再生领域的"液体黄金"——PDRN，正在全球护肤市场掀起一阵热浪，引来多个实力玩家入局 探索护肤相关的技术路径。很多人不知道的是，这场成分革命的起点，与韩国医美产业渊源颇 深。 公开资料显示，韩国作为全球医美技术的风向标，对PDRN的应用起步早且应用范围广泛。早 在2 0 0 8年，PDRN在组织修复领域的应用就已获批，随后迅速成为韩国皮肤门诊中备受追捧的 热门成分，成功实现了从专业医疗场景向消费级医美的跨越。 如今，韩妆品牌再度展现敏锐的市场洞察力，大胆将PDRN从医美领域引入日常护肤，打破了 技术应用的边界，成为细分赛道的规则定义者。 LG生活健康旗下专研皮肤学功效型护肤品牌——CNP希恩派（以下简称：CNP），近日正式 推 出 全 新 产 品 「 针 修 瓶 」 （ 希 恩 派 致 研 紧 致 肌 源 精 华 液 ） ， 以 院 线 同 源 的 PDRN 作 为 核 心 成 分，将院线级功效浓缩于一瓶精华之中，无异于在至卷的抗老修护赛道投下一颗"核弹"。 CNP希恩派全新产品「针修瓶」 值得关注的是，这款产品是CNP实验室和LG生活健康共同"托举"下的作品，彰显了品牌背后 强大的科研实力，以及对当下消费 ...

在上海美容博览会（以下简称"CBE"）到来之际，"怎样找到好产品"的呼声越来越高。 当下，美妆行业进入"竞质"新周期，消费者对美妆产品的功效追求及自身科学素养已达到前所 未有的高度。虽然以质取胜是亘古不变的真理，但什么是"质"以及背后的路径，已经发生巨大 改变。 一方面，市场端对产品品质需求仍在上升，但另一方面，独立研发成本、合规成本仍在不断上 涨 ， 而 中 国 市 场 " 好 产 品 " 的 另 一 重 关 键 定 义 是 " 能 够 人 人 用 得 起 的 产 品 " 。 这 意 味 着 " 既 要 又 要"的极端的"质价比"追求，正在深度考验中国供应链企业的实力。 在今年的CBE上，中国美妆供应链企业会交出怎样的答案？ "功效太卷了" "价格卷到头了"是近年来美妆行业普遍心声。 具 体 表 现 在 消 费 者 端 ， 消 费 者 不 仅 需 要 强 劲 的 功 效 ， 还 要 求 产 品 拥 有 真 实 的 基 础 研 究 作 为 支 撑，清晰的功效机理，并配备专业的功效、测评数据作为论证基础。"高品质"的定义进一步演 化成为对完整科研链路，强大品控能力的具体需求。 此外，在极度同质化的高功效内卷中， ...

当下，国货美妆企业正在步入科研竞赛新阶段。 2 0 2 4年头部国货美妆企业规模再创新高，上美股份以总营收6 7 . 9 3亿元（同比+6 2 . 1%）、净 利润8 . 0 3亿元（同比+7 4%）的业绩规模，跃升为中国美妆企业第二。以上美股份为代表的头 部国货美妆企业，正处于新一轮的研发布局期。 在这一阶段，国货企业们不仅需要理清自身的研发核心及架构，更需要通过科研转化、科学传 播等，打造更加扎实且领先的"科研基建"，以此来承托越来越大的企业规模，实现行业技术话 语权的争夺。 5月1 0日，上美股份作为国货美妆代表企业，出席以"科学传播"为核心议题的第十一届化妆品 趋势大会。上美股份旗下品牌韩束作为科学品牌代表，在多环节亮相，与在场来自医学界、产 业端、品牌端的重磅嘉宾，共同探讨品牌科研创新及科学传播的新路径。 《FBe a u t y未来迹》发现，近段时间以来，上美股份围绕科研转化、科学传播、体系升级进行 了一系列研发进阶，为国货企业的研发全链条布局开拓出一条新路。 研发成果倘若一直束之高阁，将会失去它原本的意义。 近年来，随着十四五规划纲要的提出，国家鼓励在化妆品等消费品领域培育高端品牌。行业亟 需 ...

