敏感细分人群的美白护肤形态及需求  

Whitening Skin Care Forms and Needs of Consumer Segmentation Depends on Skin Sensitivity

作　　者：齐荣 程党党 QI Rong;CHENG Dangdang(Shanghai Jiyan Bio-pharmaceutical Co.,Ltd.,Shanghai 201702,China;Yunnan Botanee Bio-Technology Group Co.,Ltd.,Kunming 650106,Yunnan,China;Yunnan Yunke Characteristic Plant Extraction Laboratory Co.,Ltd.,Kunming 650106,Yunnan,China)

机构地区：[1]上海际研生物医药开发有限公司,上海201702 [2]云南贝泰妮生物科技集团股份有限公司,云南昆明650106 [3]云南云科特色植物提取实验室有限公司,云南昆明650106

出　　处：《香料香精化妆品》2025年第2期165-171,共7页Flavour Fragrance Cosmetics

基　　金：云南特色植物提取实验试自主研究项目(编号2024YKZY001)。

摘　　要：通过设定年龄段和敏感皮肤表征对消费者进行筛选,最终针对1000名有肤色困扰的消费者进行线上问卷调查,分析和探究了消费者的护肤形态、肤色困扰、肤色困扰诱因、困扰解决方案、美白认知、产品购买影响因素、理想产品等内容,并通过细分人群分析进一步研究了不同敏感分型细分人群的潜在肤色改善需求及行为解析。对此,总结出亲近消费者并契合痛点的市场宣称、根据细分消费者特征设计产品以及根据产品使用形态/期待方向挖掘市场潜在机会等产品开发前期的参考内容,希望可以帮助品牌开发以“消费者”为起点的产品。Consumers based on age group and sensitive skin characteristics were selected,and an online questionnaire survey among 1000 consumers who had skin color concerns was conducted in this paper.Consumers’skin care habits,skin color concerns,causes of skin color concerns,solutions to these concerns,cognition of skin whitening,influencing factors of product purchase,and ideal products were analyzed and explored.Through segmented population analyses,the potential skin color improvement needs and behavioral patterns of different sensitive skin types were examined.Then it summarized the market claims close to consumers and fit their pain points,the product design based on the characteristics of segmented consumers,and the market potential opportunities based on product usage patterns/expected directions.These are reference points for product development in the early stages,aiming to help brands develop consumer-centered products.

关 键 词：敏感性皮肤 泛敏感性皮肤 线上问卷 肤色改善 美白 消费者 

分 类 号：TQ658[化学工程—精细化工]