Iincoko ezichasene nokuguga azisekho kubaphulaphuli abadala kuphela. UGen Z unomdla ngakumbi "kwi-prejuvenation" kunye nothintelo, ngakumbi kumaqonga eendaba ezentlalo anjengeTikTok. I-Gen Z iphinda iqhube ukuthandwa kwe-"tweakment," okanye iinkqubo zokuthambisa ezingathinteliyo, kunye nomxholo wokuchasana nokuguga, ukwenza ukhathalelo lokubuyisela indawo ephambili ekujoliswe kuyo kwiimpawu.
Ugqaliselo lukaGen Z kubomi obude kunye nolwazi lwe-skincare lukwakhokelela kwimfuno yobuqu, iindlela zokhathalelo lwesikhumba ezilungiselelweyo ezifanayo nezo zinikezelwa kwiiklinikhi zedermatology. Jonga kwi imarike anti-ukuguga – iingcali ziqikelela ukuba izakukhula ukuya kutsho kwi-USD 93.1 bhiliyoni ngo-2027. Ngelixa iibrendi zinokusebenzisa amanye amagama afana “ne-pro-aging,” akukho mathandabuzo okuba abathengi basenomdla “kwiimveliso ezichasene nokuguga.”
Kweli nqaku, siza kuphonononga iindlela ezine zokunceda amashishini ukuba angene kwimakethi ekhulayo yokulwa nokuguga, ukuze ukwazi ukuya phambili kwigophe eliza ngo-2025.
Isiqulatho
Isishwankathelo sencoko ye-skincare yokuguga kwimidiya yoluntu
Iindlela ezi-4 zokulwa nokuguga kweskipa oza kuzisebenzisa ngo-2025
Okukwintsusa
Isishwankathelo sencoko ye-skincare yokuguga kwimidiya yoluntu
Nangona iingxoxo malunga nokulwa nokuguga ziyancipha imidiya yoluntu kwi-2023 iyonke, yabona i-uptick ngoJanuwari 2024. Abasebenzisi bexesha elidlulileyo, ngokukodwa kwi-APAC naseYurophu, baye bakhokela ezi ngxoxo kwaye bavuselela umdla kwiimveliso ezichasene nokuguga, ngakumbi kwi-Q1 2024. Idatha evela kwi-WGSN ihlukanisa abasebenzisi kwizigaba ezine: abaqambi abatsha, ininzi yeemfuno, ininzi yamathuba kunye nabaxhamli bokuqala, abaxhamli bokuqala kunye nabaqalayo. Nanku ujongo olusondeleyo kuyo nganye:
Abaphengululi
Abaqambi banomdla ngakumbi kwiimveliso zemihla ngemihla zokhathalelo lwesikhumba ezinefomathi “zejeli” kunye nezo zigxile “kukucoca,” “ukhuseleko,” “izithako ezisekwe kwizityalo” kunye “nokuzenzela.” Nazi izinto eziphambili ekufuneka zithathwe ziimpawu zaba basebenzisi:
- Tyala kwiifomathi zeTactile: Iimveliso zokhathalelo lwesikhumba ezinokwakheka okunomtsalane, njengejeli zevithamin C
- Yenza izicwangciso zolusu ezigcinwe: Nikeza iindlela zokhathalelo lwesikhumba olulolwakho olulungiselelwe imiba ethile yokwaluphala kunye nethoni yolusu engalinganiyo (ingakumbi nge-lactic acid)
- Ukubonelela ngokhathalelo lwesikhumba olwenziwe-uku-odola: Vumela uhlengahlengiso lweemveliso zokhathalelo lwesikhumba ukuhlangabezana neemfuno zomntu ngamnye
- Jonga ukhathalelo lwesikhumba olusondeleyo: Jonga iimveliso ezihambelana nonyango lwezithambiso okanye "iinguqu"
Abamkeli bokuqala
Aba basebenzisi bagxile ekufezekiseni ulusu olukhanyayo, olukhanyayo, kunye nolutsha. Banomdla ngakumbi kwiimveliso ezine-peptides, kwaye bakhathazeke ngakumbi malunga ne-hydration. Nazi izinto eziphambili ekufuneka zithathelwe iibrendi zakuqala:
- Nikeza imixube yepeptide-phambili: Gxininisa kwiimveliso zolawulo lokhathalelo lwesikhumba ezibonisa izithako ezisebenzayo, ezifana neepeptides, ezithandwa ngaba bathengi
- Sebenzisa imiqobo elungele ukuthungwa: Nikeza iimveliso ezinobumba obuthambileyo (ingakumbi ezo zine-hyaluronic acid) esikhumbeni kwaye zixhase umqobo wolusu kunye nokuveliswa kwecollagen.
