Core Viewpoint - The 618 shopping festival has undergone significant changes this year, with a longer duration and simplified promotional rules, leading to a shift in the beauty brand landscape where international brands are regaining prominence while domestic brands face pressure [2][20]. Group 1: Performance of Beauty Brands - Major beauty brands such as Proya, Lancôme, L'Oréal, and SK-II achieved over 100 million in GMV during the early stages of the 618 festival [3]. - International beauty brands outperformed domestic brands on platforms like Tmall, with a ratio of 5:1 in terms of brand representation in the top 20 rankings [3]. - The beauty category has become a core driver of sales growth across various platforms during the 618 festival [12]. Group 2: Changes in E-commerce Platforms - This year's 618 festival is the longest in history, with platforms like Tmall and JD.com extending the promotional period to around 39-40 days [13][14]. - E-commerce platforms have simplified promotional mechanisms, moving away from complex discount strategies to more straightforward price reductions and coupons [15][16]. - Platforms are focusing on balancing the interests of consumers, brands, and the platform itself, moving away from the previous price war strategy [16][20]. Group 3: Growth Trends and Strategies - JD.com reported significant growth in beauty product sales, with categories like lipsticks and serums seeing over 100% year-on-year growth [6]. - Douyin's beauty brand ecosystem has shifted, with high-end brands experiencing explosive growth while white-label products have disappeared from the rankings [9][20]. - Platforms are investing heavily in supporting quality brands, with Tmall and JD.com committing substantial resources to enhance brand visibility and sales [17][18]. Group 4: Implications for Domestic Brands - The shift towards supporting established brands may pose challenges for mid-tier domestic brands, which now face a more competitive environment [21]. - Domestic brands like Proya are solidifying their market position, while others must adapt to the changing landscape to maintain growth [22]. - The end of the price war signifies a new phase focused on brand value, product innovation, and user experience, presenting both opportunities and challenges for domestic brands [22].

Core Viewpoint - The Chinese cosmetics industry is undergoing a high-quality transformation driven by "ingredients," with a focus on the active ingredient "10-Hydroxy-2-Decenoic Acid" (commonly known as Royal Jelly Acid) emerging as a significant innovation following Hyaluronic Acid [2][3]. Group 1: Research and Development Progress - On May 21-23, 2025, Furuida Bio Co., Ltd. publicly disclosed important research advancements regarding Royal Jelly Acid, showcasing a comprehensive approach from "synthesis process to efficacy research to application" [4][6]. - Royal Jelly Acid, a unique unsaturated fatty acid found in royal jelly, is considered a core indicator of royal jelly quality, with a content of only 1.4-2.4% [4][6]. - Furuida Bio has achieved breakthroughs in synthesizing Royal Jelly Acid through collaboration with Qilu University of Technology, resulting in high-yield production methods [6][10]. Group 2: Application and Market Potential - The successful development of Royal Jelly Acid not only breaks technical barriers but also enhances brand recognition, positioning it as a new key ingredient in China's raw material library [2][4]. - Furuida Bio's research has led to the discovery of Royal Jelly Acid's skin barrier protection and anti-aging effects, with the ingredient officially registered as a new cosmetic raw material in July 2024 [6][10]. - The upcoming launch of the "Jingyan Jinzhi" product line, featuring Royal Jelly Acid, is set for June 2025, indicating the ingredient's entry into the cosmetics market [22][24]. Group 3: Industry Implications - The transition from Hyaluronic Acid to Royal Jelly Acid reflects a collective awakening among domestic brands regarding ingredient development and value return [27][32]. - The competition for key active ingredients in the global cosmetics market has evolved into a "technology chip war," where mastery of core raw materials and innovative applications determines market leadership [28][29]. - The successful industrialization of Royal Jelly Acid represents a significant shift in the Chinese cosmetics industry's approach to ingredient science, emphasizing the importance of independent research and development [31][32].

林清轩的上市动作早有苗头。 早在2 0 2 0年，林清轩创始人孙来春在接受媒体采访时就表示，公司在未来5年内要拥抱资本市 场，谋求上市。 今年2月，"上海林清轩生物科技有限公司"名称变更为"上海林清轩生物科技股份有限公司"， 同时公司董事长孙来春的职务调整为董事长兼总经理。股改完成，标志着林清轩迈出了上市第 一步。 随着上市步伐加快，这一家创立于2 0 0 3年的中国美妆公司将开启新篇章。 林清轩敢于迈向资本市场，其底气既得益于品牌当下已然成熟且稳固的市场格局，更源于其在 渠道拓展与产品布局两端构建起的综合战略体系。 5月2 9日，上海林清轩生物科技股份有限公司（以下简称"林清轩"）正式向港交所递交招股说 明 书 ， 拟 主 板 挂 牌 上 市 ， 中 信 证 券 和 华 泰 国 际 担 任 联 席 保 荐 人 。 若 顺 利 ， 林 清 轩 将 成 为 港 股"中国高端护肤第一股"。 从林清轩披露的招股书数据来看，2 0 2 2年至2 0 2 4年期间，公司营收呈现出稳健且快速的增长 态 势 ， 分 别 为 6 . 9 1 亿 元 、 8 . 0 5 亿 元 、 1 2 . 1 亿 元 ， 复 合 年 增 ...

