Proya(SH:603605) 3 6 Ke·2025-11-10 06:53Core Viewpoint - The competition in the beauty and skincare sector during this year's Double Eleven shopping festival is intense, with brands aggressively promoting anti-aging claims despite regulatory risks [1][2][3]. Group 1: Marketing Strategies - Many beauty brands are using phrases like "anti-aging" and "anti-aging" to directly address consumer anxieties, making these terms central to their marketing campaigns [2][3]. - Brands like Proya and others are heavily promoting their products as capable of delivering anti-aging benefits, with specific claims about visible results within a short timeframe [8][11]. - New brands, such as Guyu, are also launching dedicated "anti-aging" live streams, emphasizing these claims during promotions [16]. Group 2: Regulatory Compliance - The National Medical Products Administration has not recognized "anti-aging" as an official claim category, which places brands in a precarious position regarding compliance [2][20]. - Several brands have faced administrative penalties for making unverified claims about their products' anti-aging effects, indicating a growing scrutiny from regulators [4][25]. - Despite previous penalties, many brands continue to push the boundaries of compliance, suggesting a calculated risk in pursuit of higher sales [5][26]. Group 3: Consumer Demand and Market Dynamics - There is a strong consumer demand for anti-aging products, which drives brands to use more appealing terms like "anti-aging" over compliant terms like "anti-wrinkle" [26]. - The perceived low cost of regulatory violations compared to the potential sales gains encourages brands to take risks with their marketing claims [26][27]. - The article suggests that a healthy market relies on brands respecting consumer trust and regulatory boundaries, rather than exploiting them for short-term gains [27][28].