Core Viewpoint - The olive essence incident has reshaped the responsibility boundaries in the beauty live-streaming sales industry, highlighting the need for accountability among brands and influencers [1] Group 1: Incident Overview - The olive essence controversy began in February 2024 when a beauty influencer claimed that CSS's olive essence products failed to meet ingredient standards, leading to widespread scrutiny [6][19] - Following the incident, CSS's domestic operator, Shanghai Jingyue, announced the termination of its partnership with the American brand and the closure of all official online stores in China due to lack of support [3][13] - The regulatory body fined Shanghai Jingyue 500,000 yuan for false advertising related to the olive essence product, marking a significant conclusion to the incident [8][15] Group 2: Brand and Market Impact - CSS, which previously achieved significant sales growth, reported a drop in market presence following the incident, with its sales figures declining from 1.8 billion yuan to uncertain levels [17][21] - The brand's domestic operator underwent several changes, including a shift in legal representation and ownership, indicating instability within the company [18] - The incident has led to a broader discussion about the responsibilities of influencers and brands in the live-streaming sales sector, with some industry leaders acknowledging the inevitability of product issues in a rapidly growing market [19][20] Group 3: Regulatory and Industry Response - The incident has prompted calls for clearer standards regarding ingredient testing and labeling in the beauty industry, particularly concerning plant-derived components [21] - Influencers and brands are now more cautious, with many opting to provide detailed ingredient information to mitigate regulatory risks [21] - The olive essence incident is seen as a pivotal moment in the live-streaming sales industry, potentially influencing future practices and regulations [19][20]
油橄榄事件“主角”退出中国？