With the upgrading of the personal care, health and beauty market, the major beauty categories are clear, covering infants, teenagers, middle-aged and elderly people. Amazon sellers need to conduct research and analysis on the beauty market according to the different needs of different age groups. According to the current official data of Amazon, the scale of this category in the three markets of the United States, Japan and Europe has reached 124.6 billion US dollars.
In 2018, Amazon in the United States accounted for 36.5% of the online turnover in the United States, and its Prime members accounted for 43.9% of the total number of people in the United States. The market size of personal care, health and beauty products reached 12.77 billion US dollars.
Prime members in five European Amazon countries reached a population of about 358 million, with a total of 108 million unique visitors per month. In 2017, the market size of personal care, health and beauty products reached 87.486 billion US dollars.
In 2017, Amazon Japan accounted for 20.2% of Japan’s online sales, and the market size of personal care, health and beauty products reached 24.37 billion US dollars.
Through research on the North American beauty market, Amazon found that consumers’ purchasing habits for beauty products are changing. They choose beauty products that meet multiple needs instead of satisfying single needs in the past. There are four specific aspects:
First, technology. Just like the application of technology in blackhead removal devices, blackheads and acne have always been the most troublesome skin problem for female consumers. The first thing they pay attention to is the strong suction effect of the product itself with the help of technology.
Second, price transparency. A large part of the incentive for consumers to buy a product is whether the price of the product is eye-catching. Based on the rapid development of e-commerce, many individual users tend to purchase directly from producers. In addition, the ingredients and performance of some niche beauty brands are not inferior to those of internationally renowned brands. Sellers have a very competitive price advantage in recommending such beauty products.
The third is differentiation, or personalization. For a long time in the future, the main consumers of beauty products tend to be millennials, and their needs are no longer single. Take sunscreen as an example. In the past, consumers tended to choose a sunscreen with a high SPF based on their age group. Now and in the future, consumers have changed from traditional manual application to spray sunscreen, and they also need daily moisturizing. They may even choose different SPFs according to different travel needs. Manufacturers will develop beauty products more and more finely to meet the personalized needs of consumers as much as possible.
The fourth is socialization. On the one hand, manufacturers use store activities, create beauty experts and other traffic marketing, and on the other hand, promote products through word of mouth from consumers. There are many good and bad reviews during this period, but if a beauty product wants to establish a good reputation and credibility, socialization is an indispensable trend.
Official interpretation of the status quo of beauty and personal care categories on the three major sites in the United States, Japan and Europe
There are many beauty products and complex categories. When screening, sellers must understand the products with high market sales and the product features that consumers are concerned about. The hot-selling beauty categories of Amazon’s three sites in the United States, Europe, and Japan include three categories: beauty instruments, beauty tools, and cosmetics and skin care products. Several hot-selling beauty products, including makeup brushes, nail care, eyelash products, hair care essential oils, hair straighteners, and curling irons, are highly praised and loved by all kinds of consumers. They can be used as a reference for relevant sellers:
1. Amazon’s US site
The hot-selling beauty categories of Amazon’s US site are divided into three major categories: beauty instruments, beauty tools, and cosmetics and skin care.
Among them, the hot-selling products of beauty instruments include hair straighteners, electric toothbrushes, facial steamers, LED mirrors, and nail phototherapy devices. The market growth rate is high, the sales of Chinese sellers are high, and a certain share has been obtained in the proportion of Chinese sellers; beauty tools include hair accessories, makeup brushes, beauty eggs, and wigs. The sales of Chinese sellers are high, but there is still sufficient room for development in the proportion of Chinese sellers, and the market growth rate is high; cosmetics and skin care products involve eyelash nutrient solution, nail polish, and plant essential oils. The market growth rate and sales of Chinese sellers are both medium, and there is still sufficient room for development in the proportion of Chinese sellers.
The main hot-selling beauty instruments on Amazon US are hair straighteners, water flossers, nail light therapy lamps, facial steamers, and LED makeup mirrors. As the beauty market continues to see the emergence of products that apply LED, ultrasound, and electronic technology to beauty instruments, the market demand for home beauty instruments is increasing.
The long-term hot search and hot-selling beauty tools on Amazon US include makeup bags, wigs, acne needle sets, makeup brushes, and headwear.
1. Makeup brushes & beauty eggs
Product features that consumers are concerned about: handmade, with high-quality soft bristles, synthetic fiber bristles are the most suitable, and a multi-piece set of facial, eye, and lip makeup brushes should be included, durable and not prone to bacteria, and a portable storage bag is given as a gift.
2. Wigs
Product features that consumers are concerned about: made of real human hair, the wigs have a high density of hair, and they should be comfortable and breathable to wear; the style is novel, and the quality should be able to withstand high temperatures and be styling.
2. Amazon Europe
The best-selling beauty categories on Amazon Europe are different from those on Amazon US. The best-selling beauty categories on Amazon Europe are divided into four categories: hairdressing & styling, nail care, beauty products and tools, and skin care products.
