Eyeliner category quietly turning red? Track the global trend of new products, inventory Worthy of reference product ideas
PART 01
The eyeliner category is quietly turning red around the world
Speaking of eyeliner products, our people for the ancient period of the [Maybelline eyeliner] impression may be deeper, why it has opportunities in the Chinese market, in addition to the foreign capital in the domestic market "open land" to create heat, more or the precise insight of consumers and the selling point of a large product has played a great role.
Because Asians have more eyelid fat than Europeans and Americans, and orbital bones are relatively flat and not deep enough, makeup products are modified to present better visual effects. Mascara, eyeshadow and other products too need makeup skills, from makeup to makeup are very troublesome, and eyeliner is easy to get done, the price is not expensive, so buying eyeliner is a very beautiful cost-effective thing.
From the distribution of new products in the world, Asian countries are more hot for the layout of eyeliner products, especially Japanese brands of new eyeliner products, diversified product concepts may not fully prove the superb level of Japanese eyeliner products, but enough to show its sensitivity to market changes.
The Japanese aesthetic is more inclined to the natural sense of color, low-key color matching and novel selling point Settings, so that the Japanese eyeliner has the innate conditions to lead the trend in terms of richness.
For example, KISSME eyeliner is selling well all over the world, emphasizing the natural transparency of the eye makeup and creating a pure look:
▲Image source: KISSME eyeliner
Compared with the natural sense and lightness of Japanese eyeliner products, European and American brands put more emphasis on "rich and vivid eye attraction", fine flash, pearlescent, smoky colors more, into a variety of electric syllables, carnival and other lines, the main color bold eye makeup style.
shu uemura Eyeliner launched in an Asian color, claiming long-lasting anti-smirk:
▲Image source:shu uemura Eyeliner
DIOR, for example, launched a waterproof eyeliner this year：
▲Image source:DIOR eyeliner
Some of the above brands cooperate with us, if you need to know the same eyeliner container information, please contact us.——NAMEI
PART 02
"Play color Economy" cut to the Eyeliner track
At the same time as the rise of young generation users, the eyeliner category can also form a path division in terms of consumption concept. A variety of emphasis on different makeup of the eyeliner color system, in the form of highly demonstrative graphics, short videos quickly penetrate into people's lives, to help the brand in a short time to quickly gather young people's attention.
▲Image source:Tiktok search page
In the United States Industry Yan Research Institute big data system - [Global New products] plate, the launch of a new color eyeliner brand is not a few, there is an obvious trend is the new color system presents a higher richness, in the world, we can see that many eyeliner categories use a novel color, some brands will give the eyeliner color number name, somewhat similar to the "slogan color number" route.
KISSME also launched colored eyeliner in May 2023, offering liqueur lychee powder, caramelized pumpkin orange and lime raw coconut green in three colors, giving users the choice of "bold makeup" eyeliner.
▲Image source:KISSME eyeliner
PART 03
"Makeup and nourishing one" plus eyeliner effect
Although overseas eyeliner products with comparable price lines also focus on effective marketing, product development is limited by the overall planning of the group, the update speed and marketing words are not as popular as domestic goods, so the Chinese eyeliner category with "rich color" and "high cost performance" entry, the advantage of winning the low-end market is significant, and the pull role of some large products is also obvious. Like Lolia's liquid eyeliner.
In the middle and low-end market, the claimed selling points of products are more homogeneous, and the replicability of the gameplay is strong, most of them focus on the concepts of double-head and multi-purpose. Another development direction of the eyeliner category, you can also do specific actions around the past path of makeup, such as infiltrating the "makeup and nourish" gameplay into the eyeliner category.
After all, eyeliner products have long been in contact with sensitive eyelid areas, and the hyposensitivity of the formula is very important, and the addition of effective ingredients allows the eye skin to eliminate irritation at the same time, but also give more nourishment.
For example, Japan EXCEL launched five kinds of autumn color eyeliner pencil, adding hyaluronic acid, panthenol and other ingredients, 1.5mm ultra-fine pencil refill beginners can also create smooth and durable, strengthen the moisturizing effect of eyeliner products for eyelid skin.
▲Image source:EXCEL eyeliner
Maybelline also launched a liquid eyeliner in September that creates a strong tattoo effect, lasts for 24 hours, and claims to have been tested by ophthalmologists, the formula is safe, and is suitable for contact lens wearers.
▲Image source:Maybeline eyeliner
PART 04
Focus on pain points to create differentiated products
Although every brand in the industry wants to make a difference, if the difference is too biased and niche, it is not the basis for consumers to buy, and therefore lack of motivation. We still have to go back to "Why do people buy?" On this fundamental issue, by identifying the user's pain points, we can open up the path of "strong pain points + differentiation".
On the "Global New Products" plate of the big data system of Meiyeyan Research Institute, we have also tracked a number of new products that improve the function of the use of pain points of the eyeliner category.
For example, for the pain points of the end of the eyeliner for makeup novices, which are easy to smudges and difficult to shape, SWEET MINT launched the eyeliner pen and eyeliner seal two-in-one design:
▲Image source:OTWOO eyeliner
People's buying behavior is often not entirely based on personal needs, but is influenced by others and social trends. What others have, what is popular in society, you will want to buy what, and social popularity can decide to buy.
Therefore, the reason why many products are not chosen by users is not because the product and technology are outdated, but the lack of socialization of the product, people no longer pay attention to and talk about it, resulting in its disappearance from the social popularity, out of touch with the contemporary era, and then abandoned by consumers.
Therefore, while controlling product safety and consumer demand, players can also combine channels such as social software and use channel traffic characteristics to push products to create makeup education, deduction and other eyeliner category content.
In addition to the content brush screen, players should also be quietly integrated into young people's online and offline life scenes, looking for dialogue space. In addition to traditional makeup teaching, it can also combine topics such as wearing and commuting scenes to create opportunities for products to communicate with young people, constantly create product volume, and accumulate product reputation.
Some of the above brands cooperate with us, if you need to know the same eyeliner container information, Please click to consult.——NAMEI
