晒完书架和冰箱 千禧一代的妹子们又在晒洗漱架化妆品了 The rise of the bathroom #shelfie: How millennials are shaking up the beauty industry with their perfectly arranged products

卫生间的洗漱架是个私密之处，但如今千禧一代的妹子们掀起了洗漱架化妆品晒照风潮。她们晒出的化妆品或流行或小众，但这些琳琅满目的产品摆放整齐，色彩外观也搭配协调。就连时尚大师们也赞叹说，在如今竞争激烈的市场上，要想抓住顾客们的钱包，先要攻占她们的社交媒体。

First it was bookshelves, and then fridges - and now, beauty addicts have been showing off their cosmetics with their bathroom #shelfies.

先是晒书架，之后晒冰箱，如今，美妆爱好者们又掀起了晒卫生间洗漱架化妆品的风潮。

Beauty fans have been sharing photographs of their perfectly arranged - and often color co-ordinated - shelves full of envy-inducing products.

美妆爱好者们在网上分享洗漱架的照片，这些洗漱架塞满了各种让人艳羡的化妆品，摆放得毫无瑕疵，外包装颜色也搭配协调。

These include products by cult brands such as The Ordinary, Diptque and Glossier, leading to a scramble for the latest must-have items.

这些化妆品中有The Ordinary、Diptque（迪普泰克）和Glossier等流行品牌，引发了人们对时下必备化妆品的追捧。

Experts say millennials are shaking up the beauty industry with their bathroom 'shelfies', explaining how it's now 'almost essential' that beauty brands are Insta-friendly.

专家表示，千禧一代中流行的卫生间洗漱架晒照震撼了整个美妆界。他们还解释说，美妆品牌需要享誉Ins，这在当下“非常关键”。

Celebrity skincare guru Charlotte Connoley told FEMAIL: 'Instagram has changed so much about the beauty industry over the past few years, and the trend for sharing a "bathroom shelfie" has only helped to shape the future of the industry further.

明星护肤大师夏洛特-康诺利告诉每日邮报女性版说：“过去这些年，Ins让美妆界改变了很多，卫生间洗漱架晒照风潮只是有助于进一步打造美妆界的未来。”

'To succeed in today's market, it's almost essential that beauty brands are popular on Instagram - and to do that, they simply have to look amazing, as well as bringing something new and exciting to the table in terms of formula or ingredients

“要想在如今的市场中胜出，就要让品牌在Ins上流行，这非常重要。想要做到这一点，产品只需要看起来诱人，同时再加点儿新鲜或是让人兴奋的亮点，比如修改配方或成分。”

'It's a tall order for any brand but so many companies are rising to the challenge, making the industry such an exciting place to be!'

“这对任何一款产品都是苛求，但有很多公司都在积极应对这一挑战，使得美妆界处于风口浪尖！”

Charlotte added the bathroom shelfie trend has made it easier for smaller brands to gain a large following.

夏洛特补充说，晒卫生间洗漱架的风潮让小众品牌更容易获得更多人的青睐。

'This trend for Instagram-worthy packaging has also made it easier for smaller, independent brands to experience huge success very early on - as long as their products look good on Instagram, of course,' she explained.

她解释说：“打造Ins上镜产品外包装的风潮使得独立的小众品牌可以在早期就获得巨大的成功，当然前提是其产品在Ins上看起来很棒。”

'The combination of a beautiful aesthetic, an intriguing or thoughtful product USP and the kudos of being heralded by an Insta-influencer has the power to transform a brand into a cult favorite or a must-have overnight, in a way that we've never really seen before.

“审美趣味、吸引人且贴心的产品独特销售主张、Ins大号们的追捧，这三者结合起来能让一个品牌一夜爆红，成为美妆爆款或必备品。这是此前没有过的。”

'Of course it's not just about aesthetics, products still have to produce fantastic results in order to be selected by influencers who have the whole industry at their feet.

“当然这不仅仅和审美有关。产品还是需要出色的美妆效果，才会被社交媒体上的红人们选用，而这些人往往能左右整个美妆行业。”

'It's just encouraging brands to get better and better all the time, to try and become that next "must-have" item.'

“这会激励美妆品牌时刻努力把产品做得更好，努力成为下一款美妆必备品。”

英文来源：每日邮报

翻译&编辑：yaning