The Feasibility of Plant Makeup

Since the concept of “make-up” appeared in the mainland market in the late 1990s, the domestic cosmetics market has begun to take shape. However, compared with the development speed of washing and skin care products, the growth of the makeup market is still relatively slow, and there is still huge room for development. . Thanks to this huge space for development, many make-up brands have rapidly emerged in recent years, such as Kazi Lan, Icarus poetry, and Yameizi.

It can be expected that with the gradual maturity of the domestic color cosmetics market, there will be more newcomers to the cosmetics market. The more competitors, the more fierce market competition, which will further promote the continuous innovation and upgrading of the domestic color cosmetics industry. In other words, in the next makeup market, who can accurately grasp the development trend of makeup, advance in advance, and who may be able to obtain future market share.

How to grasp the future development trend of makeup?

Not long ago, the chief operating officer of a world-renowned cosmetics brand said that in recent years, cosmetics have gradually developed toward natural, low-carbon, and environmental protection, and makeup has begun to emphasize the natural and environmentally friendly elements of raw materials, too many chemically-synthesized makeup products. It will be severely tested by the market. In addition, from the development trend of skin care products, we can also see that the development direction of cosmetics in the future will be in the direction of organic, natural, and green, and makeup is no exception. It can be predicted that the next stop of makeup may be the era of plant makeup.

In line with the development trend of organic green For many makeup consumers, there is always a time when they may not be careful when they are lipstick. Is it because they feel uneasy in their hearts: This is a chemical dye? Although the manufacturers of makeup products all emphasize that their makeup is harmless, it is undeniable that the words “chemical” or “synthetic dyes” always have a “harmful” feeling for makeup consumers. This is not the makeup manufacturer's proof of the relevant agencies can eliminate consumer concerns. However, if it is a plant makeup, this consumer's fear may be greatly reduced.

The so-called plant make-up, that is, the ingredients in make-up products are mostly from the plant extracts, rather than chemical synthesis elements. For the plant makeup, in addition to its own safety, it is also in the make-up has a synthetic dye makeup incomparable nutrients and aromatic odor. The pigment extracted from the plant itself has vitamins and antioxidants. It is a natural cosmetic product. It has little or no irritation to the skin and it also has certain skin care functions. And because it is extracted from the plant, it will retain the original smell of the plant, if the fragrance, flower fragrance, etc., make this kind of plant make-up has a similar effect of the perfume. When consumers see from the ingredient list on the make-up packaging not the chemical names that are difficult to read, but the familiar names such as peach, tomato, and strawberry, consumers will be more inclined to choose these cosmetics that contain botanical ingredients. .

It can be said that the makeup of creating plant pigments is a new aspect of cosmetics, and with the development of green and environmental protection and the popularization of consumer trends, the future market for plant makeup is promising.

The passage of local cosmetics breakthroughs From the current domestic market of cosmetic make-up, occupying the highest market share and share, or those with foreign background brands, local brands are temporarily unable to successfully open the high-end market.

Although Kazilan adopted a follow-up strategy and achieved a considerable market share in the cosmetics market, the success of this market is not the product's success, but the success of the sales strategy—the low-to-medium price and mass market. However, for local cosmetics brands, low-price competition is not a healthy growth path, and low-to-medium market is not the ultimate goal of local cosmetics brands.

However, compared with foreign brands that have a long history but have a long history, low-price competition is a bottomless pit. Where should local cosmetics brands go? Plant makeup may be an ideal breakthrough.

For local cosmetics brands, if they want to gain greater market share and break through the barriers of foreign brands, there are only two ways. One is product innovation, the other is breaking through from the high end. Although the mid-to-low-end market is large, there are numerous competitors and many pressures; the high-end market is lucrative, but the local cosmetics that started late are obviously not rivals of foreign brands, and its short history cannot allow it to advance into the high-end market. The emergence of plant makeup has provided a channel for local cosmetics brands to reach the high-end market, and this feasibility is very high.

In a sense, plant makeup is an upgraded version of ordinary makeup. The makeup market in China is still in a period of popularity. People just have a preliminary understanding of makeup, and for plant makeup, people's cognition is mostly transferred from other industries. Because consumers do not have an established understanding of plant make-up, manufacturers' plant make-ups, whether they are high-end brands or mid-range products, are relatively easy to get consumers' approval. This is undoubtedly a good news.

Several problems of plant make-up From the current level of domestic technology, the extraction of fruit and other plant color should not be a big problem, but how to incorporate the extracted pigment into make-up, and do the same effect with the chemical pigment, which is currently The strength of domestic color cosmetics companies is still not very strong. In other words, with the current R&D technology, if all the raw materials for makeup are extracted from plants, I am afraid it is only a good wish, but this does not prevent the addition of cosmetics containing some plant pigments in the makeup. After all, this is not a small step forward for color cosmetics that contain chemical elements such as preservatives, fungicides, spice colors, or mineral oil.

In the current makeup market, there is no lack of publicity including "plant pigments" makeup, but which contains what plant ingredients, content, etc., which is a mystery to consumers. According to the current trends in the research and development of the heavy marketing of the cosmetics industry, most of the products on the market that claim to have a “plant” component are simply because of marketing needs, rather than products that actually contain “plant extracts.” Of course, it does not exclude some makeup products that really contain plant extracts, but after all, it is only a minority; and because the current real plant makeup brands are rare and do not form a climate, it is naturally impossible for the market to form the trend of consuming plant makeup.

However, as far as the development trend of makeup is concerned, simple, natural, organic and environmental protection are the focus of future domestic cosmetics. As for when this trend will prevail? Will be subject to the majority of industry professionals to think about it!