Core Viewpoint - The article discusses the evolving landscape of beauty brand marketing during the Chinese New Year (CNY), particularly focusing on the significance of the Year of the Horse and how brands are creatively engaging with cultural symbols to resonate with consumers [4][49][62]. Group 1: Cultural Significance of the Horse - The horse symbolizes a rich cultural narrative in Chinese history, representing success, progress, and vitality, deeply embedded in the collective consciousness [5][8][51]. - The horse's imagery is not only a cultural symbol but also a medium for brands to connect emotionally with consumers, reflecting a shift from mere symbolic representation to deeper narrative engagement [4][16][48]. Group 2: Marketing Strategies and Trends - Over 30 beauty brands have launched CNY limited editions, emphasizing creativity and narrative depth rather than just symbolic representation [16][49]. - The marketing strategies can be categorized into four main paths: direct imagery, integration of traditional crafts, emotional storytelling, and innovative forms [16][48]. Group 3: Direct Imagery - Brands like Hermès and HOURGLASS have incorporated horse imagery directly into product designs, creating strong visual associations with the Year of the Horse [18][21][22]. Group 4: Integration of Traditional Crafts - Brands such as 韩束 and 百雀羚 are merging horse imagery with intangible cultural heritage, enhancing the aesthetic and cultural value of their products [24][26][28]. Group 5: Emotional Storytelling - Brands like L'Oréal and OLAY focus on emotional resonance and collective memory, using themes of family and nostalgia to connect with consumers [30][31][34]. Group 6: Innovative Forms - Some brands are exploring new forms and functionalities, such as Valentino's use of color and Kiehl's incorporation of artistic elements, to provide fresh experiences [42][44][46]. Group 7: Consumer Engagement and Expectations - There is a growing consumer demand for personalized and meaningful interactions with brands, with younger generations seeking unique expressions of identity and cultural relevance [60][61]. - Brands are increasingly focusing on creating products that serve as cultural companions rather than mere consumables, aiming to establish lasting emotional connections with consumers [52][62].

Core Viewpoint - Unilever aims to become a more streamlined, agile company by 2025, focusing on sales growth, a strong product portfolio, and robust profit margins [3] Financial Performance - In 2025, Unilever reported a revenue of €50.5 billion, with an underlying sales growth (USG) of 3.5% and a volume growth of 1.5% [4][5] - The overall revenue decreased by 3.8% due to negative factors such as euro exchange rates, but the continuous growth in underlying sales indicates a healthier and more competitive Unilever [5] - The underlying operating profit was €10.1 billion, reflecting a slight decrease of 1.1%, while the operating profit increased by 2.4% to €9.0 billion [10] Segment Performance - The Beauty & Wellbeing segment achieved a sales growth of 4.3%, driven by strong performances from brands like Vaseline and Dove, which saw double-digit growth [11] - Personal Care segment reported a 4.7% sales growth, with volume growth of 1.1% and price growth of 3.6% [11] - Home Care and Foods segments experienced lower sales growth, with Home Care at 2.6% and Foods at 2.5% [10] Brand Strategy - Unilever's 30 core brands, termed "Power Brands," contributed 78% of total revenue, with a sales growth of 2.2% [9] - The company plans to invest 100% of its new BMI into the development of these Power Brands, reflecting a strategic focus on high-growth areas [9] Regional Insights - Asia-Pacific and North America are the largest markets for Unilever, contributing over 80% of total revenue, with Asia-Pacific showing a 4.6% sales growth [12][15] - The North American market performed particularly well, achieving a 5.3% growth, driven by a premium product mix [15] - In China, the overall sales remained flat, but beauty and personal care segments are entering a growth phase due to strategic adjustments [17][21] Strategic Initiatives - Unilever is focusing on high-end product innovation and market expansion in China, with significant investments in e-commerce and product development tailored to local preferences [20][18] - The company has implemented a "sell old, buy new" strategy, divesting from underperforming assets while investing in high-growth categories like beauty and personal care [26] - Unilever's management is enhancing operational efficiency and adapting to AI-driven innovations to accelerate product development and market responsiveness [27][28] Future Outlook - For 2026, Unilever anticipates a basic sales growth of 4% to 6%, with a minimum volume growth of 2% and a slight improvement in profit margins [29] - The company is committed to maintaining a focus on high-growth markets and digital commerce, particularly in the U.S. and India, to counterbalance market slowdowns [29]

