Core Viewpoint - L'Oréal is advancing its beauty technology with innovative products like the AirLight Pro hair dryer and the multi-functional light energy hair straightener, showcasing a commitment to integrating advanced technology into everyday beauty tools [3][4][5]. Group 1: Product Innovations - The AirLight Pro hair dryer and the multi-functional light energy hair straightener utilize near-infrared light technology to reshape hair styling, significantly reducing damage compared to traditional high-temperature methods [5][7][9]. - The multi-functional light energy hair straightener operates at approximately 160°C, enhancing hair smoothness by two times while maintaining hair structure integrity [9]. - The LED face mask, developed in collaboration with iSmart, addresses consumer demands for portability and comfort, offering a lightweight design that enhances efficacy [11][12]. Group 2: Strategic Direction - L'Oréal's beauty technology strategy has shifted towards products that cater to mainstream consumer needs, focusing on everyday beauty tools like hair dryers and straighteners rather than niche products [15][16]. - The company emphasizes a clear strategic focus on high-certainty categories, prioritizing home-use professional devices and skin integration longevity science as key development areas [16][18]. - L'Oréal's commitment to research and innovation is evident in its development of products that not only improve performance but also redefine existing beauty categories [12][14]. Group 3: Research and Development - L'Oréal maintains a strong research foundation, ensuring that every product is backed by rigorous scientific principles, focusing on quality, safety, and performance [17][26]. - The company has developed a comprehensive beauty database that supports its research efforts, enabling rapid testing and validation of new products [26][27]. - AI plays a crucial role in L'Oréal's innovation strategy, enhancing the efficiency and depth of research while ensuring that products meet consumer needs effectively [25][29]. Group 4: Future Vision - L'Oréal envisions a future where beauty and health converge, leveraging biological mechanisms to shift consumers from passive to proactive skincare [18][19]. - The company aims to redefine beauty technology by focusing on performance, inclusivity, and precision, aligning with the evolving demands of consumers [29][30]. - Through open innovation and strategic partnerships, L'Oréal is positioned to lead in beauty technology, continuously adapting to market trends and consumer preferences [21][23].

Core Viewpoint - The article emphasizes the shift in consumer focus from "cost-performance ratio" to "quality-price ratio," highlighting the need for brands to adopt long-term strategies to navigate market challenges. It showcases how Han Shu, a domestic beauty brand, is redefining its image through significant investment in research and development, moving away from a marketing-heavy approach to a more research-driven model [3][4]. Group 1: Research and Development - Han Shu has maintained an annual R&D investment of over 100 million yuan since 2021, with projections to reach 180 million yuan in 2024, marking a 43% year-on-year increase [9]. - The brand has established a "1+N open innovation R&D platform" to foster deep collaboration between industry, academia, and medicine, with partnerships involving institutions like Shanghai Jiao Tong University and China Pharmaceutical University [9]. - Han Shu's R&D team includes top experts from various fields, and the brand has achieved a significant breakthrough with the development of cyclic hexapeptide-9, recognized as the world's first self-researched cyclic peptide skincare brand [11][12]. Group 2: Manufacturing and Quality Control - Han Shu has invested over 1.2 billion yuan in its AI-driven smart factory, which is designed to meet higher safety standards than typical cosmetics production, ensuring quality and traceability [14]. - The brand employs a closed-loop model for production and research, ensuring strict quality control at every stage, which eliminates the possibility of using substandard formulations [16]. - Han Shu's commitment to quality is reflected in its transparent production processes, which are designed to build consumer trust and ensure product safety [17]. Group 3: Brand Strategy and Market Positioning - Han Shu aims to evolve from a skincare-focused brand to a comprehensive beauty brand covering skincare, makeup, men's grooming, and hair care, with a vision to become a "five-good brand" [18]. - The brand balances its strategy by maintaining its classic products while innovating in high-end markets, introducing advanced anti-aging technologies and making premium ingredients accessible to a broader audience [20]. - Han Shu is actively working to build a sustainable brand identity that transcends mere commercial success, focusing on social value and consumer trust over the long term [22][24]. Group 4: Long-term Vision and Social Responsibility - Han Shu is establishing a charitable foundation to address social issues and promote a long-term public welfare mechanism, reflecting its commitment to evolving into a brand with social responsibility [24]. - The brand's long-term strategy is divided into three phases: foundational stability, systemic efficiency, and value leadership, aiming to redefine industry standards and contribute to societal values [25]. - Han Shu is transitioning from being a market participant to a rule-maker, engaging in scientific communication and industry standard-setting to enhance consumer trust and brand reputation [25].

