Lub hom phiaj tau ntxiv cov npe tshiab rau nws lub tuam tsev kev zoo nkauj. Ntawm cov khw muag khoom loj zuj zus, nws kuj muaj cov khw muag khoom me me Ulta Beauty nrog cov npe nrov.
Melissa Repko | CNBC
Raws li tus nqi nce siab, qee cov neeg tau txiav txim siab tsis tau txais ib pab tub rog tshiab, ncua kev yuav khoom loj xws li TV lossis raug tshem tawm Netflix Accounts.
Tab sis rau tam sim no, lawv tseem splurging ntawm kev zoo nkauj.
Rau cov khw muag khoom, qeb kev zoo nkauj tau dhau los ua qhov tsis tshua muaj qhov kaj thaum tib neeg rub rov qab los ntawm kev siv nyiaj thaum muaj kev nce nqi nce ntxiv. Feem ntau pom tias yog cov khoom kim heev uas pheej yig, nws tsuas yog cov khw muag khoom tshwj xeeb uas muaj kev muag khoom muag hauv thawj ib nrab ntawm lub xyoo, raws li NPD Group, uas taug qab pawg xws li khaub ncaws, thev naus laus zis thiab cov khoom ua si, nrog rau cov khoom zoo nkauj ntawm kev tshwj xeeb thiab khw muag khoom.
Olivia Tong, tus kws tshuaj ntsuam ntawm Raymond James tau hais tias "Koj tsis tuaj yeem tawm mus noj ntau ntau, tab sis koj tuaj yeem yuav koj tus kheej daim di ncauj," said Olivia Tong.
Lub caij nplooj ntoos hlav no, Lub Hom Phiaj hu tawm lub zog ntawm nws kev muag khoom zoo nkauj, txawm tias nws ob zaug txiav nws cov nyiaj tau los rau lub xyoo. Walmart tseem tab tom nqis peev rau hauv qeb thiab dov tawm cov kev zoo nkauj tshiab rau ntau pua lub khw muag khoom, txawm tias nws cov lus ceeb toom tias cov neeg yuav khoom tau hla dhau qhov kev txiav txim siab zoo li khaub ncaws.
Lwm yam tseem ceeb ua haujlwm hauv kev lag luam nyiam, ib yam nkaus. Kab tshoob thiab tog tau khaws dua. Ntau tus neeg tab tom rov qab mus rau qhov chaw ua haujlwm, thiab tsis tuaj yeem nkaum tom qab lawv zoom lim. Thiab thaum muaj kev sib kis, qee tus neeg tau txais tus cwj pwm pampering lawv tus kheej hauv tsev nrog lub ntsej muag lub ntsej muag, kho plaub hau thiab lwm yam khoom zoo nkauj.
Larissa Jensen, kws tshuaj ntsuam xyuas kev zoo nkauj rau NPD, hu nws rov qab los ntawm "mem pleev di ncauj index" - ib lo lus ua nto moo los ntawm Leonard Lauder, tus thawj coj ntawm pawg thawj coj ntawm Estee Lauder, los piav txog nce kev muag khoom ntawm cov tshuaj pleev ib ce thaum muaj kev lag luam poob qis thaum ntxov 2000s.
Raws li kev xav tau ntawm cov neeg siv khoom poob qis, daim di ncauj muag ntim tau nce, Jensen tau hais. Qhov kev nce no tau nqa mus rau lwm cov khoom zoo nkauj. Kev muag pleev, suav nrog daim di ncauj, tau nce 20%, kev tu tawv nqaij nce 12%, tshuaj tsw qab yog nce 15% thiab kev tu plaub hau yog nce 28% rau thawj ib nrab ntawm lub xyoo - thiab lawv tag nrho cov loj hlob nyob rau hauv units, nrog rau cov nyiaj, nws hais.
Feem ntau ntawm cov qeb kev zoo nkauj txoj kev loj hlob yog los ntawm cov tsev neeg uas khwv tau nyiaj ntau dua $ 100,000 ib xyoos, thiab Jensen tau hais tias cov neeg txo nqi yuav muaj lub sij hawm nyuaj dua los ntawm qhov sib txawv. Txawm li cas los xij, kev zoo nkauj qhov kev ua kom zoo tuaj yeem muab qee lub ncoo rau cov khw muag khoom loj hauv lub lag luam qeeb - yog tias lawv tuaj yeem paub txog yuav ua li cas nyiaj hauv.
Kev zoo nkauj ntawm $3, $5, $9
Walmart thiab Target ob qho tib si txiav lawv cov nyiaj khwv tau los tom qab yuav tsum tau kos tus nqi ntawm cov ris tsho, cov khoom siv hauv tsev thiab lwm yam khoom uas tsis muag. Txawm li cas los xij, ob lub tuam txhab tau hloov kho lawv cov chaw saib xyuas kev zoo nkauj thiab ntxiv cov npe tshiab los nyiam cov neeg siv khoom.
