经济观察网近日，欧莱雅在2026CES国际消费类电子产品展览会上推出了多效光能美发棒和LED光能面 膜两款美容科技产品。两款产品均计划于2027年面向全球上市，但具体定价还未公布。近年来，欧莱雅 发布了多项聚焦抗衰领域的科技美妆产品。欧莱雅集团数智美妆与开放式创新全球副总裁盖夫.巴鲁赫 称，美妆与健康领域正在融合，肌肤科学整合长寿科学是欧莱雅在基础研究和应用方向的优先发展领 域。通过理解蛋白质构成、遗传倾向、细胞再生等生物机制如何影响衰老，欧莱雅将实现从被动护肤向 主动预防性护理的转向。(记者罗文利) ...

出品 | 创业最前线 胡芳洁 当全球美妆巨头普遍面临增长难题时，有一家专业皮肤学公司却能逆势增长并冲刺全球美妆十强宝座——高德美。 外界多因瑞蓝玻尿酸、童颜针塑妍萃等注射美学产品而了解高德美，实际上，高德美除了医美业务，还有护肤品和皮肤治疗业务。 2024年，高德美以约320亿人民币净销售额，位列全球美妆公司排行榜第11位，暂居西班牙美妆集团Puig（约362.02亿人民币）之后。 2025年前三季度，高德美实现净销售额37.37亿美元(约266.15亿元人民币)，同比增长了15%。这一增速，在一众勉强维持增长甚至出现业绩下滑的国际美 妆集团中，依然十分抢眼。 在皮肤健康领域的持续深耕，助力高德美实现业绩快速增长，也吸引了国际美妆巨头的关注。 2025年12月，欧莱雅集团宣布从EQT牵头的财团手中收购高德美10%的股权，这是继2024年8月收购10%的股份后，欧莱雅集团的第二次增持。此次交易 后，欧莱雅对高德美的持股比例将增至20%。 高德美持续高增长动力来自哪里，又存在哪些挑战？欧莱雅入股又将为其带来什么？ 1、估值从500多亿元飙涨至3400多亿元 实际上，欧莱雅与高德美的渊源，始于45年前。 据公开资料 ...

Investment Rating - The report indicates a positive investment outlook for the facial skincare industry, particularly in the e-commerce segment, with a projected growth rate of 19.4% year-on-year [9]. Core Insights - The facial skincare category is leading the beauty and skincare market, with significant sales growth on e-commerce platforms, especially on Douyin, which is expected to surpass 1340.39 billion in sales by 2024 [9][10]. - Tmall's market share is declining, projected to drop to 30.5% by 2024, while Douyin is rapidly gaining market share [9][10]. - The report highlights various product categories within facial skincare, noting that while some categories are experiencing growth, others are facing declines [12][14][16]. E-commerce Market Trends - The overall e-commerce market for facial skincare is expected to grow by 19.4% year-on-year, with Douyin becoming the leading platform [9]. - Tmall's sales are projected to decline, while Douyin's sales are expected to grow significantly, reaching 1340.39 billion by 2024 [9][10]. - The report provides detailed sales figures for major platforms, indicating a shift in consumer preferences towards Douyin [10]. Product Category Performance - The report categorizes facial skincare products into several key segments, including serums, creams, masks, and cleansers, with varying growth rates across these categories [8][12][14][16]. - Specific product categories such as lotions and toners are showing positive growth, while others like facial scrubs and certain masks are declining [12][14][16]. - Douyin shows remarkable growth in categories like facial care sets and liquid serums, with growth rates of 48.6% and 54.0% respectively [16][17]. Brand Performance - The report lists top-performing brands in the facial skincare market, highlighting significant sales figures and growth rates for brands like Proya, L'Oreal, and Estee Lauder [19][20][21]. - Proya is noted for its strong growth, with a sales increase of 103.9%, while other brands like Sk-II and Olay are experiencing declines [19][20][21]. - The competitive landscape is shifting, with emerging brands gaining traction alongside established players [19][20][21].

