2023.06MAT anti-aging skin care products record number increased 183%, the industry has greater confidence in the development of anti-aging products. Essences still occupy the main position in the anti-aging category, but sales figures have shown a slight decline. The anti-aging cream has increased in the three platforms of Taobao Tmall, Tiktok and Jingdong, becoming the growth trend point of the anti-aging category. After that, eye care and facial masks have shown a certain growth trend. The anti-aging effect is integrated into more categories, and the series of products has also expanded from facial skin care to personal collar care, providing consumers with a complete set of anti-aging solutions.

Since the skin basically begins to age from the age of 25, for some 20+ people who have premature skin aging due to confused work and rest, staying up late and other factors, the demand for anti-aging is also coming early. With the continuous improvement of anti-aging demand, the scale of the global anti-aging market is also expanding year by year. By 2021, the size of the global anti-aging market has increased by 11.1% year-on-year, and the global market size has steadily risen from 150 billion US dollars to 223.6 billion US dollars, an increase of more than 49.07%, and is expected to maintain rapid growth in the future. Although the growth rate of China's anti-aging market has slowed down, the market size has continued to grow and is expected to reach 15.02 billion US dollars in 2024.

2023.06MAT Tiktoin anti-aging liquid Essence GMV totaled 4 billion to 7 billion yuan, the monthly sales trend is generally stable, basically maintained between 250 million and 500 million yuan, affected by sales promotion, the monthly sales will rise to 500 million to 750 million yuan. In the category of liquid essence, the proportion of sales of anti-aging products showed a significant downward trend. The sales trend of anti-aging lotion/face cream showed a significant upward trend, and 2023.06MAT Tiktok anti-aging lotion/face cream GMV totaled 5.85 billion to 8.75 billion yuan. In the category of lotion/cream, the proportion of sales of anti-aging products showed an upward trend. On the platform of Tiktok, the growth trend of anti-aging creams is obvious.

anti-aging

Sound volume analysis of the whole network

From the sound volume distribution of anti-aging brands, the sound volume contribution rate of essence is the highest, which is 19.62%. Because many anti-aging products, such as creams, toners, eye creams, creams, etc., have added essence ingredients, and the product title has the word "essence", there may be noise in this category, resulting in high data. Facial mask category ranked second, accounting for 13.24%. Face creams came in third at 12.57 percent. From the perspective of the sound volume trend of anti-aging essence and anti-aging cream, the sound volume of anti-aging essence and cream is higher in the second half of 2022 due to product publicity, and it is somewhat lower in the first half of 2023, but it is generally stable. The category with a larger increase in the proportion of sound volume is men's skin care, face cream, mask category, while the proportion of anti-aging essence decreased by 0.77%. The focus of consumers against the old category is shifting from serums to men's skin care, creams, masks and other categories.

Among users of all skin types, the sound volume of users with problem skin, oil skin and dry skin was much higher than that of users with other skin types, and the anti-aging sound volume of users with problem skin was 3.28w, which was significantly higher than that of other skin types. The anti-aging demand of white skin users is only 1124, but its sound volume increased by 107% year-on-year, which is worthy of attention. As can be seen from the 2023-06MAT skin acoustic quantiquantile cloud map, sensitive skin, oil pox muscle, sensitive muscle, etc., have become popular keywords for skin's sound demand. Coupled with the extremely high sound volume of problem muscle users, it indicates that sensitive muscle users have a greater demand for anti-aging.

Skin can be roughly divided into five basic types according to skin type: dry skin, oil skin, sensitive skin, acne skin and mixed skin, etc. In specific situations, skin type is more complex. The user said that the monitoring data showed that in the skin quality-related sound volume of skin care users, the sound volume of dry skin and sensitive skin increased, and in the more subdivided skin types, the sound volume of oil-sensitive skin increased 76.82%, the fastest growth rate; Oil pox muscle increased by 19.89%. Dry skin demand tends to moisturize and moisturize, oil skin is refreshing and not stuffy, sensitive muscles require the product to be mild and not irritating, and even can play a certain repair role. Different skin types have different needs for skin care products, so in the anti-aging products, the brand also gives different anti-aging formulas for different skin types.