近日，2025 IMCAS（英卡思）中国大会在上海举办，欧莱雅在会期举办首场欧菜雅中国"新龄美"理念 发布会。据悉，"新龄美"的提出是欧莱雅对"美"的一次结构性重构。在这一理念指引下，欧莱雅以美为 支柱，从科学健康、文化认知以及社会经济三个维度，进一步探讨"长寿"与"美"的联结。 科学的突破性进展，将人类带入了一个前所未有的长寿纪元。生命刻度的延长，也正在重塑对美以及衰 老的认知。"'新龄美'的人在当下社会中越来越占主导地位了。数据显示，到2060年，我国65岁以上老 年人口将达到近40%。在这个过程中，我们希望把老龄者的积极性和身体活力激发出来，让他们摆正对 自我的认知，代际之间要有沟通。"欧莱雅北亚及中国公共事务总裁兰珍珍说道。 谈及海内外对于"新龄美"的差异化追求，欧莱雅北亚研发和创新中心副总裁容德明在接受南都记者采访 时介绍道，"我认为美的本质是多样性的体现。在欧莱雅工作期间，我曾在五个国家生活过。不同国家 间的美妆科学截然不同，有些国家关注皱纹，有些关注皮肤松弛，有些则聚焦色斑问题，我们需要接纳 肌肤的多样性，这种多样性不仅体现在肤色与肤质的差异上，更在于平衡外在护理与内在机理的认 知。" 也正基于 ...

【文/观察者网 邓军 编辑/赵乾坤】 近年来，"闪购一下，万物到家"的即时零售生活方式逐渐被广大消费者带入了各类出游场景，旺盛的消 费力也随之流向各个目的地。 《美团闪购"五一"消费趋势洞察报告》显示，今年"五一"，与旅游出行相关的多品类商品销量大幅增 长：防晒霜类护肤品订单量同比增长145%；水上活动装备热销，泳镜订单量同比增长152%，女士泳衣 订单量同比增长115%；户外用品如野餐垫、防潮垫订单量同比增长140%，帐篷订单量同比增长120%。 新的出行方式不仅给行李"减重"，还能根据天气和活动需求"精准购买"。 美妆供应链与消费者的日常生活紧密相连。如何通过精密计算与高效协同运作，确保每一个环节顺畅衔 接，从而让消费者能够"随时随地"获得所需产品？ "亲爱的用户，当您在深夜购买夏季出游的美妆产品时，欧莱雅的智能仓已进入高效运转状态。当您支 付订金时，欧莱雅的智能系统立即激活高效处理能力；待尾款付清，分仓系统随即启动，迅速安排发 货。夜间下单，上午即可收货。"——在第三届中国国际供应链促进博览会（以下简称"链博会"）现 场，首次亮相链博会的欧莱雅（唯一参展的外资美妆企业），向观众展示了其日化及美妆产业链在 ...

欧莱雅北亚及中国公共事务总裁兰珍珍7月17日在展台接受经济日报记者采访时表示，"链博会不仅是全 球供应链交流与碰撞的超级舞台，也为像欧莱雅这样的企业与上下游伙伴提供了深入对话、联合创新的 机会。这不仅仅是展示，更是一次对产业未来的共同思考。" "欧莱雅非常重视中国的供应链。"兰珍珍告诉记者，去年，欧莱雅在苏州启动的全球首家智能运营中心 就是一个典型案例。该运营中心专为中国市场打造，每小时可处理7000多个直达消费者的订单，"我们 不只是在卖产品，更希望为消费者提供情绪价值，通过一张精准高效的供应链网络，与我们1亿中国消 费者共情。" 中国是欧莱雅全球发展战略中最重要的市场之一。兰珍珍说，"欧莱雅深耕本土市场近30年，旗下32个 品牌与上亿中国消费者建立了深厚的联结。在这个过程中，我们也不断优化本地供应链体系，通过与本 土伙伴的密切合作，实现了更高效、更可持续的运营模式。" 7月16日至20日，第三届中国国际供应链促进博览会（以下简称"链博会"）在北京举办。作为美妆行业 唯一参展的跨国企业，欧莱雅以"链链相系，美好回响"为主题首次参展，全面呈现美妆产业在供应链的 创新和发展。 本届链博会期间，欧莱雅与中国条码技 ...

