according to cosmetic safety survey, has more than 600,000 users participated in, by the most representative sample of more than 40,000 people analysis found that the tremendous potential of the Chinese cosmetics market, security is subject of consumer concern.
according to the new generation of market monitoring institution for China’s consumer market in the past more than 10 years of research, data shows that beautiful consumption is always endless. Large category of cosmetics, some categories have formed a very stable market share, such as cosmetics, skin care, skin care products. But more and more manufacturers begin to define and launch new products, including moist, hand, whitening, moisturizing lip, sunscreen products, cosmetic features in the past relatively comprehensive, more single category, a product may solve many consumer beauty problem, but today’s consumers are no longer satisfied with this, they really are a subdivision of professional demand for the product.
in this no end of consumption market in the, cosmetics enterprise to seize consumer, manufacturing has increasingly more of concept, concept marketing break out, for example moisturizing factor, and vitamin b, and mineral, and plant essence, and bamboo extraction essence, and natural extraction property, and marine mineral synthesis property and so on noun large line its road let consumer often dazzled, confused, that often occurred consumer with has cosmetics not only no reached beauty effect, Instead of bringing harm to skin case. For example, has consumer buy has a manufacturers launched of whitening products, with has a time skin not only no variable white, instead more black, so found manufacturers complaints, manufacturers is response consumer said that is because consumer wiped of volume also enough; also has consumer with has to pox of products, results is found youth pox more long more more reality in the increasingly more such of examples in appeared, plus some large of cosmetics brand gradually appeared some security problem, consumer on security problem increasingly concern, and are hope using has natural ingredients of products, Health awareness is constantly increasing. Past due information channels fairly unitary, so a lot of negative information can be contained, but today, in the Internet age, everyone has the potential to become the Center information, cosmetic safety is becoming more prominent and important. In our survey, there are eight important find cosmetic manufacturers think about and use for reference:
first, 80.4% of women consumers expressed worry about cosmetic safety. Worried about problems, 96.5% consumers most worried about is the product of well-not exactly suitable for their own use, followed by the potential damage risks, is once again concerns about product quality. This fully reflects the beautiful first, safety first (Without Safety, No beauty) features, consumers no longer blindly ignore the safety and health issues in order to blind pursuit of beauty.
the second, in order to avoid buying the product, many consumers prefer to rely on the regular purchasing channels. 96.4% consumers generally in large shopping malls to buy cosmetics, followed by the formal network shop, consumers want to reduce the likelihood of security problems occur through regular channels, but in fact, these channels are also unable to avoid security problems arise because cosmetics channels of security is not necessarily a problem, but a manufacturer problem.
IV, cosmetics for skin, apply the identity, age, quality and safety for the season, with method, a skin allergy test 6 major categories, . such as information is the most concern product identification and consumer information. Consumers want to be able to according to the above-mentioned information to determine which cosmetic products suitable for their own use, but many cosmetic products in the information provided is not sufficient, nor transparent, and of obstacles to consumption consumers arising therefrom. If there is work on cosmetics companies in the provision of information, will be able to realize the marketing differentiation, also helped to promote the healthy growth of the cosmetics industry.
VI, most consumers say, cosmetic safety and applicability of difficult to pin down. First, in skin care class products in the, wash surface milk, and cool skin water, and emulsion, and anti-sun cream is female consumer using up to of skin care products, moisturizing, and whitening, and anti-Sun is female most concern of three species function, but many consumer is think some skin care products is difficult to judgment its applicability, for example cool skin water, and eye cream, and essence pigment,, causes is products of outside packaging Shang no clear of applies of description, and no approach trial and products of efficacy often will was exaggerated and so on. Secondly, cosmetics products there is also the problem, most typical concealer, 71.9% consumers think it is difficult to judge the applicability, believes both of the product features is exaggerated, for skin types descriptions are clear, no trial issue, making it difficult to make consumer choices. Therefore, cosmetic safety and applicability of current cosmetics must be referred to a very important position in the marketing practice; how businesses and consumers to communicate and interact to guide consumers properly use cosmetics, still a long way to go.
VII, consumers want to increase the product components, security levels, the application of suitable age, the seasons, using time such identification. It is learnt that the national standards Committee will introduce new rules requiring cosmetics all components must be marked, and the name of the mark in accordance with the content in descending order, imported cosmetics are no exception, shall be marked on its adds to stick labels. However, these practices is not enough for consumers, because today’s consumers are more and more savvy, and with the Internet, consumers have a growing number of channels for dissemination of and access to information to others. It also means, cosmetics market has come to the details of marketing age, and not stopping at the concept of an extensive level, to create consumer confidence, there must be more clear and accurate information is passed on to consumers.