Core Viewpoint - The article emphasizes the need for personal care products that effectively address consumer pain points while enhancing the bathing experience, amidst a market filled with over-packaged concepts and superficial trends [3][4]. Group 1: Product Innovation and Consumer Connection - The national brand Blue Moon's "Net Enjoy Foam Shower Gel" effectively meets contemporary consumer demands for efficiency and experience through its innovative technology and narrative of "Four Seasons Emotion" [5][8]. - The collaboration with brand ambassador Tan Jian Ci reflects a genuine connection between the product and consumer experience, enhancing the brand's communication through authentic usage [10][11]. - This partnership illustrates a commitment to professional standards and real experiences, aligning with Blue Moon's long-standing dedication to quality in the personal care sector [10][14]. Group 2: Market Trends and Consumer Demands - The personal care market is evolving, with consumers seeking products that provide not only basic cleaning but also advanced benefits such as oil control, acne treatment, and emotional well-being [35][36]. - The launch of "Net Enjoy" is a response to the market's call for solutions that integrate efficiency, effectiveness, experience, and emotional value, marking a significant shift in consumer expectations [36][39]. - The article notes that the online shower gel market has entered a phase driven by rational consumption, with the top 10 brands holding a market share of 50.8%, indicating opportunities for new entrants that can meet complex consumer needs [32][35]. Group 3: Technological Advancements and User Experience - "Net Enjoy Foam Shower Gel" utilizes "magic foam" technology, producing over 10 million micro-bubbles per use, which enhances the bathing experience by eliminating the need for rubbing [19][30]. - The product's formulation includes a three-fold amino acid surfactant system that balances cleaning power with skin gentleness, ensuring a comfortable post-bath feel without dryness [21][30]. - The gel's moisturizing properties have been validated by professional testing, showing a hydration rate of 98.2%, addressing the growing consumer demand for effective skincare during bathing [23][30]. Group 4: Brand Strategy and Long-term Vision - Blue Moon's focus on continuous innovation and consumer insight has been a consistent theme throughout its 34-year history, leading to the development of products that resonate with daily life [32][42]. - The introduction of "Net Enjoy" enriches Blue Moon's product matrix and aligns with its vision of providing a clean, healthy, and comfortable living environment for families [37][39]. - The brand's commitment to deep consumer interaction and emotional connection is evident in its marketing strategies, which aim to create a narrative around "beautiful living" beyond mere product functionality [40][42].

Core Insights - The beauty ODM industry in China is facing dual pressures in 2025: price squeeze from the market and the need for transformation towards high-quality growth [2] - The industry is accelerating the elimination of outdated production capacity, with 1,318 companies shut down or deregistered in 2024, while only 542 new cosmetic production companies were registered in 2025 [2] - Companies that embrace high-quality development and move away from traditional bidding models are being rewarded by the market, as exemplified by the leading ODM company, Norsbel, which is expected to achieve revenue exceeding 2.2 billion yuan in 2025 [3][4] Industry Trends - The Chinese cosmetics market is undergoing a deep adjustment period characterized by stock competition and value return, with consumers increasingly prioritizing product quality, efficacy, and safety over cost [4] - Norsbel has diversified its client base, serving both international giants like Procter & Gamble and L'Oréal, as well as emerging brands, adapting to the changing demands for faster market response and localized innovation [6][7] - The competition focus is shifting from price to quality and technology, compelling the supply chain to innovate continuously to create core value [7] Company Strategy - Norsbel's growth in 2025 is attributed to its strategic focus on customer and product, achieving quality internal growth through meticulous efforts in R&D, market development, cost control, and human resource management [8] - The company has invested over 80 million yuan annually in R&D over the past three years, establishing a professional team of over 180 people and introducing 777 new raw materials in 2025 [8][9] - Norsbel is transitioning from a production service provider to a long-term technical partner, emphasizing the importance of research and innovation to enhance its comprehensive competitiveness [9] Technological Innovation - Digitalization is a key driver for Norsbel's efficiency, with over 82% of its smart factory's equipment being digitalized, supporting rapid market response and flexible supply [10] - The company has implemented AI technology in R&D and production processes, optimizing formula development and enhancing production efficiency [10] - Norsbel has developed an industry-first AI model for mask appearance detection, integrating machine vision and deep learning for high-precision quality control [10] Future Outlook - Norsbel aims to play a pivotal role in the global beauty innovation landscape, focusing on sustainable value creation through technological innovation and efficiency [19][20] - The company is positioned to leverage the globalization of Chinese technology, aiming to be a long-distance runner rather than a sprinter in the competitive landscape [20] - Norsbel's strategic roles include being a promoter of Chinese innovation, a connector of global beauty innovation, and a leader in industry standards [25][26]