Core Insights - The "Global Brand China Online 500 Strong List" (CBI 500) highlights the importance of consumer purchasing behavior in evaluating brands, moving beyond traditional metrics like sales revenue [2][5] - The beauty industry is identified as having the highest "brand index" among daily consumer goods, with a clear trend towards brand competition concentrated among leading brands [11][14] - International brands continue to outperform domestic brands in overall scores and representation on the list, indicating a need for domestic brands to focus on brand building [11][14] Industry Trends - The beauty sector's CBI score reached 75.83 in Q1 2025, an increase of 2.82 from Q1 2023, reflecting a strong brand presence among top players [11] - The CBI index emphasizes quality over quantity, with a scoring system that includes brand awareness, novelty, loyalty, and reputation [7][11] - The online retail market in China is significant, with the beauty segment accounting for 64.35% of total online transactions, amounting to approximately 6910.52 million yuan in 2024 [5][11] Competitive Landscape - The latest Tmall sales data indicates a growing head effect, where leading brands are capturing more market share, pushing lower-quality products out of the market [3][15] - In the recent Tmall 618 event, brands like Proya and Lancôme achieved significant sales milestones, showcasing the competitive dynamics between domestic and international brands [15][20] - International brands are regaining market strength, with companies like L'Oréal reporting a 6.9% sales growth in Q1 2025, indicating a recovery in the Chinese market [20][21] Brand Development Strategies - Tmall is shifting its focus from low-price strategies to supporting quality brands, aiming to enhance brand loyalty and consumer engagement [22][24] - The platform is investing heavily in brand support initiatives, with a budget of 200 billion yuan aimed at fostering innovative and high-quality brands [22][25] - The competition is evolving beyond product offerings to include brand equity and market positioning, with both international and domestic brands needing to adapt to these changes [25]

Core Viewpoint - The article highlights the journey of the "Qing Ciguo" (青刺果) from a little-known plant in the mountains of Southwest China to a significant ingredient in skincare products, particularly through the efforts of the brand Winona (薇诺娜) [2][19]. Group 1: Qing Ciguo's Historical and Cultural Significance - Qing Ciguo has a history of over a thousand years in medicinal and culinary use among ethnic minorities in Yunnan, with documented medicinal use dating back approximately 500 years [2][6]. - The plant is known for its resilience, blooming in harsh winter conditions, symbolizing strength and beauty [2]. Group 2: Winona's Research and Development Efforts - Winona has been researching Qing Ciguo since its inception, selecting it as a core ingredient from over 6,500 medicinal plants in Yunnan [8][10]. - The brand has published 17 academic papers related to Qing Ciguo, with 13 being published and 4 presented at conferences, showcasing its commitment to scientific validation [10]. - Winona's research has transitioned Qing Ciguo from a traditional medicinal plant to a scientifically validated ingredient, establishing its efficacy in skin barrier repair [11][19]. Group 3: Product Development and Innovation - Winona has developed multiple iterations of its flagship product, the "Special Care Cream," utilizing advanced extraction and refinement techniques to enhance the stability and efficacy of Qing Ciguo oil [11][14]. - The introduction of new components like Qing Ciguo polysaccharides and flavonoids represents a shift from single-component to multi-component applications in skincare [14][16]. Group 4: Economic and Ecological Impact - The expansion of Qing Ciguo cultivation has positively impacted local economies, improving infrastructure and creating job opportunities in the region [20][21]. - Winona has implemented sustainable practices, including carbon footprint management and ecological restoration projects, contributing to environmental conservation [23][28]. Group 5: Industry Recognition and Future Prospects - Winona has received international awards for innovation in raw materials and research excellence, positioning itself as a leader in the Chinese cosmetics industry [17][19]. - The company plans to replicate its success with Qing Ciguo by exploring other local plants, further driving innovation and economic growth in the region [30][31].

