Ubuhle Besabelomali: Imibono Ethandwa Amakhasimende

Njengoba abantu bejwayelana nesimo esibucayi sezindleko zokuphila, hlola ukuthi izinhlobo zobuhle zizijwayeza kanjani futhi ubhekane nabathengi abaqaphela amanani. Imikhiqizo eminingi iqinisekisa ukuthi abathengi akudingeki badele ikhwalithi nokusebenza kahle ngokusebenzisa ezintsha imiklamo yemikhiqizo, ezinye izindlela ezithengekayo, kanye nezinhlelo zokunciphisa izindleko. Lesi sihloko sihlanganisa amathrendi akamuva ukusuka ku-minimalism kuya ekuthengeni kanye 'nokukhohlisa' futhi inikeza izixazululo ezivumelana nemvelo.

Okuqukethwe
Uhlolojikelele lwemakethe yobuhle yesabelomali
Ubuhle nge-dime
Imibono yobuhle ngekusasa

Uhlolojikelele lwemakethe yobuhle yesabelomali

Imboni yobuhle yomhlaba wonke yaziswa kakhulu I-US $ 511 bhiliyoni ngo-2022 futhi kulindeleke ukuthi ikhule ngezinga lokukhula elihlanganisiwe lonyaka (CAGR) lika-4.76% kusukela ngo-2022 kuya ku-2026. Ngisho noma imakethe ibonakala inenzuzo enkulu, abathengisi kufanele bacabangele ukukhuphuka kwezindleko zokuphila futhi banikeze izixazululo ezithengekayo.

Imikhiqizo yemisebenzi eminingi eqeda isidingo sezinto eziningi zokunakekelwa kwesikhumba idingeka kakhulu. Amakhasimende afuna okungabizi ukunakekelwa kwesikhumba ezinye izindlela ezingenawo amakhemikhali nama-sulfate. Kunomkhuba obheke emikhiqizweni yemvelo yonke, esimeme, kanye nentengo ephusile. Imikhiqizo evumelana nezindleko zokuphila ezikhulayo iheha izethameli eziningi.

Ubuhle nge-dime

Izindlela ezingabizi ze-skincare

Ngokukhuphuka kwezindleko zezidingo zansuku zonke, abathengi abaningi bazofuna okwengeziwe ezingabizi ezinye izindlela. Lokhu kufakazelwa ukwanda okungama-40% ekusesheni kwe-Google imikhiqizo 'ekhohlisayo', ikakhulukazi esigabeni sobuhle, ngoJuni 2022. Abagqugquzeli benkundla yezokuxhumana baqhuba isiko lokukhohlisa lezinye izindlela ezithengekayo kunemikhiqizo ewubukhazikhazi.

Amavidiyo amaningi asakazwa yigciwane le-dupe try-on asabalale ku-Tik Tok, eseba yithuluzi lokukhangisa ngokushesha. Abathonya bangeza ukubuyekezwa komkhiqizo, ukwanda kokuchayeka nokuthengisa okushayela. Amakhasimende amaningi athembele kuzibuyekezo ukuze awasize enze isinqumo esinolwazi futhi azuze ngokugcwele emalini yawo. Izixazululo ezithengekayo ze-skincare ezenziwe ngazo zonke izithako zemvelo mahhala amakhemikhali, ama-parabens, ama-sulfate, nama-silicone adingeka kakhulu.

Amanye amakhasimende asebenzisa amawebhusayithi ukuze aqhathanise amanani futhi athole okungcono kakhulu ezingabizi ezinye izindlela zemikhiqizo edumile. I-Brandefy, isibonelo, iwuhlelo lokusebenza oludumile lwabathengi olufaka isikolo esiphindiwe ukukhombisa ukufana. Ukufana komkhiqizo kubalwa kusetshenziswa izici ezine ezibalulekile: izithako, ukungaguquguquki, isikhathi sokugqoka, kanye nephunga.

Uma kuziwa kuma-dupes, obala kubalulekile ngoba abathengi bafuna ukwazi izithako ezibalulekile kumkhiqizo ngamunye, okuhlanganisa amaphesenti nemisebenzi, ukwakha ukwethembana nokwenza isinqumo esinolwazi.

