Cosmetics industry analysis: Anti-pollution cosmetics are late

Experts predict that with the continuous deterioration of the environment and the increasing number of human pollution sources, anti-pollution skin care products will be highly sought after by people like the concept of environmental protection in the next 10 years. The proportion of anti-pollution skin care products in daily sales will continue to rise. According to conservative estimates, anti-pollution skin care products currently have at least 3 billion annual sales in China, and by 2010, it is likely to exceed 80 billion!
At present, more and more domestic enterprises have also launched their own anti-pollution cosmetics series. It can be seen that the domestic market in this area has been targeted by the industry. In fact, the development of the industry is different. Many products cannot be quickly cut into the market when they are looking for a place to buy. In 2006, the world was established as an important selling point for “white”. According to the development trend of 2007, the selling point of franchise store products should be a topic of high-tech content. Therefore, the anti-“pollution” selling point will stage a stage of short-term warfare in 2007. Who can “landed the king” depends on who can grasp the selling point of the product!

Ok, we are now doing a big background analysis of daily chemical products:

1, environmental pollution, air deterioration, damage, bear the brunt of human skin, accumulated over time, eroding the health of the skin, accelerate skin aging, trigger a series of skin problems. Anti-pollution skin care products can block ultraviolet radiation, resist other physical and chemical factors on the skin damage, corrosion, strengthen the skin's ability to resist pollution, and increase skin health. Therefore, the demand conditions for anti-pollution cosmetics are already available, and it is also a relatively blank point in the current cosmetics series.

2. Because anti-pollution cosmetics are not only limited to beautification, but also have more health connotations. Therefore, in terms of cost and price, they are higher than other functional products, and of course profits are high. This is another reason why everyone is competing for development.

3. The development of the domestic cosmeceutical model has also brought a driving force for the rapid expansion of anti-pollution cosmetics. Cosmeceuticals are a mature model in foreign countries, and they are also very common. The domestic form has been expanding in this area. In some big cities in Beijing, the drug makeup chain is already in exploratory development. The success of Watsons in China is undoubtedly also The development of the cosmeceutical model has injected confidence. I believe that in the past two years, there will be a national drug makeup brand. "Pharmaceutical makeup" needs a product with strong functionality. Anti-pollution cosmetics will become the object of "pharmaceutical makeup" because of its unique sense of the times.

However, at present, there is no professional special brand for pollution prevention in China! The research and technology level of skin care products in anti-pollution needs to be strengthened. In foreign countries, such as Estee Lauder, Christine Dior, Lancome, Saint Laurent, Elizabeth Arden, etc., have their own anti-pollution skin care core technology, developed relatively mature; domestic, anti-pollution professional skin care There are very few chats. The 10-year-old factory like Guangdong Zoni has developed early in anti-pollution skin care and has Australian technical support, but it is more technical and raw than some foreign anti-pollution brands. There is still a gap.
Then, why are domestic anti-pollution professional brands not warm and slow? This should be analyzed with the characteristics of anti-pollution cosmetics and the current domestic market environment:

First, the technology and research and development level of anti-pollution cosmetics are high. Domestic cosmetics factories, there are many large-scale, but there are not many technically high, the sales of advertising products are large, and it is only limited to basic skin care. Therefore, if you really dare to get up and down in this cake, there is no certain strength. No.

Second, the domestic concept of environmental protection is relatively weak. Most of the consumer's choice of cosmetics stays in the advertising cognition, with the big stream, or more attention to the fragrance, color, price, and internal functional considerations. However, with the strengthening of environmental awareness in recent years, this aspect has been greatly improved, especially in some large and medium-sized cities, medium and high consumer layers, cosmetics environmental protection, health, quality concepts have been popularized.

Third, the anti-pollution product features are not stereotyped. The concept of anti-pollution is very broad. It is not mature and deeply rooted in the concept of Chinese herbal medicine. The specific positioning of anti-pollution products is not defined by the industry. For example, sun protection is also anti-pollution. Sunscreen has become a product category relatively independent in the Japanese chemical industry. How to define anti-pollution, how to distinguish anti-pollution products, or the vague concept in the industry, which undoubtedly affects the spread of anti-pollution.

Fourth, dealers have insufficient awareness and enthusiasm for anti-pollution cosmetics. Because of the lack of big brand guidance, lack of advertising bombing, and lack of a successful case, dealers are more willing to choose advertising products, or short-term but effective products such as whitening to distribute, anti-pollution cosmetics generally adopt a wait-and-see attitude, manufacturers because of the huge market, etc. It is impossible to go directly to the market by itself, resulting in slow promotion.
However, the above phenomenon does not hinder the rapid development of anti-pollution products. Some brands dare to explore in this respect, and have also created some examples of regional success. A large number of dealers and terminals have fought from cruel basic cosmetics. In the middle, I tasted the sweetness of the unique way of anti-pollution cosmetics.

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