Imikhuba yobuhle ephakathi nendawo iyavela njengoba intsha kanye neshumi nambili iqala uhambo lokuzitholela yona. Laba bathengi bahamba umugqa phakathi kwezingane nabantu abadala abasebasha, bedlala indima ebalulekile ekulolongeni izidingo zomkhiqizo zabasebenzisi bobuhle abasebasha.
Abathengi bamathrendi aphakathi nendawo bafaka omncane kunabo bonke ku-Gen Z kanye nomdala ku-Gen Alpha. Laba bathengi abasebasha bakhombisa isidingo “sokukhanya” ngokushesha futhi baphendukela ezinkundleni zokuxhumana njengeTikTok yezindlela zobuhle.
Thola amathrendi amahlanu avelele wentsha kanye neshumi nambili ukuze uhehe izethameli ezincane futhi uzisize zidlule iminyaka yentsha engalungile kanye neminyaka ephakathi.
Okuqukethwe
Isidingo semikhiqizo yobuhle ephakathi nentsha ngo-2023
Amathrendi wobuhle aphakathi kuka-5 azonyakaza u-2023
Sebenzisa imali kulawa mathrendi
Isidingo semikhiqizo yobuhle ephakathi nentsha ngo-2023
Ngo 2021, the imakethe yezimonyo yomhlaba wonke ifinyelele US$287.94 billion ngosayizi wemakethe. Kodwa-ke, ochwepheshe bezentengiso balinganisela ukuthi imboni izokwenyukela ku-US $415.29 billion ngo-2028 ngesilinganiso sokukhula esihlanganisiwe sonyaka esingu-5% (CAGR) esikhathini sokubikezela sika-2021-2028.
Isidingo esikhulayo semikhiqizo yezimonyo ne-skincare kuqhuba kahle ukukhula kwale makethe, futhi intsha kanye neshumi nambili ingabahlanganyeli abakhuthele. Bobabili abafana namantombazane basebenzisa imikhiqizo ye-skincare ukuze benze izithombe zabo ezinhle ngaphandle kokubukeka njengabantu abadala kakhulu.
Phakathi kwemikhiqizo yobuhle iphinde yamukele ezinye izigaba ezisiza intsha ukuthi ijwayele ukushintsha imizimba yayo. Yize ukwamukelwa kokuqala kwemikhiqizo yobuhle yentsha kanye ne-tweens kwakungekuhle, amabhizinisi angalindela amathrendi amaningi asekela ukuhlola nokuziveza ukuthi adume ngo-2023.
Amathrendi wobuhle aphakathi kuka-5 azonyakaza u-2023
Ukulungiswa kwabaqalayo
Chaza kabusha ukunakekelwa kwenhlanzeko kwabesilisa kwentsha kanye ne-tweens ngokukhetha kusenesikhathi imikhiqizo yokuzilolonga. Imvamisa, abathengi besilisa bavame ukuthomba kamuva kunozakwabo besifazane. Isidingo senhlanzeko siqala phakathi kweminyaka eyisishiyagalolunye neshumi nane. Laba bathengi bazothambekela ngokwemvelo emikhiqizweni egxile ephunga lomzimba, izinwele (ikakhulukazi izinwele ezinamafutha), kanye nesikhumba.
Nakuba ukulungisa kusenesikhathi futhi izinto zokuhlanzeka zabafana azivamile kangako, ukuhlinzeka ngezidingo zabo kubalulekile njengozakwabo besifazane. Amabhrendi amaningi emkhakheni wokuzilungisa agxila kusibalo sabantu besilisa sisonke esikhundleni semikhiqizo eqondene neminyaka ethile.
Nakuba ukuzilungisa kwabaqalayo kuyisigaba sobuhle esincane, kunikeza amabhizinisi amathuba amaningi okwandisa amakhathalogi emikhiqizo ngokugxila kubafana abancane. Bangakwazi ukushefa amakhithi okuqala kwabaphakathi abahlinzekela isikhumba esiguqukayo nesithambile.
Ngokufanayo, abathengisi banganikeza itimu insipho yebha ibhekisela kumamuvi adumile nemidlalo yevidiyo. Le combo izoba nesikhalo esinamandla kubafana abancane.
Nakuba kungacaciswanga phakathi, amabhizinisi anganikeza isikhumba esingenabuthi, esingu-100% semvelo, nesingenamakhemikhali- kanye imikhiqizo yokunakekela umzimba okweshumi nambili, intsha, kanye nabantu abadala.