在第三届中国国际供应链促进博览会（下称"链博会"）上，欧莱雅北亚及中国公共事务总裁兰珍珍讲述 了一个自己经历的小故事：从网上下单一瓶卸妆水，第二天一早就能收到产品。她说，这次稀松平常的 购物体验背后是供应链的迅速联动反应。 "口红和染发膏，一个色号可能就对应几十种不同的颜料，这些个性化需求和产品设计，对供应链的质 量安全和快速响应能力都提出了非常高的要求。"兰珍珍说，美妆供应链的重要性丝毫不亚于重工业供 应链，"小口红也能撬动大影响"。 进入中国28年，欧莱雅的供应链实现了高度本土化，已链接1600多家中国供应商。欧莱雅方面称，通过 将中国优秀的本土供应商带向国际舞台，欧莱雅也让中国创新成为了全球方案。 在这次链博会上，沃尔玛重点推介了全球电商招商平台，据现场工作人员介绍，沃尔玛希望通过此次展 出，让更多中国卖家入驻到电商平台上。对规模较大的卖家，沃尔玛全球电商平台将提供专门的扶持政 策。 中国公司创元化妆品自2014年起成为欧莱雅彩妆品类的合作供应商，其创新配方首先应用于美宝莲和巴 黎欧菜雅彩妆产品，之后扩展到3CE，兰蔻等多个国际品牌，收获了来自欧莱雅全球各大市场的订单。 目前其产品已经从中国走向韩国、日 ...

Core Viewpoint - The article highlights significant personnel changes in the beauty industry, indicating a shift towards a research-driven, globalized, and organizationally transformed competitive landscape, with three main focal points: the emergence of new roles, expanded responsibilities for foreign beauty giants in the Chinese market, and widespread organizational restructuring [2][3][26]. Group 1: Emergence of New Roles - Over 75 key positions have changed among 25 leading beauty companies in the first half of 2025, with a notable rise in roles focused on digitalization, research, innovation, and marketing communication, reflecting the industry's future direction [2][6]. - Estee Lauder has created three new positions, including Chief Digital and Marketing Officer, Global Scientific Sleep Advisor, and President of the Makeup Brand Group, indicating a strategic shift towards integrating scientific expertise into product development [8][10]. - L'Oreal has appointed a Chief Innovation and Strategic Outlook Officer to oversee innovation teams and strategic foresight, emphasizing the importance of future-oriented innovation in the beauty sector [12]. Group 2: Expanded Responsibilities in the Chinese Market - International beauty companies are elevating their China market leaders to global decision-making roles, marking a significant shift in strategic positioning [14][24]. - Estee Lauder's new CEO has made substantial adjustments, including promoting the China President to the global management team, breaking previous decision-making chains [15][16]. - Shiseido has appointed a dual-role CEO for China and travel retail, merging management of these two growth engines to maximize synergies [17][19]. Group 3: Organizational Restructuring - The beauty industry is undergoing a deep transformation, moving from high growth to high-quality growth, as evidenced by widespread organizational changes [3][26]. - Companies are restructuring their organizational frameworks to enhance the integration of research and market strategies, with a focus on consumer needs [36][37]. - Estee Lauder's new strategy involves a significant operational transformation, restructuring brands by categories for better management and growth [31][34].

2025年7月17日，上海——全球美妆巨头欧莱雅亮相2025IMCAS(英卡思)中国大会，首度在中国线下发布"新龄 美"(The Beauty of Longevity)理念。大会期间，欧莱雅还特别策划了以"长寿革命：美妆科学新前沿"为主题的圆 桌论坛，同时深度参与多个学术分论坛，和医生学者、行业专家一同探索科技与美学交融的无限可能。 社会经济：借美之力，赋能社会生命力 当熟龄社会的轮廓逐渐清晰，新需求和新挑战也在悄然萌发，一边是熟龄经济的无限蓝海，一边是代际沟通的 共鸣缺失。兰珍珍表示："如果我们把'新龄美'想象成一棵生命之树：科学健康是它扎根土壤的根须，文化观念 就是它向上生长的枝干，社会经济则是它繁密茂盛的枝叶。" 欧莱雅中国"新龄美"理念发布会现场 三大维度——欧莱雅演绎"新龄美"元变革 "新龄美"的提出，是欧莱雅对"美"的一次结构性重构——以美为支柱，从科学健康、文化认知以及社会经济三 个维度，进一步探讨"长寿"与"美"的联结。 科学健康：以肌肤证长寿，让身心美共鸣 科学的突破性进展，将人类带入了一个前所未有的长寿纪元。生命刻度的延长，也正在重塑我们对美以及衰老 的认知。欧莱雅北亚研发和创新中心副总 ...

Core Insights - The Chinese market is not only a "fulcrum" for L'Oréal's global supply chain but also a "window" for driving growth among global partners [1] - L'Oréal has been deeply engaged in the Chinese market for nearly 30 years, establishing strong connections with over 1 billion Chinese consumers through its 32 brands [1][3] - The rise of "self-value" among consumers indicates a shift from functional to emotional resonance in beauty product consumption, necessitating brands to enhance their supply chain capabilities [2] Industry Trends - The Chinese beauty market is becoming a significant force in leading global beauty transformations, with consumers increasingly seeking personalized, experiential, and sustainable products [3] - The digital ecosystem, social media environment, and e-commerce platforms in China are fostering new consumption models and accelerating industry changes [3] - L'Oréal is committed to long-term investments in China, having established two smart operation centers in Suzhou and Nantong, which emphasize automation, digitalization, and sustainability [3]

