Amazon US Market Analysis: Facial Makeup Remover and Cleansing Wipes Category

I. Executive Summary

1.1 Introduction & Report Scope

The subject of this report is the 'Makeup Cleansing Wipes' category on Amazon US (Facial Makeup Remover and Cleansing Wipes), focusing on analyzing target user personas, core needs, decision-driving factors, market communication strategies, and potential opportunities.

All products belong to the 'Makeup Cleansing Wipes' category or the 'Facial Cleansing Towels' category with highly overlapping core functions. Their core usage scenarios and target user base significantly overlap, forming a direct competitive relationship, thus enabling effective analysis. The sample size of 19 covers well-known brands, emerging brands, and private labels, with diverse price ranges and product characteristics, ensuring good representativeness.

Analysis Samples (ASINs): B077N1QR37, B07T883TRN, B07PBXXNCY, B0009F3O18, B081DJMVVB, B07N64PLTK, B07KG2XX67, B074V5RP5M, B07F4JYZNG, B084K5HNCB, B0195I8XR4, B09LXWPB1V, B07FLD6T6Q, B01M4NFD2N, B0722L6H9C, B07XC569XF, B07GKVBQDG, B0864VDH6F, B00U2VQZDS

1.2 Category Snapshot

Makeup cleansing wipes are pre-moistened, disposable towels primarily used for quick and convenient removal of facial makeup, dirt, and oil. Products in this category have diverse functions, ranging from basic makeup removal to additional benefits such as cleansing, moisturizing, soothing, and anti-aging, catering to different skin types and usage scenarios. The following table illustrates the key characteristics of consumer behavior in this category.

II. Target Personas & Usage Scenarios

2.1 Efficiency-Oriented Individuals / Travel Enthusiasts

2.1.1 Usage Scenarios

• Late Night Return Home: After a long busy day, they just want to quickly remove makeup and go to bed, avoiding complicated skincare routines.
• Business Trips / Travel: During flights, hotel stays, or camping, they need a lightweight, water-free makeup removal option.
• Post-Workout: After sweating from exercise, quickly cleanse the face of dirt and light makeup to maintain freshness.

2.1.2 Core Pain Points

• Inadequate Makeup Removal: Poor effectiveness in removing stubborn makeup (e.g., waterproof mascara), requiring multiple wipes or additional products.
• Sticky or Tight Sensation After Use: Some wipes leave an oily residue or cause skin dryness and tightness.
• Packaging Prone to Drying Out: The entire pack of wipes tends to dry out after opening, affecting subsequent use.

2.1.3 Key Purchase Motivations

• Convenience: Portable and usable anywhere, anytime, without the need for rinsing.
• High-Efficiency Makeup Removal: Capable of quickly and effectively removing daily makeup, including waterproof cosmetics.
• Instant Refreshing Feel: Skin feels clean, refreshed, and unburdened after use.

2.2 Sensitive-Skinned Consumers / Ingredient-Savvy Shoppers

2.2.1 Usage Scenarios

• Daily Cleansing: As the first step in a daily skincare routine, gently cleanses to reduce irritation for sensitive skin.
• Skin Barrier Damage: During periods of skin sensitivity or barrier damage, seeking the most gentle cleansing solution.
• Child or Elderly Care: Providing gentle localized cleansing for children or bedridden elderly individuals.

2.2.2 Core Pain Points

• Irritation / Allergies: Fragrances, alcohol, or irritating ingredients in products lead to skin redness, stinging, or allergic reactions.
• Opaque Ingredient Information: Skepticism regarding a product's claimed 'gentleness', fearing hidden harmful substances.
• Unpleasant Skin Sensation: The wipe material is coarse, causing strong friction during use and increasing skin burden.

2.2.3 Key Purchase Motivations

• Gentle and Non-Irritating: Free of irritating ingredients such as alcohol, fragrances, and preservatives; dermatologist-tested.
• Repairing and Nourishing: Contains ingredients like hyaluronic acid and ceramides to nourish the skin while cleansing.
• Trusted Certifications: Certified by professional organizations (e.g., National Eczema Association) or with clear 'clean formula' claims.

2.3 Eco-Conscious Consumers / Commercial Buyers

2.3.1 Usage Scenarios

• Hotel / B&B Supplies: Providing guests with disposable, hygienic, and high-quality personal care products.
• Eco-Friendly Living: Choosing environmentally friendly products in everyday consumption.
• Bulk Procurement: Pursuing cost-effective bulk purchasing solutions to ensure cost efficiency.

2.3.2 Core Pain Points

• Lack of Eco-Certifications: Difficulty in determining whether a product is genuinely eco-friendly or if it involves 'greenwashing'.
• Quality Consistency: Inconsistent product quality after bulk purchasing, such as dry, brittle wipes or damaged packaging.
• Packaging and Storage: High cost of individually wrapped wipes, or bulk-packed wipes being prone to moisture damage and spoilage.

