In recent years, with the development of social economy and the improvement of people's living standards, consumers' pursuit of beauty has become more and more personalized and diversified. In this context, "self-pleasing consumption" came into being and has become a bright spot in the contemporary consumer market. Cosmetics industry, as an important area of self-pleasing consumption, is facing unprecedented development opportunities.
"Self-pleasing consumption" refers to the consumption behavior that consumers pay more attention to self-emotional needs and personalized expression on the basis of satisfying basic life needs. In the cosmetics sector, this trend manifests itself in consumers' pursuit of quality, effect, brand story and so on, rather than just the price of the product. More and more consumers are willing to pay for high-quality cosmetics to achieve self-value enhancement and personality display.
On the one hand, the domestic cosmetics market is becoming increasingly prosperous, and various local brands are rapidly rising and fiercely competing with international brands. These local brands have successfully won the love of consumers by accurately grasping the needs of domestic consumers and digging deep into traditional Chinese cultural elements. On the other hand, with the popularity of the Internet and the rise of social media, consumers have more and more diversified channels to obtain cosmetics, and online shopping has become the mainstream. This makes cosmetics companies need to constantly innovate marketing strategies to adapt to changing consumption scenarios.
Under this trend, how should cosmetics companies respond? First, companies should dig deep into consumer needs and develop more personalized and targeted products. Secondly, enhance the dissemination of brand stories and values, so that consumers can enjoy the product at the same time, but also feel the positive energy delivered by the brand. Finally, enterprises also need to constantly innovate marketing strategies, using big data, artificial intelligence and other technical means to achieve precision marketing.