Ye Xinran, a reporter from Economic Observer Network, found several major trends in the five and six pavilions, which mainly focus on consumer goods such as cosmetics, household products, etc.: the rise of personalized customization with the help of science and technology, the emergence of more diversified product solutions, and the wide application of carbon reduction, environmental protection, and sustainable materials.
In the exhibition hall of the Expo, Hall 6.2 is particularly lively. International cosmetics brands are standing nearby, and the booth will distribute gifts irregularly. You can often see long lines at the entrance of each booth. More than that, many brands placed professional skin detection instruments in the exhibition hall for consumers to conduct skin detection, which also attracted consumers' queuing experience.
For example, at Huawang's booth, the reporter noticed that there was an instrument called "RNA monitoring technology". It was introduced that this technology could extract and analyze about 13000 kinds of RNA information that changed with the environment from sebum, so that brands could provide targeted product solutions for consumers. At the same time, because of the combination of AI technologies such as mechanical learning and deep learning, Kao hopes to promote the research of skin state prediction and body state visualization in the future through this technology.
At L'Oreal booth, a "lipstick printer" with "black technology" attracted the attention of reporters. The shape of this printer is similar to a cup, which can be held by one hand. Take off its cover, and there are three tubes of lip glaze inside. Depending on these three tubes of lip glaze, thousands of lip colors can be made. According to the booth staff, the color mixing process of lipstick depends on the mobile phone APP. The lip glaze can be printed in a few seconds, and the amount of lip glaze can also be selected.
It is reported that this technology was unveiled in the Expo last year, and this year it was commercialized by the beauty brand Saint Laurent.
In addition to the above products with a sense of science and technology, the reporter noticed that at present, the skin care industry is building the concept and technology of "second skin". For example, Shiseido released the technology known as "throwing the muscle of the sun" during the Expo. According to the reporter's experience on the booth, the product is applied to the skin. After a moment, the product will form a colorless film on the skin, which can be integrated with the skin and can not be seen by the naked eye. According to Shiseido's introduction, "Sun Throwing Muscle" is intended to create invisible artificial skin. At present, this technical product is mainly used to fade eye bags and fine lines around the eyes.
In addition, Shiseido also released relevant technologies for skin visualization. The technology, known as "skin elasticity visualization", can realize micron level skin detection and analyze the characteristics of the stratum corneum. This technology is mainly used to prevent potential wrinkles and improve true wrinkles.
Shiseido China CEO Gentaro Fujiwara pointed out that at present, because the information is sufficient, consumers' needs for themselves are becoming more and more clear, and their needs are becoming more and more diversified, so if you want to win over Chinese consumers today, you need to provide them with real beauty solutions based on their needs.
At Huawang's booth, the reporter also saw the relevant technologies focusing on "my second skin". According to the reporter's experience on the booth, for the first time, the beauty solution was applied to the skin, and then the instrument was used to directly spray superfine fibers on the skin surface. Soon, an ultra-thin film would be formed on the skin. It is reported that this technology is mainly used to reduce the evaporation of skin moisture.
In addition, inviting consumers to create in depth is also one of the major trends. Kao displayed a material that is "neither solid nor liquid". The staff smeared the material on the skin of the experimenter, and invited the experimenter to record his feelings and the effects he hoped it would play on the nearby screen. The big screen will display the product creativity in real time. It is reported that in the future, the product will be developed and created in combination with the interactive experience of consumers.
In addition to the above performance, carbon reduction, environmental protection and the use of more sustainable materials are also a major feature of current consumer goods. More skin care and beauty brands began to introduce replaceable products, that is, product packaging can be recycled. Take Shiseido for example, which announced the goal of achieving 100% sustainable development of container packaging by 2025.
Moreover, taking Lizhu Group, a manufacturer of sanitary and home decoration products, as an example, this year it set up a booth with the theme of "carbon neutralization", "low energy consumption" and "water conservation". In the "Carbon Neutralization" exhibition area, the reporter noticed that the German Gaoyi Polan enhanced bubble water system can provide direct drinking bubble water, which is intended to reduce the use of disposable water bottles by consumers, thereby reducing the emissions of plastic and carbon dioxide.
In the "Water Saving" exhibition area, the reporter noticed that the faucet of German Gaoyi can increase the water consumption from 10 liters to less than 6 liters per minute; At the same time, American Standard's water-saving toilet products use the dual swirl flushing platform. It is reported that the dual stall water-saving can save 40% of the water consumption. Tao Jiang, global senior vice president of Lizhu Group and CEO of Lizhu Water Technology Group in Greater China, pointed out that bathroom space, as a key area of household water consumption, is the most important to improve the utilization rate of water resources in daily life.
Tao Jiang said that the consumption concept of environmental protection and health has become more and more popular in recent years, and the elements such as environment-friendly home materials have gradually been taken into consideration by consumers. Green and environment-friendly home products and solutions will also become a new trend of consumption. How to take advantage of the momentum to expand this breakthrough is also a problem that practitioners need to think about together. Moreover, the rise of diversified consumer groups, such as residential economy, silver economy, etc. Home economy, zero contact interaction and other concepts point to the development of smart home, while silver economy focuses on barrier free and humanized design of products. Consumers' demand for brands and products is developing in a diversified direction. Not only different age groups, but also different cultural backgrounds, regions and other factors will affect consumers' demand and preference.
Fujiwara also pointed out that more and more young consumers are paying attention to whether the brand has sustainable development measures, so as to build more trust in the brand.
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