Core Insights - The article discusses the rising demand for sensitive skin care products in China, driven by a significant portion of the population experiencing skin sensitivity issues, with estimates suggesting that 30% of individuals are affected [3][4][6]. - The sensitive skin care market in China is projected to reach a scale of 66.44 billion yuan by June 2025, indicating a robust growth trajectory [4]. - Domestic brands, particularly those focusing on sensitive skin, have gained substantial market share, with brands like Winona and Huaxi Biological showing remarkable growth in sales and market presence [6][11][17]. Market Dynamics - The sensitive skin care market is characterized by a high incidence of skin sensitivity, with a daily occurrence rate of 64.1% among consumers [3]. - The demand for sensitive skin care products has led to the emergence of a billion-dollar market, with brands capitalizing on the need for effective solutions [4][6]. - The competitive landscape is shifting, with domestic brands outperforming international counterparts in terms of market share, reaching nearly 49.1% by 2022 [17]. Consumer Behavior - Consumers are increasingly willing to invest in skin care products to address their skin issues, often resorting to multiple purchases and trying various products to find effective solutions [6][25]. - The article highlights the psychological impact of skin conditions on consumers, leading to a cycle of purchasing and dissatisfaction as they seek effective remedies [9][28]. - The trend of "medical beauty" is on the rise, with a growing number of individuals seeking cosmetic procedures to enhance their appearance, further fueling the demand for sensitive skin care products [8][9]. Brand Strategies - Domestic brands have shifted their strategies from affordability to premium pricing, with significant price increases observed in their product lines [20][21]. - The article notes that brands are increasingly focusing on innovation and technology to differentiate themselves in a crowded market, with a notable increase in patent applications related to sensitive skin care [32]. - Marketing strategies have evolved, with brands now emphasizing product efficacy and scientific backing rather than solely relying on influencer endorsements [32][33].