1、任拓数据科技（上海）有限公司NINT(SHANGHAI)CO.,LTD618增长标杆美妆护肤策略洞察数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促眼部护理卸妆身体护理乳液/面霜男士护理面膜面部精华面部护理套装洁面化妆水/爽肤水防晒唇部护理T区护理-30%-20%-10%0%10%20%30%40%0%5%10%15%20%25%618美妆护肤市场大盘概况美容护理类目份额占比（Bn RMB）美容护肤/美体/精油 二级子类目份额&趋势美容护肤/美体/精油YOY+2.4%TTL:24.2 BnYOY:+0.5%彩妆/香水/美妆工具YOY-17.1%美发护发/假发YOY

2、+29.5%X轴：市场份额Y轴：YOY销售额同比增长速度气泡大小：Y22 618销售额平均增速2.4%美容护肤为主要大类，仍呈抬升趋势；子类增速最快的是面部精华和乳液/面霜，面部护理套装市场份额位居TOP但整体下跌数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促618大促美容护肤类目品牌竞争格局高端品牌中，头部玩家兰蔻和雅诗兰黛相互制衡，其中兰蔻整体增速超雅黛；中端品牌珀莱雅依靠销售额YOY超100%的高速增长之势，跃升TOP3榜，欧莱雅继续稳居行业TOP1LOREAL/欧莱雅LANCOME/兰蔻Estee Lauder/雅诗兰黛OLAY/玉兰油PROYA/珀莱雅

3、SKINCEUTICALS/修丽可WINONA/薇诺娜Shiseido/资生堂LA MER/海蓝之谜KIEHLS/科颜氏HR/赫莲娜SK-IILAROCHE POSAY/理肤泉CLARINS/娇韵诗Cosme Decorte/黛珂Freeplus/芙丽芳丝SISLEY/希思黎GUERLAIN/娇兰QUADHA/夸迪CHANDO/自然堂-25%-5%15%35%55%75%95%115%135%0%1%2%3%4%5%6%7%8%X轴：市场份额Y轴：YOY销售额同比增长速度气泡大小：Y22 618销售额深蓝色气泡：高端品牌浅蓝色气泡：中端品牌数据来源：Nint任拓公开采集基于产品：任拓标杆管理数

4、据时间：天猫 618大促Tmall平台整体生意爆发在预售期，其次在狂欢期实现冲刺；高端线中，兰蔻销售实现正增长的同时，BPI（品牌销售质量分数）接近均值，中端线中，珀莱雅增式显眼，且BPI高于行业均值8966.1%66.3%75.5%68.7%69.83%57.2%62.2%63.3%54.6%51.2%86958794870.020.040.060.080.0100.0120.00.0100.0200.0300.0400.0500.0600.0700.0800.0900.0雅诗兰黛兰蔻海蓝之谜赫莲娜资生堂欧莱雅玉兰油珀莱雅薇诺娜理肤泉百万2022年618 天猫女士护肤品

5、牌销售表现 大促时段趋势图618狂欢现货1现货2预售BPI评分618大促高中端TOP品牌销售节奏表现品牌雅诗兰黛兰蔻海蓝之谜赫莲娜资生堂欧莱雅玉兰油珀莱雅薇诺娜理肤泉到手价783.7 953.2 1,934.0 3,004.8 818.0 255.7 301.5 279.9 177.9 121.4 GMV YOY18.4%45.0%15.7%41.9%134.1%13.1%47.0%中端护肤品牌BPI:89高端护肤品牌BPI:96数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促43.1%37.2%38.4%39.7%30.7%35.4%32.7%50.1%35.1

6、%27.4%56.9%62.8%61.6%60.3%69.3%64.6%67.3%49.9%64.9%72.6%0.0100.0200.0300.0400.0500.0600.0700.0800.0900.01,000.0雅诗兰黛兰蔻欧莱雅玉兰油海蓝之谜珀莱雅赫莲娜资生堂薇诺娜理肤泉百万2022年618 天猫护肤品牌 KOL直播&非KOL直播 销售概览KOL直播非直播618大促品牌KOL直播生意现状联盟券 278小黑盒 276聚划算 2006联盟券 73小黑盒 5705001,0001,5002,0002,5003,0003,5004,000雅诗兰黛兰蔻618淘宝逛逛内容数-by kol分层表

