Ezweni elihlala livela lemfashini nobuhle, sekuvele ukuthambekela okumangazayo phakathi kwamadoda akwa-Gen Z: ukuguqulwa kwezifihla-buso ezingaphansi kwamehlo zisuka emikhiqizweni yokunakekelwa kwesikhumba nje ziye kwezinemfashini ezigqamile. Imakethe yemaski engaphansi kwamehlo eNyakatho Melika iyingxenye yemakethe yemaski yamehlo ebanzi, ehlanganisa uhla lwemikhiqizo okuhloswe ngayo ukubhekana nezidingo ezahlukahlukene zokunakekelwa kwamehlo, okubandakanya ukukhukhumala, imibuthano emnyama, nokoma. Imakethe yemaski yamehlo yomhlaba wonke yalinganiselwa ku-USD 2.00 billion ngo-2021 futhi kulindeleke ukuthi ikhule ifinyelele ku-USD 3.21 billion ngo-2030, ngenani lokukhula elihlanganisiwe lonyaka (CAGR) lika-5.3% ukusuka ngo-2021 kuya ku-2030 (Imibiko Nedatha). Lokhu kukhula kubangelwa izici ezinjengokwanda kwezifo zamehlo omile, ukwanda kwabantu abaguga, nokwanda kokuqwashisa kwabathengi ngokubaluleka kokulungisa isikhumba kanye nekhwalithi yokulala.Lokhu kuthuthukiswa kubonisa ukushintsha emibonweni yobudoda nokuzinakekela, okugqamisa isizukulwane esikwazisa kokubili ubuhle nempilo enhle.
Okuqukethwe
Ukuvela kwezifihla-buso ezingaphansi kwamehlo ngemfashini yabesilisa
Ukubaluleka kokuzinakekela nobudoda
Amandla emakethe kanye nokubandakanya izethameli
Iqhaza lokuklama nokupakisha ekuthandeni umkhiqizo
Ukuvela kwezifihla-buso ezingaphansi kwamehlo ngemfashini yabesilisa
Esimeni sokuzilungisa kwabesilisa, imaski engaphansi kwamehlo iye yavela njengesengezo senoveli, eshada nezwe le-skincare nemfashini.
Lo mkhuba uqhutshwa ngokuphawulekayo amadoda akwa-Gen Z, achaza kabusha ukulandisa kobuhle bendabuko ngokuhlanganisa lezi zimaski kuqoqo lwazo lwesitayela. Njengokubonakaliswa kokuzinakekela nokuziveza, izifihla-buso ezingaphansi kwamehlo zidlule inhloso yazo yasekuqaleni, zaba ucezu lwesitatimende kule nqubo.
Ukubaluleka kokuzinakekela nobudoda
Ukukhula kwezifihla-buso ezingaphansi kwamehlo emadodeni kusho ukushintsha kwesiko okubanzi kuya ekuqondeni okubandakanyayo nokunabile kobuhle nobudoda. Ukwamukela kwalesi sizukulwane imikhiqizo ye-skincare, eyake yakhangiswa kakhulu kwabesifazane, ibonisa isimo sengqondo esishintshayo esikwazisa ukuphila kahle nokubukeka ngendlela efanayo.
Umqondo 'wepholishi yabesilisa' kanye nokwamukelwa okuvamile kwezinqubo zokunakekelwa kwesikhumba kwamadoda kugcizelela lokhu kuguquguquka, ngezifihla-buso ezingaphansi kwamehlo ezima empambanweni yezempilo ne-haute couture. Abathengisi abaku-inthanethi bangakwazi ukusizakala ngokuhlanganisa izitayela zokuzinakekela nobudoda ngokunikeza imaski engaphansi kwamehlo njengento ebalulekile yokuzilungisa, eheha amadoda esimanje akwazisa kokubili ukuphila kahle nesitayela.
Amandla emakethe kanye Nokuzibandakanya Nezithameli
Njengoba imakethe yokulungisa abesilisa yomhlaba wonke kulindeleke ukuthi ifinyelele ku-$110 billion ngo-2030, amandla omaskandi abangaphansi kwamehlo njengomkhiqizo wobuhle oya phambili ngemfashini makhulu kakhulu. Imakethe ihlukaniswe ngezinto ezibonakalayo ijeli, igwebu, ukotini, nosilika, ukotini ophethe isabelo semakethe esikhulu kunazo zonke ngo-2023 ngenxa yokunethezeka, ukuphefumula, nokufaneleka kwesikhumba esibucayi (Dataintelo).
Amamaski wamehlo ejeli nawo aphawuleka ngamandla azo okukhula, okubangelwa imiphumela yawo epholile futhi epholile, enenzuzo ikakhulukazi ekwehliseni ukukhukhumala kanye nemibuthano emnyama ngaphansi kwamehlo (Dataintelo). Amathrendi enkundla yezokuxhumana, njenge-#MensSkincare kanye ne-#EyeMasks, azuze ukunakwa okubalulekile, okubonisa ithuba elivuthiwe lemikhiqizo yokuthwebula le makethe ekhulayo. Amabhrendi akhuthazwa ukuthi ahlole ubambiswano lobuciko nokukhishwa kwe-edishini ekhawulelwe ukuze afinyelele esifisweni somthengi semikhiqizo eyingqayizivele nefanelekela ukuzithwebula.
Iqhaza lokuklama nokupakisha ekuthandeni umkhiqizo
Ukukhanga kwezifihla-buso ezingaphansi kwamehlo kudlulela ngale kwezinzuzo zabo zokunakekelwa kwesikhumba kuya ekuklanyweni kwazo kobuhle nokusebenza kahle.
Imikhiqizo efana ne-Dieux kanye ne-Jeumont Skincare ibambe iqhaza kulokhu ngokunikeza imaski engasetshenziswa kabusha eneziqubulo ezidonsa amehlo kanye nokupakishwa okufanelekile, okubenza babe isisetshenziswa sobuhle nesitatimende semfashini. Le ndlela yokuklama imema abathengi ukuthi babuke le mikhiqizo njengengxenye yendlela yabo yokuphila, evala igebe phakathi kokusebenziseka kalula nokunethezeka.
Ekusongeni, uhambo lwamamaski angaphansi kwamehlo kusukela kokubalulekile kwe-skincare kuya kwezesekeli zemfashini ezisezingeni eliphezulu luhlanganisa inguquko yamasiko ebanzi eya ekwamukeleni ukuzinakekela kanye nokuchaza kabusha ubudoda bendoda yesimanje. Lo mkhuba, oholwa yizinketho zobuhle ezinesibindi ze-Gen Z kanye nezinto eziza kuqala ekuphileni kahle, wethula indlela enenzuzo kubathengisi abaku-inthanethi. Ngokuqondisa ngendlela enengqondo ukukhetha kwemikhiqizo yabo kanye nezindaba zokumaketha kanye nalesi sidingo esikhulayo, abakwazi ukunakekela kuphela kodwa futhi bahlakulele isisekelo sabathengi esiqaphelayo. Njengoba ubuhle nemfashini iqhubeka nokuhlangana, abathengisi abasungula izinto ezintsha ngokusabela kulawa mashifu—bebeka phambili ukusimama, ukuklama, nokubandakanywa—ngokungangabazeki bazohola icala ekulolongeni ikusasa lokulungisa amadoda.
