Ubuhle kuHlahlo-lwabiwo-mali: Izimvo eziThandayo ngabaThengi

Njengoko abantu beqhelana nengxaki yeendleko zokuphila, jonga ukuba iibrendi zobuhle ziziqhelanisa njani na kwaye ujongane nabathengi abakhathalela amaxabiso. Iibrendi ezininzi ziqinisekisa ukuba abathengi akufuneki bancame umgangatho kunye nokusebenza kakuhle ezintsha Uyilo lwemveliso, ezinye iindlela ezifikelelekayo, kunye namanyathelo okunciphisa iindleko. Eli nqaku liquka iindlela zamva nje ukusuka kwiminimalism ukuya ekufikelelekeni kunye 'nokudupes' kwaye libonelela ngezisombululo eco-friendly.

Isiqulatho
Isishwankathelo semarike yobuhle yohlahlo lwabiwo-mali
Ubuhle kwi dime
Iimbono zobuhle kwikamva

Isishwankathelo semarike yobuhle yohlahlo lwabiwo-mali

Ishishini lehlabathi lobuhle belixatyiswa US $ 511 ibhiliyoni ngo-2022 kwaye kulindeleke ukuba ikhule ngesantya sokukhula ngonyaka (CAGR) ye-4.76% ukusuka kwi-2022 ukuya ku-2026. Nokuba imarike ibonakala inenzuzo enkulu, abathengisi kufuneka baqwalasele iindleko ezinyukayo zeendleko zokuphila kwaye babonelele ngezisombululo ezifikelelekayo.

Iimveliso ezininzi ezisusa imfuno yezinto ezininzi zokhathalelo lwesikhumba zikwimfuno ephezulu. Abathengi bafuna okungabizi ukhathalelo lolusu ezinye iindlela ezingenazo iikhemikhali kunye neesulfates. Kukho umkhwa obhekiselele kwimveliso yendalo yonke, ezinzileyo, kunye nexabiso elifanelekileyo. Iimpawu ezihambelana nokunyuka kweendleko zokuphila zibhenela kubaphulaphuli ababanzi.

Ubuhle kwi dime

Iindlela ezifikelelekayo zokhathalelo lwesikhumba

Ngokunyuka kwexabiso lezinto eziyimfuneko zemihla ngemihla, abathengi abaninzi baya kufuna ngaphezulu ngexabiso ezinye iindlela. Oku kungqinwa kukunyuka kwama-40% kukhangelo lukaGoogle lweemveliso 'ezikhohlisayo', ngakumbi kudidi lobuhle, ngoJuni ka-2022. Abantu abaphembelela kumajelo eendaba ezentlalo ikakhulu baqhuba inkcubeko yokukhohlisa kwezinye izinto ezifikelelekayo kwiimveliso zodidi oluphezulu.

Iividiyo ezininzi ze-viral ze-dupe try-on zijikeleze kwi-Tik Tok, ekhawuleza ukuba sisixhobo sokuthengisa. Abaphembeleli bongeza ukuphononongwa kwebhrendi, ukwanda kokuvezwa kunye nokuqhuba ukuthengisa. Abathengi abaninzi bathembele kuphononongo ukubanceda benze isigqibo esinolwazi kwaye bafumane okuninzi kwimali yabo. Izisombululo zeskipa ezifikelelekayo ezenziwe ngazo zonke izithako zendalo simahla kwiikhemikhali, i-parabens, i-sulfates, kunye ne-silicone zifunwa kakhulu.

Abanye abathengi basebenzisa iiwebhusayithi ukuthelekisa amaxabiso kwaye bafumane okona kulungileyo ngexabiso ezinye iindlela kwiimveliso ezidumileyo. I-Brandefy, umzekelo, i-app yabathengi edumileyo ebandakanya amanqaku aphindwe kabini ukubonisa ukufana. Ukufana kwemveliso kubalwa kusetyenziswa izinto ezine eziphambili: izithako, ukuhambelana, ixesha lokugqoka, kunye nephunga elimnandi.

Xa kuziwa kwi-dupes, Kuhleni kubalulekile kuba abathengi bafuna ukwazi izithako eziphambili kwimveliso nganye, kubandakanywa iipesenti kunye nemisebenzi, ukwakha ukuthembela kunye nokwenza isigqibo esinolwazi.