7、现头部KOL中腰部KOL小型KOLKOC消费者官方账号头部玩家雅诗兰黛直播销额占比更大；兰蔻非直播前台店铺生意结合聚划算等营销活动发力较强，同时借淘宝站内内容平台-逛逛博主营销种草加持生意增长数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促0.6%4.7%9.2%7.3%16.3%16.9%4.0%7.6%6.8%2.5%24.3%3.2%0.7%6.4%3.6%13.5%9.5%11.9%13.3%16.4%3.3%0.8%7.1%0.0%3.1%9.4%8.5%6.4%22.5%23.5%46.0%47.3%35.5%38.4%50.1%50.5%48.2%4

8、8.8%30.8%17.0%51.8%57.2%41.6%49.8%58.5%56.1%58.6%60.9%41.4%20.2%0.0%20.0%40.0%60.0%80.0%100.0%雅诗兰黛兰蔻海蓝之谜 赫莲娜资生堂欧莱雅玉兰油珀莱雅薇诺娜理肤泉雅诗兰黛兰蔻海蓝之谜 赫莲娜资生堂欧莱雅玉兰油珀莱雅薇诺娜理肤泉2022年618 KOL直播&非KOL直播天猫护肤品牌促销玩法概览降价深度满减券深度赠品深度高端线品牌主要以赠品促销为主；中端线除赠品促销外，同时通过降价+满减价格促销加持；参与KOL直播时，品牌赠品力度普遍加深618大促品牌直播与非直播促销玩法差异非KOL直播KOL直播数据来源：N

9、int任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促3.6%1.2%1.2%3.5%3.9%3.4%50.0%51.6%52.8%55.2%50.0%44.4%【单品】(胶原霜精华乳霜)多效智妍精华霜/面霜75ml*1.00【单品】肌初赋活原生液/肌底微精华200ml*1.00,【单品】(第七代小棕瓶)特润修护肌活精华露50ml*1.00,【单品】(胶原霜精华乳霜)多效智妍精华霜/面霜75ml*1.00【单品】樱花微精华露/樱花微精华原生液200ml*1.00,【单品】(第七代小棕瓶)特润修护肌活精华露50ml*1.00,【单品】(胶原霜精华乳霜)多效智妍精华霜/面霜【单品】(第

10、七代小棕瓶)特润修护肌活精华露30ml*1.00【单品】(粉水)柔丝焕采化妆水/保湿柔肤水400ml*1.00【单品】(第七代小棕瓶)特润修护肌活精华露75ml*1.00销售额 百万降价深度满减券深度赠品深度KOL直播间布局套组、大规格和多件装，收割囤货老客，同时布局小规格爆品兼顾拉新；赠品多设置为同品赠，保证消费者快速直接感知折扣，兰蔻在2件装额外连带赠送其他爆品，进一步推新试用5.7%3.2%58.6%56.9%57.1%57.0%59.0%55.6%【单品】净澈焕肤双重精华水(极光水)150ml*1.00,【单品】(极光乳)净澈焕肤亮白乳液75ml*1.00【单品】(发光眼霜)肌底精华眼

11、霜15ml*1.00【单品】(发光眼霜)肌底精华眼霜15ml*2.00【单品】菁纯臻颜焕亮眼霜20ml*1.00,【单品】菁纯臻颜精萃乳霜/菁纯臻颜面霜30ml*1.00,【单品】菁纯臻颜玫瑰精萃水150ml*1.00【单品】菁纯臻颜焕亮眼霜20ml*2.00【单品】菁纯臻颜焕亮眼霜20ml*1.00销售额 百万降价深度满减券深度赠品深度雅诗兰黛兰蔻【单品】(第七代小棕瓶)特润修护肌活精华露30ml*2.00【赠品】(第七代小棕瓶)特润修护肌活精华露15ml*2.00【赠品】(第七代小棕瓶)特润修护肌活精华露7ml*1.00【赠品】菁纯臻颜焕亮眼霜5ml*5.00【赠品】定制眼罩*1.00(其

12、他)【赠品】菁纯臻颜焕亮眼霜5ml*10.00【单品】菁纯玫瑰香皂100g*1.00【赠品】(小黑瓶)精华肌底液7ml*1.00【赠品】(发光眼霜)肌底精华眼霜5ml*1.00*0.8M单品销售额*5.0M单品销售额菁纯系列的产品真的好用，618直播间买性价比很高，31岁+，干皮，有细纹，偶尔熬夜。用过cpb 4d眼霜，雅诗兰黛白金眼霜，这次回购菁纯眼霜，滋润还吸收快。+7直播间购买的，比平时买划算多了，相当于花1120买了45ml的眼霜，还送了些小赠品，超买一送一真的聚划算，入会还有额外礼，太惊喜了User comments618大促KOL直播产品布局与玩法*6.9M单品销售额【赠品】(发光