Core Viewpoint - L'Oréal participated in the 3rd China International Supply Chain Promotion Expo, showcasing its commitment to innovation and collaboration in the beauty industry supply chain [1][4]. Group 1: Exhibition Highlights - L'Oréal's theme for the expo was "Connecting Chains, Beautiful Echoes," emphasizing its focus on consumer-centric supply chain systems [1]. - The company set up three major exhibition areas: "Linking Beautiful Life," "Linking Beautiful Ecology," and "Linking Beautiful World," each highlighting different aspects of its supply chain innovations [2]. Group 2: Employment and Economic Impact - L'Oréal operates 32 beauty brands in China and has established a logistics network that serves over 100 million consumers, supported by production and operational centers [2]. - According to Asterès, for every job created by L'Oréal in China, 20 additional jobs are generated across the value chain, promoting employment and industry collaboration [2]. Group 3: Strategic Partnerships - A strategic cooperation agreement was signed between L'Oréal and the China Barcode Technology and Application Association to enhance the digitalization of the cosmetics supply chain [3]. - The partnership aims to develop a comprehensive digital system for the entire industry chain, improving supply chain efficiency and accelerating the visualization process [3]. Group 4: Future Directions - L'Oréal aims to continue focusing on consumer needs and leveraging its end-to-end operational layout in China to respond to diverse demands with agility [4]. - The company plans to enhance consumer experiences through innovative technologies, ensuring that millions of Chinese consumers can enjoy the benefits of beauty products anytime and anywhere [4].

2025年早已过半，美妆品牌的平台生存之战交出期中答卷。 都说铁打的抖音，流水的白牌。今年上半年上榜TOP20的白牌又与去年有所不同。 当流量日益昂贵，品牌在各大平台的投入与产出比正经历残酷检验。过去六个月，哪些美妆品牌依然笑傲江 湖？哪些黑马新锐凭靠差异化打法实现弯道超车？哪些品牌又未能守住擂台，告别消费者视野？一起来看。 抖音：215个美妆护肤品牌GMV破亿 聚焦蝉妈妈抖音美妆护肤品牌榜单，期内，215个品牌GMV破亿。 TOP10榜单国货与外资平分秋色 其中，销售额TOP10的品牌分别是：韩束、珀莱雅、欧莱雅、雅诗兰黛、谷雨、兰蔻、赫莲娜、自然堂、海蓝 之谜及丸美。 | 8 | 谷雨 | 自然堂↑ | | --- | --- | --- | | 9 | 海蓝之谜 | 海蓝之谜 | | -10 | 自然堂 | 丸美↑ | | 11 .. | 欧诗漫 | 可复美↑ | | 12 | 后 | 毛戈平↑ | | 13 | 花西子 | 后↓ | | 14 | 蜜丝婷 | 百雀羚↑ | | 15 | 可复美 | eLL ↑ | | 16 | 温博士 | MEICHIC ↑ | | 17 | DCEXPORT | 蜜 ...

Core Viewpoint - The article emphasizes the transformation of the "Interesting Youth" initiative by L'Oréal China into a future-oriented empowerment platform, focusing on the intersection of technology and beauty, particularly through the lens of AI innovation [2][19][22]. Group 1: Initiative Overview - L'Oréal China's "Interesting Youth" project, which has been ongoing for 22 years, is being upgraded to a platform that empowers young people to participate in defining beauty [2][19]. - The "Tech for Good" theme of the "Tech Big Fun" hackathon aims to leverage AI capabilities to redefine beauty [5][15]. - The hackathon is the first of its kind in China's beauty industry, targeting AI-related innovation talents and blending creativity with technical skills [2][5]. Group 2: Hackathon Details - The hackathon culminated in a final event in Shanghai, where six AI creative teams presented their projects, showcasing their understanding of beauty and technology [5][6]. - The winning project, "Smart Guarding Beauty," developed a multi-agent system for risk assessment and compliance in new product development [10]. - Other notable projects included an AI skincare advisor and a data analysis tool for beauty industry operations, reflecting a diverse range of technological applications [11][12]. Group 3: Youth Empowerment and Engagement - The initiative aims to dismantle biases around beauty, asserting that everyone has the right to participate in defining it [12][20]. - L'Oréal's approach has evolved from merely providing assistance to empowering youth to take control and express their creativity [18][23]. - The platform encourages a culture of experimentation and acceptance of failure, allowing young people to explore their ideas without rigid standards [23][24]. Group 4: Broader Implications - The "Essentiality of Beauty" project aims to redefine beauty as a multidimensional value that encompasses culture, technology, and responsibility [25]. - The hackathon serves as a practical demonstration of this new understanding of beauty, integrating emotional and rational elements through technology [27]. - L'Oréal's strategy reflects a shift from a consumer-centric model to one that fosters co-creation and deeper understanding of beauty among the younger generation [24][27].