Core Viewpoint - The skincare industry is witnessing a transformation from emotional perception to scientific management, particularly in the realm of "whitening" products, with a focus on "pigment management" as a new paradigm [2][4]. Group 1: Scientific Advancements - Eucerin, a brand under Beiersdorf Group, showcased its "pigment management" concept at the 12th ASPCR conference, emphasizing the need for effective and evidence-based solutions for sensitive skin whitening [2][4]. - The Thiamidol® 630 ingredient, developed by Beiersdorf's research team, is highlighted as a revolutionary whitening agent, being the only one based on human tyrosinase screening and showing superior efficacy compared to existing whitening agents [5][7]. - Clinical trials have demonstrated that Thiamidol® 630 can significantly reduce skin pigmentation across all skin types, with over 110 clinical trials conducted in 28 countries involving approximately 8,500 participants [5][8]. Group 2: Market Impact - The second-generation Eucerin Brightening Essence, featuring Thiamidol® 630, received approval from the Chinese National Medical Products Administration in November 2024 and has since gained significant traction in the market, achieving over 131% growth in GMV on Douyin [7][21]. - The product has quickly become a top seller in major e-commerce platforms in China, indicating a successful transition from professional launch to widespread consumer acceptance [21][23]. Group 3: Consumer Engagement and Education - Eucerin's "Light Induction Workshop" at the ASPCR conference provided a comprehensive experience for consumers, combining professional insights with interactive activities to address skin concerns [12][14]. - The event featured personalized skin assessments and educational sessions, enhancing consumer understanding of sensitive skin management and the scientific basis of Eucerin's products [15][17]. - Feedback from participants indicates a shift in perception, with consumers recognizing the scientific foundation behind Eucerin's whitening solutions [17][19]. Group 4: Industry Evolution - The management of pigment disorders is evolving from confrontation to regulation, focusing on internal balance and personalized treatment plans, with Eucerin positioned as a leader in this transition [10][24]. - The brand's approach emphasizes a systematic methodology rather than merely marketing "sensitive skin" as a label, fostering trust and encouraging repeat purchases through scientific validation [24][25]. - The year 2025 is anticipated to be a landmark year for pigment management, marking a significant shift in the whitening industry towards comprehensive, gentle, and effective solutions [27][28].

美妆感官经济的暗线竞争，正在走向台前。 在满眼黑科技的当下，感官价值依然是评价一款美护产品优劣的重要标准，决定消费者对产品 的"第一印象"、购买决策以及最终的认可复购。从行业趋势看，无论是香氛型洗护的爆发，还 是 护 肤 品 的 质 地 迭 代 ， 乃 至 防 晒 品 类 的 肤 感 升 级 ， 越 来 越 多 的 品 牌 乐 于 在 感 官 方 面 大 做 新 文 章，向市场展现"真功夫"和"真诚意"。 《FBe a u t y未来迹》研究近两年上市的美妆新品发现，与功效平行的"肤感竞赛"，正在倒逼美 妆公司加大对质地、香味和触感等属性的研发投入。这一精细化的方向，在满足消费者多元化 需求的同时，一定程度上拉升了大众品牌产品的质感和竞争力，也对高端品牌此前围绕奢华肤 感铸造的护城河形成挑战。 | 上下滑动查看 | | --- | 对于美妆而言，肤感被放在重要的位置，本是顺理成章。因为消费者对于一款产品最直观的评 价往往来自上手的第一触感。即便是在营销层面，美妆博主们介绍产品时，也会着重描述肤感 体验。 肤感的"第一印象分"太低，往往会让消费者直接对产品"一票否决"——道理很简单，产品功效 体验不会即时获得， ...

Core Viewpoint - MAISON d e SIT.E aims to redefine the high-end beauty market in China by integrating fashion and beauty, drawing inspiration from diverse cultural elements while positioning itself as a unique brand that challenges the status quo of international beauty brands [2][11]. Group 1: Brand Identity and Philosophy - MAISON d e SIT.E is characterized as a "functional beauty" brand that seeks to merge rebelliousness with professionalism, aspiring to become the next "Mao Geping" without merely replicating existing models [2]. - The brand emphasizes a narrative that intertwines fashion and beauty, showcasing a distinct aesthetic that reflects Mongolian culture and other cultural influences [3][11]. - The brand's philosophy revolves around the idea that beauty transcends mere facial aesthetics, embodying a three-dimensional emotional expression [5]. Group 2: Product Development and Innovation - MAISON d e SIT.E's product line is designed with a focus on texture and user experience, collaborating with a Japanese company to create unique skin feel experiences such as "silk marble ice sensation" and "chiffon glutinous rice mud" [8]. - The brand encourages a hands-on approach to makeup application, allowing users to apply products without the need for brushes, thus catering to the needs of mature consumers who seek efficiency and quality [9][10]. - The introduction of innovative products like the "freckle cushion" and "no-size foundation" reflects the brand's commitment to breaking traditional beauty norms and addressing diverse consumer needs [22][23]. Group 3: Cultural Integration and Globalization - MAISON d e SIT.E aims to present Chinese culture in a way that resonates globally, deconstructing traditional cultural symbols and reinterpreting them for a modern audience [11][13]. - The brand's use of non-heritage cultural elements, such as the "female script" and Mongolian craftsmanship, highlights its dedication to showcasing a new narrative of Chinese aesthetics [13][15]. - By entering high-end retail channels like Sephora, MAISON d e SIT.E is positioning itself for global expansion while maintaining its unique cultural identity [15]. Group 4: Market Positioning and Consumer Engagement - The brand targets women over 30 who are disillusioned with conventional beauty marketing, offering products that emphasize quality and emotional value rather than superficial trends [8][10]. - MAISON d e SIT.E actively engages with consumer feedback, addressing concerns directly and adapting products to meet the needs of its audience, thus fostering a transparent relationship with its customers [9][10]. - The brand's approach to inclusivity in model selection and marketing challenges traditional beauty standards, promoting a diverse representation that resonates with contemporary societal values [19][20].