Core Viewpoint - The high-end cosmetics industry is facing a dilemma where luxury is being reduced to mere packaging and marketing, prompting brands to reconsider whether high-end products can still embody culture, aesthetics, and values beyond just price tags [3][4][5]. Group 1: Cultural Significance - THE WHOO's revival of the complete ceremonial system of its "凝颜" series, previously presented as a state gift during the APEC summit, aims to reconnect Eastern art and craftsmanship with contemporary women's experiences [6][9]. - The event's location, the historic 盛家花园 in Shanghai, symbolizes a blend of Eastern and Western cultures, reflecting the brand's emphasis on the international expression of Eastern aesthetics [10][12]. - The revival is not merely about form but about the understanding of time, culture, and aesthetic judgment, aiming to translate the essence of diplomatic ceremonies into a relatable experience for Chinese women [12][14]. Group 2: Product and Craftsmanship - The "凝颜" series, selected as a state gift during the 2025 APEC summit, represents the pinnacle of Korean beauty, embodying a blend of Eastern aesthetics, craftsmanship, and modern technology [16][18]. - The series features rare wild ginseng, which takes 30 years to grow, emphasizing its scarcity and the high standards of quality associated with the product [18][21]. - The packaging of the series, crafted by a master artisan, reflects traditional East Asian craftsmanship, highlighting the importance of patience and time in both the product and its presentation [16][18][24]. Group 3: Target Audience and Experience - The event attracted a diverse group of attendees, including international ballet artists and representatives of contemporary women, showcasing a shared understanding of long-term value and cultural significance [13][14]. - The experience of using the "凝颜" series is framed as a process related to time, where luxury is not just a concept but a stable choice cultivated through daily life [14][16]. - The narrative of the series connects international standards with the realities of modern Chinese women, emphasizing that true luxury is about sustainable practices and long-term benefits rather than immediate results [14][16].

当下，中国美妆行业正陷入一场深度的"认知内卷"。当"屏障修护" "神经酰胺" "成分精简"成为 许多品牌雷同的营销话术，消费者面对的不再是清晰的选择，而是一片由相似承诺构成的模糊 地带。同质化的本质，往往在于品牌叙事与用户真实生活场景的脱节。在这一背景下，品牌表 达的深度与诚意，越来越取决于其对文化和生活细节的洞察与融入能力。 冬季，当哈尔滨因冰雪旅游再度成为全国乃至世界瞩目的焦点时，一场超越常规品牌曝光、深 度融合科学与地域文化的营销实践，在零下二十度的空气中悄然展开。 冰雪大世界的标志性"雪花摩天轮"上，首次为一家企业亮起一行清晰的标语：" NO. 1 屏障修 护专家适乐肤 " [ i ] 。它像一个宣言，宣告着一个以皮肤科学为基因的品牌，正主动走入中国 最炙手可热的文旅场景。 适乐肤选择用冰雪本身作为媒介：一座融合长城意象的冰雕，将"皮肤屏障砖墙学说"凝固为可 触摸的公共艺术；一艘"修护船"冰雕则构筑了一个关于守护与前行的品牌童话。从与本地洗浴 中心的场景化植入，到联动代言人张凌赫的直播，适乐肤正尝试用这些具体的细节，回应一个 所有功效型品牌都在探索的问题：当"成分"和"技术"成为市场通用语言后，品牌的 ...

Core Viewpoint - L'Oréal delivered a robust performance in 2025, achieving a sales revenue of €44.05 billion (approximately ¥361.09 billion) with a comparable growth of 4.0%, despite challenges in the global beauty market and currency pressures [3][4][31] Financial Performance - Annual sales reached €44.05 billion, with a comparable growth of 4.0%. Quarterly growth accelerated from 3.5% in Q1 to 6.0% in Q4 [3] - Operating profit margin improved to 20.2%, marking a historical high with a year-on-year increase of 20 basis points [3] - Operating cash flow was €7.2 billion, reflecting a year-on-year growth of 7.8%, indicating the best cash flow health in recent years [3] Business Segment Performance - All four major business divisions reported positive growth, with the Professional Hair Products division leading at a 7.5% comparable growth rate and sales exceeding €5 billion for the first time [6] - The Skin Science and Beauty division grew by 5.5%, with significant fourth-quarter acceleration to double-digit growth [8] - The Luxury Cosmetics division saw a 2.8% increase in annual sales to €15.595 billion, with a notable 3.6% growth in the second half, excluding the struggling Asian travel retail sector [10] - The Mass Market Cosmetics division achieved a 3.5% growth, primarily driven by hair care products [11] Regional Performance - North Asia reported a 0.5% year-on-year growth, marking the first positive result after two years of decline, with the Chinese market being a key driver [15] - Europe experienced a 4.4% comparable growth, outperforming the regional beauty market for the third consecutive year [13] - North America showed a clear V-shaped recovery with a 3.4% annual growth, improving from 2.0% in the first half to 4.9% in the second half [13] Strategic Developments - L'Oréal is focusing on high-end, medical, and licensed brands, with a significant acquisition of Kering's beauty business for €4 billion, enhancing its luxury fragrance portfolio [21][22] - The company is investing in technology, launching innovative products like the Light Straight+Multi-styler and LED Face Mask, and establishing a new Beauty Tech center in Mumbai to develop AI-based beauty solutions [28][29] - A major organizational restructuring has occurred, with key personnel changes aimed at leveraging localized experience from emerging markets to enhance operations in North America and travel retail [24][25] Market Trends - The company is shifting from prioritizing overall growth to focusing on quality market share expansion, concentrating resources on profitable and high-potential segments [20] - L'Oréal's strategy includes launching customized products tailored to Chinese consumer demands, reflecting a trend towards localized innovation [19]

