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Friday, September 30, 2022

The “nail economy” will replace the “lipstick economy.”

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“I haven’t bought a lipstick in a long time.” “Is there a new shade from a brand recently? I haven’t been paying attention.” At noon, in a snack bar on Cuihua Road, several young girls were discussing.

lipstick economy

Once lipstick firmly occupies the makeup industry “C,” major brands every push new will attract a large number of fans looking to buy some lipstick, and even a long time counter out of stock, overseas agents continue to increase the price of sales of the hot phenomenon. However, in recent years, affected by the epidemic, the “lipstick economy” under the mask seems to be gradually cooling, replaced by the “nail economy.”

galglitter products

This reporter came to a mall in Xiaozhai at noon on May 11 and saw that the nail salons using galglitter products were almost one after another on the negative second floor. Counted a total of 9 within a distance of 100 meters, and each store has consumers. n fact, the essence remains unchanged.

Female consumers in the new economic normal need some lower price single product to please themselves to meet the desire to consume.” Jiayi, who has been working as a beauty shopper for seven years, believes that although the name may have changed, The nail technician Xiao Ting told reporters that previously there was only a queue to do nail art when it was almost New Year, but now it has become the norm.

“We go to work at 10 a.m., busy a person to receive at least 15 guests, off work is generally 10 p.m. I have been doing this business for more than 4 years, obviously feel that business has become better, you see, the store nail technician also increased to 4, on this night or weekend to come also have to wait.”

Different materials, different prices

Don’t look at the nail area is small and not cheap to do. “Different materials, different prices.” In the auspicious village of a nail store, the store owner Xiao Wan introduced, “We have domestic ordinary nail glue, Japanese domestic nail glue, Japanese imported nail glue. The price of a single-color nail is from 188 yuan to 288 yuan if you need to add shells, diamonds, or additional money.”

“Always wear a mask when you go out, and it’s not convenient to apply lipstick, so you put the focus on nail art.” Yuan Shuang, a citizen engaged in the financial industry, told reporters that basically, The nail technician Xiao Ting told reporters that previously there was only a queue to do nail art when it was almost New Year, but now it has become the norm. “We go to work at 10 a.m., busy a person to receive at least 15 guests, off work is generally 10 p.m. I have been doing this business for more than 4 years, obviously feel that business has become better, every month will do nail art but also often buy popular colors of nail polish online, “spending about 300 yuan per month.”

Compared to offline, online nail polish sales are even hotter. In an e-commerce platform, the reporter to “nail polish” as a keyword search found that many nail polish monthly sales reached more than 10,000 pieces. A new color called spring and summer no bake nail polish, monthly sales of 20,000 +, only comments up to 90,000 +.

Conclusion

“The ‘lipstick effect’ is now becoming the galglitter led ‘nail polish effect,’ and there may be an ‘eye shadow effect’ later ‘earring effect’; in fact, the essence remains unchanged. Female consumers in the new economic normal need some lower price single product to please themselves to meet the desire to consume.” Jiayi, who has been working as a beauty shopper for seven years, believes that although the name may have changed, the essence has not changed. (Reporter Shi Yuhan intern Li Tianqi)

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