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1、2023?2023.02INDEX?01?美妝企業出海優勢美妝企業出?，F狀02?美國東南亞日韓拉美03?全球頭部DTC品牌出海頭部美妝品牌04?對?千?2020?蓮?8.4%?2022?蓮?3?2020?務?5400?務?務?千?務?DTC?務?/?KOL?3?對?務?爽?務?401?5?-?告?6Source:Euromonitor,Meet Intelligence?2022?8%?蓮?蓮?3,080?2022?10%?2026?蓮?蓮?4,000?$1,206$1,404$1,550$1,653$1,776$2,161$646$597$653$711$773$933$483$453$53

2、5$578$627$770$108.9$108.0$124.5$137.5$150.1$183.420162020202120222023E2026E?16-22CAGR22-26CAGR+4.0%+7.5%+3.0%+7.4%+1.6%+7.0%+5.4%+6.9%$2,562$2,862$3,080$3,326$2,444$4,047+7.6%+8.0%(53.7%)(23.1%)(18.8%)?Source:Euromonitor,Meet Intelligence7?銳?研?蓮?78%?/?5?5%?銳?1/8?讓?銳?銳?US$7.1?銳?銳?2021?(21-26 CAGR)?/?

3、(?)$778.3(+8.2%)?$193.5(+5.9%)?$89.6(+4.3%)?$86.5(+5.5%)?銳$168.7(+6.1%)?$40.4(+5.2%)?$27.1(+4.8%)?/?$23.1(+4.6%)?$57.5(+6.0%)?$48.7(+2.9%)?$29.2(+4.2%)?Source:Euromonitor,Meet Intelligence8?蓮?38%?5?蓮?蓮?告?2021?(21-26 CAGR)?$250.3(+8.0%)?$174.6(+6.3%)?$146.5(+8.4%)?$55.4(+5.5%)?$26.1(+6.5%)02?9?務?Sour

4、ce:Meet Intelligence10?20?告?告?研?(1978)?(1979-2005)?(2006-2016)?野?(2016-?)?模?務?Source:?,Meet Intelligence11?務?20?10?務?務?5?務?1-2?etc?/?21?粉?OEM/ODM?粉?2020?5000?5?2021?務?Source:?,Meet Intelligence12?模?模?6-10?模?模?蓮?模?50%?的?3-6?12-18?100-150?OEM生產成本OEM利潤OEM拿貨價物流成本營銷成本促銷成本零售價20%?A?Etc?Source:Meet Intellig

5、ence13?DTC?/?5400?+2021?160?務?務?Source:Meet Intelligence14?模?/Perfect Diary?2020?/CHIOTURE?2020?/JudyJoll?2019?Hedone?2020?/Colorkey?2020?/?/HoldLive?2020?/Spenny?2020?VNK?2020?/Focallure?2016?/Susisu?/?/Florasis?2019?讓?/ZEESEA?2019?/Flowerknows?2019?Yes?IC?2018?Venus MARBLE?2019?/GoGoTales?/?/MEI K

6、ING?2019?/FLAMINGO?2019?Girlcult?2020務?/MSRIE DAIGAR?2017?/CATKIN?2019?/MAOGEPING?2020?/Carslan?2019?2017?2019?2019?2021?和?2008?2018資?2013?2019?2019?2019?務?2022?Source:Meet Intelligence15?2022?KOL?*2022?Dec-21Jan-22Feb-22Mar-22Apr-22May-22Jun-22Jul-22Aug-22Sep-22Oct-22Nov-22Dec-22?(?)?(?)24%4%51%21%

7、?3%3%11%10%73%?/?/?/?*?3?Facebook,Google?TikTok?研?Source:Meet Intelligence16Top 15?*0%5%10%15%20%25%30%35%40%?資?2020Q42022Q4粉?銳?17?務?務?姿?務?/?務?模?姿?姿?模?姿?姿?睫?姿?姿?姿?務?！?太?03?18?務?Source:Euromonitor,Meet Intelligence19?US$663US$594US$535US$303US$251US$154US$119US$242?務?*?務?千6?2026e2021?21-26 CAGR9.0%5.