- Yamkela amagama achazayo: Ukubhenela kwaba bathengi, sebenzisa amagama afana “nombethe,” “bengezela,” kunye “nesikhumba seglasi” kwiinkcazelo zemveliso.
Uninzi lwakwangoko
Uninzi lwabathengi bokuqala lugxile kakhulu kuhlobo lwefomathi yemveliso kunye nokhuseleko lwe-UV. Bakhetha iimveliso kwiifomathi "zeoli" kunye ne "gel". Nantsi into enokwenziwa ngamashishini ukubhenela kuwo:
- Nikeza ukuthungwa okutsha: Iimveliso zesiqhelo zokukhathalela ulusu oluneempawu ezizodwa, ezikhaphukhaphu ezinika umbono "wokukhanya" kodwa zithambile eluswini.
- Qinisekisa ukhuseleko lokufuma: Qinisekisa ukuba ezi mveliso azihluli umqobo wolusu wokufuma
- Gxininisa kukhuseleko lwe-UV: Bandakanya ukhuseleko lwe-UV kwizibonelelo zokhathalelo lwesikhumba ukuhlangabezana neemfuno zaba basebenzisi
Abaphambili
Ii-Mainstreamers zinomdla ngakumbi kubuhle bexesha elide, i-skincare nge-peptides, kunye nezisombululo zokuthintela. Bakhetha iimveliso kwiifomathi ezifana neeserum, ioyile, kunye neepetshi. Nantsi indlela yokubhenela kwaba bathengi:
- Nikeza izisombululo zangaphambili: Kujongwe kubathengi abakwiminyaka yabo engama-20 ngeemveliso ezithintela iimpawu ezibonakalayo zokuguga kwangaphambili (njengamabala obudala)
- Sebenzisa iifomati ezifanelekileyo: Beka kuqala iimveliso ezilula ukuzisebenzisa, zome ngokukhawuleza, kwaye zikhululekile esikhumbeni
Iindlela ezi-4 zokulwa nokuguga kweskipa oza kuzisebenzisa ngo-2025
1. Izisombululo zobomi obude
Ubomi obude buyindlela ekhulayo kwi iimveliso ezichasene nokuguga, ukugxila kwizisombululo ezikhuthaza impilo yesikhumba ixesha elide (ngokusebenzisa i-Vitamin E, njl.) Inxalenye engcono? Incoko malunga nokuphila ixesha elide ekuchaseni ukwaluphala iye yakhula ngokuthe ngcembe, ngakumbi phakathi kwabathengi abaqhelekileyo kwi-APAC nakuMntla Melika.
Izinto eziphambili zokuqhuba lo mkhwa zibandakanya ukwanda kokusetyenziswa kweepeptides kunye ne-collagen banking, ezinceda ekuphuculeni ukunwebeka kolusu, umqobo, kunye nempilo iyonke. Ukuqhubela phambili, iimpawu kufuneka zigxininise uthintelo kunye nempilo yesikhumba kwimiyalezo yazo kwaye zingenise iimveliso ze-age-agnostic ezibonelela ngokunzulu, i-skincare yezinga leselula ehamba ngaphaya kokulungiswa kwembonakalo yemigca emihle kunye nemibimbi.
Iimveliso ezintsha ezifana ne-Swiss brand Timeline Nutrition's Mitopure-infused skincare target iinkqubo zeselula ezifana ne-mitophagy ukulwa nokuguga kwinqanaba lemfuzo. Lilonke, lo mkhwa ubonisa utshintsho oluya kwizisombululo eziphambili kunye nokuthintela ukuguga.
2. Ukhathalelo emva kotyando
Njengoko kukhankanyiwe ngasentla, kukho imfuno ekhulayo yeemveliso ezichasene nokwaluphala phakathi kwe-Gen Z, ngakumbi ezo zincedisa "ukulungiswa" kunye notyando lokuthambisa. Nge-Gen Z eqhuba ukuthandwa komxholo we-tweakment kumaqonga afana ne-TikTok, iimveliso ezinceda ukubuyisela emva kwenkqubo zibhalise umdla owandisiweyo.
Lo mkhwa uqaqambisa ukunyuka kwezihloko ezifana “ukhathalelo emva kotyando” kunye “nobulali,” nto leyo ebonisa ukuba abathengi bafuna iimveliso ezikhuselekileyo zokuchacha kwiintlobo ngeentlobo zezigulo. Ukongeza, amagama afana ne "notox" kunye "ne-tweakments" acebisa imfuno yeemveliso zokhathalelo lwesikhumba eziphindaphinda iinkqubo zokuthambisa ngaphandle kwesidingo sotyando, njengokusebenzisa i-glycolic acid ukususa iiseli zolusu ezifileyo.