Ukunakekelwa kwenkathi yokuqala
Akukho okubangela amahloni ngezikhathi zokuqala, nakuba iningi labathengi abasha licabanga ngenye indlela. Nini izingubo zangaphansi zenkathi I-brand Thinx kanye ne-nonprofit PERIOD yenze ucwaningo, yabonisa ukuthi u-76% wabafundi base-US abaya esikhathini phakathi kweminyaka engu-13 no-19 babonise ukuthi izikhathi zinemibono engemihle. Ama-65% nawo avumile ukuthi umphakathi ufundisa abantu besifazane abasebasha ukuthi babe namahloni ngokuya esikhathini.
Kodwa-ke, imibono enjalo iyindlela yokunakekelwa kwenkathi yokuqala efuna ukuyilungisa. Ukuthomba kwabesifazane kungase kuqale phakathi kweminyaka eyisishiyagalombili neshumi nane, okwenza ukunakekelwa kwesikhathi isigaba esibalulekile. Amabhrendi amaningi ahlanganyela ezingxoxweni ezimayelana nokunakekelwa kwenkathi ukusiza ukuguqula ukulandisa kusuka ekubeni yinkolelo-mbono kuye ekubeni obala.
Isibonelo esihle salokhu 'Turning Red' kaDisney. Upopayi ulandela indaba yentombazane eneminyaka engu-13 ubudala eyaqala ukuthomba. Uphenduka abe i-panda enkulu ebomvu noma nini lapho imizwa yakhe imcindezela, enze isibuko sokuhlangenwe nakho kwenkathi yokuqala ngendlela i-tween engaqonda ngayo.
Nakuba abanye abantu abadala bengase bazizwe bengakhululekile ukukhuluma ngezikhathi, izinhlobo eziningi, ikakhulukazi ezimakethe zasentshonalanga, zijwayele izingxoxo zokuya esikhathini ngokusebenzisa amakhithi okuqala. Amabhizinisi anganikeza amakhithi anemihlahlandlela yezemfundo, amakhadi ezingxoxo, nezitika zokulandelela umjikelezo ukuze enze intsha ingene enqubweni yenkathi kuyilapho ibenza bazizwe benethezekile.
Hlunga ubuso
Inkundla yezokuxhumana iyingxenye enkulu yalesi sizukulwane sentsha neshumi nambili. Ilokhu igqugquzela izethameli ezisencane ukuthi zikhule ngokushesha kunabandulelayo. Nakuba lokhu kuzwakala kuyinto enhle, kunezici ezithile ezingezinhle. Futhi ubuhle amabhrendi afuna ukubhekana nawo ngethrendi yobuso bokuhlunga.
Iningi lamantombazane nentsha lithambekele ekubeni nenhlalakahle embi lapho lichayeka ekusetshenzisweni kanzima kwezokuxhumana. Bangase babe nezimpawu zokucindezeleka okwengeziwe, okubenza bazizwe bengelutho futhi bengajabuli ngokubukeka kwabo ngokomzimba.
Amabhrendi kufanele aqaphele ukuthi ukubukeka komzimba kungaphezu kokuthatheka kwansuku zonke ngenxa yengcindezi yokulandela amathrendi wegciwane kuzinhlelo zokusebenza ezinjengeTikTok. Eqinisweni, amathrendi avamile okuhlunga ubuhle anciphisa imigqa emincane, amabala afiphele, noma enze amehlo abukeke ekhanya angaba nomthelela omubi ekuziboneni komsebenzisi.
Kodwa, kuyenzeka uguqule lezi zihlungi zibe okokufundisa namathuluzi okufundisa. I-Dove iyisibonelo somkhiqizo kule niche. Umkhankaso ka-Dove othi “Reverse Selfie” uhlanganisa osemusha olungisa ukubukeka kwakhe ohlelweni lokusebenza lokuhlela, okubonisa ukujula kwengcindezi yenkundla yezokuxhumana.
Okubaluleke nakakhulu, umkhiqizo uhlose ukusiza abantu abayizigidi ezingu-250 kanye nentsha ukuthi bathole isithombe esihle somzimba ngo-2030.
Ukuqeqeshwa kokunakekelwa kwesikhumba
Intsha “engajwayelekile” kanye neminyaka ephakathi ifana nezikhathi zenguquko. Abathengi abasebasha bangabona izinguquko esikhumbeni sabo lapho beneminyaka eyishumi ubudala, okwenza ukunakekelwa kwesikhumba izinqubo ezibalulekile.
Abathengisi kumele bahambisane nomkhuba okhulayo njengoba abantu abaningi abaphakathi bebheka ezinkundleni zokuxhumana ukuze bathole izeluleko zokunakekelwa kwesikhumba futhi abazali bagxile kukho. imikhiqizo ephephile. Njengoba le ntsha inokufinyelela okungenamkhawulo kosaziwayo kanye ne-influencer skincare routines, kubalulekile ukusebenzisa imikhiqizo esekela ukuguquka kwesikhumba, ungasebenzi ngokumelene naso.