8、6%5.6%5.5%8.1%8.9%10.1%7.5%2020?務?2021?蓮?600?千?蓮?5?*?務?務?20?21?2022586.4?2026717.8?+5.2%CAGR2022?42.8%31.6%20.5%5.1%?22-26CAGR+5.8%+4.3%+5.3%+5.2%?/?21-26CAGR?Source:Euromonitor,Meet Intelligence2021?CR5=57.2%(-290bps vs 2019)CR5=38.7%(+300bps vs 2019)4.7%3.8%?3.2%?7.5%5.8%4.8%?Source:Meet Intellige

9、nce22?2020?2020?8.4%?2021?導?導?18.3%?蓮?500?告?告?(43.7%vs 54.2%)?銳?31.3%?2021?蓮?告?銳?蓮?/?+?銳?研?13.3%?DTC?Glossier?2017?CeraVe?2021?260bps?DTC?Source:Meet Intelligence23?務?/?Huda Beauty?GloWish?23%?41%?2022?34%?Huda Beauty?GloWish?模?姿?DTC?Kosas?Revealer?模?務?粉?Source:International journal of Dermatology,G

10、lobal cosmetics industry,Meet Intelligence2469%?49%?45%?85%84%82%82%79%74%68%65%61%60%50%48%45%44%39%37%37%31%28%?銳?The Ordinary?2021?Maskne(?Mask Acne)?去?去?撐?(?)?(?)?25?1?+?2GenZ?3DTC?4?Source:Euromonitor,Power Review,Meet Intelligence26?Top3?23.8%38.2%21.0%16.0%17.2%14.8%20182021?Top3?24.5%29.9%23

11、.6%23.9%16.3%15.2%20182021?2022?21%6%4%4%3%4%SEPHORABirchboxBluemercuryBuymebeautyCosme-deDermstore?務?務?2021?38.2%?30%?副模?副?Amazon?確?副?去?副?副?49%?50?務?41%?+?Source:Power Review,Meet Intelligence27?副?羥?副?羥?去?去?Z?去?去?愿?愿?+?送?3?尼?74%47%45%40%37%?對?副?/?/?Source:Scrumball,Meet Intelligence28?YOUTUBE?25.4%

12、9.7%10.9%54.0%0-17?18-24?25-34?35-54?務?YOUTUBE?YOUTUBE?副?睫?副?睫?研?匹?匹?1.8%?匹?2.3%?YOUTUBE?KOL?副?TA?3%?beauty?尼50+?7.33%?youtube?63.6%24.6%6.5%5.3%?務?KOC 務?太?1/10?務?務?務?Gen?Z?Source:Pew Research Center,Meet Intelligence29GenZ?匹?去?GenZ?去?去?GenZ?GenZ?40%?70%?GenZ?送?送?33%?Z?去?睫?務?睫?19%?GenZ?88%?Z?去?務?歲?5

13、2%?Z?去?Z?去?去?贈?28%?Source:Statista,Student Bean,Meet Intelligence30?GenZ?25?告?送?送?粉?GenZ?送?GenZ?16%15%13%11%10%10%8%7%6%4%?69%Z?Z?去?撐?銳爽?告?75%Z?50?GenZ?副?務?銳爽?DTC?DTC?Source:Brands websites,Meet Intelligence31?DTC?DTC?務DTC?2010?滋?導?DTC?3C?DTC?Z?DTC?2021?DTC?務?45%?2010?30?25?DTC?DTC?銳爽?銳爽?Source:Bran

14、ds websites,Meet Intelligence32?銳?銳?導?導?蓮?GenZ?DTC?粉?銳爽?銳爽?DTC?Glossier?Junoco?TikTok副?KOL/KOC?模?模?DTC?Glossier?務?務?Junoco?#To Be Human?務?300?銳爽?DTC?銳爽?銳爽?Clinique?告?Fresh?務?模?務?Source:Brands websites,Meet Intelligence33?副?去?13%?4?副?去?GenZ?Z?去?50%?(?)?DTC?Glossier?Colourpop?Fenty Beauty?副?蓮?副?尼?DTC?

