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Recently, many beauty bloggers have devoted themselves to introducing a skin care concept called "nourishing skin with oil".
The products used in oil skin care are essential oil, which is an essential product based on oil. The steps of beauty bloggers to nourish their skin with oil are similar-first, simply clean their faces, then wet their faces with water, and then rub the essential oil on their hands, press them on their faces and apply oil.10-30Minutes, during which you can also make a self-made water film to apply to your face. Finally, wet the washcloth with warm water to absorb the excess oil, and follow up the skin care steps.
On the lifestyle platform Xiaohongshu, the number of notes related to "skin care with oil" has exceeded.83Ten thousand, the number of notes related to "essential oil" exceeds.eightWan.
Many beauty bloggers say that nourishing the skin with oil can effectively relieve skin sensitivity and keep the skin stable.
Yin Rui, a dermatologist at the First Affiliated Hospital of Army Military Medical University, said that the essence of nourishing skin with oil is actually moisturizing.
According to Yin Rui, the sebaceous glands on the surface of normal skin secrete oil, which is exported through pores to form a thin sebum layer, which can prevent the skin from losing water and isolate foreign harmful substances. Nourishing the skin with oil is to apply a layer of oil on the skin surface to form an extra sebum film on the skin surface, so that the water in the stratum corneum is not so easy to lose.
It is worth noting that not everyone is suitable for nourishing skin with oil.
Yin Rui said that essential oil can be properly used for dry skin, while neutral skin mainly needs to keep the balance of the skin itself. For people with oily skin, nourishing the skin with oil may make the skin worse and worse, posing a risk of acne.
In fact, nourishing skin with oil is not a brand-new concept of skin care, and essential oil products are not a new species in the beauty industry.
Many international brands have launched essential oil products, some of which are star products of the brand, such as Elizabeth Arden’s golden glue, the revitalizing essential oil of Hailan mystery, and the multi-effect essential oil of Oushu.HABAThe horn shark washes oil and so on.
The sudden popularity of the concept of "nourishing skin with oil" is actually related to the choice of essential oil as the main product by many domestic beauty brands.
2019Since 2000, more and more cutting-edge domestic beauty brands have begun to make explosive products through relatively accurate product and crowd positioning and intensive social media marketing. includeLANorchid, one by one、PMPMSkin care brands such as Lin Qingxuan choose to make explosive products in the category of essential oil, and spare no effort to make small red books, Tik Tok,BStation, Taobao live broadcast and other platforms to promote essential oil products.
LANorchidAnd book by bookIt is a typical brand representative.
LANorchidFounded in2018year10Month, will“Nourishing skin with oil"As a breakthrough point, its products take essential oil and cleansing oil as the main categories; Book by book was founded in2015In, cleansing oil and Essential Oil products were also the main products.
Source capital previously stated that,LANAt the beginning of the brand establishment, Lan Yu laid the topic of "nourishing skin with oil" on the little red book, and an essential oil in the first batch of products was listedfourGet more than in a month’s time.2000Ten thousand yuan in sales, and at that time entered the top ten list of Tmall essence categories. according toLANData published by Lan, which is in2020It was realized in 2008.2Revenue of 100 million yuan.
Book by book is from2018Start at the end of the yearThrough Taobao live broadcast to promote and sell products, its cleansing oil products first became popular in the live broadcast room in Li Jiaqi, and then increased the launch of Xiaohongshu and Tik Tok KOL one by one, mainly by planting grass for users through face evaluation and skill education. In 2020, the sales volume of cleansing oil, a plant substrate, exceeded 2,000.Wan.
existLANOrchid, book by book, etc.With the help of the brand, the product evaluation and popular science content about essential oil have blossomed everywhere on social platforms, and the concept of "nourishing skin with oil" has also become popular.
However, the reason why consumers are willing to accept the concept of skin care with oil and are willing to buy essential oil products lies in the change of consumer behavior.
When skin care brands promote essential oil products, they will pay special attention to telling consumers a "efficacy story", and prove the efficacy of the products with ingredients and formulas.
Market research consulting firm Mintel released "2021China Skin Care Trends points out that ingredients, concentration and technology are now the focus of consumers’ attention, and products that focus on ingredients and texture and claim sustainability are worthy of brand research and development. Consumers no longer blindly believe in big names, but are willing to try brands that claim to be doing well.
However, although some cutting-edge domestic beauty brands have made essential oil enter the purchase list of more and more consumers, this does not mean that essential oil products will stay on consumers’ dressing tables for a long time. In the case of high market competition, last year’s best-selling products may not necessarily remain best-selling this year.
According to the huge engine and the Kaidu Consumer Index jointly released recently,2021Huge engine beauty industry white paper "，2019The sales of best-selling products in 2000 accounted for%25%, to2020In, the proportion of the same batch of products was reduced to22%. In almost all categories,2019The share of best-selling products in the corresponding categories decreased in the second year, especially in essence, mask and make-up category.
Therefore, after the popularity of essential oil products, related skin care brands still need to continue to carry out R&D and upgrading in order to maintain their own market popularity.
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