Core Insights - The article discusses how leading brands like L'Oréal Paris and Midea have successfully doubled their user assets during the 2025 JD 11.11 shopping festival by utilizing the JD VALUE methodology, which addresses the challenges of rising traffic costs and fragmented marketing environments [1][23]. Group 1: JD VALUE Methodology - The JD VALUE methodology consists of three core modules: Vector (strategy and insights), Acquire & Lead (reach and stimulate), and Upsell (conversion), forming a comprehensive value growth system [1][9]. - The V module serves as a "steering wheel" for marketing, enabling brands to diagnose user assets and benchmark against industry standards, thus identifying growth directions [3][8]. - The methodology emphasizes a shift from traditional marketing approaches to a data-driven strategy, allowing brands to focus on user asset health rather than just immediate ROI [18][21]. Group 2: Implementation by Midea and L'Oréal - Midea identified two key issues using the VALUE methodology: a significant gap in the A1 awareness group and a lack of smooth conversion from A2 to A3 and A4 [3][6]. - Midea's strategy involved targeting key platforms like Xiaohongshu, Douyin, and Bilibili for user acquisition, moving away from blind marketing to more precise investments [6][9]. - L'Oréal's approach included a three-step strategy of "expand-attack-defend," focusing on untapped potential users, brand switchers, and reinforcing loyalty among existing customers [8][15]. Group 3: Performance Metrics - Midea's marketing efforts during the JD 11.11 event resulted in a 48% growth in 4A user assets, the highest in the industry, and a 55% increase in potential customer engagement [15][16]. - L'Oréal achieved industry-leading conversion rates across various user stages, demonstrating the effectiveness of the VALUE methodology in enhancing user engagement and loyalty [15][16]. - The evaluation metrics used in both brands' strategies included long-term user asset growth rates and customer lifetime value (CLV), moving beyond short-term sales figures [15][18]. Group 4: Ecosystem Integration - JD has established deep collaborations with major platforms like Tencent, Xiaohongshu, and Douyin, creating a seamless "outbound grass-planting to inbound conversion" marketing chain [13][19]. - The VALUE methodology promotes an integrated marketing approach, allowing brands to track user behavior across multiple platforms and optimize their strategies accordingly [20][21]. - This integration helps brands avoid fragmented marketing efforts and enhances the overall effectiveness of their campaigns, leading to better user retention and long-term growth [20][21].

瑞银集团：将欧莱雅评级上调至买入，此前为中性评级；目标价从367欧元上调至430欧元。 本文源自：金融界AI电报 ...

Core Insights - The sunscreen market for 2026 has already begun, with brands launching new products and marketing campaigns earlier than usual due to the late Lunar New Year holiday and the upcoming beauty consumption wave around International Women's Day [1][3] - Concerns arise over a potential price war in the sunscreen market, as many products are priced below 30 yuan, leading to questions about the sustainability of innovation trends such as multifunctional products and seasonal marketing strategies [1][3] Market Trends - Major brands like L'Oréal and Sekkisei have already iterated their core sunscreen products, initiating a "winter offensive" marketing strategy to extend the sales cycle throughout the year [3] - The total number of sunscreen product registrations has reached 4,835 since 2021, with 704 new registrations in 2025, indicating a rich product variety in the market [5] Sales Performance - From January to November 2025, sunscreen products sold 155 million units, generating sales of 14.153 billion yuan, surpassing the total sales of 12.045 billion yuan for the entire year of 2024 [7] - Sales growth in different price segments shows that products priced below 100 yuan generated 5.588 billion yuan, while those priced between 100-200 yuan and above 200 yuan saw growth rates of 20.44%, 15.27%, and 16.02% respectively [7][8] Brand Dynamics - The sales ranking for sunscreen brands remains stable, with Mistine, L'Oréal, and Anessa leading the market. L'Oréal experienced a significant growth of 47.94% during this period [8] - New product launches are increasingly focused on mainstream sunscreen creams, with outdoor-focused products performing well [12] Consumer Behavior - The rise of ultra-low-priced sunscreen products reflects a cautious consumer spending trend, allowing for more choices and lower trial costs for consumers [18] - The market is witnessing a shift towards smaller, lower-priced products that cater to specific consumer needs and preferences [18] Innovation and Technology - The sunscreen industry is seeing advancements in research and development, with a focus on anti-aging and light damage protection becoming central themes [19][23] - Brands are increasingly integrating skincare benefits into sunscreen products, with many new launches featuring dual certifications for whitening and sun protection [20][23] Industry Standards and Certification - Brands are actively participating in the establishment of industry standards, with initiatives like the "first" and "only" certifications becoming competitive advantages [30][31] - The introduction of AI-driven models for product development, such as Mistine's SCOPE-DTI model, marks a significant shift in the research landscape, enhancing the efficiency of product development in the sunscreen category [34][32]