Ngexesha elifutshane, iibhrendi kufuneka zisebenzise ulwimi olunxulumene ne-tweakment (umzekelo, "ukugcwalisa," "ubumnene") ukutsala abathengi. Ngakolunye uhlangothi, izicwangciso zexesha elide kufuneka zijolise kwizithako zebakala lezonyango kunye nobuchwepheshe obuphambili obulinganisa unyango lobuchwephesha. Ngokomzekelo, i-brand yaseKorea i-VTCosmetics isebenzisa i-micro-spicules kwi serum yayo ukulinganisa imiphumo ye-microneedling.
3. Isibheno sobunzima
Ngowama-2025 kusenokwenzeka ukuba ubone ukhetho olukhulayo lobunzima, iimveliso ezingancangathi zeskipa, ngakumbi kwiindawo ezishushu. Abathengi bahamba besuka kwizinto ezinzima, ezinqabileyo (eziqhelekileyo kwiimveliso ezichasene nokuguga kunye ne-UV) kwaye bamkele i-lighter, iifomyula zokupholisa endaweni yoko.
Idatha ibonisa ukuba izinto ezilula, ngakumbi iiserum kunye namafutha, lawula incoko, ngelixa i-"gel" textures ifumana ukuthandwa, ngakumbi phakathi kwabavelisi kunye nakwiimarike ze-APAC. Iipetshi zikwayinto enkulu kubathengi abaqhelekileyo.
Ukunyuka kwamaqondo obushushu kwihlabathi ngomnye wezona zinto ziqhuba lo mkhwa. I-skincare elula iimveliso ziziva zikhululekile ngaphandle kokuncama ukhuseleko kwizinto ezisingqongileyo ezifana nobushushu kunye nemitha ye-UV - ngoko ayimangalisi into yokuba abathengi bafune ngaphezulu kwazo.
Ke ngoko, iibrendi kufuneka zigxininise kwimiqulu ekhaphukhaphu, yokomisa ngokukhawuleza ebonelela ngeemvakalelo zokupholisa ngexesha elifutshane. Iinguqu zexesha elide kufuneka zijolise kwimiba yesikhumba ebangelwa kukutshatyalaliswa kobushushu. Ngokomzekelo, i-brand yaseTshayina i-Byflowering inikezela ngeemaski zamaphepha ukukhusela umbala emonakalweni welanga.
4. Izicwangciso zesikhumba ze-Hi-tech
Abathengi be "Skintellectual" bayasuka kwiimveliso ezichasene nokwaluphala ngokubanzi bethanda izicwangciso zolusu ezilungiselelwe umntu olungiselelwe iinjongo ezithile zolusu, njengokuguda, ubutsha, ukubengezela, kunye nokunwebeka. Ukukhankanywa ngokubanzi “kokuchasa ukuguga” kuyehla, ngelixa ukwenziwa komntu kunye neerejimeni ezilungiselelwe wena zifumana ukuthandwa, ngakumbi phakathi kwabavelisi be-APAC.
Lo mkhwa wokwenza ubuqu uqhutywa ngumnqweno weendlela zokhathalelo lwesikhumba ezilungiselelwe iimfuno zomntu ngamnye. Iibrendi zinokwenza le meko ngokunikezela ngeemveliso ezahluliweyo ezineziphumo eziqinisekisiweyo ezixhaswa yidatha yaselebhu. Iinguqulelo zexesha elide zinokubandakanya izixhobo ezinikwe amandla nge-AI zokubeka iliso kunye nokulungelelanisa i-skincare esekwe kutshintsho eluswini.
Okukwintsusa
Umzi-mveliso wobuhle ngo-2025 ujonge phambili, ekujoliswe kuwo, kwiindlela zokulwa nokuguga ezijongana nezinto ezixhalabisayo ezifana ne-hormonal acne kunye nomonakalo we-UV. Abathengi, ngakumbi izizukulwana eziselula, baya benolwazi olungakumbi malunga nokwaluphala kwaye bafuna izisombululo ezichanekileyo. Ngenxa yoko, iimpawu kufuneka zigxininise "kwi-prejuvenation" ukujolisa abantu kwi-20s yabo, ukubonelela ngononophelo lokuthintela iimpawu zokuqala zokuguga kunye nokubuyisela.
Iibrendi nazo kufuneka ziqinisekise ukuba uphando lwabo lubandakanyiwe, ngakumbi kuzo zonke iindidi zamaqela eentlanga. Kuya kufuneka bathathele ingqalelo ukubonelela ngeemveliso ngexesha lokuthengisa kunye nokuhanjiswa simahla ukubhenela kubathengi abaqaphela uhlahlo lwabiwo-mali lwe-Gen Z. Ukongeza, njengoko amaqondo obushushu enyuka, kunokwenzeka ukuba kubekho urhwebo olukhulayo phakathi kwabantu abakwiimozulu ezishushu abafuna unyango olubuyisela ulusu oluveziweyo, bekhuthaza abathengisi ukuba babonelele ngemixube ethile.