Ukuzibophelela eluntwini

Phakathi kokunyuka kweendleko kunye nokunyuka kwamaxabiso, akukhuselekanga ukuthetha ukuba ishishini lobuhle aliyi kuchukunyiswa. Abathengi abaninzi bayayixabisa i-brand ekhoyo obala malunga nemingeni yabo kwaye inokwakha ukuthembana nokunyaniseka. Njengoko ishishini lobuhle lijonge ukunyuka kwamaxabiso okuzayo, iibrendi ziyanyanzeleka ukuba zenze amaxabiso kunye nezigqibo zokupakisha ngelixa zikhumbula ukunyuka kweendleko zokuphila.

Ukunyuka kwamaxabiso kukwasemgangathweni, njengoko kubonwa kwi-P&G ukunakekelwa kweenwele iimveliso ngo-2021. Bachaza kumajelo asekuhlaleni ukuba ixabiso leemveliso ezithile liza kunyuka ngenxa yokunyuka kwezithako kunye neendleko zokuvelisa. I-Deciem, kwelinye icala, inike abathengi ithuba lokuthenga iimveliso ngexabiso lokuqala kwiiveki ezimbini ngaphambi kokuba amaxabiso anyuke.

Ngelixa ezinye iibrendi ziwanyusa amaxabiso azo, ezinye ziwathoba ngocwangciso lobuchule. Ngokomzekelo, i-Rita Hazan, i-brand yeenwele, yanciphisa amaxabiso ayo ngokutshintshela iziqhumiso ezibiza kakhulu kwiindlela zokuqulunqa ukuze uluhlu lufikeleleke ngakumbi. Ngoko ke, kubalulekile ukuqaphela ukuba iimveliso iyamkele imingeni yabathengi.

Kule meko iguquguqukayo, indlela yokulinganisa enye ayisebenzi, kwaye ngenxa yoko, umntu kufuneka aqaphele imingeni eyahlukahlukeneyo kwaye anike izisombululo ezifanelekileyo. Brands abanxibelelana nemiba yabo kubathengi banokwakha ukuthembana. Ngokomzekelo, i-Upcircle, i-brand yaseBrithani, ithembise ukuncedisa abathengi ekujonganeni nemingeni yeendleko-zokuphila ngokubonelela ngesikhokelo kunye nokusebenzisa iqonga layo ukwabelana ngeengcebiso zokulondoloza imali.

Izisombululo eco-friendly

Ngokutsho kovavanyo lwe-EY, phantse i-32% yabathengi banenkxalabo malunga nokufikeleleka, kwaye 47% Kholelwa ezizinzileyo iimveliso zibiza kakhulu, nto leyo eyenza ukuthenga kube nzima. Ngale ngqukuva, iibrendi ezininzi zizama ukwenza ulungelelwaniso olufanelekileyo phakathi kokufikeleleka nokuzinza. Ngokutsho kolunye uphando, 65% yabaphenduli bakholelwa ukuba iibrendi kufuneka zenze okungakumbi ukubonelela ngokuzinzileyo izisombululo. Ngenxa yoko, amashishini amaninzi aphendukela iyagcwaliswa izisombululo kunye neemveliso zokonga amanzi, phakathi kwezinye izinto.

Iintlobo ezininzi zeempawu ezitsha zibandakanya iifomati ezingenamanzi kwiimveliso zabo, ngaloo ndlela zonga amanzi. I-Alterna kunye ne-Kao, umzekelo, ziimpawu ezisebenzisa i-powders endaweni ye-cream-based solutions kunye ne-shampoo amaphepha ezingafuni manzi. Olunye uphawu, i-Drybath, ithengisa iigels ezingenamanzi ezingenamanzi ezinceda ukususa ukungcola kunye neeseli zesikhumba ezifileyo ngaphandle kwamanzi.

Iimveliso ezifuna amanzi amancinci kakhulu zinceda ukunciphisa iindleko zamanzi njengoko abathengi befuna izisombululo ezifikelelekayo. Ngokomzekelo, uluhlu lweLush lokunakekelwa komlomo olungenamanzi lufuna kuphela isixa esincinci samanzi. Ezi mveliso zikwalungele abantu abahlala kwiindawo apho amanzi abiza imali eninzi okanye angafikelelekiyo kunye nabo bathanda imisebenzi yangaphandle efana nokukhempisha.

Ekuhambeni kwexesha, iimveliso zokhathalelo lomntu ezisebenzisa amanzi amancinci kwaye zibeke phambili nokuzinza iya kutsala umdla wabaphulaphuli abaninzi. Iimpawu ezifana noNope. bafumana ukuthandwa kwabo Indawo intle izisombululo, ezifana neshampu yazo engenamanzi, engenaplastiki kunye ne-conditioner imivalo, ekuthiwa ihlala ixesha elide kathathu kunebhotile eqhelekileyo. Okwangoku, Yongeza i-Aqua lelinye ibhrendi elithengisa ukuhlamba izandla ngomgubo ukuya ku-foam kunye neshampu ebonelela ngokuphindwe kane inani lezinto zokuhlambela kunemveliso yolwelo eqhelekileyo.

