Lapho Ukungabaza Gqoka Okubomvu!
Ngingafakaza; abesifazane abasebasha, abanamandla amakhulu, abazinikele babeminyene e-Metropolitan Pavilion yaseNew York, bephusha futhi besunduza ukuze bafinyelele kubathengisi ababehlohla ngokushesha izinhlobo zabo ezizimele zezimonyo nemikhiqizo ye-skincare ezikhwameni zokuthenga.
Kwakuwusuku olubandayo, olumanzi, olunzima - amasonto ambalwa ngaphambi kukaKhisimusi. Imigwaqo yayicishe ingabi nalutho; abambalwa kuphela abathengi abanesibindi ababenesibindi ngokwanele futhi bekhathazekile ngokwanele, ukushiya ukunethezeka kwamasofa abo ukuze babhekane nenselele yokuthengela abangani nomndeni.
Izindawo eziminyene beziminyene ngabadwebi bezimonyo abangochwepheshe nosomabhizinisi abakhuthele bezobuhle/bezokunakekelwa kwesikhumba kuyilapho inqwaba yabesifazane abasebasha bebazungeza befuna imikhiqizo, iseluleko, ngisho nokugona. Uma othile ovela kwenye iplanethi efika kulesi sikhala, babeyokholelwa ukuthi leli kwakuyithuba lokugcina lalaba besifazane abasebasha lokuthenga izimonyo.
Kungase kube nokukhathazeka ngokwehla kwezindleko ezitholakala kusukela kubanikazi bamakhadi esikweletu besifazane abaneminyaka engu-18-35; kodwa-ke, uma kukhona owayeqaphe amarejista emali I-Makeup Show amatafula abadayisi, ungaqonda ngokushesha ukuthi ukuthengwa ngokushesha kwama-eyeshadow, ama-mascara, namawigi, okuletha ukumamatheka okubanzi ebusweni obuningi, kwaba umphumela walaba bathengi abanamandla aphezulu bakwazi ukufinyelela inhlobonhlobo yezimonyo.
I-TABS Analytics, ocwaningweni lwayo lwesibili lwezimonyo lwase-US lwaminyaka yonke, ithole ukuthi abesifazane beminyaka eyinkulungwane (18-34) bachitha imali eningi emikhiqizweni yobuhle futhi banethuba eliphindwe kabili lokuba abathengi abasindayo (ukuthenga izinhlobo eziyi-10+ zemikhiqizo ngonyaka) futhi babala 47 amaphesenti abo bonke abathengi abakhulu.
I-MakeUp = Ukugeleza Kwemali Okuhle
Imboni yezimonyo ingenye yezimakethe zomhlaba ezibaluleke kakhulu, kanti i-USA ithatha isikhundla esikhulu kulesi sikhala. Inani elikhulu kakhulu labantu ezweni lonke abathenga ukunakekelwa komuntu siqu nemikhiqizo yobuhle liyamangalisa:
Ilinganiselwa ku-$49.2 billion ekhiqizwa ngokudayiswa kwezimonyo e-USA unyaka ngamunye; $500 billion emhlabeni jikelele.
Ngo-2020, iNyakatho Melika yaba nama-24% emakethe yezimonyo yomhlaba. Izinombolo zamanje zibeka isifunda sase-Asia Pacific njengomthengi omkhulu wezimonyo. Ngaphakathi kwemakethe yezimonyo yaseYurophu, iJalimane yasebenzisa inani elikhulu lezimonyo ngo-2021, inani elilinganiselwa ku-13 billion wama-Euro. Lokhu kwalandelwa yiFrance ne-Italy, cishe ngama-Euro ayizigidi eziyizinkulungwane eziyi-12 kanye nama-Euro ayizigidi eziyizinkulungwane eziyi-10.6, ngokulandelana.
Ngokwesilinganiso, abantu baseMelika bachitha kusukela ku-$110 - $313 kuzimonyo inyanga ngayinye.
Imikhiqizo ye-Skincare ithatha amaphesenti angama-42 emboni yezimonyo, emele ingxenye enkulu yemakethe.
Ukubaluleka Kwezokuxhumana
- Ngo-2020, noma kunobhadane lomhlaba wonke futhi bonke bevaleleke ezindongeni zabo, imboni yobuhle, nezimonyo yehle ngamaphesenti ayi-8 kuphela.
- Cishe amaphesenti angama-61 abo bonke abathengi bobuhle balandela imikhiqizo yezimonyo noma abavakashele uhlobo oluthile ezinkundleni zokuxhumana (Juni 2019), okwenza ukusebenzelana kwezokuxhumana kubaluleke kakhulu ezinkampanini zezimonyo.
- Inkundla yezokuxhumana ingumholi ekuletheni ulwazi lwezimonyo kubathengi okuvumela imikhiqizo ukuthi isungule ukwethembana kumakhasimende abo futhi imakethe imikhiqizo yabo ngendlela efanele.