" 实 现 了 强 劲 的 盈 利 复 苏 ， 众 多 改 革 举 措 获 得 了 良 好 的 效 果 。 " 对 于 2 0 2 5 年 下 半 年 的 强 势 增 长，资生堂集团在财报中如此表示。 昨日（2月1 0日），资生堂集团公布2 0 2 5财年（2 0 2 5年1 - 1 2月）业绩报告。在持续严峻的市 场环境中，这家老牌日企的全年净销售额为9 6 9 9 . 9 2亿日元（约合4 3 6 . 4 5亿人民币），较2 0 2 4 年小幅下降2%，基本符合集团此前预期。 值 得 注 意 的 是 ， 资 生 堂 集 团 2 0 2 5 年 核 心 营 业 利 润 同 比 增 长 2 2 . 4% ， 达 到 4 4 5 亿 日 元 （ 约 合 2 0 . 0 2亿人民币），利润率提升至4 . 6%，实际利润远超3 6 5亿日元的初始目标。 | 截图自资生堂财报 | | --- | 可以说，进入变革"深水区"的资生堂集团，在2 0 2 5年交出了一份超出预期的答卷。 同时，虽然中国和旅游零售业务仍处于下滑状态，但净销售和核心营业利润下滑收窄同样也是 一个积极信号。 从 品 牌 的 维 度 来 看 ， C ...

2 0 2 6年1月，国货护肤品牌绽媄娅在其成立十周年的节点上，官宣演员刘萧旭成为其首位品牌 大使。尽管美妆行业明星代言已成常态，但当人们将视线从此次"代言"本身，移向品牌十年跋 涉的科研长路与这位演员七载沉浮的磨砺生涯时，一种超越流量交换的深层共鸣逐渐浮现。 这场合作的主题被定义为"绽现光采，旭能新生"，它不只是一种美好的祝愿，更像是两个在不 同轨道上长期奔跑者的精神互文。 自2 0 1 6年诞生之日起，绽媄娅始终坚持以再生医学为基石，专注护肤科技，打造PDRN全生态 布局。这条路上，没有捷径可走，唯有对皮肤科学的持续深耕。十年间，它从一个再生医学精 准护肤引领者，成长为被沙利文权威认证的"中国PDRN护肤第一品牌" [ 1 ] ，构建了从技术、 产品到行业标准的全生态布局。 如 今 ， 在 迈 入 第 二 个 十 年 的 起 点 ， 绽 媄 娅 选 择 与 刘 萧 旭 携 手 。 品 牌 十 年 深 耕 所 积 累 的 专 业 厚 度，与演员七年沉淀所打磨的职业口碑，在此刻形成了一种关于"专注"与"沉淀"的同频共振。 这是一次价值观高度契合的双向奔赴——绽媄娅的科研坚守与刘萧旭的演技磨砺，在各自的轨 道上 ...

当 流 量 红 利 逐 渐 见 顶 ， 中 国 快 速 消 费 品 行 业 的 核 心 议 题 ， 已 从 " 如 何 实 现 爆 发 式 增 长 " 转 变 为"如何构建可持续的品牌价值"。过去依赖营销投放与渠道红利创造的销售数字，正逐渐让位 于对品牌健康度的深层追问。 在此背景下，《FBe a u t y未来迹》关注到，2 0 2 5年第三季度《中国线上消费品牌指数（CBI） 快消行业新锐品牌专题报告》的发布，为行业提供了一套新的的量化评估体系。这份由北京大 学国家发展研究院、北京大学数字金融研究中心、中山大学管理学院共同编制，淘天集团提供 技术支持的报告，首次完整公布了新锐品牌百强排名，以及上榜品牌在"新锐度、知名度、美 誉度、忠诚度"四大维度的细分指标得分。 这份报告的发布，也标志着行业竞争进入新阶段：从对短期规模的追逐，转向对品牌资产这一 长期价值的系统性度量与建设。 如今，中国快消行业的竞争正在经历一场深刻的评估标准重构。 长期以来，销售额、市占率、同比增速等规模性指标，主导着市场对品牌价值的判断。然而， 这种单一维度的评价体系，难以区分由短期流量驱动的增长与基于品牌自身竞争力的可持续增 长。在上 ...

