Core Viewpoint - The emerging skincare brand "Zhuben" has faced significant backlash due to discrepancies between product ingredient filings and actual contents, as well as allegations of false advertising by its founder during a live stream. The Zhejiang Provincial Drug Administration has intervened, leading to the urgent withdrawal of the involved products, while the brand denies any quality safety issues [1][3]. Industry Trends - The performance of new domestic beauty brands is declining, with only two brands, Meishi and Tiluowei, making it to the top 20 on Douyin this year, while previously popular brands like Jia Run Quan and Di Shi Ai Pu have disappeared from the rankings. In contrast, established brands such as Kose, Proya, L'Oreal, and Estée Lauder continue to dominate the market, indicating a trend where "the strong get stronger" and new brands struggle to last beyond three years [3][4]. Brand Strategies - New domestic beauty brands are increasingly focusing on creating unique aesthetic positions and establishing differentiated branding. For instance, Lin Qingxuan emphasizes the story of its rare ingredient, red camellia, combined with advanced technology to enhance brand value and justify higher pricing [4][6]. Marketing and Promotion - Many new beauty brands utilize a "template" approach to rapidly create and market products, often focusing on popular concerns like skin whitening and anti-aging. They employ low or high pricing strategies to attract consumers, and leverage celebrity endorsements to enhance brand visibility and credibility [8][10]. Challenges Faced - The beauty industry is witnessing a high rate of penalties for false advertising and ongoing disputes regarding product efficacy. Many new brands are struggling with high customer acquisition costs and declining effectiveness of traffic-driven growth strategies, leading to a "flash in the pan" phenomenon [11][12]. R&D Investments - Established beauty giants like L'Oreal and Unilever invest heavily in research and development, with L'Oreal operating 20 research centers globally and employing over 4,000 scientists. In contrast, newer brands like Lin Qingxuan show significantly lower R&D expenditures, which may hinder their long-term sustainability [14][15]. Conclusion - The current landscape of the beauty industry reflects a scenario where established brands maintain their dominance through substantial R&D investments and effective marketing strategies, while new entrants struggle to establish themselves and often face rapid declines in market presence [16].
618销冠逐本“翻车”背后，国货美妆新锐难逃“红不过三年”魔咒？
3 6 Ke·2025-07-12 03:03