- Izilinganiso ziphakamisa ukuthi amaphesenti angama-37 abathengi ngokuvamile athola izinhlobo/imikhiqizo emisha yezimonyo ngezikhangiso zenkundla yezokuxhumana.
- Amaphesenti angu-66 amakhasimende athola amabhrendi ezinkundleni zokuxhumana ngenxa yezibuyekezo emakhasini ezokuxhumana omkhiqizo, kanye nokuthunyelwe okuvela kuma-blogger angochwepheshe kanye nokuvumela kosaziwayo.
Ubuholi Bebhrendi
Inhlangano yamazwe ngamazwe eseFrance, L'Oreal, eyasungulwa ngo-1909, iyifemu yobuhle enkulu kunazo zonke emhlabeni ethengiswa ngenani lamaRandi ayizigidi eziyizinkulungwane ezingu-34. Ngo-2021, amaphesenti angama-20 emboni yezimonyo ephethwe yinkampani ahlanganyela eNtshonalanga Yurophu. I-Unilever PLC, inkampani yaseBrithani yamazwe ngamazwe, yaqala ngo-1929, yathumela amadola ayizigidi eziyizinkulungwane ezingu-26, futhi isendaweni yesibili esiteji somhlaba. Le nkampani isabalalisa imikhiqizo emazweni ayi-190 anezitolo eziyizigidi ezingama-25 emhlabeni jikelele. Le nkampani ingumnikazi wemikhiqizo yabathengi ephezulu engama-50 emhlabeni jikelele.
Eminyakeni emibili edlule abakwa-eTN babuze ukuthi kufanele yini zonke izimonyo zibe Izimonyo zeHalal.
Izimonyo. (2022, Disemba 29). Ku-Wikipedia.
Indawo yesithathu ibanjwe ngabakwa- Izinkampani ze-Estee Lauder esizinze e-US. Yaqala ngo-1946, ithumela ukuthengisa okubiza amaRandi ayizigidi eziyizinkulungwane ezingu-16 futhi imele imikhiqizo engaphezu kuka-25 yokunakekelwa kwesikhumba, izimonyo, amakha, nezinwele ezithengiswa emazweni angu-150 ngaphansi kwamagama emikhiqizo ahlanganisa u-Estee lauder, Aramis, Clinique, Lab series, Origins. , Tommy Hilfiger, DKNY, MAC, la Mer, Bobbi Brown, Aveda, Jo Malone London, Smashbox, Michael Kors, Darphin Paris, Tom Ford Beauty, Ermenegildo Zegna, Serin, Bumble, and Bumble, Le Labo, Glamglow Killian Paris, Too Ubuso, uDkt. Jart, Ojwayelekile kanye ne-NIOD.
Ukulawula indawo yesine Inkampani yeProcter & Gamble eyasungulwa ngo-1837 futhi irekhoda ukuthengiswa kwezigidigidi ezingu-14.4 zamaRandi. Imigqa yomkhiqizo ihlanganisa i-Head & Shoulders, Rejoice, Herbal Essences, Pantene, Olay, Safeguard, Old Spice, Secret, kanye ne-SK-11. UShiseido, ongowamazwe ahlukahlukene waseJapan, ubambe indawo yesihlanu emakethe yomhlaba futhi wathumela izithengiso ezingaphezu kwezigidigidi ezingu-9 zamaRandi. Enye inkampani yezimonyo ehamba phambili (kanye nomholi wemakethe kusukela ekuqaleni kwekhulu lama-20) ivikelwe yi-Bath & Body Works, ebambe indawo yesithupha. Yaqalwa ngo-1990, le nkampani yamazwe ngamazwe ezinze e-US iyifemu yobuhle ehamba phambili ethengisa ngenani lamaRandi ayizigidi eziyizinkulungwane ezingu-7.9.
UJohnson noJohnson ithatha indawo yesi-7. Yasungulwa ngo-1886, lokhu kuthengiswa kwamarekhodi ezizwe ngezizwe okuzinze e-US ku-$7.7 billion enemikhiqizo ehlanganisa i-Johnson Baby Products, i-Aveeno, i-Clean & Clear, i-Lubriderm, i-Neutrogena, i-Vivi, ne-Bloom. Endaweni yesishiyagalombili kune-LVMH ezinze eFrance. Inhlangano egxile kokunethezeka, irekhoda ukuthengiswa kwezigidigidi ezingu-7.5 zamadola ezinkampanini ezihlanganisa i-Christian Dior, Miss Dior, J'Adore Infinissime, kanye ne-Rouge Dior makeup. Le nkampani futhi ingumnikazi weTag Heuer, Louis Vuitton, Givenchy, Tiffany & Co., Bulgari, Acqua Di Parma, kanye noMarc Jacobs Beauty.