15、Huda Beauty?務?Lunar Beauty?務?Source:Brands websites,Meet Intelligence34?DTC?DTC?名?紙?紙?名?名?DTC?No.B.S.?DTC?Augustinus Bader?35?6?36Source:Euromonitor,Meet Intelligence?2022133?2026192.1?+9.6%CAGR2022?69.2%18.3%10.6%1.9%?22-26CAGR+9.6%+10.6%+8.7%+7.5%?/?/?21-26CAGR?2021?MNC?MNC?*?*?*?*?*?Source:Meet I

16、ntelligence37?2020?千?2021?千?千?撐?撐?撐?撐?的?千?務?模?千?千?蓮?5?撐?10.1%?7%?2021?7?銳爽?千?紙?千?紙?5?千?副?(41%vs 38%)?千?千?千?千?千?銳爽?銳?(20.3%vs12.5%)?千?千?千?千?爽?千?Mistine?務?務?務?千?務?千?務?千?務?務?務?副?務?研?Wardah?研?研?Source:Statista,Euromonitor,Meet Intelligence38?29%?34%?尼?尼?副?千?贈?千?千?蓮?告?千?5?蓮?蓮?蓮?蓮?39?KOL?1234?Source:Shope

17、e,Meet Intelligence40$0$2$4$6$8$10$12?$0$2$4$6$8$10$12?$0$5$10$15$20$25$30?$2,213$2,638$2,642$3,798$6,541$35,990?千?2022?6?2022?千?告?副?去?千?油?去?千?油?爽?千?告?千?告?告?務?Source:Meet Intelligence41?腐?腐?腐?腐?副?ABC?ABC?告?腐?TikTok#BowkylionTikTok#jharnabhagwaniTikTok#Anna JoblingTikTok#ROCE ORDOEZTikTok#Naomi NeoTi

18、kTok#Linh TruongSource:Meet Intelligence42?+?銳爽?銳爽?銳爽?銳爽?2019?千?務?C?C?銳?遠?銳?Source:Euromonitor,Shopee,Meet Intelligence43?副?千?5?千?千?副?副?副?2016?1.3%?2021?20.9%?副?3?Shopee?Lazada?千?副?6?1.3%6.3%0.6%2.0%0.4%8.0%20.9%15.9%15.0%13.4%10.5%9.9%?7.5%6.8%0.4%4.7%0.8%3.0%33.0%22.1%10.2%19.5%19.2%5.7%?Source:Ti

19、kTok,LOreal,Lazada,Meet Intelligence44?千?粉?TikTok?Nagita Slavina?TikTok?務?2.5?千?千?尼?千?千?AR?紙?副?AR?2019?Lazada?千?千?副?千?Lazada?AR?副?副?AR?KOL?Source:We Are Social,Meet Intelligence45?千?千?務?4?千?3?千?千?千?KOL/KOC?2H27M2H31M3H02M2H59M2H28M3H17M4H06M?千?千?(?SMS?)89%72%64%48%36%19%F a c e b o o kI n s t a g r

20、a mT i k T o kT wi t t e rP i n t e r e s tS n a p c h a tSource:Scrumball,Meet Intelligence?46Nano?(1-20K)48%務?(20-60K)15%?(100K-1M)17%?(1M+)20%?6?TikTok?千?太?務?太?千?務?千?太?kaykai_ntch?760?Cardncyn?370?ueay_r?130?Unaa?1600?Lucintaluna?500?Adhityappeo?420?Niana Guerrero?3310?Dhar Mann?1400?yskaela?1030

21、?ustazebitlew?400?sofyank96?260?khairulaming?200?nasdaily?440?amberromeike?290?naimineo?160?linhbarbie?1450?zaheun?750?tai2701?740?Nano?vlog?告?1w?務?對?popular girl,?羥?對?務?研?尼?副?尼?Source:Scrumball,Meet Intelligence?470%10%20%30%?/?模?千?TikTok?粉?90%?模?vlog?#gayadirumah36?#makeuptutorial4?#?21?#goclamdep