13、眼霜)肌底精华眼霜5ml*8.00(买即赠)【赠品】小黑瓶大眼精华5ml*1.00(买即赠),【赠品】(发光眼霜)肌底精华眼霜5ml*3.00(买即赠【赠品】定制眼罩*1.00(其他)数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促47.8%48.2%56.7%51.9%49.1%47.9%【单品】(小白管防晒)水漾轻透隔离露/轻透水漾防晒乳30ml*1.00【单品】(雪花霜)塑颜紧致焕白霜50ml*1.00【单品】(粉水)清滢柔肤水400ml*1.00【单品】菁纯臻颜精萃乳霜/菁纯臻颜面霜60ml*1.00【单品】菁纯臻颜焕亮眼霜20ml*1.00【单品】(发光

14、眼霜)肌底精华眼霜15ml*1.00销售额 百万降价深度满减券深度赠品深度兰蔻店铺前台爆品主攻热卖规格，最大化触达客群，并通过赠品连带设置推新试用1.0%3.2%3.3%3.1%3.3%4.9%51.8%57.1%53.2%53.0%47.2%51.4%【单品】樱花微精华露/樱花微精华原生液200ml*1.00,【单品】(第七代小棕瓶)特润修护肌活精华露50ml*1.00,【单品】(胶原霜精华乳霜)多效智妍精华霜/面霜【单品】(小棕瓶)特润修护精华眼霜15ml*2.00【单品】樱花微精华露/樱花微精华原生液200ml*1.00【单品】(第七代小棕瓶)特润修护肌活精华露50ml*1.00【单品】

15、(胶原霜精华乳霜)多效智妍精华霜/面霜75ml*1.00【单品】(小棕瓶)特润修护精华眼霜15ml*1.00销售额 百万降价深度满减券深度赠品深度雅诗兰黛【赠品】通用包*1.【赠品】持妆粉底液5ml*1(0.01会员礼)【赠品】(小棕瓶)特润修护精华眼霜5ml*3【赠品】定制美妆蛋*1.00(其他)【赠品】(第七代小棕瓶)精华露15ml*3(买即赠),【赠品】(第七代小棕瓶)精华露7ml*1(买即赠),【赠品】多效智妍精华面霜5ml*1.00(买即赠),【赠品】持妆粉底液5ml*1.00(0.01会员礼)【赠品】定制美妆蛋*1.00(其他),【赠品】(发光眼霜)肌底精华眼霜5ml*3.00(买

16、即赠)赠品】净澈焕肤双重精华水(极光水)10ml*1.00(买即赠)【赠品】定制眼罩*1.00(其他)【赠品】菁纯臻颜焕亮眼霜5ml*4.00(买即赠),【赠品】定制眼罩*1.00(其他)618大促非KOL直播产品布局与玩法数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促5.4%5.4%1.8%5.8%3.6%3.5%0.8%3.6%52.8%48.5%52.0%49.7%57.1%57.1%56.9%57.0%0.0%20.0%40.0%60.0%80.0%100.0%0.02.04.06.08.010.012.014.016.018.020.022.0预售现货

17、1现货2618狂欢预售现货1现货2618狂欢百万【单品】(小棕瓶)特润修护精华眼霜15ml-非直播降价深度销售额赠品深度满减券深度618大促产品直播与非直播玩法差异洞察15ml 115ml 2促销深度%off雅诗兰黛小棕瓶眼霜直播间通过高价值同品赠刺激销售，并设置会员立减券拉新入会；店铺前台通过发放产品会员专享券，设置新客积分，店播加赠方式拉动会员销售和店播生意，同时配合平台活动节奏设置限时加赠加持销售爆发，设置有偿会员加赠礼推新试用5.26 20-24点 限时加赠品牌专属编织手风包商品券：满530.00减20.00平台券：满900.00减70.00活动全程0.01加赠礼持妆粉底液5ml活动全

