Exquisite makeup has become the "soft power" of camping, and the sales of vipshop outdoor beauty and skin care products have surged

“ In the circle of friends on weekends , Not camping , On the way to camping ”. For those who love city camping 90 Later, the girl chenjul said , Camping is not only about creating an atmosphere , More delicate pieces . She hasn't bought makeup for a long time because of the epidemic , Recently, it has been purchased urgently “ Travel restrictions ” Make up tray , Just to go to the urban green space with beautiful makeup .

Skyline 、 Folding chair 、 Wild dining table 、 kerosene lamp …… Along with 90 after 、00 Follow the trend ,70、80 Pay attention to children's experiential education , The heat of camping is rising in the city .

According to AI media ,2021 In, the core market scale of China's camping economy reached 747.5 One hundred million yuan , Year-on-year growth 62.5%, expect 2025 The core market size of China's camping economy will grow to 2483.2 One hundred million yuan .

Camping and outdoor activities 、 The demand for refined production drives equipment sales while , It also gave birth to camping beauty 、 Camping skin care and other new beauty topics .

Special e-commerce vipshop platform ,“ Camping ” Keyword search volume from this year 3 Every month, it has been kept above 70% Year-on-year growth rate ; Lifestyle platform on the little red book , About “ Camping sunscreen ”、“ Camping makeup ”、“ Camping and taking pictures ” Wait for the number of notes to increase significantly , By the end of this year 6 End of month “ Camping sunscreen ” Yes 4 ten thousand + Number of notes .

The second quarter of this year , Vipshop outdoor beauty 、 The overall sales volume of skin care products surged month on month 55%.

Major beauty and skin care brands are moved by the wind , Improve and upgrade relevant products based on camping needs .

One side , Camping involves being outdoors for a long time , There may also be water 、 Fire and other scenes , Need targeted waterproof and sweat proof products ;

On the other hand , Outdoor camping is more vulnerable to ultraviolet rays 、 A variety of visible light damage , Therefore, it is protected from visible light 、 Multispectral sun protection against heat damage is more popular .

Take sunscreen for example , This year, 3 Since the month , Evina 、 Beauty brands represented by gozi have launched outdoor products in spring and summer 、 Camping theme marketing , It mainly focuses on high sun resistance 、 Durable protection and other outdoor functions .

According to Winona brand data , Water sense sunscreen series 2 In the second quarter, the sales of the main single product on vipshop platform increased month on month 94%; Gaozi multi effect sunscreen + The sales volume of Sunscreen Spray package in the second quarter increased by more than 220%.

Make up ,“ Atmosphere makeup ”、“ Filter makeup ” Go into the campsite . The domestic beauty brand kazilan was as early as this year 2 It was launched in January with 《 Spring is full of Lu Go to camp ！》 The theme of kazilan x LuLu The pig IP Co brand series . In the whole set of cosmetics products , Ten color eye shadow LuLu The co branded pig has the best sales , In the second quarter of this year, the sales volume of vipshop increased month on month 129%.

Kazilan official said ：“ This time when developing co branded products , Focus on the possible pain points of camping makeup 、 The problem was solved , For example, it is required to take makeup outdoors for a long time , For example, color preference for outdoor photography , It also improves the convenience of using the product in the camping environment , Hope to restore the consumers' ideal exquisite camping life .”

Insect control in the near future 、 The heat of anti perspiration products 、 Sales both soared . The second quarter of this year , With summer approaching and outdoor camping exploding , The sales of several products of runben, a brand of mother and baby mosquito repellent care, on vipshop platform doubled year-on-year .

Benefit from good performance , Runben has recently submitted a prospectus to Shanghai Stock Exchange , It's called by the outside world “ The first mosquito repellent ”.

Various e-commerce platforms represented by vipshop also sensitively capture camping 、 Spring outings and other popular phenomena IP, Linkage brand , adopt “ Travel in spring ”“ Camping is a good thing ” And other theme promotions , Drive the growth of platform related brands .

Some analysts pointed out that ,“ globally , Outdoor sports like camping are a definite trend . Brands should develop outdoor products , Product planning through the recent hot camping is a cognitive window with good acceptance , Can be a medium for brand drainage . In related industries , Beauty can consider new development opportunities at the product level , For example, it focuses on preventing makeup from falling off , Develop new color systems .”