2.3.3 Key Purchase Motivations

• Environmentally Friendly: Eco-friendly features such as biodegradability and plant-based materials.
• High Cost-Effectiveness: Competitive pricing for bulk packs or wholesale.
• Hygienic Assurance: Individually wrapped or well-sealed bulk packs ensuring product hygiene and effectiveness.

III. User Needs Hierarchy

3.1 Basic Needs (Must-Haves)

• Effective Makeup Removal: Capable of easily and thoroughly removing daily makeup and grime, including waterproof cosmetics.
• Gentle and Non-Irritating: No discomfort such as stinging, redness, or tightness after use, especially around the eye area.
• Appropriate Moisture Level: The wipes have an appropriate level of moisture, not too dry or too wet.
• No Residue Sensation: Leaves no sticky or greasy feeling on the face after use.

3.2 Performance Needs

• Moisturizing / Hydration: Provides hydration while removing makeup, keeping skin moisturized and non-dry.
• Soft Material: The wipes have a soft texture, causing minimal friction during use.
• No-Rinse Formula: Requires no subsequent rinsing, saving time and enhancing convenience.
• Plant-Based / Natural Ingredients: Consumers desire more natural, skin-friendly ingredients that reduce chemical burden.
• Travel Convenience: Individually wrapped or compact packaging for easy portability and on-the-go use.

3.3 Excitement Needs (Delighters)

• Eco-Friendly and Biodegradable: The wipe material is biodegradable in home compost, aligning with eco-friendly principles.
• Multi-Benefit Skincare: Beyond makeup removal, offers additional skincare benefits such as brightening, anti-aging, and pore refinement.
• Luxurious Skin Feel / Fragrance: Delivers a premium, pleasant user experience, such as unique fragrances or a silky texture.
• Innovative Packaging Design: For example, a boxed pop-up design that better maintains wipe moisture and offers a more convenient user experience.

3.4 Unmet Needs & Market Gaps

• Consistent Moisture Levels: Many products suffer from inconsistent moisture levels across wipes or drying out quickly after opening.
• Balance between Efficacy and Gentleness: Achieving absolute gentleness without irritation while effectively removing stubborn makeup, especially around the eyes.
• Odor Preferences: Fragrance-free products sometimes have a 'chemical' or 'damp paper' smell, while scented products may have overpowering fragrances or mismatched scents.
• Cost-Effectiveness of Individual Wrapping: While individually wrapped wipes are convenient for travel, they are usually more expensive and generate more waste, leading consumers to seek more cost-effective and eco-friendly individual packaging solutions.

IV. Market Communication & Decision Drivers

4.1 Product Selling Point Analysis

4.1.1 Common Selling Points

• Effective Makeup Removal: Emphasizes easy removal of makeup, dirt, and oil, including waterproof mascara.
• Gentle and Non-Irritating: Claims a formula that is sensitive-skin friendly, free from alcohol, fragrances, preservatives, etc.
• Convenience / No Rinse Required: Highlights product ease of use without rinsing, suitable for quick cleansing or on-the-go.
• Soft Material: Highlights the soft tactile feel of the wipe material, reducing skin friction.

4.1.2 Differentiating Selling Points

• Specific Skincare Ingredients: Addition of ingredients such as hyaluronic acid, ceramides, aloe vera, vitamin E, coconut oil, and rice water, emphasizing moisturizing, nourishing, and soothing benefits.
• Plant-Based / Eco-Friendly: Uses 100% plant-based fibers, emphasizing biodegradability or environmental friendliness.
• Multi-Functionality: For example, '3-in-1' cleansing wipes that combine makeup removal, cleansing, and moisturizing.
• Special Certifications: Tested by dermatologists or ophthalmologists, or certified by organizations such as the National Eczema Association.

4.1.3 Unique Selling Propositions (USPs)

• Commercial / Hotel Wholesale: Offering bulk packs or individually wrapped units for commercial clients like hotels and B&Bs.
• Dual Wet & Dry Use: For example, Clean Skin Club's dry towels that can be used wet or dry, in combination with water or cleansing products, emphasizing hygiene.
• Specific Fragrance Experience: For example, lavender or rose water fragrances providing a soothing nighttime experience.
• Well-Known Brand Endorsement: For example, CeraVe, Neutrogena, etc., where the brand name itself builds trust.

4.1.4 Competitive Landscape

4.1.4.1 Market Maturity

The makeup cleansing wipes market is relatively mature, with key selling points (makeup removal effectiveness, gentleness, convenience) becoming highly homogeneous. Brands tend to differentiate by adding specific skincare ingredients and emphasizing eco-friendly attributes.