22、26?銳?Source:Ever Bilena,Oriental Princess,Meet Intelligence48?千?千?銳爽?導?千?Ever Bilena?1983?(6.8%)?銳爽?銳爽?2019?Ever Bilena?Jodi Sta Maria?去?務?去?去?務Jodi?去?贈?去?Ever Bilena?睫?盡?務?Oriental Princess?1990?2021?(5.5%)?銳爽?銳爽?2019?Oriental Princess?Varithorn Kanpaibool?Varithorn Kanpaibool?粉?務?Oriental Princess

23、?匹?副?務?49?50Source:Euromonitor,Meet Intelligence?2022335?2026394.6?+4.2%CAGR2022?71.5%20.5%4.1%3.9%?22-26CAGR+3.2%+6.8%+6.1%+5.7%?/?/?21-26CAGR?2021?4.4%3.5%3.0%4.6%4.4%4.3%4.0%4.0%3.4%17.7%9.0%3.0%?Source:Meet Intelligence51?2020?17.4%?2016?務?蓮?30%?務?務?(72.4%vs54.2%)?銳爽?銳?蓮?蓮?1.7?(124?vs 70?)?紙?務?紙

24、?務?導?21-26?撐?8.4%?模?副?副?確?太?太?DIY?務?務?蓮?蓮?告?副?牌?/?副?銳?銳?銳?務?務?太?務?太?務?Fancl?Orbis?務?務?Amore?LG?研?4?告?副?銳爽副?Source:Vogue,Meet Intelligence521?(Retinol)?ISNTREE?71%?2?SK-II?Pitera?務?告?爽?Herbloom?(Kombucha)?3?Fancl?d Program?Fancl?4?5?6?盡?告?睫?粉?Innisfree?睫?re-fill?礦?Tirtir?2021?夠?Saborino?3?1?Ma:nyo Za

25、damAcorn?72?Benton?Source:Euromonitor,Statista,Meet Intelligence5310.8%15.1%22.2%24.4%17.8%17.9%15.6%11.6%2018202114.2%17.5%30.3%32.9%13.0%11.2%11.5%7.6%20182021?27.4%37.3%13.0%13.2%21.5%16.0%13.3%12.1%20182021?33.9%46.9%13.0%10.2%15.0%8.3%9.3%7.7%20182021?務?務?務?副?贈?告?務?太?2021?4?副?務?副?務?Coupang?副?Ol

26、ive Young?副?InstagramSource:We are social,Meet Intelligence54?Cosmo?/?2022?*58%48%31%16%9%TwitterInstagram FacebookTikTokPinterest63%53%31%28%20%Instagram Facebook KakaostoryTwitterTikTok*?=?/16-64?太?Instagram/Youtube副?Cosmo?務?,?去?去?粉?Pony?太?粉?去?55?56Source:Euromonitor,Meet Intelligence?2022273?2026

27、372?+7.5%CAGR33.8%19.5%41.8%4.9%?21-26CAGR+6.6%+8.5%+7.6%+8.4%2021?/?21-26CAGR?2021?CR5=45.1%(-210bps vs 2019)CR5=47.5%(+160bps vs 2019)12.2%8.2%?5.7%?9.5%8.1%6.5%?Source:Meet Intelligence57?2020?蓮?20%?28%?25%?撐?模?告?副?撐?務?務?2022?撐?22-26?5?撐?7.5%?告導?告?(18%vs 8%)?DTC?去?撐?去?務?撐?銳?銳?讓?挑?務?2021?Top10?45.

28、1%?Top10?務60%?務?務?蓮?務?務?務?5?研?務?務?Source:Meet Intelligence58?DTC?副?副?撐?撐?務?撐?務?C?DTC?Elaluz?100%?Avon?DTC?務?贈?務?贈?Natura?DTC?DEZI?銳?Source:Meet Intelligence59?銳?銳?銳?務?銳?銳?銳?銳?銳?銳?務?50%?銳?80%?銳?NativaSpa?Source:Meet Intelligence60?DTC?副?Mary Kay?Tresluce?副?DTC?副?Yanbal?DTC?Rare Beauty?ins?KOL?Source:

