Xiaohongshu and Bilibili have always been social media platforms that have attracted much attention from beauty brands. The former is a standard for brand cultivation, while the latter is because it attracts a large number of young people.

At the same time, as the commercial models of Xiaohongshu and Bilibili continue to mature, how to make more efficient placements on the platform? How to select more suitable experts? And which beauty categories now have more blue ocean competitive advantages?

It has become a direction that many beauty brands hope to understand in depth.

This time, Jumeili will share with you the latest beauty industry trends and new marketing trends of Xiaohongshu and Bilibili platforms in 2022, as well as the new ways of cutting-edge national cosmetics in KOL marketing.

This article is an excerpt from the live broadcast of the Jumeili 2022 Beauty Emerging Marketing Summit held on March 22-23 this year.

01 Excerpts from content shared by "Little Red Book" Xiaohongshu has strong user search intelligence in the field of beauty and personal care, and is now the largest media outlet in the field of beauty and cosmetics.

Moreover, the quality of active users on the Xiaohongshu platform is highly matched with the core population in the beauty field, and has become an indispensable marketing position for beauty brands.

At the same time, Xiaohongshu is also a fertile ground for the incubation of cutting-edge start-up brands. There are many excellent cases on the platform that have grown from zero-based new products to popular products with monthly sales of millions.

Based on the data on the Xiaohongshu site and the preferences of beauty users, the Xiaohongshu platform announced the beauty trends in 2022, recent hot categories and the interpretation of 618 traffic.

1.1 Xiaohongshu 2022 Beauty Trends and Efficient Skin Care: Skin care products should be more refined than more, and practical and effective products are more popular among users.

Keywords: streamlined skin care, skin care pyramid, high-definition beauty: users’ beauty needs are more personalized, customized, and in line with personal characteristics, and shortcomings can also be turned into advantages.

Keywords: olive skin, round face makeup, facial folding single product Diedele: stacking beauty and personal care items, the effect is 1+1>2! Old items can also have new surprises like opening a blind box.

Keywords: lip oil stacking, perfume stacking, de-gendering: Men are becoming a new force in beauty. In addition to the always popular perfumes, facial cleansers, and moisturizers, more types of beauty products are being added to the shopping list by boys.

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Keywords: men’s eyebrow shape, men’s makeup cream 1.2 Recent hot spots and attention categories Sunscreen, facial masks, makeup and personal care categories have always been popular categories on the Xiaohongshu site. The latest user trends from January to March this year

And the competitive situation is also constantly changing.

The following is the insight content of these four beauty categories: Sunscreen category insights March to June have been the peak season for sunscreen categories in the past, and the search volume reached the peak in May; the popularity of sunscreen sprays and sunscreen creams has increased significantly recently, and the demand for sunscreen has exceeded 2021

In 2017, users have higher requirements for segmentation of sunscreen products, distinguishing between face and body, and pursuing refreshing texture. The demand for sprays has increased significantly, while attention on two-in-one products has decreased, and men’s awareness of sunscreen has increased. Sunscreen products have strong reputation and brand awareness, and combined with

Selecting products based on skin type has also become a new trend; many affordable brands are on the list, but the gap between brands in central China is small and competition is fierce.

Based on the site’s data insights, users’ awareness of sun protection is no longer limited to the beauty category.

Sun protection clothing, sun protection gloves, and sun protection sunglasses are also indispensable categories for them in the sun protection steps.

Based on this, the platform recommends that when beauty brands create content, they can use immersive or one-stop sunscreen content for sunscreen, sunscreen spray and other products to facilitate the core search content under the sunscreen trend and the general demand for sunscreen.

Communicate deeply with the crowd.

Among them, two-in-one sunscreen products are showing a negative growth trend, which shows that users’ needs are more refined and they will buy according to the segmentation of body sunscreen and facial sunscreen. Lazy economy two-in-one products are no longer suitable for sunscreen.

Insights into the facial mask category: The volume of non-sheet facial masks such as soft masks and mud masks has increased significantly, but there are few competing brands and they are in the blue ocean track; the demand for whitening and cleansing of the mask category has increased after entering spring; users are not interested in domestic and overseas brands in the facial mask category.

There is an obvious tendency; staying up late, using it before makeup, and massaging are the main scenarios for facial masks.

Facial masks have always been Xiaohongshu’s No. 1 niche in the beauty field, with huge competition and many brands.

Therefore, the current bidding cost on the Xiaohongshu platform will also be relatively high.

Starting from March this year, the Xiaohongshu platform found that cleansing mud masks, soft masks and mud masks have experienced very large year-on-year and month-on-month growth rates, second only to moisturizing masks and cleansing masks.

At the same time, there are few competing brands in this category and it is currently in the blue ocean track.

At the same time, facial mask users are still concerned about their efficacy. Especially in the transition season between spring and summer, the trend of popular words about whitening efficacy is rising significantly.

Therefore, the platform recommends that merchants pay attention to the content direction and embed some keywords to facilitate users to better search for notes, and how to better reach people who care about whitening and hydration in the information flow to achieve precise breakthroughs.

The scenarios where users use facial masks are becoming more and more diversified, such as massage scenarios, acid treatment scenarios, post-sun repair scenes, and beauty repair scenes. These are high-consumption and high-repurchase usage scenarios, and you can also use more keywords.

Pre-embedding and content penetration.

Cosmetics category insight: plain water makeup is the most popular makeup look at the moment, and it is on the rise; affected by seasons and trends, spring makeup and imitation makeup by Thai stars have significantly increased attention. Popular Thai dramas have caused the popularity of Thai makeup to soar twice.

We can see some very interesting phenomena in cosmetics. I have summarized a few key words: The first is the node. Color cosmetics is a track that changes the fastest with the trend. The layout of cosmetics requires a very strong supply chain and SKU manufacturing capabilities.

It is possible to improve competitiveness in this track.