2017百度男士化妆品行业报告20页

MENCOSMETICINDUSTRYBAIDUSEARCHREPORT2016-2017BAIDUIMS百度整合营销策略部FOREWORDMENCOSMETICCATEGORY:INCLUDEBOTHSKINCAREANDMAKEUP,FOCUSINGONFACIALPROBLEMSANDPRODUCTS(EXCLUDEDBODYCARE)DATASOURCE:BAIDUSEARCHVOLUMEOFKEYWORDSTIMEPERIOD:2015.04-2017.03YOYGR:2016.04-2017.03vs.2015.04-2016.033NumbersaboutMenCosmeticIndustryDailySearch97KYOYGrowthRate30%%MobileShare85%DataSource:BaiduPVMenCosmeticIndustrySearchTrend0%10%20%30%40%50%60%70%80%90%100%PCMobileMobileShareThesearchvolumeofmencosmeticcategorykeptincreasinginthepast2years.DataSource:BaiduPVSearchContentAnalysisBrand24%Non-Brand76%+40%+5%Non-Product56%Product44%+32%+48%Only24%querieswerebrandrelated,whichindicatesthatmaleconsumershavelessbrandknowledgeandneedfurtherbrandeducation.Non-brandkeywordscomposedalargeportionandstillhadahighgrowthrate,whichmeansthatmenwantedtoknowmoreaboutgenericindustryinformation.DataSource:BaiduPVGenericNon-ProductSearchContent50%37%7%4%2%IndustryGenericIndustryInquiryMakeupSkillsIndustryWOMIndustryPrice+41%+57%+34%+41%+168%男士眉毛Meneyebrows男士护肤Menskincare男生瘦脸Boyface-lifting男人眉毛稀少Menwithfeweyebrows男士美白Menwhitening男生怎么变白Howboybecomewhiter男生皮肤变白的方法Men'sskinwhiteningmethod男生怎么瘦脸Howcanboysliftface男士美白方法Men'swhiteningmethod男人眉毛稀少怎么办Whattodowithmen'ssparseeyebrows男士化妆步骤Menmakeupsteps男生眉毛怎么修才好看Howtoshavetheeyebrowscanmakeboysbecomegood-looking男士化妆视频教程Makeuptutorialvideoformen男生化妆教程Makeuptutorialformen男士眉毛的画法WayofmeneyebrowdrawingIndustryGenericIndustryInquiryMakeupSkillsDataSource:BaiduPVGenericProductSearchContent55%38%5%2%1%ProductWOMGenericProductProductInquiryMethod&SkillsOthers+37%+26%+37%+15%+35%DataSource:BaiduPVProductWOMGenericProductProductInquiry男士护肤品哪个牌子好Whichmenskincarebrandisbetter男士护肤品排行榜10强Top10menskincareproduct男士洗面奶十大排行Top10menfacialcleanser男士洗面奶哪个牌子好Whichmenfacialcleanserbrandisbetter男士面膜排行榜10强Top10menmask男士护肤品Menskincareproduct男士洗面奶Menfacialcleanser男士面膜Menmask男士化妆品Mencosmeticproduct须后水AftershaveLotion男士油性皮肤用什么牌子护肤品Whichskincarebrandisformen'soilyskin适合男生用的护肤品Skincareproductsuitableformen男性油性皮肤用什么护肤品Whatskincareproductisformen'soilyskincare男士毛孔粗大用什么护肤品Whatskincareproductisformen'scoarsepore男士皮肤干燥起皮用什么护肤品WhichmenskincareproducttousewhendryskinpeelingSkincare86%Makeup14%+24%+80%MenCosmeticIndustrySearchShareMostmaleconsumers’querieswerestillaboutskincare.Whilemen’smakeupcategoryhadasignificantincreaseduringthepastyear.DataSource:BaiduPV51%21%4%4%4%3%3%2%2%1%4%CleansingMaskTonerSun-blockGelCreamLotionShavingProductEyeCreamSerumOthers+21%+12%+7%+0%-1%-3%+22%+11%+21%+13%-