Kuyafunwa/Okufunwayo
Ngo-2020, cishe ama-dollar ayizigidi eziyizinkulungwane ezingama-1.96 enziwe ngokuthengiswa kwezimonyo zamehlo kwathi ama-dollar ayizigidi eziyizinkulungwane eziyi-1.9 akhiqizwa ngokuthengiswa kwezimonyo zobuso. I-mascara yayiwumkhiqizo onenzuzo kakhulu engxenyeni yezimonyo zamehlo, ilandelwa izingcweti zamehlo, izithunzi zamehlo, nezimonyo zamashiya. I-Neutrogena makeup removers yayingumkhiqizo onenzuzo kakhulu engxenyeni yezimonyo zobuso.
Ulta Beauty ingumdayisi ohamba phambili wezempilo nobuhle e-US. Ngo-2019 isitolo sobuhle sikhiqize cishe amaRandi ayizigidi eziyizinkulungwane ezingama-7.4 ekuthengisweni kwezitolo. I-Sephora yayingemuva kwe-Ulta ekhiqiza ama-dollar ayizigidi eziyizinkulungwane ezingama-5.9 ekuthengisweni kwezitolo ngonyaka ofanayo.
Inkomba ye-Lip Stick: Inkomba Yezomnotho
Isungulwe yindlalifa ka-Estee Lauder, usozigidigidi uLeonard Lauder waphawula ukuthi, ngezikhathi zokwehla komnotho, lapho ukusetshenziswa kwemali kwabathengi kuvame ukwehla, ukuthengiswa kwemikhiqizo yakhe kwanda ngempela. Wacabanga ukuthi nakuba abathengi bengase banciphise izinto abazikhethayo, basasebenzisa imali “ekuzijabuliseni okuthengekayo” ngokuzala i-Lip Stick Index.
I-Lipstick ayithinteki ngenxa yengcindezi yokwehla kwamandla emali futhi umkhiqizo unikeza amamajini enzuzo ebanzi. Ishubhu le-lipstick likhiqizwa ngenani elilinganiselwa ku-$2.50 futhi abesifazane bazimisele ukusebenzisa imali engaphezu kuka-$35 (okungukuthi, umbala womlomo we-Christian Louboutin Velvet Matte: $90 e-Sephora; umbala wezindebe we-Bond #9: $105 e-Bloomingdale’s).
Imboni yezimonyo ayihambisani nezinye izintengo zomkhakha. I-NielsenIQ ibike ukuthi nakuba amanani ezimpahla ezipakishwe ngabathengi enyuke ngamaphesenti angu-8 ekupheleni kuka-2021, izimpahla zezempilo nezobuhle zikhuphuke ngamaphesenti angu-4 kuphela. Ngokungafani nemikhiqizo yokudla noma izinto zikagesi, izimonyo azithintwa njengezintengo zamandla, ngale kwezindleko ezihambisana nokupakishwa nokuthunyelwa.
I-lipstick inikeza abasebenzisi okuthile okungaphezu kwezindebe ezimibalabala.
Kuwo wonke umlando, abesifazane bahlobanisa ukufakwa kwezimonyo njengesenzo sokudelela nenkululeko. Izazi zokusebenza kwengqondo zixhumanise i-lipstick enombala ogqamile (okuhlanganisa ne-applicator emise okwenhlamvu), njengendlela yesivikelo noma isivikelo emhlabeni. NgoJuni 2022 (umbiko weNPD Group) uthole ukuthi ukuthengiswa kwe-lipstick kukhuphuke ngamaphesenti angama-48 ngaphezu kuka-2021.
I-Makeup Show (TMS)
I-MakeUp Show/Shop ingumcimbi owamukelekayo eNew York Manhattan, njengoba yenza abathandi bemfashini bakwazi ukuthatha imikhiqizo yabo eyintandokazi yokwenza izimonyo nezinwele endaweni enikezelwe kubo kanye nokomela kwabo ukufinyelela ngokushesha kuma-makeup nama-skincare brand angaphezu kuka-40 endaweni eyodwa. isaphulelo sobuchwepheshe nezintengo zokuthengisa zesampula. Esinye isisusa esingeziwe sokuhambela lo mbukiso yithuba lokuthintana nabaculi bezimonyo abangochwepheshe okuhlanganisa u-Renny Vasquez omele u-Pat McGrath Labs, u-Jake Aebly (i-Alcone Company) ofundisa nge-Glitz no-Glam, no-Danessa Myricks, umdwebi nomnikazi womkhiqizo.
© UDkt Elinor Garely. Lo mbhalo we-copyright, ofaka nezithombe, awunakukhiqizwa kabusha ngaphandle kwemvume ebhaliwe evela kumbhali.