29、Statista,HypeAuditor,Meet Intelligence6141%35%31%29%20%18%14%13%12%8%4%?務?千?2021?Top?marimaria?2020?francinyehlke?1550?bianca?1810?amadorat?830?soydanielaalfaro?800?dhasiawezka?500?luisafernandaw?1770?GEMELAS ORTEGA?278.7?Mariam Obregn?258.5?副?副?KOL?務?41%?29%?20%?千?愿?副?04?6263?01COLOURPOP?02GLOSSIER

30、?03FOCALLURE/?04ZEESEA/?64?/?尼?/?研?65COLOURPOPGLOSSIERFOCALLURE/?ZEESEA/?副?KOL?UGC?告?+?銳爽?副?睫?副?千?KOL?副?IP?IP?副?Source:Public resources,Meet Intelligence66?ColourPop?2014?ColourPop?Seed Beauty?ColourPop?2015?WWD?ColourPop?務?名?名?ULTA(?Sephora?)?1011?+Ins?30+?IP?2.5?2022?01?Source:Meet Intelligence67?

31、1?ColourPop?ColourPop?研?詞?Colourpop?Colourpop?導?研?盡?銳?Colourpop?副?去?盡導?ColourPop?盡Seed Beauty?1000?ColourPop?爽?5?12-24?副?Source:Meet Intelligence68Colourpop?:Instagram?1016?Twitter?130?TikTok?110?Pinterest?21?Source:Scrumball,Meet Intelligence69ColourPop?1?KOL?2?KOL/KOC?3?2018?Kathleen Lights?Colour

32、Pop?KOL?KOL?KOC?ColourPop?Colourpop?副?Ins?對?贈?的?Colourpop?KOL?blogger?KOC(0-1K)4%Nano?(1-10K)31%務?(10-100K)27%?(100K-1M)30%?(1M+)8%?(2021.7-2023.1)?IP?Source:Meet Intelligence70ColourPop?Etc.?副?Etc.?IP?/?Colourpopx Disney?Colourpop?爽?爽?Colourpopx BestFriendAnimal Society?務?ColourPop?粉?2016?ColourPop

33、?IP?HelloKitty?100?IP?Source:Public resources,Meet Intelligence71?Glossier?272?+Ins?18?2021?1.02?2021?2014?Glossier?Into The Gloss(ITG)?務?Glossier?蓮?Skin First,Makeup Second?銳爽?銳爽?80%?DTC?Glossier?/?研?2023?Sephora?02?銳?-?Source:Meet Intelligence72Glossier?Emily Weiss?/?送?導?Glossier?銳爽?務?銳爽?銳爽?務?銳爽?歲

34、?Glossier?Pure&True?Glossier?蓮?模?模?蓮?蓮?銳爽?夠?夠?Glossier?Baby PinkBoy Brow?Cloud Paint?Milky Jelly Cleanser?Glossier?務?務?Source:Glossier,Meet Intelligence732016?Glossier?F2F?4?100?20%?2022?5?1?3?夠務?Glossier?Glossier D.C.Glossier L.A.Glossier?銳爽?爽?爽?模?Glossier?副?副?Glossier?ins?LA?Source:Meet Intelligen

35、ce74?AwarenessInterestPurchase?蓮?蓮?Glossier?副?副?Glossier?尼?導?2021?夠?Glossier?You Are Good?LoyaltyGlossier?100?Slack?務?1,000?Glossier?銳爽?務?歷?務?羥?歷?導?導?睫?睫?Source:Public resources,Meet Intelligence75?2016?2013?Focallure?Pinkflash,Stagenius,?5?務?蓮?蓮?+?2021?A?千?20?GMV?B?2022?2?Top 12021?03?Source:Public

36、 resources,Meet Intelligence76?/?副?千?副+?p?p?千?模?模?/?TikTok?Instagram?KOL?Google?Facebook?千?蓮?(2013-2016)?(2017-2021)?(2021-Now)?Source:?,Meet Intelligence77?務?6?去?去?務?20?去?睫?3-6?去?6-12?研?研?去?MTO?MTS?蓮?礦?千?KOL?千?模?OEM?Source:?,Shopee,Meet Intelligence78FocallurePinkflashStagenius?201620202016?30?22?3