Core Viewpoint - The article discusses the competitive landscape of the collagen market in China, highlighting the success of domestic brand Chuangfukang, which has maintained stable prices for 23 years despite technological advancements and market pressures [2][5][14]. Market Background - The collagen market is on the brink of a "second explosion," with projections indicating that by 2027, the overall market size in China will reach 173.8 billion yuan [3]. - The rise of recombinant collagen has significantly contributed to market growth, with domestic companies breaking international barriers in collagen technology [3][5]. - The article emphasizes the importance of scientific communication in addressing consumer skepticism regarding price increases in collagen products [5][24]. Technological Breakthroughs - Chuangfukang, under Chuang'er Biotechnology, has made significant advancements in collagen extraction technology, reducing costs from 2,000 to 7,000 yuan per gram for imported collagen to a fraction of that for domestic products [3][12][19]. - The company has achieved FDA certification for its raw materials and has expanded its market reach to Europe, the U.S., and South Korea [3][5]. Challenges in Communication - The article identifies three main issues in the scientific communication of collagen products: homogenized messaging, lack of cost transparency, and a disconnect in consumer understanding of the medical benefits of collagen [5][24]. - Chuangfukang's low profile in the market has hindered broader consumer awareness of its technological breakthroughs [5][24]. Marketing and Consumer Engagement - The collaboration with the advertising agency Shizhi Xiang aims to address consumer concerns about pricing and technology through direct dialogue and transparency [6][8][24]. - The marketing strategy focuses on establishing trust through third-party validation and addressing sensitive pricing issues directly [24][26]. Brand Positioning - Chuangfukang's commitment to not raising prices for over two decades reflects its philosophy of making technological innovations accessible to a broader audience [14][19]. - The brand has achieved a high customer loyalty rate, with a 50% repurchase rate, attributed to its competitive pricing and product quality [20][22]. Conclusion - The article concludes that Chuangfukang's journey exemplifies the potential of domestic brands to innovate and maintain ethical pricing in a competitive market, emphasizing the need for effective communication strategies to enhance consumer trust and brand image [24][28].

当类似"爱她就给她……"的营销声音甚嚣尘上，消费者开始反感"趁爱打劫"的泛营销。这对于 品牌的创意推新提出了更严苛的挑战。 不过《FBe a u t y未来迹》发现，近日SK-II围绕5 2 0发起的一波操作却赢得"满堂喝彩"，进一步 夯实了其美妆"礼赠王者"的市场地位。 5 2 0将近，可这桩"爱情买卖"似乎愈发难做了。 有 意 思 的 是 ， 这 场 策 划 的 成 功 ， 并 非 SK-II 用 高 明 的 手 法 将 爱 情 描 绘 得 足 够 浪 漫 ， 也 不 是 PITERA™的传奇故事再次惊艳四座，而是在五月，以轻盈的方式联合知名乐团"五月天"用一 首传唱已久的音乐作品——《我又初恋了》，在消费者和歌迷圈引爆了一颗"多巴胺核弹"。 当情绪营销成为美妆行业的新命题，当礼赠场景成为美妆市场的新增量，SK-II再次稳定发挥 展现了其高段位的"情商"，打造出又一场标杆式的营销案例。 " 我爱你，你爱我，我们再也找不到借口，就像是第一次，一起飞着爱情的自由 ……" 在SK-II「爱只向你 心动如初」的特别企划里，一传唱近2 0年的五月天经典曲目，犹如一颗 情绪"核弹"，点燃了五月天歌迷和数以万计的消费者 ...

