1. Group behavior and value change Each generation of consumers faces different social and living environments, and their behaviors or values ​​are also changing. In terms of the environment, with the greenhouse effect of the climate, consumers need to experience lighter and thinner beauty products; with the awakening of global pollution and environmental protection awareness, the younger generation of consumers will pay more attention to environmental protection, and they will prefer products that do not pollute the environment. Eco-friendly beauty ingredients. In terms of behavior, whether this group of young people are watching dramas in bed or going crazy in nightclubs, they have gradually become a late-night family and choose skin care solutions for staying up late. Taking staying up late as an example, this group of young consumers is really working diligently to protect their skin while staying up late. According to the "2019 National Health Insights Report", 75% of the post-90s did not fall asleep until after 11 pm. Staying up late is becoming a revenge or compensatory living habit of contemporary young people. But after staying up late, they also began to worry about what to do to soothe their restless body and mind. As one of the focuses of the people who stay up late, beauty sms marketing serviceIngredients. On the Contrary, There Are Still Some Consumers Who Do Not Pay Attention to the Ingredient List, but Increasingly Prefer High-end has also undergone some changes. According to Ali's big data, among white-collar women aged 25-29, they often purchase "must-haves for staying up late" every month, including eye masks, facial masks, skin care nutritional products, etc. between. After monitoring the annual social platform in 2018, Shiqu Insight Engine