Recently, Amazon in the United States and Saks Off 5th, a discount department store retailer under Hudson’s Bay Group in Canada, have successively launched their own beauty products. At the same time, Glossier, an American niche makeup brand, also completed the D round of financing of $100 million. In the beauty industry, popular brands and niche brands have their own ways, but they are ever-changing and inseparable from their ancestors-relying on data support.
Last week, Amazon officially announced the launch of its first self-owned skin care brand, Belei, including 12 kinds of products such as moisturizing cream, eye cream, spot-lightening essence and cleansing wipes, with prices ranging from $9 to $40. At present, four products, such as moisturizing cream and cleansing wipes, are sold online on Amazon China official website.
The evaluation given by foreign netizens who first experienced Belei is "not bad". At present, some domestic fashion and beauty bloggers in Weibo also provide their experience: they feel that the whole line of things is more suitable for normal skin and dry skin. As for the packaging and price, netizens think that the packaging is "very summer" and the price is moderate and acceptable.
Image source/beauty intelligence bureau official micro-screenshot
At the same time, Canada’s Saks Off 5th also officially launched the first self-owned beauty brand Fifth City. There are more than 35 products in this series, covering products such as face, eyes and lips, and the price is between 4.99 and 60 dollars. It is reported that Fifth City will launch hairdressing and skin care products in the future.
Image source /Saks Off 5th official website screenshot
Almost at the same time as Belei went online, American niche beauty brand Glossier also announced the completion of the D round of financing, amounting to 100 million US dollars. Emily Weiss, the founder of Glossier, started the beauty blog "Into The Gloss" in 2010. The Glossier brand was born in 2014, and its products cover four categories: skin care, beauty, body care and perfume. For consumers in China, Boy Brow Eyebrow Glue is the star product of Glossier. FreeQin, a fashion blogger, specially recommended this product in Weibo, saying that the spiral brush of this eyebrow glue is very small, unlike those long spiral brushes, which can easily get around the eyebrows and touch the makeup. And similar word-of-mouth effect has made Glossier have more and more fans in China.
Image source /Glossier official website screenshot
It is reported that since the first self-owned brand was launched in 2009, Amazon currently has 138 self-owned brands, focusing on goods such as clothing, shoes and jewelry. This time, entering the field of beauty, the signboard of "Amazon" is firstly the brand endorsement of Belei. At the same time, whether it is Amazon or Saks Off 5th, big data on online or physical retail platforms is a strong support for product research and development. Previously, there was an analysis article about Amazon’s "own brand", pointing out that it is easy for Amazon to understand the advantages of competitors’ brands on its website by analyzing customer comments, such as which products and price ranges have the highest sales volume and why.
And niche beauty brands are also inseparable from big data. Emily Weiss once said that Glossier’s products are the most direct response to the information collected from community feedback and countless interviews around the world. At the beginning of the brand, Emily Weiss noticed that readers often complained that the moisturizer was thick or sticky, and Glossier’s first moisturizer was based on this feedback from readers.
Image source /Glossier official website screenshot
In January 2015, in the final stage of research and development of Glossier’s facial cleanser, Emily Weiss published a blog post asking readers in Into The Gloss community what kind of facial cleanser they wanted. In the end, it received more than 370 online responses and thousands of comments from its various social media channels. Emily Weiss called this facial cleanser her company’s first "veritable mass product".
Zara launched makeup last year, and traditional big IPS such as the Forbidden City and the Summer Palace have also made makeup across borders. Hermes will enter the beauty industry next year … More and more funds will flow to the beauty market. The big data behind the "Yan value economy" always provides various reference bases for enterprises and consumers-mask lipstick is the most favored, and the increase mostly comes from market segments, Yunnan people prefer natural beauty, and "exquisite boy" and "little fairy" are mostly concentrated in Jiangsu and Zhejiang provinces, Tianjin "small fresh meat" becomes a dark horse in the beauty cosmetics consumer market, and after 95 and 00, it is the main consumer of Yan value (according to JD.COM’s "Beautiful New Starting Point"
Beijing News reporter Wang Lin Image source Beauty Intelligence Bureau Guan Wei, Saks Off 5th official website, Glossier official website proofread Liu Baoqing.
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