近日，全球美妆行业巨头欧莱雅集团在2026年国际消费类电子产品展览会(CES2026)上正式发布两项突破性技术，将光学的力量引入美发与护肤领域：多 效光能美发棒(Light Straight+Multi-styler)与LED光能面膜(LED Face Mask)，均荣膺CES2026创新奖。 据悉，这款多效光能美发棒，采用专利红外光技术，旨在以更低温度提供卓越造型效果，从而更好地呵护秀发健康。多效光能美发棒的玻璃面板能有效顺 直头发，且温度始终控制在320°F(约160°C)以下。根据欧莱雅进行的仪器评估，与市面同类高端产品相比，多效光能美发棒的造型速度能够提升3倍，打 造的发丝顺滑度提升2倍。多效光能美发棒计划于2027年在全球上市。 另外，欧莱雅集团还宣布推出LED光能面膜。这款超薄、柔韧的硅胶面膜目前处于原型阶段，可将光能直接作用于面部。欧莱雅认为，该面膜功效的关键 在于其出色的透明支撑结构，它集成了对肌肤安全的微电路，可精确控制两种选定波长光线的释放——红光(630纳米)与近红外光(830纳米)——每种光线 都有助于显著紧致和平滑肌肤，同时均匀肤色。LED光能面膜预计于2027年上市。 LED光能面 ...

伯恩斯坦：将欧莱雅目标价从410欧元下调至405欧元。 ...

Light Straight + Multi-styler将于2027年在全球上市，定价等更多细节将在欧莱雅官网公布。这款产品已 经获得CES 2026创新奖，是欧莱雅继2024年CES推出AirLight Pro吹风机后，第二款采用红外光技术的 造型工具，标志着该公司正在构建完整的红外光美发护理产品线。 新浪科技讯 欧莱雅在CES 2026上推出红外光美发科技产品Light Straight + Multi-styler，这款直发造型器 采用专利红外光技术，标志着百年美发工具行业迎来重大技术突破。传统直发器的加热板温度通常达到 400°F（约204°C）甚至更高——超过角蛋白变性的阈值，导致毛鳞片受损、断裂和失去光泽。欧莱雅 2024年的美国消费者调查显示，58%的受访女性表示她们的头发损伤源于高温。Light Straight + Multi- styler的玻璃板温度始终不超过320°F（约160°C），相比传统直发器大幅降温，同时利用近红外光深入 渗透发丝纤维，重塑决定头发形状和质地的氢键分子结构。 责任编辑：李桐 专题：2026年度国际消费电子展(CES) 根据欧莱雅的仪器测试数据，Light St ...

Core Viewpoint - The article emphasizes the shift in the Chinese beauty market from emotional marketing to scientific validation, highlighting the increasing demand for verifiable and professional skincare solutions [3][41]. Group 1: Event Highlights - The seventh "Professional Spirit Annual Ceremony" hosted by SkinCeuticals in Shanghai showcased a collaboration with Xinhua News, featuring prominent figures from the medical and entertainment sectors, emphasizing a shared commitment to professionalism [4][8]. - The event marked a significant milestone in SkinCeuticals' 30-year journey, reinforcing its medical foundation and professional image while advocating for a collaborative approach to break competitive stagnation in the industry [6][41]. Group 2: Professional Recognition - The "Excellence Awards" at the ceremony aimed to promote the development of global dermatology and honor outstanding contributions from experts, establishing a high-level academic exchange platform for young dermatologists [8][9]. - Professor Zheng Zhizhong, a pioneer in dermatology in China, was awarded the "Benevolent Physician" title, recognizing his lifelong dedication to skin health and research [13][14]. Group 3: Brand Evolution - SkinCeuticals has evolved from a focus on "holistic skincare" to "holistic aesthetics," integrating effective skincare products with professional beauty treatments, marking a strategic advancement in its brand philosophy [6][24]. - The brand has established a comprehensive "holistic skincare" system, with 28 global skincare protocols and over 115 clinical efficacy studies, positioning itself as a leader in the dual beauty (lifestyle and medical beauty) concept [48][49]. Group 4: Market Performance - SkinCeuticals has experienced a remarkable growth trajectory, achieving a 100-fold increase over the past decade and maintaining a strong upward trend in 2025, ranking as the No. 9 brand in the Chinese beauty market [39][41]. - The brand's collaboration with over 10,000 medical institutions and beauty salons has resulted in a high concentration of medical beauty users, reaching 21%, showcasing its unique market position [39][41]. Group 5: Product Innovation - The upgraded A.G.E. product line, including a new 30% pro-collagen cream and serum, has set new standards in the anti-aging market, demonstrating a synergistic effect when used together [37][41]. - SkinCeuticals continues to enhance its product matrix, integrating academic research with clinical practice to provide effective skincare solutions that exceed one-time treatment benefits [35][41].