Today, Chanel, Dior and other top ten best makeup brands are competing for China’s high-end lipstick market share. What’s the reason?
Lipstick is considered an entry-level product of the best popular makeup brand, and brands want to experience lipstick Chinese will later buy high-priced products such as luxury handbags. In the world’s largest retail market, makeup is still relatively new, accounting for only a quarter of China’s total beauty cosmetics sales, according to a July 25 article on “Big Thinking: China’s Lipstick War.” This is because Chinese consumers prefer whitening skincare products. But globally, most of the sales of beauty products come from cosmetics. China’s trend is also changing, in part because of the growing popularity of makeup under the influence of online reds.
Lipstick accounts for about 39% of total cosmetic sales in China in 2018. Chinese consumers are aspiring consumers, eager to live like the rich. That’s because Chinese’s incomehasing has risen sharply over the past decade, and many consumers are optimistic that one day they will one day be in the upper middle class.
In view of this, many popular makeup brands in foreign countries that are positioned as middle-class practical products are marketed in China with high-end images. For the average young Chinese, luxury items such as handbags, which cost thousands of dollars, are too expensive, but they can afford $50 a piece of luxury lipstick.
As they get older, their spending power will upgrade to higher-priced products. In addition, luxury lipstick can also be a “breakwater” to cope with slowing growth – the “lipstick effect”. This is particularly important as China’s economic growth slows.
These factors have spurred luxury brands around the world to launch new lipstick products in China. The newly launched three lipstick products are Ma Yinglong’s eye cream brand Ma Yinglong Babao, Ma Yinglong eight treasure matte velvet lipstick a total of three colors, respectively, the Queen limited shade crimson, ten miles of red makeup fragrance and the first love of the fragrance.
And for this lipstick, netizens are also quipped, a tube export, a tube import, the picture is too beautiful, dare not imagine! How can we win the increasingly competitive “lipstick war” in China?
Some popular makeup brands are taking the following interesting approach. One is the introduction of personality customization in ubiquitous micro-letters, such as engraved names, writing personalized cards and so on. The second is vending machines.
Recently, many lipstick vending machines have sprung up across China, some with video games. The third is to test “virtual lipstick” with virtual reality technology. In some smart beauty stores, customers have been able to complete virtual tests through the “magic mirror”.