全球护发市场正经历一场深刻的价值重构。 根据Fo rt u n e Bu si n e ss I n si g h ts数据，2 0 2 4年全球护发市场规模已达到1 0 6 9 . 1亿美元，预计 到2 0 3 2年将增至2 1 3 4 . 7亿美元，预测年复合增长率达9 . 4%。其中，亚洲市场，尤其是中国， 正在通过消费结构的跃迁与护发理念的演进，成为推动全球护发产业结构升级与高端化进程的 关键力量。 然而，长期以来，高端洗护市场的话语权与解决方案多由欧美品牌主导，其产品研发逻辑往往 基于西方人种的发质特点，未能兼顾亚洲头发存在的系统性差异和特殊需求。这导致产品功效 成分存在适配鸿沟，更遑论对亚洲人受损发质进行精准修复。当今的亚洲洗护发市场，亟需一 套真正基于亚洲人发质"解剖图"的科学修护体系，实现从表层"涂脂抹粉"到内部"损厦重建"的 根本性跨越。 值 此 之 际 ， 作 为 「 亚 洲 头 皮 整 全 愈 养 专 家 」 的 Offℜ l a x ， 于 2 0 2 6 年 开 年 交 出 双 份 重 磅 答 卷：一是推出品牌进阶线—— 专为亚洲重度烫染漂受损发质定制的 「星缎奢感修护系列」 ， 以 ...

Core Viewpoint - The article emphasizes the importance of skin barrier repair in the skincare industry, positioning it as a long-term commitment akin to the Great Wall of China, which symbolizes protection and stability [4][12][36]. Group 1: Company Development and Research - Yuze has been focused on skin barrier repair for 23 years, undergoing a long phase of high investment and slow returns, which has not been fully understood by the market [6][10]. - The initial research was based on clinical practices at Ruijin Hospital, where skin barrier issues were not yet mainstream, highlighting the need for scientific and sustainable daily care [6][8]. - The first skin barrier repair product took six years to develop, involving 1,386 clinical validations, and over 5,000 clinical studies have been conducted in collaboration with more than 40 top-tier hospitals [8][12]. Group 2: Product Development Stages - Yuze's development is divided into four stages: 1. Medical research origin phase, focusing on establishing evidence-based standards [10]. 2. Product and application expansion phase, validating the skin barrier repair concept [10]. 3. Formation of a technical system, marked by the patent of PBS technology, transitioning to systematic technical accumulation [11]. 4. Current phase centered on systematic and long-term principles, emphasizing clinical insights and evidence-based standards [11][12]. Group 3: Market Position and Strategy - Yuze's commitment to skin barrier repair has created a competitive advantage in a rapidly changing industry, allowing for sustained output and continuous validation [14][36]. - The launch of the second-generation skin barrier repair cream in 2025 achieved over 100 million yuan in sales in its first year, becoming a significant growth driver for the company [12][36]. - The brand's long-term focus on skin barrier repair is seen as a strategic choice that aligns with public health values, addressing chronic skin conditions that require ongoing care [34][36]. Group 4: Public Health and Social Responsibility - The establishment of the "Shanghai Jahwa-Ruijin Guangci Skin Disease Charity Fund" aims to assist economically disadvantaged patients with skin diseases, creating a positive feedback loop between public health, research, and brand development [32][34]. - The article highlights the need for a comprehensive understanding of skin health as a public health issue, emphasizing the importance of stable skin barrier maintenance over quick fixes [34][36]. Group 5: Cultural and Educational Initiatives - Yuze's collaboration with the Great Wall Small Station for the "Barrier Art Exhibition" aims to elevate the understanding of skin health and repair as a cultural action, reinforcing the brand's image as a protector of life [35][36]. - The release of the "National Skin Barrier Health Green Book" seeks to establish a framework for understanding skin barriers that is accessible to the public while remaining grounded in medical logic [24][32].

