Fast Fashion, Sports Brand, Luxury Goods, And So On.

The beauty of cosmetics seems to be becoming a piece of meat and potatoes in the eyes of clothing brands. 2019, just after the beginning of the year, the news about clothing brand and make-up is endless.

In the first year of the year, PUMA and Maybelline jointly launched a limited edition beauty series featuring Street trend. This series uses super saturated colors and sells for durability, attracting a group of consumers who love sports and street culture. This is not the first time that PUMA has crossed the border to make up make-up. In the past, PUMA has also launched lipstick with MAC.

Then, in February 13th, Victoria Beckham announced on Instagram that it will launch its own beauty care brand Victoria BeckhamBeauty this fall. In 2018, Beckham launched a personal skin care brand House 99 with L'OREAL.

After a month, the French luxury group Herm s announced that it would enter the field of beauty makeup and formally launched its first beauty series in 2020. "This will be a project to inherit the spirit of Hermes," he said.

Recently, according to the April 3rd official website of the Canadian Yoga sportswear brand Lululemon, the company plans to launch a protective product line later this spring, and the "functional" protective products developed are mainly used in daily sports scenes.

In December last year, ZARA launched a make-up market again, and in September last year, GUCCI opened a new account of "guccibeauty" in social media Instagram. It intends to reopen the beauty market. There are many fast fashion brands including Forever21, H&M, Topshop, etc., which have been in the beauty industry for a long time.

As we all know, the clothing industry in 2018 did not do well in business. It is understandable that the clothing brand is looking for new growth points. But why is it just beautiful?

According to the publicly available data, the cosmetic industry has already surpassed the apparel industry, and its clothing is becoming more and more difficult to sell at the moment. The beauty line helps improve brand performance. It is not difficult to understand why more and more clothing brands are entering the cosmetics business.

In addition, over the past year, the cross border marketing of "beauty" and "the Imperial Palace" IP has created numerous explosions, and the lipstick introduced jointly with the beauty makeup brand run Bai Yan is a good example. Although this kind of cross border make-up is expensive, but because of its unique cultural elements and good performance, it caters to the consumer psychology of young consumers in pursuit of quality and unique personality. In this way, if there is a profound clothing brand such as luxury brands, and the introduction of brand make-up series by brand culture, there must be a story to tell.

Finally, the entry threshold of the beauty industry is relatively low, and the products are low in price. Many brands, especially luxury brands, have the existence of OEM products in the early morning. Therefore, the difficulty of opening the beauty product line is not high, and the rewards are considerable.

If fashion is a major category, clothing is only one of the most famous categories in this category. Make-up, skin care, accessories and so on belong to this category. Therefore, clothing brand development will not make people feel very abrupt. Next, we should develop the beauty dressing line. Clothing brands need to pay attention to brand product design, product safety, marketing strategy and so on. Compared to the clothing industry, the beauty industry is a growing young market. The industry in China has not yet reached the end of the current beauty industry structure, and the beauty industry will be promising.