Ukuqeqeshwa kokunakekelwa kwesikhumba okuphakathi nendawo kufanele kubeke phambili ukwakheka kwesikhumba esibucayi njengamamiksi afakwe i-SPF, izinto zokuhlanza ezithambile, kanye nezinto zokuthambisa ezingasindi nezingenawo uwoyela.
Intsha nentsha ayidingi izinqubo eziyinkimbinkimbi. Amabhizinisi kufanele acabangele ukugxila kukho imikhiqizo elula ukubhekana nezinkinga ezijwayelekile ezifana nezinduna nokudala amasiko anelisayo.
Amanye amabhrendi avuma izidingo eziguqukayo zalaba bathengi ngokuhlinzeka imikhiqizo ye-skincare emnene. Baphinde basekele futhi basize ukwakha imizila enempilo ephumelelayo.
Abathengi bangaphinda bakhethe imikhiqizo ye-skincare yeminyaka ethile yebanga lobudala obungu-0–3, 3–6, kanye no-7–12. Abathengisi bangaphinda bahehe leli qoqo ngokunikela ngemikhiqizo enamaphakheji adlalayo esiza ukwakha izindlela zobuhle ezijabulisayo nezingenakucindezeleka.
Umdlalo wengane ozobhekana nawo
Inkundla yezokuxhumana iyaqhubeka nokuphumula phakathi kwamathrendi obuhle aphakathi nendawo. Iqhuba isidingo sokubukeka ukuzethemba kakhudlwana, iphusha i-tween eyengeziwe kanye nentsha iye kuzimonyo zombala. Nokho, ngaphezu kwengxenye yentsha yase-US isebenzisa izimonyo ukuze iziveze.
Ngokusho kukaMintel, U-69% wabafana no-90% wamantombazane abaphakathi kweminyaka eyisishiyagalolunye neshumi nesikhombisa bayazitika imikhiqizo yobuhle. Ithrendi yokudlala kobuso ihlanganisa ilukuluku lentsha nokuhlola umkhiqizo ukuze kunikeze abaphakathi nendawo ithuba lokusungula–ngezinga elifanayo nelokupenda nobuciko.
Umdlalo wobuso uphinde uvumele amabhrendi ukuthi ajoyine intsha ohambweni lwayo lokuzitholela. Amanye amabhizinisi anikeza okungewona ubuthi futhi imikhiqizo enemibala ezinikeza abaphakathi-phakathi inkululeko yokuzama ukubukeka okuhlukile. Imikhiqizo eminingi iphinde ikhuthaze ukuzithanda ngokungeza amagama akhuthazayo emaphaketheni abo.
Intsha kanye nentsha ifuna ukujoyina amathrendi ambalwa wobuhle, futhi iyakufuna imikhiqizo lokho kulingisa ukwakheka kwangempela. Bangakhetha ukusebenzisa i-nati, i-paraben, nezimonyo zombala ezingenalo unya ukuze baphindaphinde okwenziwayo kokuzilungisa. Abaphakathi-phakathi bangaphinda basebenzise amafomula ahlanzekile nazwelayo wezinhlelo zokusebenza ezinganaki ngaphandle kwezingozi zokuqhuma.
Abathengi abasebasha bangenza izinto zengezelelwe ngokukhetha ezinye izindlela zobuhle. Bangakwazi futhi ukujabulela amagwebu ahlukahlukene odayi bezinwele noma uhambe kabi ngama-tattoos esikhashana.
Sebenzisa imali kulawa mathrendi
I-2023 izokhuthaza ukuhlolwa kobuhle futhi yakhe izindawo eziphephile ukuze abaphakathi-phakathi bazitholele ngaphandle kokwahlulela. Abathengi abasebasha bayafuna imikhiqizo ye-skincare ebucayi, ukunakekelwa kwezinwele, nokwenza izimonyo njengoba zivela esikhumbeni sazo esithambile.
Abazali bazophinde babeke phambili imikhiqizo esiza ukwazisa izingane zabo kuyo ukunakekelwa komuntu siqu. Imikhiqizo eletha izinguquko zomzimba nesikhumba ngokunganaki ubulili nohlanga izosiza amabhizinisi ukuthi angene emakethe yobuhle yentsha kanye neshumi nambili.
Ngakho-ke, ukuzilungisa kwabaqalayo, ukunakekelwa kwenkathi yokuqala, ubuso bokuhlunga, ukuqeqeshwa kokunakekelwa kwesikhumba, kanye nezitayela zokudlala ubuso kuyizindlela ezisebenzayo zamabhizinisi ukuheha abathengi abasebasha.