2 0 2 6年第一个月尚未结束，市场监管领域已迎来新的制度调整。 近 日 ， 国 家 市 场 监 督 管 理 总 局 发 布 修 订 后 的 《 市 场 监 督 管 理 投 诉 举 报 处 理 办 法 》 （ 下 称 《 办 法》），自2 0 2 6年4月1 5日起施行。根据官方说明，此次修订旨在适应新的监管环境，提升投 诉举报处理质量与效率，更好平衡消费者权益保护与经营者合法权益保障。 在竞争高度集中的美妆市场中，外部监督始终是行业运行的一部分。 与此同时，如何区分正 当监督与不当利用制度的行为，也成为近年来监管与行业共同关注的议题。 《FBe a u t y未来 迹》基于公开资料与多位行业人士访谈，对新规可能带来的影响进行梳理和分析。 在 制 度 设 计 的 初 衷 中 ， 投 诉 举 报 与 职 业 打 假 ， 本 应 是 发 现 问 题 、 弥 补 监 管 盲 区 的 重 要 补 充 机 制。尤其在监管力量有限、市场主体数量庞大的现实条件下，这一机制曾在打击假冒伪劣、揭 露安全隐患、推动企业整改等方面发挥过积极作用。 据公开信息显示，新《办法》在原有基础上新增6个条款、修改2 2个条款，对投诉举报的 ...

Core Insights - The Chinese cosmetics market has surpassed 1.1 trillion yuan, maintaining its position as the largest cosmetics consumer market globally [2][3] - The market share of domestic cosmetics has increased to 57.37%, solidifying its leading position [3][25] - Approximately 27,000 brands were eliminated in the past year, while over 60% of the top 500 brands achieved positive growth, indicating a shift from a broad growth phase to a deep transformation focused on structural optimization [3][19] Market Size and Growth - In 2025, the total transaction value of the Chinese cosmetics market is projected to be 1,104.25 billion yuan, with a year-on-year growth of 2.83%, indicating a stable development phase [8] - The growth rates for the years 2023, 2024, and 2025 are 3.61%, 2.80%, and 2.83% respectively, reflecting a new normal of single-digit growth [8] - The retail sales of cosmetics in 2025 are expected to reach 465.3 billion yuan, with a growth rate of 5.1%, outpacing the overall retail sales growth [11] Market Dynamics - The data from the China Cosmetics Association and the National Bureau of Statistics complement each other, presenting a comprehensive view of the market landscape [14] - The divergence in data is attributed to different statistical scopes, with the National Bureau focusing on larger enterprises while the Association includes a broader range of market players [14] - The market is experiencing a significant internal structural change, with resources concentrating on larger, compliant, and research-capable enterprises, while smaller firms face increasing survival pressures [15] Brand Performance - Over 60% of the top 500 brands achieved positive growth, while the number of brands with over 100 million yuan in sales increased from 746 in 2023 to 839 in 2025 [16] - The elimination of approximately 27,000 brands in 2025 signifies the end of competition based on traffic and homogenized products, marking an acceleration of the survival of the fittest [19] Channel Competition - Online channel transaction value grew by 4.45% in 2025, while offline channels remained stable, indicating the end of reliance on a single growth channel [22] - The shift towards comprehensive channel operations is becoming the new foundation for brand development [22] Rise of Domestic Brands - Domestic brands' market share has risen to 57.37%, marking a fundamental shift in market dynamics [25] - Successful domestic brands focus on niche markets, technological barriers, and unique brand cultures rather than just price competitiveness [28] - The victory of domestic brands reflects a new development model that emphasizes long-term value and systemic capabilities [31] Regulatory and Competitive Landscape - The modernization of the regulatory system during the 14th Five-Year Plan has clarified the direction for high-quality development [34] - The shift from marketing wars to technology and brand wars is reshaping competitive dynamics within the industry [35] - Continuous investment in R&D is evident, with the average R&D expense ratio for Chinese cosmetics companies increasing from 2.36% in 2020 to 3.24% in 2025 [35] Consumer Behavior and Market Trends - The market is witnessing a dual pursuit among consumers for both high-value basic products under 300 yuan and luxury products over 1,000 yuan, while mid-range products are declining [38] - Brands must clearly position their value propositions to succeed in this evolving market landscape [38] Global Market Expansion - Expanding into global markets is becoming essential for leading brands, with some achieving significant breakthroughs in mature markets [39] - The dual drivers of strong policy and active market dynamics are propelling the Chinese cosmetics industry towards a new era of high-quality development [40]

