2025-04-21-百度营销-2025百度护肤彩妆报告_23页_6mb

Summary of Beauty Data Analysis

Overall Trends:
The data highlights key beauty sector trends based on search behaviors and market dynamics for 2024. There is a strong focus on skincare among women (75% search share), with growth in searches for products like sunscreens and anti-aging items. Overall search volumes show positive growth in beauty-related queries, particularly in categories like cosmetics and personal care.

Beauty Trend Insights:

• Target audiences include "ladies" with 42 million searches, "gentlemen" with 30 million, and "silver-haired people" with 1.6 million. Skincare dominates (75% search占比), while cosmetics make up 25%. Reading engagement shows +9% to +11% growth for "阅读时长" and "阅读互动".
• Mobile search is prevalent, with 56% 百度搜索 usage, and significant seasonal spikes around holidays like Christmas.
• General usage terms show increasing interest in overall beauty metrics.

Beauty Crew Highlights:

• Searches for sensitive skin products are high, with terms like 皮肤过敏 (skin allergy) up by +188%. Popularity inproducts like anti-dandruff shampoos and moisturizing lotions points to evolving skincare routines and preferences.
• There is growing interest in hair care products, such as scalp treatments and hair oils, with detailed queries indicating a shift toward holistic beauty habits.

Beauty Product Analysis:

• Specific product searches are on the rise: sunscreens (+431% search growth), anti-aging products (+796% for rankings), and branded items like lipsticks (e.g., 雅诗兰黛333口红 with +210% growth). Searches for removal products like the "香奈儿口红最火的色号" show distinct curiosity.
• Comparisons and rankings generate high engagement: TGI indices for brands like Olay (t +85%) and 欧诗漫 (t +76%) indicate strong consumer interest in efficacy and innovation.

Beauty Marketing Overview:

• Marketing strategies leverage digital platforms, with strong performance in areas like 计算机搜索场景 and social integration. AI-driven tools personalize experiences, leading to +58% engagement increases and effective product recommendations.
• Scenes like outdoor activities and rituals (e.g., using beauty products during 泣 eye moments) are prominent, with rising use cases for beauty apps, devices, and integrations, particularly from百度 platforms.

This analysis underscores a trend toward data-driven beauty marketing, focusing on personalized, rich content to engage diverse consumer groups, with digital channels playing a key role in success.