Spring and the scenery are bright, and it is time for consumption to be renewed.
Recently, the cross-border e-commerce beauty industry of Kuaishou has launched the “Put Spring Makeup on Your Face” spring new season campaign, focusing on the two core tracks of makeup and sun protection, with multiple policy bonuses and multiple incentives, from traffic empowerment to operation escort, to help merchants layout the peak season market, work together to leverage new growth in spring beauty consumption, and jointly start a new chapter in the growth of spring beauty.
It is understood that this spring new season event will create four core incentives to protect merchants’ business growth in an all-round way and achieve full-link empowerment of traffic, grass planting, conversion, and support.
Firstly, it gathers global traffic, and the platform connects core traffic entrances such as search recommendations, Push notifications, hot list resources, and exclusive venues to create a billion-level exposure position and strongly attract traffic to merchants’ live broadcast rooms and products; secondly, the official topic challenge “makeup to create good things” is deeply planted, and a large number of experts on the linked platform launch #putspring makeup on your face
Exclusive topics create an atmosphere of spring makeup, create popular content, and activate interaction between users and merchants; thirdly, the exclusive venue is superimposed with multiple gameplay methods to not only create a one-stop immersive shopping scene, but also set up popular product recommendations, limited-time sales, spring gift draws and other task interactions to efficiently handle global traffic and achieve efficient conversion of traffic to transactions. It also launches special welfare sessions, live broadcast task-oriented navigation and other rich gameplay to help merchants quickly sell core items and increase transaction efficiency.
Finally, layer by layer incentives are added to customize gradient rights support for merchants at different levels, from precise traffic tilt, cash rewards to IP co-branding, to meet the various needs of merchants and help merchants achieve a spring business explosion.
Currently, the spring and summer beauty track has officially entered the peak season, and sun protection, long-lasting makeup, whitening, and oil control have become core keywords in the consumer market.
Especially during the period from April to 618, beauty consumption demand continues to heat up, and the market has broad room for growth. It has become a key window period for major brands to seize market share and achieve performance breakthroughs.
The merchant guidance information provided by Kuaishou e-commerce beauty cross-border industry shows that from the perspective of industry trends, in the field of makeup, base makeup and setting makeup have exploded across the board.
The base makeup category leads the makeup market, with consumer demand for long-lasting makeup soaring 196% year-on-year. Concealing makeup, not taking off makeup, and not sticking to powder have become core pain points; liquid foundation, setting powder/spray, makeup cream, and pressed powder have achieved outstanding growth, with mid-to-high-end makeup priced between 150 and 300 yuan becoming the main force of growth; travel and seasonal changes have driven rapid growth in consumption.
On the skin care track, sun protection leads the way, and the whitening and anti-aging segment is rising.
Sunscreen is firmly the number one growth track in skin care. Sunscreen sprays and sunscreens have exploded in advance, and people are showing signs of stocking up. Whitening, hydration, and anti-aging are the core functions. Niacinamide, salicylic acid, and collagen ingredients are gaining popularity. The potential of eye, lip, men’s skin care, and other subdivisions is highlighted. Affordable and mid-to-high-end sunscreens are growing at the same time.
At the same time, consumers are making more rational purchasing decisions, focusing on brand recognition + functional ingredients, and the characteristics of scenario-based consumption are becoming more and more obvious. Content planting needs to fit the scenario, such as directly targeting user needs such as early morning, staying up late, outdoor travel, etc., which can improve conversion efficiency.
Kuaishou e-commerce beauty cross-border industry recommends merchants to seize the spring and summer promotion cycle, prioritize the three core categories of sun protection, makeup base, and setting makeup, focusing on the core selling points of long-lasting makeup, oil control, whitening, and high-power sun protection. Strengthen ingredient endorsement, cover affordable models, mid-to-high-end models, adapt to diverse consumer groups, and focus on scene-based content cultivation to accurately reach target users and leverage business growth in peak seasons.
Currently, the new spring season activity of “Put Spring Makeup on Your Face” has been launched. Kuaishou e-commerce beauty cross-border industry sincerely invites merchants to participate in the Spring Festival, one-stop to meet the spring makeup consumption needs of seasoned veterans. The platform will also fully support high-quality grass-growing content and benchmark merchants, and open up a full-link operation system of content planting-global exposure-conversion and transaction, to help merchants achieve a leap-forward business explosion and win the dividends of spring consumption growth.