Ukuzibophezela emphakathini

Phakathi kwezindleko ezikhuphukayo kanye nokwehla kwamandla emali, akuphephile ukusho ukuthi imboni yonobuhle ngeke ithintwe. Amakhasimende amaningi ayawazisa ama-brand anjalo obala mayelana nezinselele zabo futhi kungakha ukwethembana nokwethembeka. Njengoba imboni yobuhle ibhekela ukwenyuka kwamanani emali okuzayo, izinkampani ziyaphoqeleka ukuthi zenze izinqumo zentengo nokupakisha kuyilapho zikhumbula ukukhuphuka kwezindleko zokuphila.

Ukwenyuka kwamanani nakho kujwayelekile, njengoba kubonakala ku-P&G ukunakekelwa kwezinwele imikhiqizo ngo-2021. Basho ezinkundleni zokuxhumana ukuthi intengo yemikhiqizo ethile izokhuphuka ngenxa yokukhuphuka kwezithako kanye nezindleko zokukhiqiza. Ngakolunye uhlangothi, i-Deciem, inikeze amakhasimende ithuba lokuthenga imikhiqizo ngentengo yoqobo emasontweni amabili ngaphambi kokuba amanani enyuke.

Ngenkathi amanye amabhrendi enyusa amanani awo, amanye awehlisa ngokuhlela amasu. Isibonelo, i-Rita Hazan, uhlobo lwezinwele, lwehlise izintengo zalo ngokufaka amakha abizayo esikhundleni sokwenza uhla lufinyeleleke kalula. Ngakho, kubalulekile ukuqaphela ukuthi brand zivume izinselelo zabathengi.

Kule ndawo eguquguqukayo, indlela yokulinganisa eyodwa ayisebenzi, futhi ngenxa yalokho, umuntu kufanele aqaphele izinselele ezihlukahlukene futhi anikeze izixazululo ezanele. Brands ezidlulisa izindaba zazo kumakhasimende zingakha ukwethembana. Isibonelo, i-Upcircle, ibhrendi yaseBrithani, ithembise ukusiza abathengi ekubhekaneni nezinselele zezindleko zokuphila ngokunikeza umhlahlandlela nokusebenzisa inkundla yayo ukwabelana ngamathiphu okonga imali.

Izixazululo ze-Eco-friendly

Ngokwenhlolovo ye-EY, cishe amaphesenti angama-32 abathengi bakhathazekile ngokuthengeka, futhi 47% Kholwa esimeme imikhiqizo ibiza kakhulu, okwenza ukuthenga kube nzima. Ngale mpikiswano, amabhrendi amaningi azama ukuthola ibhalansi efanele phakathi kokuthengeka nokusimama. Ngokolunye ucwaningo, 65% yabaphendulile bakholelwa ukuthi amabhrendi kufanele enze okwengeziwe ukuze ahlinzeke ngokuqhubekayo izixazululo. Ngenxa yalokho, amabhizinisi amaningi aphendukela kuwo igcwaliswa kabusha izixazululo nemikhiqizo yokonga amanzi, phakathi kwezinye izinto.

Igagasi lemikhiqizo emisha lifaka amafomethi angangeni manzi emikhiqizweni yawo, ngaleyo ndlela yonga amanzi. U-Alterna no-Kao, isibonelo, amabhrendi asebenzisa izimpushana esikhundleni sezixazululo ezisekelwe ukhilimu futhi ahlinzeka nge-shampoo amashidi ezingadingi manzi. Enye i-brand, i-Drybath, ithengisa amajeli angenawo amanzi asiza ukususa ukungcola namaseli esikhumba afile ngaphandle kwamanzi.

Imikhiqizo edinga amanzi amancane kakhulu isiza ukunciphisa izindleko zamanzi njengoba abathengi befuna izixazululo ezithengekayo. Isibonelo, uhla lwe-Lush lokunakekelwa komlomo olungenamanzi ludinga inani elincane lamanzi. Le mikhiqizo ilungele futhi kubantu abahlala ezindaweni lapho amanzi ebiza khona noma engafinyeleleki kanye nalabo abathanda imisebenzi yangaphandle njengokukhempa.

Ngokuhamba kwesikhathi, imikhiqizo yokunakekelwa komuntu siqu esebenzisa amanzi amancane futhi ibeka phambili ukusimama izokhanga izethameli eziningi. Imikhiqizo efana Nope. athola ukuduma ngenxa yabo kwemvelo izixazululo, ezifana neshampoo yazo engenamanzi, engenapulasitiki kanye ne-conditioner Amabha, okuthiwa ihlala isikhathi eside ngokuphindwe kathathu kunebhodlela elivamile. Khonamanjalo, i-Engeza i-Aqua ingenye ibhrendi ethengisa ukugeza izandla ngempushana kuya kugwebu kanye neshampu ehlinzeka ngokuphindwe kane inombolo yokugeza kunomkhiqizo owuketshezi ojwayelekile.