4.1.4.2 Key Innovation Trends

Innovation trends are mainly reflected in enhancing the efficacy of product ingredients (e.g., incorporating hyaluronic acid and ceramides for improved moisturizing) and emphasizing eco-friendly attributes (plant-based, biodegradable materials). Additionally, customized products targeting specific scenarios (e.g., professional makeup removal, commercial services) are also developing.

4.2 Decision Factor Analysis

4.2.1 Primary Decision Factors

• Makeup Removal Effectiveness: Whether it can thoroughly and easily remove all types of makeup, especially waterproof mascara and stubborn foundation.
• Skin Gentleness: Whether it irritates sensitive skin and the eye area, and whether it causes redness, stinging, or allergic reactions.
• Post-Use Skin Sensation: Whether the skin feels refreshed and moisturized after use, with no residue or tightness.

4.2.2 Secondary Decision Factors

• Wipe Material and Thickness: Whether it is soft, durable, tear-resistant, and comfortable during use.
• Moisture Consistency: Whether the entire pack maintains consistent moisture levels without drying out.
• Scent Preferences: Fragrance-free or with a pleasant, light scent, avoiding chemical odors or overpowering fragrances.
• Portability: Whether the packaging is convenient for carrying and sealing.
• Cost-Effectiveness: Whether the product's price is competitive while meeting core needs.

4.3 Selling Point vs. Decision Driver Alignment

4.3.1 Alignment Analysis

Current mainstream selling points for the category align with users' primary decision factors regarding 'makeup removal effectiveness' and 'gentleness', as major brands emphasize these two aspects. However, market communication shows a misalignment with user experiences in 'moisture consistency' and 'scent': sellers typically promote 'moisturizing' and 'refreshing scents', but user reviews frequently report negative feedback such as 'too dry' or 'unpleasant/chemical odors'. Moreover, while many products emphasize 'plant-based' or 'natural' attributes, user perception and actual purchasing motivation may not be as directly driven by this as by 'efficacy' and 'skin feel'. Brands' eco-friendly claims may not fully translate into core decision factors for users, as consumers are more concerned about practical performance than eco-friendliness alone.

4.3.2 Key Findings

• Core functionalities (makeup removal effectiveness and gentleness) are foundational, but there is still room for improvement. Even leading brands frequently receive user feedback about inadequate makeup removal or irritation on sensitive skin, indicating unmet consumer demand for both extreme efficacy and gentleness, representing an opportunity for premiumization and specialization.
• Moisture levels and scent are critical pain points affecting user experience. Sellers often do not highlight these potential issues in product descriptions, but they directly impact user satisfaction and repurchase intent. Resolving them would significantly improve word-of-mouth.
• Portability and eco-friendliness are important secondary decision factors. Particularly for frequent travelers or those who value lifestyle quality, individually wrapped and biodegradable attributes are appealing, but consumers remain skeptical about the cost-effectiveness of individual wrapping and the authenticity of eco-friendly claims.
• Marketing of multi-benefit skincare functions has become a differentiation strategy, but actual effectiveness requires user validation. Products attempt to add value through skincare ingredients, but if actual makeup removal and skin feel are subpar, these added benefits struggle to impress consumers. Brands must ensure core functionalities are solid before emphasizing added values.

V. Opportunities & Recommendations

5.1 Develop highly gentle yet powerful 'Eye & Lip Specific' makeup remover wipes.

• Supporting Evidence: In the 'User Needs Hierarchy Analysis', 'gentle and non-irritating' is a basic need, while 'makeup removal effectiveness' is a key decision factor. User feedback consistently shows high demands for eye makeup removal coupled with susceptibility to irritation; existing products often compromise between these two. Some products lack the ability to remove waterproof mascara effectively or cause eye irritation.
• Product/Strategy Recommendation: Focus on developing wipes specifically designed for the delicate eye and lip areas, using ultra-soft, low-friction materials infused with an ophthalmologist-tested, no-tears formula to ensure efficient removal of waterproof cosmetics (e.g., mascara, eyeliner) without any irritation or oily residue. Consider a dual-layer or special texture design to enhance cleansing without increasing friction.
• Marketing Communication Angle:
  • Target Persona: Sensitive-Skinned Consumers / Ingredient-Savvy Shoppers, Efficiency-Oriented Individuals / Travel Enthusiasts
  • Core Message: Bid Farewell to Irritation and Residue: Ultra-gentle yet potent makeup remover wipes specially designed for delicate eyes and lips-one swipe clean, the safe choice for sensitive skin.
  • Tone of Voice: Professionally rigorous and meticulously caring
  • Key Phrases & Keywords: Eye & Lip Specific Makeup Removal No-Tears Formula Gentle and Non-Irritating Waterproof Mascara Terminator Sensitive Eye Safe
  • Proof Points: Ophthalmologist-tested certification, 100% fragrance-free and alcohol-free, user-verified waterproof makeup removal rate, ultra-soft plant fiber material.