18、程小棕瓶眼霜专属尊享券购小棕瓶立减20元上海品茶强调新客积分6.15 20-24点 限时加赠品牌专属编织手风包现货1期起推2支装组合 强调店播赠品：(小棕瓶)特润修护精华眼霜5ml*8.00雅黛小棕瓶眼霜促销表现-KOL直播5.3%3.6%54.0%57.1%0%20%40%60%80%100%05101520251支装2支装百万销售额直降深度满减券深度赠品深度1支装赠：(小棕瓶)特润修护精华眼霜5ml*3.00(小棕瓶)特润修护精华眼霜3ml*1.002支装赠（3瓶正装量）：(小棕瓶)特润修护精华眼霜5ml*8.00数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促兰

19、蔻菁纯眼霜直播间通过高价值同品赠刺激销售，兼顾赠品连带推新；店铺前台推出专属限享加赠积分，同时限时推出会员限量加赠兰蔻定制眼罩配合眼部使用，上海品茶多处加强会员权益露出刺激高端客入会，同时在主图突出“单笔实付满1300加赠礼“的玩法，刺激消费者凑单55.1%53.5%53.5%53.5%53.5%53.5%50.0%50.0%48.5%48.6%49.0%48.4%50.0%48.4%48.9%50.0%48.2%48.5%48.8%50.0%50.0%49.1%50.0%50.0%50.0%50.0%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0

20、%100.0%0.01.02.03.04.05.06.07.05/26 5/27 5/28 5/29 5/30 5/316/16/26/36/46/56/66/76/86/96/10 6/11 6/12 6/13 6/14 6/15 6/16 6/17 6/18 6/19 6/20百万【单品】菁纯臻颜焕亮眼霜20ml*1.00-非直播降价深度销售额赠品深度满减券深度618大促产品直播与非直播玩法差异洞察促销深度%off预售期会员付0.01加赠菁纯眼霜3ml1会员预售加赠兰蔻定制眼罩6/15 20-24点会员预售加赠兰蔻定制眼罩6/18 0-24点会员限量加赠兰蔻定制眼罩活动期全程高端系列专属限

21、享加赠积分单笔现货订单 实付满1300加赠【小黑瓶7ml+发光眼霜5ml】兰蔻菁纯眼霜促销表现-KOL直播55.6%59.0%0%20%40%60%80%100%05540451支装2支装百万销售额直降深度满减券深度赠品深度1支装：菁纯臻颜焕亮眼霜5ml*5.00定制眼罩*1.00(其他)2支装（2瓶正装量）：菁纯臻颜焕亮眼霜5ml*10.00菁纯玫瑰香皂100g*1.00(小黑瓶)精华肌底液7ml*1.00(发光眼霜)肌底精华眼霜5ml*1.00数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促6.6%6.9%6.9%6.9%7.1%7.0%

22、7.3%7.0%7.0%7.0%6.9%7.0%6.9%6.9%7.0%7.0%7.0%6.9%6.9%6.0%7.0%7.2%7.1%7.0%7.0%7.0%50.4%48.0%48.3%47.9%46.5%47.6%45.5%47.5%47.4%47.4%47.9%47.9%48.1%47.9%47.8%47.8%47.8%48.2%48.4%41.3%47.5%46.2%47.1%47.7%47.2%47.8%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%0.01.02.03.04.05.06.07.05/26 5/27 5

23、/28 5/29 5/30 5/316/16/26/36/46/56/66/76/86/96/10 6/11 6/12 6/13 6/14 6/15 6/16 6/17 6/18 6/19 6/20百万【单品】(发光眼霜)肌底精华眼霜15ml*1.00-非直播降价深度销售额赠品深度满减券深度兰蔻发光眼霜直播间通过高价值同品赠刺激销售，店铺前台并于首日推出限时4小时加赠礼【极光水10ml】，推动消费者爆发首日下单，其中预售期&限时期利用会员加赠礼刺激会员销售和会员拉新，同时，品牌于第一波现货1期起在主图突出“单笔实付满1300加赠礼“的玩法，刺激消费者凑单618大促产品直播与非直播玩法差异洞察促

24、销深度%off预售期会员付0.01加赠菁纯眼霜3ml1会员预售加赠兰蔻定制眼罩6/15 20-24点会员预售加赠兰蔻定制眼罩6/18 0-24点会员限量加赠兰蔻定制眼罩5.26 20-24点 限时加赠极光水10ml*1活动全程发光眼霜专属尊享券单支装 减35元&双支装 减80元单笔现货订单 实付满1300加赠【小黑瓶7ml+发光眼霜5ml】兰蔻发光眼霜促销表现-KOL直播5.7%3.2%56.9%57.1%0%20%40%60%80%100%05支装2支装百万销售额直降深度满减券深度赠品深度1支装：(发光眼霜)肌底精华眼霜5ml*3.00(小黑瓶大眼精华)眼部精华肌底液5

