Reporter |
Edit | Louchanqin
Just experienced a double11of“shopping"Some beauty products are unopened and piled up by consumers, which may be difficult to understand.“Cosmetic repair"Why did this happen?
Recently, some have emerged on social platforms such as Tik Tok and Xiaohongshu.“Cosmetic repair"and“Small sample packaging"The video is equivalent to the secondary processing of cosmetics.
Interface fashion is discovered through browsing.“Cosmetic repair"The projects covered are quite extensive. Among them, the most common thing is to split some broken eye shadow discs, loose powder discs and other powdery makeup products, clean the shell packaging, and re-platen the remaining products. In addition, the broken lipstick can also be restored to its original shape by melting and re-molding.
Furthermore, some makeup repair bloggers will also provide lipstick color change services. Some bloggers have released a video show, changing Barbie powder lipstick sent by customers into brick red by adding lipstick toner and plant mixed oil.
Interestingly, these videos are often accompanied by more dramatic personal stories to attract the audience’s attention and drive them to watch the whole video. In most bloggers’ narratives, besides the reason of thrift, there are many people who value the emotional meaning behind the products, such as gifts from their loved ones and relatives.
The other part of bloggers adopt the popular on the Internet.“ASMR”or“ Immersion type"The practice of video shows the pictures and sounds in the process of disassembly, cleaning and assembly completely, so as to bring visual and auditory sensory satisfaction.
In fact, with the popularity of short videos, such cosmetic modification and packaging have been quite industrialized. Some bloggers will attach personal contact information to social platforms and provide paid services in the form of WeChat orders. Interface Fashion Through consulting a number of bloggers, it is found that the price of refitting is not high, and the service price of a single cosmetic is on average.twentyYuandaothirtyBetween yuan.
At the same time, simple packages of packaging tools such as heating furnace, mold and grinder can even be directly searched on Taobao. This also proves that the phenomenon of cosmetic packaging and modification has been quite popular, and the operating threshold is very low.
Another common project in makeup restoration is to refit the product packaging. For example, dig out some eye shadows with several colors that are more desirable from the original packaging, and then pack them into new packaging to recombine. Or fill an empty makeup tray with different products. What’s more, a number of lipstick or foundation samples will be accumulated and then made into formal clothes.
This also leads to another kind.“Small sample packaging"Category of video. At first, the small sample packaging of perfume category was more popular, because it met the needs of most people to experience more fragrance at the lowest price.
Now, there are more and more samples of foundation, eye shadow, concealer and so on. Similar to German cosmetics brands.KRYOLANPhantom of the Opera’s three-color concealer will often appear in sub-packaging videos, and there are also many merchants selling samples of this product online. original price200complex40Kezheng Concealer can be sold in the form of small sample packaging.300The total price of multiple yuan.
Although such a derivative industry sounds like another one“Wealth password"However, the danger of swimming in the gray area is alarming.
Because cosmetics directly affect the human body, there are quite high requirements and standards for the production conditions and finished product testing of enterprises.“Small workshop style"Reproduction is likely to lead to safety risks such as excessive total number of colonies; On the other hand, the act of repackaging genuine products also infringes on the interests of brands and cannot protect consumers’ after-sales rights. Moreover, with the sample gifts gradually becoming the sales means for brands to sell formal clothes, the prospect of private sub-packaging is actually very limited.
On the other hand, the popularity of cosmetic modification and packaging actually reveals the potential demand of consumers for customized products.
Experience more diverse products at the least cost, and similar product development concepts have actually emerged in some beauty groups. For example, the luxury beauty brand of L ‘Oré al Group.YSLIntroduced a lipstick printer, which can be passedthreeThe tube lip glaze realizes thousands of lip colors;2020In 2006, Amore Pacific launched new attempts in some flagship stores in Korea, such as product renewal, foundation customization and personalized skin care solutions. However, due to the widespread use of customized makeup, the prices of related products are still relatively high.