For a long time in the past, the domestic hair care market has been focusing on anti-dandruff, anti-itching, smoothness and other functions. The emergence of Ziyuan in 2014 has popularized the concept of “silicone-free”, coupled with the subsequent rise of sulfuric acid-free With the concept of salt, the wash and care market has gradually shifted from pure efficacy appeal to health + efficacy, hair care to scalp care. Compared with these concrete effects, can scents judged purely by personal senses really lead a new trend?
“With the upgrading of consumption, in addition to meeting basic functional demands when choosing washing and care products, more and more consumers are beginning to seek to satisfy emotional demands and enhance the sense of ritual in daily washing and care.” In Unilever According to Zhao Wenfeng, marketing director of the hair care category in China, young consumers are more eager to have a natural body fragrance than to deliberately use perfume, and this is why fragrance washing and care came into being.
At present, the usage rate of perfume/fragrance among domestic consumers is not high. Fragrance care products with lighter fragrance and lower unit price do have advantages.
“Traditional toiletries also have fragrances, but millennial consumers have a more advanced pursuit of fragrances in fragranced toiletries. The ability to highlight their own uniqueness and the longevity of the fragrance are what users focus on when purchasing fragranced toiletries. aspect.” Zhao Wenfeng said that this has given rise to the rise of more professional fragrance care products in terms of fragrance development.
“In countries such as Europe, America, Japan, and South Korea, fragranced care products have become very common, and consumers are very concerned about the fragrance of care products.” Zhou Changlei, general manager of Aikai (Shanghai) Trading Co., Ltd., a subsidiary of Aijing Group, told reporters that he is responsible for Aijing Dermamore’s fragranced cleaning and care products operating in China account for one-third of the cleaning and care products. Next, we will increase our efforts to introduce more fragranced cleaning and care products to the Chinese market.
Data from iResearch’s “2019 Chinese Fragrance Shampoo Product User Insights White Paper” shows that the sales of hair care products with “fragrance” as the selling point increased by 26.7% year-on-year in 2018, a growth rate higher than that of online shampoo and online shampoo products. Top wash and conditioner for overall hair.
With the resurgence of scented care products, Zhao Wenfeng believes that the current care market has fully entered the 3.0 sensory new era and will change the traditional care market structure.
