Beautiful Premium

China s Gen Z population of about 260 million supports a $4 trillion consumer market that accounts for 13 percent of total household spending and is growing much faster than other age groups,according to data magazine.An in-depth analysis of the market and development prospects of the lipstick industry in China for 2019-2025 found that more than 3 million female users had purchased more than five lipsticks in a year,and 44.8 percent of those born in the 1990 s used lipsticks every day.According to the Beijing Business Daily,the raw material cost of lipstick is only about 10 yuan,but it can be sold on the market at a price 10-20 times higher than the original cost.This paper analyzes the reasons why generation z women consume lipstick with such a high premium.This article uses the interview method and the observation method.In this study,18 female lipstick consumers of Generation Z were selected by snowball sampling,and 5 lipstick sellers were selected as subjects for semi-structured interviews.The semi-structured interview was carried out by on-line function,and the observation method was a one-month unstructured observation on lipstick sales counters with two different sales modes.The full text is divided into five chapters,the main content is as follows:The first chapter mainly expounds the origin of the problem,the significance of the research and the design of the research program,and makes a brief summary and analysis of the research on lipstick consumption in the academic circle,through the consumption symbol,body discipline,feminism and the economic cycle of lipstick consumption research four theoretical perspectives,elaborated the research background of lipstick consumption behavior;The second chapter describes the process that lipstick is constructed as a“Beautiful” consumer symbol in the consumer market,and analyzes the reasons why the behavioral subjects in the consumer market approve the high premium of lipstick The third chapter clarifies the influence mechanism of feminism on lipstick consumption by combing the interview data of Generation Z Women and the public opinion information on the Internet.From the perspective of feminism,this paper analyzes and studies the vivid experience and logic of the interaction between the female consumers of generation Z and the“Beauty premium” created by the businessmen Chapter four analyzes lipstick as a tool to change women s body from the perspective of body training,and the way to carry out body training on women& s body,the fifth chapter summarizes and combs the conclusion of this study,and points out that this study can be further explored.In the study,we found that generation Z consumers buy high premium lipsticks for three reasons: first,lipsticks in the consumer society has been shaped into a consumer symbol of aesthetic significance.Generation Z consumers are willing to pay a premium for the added value of lipstick because of the appearance-oriented characteristics of Generation Z consumers;Second,lipstick consumption is the performance of Generation Z consumer s personal feminism.Generation Z consumers embrace the label-based approach to social interaction,using lipstick products as a way to personalize their own labels.Generation Z consumers are willing to pay a premium for the appearance of themselves because lipstick is good for the portrayal of Generation Z consumer feminism,deeply influenced by physical discipline.In the social process,generation Z consumers need to use lipsticks,which are cheap and can change the social image of the tool to help them play a social role.Generation Z consumers are therefore willing to pay a lipstick premium to maintain their social image.