Why share the beauty category? This is because compared with other categories, beauty is very suitable to be spread through the developed social media, and it is relatively easier to be globalized. I believe the course can bring you new inspiration and new ideas for those who want to do beauty products. Now let’s share:
Women are the main force of consumption, and they are also the main force of e-commerce market. The beauty market is a one hundred billion level market. The global beauty market turnover is as high as 530 billion US dollars. By 2025, it is expected to reach 800 billion US dollars. Fashion trend of overseas beauty products: beauty equipment is becoming more and more intelligent, inclusive beauty, consumers pursue real beauty. What can be foreseen here is that more and more people will choose to engage in the beauty industry in the future.
In fact, in this year’s cross-border e-commerce industry, beauty products are doing well one after another. One of my friends, Amazon, who is a beauty seller, shared with me that their company’s revenue increased by 100% this year, and black five’s full-scale sales on that day far exceeded the original expectation. In addition, there is a beauty brand that has entered into Southeast Asia, which has sold well in Indonesia and Philippines within 3 months. Now the trend is that many of the beauty businesses that used to operate offline begin to transfer to online sales, and beauty sellers are also growing.
When it comes to beauty, I have to say that it’s a big brand. I don’t know if you’ve heard of it. Today, we are going to introduce a local American brand, Duke cannon, which is a men’s cosmetic brand from the United States. It is also a hot beauty brand on Amazon platform. Its headquarters is located in Minnesota, USA. Duke cannon, founded in 2011, provides high-end male care and beauty products for male users
Duke cannon is committed to promoting “hard working” Men’s skin care concept applies the male bold and bold temperament to everyday care products (such as soap, beard care, Cologne, lip balm, etc.), and creates a unique product odour, such as whisky and tobacco, with a taste of male life, giving a stronger sense of experience, showing masculinity both in terms of products and breath. Recently, the company announced the strategic investment of main post partners LP. The brand, which focuses on men’s beauty products, is said to have annual revenue of about $50 million.
Of course, Duke cannon’s military values are not only reflected in packaging design. In fact, the brand donates 5% of its net profit to public utilities benefiting veterans and active servicemen every year.
On Amazon, the prices of its products range from more than $10 to more than $30, and most of them have accumulated hundreds of reviews.
(Note: search Amazon front desk for Duke cannon and click on a listing details page)
Compared with other ordinary soaps on Amazon’s front desk, the price premium is really high. In the script of Duke’s classic big brick soap, there is a special emphasis on “American characteristics” and “masculinity”. For example, more than once, it emphasizes that it is made in the United States, with the smell of tobacco and leather in its aroma. Its size is more than three times larger than that of women’s soap. Part of the proceeds will be donated to American veterans.
Now Duke cannon is not only selling in Amazon and independent stations, but also in target, CVs, Walgreens and other mainstream offline retailers in the United States.
Main post partners LP, the investor of Duke cannon, is a private equity investment company based in San Francisco, USA. It has invested in many emerging beauty and personal care brands, including Dr. Dennis gross, milk makeup, etc., and now it has invested in Duke cannon, which shows that it is very optimistic about the beauty market.
By sharing the Duke case, I hope to give you some inspiration and thinking about the beauty category. In fact, in recent years, more and more cross-border e-commerce sellers have begun to pour into the team of beauty and personal care products, and the performance of a considerable number of sellers is growing very fast. However, in terms of brand building, to be honest, most sellers are inexperienced and are all in the primary stage, so even if they get good sales, they are still in the lower price range, which means they have to rely on cost performance to win.
Duke cannon is an e-commerce consumer brand enterprise that starts with brand building, which is similar to the personal design that stars need to pay attention to when they come out. Cross border e-commerce sellers can further study Duke’s products and brands to learn how they form a unified idea output through the combination of military and fashion elements, so as to make its brand highly sticky to fashion men and let consumers recognize such a high-end brand.
This year, affected by the epidemic situation, some industries have been really impacted, but some industries have also made achievements. Beauty personal care is one of the achievements. According to the survey, the e-commerce of beauty personal care increased by 32.4% year on year, second only to food and beverage. The second part is about the consumer portraits of America, Europe and Japan.
