Analysis of Xiaohongshu beauty users’ insights

We know that the beauty industry is one of the most popular and hottest fields in Xiaohongshu, so what kind of user groups are there in the beauty ecosystem of Xiaohongshu? Below, Qianmo analyzes and explains the beauty industry user report shared by Xiaohongshu.

1. Beauty User Profile

The beauty user group of Xiaohongshu is basically dominated by women. In terms of age, Qianmo initially thought that most of them were born in the 1990s. After all, according to previous data, 7 out of 10 users on the Xiaohongshu platform are born in the 1990s. If it is subdivided into industry fields, the difference should not be much. However, it was discovered that those born in the 2000s are the main C position, followed by those born in the 1995s, and finally those born in the 1990s.

Although the official team of Xiaohongshu adopts the form of online questionnaire survey, from the data level, the younger the beauty users are, the more they are concerned about their own beauty. This is related to the fact that more and more young people in today's society are experiencing appearance anxiety, as shown in the relevant white paper data reports on Chinese medical beauty.

Another thing is that their educational level is quite high. Most of them have college degree or above, and nearly 70% have bachelor's degree or above. This also means that high education usually corresponds to high income, so personal spending capacity is often not bad. Therefore, this is a group of beauty users with high consumption potential and high cognition.

This also tells brands that they really can’t fool around with marketing promotion on Xiaohongshu. Otherwise, they can only go to the minefield of negative notes on Xiaohongshu to salvage their own brand words, especially when others have pictures and facts and good writing skills. . .

When it comes to their spending power for beauty products, the time period here is half a year. Comparing the two categories of skin care and makeup, the amount of money they are willing to invest in skin care is much greater than that in makeup. The simplest and most obvious aspect is often reflected in the purchase of functional combinations between the two categories.

2. Accept the conversion of grass planting

From the perspective of conversion of beauty products, nearly 90% of Xiaohongshu beauty users said that they purchased brand products that were recommended to them. During this period, they also used three behavioral tracks as signals of interest in the products in front of them, such as liking and collecting notes, and actively searching for related brand product information with high frequency characteristics.

This is also the main core purpose of brands in conducting content marketing promotion on Xiaohongshu, namely to complete the grass-planting stage.

From another consumption decision-making perspective of beauty users, the purchase of cosmetics products is more easily influenced by current popular trends, while the purchase of skin care products is more easily influenced by skin care concepts.

Another thing is that no matter whether it is skin care products or cosmetics, they understand the preferences for new products in the beauty industry. Compared with short videos and e-commerce platforms or recommendations from people around them in life, these beauty user groups will focus more on the Xiaohongshu channel to learn about new species emerging in the beauty industry.

3. Choose blogger preference

Brands are naturally inseparable from Xiaohongshu's bloggers when they are promoting products on Xiaohongshu. So what do these beauty users think of Xiaohongshu's bloggers? Understanding this can help industry brands add a reference dimension when selecting bloggers.

In terms of their browsing and reading preferences for the notes on Xiaohongshu, they will give priority to content from bloggers in their favorite beauty field, rather than notes shared by celebrities or official brand accounts. The same is true for their willingness to accept content recommendations for products, with most of them only accepting recommendations from bloggers.

Qianmo believes that this is a potential psychological factor of consumer users. Due to historical reasons, most people think that the content of notes endorsed by brand accounts or celebrities are mostly advertising content, but this is indeed the case.

The preference for content published by beauty bloggers is mainly focused on the sharing of tips by beauty bloggers, product trials and reviews, and the latest skin care concepts or makeup trends. This also explains why the featured products of most emerging beauty brands can quickly rise and seize the sales charts of other e-commerce platforms after being baptized by Xiaohongshu.

The strong grass-planting connection attribute of the brand can be said to be fully utilized. So as to whether the grass-planting attribute of Xiaohongshu has weakened, Qianmo thinks that if we add a factor of product strength to consider at the same time, there may be a new point of discussion.

Finally, from the perspective of beauty bloggers’ personalities, it seems that the deployment of creative and interactive content on the Xiaohongshu platform is not very important.

4. Beauty Brand Mindset

1. Skin care brands

When it comes to choosing skin care brands, beauty users generally prefer foreign brands, while they are more inclined to choose emerging domestic brands. The priority for using some classic domestic skin care brands is not that high.

Another point is that for beauty users, domestic emerging brands are equivalent to foreign mid-range brands in their psychological accounts. As for comparable foreign high-end skin care brands, the sense of technology brought by the functional ingredients will be the core point that triggers the highest expectations of beauty users.

In terms of skincare brand selection decisions, as users continue to accumulate beauty knowledge, their consumption decisions tend to be calm and rational. Therefore, they will examine brand characteristics and product advantages from multiple dimensions. It can be found that brand reputation is the core of attention, which can directly affect the seeding and user purchasing behavior.

2. Makeup brands

The choice of makeup brands by Xiaohongshu beauty users is slightly different from that of skin care users. It can be found that they tend to prefer foreign high-end brands. From the perspective of pricing alone, the correct pricing decision can theoretically directly grab the market share of those foreign popular brands, including some foreign high-end brands.

Beauty users, whether they are interested in skin care products or makeup products, always give priority to content related to brand reputation. Qianmo believes that this platform currently has the most characteristics for brand word-of-mouth marketing.

V. Summary

Xiaohongshu's beauty users are mainly a group of women with high awareness. The younger they are, the more they pay attention to the beauty sector. In Xiaohongshu's beauty industry, people born after 2000 are the C position. Xiaohongshu's beauty users are willing to spend more on skin care than on makeup.

Xiaohongshu beauty users’ purchasing motivation for skin care products is easily influenced by their current skin care concepts, while the influence on cosmetics mainly comes from the popularity of fashion trends.

When it comes to the approval rating of content by Xiaohongshu beauty users, they only tend to favor beauty bloggers and their social circles. The so-called amateur bloggers’ approval rating has little impact in the beauty sector.

The above is for reference only, I hope it is useful to you.

Author: Ckay