Core Viewpoint - The beauty brand Sanzi Tang focuses on innovation for the majority, targeting everyday consumers who seek confidence in their daily lives, contrasting with the industry's trend towards niche and luxury products. This approach has led to over 1.5 billion in sales within three years and successful entry into Sephora as a representative of domestic brands [3][25]. Group 1: Brand Positioning and Growth - Sanzi Tang's rapid growth is attributed not only to capturing traffic benefits but also to resonating with the fundamental relationship between brands and the public [4]. - The brand's narrative in its first TV commercial, "Facing with Composure," metaphorically presents life as an interview, highlighting the pressures faced by contemporary individuals [6]. - The brand identifies itself as a practical makeup brand innovating for the majority, serving as an empathetic companion that understands daily struggles and provides emotional support [8][10]. Group 2: Product Innovation and Market Strategy - Sanzi Tang aims to redefine makeup as an accessible psychological empowerment tool, transforming the act of makeup into a confidence-building ritual [21]. - The brand has successfully iterated its star product, the dual-tip eyebrow pencil, seven times since its launch, receiving multiple international design awards and achieving top sales in its category [14]. - The brand's strategy includes lowering barriers to makeup enjoyment by addressing common user challenges such as application difficulty and time consumption [10][23]. Group 3: Market Position and Channel Strategy - Sanzi Tang's entry into Sephora marks a significant milestone, positioning the brand alongside international competitors and enhancing its credibility in the market [25][29]. - Sephora's selection of Sanzi Tang reflects a shift in its product selection logic, focusing on market validation and consumer demand rather than exclusivity [27]. - The brand's growth trajectory demonstrates a transition from a popular online product to a trusted professional brand recognized in mainstream retail [25][29]. Group 4: Systematic Support and Future Growth - The brand's growth is supported by its parent company, which provides robust supply chain capabilities, efficient channel integration, and strategic foresight [32]. - Sanzi Tang's journey illustrates a systematic approach to brand development, emphasizing product innovation, operational efficiency, and brand resonance [34]. - As the brand reaches a new sales milestone, its focus shifts from rapid growth to sustainable growth, leveraging its emotional connection with millions of users [36].

Core Insights - The beauty science communication has shifted from a "one-way output of scientific strength" to a "temperature dialogue with consumers" over the past 25 years, focusing on social emotional insights rather than just scientific data [2][4] - The NUTE model (Need-Unique-Technology-Evidence) is introduced as a methodology for scientific communication, emphasizing the importance of translating hard science into relatable solutions for consumers [3][5] Evolution of Beauty Science Communication - The initial phase focused on creating market buzz through ingredient efficacy and scientific concepts [4] - The explosion of scientific content saw many beauty companies entering the field, but it lacked consumer focus [4] - The communication evolved to a consumer-centric approach, aiming for empathy and understanding [4] - The current phase emphasizes co-creation of brand trust, where consumers focus less on scientific data and more on brand reliability [4] Case Studies in Effective Communication - Natural Hall's "anti-fatigue" marketing effectively resonated with consumers by translating abstract concepts into relatable experiences, such as "post-overtime fatigue" [6] - Zhanmiya utilized cinematic storytelling to connect with the emotional expectations of consumers regarding "China's technological rise," showcasing the journey of artificial skin [8] - Brands like Zhenyan addressed information gaps in post-surgery care by prioritizing knowledge dissemination over direct product promotion [10] The Role of Social Emotion - Social emotion acts as a "translator" in scientific communication, transforming deep research into consumer-friendly language and practical solutions [12] - The understanding of consumer needs is crucial, as effective communication is not about what brands research but what consumers need to know [12] Unique Research Frameworks - Establishing a unique research framework is essential for brands to create an irreplaceable competitive edge, allowing them to transition from "ingredient followers" to "category definers" [13] - Brands must avoid merely showcasing single-point technologies and instead build comprehensive frameworks or focus on specialized breakthroughs [13][14] Challenges in Consumer Acceptance - Concepts like ECM (extracellular matrix) are difficult for consumers to grasp; thus, brands must create relatable scenarios to make advanced theories accessible [16][18] - Shiseido's innovative approach to anti-aging through "memory T cells" represents a reverse strategy in a market focused on collagen supplementation [19][22] Evidence-Based Communication - The beauty industry is adopting a structured evidence chain similar to that in clinical research, categorizing evidence into various levels to enhance credibility [34][36] - Brands like HBN are leading the way in establishing standardized guidelines for efficacy evidence, promoting transparency and scientific rigor [41] Visualizing Scientific Evidence - OLAY's use of 3D technology to visualize the effects of their products represents a shift towards making scientific evidence more comprehensible and relatable to consumers [42][44] - The focus is on reducing the complexity of scientific data to enhance consumer trust and understanding [45] Future Directions - The industry is moving towards a model where storytelling is used to explain science, fostering a two-way relationship between brands and consumers [47] - The expectation is for brands to create relatable narratives that connect scientific advancements with everyday consumer experiences, enhancing trust and engagement [47]