① US Marketplace
The consumer groups of personal care health and beauty products cover all income ranges and age groups, among which women aged 18-44 are the main force; in addition, the demand of men is also increasing significantly, such as Beard care products, which are in line with men’s needs and use habits
There are many kinds of products including beauty, beauty, hair care, sunscreen, bath, manicure care, hair removal and shaving, etc. skin care products are highly permeable, and the related products are of continuous use and high frequency repeat purchase type.
Hair care and skin care products occupy an important share in the beauty and personal care and health categories in the United States, while soap, toothpaste, shower gel and hair conditioner have a high re purchase rate and large sales volume. These products are in demand for every day American families, no matter men, women, old or young
In terms of market segments, men’s products and aromatherapy products (or products with aromatherapy concept added) form a certain market scale, and hair dyeing products are very popular (especially for natural hair dyeing)
For American Beauty consumers, gift packaging promotion is widely used in cosmetics, and special promotion is a common means
② Europe Marketplace
The consumer groups and consumption habits of beauty and beauty in Europe are similar to those in the United States, and the holiday season is the time of year when consumers buy more.
Take the United Kingdom as an example, 40% of consumers will buy hairdressing and beauty products during Christmas, while under the epidemic situation, 13% and 11% of consumers will increase their purchase of personal care products and beauty products respectively , showing a growing consumer demand.
③ Japan Marketplace
Japanese women are cosmetic contact lenses, collocation and makeup. They are water, milk, essence, sunscreen, isolation, foundation, loose powder, eye pupil, eye shadow, eyeliner, silkworm, mascara, false eyelashes, double eyelid stickers, gloss, blush, lips, nails, hair and clothing. Of course, apart from makeup, Japanese women Sex also attaches great importance to personal care and hygiene, beauty tools and toiletries are also among the fast moving consumer goods.
In July and December every year, most Japanese companies will pay bonus to their employees, and the share of bonus is generally no less than three months’ salary. Therefore, these two months are also the sales peak of e-commerce sellers.
In addition to these two months, Japan’s holidays are also small sales peak, the seller of Japan station can pay more attention to holiday activities.
Now let’s talk about the changes. Through the research on the beauty market, Amazon found that consumers’ buying habits of beauty products are also changing. From the past to the present, they choose some products that can meet their multiple needs. It includes four aspects
① First, technology. For example, with the application of technology in the instrument for eliminating blackheads, blackheads and acne have always been the most troublesome skin problem for female consumers. The first concern is the strong suction effect of the product itself with the help of technology. Amazon front desk products from the traditional blackhead acne needle gradually replaced by blackhead instrument.
② Price transparency. A large part of the incentive for consumers to buy a product lies in whether the price of the product is eye-catching. Based on the rapid development of e-commerce, many individual users tend to purchase directly like producers. In addition, the composition and performance of some niche beauty brands are not inferior to those of international famous brands. Sellers have a very competitive price advantage in selecting such beauty products.
③ Differentiation can also be said to be individualization. For a long time in the future, the main consumers of beauty products tend to the millennials, and their demand is no longer single. Take sunscreen, for example. In the past, consumers chose sunscreen to choose a high SPF based on their age. Now, including consumers in the future, the use of sunscreen has been smeared from traditional manual spray to spray, and also has daily moisture retention. Even different sunscreen index may be selected according to different travel needs. The development of beauty products by manufacturers will be more and more detailed to meet the personalized needs of consumers as much as possible.
④ Socialize. On the one hand, manufacturers promote their products through store activities, creating beauty talents and other flow marketing, on the other hand, they promote their products through word of mouth from consumers. During this period, there is no lack of praise and bad reviews, but if a beauty product wants to establish a good reputation and credibility, socialization is an essential trend.
Hundreds of billions of market is in front of us. As a seller, it’s hard for us not to be moved, but at the same time, we should be careful of the risk of infringement. Many popular beauty personal care products have applied for patents, and if we don’t pay attention, they will be infringed. Let’s see which products we should be careful about.
1. Hair dryer
Hair comb is a combination of hair dryer and comb. It can dry hair and create hairstyle easily. Such a convenient and easy-to-use product has also captured the hearts of a large number of consumers, and the hair comb has become the top selling one of Amazon’s beauty products.
For example, the blowing comb has many appearance patents, and many of them have just been authorized this year, so it is more likely to safeguard their rights. Sellers who want to enter the market must pay attention to self inspection.