28%TopSearchedSkincareProductsSkincare86%AestheticMedicine+43%Top3productswerestillcleanser,maskandtoner,whichindicatesthatmenfocusedmoreonbasicskincareproducts.Menskincarebecomemorevarious,top3growthrateproductwerespay,followedbylipbalmandaestheticmedicine.Spay+205%LipBalm+45%TopGrowthRateProductSkincareFunctionsCleansingOil-control&Anti-AcneWhitening&Anti-freckleFace-liftingMulti-functionMoisturizingAnti-agingSun-blockDataSource:BaiduPVFace-liftingAnti-agingWhitening&Anti-freckleBoomingthisJan.StarttoincreasesincelastNov.FromMar.toAug.+85%+49%+33%TopGRFunctionPeakSeasonYOYTop3functionswerestillcleansing,oil-control&anti-acne,andwhitening&anti-freckle.Face-liftinghadthehighestgrowthratefollowedbyanti-agingandwhitening&anti-freckle.Skincare86%52%39%4%3%1%1%CleansingAcneOil-controlBlackheadOil-control&AcneExfoliator+26%+32%+6%+8%+29%-12%Cleansing男士洗面奶十大排行Top10menfacialcleanser男士洗面奶哪个牌子好Whichmenfacialcleanserbrandisbetter男士洗面奶Menfacialcleanser男士洗面奶排行榜Menfacialcleanerbrandlist男士用什么洗面奶好WhichfacialcleanserisgoodformenAcne男生长痘痘Boyacnebreakouts男生脸上长痘痘怎么调理Howboyscandowiththeacneontheface男士祛痘产品哪个好Whichanti-acneproductisbetter脸上长痘痘怎么调理男生Howtodealwiththeacneontheface,forboy男士祛痘产品排行榜10强Top10menanti-acneproductCleansingAcneCleansing&Oil-control&Anti-acneDataSource:BaiduPVTopSearchedMakeupProductsMakeup14%33%31%14%7%4%2%2%2%1%1%2%BBCreamLipstickEyelinerConcealerFoundationNailEyebrowPencilCCCreamDouble-foldEyelidCushionOthers-5%+35%-25%-11%-13%+3%+29%+1%-49%+19%+50%TopGrowthRateProductOverallmakeupproductrelatedkeywordsincreasedonly1%,themajorincreaseofmakeupcamefromnon-productrelatedkeywords(98%).Top3productswerestillBBcream,lipstickandeyeliner,whileeyelashgrowthserumasanewproductincreasedrapidly,followedbycushionandlipstick.EyelashGrowthSerum+610%Cushion+50%Lipstick+31%Trend1TailorMadeNowadays，menwanttailormadecosmeticproductsforthem.Theystarttobelievethattherearesomedifferencebetweenmaleandfemaleskinproblems,especiallyinskincarecategory.Amonggenericproduct,17thousandpeopleperdaysearchedforproductmadeformenusers,YOYgrowthrate17%.ForeheadEyeNoseAcne&wrinkleBlackeye&wrinkleAcne&blackhead+31%+2%+54%PlaceMajorProblemsYOYFaceJawCleansing&Face-liftingAcne+26%+22%DataSource:BaiduPVNeedsbecomemorespecificTrend2DataSource:BaiduPVTrend3High-techLaserFreckle&Acne+393%IPL光子嫩肤+153%WhiteningInjection+82%DataSource:BaiduPVMenstarttocareabouttheirlookTrend4男士眉毛男人眉毛稀少男生眉毛怎么修才好看男士纹眉男士修眉男人眉毛稀少怎么办男士眉型男生眉毛怎么变浓男生纹眉前后照片男士眉毛的画法Sparseeyebrowsseemstobeabigproblemamongmen.Bushyeyebrowscanmakeapersonlook