25、ml*1.002支装：(发光眼霜)肌底精华眼霜5ml*8.00数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促套包原价853.6735.3742.2744.5官方原价421.7382.3394.3392.0促销价364.3325.8335.8333.6到手价262.2259.6241.0239.451.9%55.7%55.1%52.1%52.9%54.6%53.4%50.0%49.0%55.5%54.3%55.2%50.0%51.2%54.2%47.7%50.0%53.8%54.6%51.4%0.010.020.0【单品】(红宝石面霜)赋能鲜颜淡纹紧致轻盈/滋润霜

26、50g【单品】(双抗精华)弹润透亮青春精华液50ml【套包】(红宝石精华)赋能鲜颜精华液+(双抗精华)弹润透亮青春精【单品】(双抗精华)弹润透亮青春精华液30ml【单品】(双抗小夜灯)弹润透亮青春活力眼霜20g【单品】(双抗精华)弹润透亮青春精华液50ml【套包】(红宝石精华)赋能鲜颜精华液+(双抗精华)弹润透亮青春精【单品】(双抗精华)弹润透亮青春精华液30ml【单品】(红宝石面霜)赋能鲜颜淡纹紧致轻盈/滋润霜50g【套包】(红宝石精华)赋能鲜颜精华液+(双抗精华)弹润透亮青春精【套包】(红宝石精华)赋能鲜颜精华液+(双抗精华)弹润透亮青春精【单品】(双抗精华)弹润透亮青春精华液50ml【单

27、品】(红宝石面霜)赋能鲜颜淡纹紧致轻盈/滋润霜50g【单品】(双抗精华)弹润透亮青春精华液30ml【单品】(源力精华)肌源修护优效精华液50ml【单品】(红宝石面霜)赋能鲜颜淡纹紧致轻盈/滋润霜50g【单品】(双抗精华)弹润透亮青春精华液30ml【单品】(源力精华)肌源修护优效精华液50ml【单品】(双抗精华)弹润透亮青春精华液50ml【单品】(源力精华)肌源修护优效精华液30ml百万珀莱雅TOP宝贝促销节奏销售额降价深度满减券深度赠品深度618大促TOP产品推广与促销节奏珀莱雅于生意爆发期（预售&618狂欢期）主推红宝石面霜，双抗精华陪跑，活动上半场早C晚A套组和大规格双抗精华表现抢眼，狂欢

28、期小规格销售冲刺更强9.0%11.3%13.3%13.1%9.7%12.0%9.1%10.5%50.2%47.8%45.9%45.8%0%20%40%60%80%100%0.050.0100.0150.0200.0250.0预售现货1现货2618狂欢2022年618 珀莱雅 促销节奏-Tmall非直播销售额赠品深度满减券深度降价深度总体折扣率预售期狂欢期现货2现货1百万数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促13.3%13.3%14.3%14.3%14.3%14.3%13.9%15.0%15.0%11.1%11.1%11.1%10.7%10.7%10.7%

29、10.7%10.7%10.7%10.7%8.2%8.5%11.1%11.1%11.1%11.1%53.4%53.4%49.9%49.9%49.9%49.9%51.1%47.3%47.3%47.3%47.3%47.3%49.3%49.3%49.3%49.3%49.3%49.3%49.3%49.3%47.3%47.3%47.3%47.3%47.3%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%0.01.02.03.04.05.06.05/265/275/285/295/305/316/16/26/36/46/56/66/76/86/9

30、6/106/116/126/136/146/156/166/176/186/196/20百万【单品】(红宝石面霜)赋能鲜颜淡纹紧致轻盈/滋润霜50g销售额赠品深度满减券深度降价深度总体正装折扣率618大促爆品促销策略-珀莱雅红宝石面霜促销深度%off套包原价751.0751.0699.0699.0699.0699.0716.0664.0664.0664.0664.0664.0690.0690.0690.0690.0690.0690.0690.0-690.0664.0664.0664.0664.0664.0官方原价350.0350.0350.0350.0350.0350.0350.0350.03

