Zhi Tu Mei Yan - Research on Consumer Demand for Cosmetics
Company overview
Zhi Tu Mei Yan is an innovative enterprise focused on the beauty sector, committed to consumer demand-driven development. By analyzing industry trends and consumer behavior, the company develops cosmetic solutions that balance product quality, usage experience, and creative expression. The company continuously monitors changes in consumers' expectations regarding product functionality, makeup performance, and brand awareness, using user insights to drive product development and business growth.
Research background
As the cosmetics market gradually reaches a mature stage, consumer demand is shifting toward professionalization, personalization, and refinement. Beyond basic makeup effects, consumers are increasingly concerned with ingredient composition, safety, ease of use, wear duration, and real-world performance across different usage scenarios. Cosmetic purchasing decisions are becoming more rational and diverse. Zhi Tu Mei Yan previously established a three-level demand database for cosmetics through qualitative interviews covering various product functions and usage contexts. To further assess the market value of each need, the company requires quantitative research to understand the level of consumer concern and current satisfaction for each need, identify unmet pain points in the cosmetics market, and provide a basis for future product development and market strategy.
Research scope
In July 2025, CEIDEA Research was commissioned by Guangzhou Yaxuan Trade Co., Ltd. to conduct a special study on consumer demand for cosmetics by Zhi Tu Mei Yan. This study employed an online questionnaire approach to collect data from consumers aged 18 to 40 with a stable habit of using cosmetics and who have recently purchased domestic cosmetic products. The study covers first-tier, new first-tier, second and third-tier, and other city levels to understand differences in cosmetic needs across regions and consumption segments. Based on Zhi Tu Mei Yan's pre-existing three-level demand database for cosmetics, the study applies the Demand Dual-Index Model to evaluate the importance of each need in consumers' subjective perception and the current level of fulfillment, identifying key needs that are highly recognized but under-satisfied in the market. Meanwhile, the study analyzes the characteristics of different user groups based on their cosmetic purchasing channels, usage frequency, product preferences, and consumption behaviors, constructing corresponding user profiles and consumption pathways. During execution, CEIDEA Research implemented quality control measures including answer logic checks, response time review, device and IP restrictions, scale reliability analysis, duplicate submission detection, and outlier data cleaning to ensure the authenticity, completeness, and analytical value of the collected data.
Expected outcomes
Through this study, Zhi Tu Mei Yan will gain a more comprehensive understanding of consumer needs in product selection and usage, identify key pain points and potential product opportunities that remain unmet across different consumer segments, and determine the priority order of various needs in product development and optimization. The research findings will support new product development, existing product upgrades, and target user segmentation, while providing data-based guidance for product feature design, brand communication content, and consumer engagement strategies, enabling the company to optimize its cosmetic product portfolio based on genuine user needs.
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