Company Profile

Zhitomeiyan is an innovative beauty company focused on the color cosmetics market. Guided by consumer needs, the company combines market trend analysis with consumer behavior insights to develop makeup solutions that balance product quality, user experience, and creative expression. It continually tracks changes in product expectations, makeup performance, and brand perceptions, using consumer insight to support product development and business growth.

Research Background

As the color cosmetics market matures, consumer expectations are becoming more professional, personalized, and detailed. Beyond basic makeup effects, consumers increasingly consider product ingredients, safety, ease of use, wear performance, and the experience delivered across different usage occasions. Purchase decisions have consequently become more rational and multidimensional.

Through earlier qualitative interviews, Zhitomeiyan developed a three-level needs framework covering different product functions and usage occasions. Quantitative research was required to assess the market value of these needs, measure their importance and current level of fulfillment, and identify consumer pain points that had not yet been adequately addressed.

Research Scope

In July 2025, CEIDEA was commissioned by Guangzhou Yaxuan Trading Co., Ltd. to conduct a dedicated consumer needs study for Zhitomeiyan. The study used an online survey among consumers aged 18 to 40 who had established makeup habits and had recently purchased domestic color cosmetics. Respondents were drawn from Tier 1, New Tier 1, Tier 2, Tier 3, and other city tiers to capture differences across markets and consumer segments.

Building on Zhitomeiyan's existing three-level needs framework, the project applied a dual-dimension needs model to evaluate both the perceived importance of each need and the extent to which it was currently being met. The analysis also considered purchase channels, usage frequency, product preferences, and consumer behavior to profile key user groups and map their purchase journeys.

Data quality was managed through questionnaire logic checks, completion-time screening, device and IP restrictions, scale reliability analysis, duplicate response detection, and the removal of anomalous records. These measures were used to protect the authenticity, completeness, and analytical value of the survey data.

Expected Outcomes

The research will help Zhitomeiyan develop a more complete understanding of consumer needs throughout the selection and use of color cosmetics. It will identify unmet pain points, potential product opportunities, and the relative priority of different needs for product development and optimization.

The findings can support new product development, upgrades to existing products, and target-segment definition. They will also provide an evidence base for product feature design, brand communications, and consumer engagement, helping the company refine its color cosmetics portfolio around genuine user needs.