As the global economic growth slowed down this year, the main business of luxury goods was affected, and major luxury brands began to focus on the beauty market with higher profit margin and faster growth rate. Since this year, luxury brands such as Burberry and Hermes have paid attention to the field of beauty and opened a number of new beauty stores.

Ordinary consumers may not be able to afford the 100000 yuan Hermes classic bags, but they can afford the 200 yuan Chanel lipstick or the 300 yuan Gucci perfume. These people-friendly luxury beauty products can help luxury brands cultivate more potential consumers and gradually become one of the product lines with the strongest "gold absorption" ability under luxury brands.

In October last year, gucci released a full range of color cosmetics, including not only beauty products for eyes, face, lips and nails, but also brushes, perfume, pre makeup maintenance and other products. Miss Zhang, a citizen of Pudong, went to Hong Kong this year and bought a Gucci limited edition women's perfume gift set. She said: "a set of five small bottles in combination is only 355 yuan. Compared with Gucci's bags, shoes, boots and fashion that often cost tens of thousands of yuan, this price is really 'close to the people', and as a big brand product, it is also very dignified to give people back."

In August this year, burberry also opened the world's first independent beauty boutique in Shanghai, covering all its beauty products and men's and women's perfume. The reporter learned from the store that although the price of the brand's beauty products is "grounded", the service quality still maintains the original high-end atmosphere of luxury goods. It is reported that the store provides customized gift services for consumers. The beauty stylists in the store will specially customize their own makeup for customers. Consumers can also use this authority as a gift to their friends.

In addition, in September this year, Hermes' first perfume store also opened in Brookfield square, New York, which is also Hermes' first main beauty products.

The lucrative beauty industry has always been an open secret in the fashion industry. According to the report on the sales of the global beauty industry released by EAE business school in Barcelona, the total sales of global beauty products reached US $36.5 billion in 2014. The financial report for the first half of 2014 released by Burberry also showed that the revenue of beauty products of the brand increased by 55% to RMB 753million, and this part of revenue mainly came from perfume "my Burberry".

According to insiders, compared with other categories of products, beauty products under luxury brands are generally priced relatively "close to the people", which are regarded as "entry-level" products of luxury brands, with strong coverage and user cultivation ability. The large-scale entry of luxury brands into the beauty industry will make the market competition in the industry more intense and pose a certain challenge to traditional cosmetics brands such as Estee Lauder.