insight, and cost advantages." Huang Yonghua, director of Nosbell's business promotion department, said.
At the salon, Huang Yonghua revealed Nosbell’s methodology for creating popular facial masks from four aspects: real efficacy, new technology, new appearance, and multi-fun.
“We must embrace new regulations and make sure that authenticity and effectiveness are the long-term principles for consumers to purchase products."She said that efficacy is an important direction in developing new products. Nosbell carefully designed the formula system and efficacy verification framework, and adhered to real data for the long term. According to her introduction, Nosbell currently has 491 new product registrations; and in the new In terms of technology, Nosbell now has 30 invention patents, 67 utility model patents, and 12 design patents. In addition to its strong technical strength, creating a hit product also requires to pay attention to the appearance and skin feel of the product. It means that products with good looks and fun are more popular with consumers. Nosbel also focuses on five aspects: mask material, skin feel, form, concept and appearance to create new products and channels that are more popular with consumers. Create popular models
It is understood that as the leading ODM facial mask company in the industry, Nosbell has launched a number of new products to help the brand stand out in the facial mask category, such as nano-instant essence patch, freeze-dried essence mask, and dual-chamber fresh face mask etc., including facial masks, eye masks, neck masks, forehead wrinkle patches, nasolabial wrinkle patches, etc.
For example, the nano instant essence patch uses nano-electrospinning technology and is made of nano-level collagen. A solid essence patch made of and hydrolyzed sodium hyaluronate fiber; the dual-chamber fresh facial mask series adopts two major research and development patents, namely the exclusively developed precise positioning technology and the temperature-controlled air circulation technology.
has become a hot product. How can products break through in terms of marketing and channels? At today’s salon, Chen Wan, head of the Xiaohongshu brand of Shanchen Culture, shared the trend of Xiaohongshu mask launch in 2022. She said that the hot words in the Xiaohongshu mask category will be concentrated in May. In terms of efficacy and reputation, both product development and brand tone need to be addressed, and at this stage, it is the best time for brands to create Xiaohongshu.
"High-efficiency, high premium value, and extremely cost-effective products are what brands need." For mask products, firstly, they must be effective, and secondly, they must conform to the brand characteristics and match the brand. "During the salon discussion session, a brand owner concluded this.
From the development of the first generation of facial masks to the present, innovation is an everlasting change in this market. At a time when functional masks have become a new growth point in the facial mask market, it has been leading the transformation of facial masks. Nosbell has obviously seized the opportunity again.
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