5.2 Introduce innovative packaging to address uneven moisture and drying issues.

• Supporting Evidence: 'Consistent Moisture Levels' is explicitly highlighted as a common pain point in 'Unmet Needs', with many users reporting that poor packaging seal leads to drying. 'Efficiency-Oriented Individuals' also complain about packaging drying out.
• Product/Strategy Recommendation: Design an innovative sealing system, such as a dual-lock freshness-preserving structure with a hard-shell flip-top lid and an inner sealing film, or more advanced individual pull-sealing technology, ensuring each wipe-from the first to the last-maintains ideal moisture. Consider adding a smart humidity indicator.
• Marketing Communication Angle:
  • Target Persona: Efficiency-Oriented Individuals / Travel Enthusiasts, Eco-Conscious Consumers
  • Core Message: Every Wipe Feels Fresh: Revolutionary freshness-locking packaging-say goodbye to dryness and enjoy a consistent, refreshing cleansing experience.
  • Tone of Voice: Technologically advanced, trustworthy, and convenient
  • Key Phrases & Keywords: Long-Lasting Moisture Innovative Freshness-Locking Packaging No Dryness Perfect Seal Always Like New
  • Proof Points: New packaging design patent, lab-proven moisture retention rate, user before-and-after moisture comparisons, innovative highlights of packaging materials.

5.3 Create 'Cleanser-Level' makeup remover wipes incorporating high-level skincare concepts.

• Supporting Evidence: 'Excitement Needs' mentions 'multi-benefit skincare' as an innovation point, while 'Performance Needs' indicate user expectations for moisturizing and hydrating. Though current products add ingredients, they haven't established a clear 'cleanser replacement' perception, or added benefits are not significant. Though Clean Skin Club's dry towels serve as a cleansing aid, their high ratings also demonstrate user importance placed on deep, hygienic cleansing.
• Product/Strategy Recommendation: Elevate makeup remover wipes to a 'cleanser product' level, emphasizing that they not only remove makeup but also provide deep cleansing, pore purification, and incorporate high-concentration, clinically proven skincare ingredients (e.g., peptides, probiotics, specific botanical extracts), while promoting their skin microbiome-balancing effects. The product name should directly reflect the 'cleanser wipes' positioning, not just 'makeup removal'.
• Marketing Communication Angle:
  • Target Persona: Sensitive-Skinned Consumers / Ingredient-Savvy Shoppers, Refined Lifestyle Pursuers
  • Core Message: Makeup Removal is Also Skincare: One wipe delivers the triple luxury of makeup removal, cleansing, and skincare, awakening healthy, radiant skin.
  • Tone of Voice: Luxurious skincare, professional, empowering
  • Key Phrases & Keywords: Cleanse & Skincare Combined Skin Microbiome Balance Infused with Potent Essences Deep Purification Farewell to Double Cleansing
  • Proof Points: Dermatologist endorsement, core skincare ingredient concentrations, before-and-after user skin condition improvements (e.g., hydration, pore cleanliness), user feedback of 'no need for double cleansing'.

5.4 Focus on the niche but high-value 'fragrance-free but odorless' product line.

• Supporting Evidence: Both 'Unmet Needs' and 'Decision Factor Analysis' mention that fragrance-free products sometimes have unpleasant 'chemical' or 'paper pulp' odors, while scented products may be too strong or misaligned with scent expectations. This indicates unmet demand for truly 'neutral' scent.
• Product/Strategy Recommendation: Focus on developing wipes that are truly 'odorless', not just 'fragrance-free'. By optimizing wipe materials, cleansing solution formulations, and production processes, eliminate inherent 'base odors' in the product. Though requiring higher technical barriers, this can precisely target high-end users sensitive to scents. Invite scent-sensitive consumers for blind testing to ensure no residual odor.
• Marketing Communication Angle:
  • Target Persona: Sensitive-Skinned Consumers / Ingredient-Savvy Shoppers, Minimalists
  • Core Message: Ultimate Purity, Neutral Experience: Truly colorless and odorless makeup remover wipes, letting skin breathe naturally.
  • Tone of Voice: Pure, reassuring, high-end
  • Key Phrases & Keywords: Truly Odorless Zero Scent Burden Preferred by Scent-Sensitive Users Pure Formula Additive-Free Philosophy
  • Proof Points: Third-party lab scent testing reports, user blind comparison tests, product ingredients minimal and transparent, pollution-controlled production process.