儿童化妆品的未来，迎来关键定调。 在中国市场，儿童化妆品作为一个起步相对较晚的赛道，产业的基准线和上限正在同步提升。 一 方 面 ， 儿 童 化 妆 品 仍 在 通 过 不 断 提 升 门 槛 ， 拉 高 产 业 的 安 全 基 准 线 ， 并 形 成 基 本 的 安 全 共 识；而另一方面，在安全的基础上，整个赛道的高质量发展已经进入系统性讨论。 近期，由国家市场监督管理总局发展研究中心牵头，深圳市计量质量检测研究院及广州海龟爸 爸生物科技有限公司作为课题组成员共同编制的 《中国儿童化妆品行业发展研究报告》 （以 下简称《报告》）正式发布。 中国儿童化妆品行业发展研究报告( 2 0 2 5 ).pdf 2025中国儿童化妆品行业发展研究报告 作为一个关乎未来的项目，此次《报告》由政、研、企三方携手制定。其中，作为儿童化妆品 领军企业和唯一代表品牌， 海龟爸爸全程深度参与了研究，成为《报告》的联合发布单位及 核心案例贡献者。 2025中国儿童化妆品行业发展研究报告发布现场 通过权威机构与领军企业的协同共建，《报告》正为整个行业的良性、高质量发展绘出一条清 晰路线。 虽然起步相对较晚，但我国儿童化妆品市场呈现出 ...

Core Viewpoint - The beauty and skincare industry is undergoing a transformation where consumers are redefining what is worth spending on, shifting from impulsive buying to more rational decision-making focused on efficacy and long-term value [3][4]. Market Overview - By 2025, the beauty and skincare market is projected to reach a sales volume of 454.18 billion yuan, with a year-on-year growth of 9.7%, driven by both volume and price increases [5]. - The market growth is characterized by structural price changes, with a notable increase in the average transaction price due to a rise in the share of functional and mid-to-high-end products [8]. Consumer Behavior - Consumers are increasingly focused on efficacy, experience, and certainty of value, leading to a multi-tiered market with diverse price segments and consumer needs [4][8]. - The low-price segment (0-300 yuan) accounts for 74.1% of the beauty market, while the skincare market sees 56.3% in the same range, with the sub-100 yuan segment experiencing the fastest growth at 20.6% year-on-year [8]. Brand Dynamics - Leading brands are shifting from scale expansion to product innovation, with high-end anti-aging products becoming a significant growth driver, resulting in increased market concentration and share [11][12]. - Mid-tier brands face pressure but can achieve growth through targeted strategies, such as focusing on specific consumer needs like sensitive skin repair or anti-aging for younger demographics [14]. Anti-Aging Market Insights - The anti-aging market is entering a new phase driven by precise technology and widespread demand, with sales expected to reach 129.83 billion yuan in 2025, reflecting a year-on-year growth of 26.3% [15][17]. - Facial anti-aging products dominate the market, with facial care sets and serums leading in sales, emphasizing the importance of ingredient efficacy [19]. Product Trends - The demand for anti-aging products is increasingly focused on core functions such as hydration, wrinkle reduction, and skin repair, indicating a blend of basic skincare and anti-aging needs [24]. - New product innovations in the anti-aging segment are centered around collagen enhancement and multi-functional benefits, with brands like L'Oréal and Estée Lauder leading the way [28][29]. Makeup Market Trends - The makeup market is seeing a shift towards natural beauty and health-focused aesthetics, with sales growth of 15.8% year-on-year, reflecting changing consumer preferences [30]. - The demand for lightweight, hydrating makeup products is rising, with cushion foundations experiencing significant growth, indicating a balance between efficiency and effectiveness [35]. Marketing and Consumer Engagement - Social media platforms are becoming crucial for trend amplification, with discussions around natural beauty and individual expression reshaping consumer decision-making [43][44]. - The beauty and skincare industry is moving towards a competitive landscape focused on technology credibility, efficacy perception, and user understanding, indicating a shift from price-based competition to value-driven strategies [44].