Is your skin ready for the passionate summer? It’s time to upgrade the equipment. Judging from the recent sales in the online market, consumers all over the country have started the "summer beauty stocking mode". According to the data of e-commerce platform Vipshop, since May this year, the sales of various beauty and skin care products such as sunscreen repair, cleaning and moisturizing, whitening and brightening, makeup isolation and body care have increased significantly year-on-year.
The growth of keyword search volume also reflects this trend. Since May, judging from the ranking of search volume on the platform of Vipshop, "high sun fastness", "cleaning and purifying skin", "quick effect moisturizing", "lasting sweat prevention" and "pleasant fragrance" have become the five key words of beauty and skin care consumption this summer. At the same time, the search volume of keywords such as "anti-sweat", "cool", "repair" and "lasting makeup" soared, with an increase of more than 50% from the previous month, among which "lasting makeup" had the highest increase.
Vipshop data also shows that beauty consumption in some provinces and cities is particularly active. In the past month, the cities that bought the most skin care, makeup and cosmetics were Beijing, Chengdu and Chongqing. The purchase of sunscreen in Guangdong, Sichuan, Shandong and other places has double-digit growth year-on-year; In the body care category, Dongguan’s sales volume increased significantly, with a year-on-year increase second only to Beijing, ranking second in the country, surpassing Chengdu and Chongqing.
In order to meet the demand of hoarding goods in summer, Vipshop will launch the "Summer Beauty Award" to provide consumers with the most valuable shopping guide this summer. The summer items on the list are based on the multi-dimensional data such as the sales and growth rate of products on the platform, user feedback and buyer’s recommendation, covering sunscreen, makeup, facial care, body care and other categories. A list can get all the beautiful things in summer.
Among them, Mistine Little Yellow Hat Sunscreen, Kiehl’s White Mud Mask and Little Confused Multi-effect Mask stood out from the crowd after screening, and won the top three in the "Summer Beauty Award". In addition, there are some beauty products on the list, such as Lan Zhi Xuesha Silhouette Cream, Aijing Salad Flower Air Cushion and so on.
Sunscreen products are most concerned in the summer when UVA is more active. Take Mistine Little Yellow Hat Sunscreen, the champion of Vipshop’s summer sunscreen sales, as an example, its SPF reaches 50, and its PA value reaches four plus signs, which meets the needs of the season of zero oily skin, waterproof and sweat-proof. The sales volume in the past month increased by over 220% year-on-year.
In the choice of base makeup, consumers also prefer products with sunscreen function. The champion of Vipshop’s summer makeup was won by Lan Zhi Xuesha Silky Facial Cleansing Cream, which not only has its own SPF 25, but also can effectively alleviate the problem of skin redness in summer.
In addition, in the hot season, consumers also have a strong demand for cleaning, repair and quick hydration. Due to the exuberant secretion of oil in summer, a cleansing mask can be used properly in daily cleaning to prevent pore blockage, and the skin should be replenished as soon as possible after being damaged by exposure to the sun, and then combined with whitening products. The products listed in the "Summer Facial Care List" of Vipshop are Kiehl’s White Mud Mask, Little Confused Multi-effect Mask and Aven Hydrating Spray. Among them, the sales of Kiehl’s White Mud Mask have more than tripled year-on-year in the past month.
In terms of make-up, in order to prevent "floating powder mask", consumers prefer loose powder with waterproof and sweat-proof functions and light and durable air lip glaze, so as to achieve a "seemingly no makeup is better than makeup" in summer. Netizens joked that "body fragrance is also called the most advanced perfume", and consumers who are "thoughtful" have prepared body scrub and various fragrance-retaining shower gels early, just for "silky summer". According to the data of Vipshop, in the past January, the sales of Dove Ice Cream Scrubbing Cream and Shufujia Liuxiang Bath Cream all increased by over 200% year-on-year.
With the approach of the "Mid-year Shopping Season", the largest online consumption node in the first half of the year, all platform merchants are making full efforts to create more cost-effective explosive products for consumers. As the key program of hoarding goods in the middle of the year, Vipshop’s 6.16 Mid-year Sale Festival will start at 8: 00 pm on May 23rd and end at 10: 00 am on June 21st, bringing users good goods and good prices in the year.
Among them, on the "6.16 Buy X Beauty Carnival Day in advance" held on May 25th, Vipshop will cooperate with big-name beauty cosmetics to bring more "skin-pampering" benefits to users, such as Olay’s maximum purchase of 1 get one free bottle, L ‘Oré al’s third-generation black essence, honey pot and other explosive products 618 will be put on sale in advance, and Winona’s ace product Shu Min Moisturizing Special Cream will launch Vipshop’s exclusive capacity products, which will set off a beauty consumption boom on the platform.