2021_08_Eyeliner_final

1. 3-Minute Beauty Trends Affordable and Water-Proof Eyeliners Gain Exception Growth in 2021 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Campbell Lin in Shanghai, MeasureCommerce August 20, 2021 Contact Us Email: contact@measurecommerce.ai Phone: +82 70 7014 3010 For more latest beauty trends... Our Website | Newsletter | LinkedIn | Articles & Videos | Reports More Focus on Simple Eye Makeup Looks Although domestic Covid-19 related restrictions in China have almost been lifted, occasional mask wearing in places like shopping centres and public transports continue to affect how Chinese consumers purchase cosmetics. Overall speaking, while more emphasis is put on base makeup products as the minimum makeup needs, colour makeup looks are reduced and simplified, and more focused on the upper half of the face, i.e., the eye area. Eyeliner Pencil Quarterly Revenues and YoY Growth Rates 154% 154% 111 125% 125% 92 86 59% 59% 50 49 36 9% 9% 2% 2% -26% -26% Q1 2020 Quarterly YoY Growth Q2 Q3 Q4 Q1 2021 Q2 Quarterly Revenue (in Million CNY) In addition, rather than doing a full eye makeup using eye shadow, mascara, eyebrows and eyeliners, consumers are more keen on just "outlining the contour of their eyes". In particular, eyeliner pencil sales in China have surged since Q4 last year, with YoY growth rates in the first two quarters of this year well above than the overall makeup market average. This growth could be attributed to two factors: emerging cheaper and more colourful eyeliner pencils and fast-growing water-proof glue eyeliners. 1 Eyeliner pencils include all pencil-shaped eyeliner products, such as glue eyeliner. Search keyword within the eyeliner category on MeasureCommerce Dashboard: NOT 液体 NOT 液笔 NOT 速⼲ NOT 软⽑ NOT 眼线膏 NOT 睫⽑膏 NOT 眼影 NOT 海绵头 NOT 3CE纤 细 NOT 3CE流畅 NOT 海绵笔 NOT ⼽⼽舞 NOT ⾦笔 NOT 胶液 NOT 鹅卵⽯ NOT ⼩⼩如 NOT 睫⽑ NOT 遮瑕 NOT 涂鸦 NOT 纹⾝ NOT 替换芯 NOT vmagic NOT ⽑刷 NOT 极细笔尖 1

2. Affordable and Colourful Local Brands Rise to Top 20 According to MeasureCommerce's database, the top 20 best-selling eyeliner pencil brands in 1H 2021 are dominantly Chinese local brands with some Japanese and Korean brands.While Chinese local brands including Color Key and Amortals at fifth and sixth places are new to the top 20 chart, Flortte along with AKF and Ettusais have also achieved exceptional growth, each with a YoY growth rate above 6,000%. These brands have commonly launched eyeliner pencils with a wide range of colour selections, from Amortal's 7 colour collection to Flortte's 15 colour collection. In addition, except for Ettusais, the average sales prices for the top 20 brands are below 100 CNY, with Amortals and Flortte's as low as 22 CNY. In a time when consumer may consider cut spending on nonessential items, affordable prices and eye-catching colour choices might be the reasons why younger consumers choose to purchase these eyeliners. Glue Eyeliners: 240%+ YoY Growth Water-proofing has been an important attribute keyword in the post-Covid makeup market where more and more base makeup and lip products increasingly emphasise long-lasting and stay- on makeup looks. This is also true for the eyeliner category. While ordinary eyeliner pencils could be easily smudged off, glue eyeliners are relatively more proof of water or frictions with brands emphasising attributes like "fast drying" or "protection film forming". Led by the Korean Brand Unny and the Japanese brand Canmake, the market for glue eyeliners in Q2 has grown by more than 240% compared to the same period in 2021. 2 Search keyword within the eyeliner category on MeasureCommerce Dashboard: 胶笔 NOT 液体 NOT 液笔 NOT 卡玫罗 NOT 鹅卵⽯ NOT 眼影 NOT 卧蚕 NOT 睫⽑ NOT ⽔笔 NOT 眼线膏 2