*This article is part of the special series of articles on “New Consumer Forces: Post-90s” on Pinguan.com (hzpgc.com).

Jingzhou on the fourth day of the Lunar New Year was filled with drizzle. The three sisters Yaya, Huimin and Xiao Huan, who had been busy visiting relatives and friends, finally made up their time and met at a café at the end of the alley.

The three girls are peers born in 1993, and there is never a shortage of topics between sisters, and cosmetics is one of the eternal themes. As soon as they met, Yaya and Huimin discussed their recent lipstick, and both happened to buy YSL’s round tube lipstick, which is not surprising to the friendship they have built since high school.

From the left, Yaya, Huimin, and Xiaohui

Although they have only stepped into the society for a few years, the three of them have no low requirements for cosmetics consumption. Hui Min works for a financial institution, and her dressing table is occupied by international brands such as Kiehl’s Cucumber Water, High Moisturizing Lotion, Clinique’s Water No. 2, Estée Lauder Eye Cream, and Cresi Mask. Xiao Huan, who works in an insurance company, has a soft spot for Laneige kits, Kiehl’s avocado eye cream, and SNP masks.

This is a big change from their choice three years ago, when they were college students, using more domestic brands such as Satomi, Magic Doctor, and Pechoin.

The shift from domestic brands to imported brands seems to have occurred in an instant and is very thorough.

Huimin said that when the concept of “national gift” was hot, he also bought a set, but did not meet his psychological expectations after using it. “The hydration effect is very shallow, and I have not found outstanding hydration products in domestic brands after learning about it.”

In Xiao Huan, he is more decisive about the “renunciation” of domestic brands, “From the beginning of skin care, I have been in contact with Pomei and Biotherm, and I have never considered domestic brands, which are more resistant, and I will not consider them in the future.” ”

If these three post-90s generations have given domestic brands the opportunity to use skin care products in the entry stage, then in their makeup use, the status of foreign brands is almost overwhelming.

Take a look at their makeup list:

Yaya: Shu Uemura, Armani Foundation, Givenchy Loose Powder, Shu Uemura Blush, Kate Eyeliner, My Party Gal Mascara;

Huimin: Laneige Quarantine, Givenchy Loose Pink, Estée Lauder Eyeshadow, Hera Air Cushion, Enigma BB, Allie Cottage, Innisfree, Maybelline Blush, Barbie Brown Eyeliner, Ophyz Mascara;

Hui Min’s cosmetic bag

Xiao Huan: Laneige Isolate, Armani Foundation, Maybelline Eyeshadow, Innisfree Loose Powder, Max Max and Innisfree Mascara, Kiss Me and Allie’s Eyeliner, Dream Makeup and Wonderful Paris Blush, YSL and Laneige Lipstick.

It is not difficult to find that domestic brands are difficult to find.

As consumers, they have not carefully studied the reasons behind it, but “international brand products have better texture, stronger topicality, and higher style” is their common feeling. “Domestic makeup is not delicate enough, and it feels relatively low-end.” Yaya said bluntly.

Who is influencing their purchasing decisions? Is it an advertisement, or an influencer, or a beauty blogger?

In the eyes of the trio, none of this is either.

Huimin has a cheerful and generous personality, has a wide social circle, and when getting purchase advice, she is more through discussions with friends, “Many people around me like to study this, as long as they communicate with each other, they can get a lot of information.” ”

Social media also plays an important role in decision-making. Weibo and Douban are the objects of Xiaohuan’s attention, and she pays attention to the dynamics of Weibo’s “beauty handbook” from time to time, but more often, Xiaohuai and Yaya will choose to understand beauty trends through Douban.

Yaya said that now the influence of advertising on herself has almost disappeared, and beauty bloggers have sprung up like mushrooms, many of them are “advertising posts”, and their credibility is not as good as before. But in Douban, everyone is a real consumer, grouped by interest, on the same point of interest, it is easy to arouse resonance, where you can get a real reputation from many front-line people, so Douban has a great influence on her purchase decision.

It is obvious from the three that for some post-90s consumers, they are the masters of their own lives, and they are not easy to worship or superstitious about the so-called “authoritative recommendation”. In the matter of “buying cosmetics”, maybe you don’t need so many KOLs (key opinion leaders).

To the question of where to buy cosmetics, the answer of the three people is very consistent: counters and daigou.

In Huimin’s view, the counter brand is relatively high-grade, and the service is good, although the price is not necessarily dominant, but the purchase is assured, that is, it can be bought.

For chains like Watsons, Yaya believes that the products inside are not high-grade and there are fewer choices of makeup, so she will not use Watsons as a preferred shopping place. Huimin said that she once went to Watson’s to shop, and although there were activities in the store, the price was raised first and then discounted, which made her feel unhappy.

Some imported brands have a small number of counters in China and incomplete products, which has spawned the prosperity and development of daigou. Xiao Hui found that sometimes the same product is also different between domestic production and foreign production, so they try to find daigai purchases as much as possible to buy products from foreign counters.

CS channels and network channels, these three girls are also unexpectedly cold.

“Chain stores are basically based on domestic brands, and then they are more worried about fakes, and basically do not enter such stores.” And online shopping because of the slow logistics speed, the seller’s integrity is difficult to guarantee, and it was also rejected by the three girls.

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