On January 13, Reese strategic positioning consulting issued the 2022 beauty category Innovation Research Report “new beauty product opportunities driven by the mental change of generation Z” in Shanghai. The report believes that under the background of the rise of selfie economy, thousands of brands are waiting to be selected by consumers every day, and it is more and more difficult for brands to enter the mind in the noisy information environment. Although net red brands continue to appear, it is necessary to grasp the concept of “category” to really maintain healthy and sustainable growth.
Based on the analysis of the mental insight of generation Z consumers, the report points out eight new types of opportunities, namely, single effect skin care products, Oriental makeup color makeup, Chinese herbal medicine skin care products, young makeup, male makeup, chain light medical beauty, high-end specialty emphasis on medical beauty, and line sagging beauty channels.
Xiao Yao, partner of Reese strategic positioning consulting in China, believes that mind is the ultimate battlefield of business competition. Consumers are used to thinking by category and expressing by brand. The competition between brands is actually a category competition. Young people are the trendsetters of every era, so the future competition will be carried out in the minds of the younger generation of consumers. Through the mental insight of generation Z consumers, there are many opportunities for category innovation in the beauty market, which is worthy of enterprise reflection.
According to the report, the mental changes of generation Z beauty consumption show five trends: category differentiation, the pursuit of quick and efficient, ideological diversification, national cultural confidence and offline experience. Based on the five trends, the report analyzes from multiple dimensions and puts forward eight new product opportunities. These new categories either do not exist in the market or the existing brand practices are not ideal, leaving a huge opportunity window for backward brands.
Xiao Yao said that the report uses the thinking mode of “category” to explore the product opportunities with growth potential and representative category under generation Z. it is expected that the thinking of this category can give some enlightenment to entrepreneurs in the beauty industry.
The founder of positioning theory and the father of positioning, AI Reese, founded Reese company in 1963, headquartered in Atlanta, the capital of Georgia. Reese strategic positioning consulting entered China in 2007 to help enterprises build strategic layout, study and judge brand positioning and explore business innovation. It has become the only strategic positioning consulting company to provide services for the global development of Chinese enterprises and 100 billion Chinese enterprises. Customers served in China include Great Wall Motor Company Limited(601633) , Maotai Group, Wanglaoji herbal tea, Hangzhou Robam Appliances Co.Ltd(002508) , oaks air conditioner, etc., and have accumulated rich successful cases in the fields of automobile, household appliances, food, beverage and beverage, logistics and industrial products.