Core Viewpoint - The article highlights the rapid growth and innovative approach of the brand "newpage," which has achieved over 100% revenue growth for three consecutive years in the Chinese infant care market, positioning itself as a leading player and a trendsetter in the industry [2]. Group 1: Brand Strategy and Market Positioning - "newpage" emphasizes a philosophy of "medical research co-creation," focusing on efficacy and high-end positioning to address the needs of parents overwhelmed by fragmented parenting information [3][5]. - The brand has launched targeted product lines for different age groups, including a repair series for children aged 6-12 and an acne control series for teenagers aged 12-18, marking a strategic upgrade to cover all age ranges [4][17]. - The marketing campaign aims to alleviate parenting anxiety by simplifying skincare choices through scientific solutions, allowing parents to trust the brand's expertise without feeling overwhelmed by options [6][12]. Group 2: Consumer Engagement and Marketing Tactics - The brand's marketing strategy leverages emotional resonance, addressing common parenting concerns through relatable scenarios, thus fostering a connection with consumers [7][10]. - Collaborations with platforms like Douyin and Tmall have enhanced brand visibility and engagement, utilizing innovative marketing tactics to reach a broader audience [10][21]. - The brand's narrative shifts from traditional marketing to a more empathetic and scientific approach, aiming to build trust and reduce decision fatigue for parents [27][28]. Group 3: Financial Performance and Market Trends - "newpage" reported a remarkable revenue growth of 498% in 2023, with a continued strong growth forecast of 161.64% for 2024, indicating robust market demand [21][22]. - The overall infant care market has seen a structural shift, with online sales in major channels increasing by 21.8%, reflecting a growing preference for domestic brands and a move towards more specialized care products [26][23]. - The brand's success is attributed to its ability to meet the evolving demands of modern parents, who prioritize product efficacy and safety, thus transforming the market from a "stock market" to a "value market" [26][27].

昨日（2 0 2 5年5月1日），雅诗兰黛集团发布2 0 2 5财年第三季度财报，中国大陆市场逆势交出 关键答卷—— 实现中个位数增长。至此，中国市场在过去的四个季度中，有三个季度实现市 场份额的扩大 。 尽管其全球净销售额同比下滑1 0%至3 5 . 5亿美元（约合人民币2 5 8 . 1 4亿），但这一成绩在亚洲 旅游零售渠道收缩、消费情绪疲软的背景下尤显韧性。 面 对 关 税 政 策 的 不 确 定 性 ， 雅 诗 兰 黛 集 团 首 度 明 确 表 态 ： 持 续 多 年 的 全 球 供 应 链 区 域 化 布 局，是应对贸易环境波动的重要资产。财报强调，通过灵活调整生产与物流网络，集团有能力 缓冲高关税对成本端的冲击 。 " 2 0 2 5财年第三季度，我们实现了有机销售额的预期，并超出了盈利预期。 "对于上任以来的 首份成绩单，雅诗兰黛集团总裁兼首席执行官司泰峰（St é p h a n e d e La Fa v e ri e）表示满意。 那么，雅诗兰黛集团是如何在变革中稳住基本盘？中国市场的战略地位又将如何重塑其全球版 图？ | 截图自雅诗兰黛集团2025财年第三季度财报 | | --- | ...

五一假期前夕，我们在成都看到了一个"不一样"的典萃。 在 成 都 锦 华 万 达 中 庭 ， 上 海 家 化 旗 下 功 效 护 肤 品 牌 典 萃 和 屈 臣 氏 共 同 举 办 的 " 焕 活 秘 境 实 验 室"新品路演，吸引来一大批消费者驻足。 与普通的品牌路演不同，"焕活秘境实验室"中，上海家化美妆事业部总经理陈旻、上海家化研 发中心首席科学家贾海东博士、上海家化销售部总经理金雷、屈臣氏中国皮肤护理采购总监陈 莉女士等高层悉数到场，直接面向消费者透传品牌历史和新品科技升级。 《FBe a u t y未来迹》在活动现场发现，过去作为上海家化旗下佰草集子品牌的典萃，如今正在 以功效护肤品牌定位和全新的科研主张脱胎而出。与此同时，它还凭借多年沉淀下的实体渠道 优势，与全国最大美妆个护连锁屈臣氏携手，共同探索功效护肤时代下的零售新解法。 如果把品牌、产品和消费者的距离分为"远场"、"近场"和"现场"，那么"焕活秘境实验室"，就 是典萃与屈臣氏共同创造出的，将品牌溯源、科研溯源、皮肤科学科普、新品发布、人群互动 等环节有机结合的"现场"，极大程度上消除了品牌与消费者之间的信息差。 这些现场交流，被典萃分成了三 ...