31、50.0350.0350.0350.0350.0350.0350.0350.0350.0350.0350.0-350.0350.0350.0350.0350.0350.0促销价339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0339.0-339.0339.0339.0339.0339.0339.0到手价239.1239.1239.1239.1239.1239.1239.1239.1239.1265.5265.5265.5265.5265.5265.5265.5265

32、.5265.5265.5-282.5282.5265.5265.5265.5265.55/26 20点-5/27 24点5/31 20点-6/1 24点限时会员预定加赠双抗面膜*2预售期5/26-5/31赠同款面霜15g*2+5g+源力面霜15g5/26-6/3 聚划算店铺券：满399.00减20.00平台券：满900.00减70.00津贴：每满300.00减50.00未开团6/7 12点-6/13 23点6/15 20-24点限时会员预定加赠双抗面膜*1活动全程直播间备注加赠净柔洁面20g活动期后续赠同款面霜15g*2+源力面霜15g6/4-6/13店铺券：满399.00减20.00津贴：每

33、满300.00减50.006/17-6/20 聚划算店铺券：满399.00减20.00津贴：每满300.00减50.00品牌活动节奏：第一波预售：5/26 20:00-5/31 17:59第一波现货：5/31 20:00-6/3 23:59活动平销期：6/4 0:00-6/6 23:59第二波预售：6/7 12:00-6/13 23:00第二波现货：6/15 20:00-6/20 23:59珀莱雅红宝石面霜结合品牌专属活动节奏，在预售前期限时会员加赠爆发销售，并于第一波预售期加深赠品力度的同时通过聚划算加持，以同品小样+品牌其他爆品面霜小样的赠品组合形式驱动预售期销售，且达到产品推新效果数据来

34、源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促8.2%8.2%8.2%8.2%8.2%8.2%8.4%8.4%8.4%8.4%8.4%8.4%8.2%8.2%8.2%8.2%8.2%8.2%8.2%8.4%8.4%8.4%8.4%8.4%10.6%10.6%10.6%10.6%10.6%10.6%10.9%10.9%10.9%8.0%8.0%8.0%7.8%7.8%7.8%7.8%7.8%7.8%7.8%8.0%8.0%8.0%10.9%10.9%55.7%55.7%55.7%55.7%55.7%55.7%54.6%54.6%54.6%54.6%54.6%54.6%5

35、5.7%55.7%55.7%55.7%55.7%55.7%55.7%54.6%54.6%54.6%54.6%54.6%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%0.01.02.03.04.05.06.05/265/275/285/295/305/316/16/26/36/46/56/66/76/86/96/106/116/126/136/146/156/166/176/186/196/20百万【单品】(双抗精华)弹润透亮青春精华液50ml销售额赠品深度满减券深度降价深度总体正装折扣率618大促爆品促销策略-珀莱雅双抗精华促销深

36、度%off套包原价1,105.01,105.0-1,105.01,105.01,105.01,079.01,079.01,079.01,079.01,079.01,079.01,105.01,105.01,105.01,105.01,105.01,105.01,105.0-1,079.01,079.01,079.01,079.01,079.0官方原价490.0490.0-490.0490.0490.0490.0490.0490.0490.0490.0490.0490.0490.0490.0490.0490.0490.0490.0-490.0490.0490.0490.0490.0促销价349.

37、0349.0-399.0399.0399.0399.0399.0399.0399.0399.0399.0399.0399.0399.0399.0399.0399.0399.0-399.0399.0399.0399.0399.0到手价246.2246.2-281.5281.5281.5281.5281.5281.5312.5312.5312.5312.5312.5312.5312.5312.5312.5312.5-312.5312.5312.5281.5281.55/26 20点-5/31 17:59限时会员预定加赠双抗面膜*1活动全程赠同款眼霜7.5ml*7+4ml超买一送一全程联盟券5/26

38、-6/3 聚划算店铺券：满399.00减20.00平台券：满900.00减70.00津贴：每满300.00减50.00未开团6/7 12点-6/13 23点限时会员预定加赠双抗面膜*16/4-6/13&6/15-6/18店铺券：满399.00减20.00津贴：每满300.00减50.006/19-6/20 聚划算店铺券：满399.00减20.00平台券：满900.00减70.00津贴：每满300.00减50.00品牌活动节奏：第一波预售：5/26 20:00-5/31 17:59第一波现货：5/31 20:00-6/3 23:59活动平销期：6/4 0:00-6/6 23:59第二波预售：6/

39、7 12:00-6/13 23:00第二波现货：6/15 20:00-6/20 23:59聚划算百亿补贴直播珀莱雅双抗精华活动首2日深度降价并结合预售期全程限时会员加赠+平台满减券，以及活动全程联盟券+2波预售期聚划算加持，刺激消费者入会并驱动预售期销售，同时品牌赠品做到超买一送一，实力收割观望客数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促10.4%10.9%7.8%9.8%9.4%9.5%6.7%8.4%55.1%53.4%53.8%53.4%56.5%55.5%55.7%55.5%0.0%20.0%40.0%60.0%80.0%100.0%0.01.02.