Core Viewpoint - The article highlights the successful marketing strategy of Yilian, a skincare brand under Furuida Biotech, through its immersive "Spray Festival" event in Jinan, which aims to enhance brand recognition and consumer engagement while showcasing its technological advancements in skincare products [2][9][21]. Brand Strategy and Marketing - Yilian's "Spray Festival" serves as a key annual marketing event, emphasizing the brand's youthfulness and technological prowess, with a projected online GMV exceeding 1 billion in 2024, reflecting over 30% year-on-year growth [2][18]. - The event featured interactive installations and a strong visual design, transforming the functional aspect of hydration into an emotional experience centered around "dopamine" [9][21]. - The brand leveraged its global ambassador, Zhang Linghe, to attract attention and deepen consumer connections, marking his first offline appearance as Yilian's spokesperson [6][9]. Consumer Engagement - The festival included various interactive experiences, such as a "Spray Door" and a "Fog Language Mailbox," allowing fans to engage creatively and personally with the brand [4][6]. - The event's climax was marked by Zhang Linghe's participation, which significantly heightened fan excitement and engagement [6][9]. Pre-Event Marketing - Yilian initiated a comprehensive marketing campaign 30 days prior to the event, utilizing online and offline channels to create buzz and drive participation, resulting in over 60 million reads and 2 million discussions on social media [11][13]. - The brand executed targeted advertising in 14 cities, including outdoor displays and digital promotions, to maximize visibility and consumer interest [15][17]. Product Innovation and Market Position - Yilian holds a leading position in the facial spray market, with a 26.82% market share on Douyin and a 10 billion GMV target for 2024, supported by a robust framework of technology research, market insight, and cultural narrative [18][19]. - The brand's commitment to technological innovation is evident in its product upgrades, such as the introduction of dual-patent hyaluronic acid and a new product line featuring a unique water/powder separation design [19][20]. Cultural Narrative - Yilian emphasizes a dual narrative of "technology + culture," rooted in its historical and cultural origins in Jinan, which enhances its brand identity and consumer connection [20][21]. - The "Spray Festival" reinforces this narrative by integrating product demonstrations, fan interactions, and emotional engagement, solidifying the brand's position in the skincare industry [21].

Core Viewpoint - MISTINE is leveraging advanced technology and a robust research framework to dominate the sunscreen market in China, aiming for global influence through localized innovation and strategic partnerships [2][12][38]. Group 1: Research and Development - MISTINE's R&D center in Shanghai is described as the most authoritative in China, featuring a triad of capabilities: a photobiology lab, a consumer insight center, and a Nobel Prize AI computing lab [4][5]. - The photobiology lab is pivotal, equipped with cutting-edge research tools, and plans to invest hundreds of millions in foundational research and product development over the next five years [4][5]. - The brand has established a global R&D network, collaborating with Nobel laureates and various research institutions to create a comprehensive innovation ecosystem [8][9]. Group 2: Product Innovation - The exclusive ingredient "御光滤" (Yuguang Filter) was developed over 14 years through collaboration among research teams from China, Thailand, and Germany, showcasing the brand's commitment to innovation [9][19]. - MISTINE's new product, the "Whitening Essence Sunscreen," is specifically designed for sensitive skin and incorporates advanced scientific frameworks to address consumer needs [18][19]. - The brand's product line now includes a variety of sunscreen options tailored for different demographics, including men, children, and sensitive skin, demonstrating a comprehensive approach to market segmentation [27][30]. Group 3: Market Position and Strategy - MISTINE has been the top-selling sunscreen brand in China for four consecutive years, with one in eight people using its products, indicating strong market penetration [30][31]. - The brand's strategy focuses on integrating global resources with local market demands to establish technological leadership in the beauty industry [14][38]. - MISTINE's approach to sunscreen is evolving from general protection to medical-grade precision, reflecting a shift in consumer expectations and market dynamics [19][30].