This men's makeup product is so popular! In Q1 2021, Taobao and Tmall sales reached 100 million!

      At the end of the first quarter of 2021, data from each platform has come out. It is most appropriate to see the changes in the market through the data or judge the direction of the market's consumption. Magic Mirror Market Intelligence released a data white paper, the main object of observation is China's online high-growth consumer market. This data is based on Taobao and Tmall platform and talks about the high-growth market segments and their corresponding categories in Q1 2021.

      Data shows that Taobao and Tmall's transaction volume in Q1 2021 reached 1717.47 billion yuan, an increase of 39.15% year-on-year. This is the largest growth rate and the highest transaction volume in the past four years. Taobao and Tmall sales data say that there are more than 700 categories participating in the transaction volume that contributed more than 1700 billion yuan, of which 19 are the most promising categories.

      What is unexpected is that there is actually a men's makeup product in these 19 categories, and the sales of this product reached 100 million in the first quarter of this year! Makeup is no longer exclusive to girls, and the men's makeup market is also slowly rising.

1. Men's BB cream enters the public eye

      Everyone has a love for beauty. Beauty is no longer a girl’s right. In order to make her appearance cleaner, men’s BB cream for men has also begun to enter the public’s vision. Unlike girls, men's BB cream is mainly light, translucent, long-lasting and sweat-proof functions. Some can also provide daily protection, such as blocking ultraviolet rays, etc.

      In the first quarter of 2021, Taobao and Tmall men's BB cream sales reached 100 million yuan, an increase of 86.7% year-on-year. Both sales and growth ratios are very eye-catching. The men's makeup market should not be underestimated. It is time to get rid of the stereotype of men's not loving beauty.

The main communication channel for men's BB cream is Weibo, followed by Xiaohongshu and Douyin. On Weibo, the number of posts for men's BB creams is more than 6,000, and the number of interactions is more than 60,000. The number of merchants selling men's BB cream in the first quarter of 2021 was the same as in the first quarter of 2020. The number of goods sold was slightly lower than last year, but the share of CR5 for men's BB cream in the first quarter of this year was 6% higher than last year.

2. Market prospects for men's BB cream

      As far as the current market is concerned, the key brands of men's BB cream include L'Oreal, Zuoyanyouse, Liran, Brando, and SHAKEUP. Among them, L'Oreal and Brando are comprehensive skin care cosmetic brands, while SHAKEUP, Liran, Zuoyanyouse are brands that specialize in men's personal care.

      Take Zuoyan Youse as an example. This is a company that was established in 2012. Their positioning itself is a new generation of men's cleaning and care brand. Its market size has surpassed L'Oreal, with 14.77 million yuan in the first quarter of 2020, and soaring by 184.1% in the first quarter of this year, reaching 41.972 million yuan. L'Oreal's market size in the first quarter of this year was only 17.687 million yuan.

      In this white paper, the potential rating of Zuoyan and Youse follows L'Oreal, which shows that its potential is unlimited. Riran, Brando and SHAKEUP are the "newcomers" in the men's BB cream world. There is no past, only the future. We can wait and see their future performance.

3. Is men's BB cream worth betting on?

      It is said that women and children are the best to make money in this world, but men are also a big market. The base of men's population in my country is there, which is a real market.

      The men's market is not without prospects, but the products developed in the past are mainly women and children, and the men's market and demand are ignored. It’s not that men have no demand, but that there are no products on the market, and men have never been educated by the market.

      Today, the men's makeup consumer market has slowly risen. Although this category is still a small category, the newly entered Li Ran, Brando and SHAKEUP have already owned their own market share, and they are attracted by this small segment. In other words, this is verified by previous generations. While there is no red sea yet, merchants who want to join the market can consider it, as soon as possible, not too late.