2. Scalp Massager
Scalp massagers also need sellers to pay attention to the risk of patent infringement. This is part of the Scalp Massager appearance patent retrieved
3. Hair comb
During the period of home isolation, if you want to dye your hair, you can only do it yourself. The simple hair comb is the first choice for many consumers. There will be a market when there is a demand, and this hair dye comb has been successfully listed on Amazon’s hot list.
We have also attached some of the searched patents on the appearance of Hair Combs:
4. Facial cleaning brush
The function of cleansing brush is to help clean the face and reduce the production of blackhead and acne. Face cleaning brush is a hot product in recent years. Amazon’s popular cleansing brushes have been patented, and almost all of its products have applied for patents.
5. Facial Massager
For example, the market is very popular refa beauty instrument, the company has a number of facial beauty instrument patents.
The above several are the patent retrieval and sharing of beauty personal care products. Just now we saw that each type of product has many appearance patents, which is a wake-up call for all sellers: before putting on the shelves, we must analyze the infringement of the product and keep away from the risk of infringement.
In addition to patents, beauty products also involve complex component testing and export compliance, which is also a problem for many Amazon sellers. So in the third part, we will share the policy compliance analysis of Amazon, Europe, the United States, Japan beauty products:
① Avoid using harmful and toxic ingredients
② Register the voluntary cosmetic registration program (vcrp) with FDA according to the procedure and confirm its completion;
Ø FDA and vcrp registration:
① FDA pays more attention to post marketing regulation. Only some categories of products need “pre marketing approval”, and other products only need to be registered with FDA;
② So far, FDA’s requirements for cosmetics are voluntary. Through vcrp, you can access the online account, store its registration and product information online, accept the FDA’s information updates, and go on sale in Amazon. If the enterprise registers, the product also needs to complete the registration to go on sale and become a commodity.
It should be noted that if the seller’s product is sold in California, the seller also needs to provide a California cosmetic safety report certificate. Among them, “California cosmetic safety plan” requires cosmetic companies to declare whether products contain carcinogenic or reproductive hazards.
Ø vcrp registration process:
① Registered cosmetic factory / packaging place, form from FDA 2511;
② Submit cosmetic ingredient statement, form from FDA 2512;
③ Modification of product formula: within 60 days after the product is put on sale, the formulation shall be updated, and the composition shall be changed to vcrp for declaration; when the product is out of sale, the CPIs declaration shall be terminated within 180 days after the product is out of sale;
Ø Color additives and cosmetics:
Coloring additives can be used in cosmetic products. It is illegal to add them in the wrong way or use them in the wrong dosage. At the same time, it is also a common reason for the seller’s cosmetics to be detained in the United States;
Ø Non prescription drugs:
① OTC (over the counter) depends on the “intended use” of the product, such as facial cleanser with acne eliminating function, shampoo with hair generating function, etc., while the “intended use” is often judged according to the description of the product and the ingredients noted;
② The registration of OTC is compulsory, requiring both manufacturers and importers to register. The seller can directly check whether the products sold by him are OTC drugs on the FDA website;
Ø Cosmetic label:
① In addition to registration, it is also necessary to ensure that the label meets the requirements of FDA;
② Cosmetic labeling needs to comply with the good packaging and Labeling Act (FPLA) and other applicable regulations;
③ The pigment contained in the cosmetics must be approved by FDA, and the ingredients of the cosmetics must be safe. At the same time, the label must have the following elements: product description, net content, safe use instructions, warning instructions, ingredients, company name, address and country of origin of the manufacturer, distributor or packer, etc;
① The specification of chemicals is clear;
② Products registered in CPNP (cosmic products notification portal) once can be sold in 33 countries (European Economic Community);
Ø CPNP registration and DOC:
Cosmetics related products can only be sold in Europe after the registration of CPNP is completed, and only one notification is required to enter the EU market and its 31 countries / regions through CPNP;
In addition, Doc (Declaration of conformity) should also be noted;
ØFive key steps to comply with EU cosmetic regulations:
First, the appointment of the person in charge. The main responsibilities of the person in charge include: to be the priority contact point between the seller and the local; to be the product compliance guarantor; to be the product safety guarantor;
Second, control the composition of products. The ingredients of cosmetic products need to be controlled are mainly divided into three categories: prohibited ingredients, restricted ingredients and permitted ingredients; all ingredients do not have the same regulatory status, and the seller should ensure that the products fully comply with the EU rules and regulations;
Third, create product information file (PIF). PIF must include product information, product safety report, GMP or ISO 22716, effect statement (in accordance with EU 655 / 2013) and non animal experiment;
Fourth, create a label that meets the requirements (supporting the local language of the destination country). The label includes the name and address of the responsible person (RSP), country of production, nominal content, shelf life or service life after opening, precautions and warning slogans, batch number, product function and ingredient list;
Fifth, register CPNP. To register on the official website, you must prepare the name and category of the product, the name, address and contact information of the person in charge, the country of origin of the product, the first country of destination where the product will be sold, the composition report of the product (no toxic and harmful substances used), the basic formula of the product and the photo of the outer package with the compliance label;
① The standard is rigorous but clear;
② It is suggested to cooperate with regular and qualified agents;
ØCosmetics importer qualification and sales license
① Cosmetics sold in Japan should be labeled in Japanese;
②Sales of cosmetics such as eye shadow, nail polish, make-up water and face cream in Japanese stations require cosmetics Importers’ qualification and sales permission, which can be registered through the Japanese service providers in the Ministry of health. The seller may be asked to provide the license / registration number at any time to confirm that the cosmetics sold are in conformity with the regulations.