Ukunakekelwa kwesikhumba okuncane

I-Minimalism igcwele imboni yobuhle, ngemikhiqizo yezinhloso eziningi ethatha indawo yezinqubo zokunakekelwa kwesikhumba ezinezinyathelo eziningi. Lo mqondo wonga imali nesikhathi, okuyinto abathengi abaningi abakwazisayo. Abathengisi abaningi, okuhlanganisa i-Bath & Beyond, Boots, ne-Superdrug, bayawamukela lo mqondo futhi bagxile ezixazululweni ezingabizi kakhulu kumakhasimende abo.

Ukuqonda lokho abathengi abakufunayo kubalulekile ekunikezeni izixazululo ezingokoqobo ngamanani aphusile. Isibonelo, uJohnson & Johnson bethule umugqa omusha wokunakekelwa kobuhle mahhala ama-parabens, odayi, nama-sulfate, ahambisana nezindinganiso zesimanje zeminyaka eyinkulungwane.

Hlola imikhiqizo yonke-in-one esiza abathengi ekwehliseni inani lemikhiqizo abanayo. Ngaphezu kwalokho, okunomsoco imikhiqizo ehlanzekile, konke-kwemvelo, ayinazo izithako eziyingozi, futhi ingasetshenziswa kuyo yonke imikhuba yobuhle ingenye yezindlela ezinhle kakhulu kumafomula abizayo anezinyathelo eziningi.

Isici sobuhle

Naphezu kokuwohloka komnotho, kukhona imakethe yabathengi abafuna ukuchitheka ezenzweni ezincane. Ngokuka-Leonard Lauder wenkampani i-Estee Lauder, izinto ezincane nezithengekayo njenge umlomoicks ukwandisa ukuthengisa ngesikhathi sokwehla kwamandla emali. Lokhu kuyiqiniso nakwabanye ubuhle imikhiqizo efana ne- amafutha. Lokhu kufakazelwa ukwenyuka ngo-16% kokuthengiswa kobuhle bePrestige ku-Q2 2022, okuqhutshwa ikakhulukazi abahola imali ephezulu.

Izinhlobonhlobo zemikhiqizo yobuhle ethengekayo kufanele ibekwe eqhulwini kwabahola kancane nabahola kancane.

Ngenkathi abantu besebenzisa imali ezintweni eziwubukhazikhazi obuncane, amabhrendi kufanele abeke phambili ulwazi lwamakhasimende ukuze abathengi bakwazi ukusebenzisa imali yabo ngokugcwele ngesikhathi sokwehla komnotho. Amabhizinisi amaningi asabela ezinseleleni ngokusungula izinhlelo ezahlukene zokuthuthukisa ulwazi lwamakhasimende.

Olunye uhlelo luhlanganisa ukusebenzisa izithombe ezincane esitolo ukuze amakhasimende azizame ngaphambi kokuthenga. I-CVS, isibonelo, yethule uhlelo lokuxilonga isikhumba esizeni ukuze isize amakhasimende ekwenzeni izinqumo ezinolwazi.

Imibono yobuhle ngekusasa

Amakhasimende ayakwazisa ukubonisa izinto obala, ngakho izinqumo zamanani nezizathu zawo kufanele kwaziswe. Ngaphezu kwalokho, imicimbi ekhethekile ebonakalayo neyasesitolo, izipho, nezaphulelo izindlela ezinhle kakhulu zokugcina amakhasimende ethembekile.

Ngenxa yokuthi amakhasimende amaningi abhekana nobunzima ngenxa yenkinga yezimali, imikhiqizo enenani eliphezulu nezinzuzo eziningi izokhethwa. Imikhiqizo ethula izinhlelo ezisizwa ngamakhasimende ukuze kubhekwane nezinselele zomnotho zizobusa emakethe.

Abantu abaningi bafuna ukwenza lula kwabo ubuhle umkhuba ukuze ugweme ukusebenzisa imali echichimayo emikhiqizweni eminingi. Ngenxa yalokho, imikhiqizo yobuhle yezinhloso eziningi iyathandwa njengamanje. Futhi okokugcina, ngenxa yokuthi ezinye izindlela ezisimeme zibiza kakhulu kunozakwabo bendabuko, ukuhlinzeka ngezixazululo ezingabizi kubalulekile.