40、03.04.05.06.07.08.09.010.011.0预售现货1现货2618狂欢预售现货1现货2618狂欢百万【套包】早C晚A双抗红宝石精华套组-非直播降价深度销售额赠品深度满减券深度618大促爆品促销策略-珀莱雅早C晚A店铺券：满199.00减10.00平台券：满900.00减70.00津贴:每满300.00减50.00预售期买即赠：(双抗精华)弹润透亮青春精华液7.5ml x 7(红宝石精华)赋能鲜颜淡纹紧致精华液7.5ml x 7(双抗面膜)弹润透亮青春精华双效面膜1片x 3V脸按摩仪 1会员预定加赠：(源力面霜)肌源修护优效精华霜15g x 1直播间备注加赠：净柔舒润氨基酸洗面奶

41、20g x 1预售期买即赠：(双抗精华)弹润透亮青春精华液7.5ml x 4(红宝石精华)赋能鲜颜淡纹紧致精华液7.5ml x 4(双抗面膜)弹润透亮青春精华双效面膜1片x 2会员预定加赠：(源力面霜)肌源修护优效精华霜15g x 1直播间备注加赠：净柔舒润氨基酸洗面奶20g x 1珀莱雅早C晚A组合促销表现-KOL直播30ml+30ml6.1%8.2%8.1%6.3%13.3%10.4%62.3%54.0%54.0%0%20%40%60%80%100%005/266/156/18百万销售额直降深度满减券深度赠品深度聚划算全程联盟券全程联盟券全程聚划算全程联盟券全程联盟券

42、全程聚划算全程联盟券全程联盟券全程聚划算全程联盟券全程联盟券全程30ml+30ml50ml+50ml促销深度%off珀莱雅早C晚A组合套装迎合市场需求推出爆品组套形式，主推30ml+30ml容量组合，活动期依靠预售期加赠机制以及全程聚划算+联盟券爆发销售，其中预售首日直播品依靠头部主播推广+强赠品爆发力极强数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促预售期4.3%5.2%5.0%4.7%12.9%15.4%9.7%14.5%53.3%47.8%47.9%50.5%0%20%40%60%80%100%0.050.0100.0150.0200.0250.0预售现货

43、1现货2618狂欢2022年618 欧莱雅 促销节奏Tmall非KOL直播销售额赠品深度满减券深度降价深度总体折扣率套包原价826.4 685.9 706.7 765.7 官方原价386.0 358.0 367.9 379.3 促销价350.3 322.6 332.4 343.2 到手价243.9 216.8 263.7 232.1 618大促TOP产品推广与促销节奏欧莱雅主要于预售期&618狂欢期爆发销量；活动上半场套组与大规格单品表现抢眼56.7%59.3%58.8%57.6%50.0%58.2%55.6%53.3%55.1%52.8%59.0%53.5%55.3%55.2%53.3%53

44、.7%58.8%53.4%55.8%54.5%0.010.020.0【单品】(紫熨斗)复颜玻尿酸水光充盈全脸淡纹眼霜30ml*1.00【套包】复颜视黄醇精粹抗皱乳液+清乳柔肤水+滋润洁面乳【单品】(第三代黑精华)青春密码酵素精华肌底液50ml*1.00【单品】(紫熨斗)复颜玻尿酸水光充盈全脸淡纹眼霜30ml*2.00【单品】(小蜜罐)金致臻颜花蜜奢养轻盈面霜60g*1.00【单品】(第三代黑精华)青春密码酵素精华肌底液75ml*1.00【单品】(小蜜罐眼霜)金致臻颜花蜜奢养滋润眼霜20ml*1.00【单品】(紫熨斗)复颜玻尿酸水光充盈全脸淡纹眼霜30ml*1.00【单品】(第三代黑精华)青春密