37、0?3.5?-6.3?/?2.3?-4.4?/?1.03?-2.3?/?2.7?-4.2?/?/?Source:Meet Intelligence79?Haico?Aurora?Ins?400?+?ELLE?KOL?KOL?尼?KOL?KOL?(?100?)?+?(?100?)?野?野?KOL尼?尼?Source:Meet Intelligence80TikTok180?+1.6?+25?+/1.5?+Instagram19?+1.4?+1.6?+?1?1.2?+?1?TikTok?/?Ins?副?/?研?千?睫?Source:Scrumball,Meet Intelligence81?Tik

38、Tok?KOL?模?KOL?KOL?Source:Google Trend,Shopee,Meet Intelligence821009182821/3/20217/3/2021?(?)?KOL?副?務?社?2021?5?10?11?12?KOL?務?尼?尼?尼?務?尼?TikTok?務太?套?套/?套?套?3?套?9?套?5?2?8.5?銳?Source:Meet Intelligence83?務?務?千?530?ins?1%?套?的?2021?Ins副?匹?套?告?副?蓮?Source:Public resources,Meet Intelligence84?讓?2011?務?務?2018

39、?10?研?Top3?2019?15?1000?務?讓?讓?2019?務?讓?讓?讓?Dior?YSL?Top 12020?7+IP?2022?04?Source:Meet Intelligence85?務?ACG?IP?務?模?IP?務?務?千?讓?-?讓?IP?千?讓?副?粉?告讓?Source:Public resources,Meet Intelligence86?IP?2022?讓?務?務?副?IP?讓?2022?副?礦?2020?讓?務?副?副?號?讓讓?IP?IP?IP?+?+?的?Source:Meet Intelligence87?蓮?蓮?2021?75%?務?讓?2020?

40、讓?2000?2021?讓?2000?告?務?EXCEL?KATE?Source:Meet Intelligence88?尼?尼?尼?務?愿?Source:Meet Intelligence89?務?睫?睫?爽愿?讓?Twitter?愿?讓?讓?Twitter?尼?尼?Canmake?Twitter?尼?尼?務?Source:Scrumball,Meet Intelligence90?粉?讓?Nanako?YouTube?53?1.2?KOL?讓?AKB48?蓮?務?tag?87.4%?539?Nano?(1-10K)62%務?(10-100K)33%?(100K-1M)5%?(2019.12

41、-2023.1)?務?讓?務?睫?91?研?劇?BeyondClick92?務?BeyondClick?去?去?/?(?)?Meet Intelligence?93?MeetIntelligence?3C?10?5?9?研?10?研?8,800?/?94?Creative Woo?Creative Booster?“?”?“?”?AR?ICON/LOGO?ARAR?95?30+?1500+?AM+?研?9000+?-?96強曝光引關注AR濾鏡內容互動提高參與度用戶轉化KOL互動懸念預熱1-2 days活動熱度SPARK AR 爆發互動7-10 days延續轉化3+weeksBrand awar

42、eness強勢曝光獲得品牌聲量AR AdsBranded content IG storiesUGC達人推廣快速帶動品牌聲量累積廣告配合AR AdsEngagementVideo view重定向高潛用戶再次觸達提高互動AR AdsTrafficConversion利用積累的口碑和潛在人群投放效果目標，激發轉化行為預期效果3x59%加入AR廣告品牌提升*加入AR廣告，效果類廣告成本降低*Step01-手左劃觸發-蕩出頑皮圣誕老人-圣誕老人大呼：“Here comes your gift?-并留下禮物盒Step02-點擊觸發彩妝盤禮盒-禮物打開露出彩妝盤-臉部上圣誕妝Step03-點擊觸發口紅禮盒-禮物打開露出口紅-嘴唇上口紅妝Step04-點擊觸發香水禮盒-禮物打開露出香水-畫面出現閃光粒子&雪花Step05-結束觸發海報-完整的圣誕妝容&氣氛-突出品牌活動主題：“Meet Me,Met-a Christams-用戶轉發傳播定格專屬記憶分享&傳播?97?的?98?KOL?/?/?