Ib xyoos dhau los, Lub Hom Phiaj pib qhib ntau pua lub khw Ulta Beauty sab hauv ntawm nws cov khw muag khoom nrog cov npe xws li MAC Cosmetics thiab Clinique. Lub tuam txhab npaj yuav ntxiv ntau dua 250 xyoo no thiab thaum kawg muaj cov khw muag khoom ntawm 800 qhov chaw, sawv cev txog li 40% ntawm nws cov hneev taw Asmeskas.
Thiab tom qab pom cov tshuaj tsw qab dhau los ua tus neeg muag khoom loj tshaj plaws hauv kev zoo nkauj hauv kev zoo nkauj thaum lub caij so kawg, nws kuj tau ntxiv cov tshuaj tsw qab nrov rau cov khw Ulta, suav nrog Jimmy Choo Man, Juicy Couture thiab Kate Spade New York.
Txij li thaum Lub Ib Hlis, Lub Hom Phiaj tau qhia ntau dua 40 lub npe rau nws cov khoom ruaj khov ntawm cov khoom zoo nkauj, suav nrog cov khoom "huv" uas tsis muaj cov khoom xyaw thiab cov khoom siv dub thiab cov npe dub.
Ntawm kev hu xov tooj nyiaj tau los nyob rau nruab nrab lub Tsib Hlis, CEO Brian Cornell tau hais tias kev zoo nkauj tau pom ob tus lej loj hlob hauv kev muag khoom zoo sib xws hauv thawj lub quarter thib ob piv rau lub xyoo dhau los. Qhov ntawd tau tawg los ntawm lwm pawg, dhau li ntawm cov khoom noj thiab dej haus thiab cov khoom tseem ceeb, uas pom qhov kev poob qis.
Walmart tau ntxiv txog kaum ob lub npe zoo nkauj zoo nkauj los xaiv lub khw. Nws cuam tshuam nrog British kev zoo nkauj khw muag khoom, Chaw NK, ntxiv cov assortment thiab tsim ib daim ntawv ntiag tug.
Melissa Repko | CNBC
Ntawm Walmart, cov kev zoo nkauj tshiab tau teeb tsa lub caij ntuj sov no ntawm 250 ntawm lub tuam txhab cov chaw, uas muaj Mario Badescu, Patchology thiab lwm yam khoom lag luam feem ntau pom ntawm cov khw tshwj xeeb kev zoo nkauj lossis cov khw muag khoom pleev xim.
Ib qho khoom siv pheej yig dua hu ua "Kev Tshawb Nrhiav Kev Zoo Nkauj" kuj tau pib dov mus rau ze li ntawm 1,400 lub khw muag khoom, muab cov neeg yuav khoom di ncauj glosses, tshuaj pleev ib ce thiab ntau dua rau $ 3, $ 5 lossis $ 9.
Walmart kuj tau tawm tsam tshwj xeeb nrog rau cov tuam txhab ncaj qha rau cov neeg siv khoom xws li Bubble, hom tshuaj pleev ib ce nrog cov yeeb yuj ntim thiab tsom rau Gen Z thiab cov tub ntxhais hluas xyoo txhiab. Rau ob peb lub hlis dhau los, nws tau pom ob tus lej loj hlob hauv nws cov lag luam tshuaj pleev ib ce, hais tias Creighton Kiper, Walmart tus lwm thawj coj ntawm kev muag khoom rau kev zoo nkauj.
"Kev zoo nkauj yog pawg txaus nyiam uas nws tsis nyiam zaub mov thiab nws tsis zoo li kev noj qab haus huv thiab kev noj qab haus huv, tab sis tseem cov neeg siv khoom sib cuam tshuam thiab koom nrog nws txhua hnub," nws hais hauv kev xam phaj ua ntej lub caij ntuj sov no. "Koj tau txais qhov kev noj qab haus huv ntawm lub hlwb rau nws nyob ib puag ncig kev ntseeg siab thiab zoo siab rau koj tus kheej."
Thaum cov peev nyiaj tau nruj dua, Kiper tau hais tias cov neeg siv khoom kuj tuaj yeem poob rov qab rau cov kev txawj uas lawv tau txais thaum lub sijhawm muaj kev sib kis - xws li ua lawv cov rau tes lossis cov plaub hau xim hauv tsev - thiab mus rau Walmart mus kav khw rau kev sib tw hauv tsev ntawm lub salon.
Ashley Marie Lemons, niam nyob hauv tsev nyob hauv nroog Atlanta, tau hais tias nws tsev neeg noj mov tsawg dua vim lawv siv khoom noj khoom haus ntau dua, pawm thiab lwm yam khoom siv. Nws hais tias nws noj zaub mov tsis muaj nqaij ntau thiab yuav cov dev kub es tsis txhob noj cov nqaij pricier, xws li tav.
Tab sis nws hais tias nws tseem tso cai rau nws tus kheej siv nyiaj txog $ 50 ib hlis rau cov khoom zoo nkauj xws li eyeshadow pallets thiab mascaras.
"Nws yog lub qhov hluav taws xob rau kuv," nws hais. “Qee tus neeg nyiam kos duab. Nws yog txoj hauv kev muaj tswv yim rau kuv los qhia kuv tus kheej. "
Tau qhov twg los: https://www.cnbc.com/2022/08/14/-the-lipstick-index-is-back-and-retailers-are-trying-to-cash-in-.html