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1、唇膏消费差异折射社会贫富差距 If you re not aware already we re living in a new retail world where there isn t so much one large consumer base but two divided by economic status The well off are buying bigtime the worse off are just trying to survive 大家可能还不知道 我们现在生活在一个全新的零售世界里 这个世界并不仅是一个庞 大的消费群体 而是被经济地位划分成两个消费阶层 富
2、裕阶层购买高档商品 贫穷阶层只 能努力生存下去 The bifurcation trend is present in apparel and home appliances and it s holding true in the land of lipstick mascara and moisturizer too When it comes to beauty product sales the rich are puckering up while the poor are pulling away 这种两极分化的趋势既出现在服装和家用电器方面 也出现在唇膏 睫毛膏和保湿霜的 市场
3、谈到美容产品的销售 有钱人开心购物 而穷人则黯然走开 Beauty and personal care sales overall in the United States have been sluggish of late The market grew 1 8 last year a slowdown from the 3 2 and 4 3 growth it recorded in 2012 and 2011 respectively according to Euromonitor 美 国 美 容 和 个 人 护 理 产 品 销 售 额 近 来 总 体 表 现 低 迷 根 据 欧
4、睿 信 息 咨 询 公 司 Euromonitor 的统计 这个市场去年增长了1 8 分别低于 2012 年3 2 的增长和 2011 年4 3 的增长 But a look at the sales of premium beauty and personal care products priced 21 and up tells a slightly different story In that sector sales grew 3 3 last year and there was an increase in sales of 16 9 in the period between
5、 2008 and 2013 On the flip side sales of mass beauty products priced 20 and under grew just 1 3 in 2013 and 8 3 in the past five years 但是仔细观察高档美容和个人护理用品 售价21美元以上 的销售额 大家会发现完全 不同的情况 高档美容产品行业去年的销售额增长了3 3 在2008 年到 2013 年期间销售额 增长了 16 9 另一方面 大众美容产品 售价 20 美元以下 的销售额在 2013 年仅增长 1 3 在过去五年的增长幅度也只有8 3 The high
6、er sales of luxury beauty products that are typically sold at a department store or stand alone beauty stores such as Sephora MAC or Shiseido reflect the economic recovery that s confined to the upper echelon of consumers As of September 2013 95 of the income gains since 2009 have gone to the top 1
7、As a result spending by the top 5 of earners has risen 17 it s risen just 1 among the bottom 95 of earners 奢华美容产品的销售额较高 这些产品通常在百货商店和丝芙兰 MAC 或资生堂等美容 产品专卖店出售 反映了美国经济复苏仅限于最高端的消费者 截止到2013 年9月 2009 年以来美国收入最高的1 人口占据了全部收入增长的95 结果是 美国收入最高的5 人口支出增长了17 而收入最低的95 人口支出只增长了1 With the good stock market performance
8、 and the recovery in housing prices affluent customers feel comfortable spending on premium products says Virginia Lee a senior research analyst at Euromonitor With food stamp cuts and uncertainty over health care lower income customers don t have that same confidence she says and cheaper beauty pro
9、ducts for sale at drugstores have struggled as a result 欧睿信息咨询公司的高级研究分析师弗吉尼亚 李说 随着股市的良好表现和房地产价 格的回升 富裕客户更愿意付钱购买高端产品 她表示 由于食品券开支削减和医疗保健 的不确定性 低收入客户并不具备同样的消费信心 因此药店销售的廉价美容产品业绩不佳 The rich vs poor divide is obvious when comparing sales of premium and mass brands that sell similar beauty products Sally H
10、ansen which sells nail polish that costs between 4 and 6 saw sales decrease by 7 3 in 2013 Sales at Essie meanwhile where a bottle of nail polish will run you 8 to 8 50 grew 13 6 Cover Girl with its inexpensive line of makeup you can find in any Walgreens WAG or CVS CVS saw 1 9 growth in 2013 Compar
11、e that to MAC s more expensive makeup whose sales grew 7 2 Neutrogena whose 4 oz bottle of facial moisturizer costs 12 99 saw sales increase 1 3 last year Clinique which sells a 27 4 2 oz bottle of moisturizing lotion saw a 6 bump 比较销售类似美容产品的高端和大众品牌时 富人和穷人的差异更为明显 莎莉汉森 Sally Hansen 主要销售价格在4美元到 6美元的指甲
12、油 该品牌在2013 年的销售额下降 了7 3 与此同时 艾茜 Essie 品牌销售的每瓶指甲油定价为8美元到 8 50 美元 销售 额同比增长了 13 6 封面女郎 Cover Girl 主要销售廉价化妆品系列 人们可以在沃尔 格林药店 Walgreens 和CVS 药店找到这些产品 它在2013 年的销售额增长了1 9 相比之下 化妆品售价更昂贵的MAC 品牌销售额增长了7 2 露得清 Neutrogena 销 售的 4盎司面部保湿乳液每瓶只卖12 99 美元 它去年的销售额增长1 3 倩碧 Clinique 销售的 4 2盎司保湿化妆水售价27美元 去年销售额增长了6 The sales
13、 figures don t only reflect consumer sentiment of course but also point to retailers strategies One influence that s totally separate from the economic inequality debate is the proliferation of specialty beauty stores Sephora and Ulta which bring prestige brands out from behind the department store
14、counter and into the hands of consumers who now feel more comfortable purchasing a pricey product since they can test it first Subscription box company Birchbox gives customers a similar experience at home 当然 销售数字不仅反映了消费者信心 也揭示了零售商的营销策略 完全脱离经济不 平等大辩论的一个影响因素就是丝芙兰和Ulta 等专业美容产品零售店的迅速增长 这些零 售店把声誉良好的品牌从百
15、货公司专柜带到顾客手中 顾客现在感觉更愿意购买昂贵的产 品 因为她们可以先试用产品 化妆品订购公司Birchbox也让顾客在家中享受类似的体验 And then there s the case of retailers buying into the theory that poorer people don t want discretionary items In the third quarter of 2013 mass retailers did what s called a de stocking according to Javier Escalante an executi
16、ve director at Consumer Edge Research who covers the household and personal care sectors The stores removed beauty items from aisle endcap displays retail real estate known to prompt impulse buys and replaced them with more practical items which helped depress mass beauty sales Retailers made the decision that people aren t into mascara they re into sponges Escalante says In a way it becomes a self fulfilling prophecy 此外 零售商也赞同穷人不想购买非必需品的理论 研究家用和个人护理产品行业的消 费者前沿公司 Consumer Edge Research 执行董事哈维尔 埃