Core Viewpoint - The reopening of the Mao Geping brand counter at Hangzhou Yintai Department Store marks a significant milestone for the brand, emphasizing the importance of experiential services and long-term partnerships in the high-end cosmetics market [6][12][14]. Group 1: Brand Development and Milestones - Mao Geping's new counter is designed by the founder himself and represents a culmination of 20 years of collaboration with Yintai Department Store [3][4]. - The brand has achieved remarkable sales performance, with over 10 million yuan in annual sales from a single counter for three consecutive years after its initial setup in 2005 [8]. - The brand's commitment to long-term growth is highlighted by its focus on building deep connections with consumers and enhancing their beauty experience [9][10]. Group 2: Experiential Services and Innovations - The new counter features over ten trial areas for skincare and makeup, along with a dedicated display for the fragrance series, enhancing the overall consumer experience [6][12]. - During the 2023 618 shopping festival, a custom luxury caviar mask generated over 10 million yuan in sales, contributing to a 55% year-on-year increase in sales for the brand at Yintai [12]. - The partnership has led to the introduction of exclusive products like scented candles and cushion gift sets, expanding the brand's reach into lower-tier markets [13][14]. Group 3: Importance of Offline Retail - Offline department stores remain crucial for high-end brands to showcase their image and provide in-depth customer service, with over 50% of Yintai's malls housing cosmetic brands [8]. - Despite the rise of e-commerce, 52.2% of Mao Geping's sales still come from offline channels, with offline member repurchase rates reaching 34.9%, indicating the value of in-person experiences [15][16]. - The brand's strategy emphasizes maintaining a high-end positioning through physical counters, which offer irreplaceable premium experiences [16][17]. Group 4: Consumer Engagement and Trust - The brand has built trust with consumers through personalized consultations and makeup services, which have evolved over the past two decades [17]. - Mao Geping's continuous double-digit sales growth in Yintai's network reflects the effectiveness of its offline engagement strategies [17]. - The brand's focus on immersive experiences, such as makeup classes and live events, has transformed in-store visits into engaging experiences for consumers [25][26]. Group 5: Future Trends and Digital Integration - The beauty industry is entering a phase of slow growth, prompting a re-evaluation of the value of offline retail spaces [19]. - Brands are increasingly focusing on providing deep service experiences to enhance value, with beauty salons becoming more common in department stores [20][23]. - The integration of AI in retail operations, such as Yintai's self-developed assistant, is enhancing the efficiency of in-store services and consumer interactions [26][27].

大变局时代，先锋者正在以打破陈规的创新，点亮市场。 当不止一家美妆巨头因成本压力转移产能之际，花王集团却以一场"逆周期"的革新打破行业惯 性—— 旗下核心品牌f r e eplus芙丽芳丝不仅将全球总部落户上海，更完成从研发、生产到决 策的全链路本土化升级，发布全新的品牌理念「敢不讨好」深度连接中国年轻一代 。 放眼数百年的全球美妆史，总部跨国搬移的做法十分罕见。花王这一具有开创意义的选择，既 是对贸易战背景下产业供应链分散潮的一次有力的"逆向回应"，更是对中国美妆市场的精准竞 争卡位和长期信心表现。 《FBe a u t y未来迹》通过多方采访和研究发现，芙丽芳丝这场极为彻底的"本土化"一举打破了 业界对于传统日企的"保守"刻板印象，并透露出更大的野心——要将品牌打造成真正意义上 的"精简护肤No . 1 "。 这不仅是外资美妆品牌在华运营模式的范式突破，更揭示了国际企业深度融入中国市场的终极 命题：从"市场换技术"的旧叙事，正在转向"以中国定义全球"的新战略定力。 芙丽芳丝的"总部大挪移"，是花王集团基于对中国市场中长期战略价值的判断而作出的自上而 下的决策。 花王集团2 0 2 4年度财报显示，股东应占 ...