ØDrug and machinery law:
The agents of imported cosmetics should meet the standards of the drug and machinery law. According to the different import agents, five things need to be completed, including: whether to sell, component analysis, application for regulatory approval, labeling, etc., and product testing.
Finally, I would like to introduce Amazon’s hazmat program
Regardless of the destination country, if the product is going to enter Amazon’s FBA warehouse, then Amazon’s logistics dangerous goods program is very important for the seller.
The seller can check whether all the goods sold belong to the category of dangerous goods and whether they meet the category of other dangerous goods that can be sold in Amazon through Amazon seller platform;
Hazmat plans to help sellers sell Amazon logistics quasi shipment goods classified as dangerous goods through Amazon operation center, and accept new participants in the order of waiting list. Sellers can apply through the seller platform or contact our account manager;
After creating dangerous goods, Amazon may need sellers to provide safety data sheet (SDS) or ingredient information sheet, so that the platform can store and distribute your goods safely;
Finally, to make a summary, the platform has zero tolerance for toxic and harmful ingredients. We should pay attention to both detection and certification, and also pay attention to process details.
In product recommendation, I will introduce the hot products from hair and facial skin care
Hair related hot products can be divided into two categories: one is care products, such as beard and hair care products; the other is hair removal products.
Nursing products: shampoo, pay attention to solve the problem of logistics and transportation. The market demand of curly hair stick is also very big, and it is also the top product of hot search. However, before entering this category, we still need to know our peers, so that we can know ourselves and others well.
Hair removal products: hair removal products, including men’s barber, shaving products, women’s hair wax, photon hair removal products. There are some small and beautiful products are also very popular with consumers, such as women’s hair removal instrument, only lipstick size, easy to carry, in case of emergency.
2. Face care
Facial skin care products are the most popular products in the whole health and beauty category
① Deep cleaning: bamboo charcoal facial mask and sponge mask, which have different cleaning functions, are very popular. And facial cleaning equipment, these are cleaning products.
② The second key word is moisturizing: face steamer belongs to moisturizing products. This kind of products pay special attention to the ingredients, whether it is natural, without adding any chemical substances, to ensure no damage to the skin.
③ Travel products: because foreign consumers often travel, small bottles convenient for packing are also very popular.
④ Make up: mainly involving eyes and nails. Eyes such as false eyelashes, false eyelashes do not need a certificate, but the glue they use needs to be FDA certified because of its contact with the skin. In addition, the certification requirements of cosmetic brush products are not very high, so the competition is very fierce.
Manicure products such as manicure lamp, polisher and so on are very popular with girls, and can realize the diversification of appearance.
⑤ Oral care: this category is basically hot all year round, in which the demand for electric toothbrush and water dental floss is very large. Products that can whiten teeth are also popular in overseas markets.
There are also essential oils for facial skin care, which are also the top selling products on the list. In addition, we need to pay attention to freckle products. Although foreigners have freckles for a long time, they take freckles as beauty and don’t need freckling.
Finally, it is suggested that the seller can test the water from small products first. The same is true for hot products, which can be involved in all categories such as skin care, manicure and hairdressing, artificial intelligence, etc. Of course, powerful sellers can also make high-end products and combine existing products with them.