画梅退网、朱瓜瓜惹争议，美妆主播又到“至暗时刻”？

Core Insights - The beauty live-streaming industry is facing a significant trust crisis, with issues related to product quality and exaggerated claims becoming increasingly prominent [3][4][8] - The recent controversies surrounding popular beauty influencers highlight the urgent need for rebuilding trust within the industry [3][4][22] Group 1: Trust Crisis in Beauty Live-Streaming - Influencer Zhu Guogua's promotion of Maystar shampoo has led to numerous consumer complaints regarding product effectiveness, with users reporting issues such as scalp irritation and oiliness [4][6] - Discrepancies between the claimed benefits of products and their actual registered effects have raised consumer skepticism, as seen with both Maystar shampoo and Aolansu mask [6][8] - The lack of response from Zhu Guogua regarding these complaints has further eroded consumer trust, despite her maintaining a significant following of 9.05 million on Douyin [7][8] Group 2: Consumer Sentiment and Influencer Credibility - Consumers are increasingly frustrated with the perceived inauthenticity of influencer marketing tactics, leading to a backlash against established personas and promotional strategies [9][12] - The industry has seen a rise in complaints about exaggerated claims and poor product quality, with past incidents involving significant financial repercussions for influencers [8][9] - The shift in consumer perception indicates a growing demand for transparency and accountability from beauty influencers [21][22] Group 3: Industry Dynamics and Future Trends - The beauty live-streaming market has experienced explosive growth, but recent data shows a slowdown in growth rates, indicating a potential market saturation [18][21] - Influencers are adapting to a more competitive landscape by diversifying their product offerings and focusing on niche markets, as seen with Zhu Guogua's shift to smaller brands [15][22] - The emergence of new influencers and the increasing importance of brand-owned live-streaming accounts suggest a potential shift in the market dynamics, with brands seeking to reduce reliance on individual influencers [14][15]