45、码酵素精华肌底液50ml*1.00【单品】(小金管)多重防护隔离露外御内护30ml*2.00【套包】复颜视黄醇精粹抗皱乳液+清乳柔肤水+滋润洁面乳【单品】(紫熨斗)复颜玻尿酸水光充盈全脸淡纹眼霜30ml*1.00【套包】金致臻颜花蜜奢养滋润乳液+精华蜜110ml+130ml*1.00【单品】(第三代黑精华)青春密码酵素精华肌底液50ml*1.00【单品】(小金管)多重防护隔离露外御内护30ml*2.00【单品】(紫熨斗)复颜玻尿酸水光充盈全脸淡纹眼霜30ml*1.00【套包】复颜视黄醇精粹抗皱乳液+清乳柔肤水+滋润洁面乳【单品】(小金管)多重防护隔离露外御内护30ml*2.00【单品】(第三代

46、黑精华)青春密码酵素精华肌底液50ml*1.00【套包】金致臻颜花蜜奢养滋润乳液+精华蜜110ml+130ml*1.00百万欧莱雅TOP宝贝促销节奏狂欢期现货2现货1百万数据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促618大促爆品促销策略-欧莱雅紫熨斗欧莱雅爆品紫熨斗眼霜主推1-2支装，其中2支装规格主要于预售期&618狂欢期推广，销售额均占该单品25%左右；黑精华主推3种ml数规格供消费者选择，规格越大则促销深度越深，主要通过赠品力度加深的方式7.2%4.6%3.0%13.5%10.1%10.8%47.9%57.0%63.7%0.0%20.0%40.0%60.

47、0%80.0%100.0%0.05.010.015.020.025.050ml75ml100ml促销深度%百万第三代欧莱雅黑精华-单品推广策略销售额 百万降价深度满减券深度赠品深度74.4%77.9%81.0%75.5%25.6%22.1%19.0%24.5%0.05.010.015.020.025.030.0预售现货1现货2618狂欢百万欧莱雅紫熨斗眼霜-单品推广策略一支装两支装套包原价709.8 1,116.8 1,681.4 官方原价370.0 480.0 610.0 促销价319.0 429.0 559.1 到手价223.4 316.5 378.2 拍60ml两支装加享黑精华面膜*5数

48、据来源：Nint任拓公开采集基于产品：任拓标杆管理数据时间：天猫 618大促2.6%2.6%2.6%2.6%2.6%2.6%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%2.8%12.8%12.8%12.8%12.8%12.8%13.0%13.9%13.8%13.9%10.4%10.4%10.4%7.3%7.3%7.3%7.3%7.3%7.3%7.3%7.3%17.9%13.8%13.8%13.7%13.7%13.8%56.8%56.8%56.8%56.8%56.8%56.4%53.1%5

49、3.4%53.3%53.5%53.5%53.4%53.4%53.6%53.6%53.6%53.6%53.6%53.6%53.6%53.8%53.6%53.6%53.8%53.8%53.6%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%0.01.02.03.04.05.06.05/265/275/285/295/305/316/16/26/36/46/56/66/76/86/96/106/116/126/136/146/156/166/176/186/196/20百万【单品】(紫熨斗)复颜玻尿酸水光充盈全脸淡纹眼霜30ml*1.00

50、销售额赠品深度满减券深度降价深度总体正装折扣率618大促爆品促销策略-欧莱雅紫熨斗1支装促销深度%off套包原价810.3 810.5 809.4 810.9 810.9 802.4 746.6 751.7 749.9 752.5 752.8 750.8 751.2 753.9 754.9 754.1 754.8 754.9 754.4 755.0 757.6 754.7 754.1 757.2 758.1 753.7 官方原价350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0

51、350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 350.0 促销价329.1 329.0 329.1 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 329.0 到手价225.4 225.3 225.4 225.1 225.1 225.1 225.1 225.1 225.1 250.6 250.6 250.6 274.2 274.2 274.2 274.2 274.2 274.2 274.2 274.2 193.8 225.1 225.1 225.1 225.1 225.1 预售期预定加赠黑精华面膜*16/15店铺券：满600.00减100.00平台券：满900.00减70.00津贴：每满300.00减50.005/26-6/3店铺券：满600.00减50.00平台券：满900.00减70.00津贴：每满300.00减50.00欧莱雅紫熨斗预售期预定加赠，爆发预售期销售，主图强调“超值囤货”等标题，满足消费者大促囤货心智，第二波狂欢期首日利用大额店铺券开启第二波销售爆发