美妆次抛创新升级，敏感肌跨界新布局｜世研消费指数品牌榜Vol.73

Group 1: Beauty Industry Trends - The beauty industry is experiencing explosive growth in the sub-category of "next-generation serums," with brands focusing on ingredient innovation and efficacy differentiation to stand out during promotional events like the 618 sales [3] - Brands such as Proya, Kefu Mei, Oushiman, and Natural Hall are increasing their investment in next-generation serum products, pushing skincare towards active preservation, precise dosing, and high-efficiency repair [3] - Data indicates that over 20 next-generation serum products were launched in Li Jiaqi's live stream, showcasing the industry's commitment to this segment, with Kefu Mei's collagen stick achieving over 100,000 sales on the first day of the 618 promotion [3] Group 2: Sensitive Skin Market Expansion - Brands are expanding their product lines to cater to sensitive skin, with established brands like Avene, La Roche-Posay, and new entrants like Mibeier and Bishi Yan introducing "sensitive skin+" products [4] - The brand Mistine has launched a "sensitive skin+ sunscreen" targeting sensitive skin, emphasizing freshness preservation and convenient packaging during the 618 promotional period [4] - The future of the sensitive skin market is expected to feature a coexistence of specialized brands focusing on medical aesthetics and extreme sensitivity, alongside crossover brands entering the market with "sensitive skin+" products [4]