Ubuncinci benkqubo yokunakekelwa kwesikhumba

I-Minimalism ingene kwishishini lobuhle, kunye neemveliso ezisetyenziselwa izinto ezininzi ezithatha indawo yeendlela ezininzi zokhathalelo lwesikhumba. Lo mbono wonga imali kunye nexesha, into leyo abathengi abaninzi abayixabisayo. Abathengisi abaninzi, kuquka i-Bath & Beyond, Iibhotshi, kunye ne-Superdrug, bamkela le ngcamango kwaye bagxininise kwizisombululo ezingabizi kakhulu kubathengi babo.

Ukuqonda into efunwa ngabathengi kubalulekile ekunikeni izisombululo ezisebenzayo ngamaxabiso afanelekileyo. Ngokomzekelo, uJohnson & Johnson baqalise umgca omtsha wokunyamekela ubuhle simahla kwiiparabens, iidayi, kunye neesulfates, ezihambelana nemilinganiselo yeminyaka eyiwaka.

Phonononga zonke-in-one iimveliso ezinceda abathengi ekunciphiseni inani leemveliso ezizezabo. Ngaphezu koko, isondlo iimveliso ezicocekileyo, yonke indalo, ayinazithako eziyingozi, kwaye inokusetyenziswa kuzo zonke iindlela zobuhle zezona ndlela zibalaseleyo kwiifomula ezineendleko ezininzi.

Into yobuhle

Ngaphandle kokudodobala koqoqosho, kukho intengiso yabathengi abajonge ukubhuqa kwizinto ezincinci zokuzingca. NgokukaLeonard Lauder wenkampani i-Estee Lauder, ezincinci, ubunewunewu obufikelelekayo njenge. umlomoicks ukwandisa intengiso ngexesha lokunyuka kwamaxabiso. Oku kuyinyaniso nakwabanye Ubuhle iimveliso ezinje nge ziqhumiso. Oku kungqinwa kukunyuka kwe-16% kwintengiso yobuhle bePrestige kwi-Q2 2022, eqhutywa ikakhulu ngabafumana umvuzo ophezulu.

Iintlobo ngeentlobo zeemveliso zobuhle ezifikelelekayo kufuneka zibekwe phambili kwabo bamkela umvuzo ophantsi kunye nophakathi.

Ngelixa abantu bechitha imali kubunewunewu obuncinci, iibrendi kufuneka zibeke phambili amava abathengi ukuze abathengi bakwazi ukwenza eyona mali yabo ngexesha lokudodobala koqoqosho. Amashishini amaninzi asabela kwimingeni ngokusungula iinkqubo ezahlukeneyo zokuphucula amava abathengi.

Enye inkqubo ibandakanya ukusebenzisa iiminiatures evenkileni ukuze abathengi bazame ngaphambi kokuthenga. I-CVS, umzekelo, yazisa inkqubo yoxilongo lwesikhumba kwisiza ukunceda abathengi ekwenzeni izigqibo ezizizo.

Iimbono zobuhle kwikamva

Abathengi bayakuxabisa ukungafihli, ngoko izigqibo zamaxabiso kunye nezizathu zabo kufuneka zichazwe. Ngaphaya koko, imisitho ekhethekileyo yenyani kunye nesevenkileni, iziphiwo, kunye nezaphulelo zezona ndlela zibalaseleyo zokugcina abathengi benyanisekile.

Ngenxa yokuba abathengi abaninzi befumana ubunzima ngenxa yeengxaki zemali, iimveliso ezinexabiso eliphezulu kunye neenzuzo ezininzi ziya kukhethwa. Iimpawu ezisungula iinkqubo ezincediswa ngabathengi ukulungisa imingeni yezoqoqosho ziya kulawula imarike.

Abantu abaninzi bajonge ukwenza lula zabo Ubuhle indlela yokuphepha ukuchitha imali eninzi kwiimveliso ezininzi. Ngenxa yoko, iimveliso zobuhle bezinto ezininzi zithandwa ngoku. Kwaye okokugqibela, ngenxa yokuba ezinye iindlela ezizinzileyo zibiza kakhulu kunezinye zemveli, ukubonelela ngezisombululo ezingabizi kakhulu kubalulekile.