It is reported that the hot-selling products in the Hairdressing & Styling category of Amazon Europe include curling irons, straightening irons, beard care sets, skin care essential oils, hair growth liquid and massage combs. Chinese sellers have already accounted for a certain share, and the market growth rate and sales of Chinese sellers are high; the nail care category involves nail light therapy lamps, nail polish, nail clippers, nail care oil and polishing and nail removers. The proportion of Chinese sellers in this category is relatively mature, and the market growth rate and sales of Chinese sellers are also high; the beauty products and tools category includes six products: mascara, false eyelashes, eyelash nutrient solution, body painting, makeup brushes and beauty eggs. Chinese sellers have high sales and the market growth rate is only medium, but Chinese sellers have already accounted for a certain share; the skin care products category is mainly blackhead removers and facial masks, with a high market growth rate, and the sales of Chinese sellers are medium, and there is still sufficient room for development of the proportion of Chinese sellers.
1. Beard Care Set
Product Features of Consumers: The set should include all tools, the brush should be made of sideburns, and the rest of the products should be natural, without additives or irritating chemicals, and will not irritate the skin.
2. Hair Care Essential Oil
Product Features of Consumers: It uses natural ingredients such as plant oils to effectively reduce hair loss and has a certain hair growth effect. It is suitable for all skin types, does not damage the scalp, and has no irritating odor.
3. Massage Comb
Product Features of Consumers: The product material is preferably natural sideburns with a log or bamboo handle, which can smooth the hair and prevent knots and breakage; it can be used in dry or wet hair, suitable for all hair types, and has a massage effect on the scalp.
4. Nail Clippers
Product Features of Consumers: The material of the nail clippers should be stainless steel blades, with a thoughtful non-slip grip, and with a multi-piece set, which can be used to cut smoothly and effectively prevent nail cracking.
5. Nail care oil
Product features that consumers are concerned about: The ingredients used are pure natural plant ingredients, which can repair all kinds of nail problems of consumers. The brush head is soft, the application effect is delicate, and there is no irritating smell.
6. Polishing and nail polishing machine
Product features that consumers are concerned about: It is suitable for polishing, cutting, engraving and polishing of various nail art. The steering and speed can also be adjusted according to needs. It is easy to operate with both left and right hands. It has low noise, small vibration, and runs smoothly without hurting hands.
7. False eyelashes
Product features that consumers are concerned about: It uses high-quality artificial fibers, the material is soft, and it will not irritate the skin around the eyes; multiple pairs of sets, the style must be super long and thick.
8. Blackhead remover
Product features that consumers are concerned about: The product itself needs to have a strong suction effect, and consumers can experience obvious effects after use; the beauty head can be replaced at will to adapt to the needs of different skin and parts of consumers, and can meet the needs of adjusting gears, charging, and battery life.
9. Facial mask
Product features that consumers are concerned about: This tear-off blackhead removal mask emphasizes the safety and harmlessness of the formula and ingredients, and has a mild texture that reduces facial irritation.
3. Amazon Japan
The hot-selling beauty and cosmetics categories on Amazon Japan are mainly some beauty tools and accessories: beauty devices, makeup mirrors, storage boxes and hair cutting tools.
1. Beauty device
Product features that consumers are concerned about: It adopts a Y-shaped and 3D stereoscopic design, combined with a streamlined handle that is suitable for hand holding, which is light and comfortable to use; the solar panel on the handle absorbs light to generate “microcurrent”, which is low-carbon and environmentally friendly, and also has a waterproof structure.
2. Scalp cleaning brush
Product features that consumers are concerned about: This type of product is mainly aimed at male customers, has a deep cleansing effect, does not harm the scalp, and can promote the blood circulation function of the human body to a certain extent.
3. False eyelashes
Product features that consumers are concerned about: Compared with some products in the European and American markets, this type of eyelash products has fewer roots and shorter lengths, with an average specification of 106 roots and a length of 6.8mm; the material is soft and not easy to fall off, and will not irritate the skin around the eyes.
4. Cosmetic packaging containers
Product features that consumers are concerned about: The sealing must be good, easy to place in bags and suitcases to carry out; the texture is soft and easy to squeeze, and most importantly, the material is safe, does not produce harmful substances, and is easy to clean.
Based on the hot-selling and hot-selling beauty categories on Amazon’s three sites in the United States, Europe, and Japan, Amazon’s platform Global Selection recommends makeup brushes, nail care, eyelash products, straightening and curling irons with high market growth rate, proportion of Chinese sellers, and sales of Chinese sellers.
In addition, industry insiders also suggested:
First, when sellers choose popular beauty products, they need to pay attention to the product’s own hygiene review, professional certification and patent authorization to reduce unnecessary sales risks;
Second, when sellers arrange some advertising searches, they must make precise budget control, and it is best to directly hit a potential demand of consumers and explore the differences from other products to control costs;
Third, the after-sales situation of the product must be taken into consideration. Some products may be damaged during transportation, and consumers may encounter large and small problems during use and need to return or exchange the products, which is a huge loss for merchants.