“科学护肤”成最热赛道，天猫双11美妆成交规模全网第一

Core Insights - The beauty sector on Tmall has shown significant growth during the Double 11 shopping festival, with Tmall's beauty sales accounting for 61% of the total sales across major platforms, indicating a strong market position [1][3] Group 1: Sales Performance - The overall beauty transaction value during the Double 11 first phase (October 9 to November 3) has demonstrated a year-on-year growth trend, with Tmall leading the market with a 46.2% share, which has expanded compared to the 618 shopping festival [1] - Major beauty brands such as Proya, Estée Lauder, SK-II, and Lancôme achieved over 100 million in sales within minutes of the sale starting, surpassing last year's performance [3] - The "scientific skincare" category has emerged as a highlight, with leading brands like Winona and La Roche-Posay showing double-digit growth, while domestic brands like Zhanmei and Youfisi reported over 800% year-on-year growth [3] Group 2: Consumer Trends - Consumers are increasingly favoring "composite efficacy" skincare products over single-function items, with popular combinations including "whitening + anti-allergy" and "moisturizing + anti-wrinkle" [3] - High-demand ingredients such as multi-peptide complexes and high-concentration ingredients have gained popularity, exemplified by OLAY's sales exceeding 100 million within two hours of launch [3] Group 3: Emerging Trends - The trend of "home-use medical beauty" is on the rise, driven by increased consumer demand for sensitive skin care and post-medical treatment products, leading to significant sales growth in this category [4] - Products like La Roche-Posay's B5 PRO mask and Winona's second-generation special cream have achieved remarkable sales figures, with the former exceeding 200 million in the first hour of pre-sale [4]