Estée Lauder(US:EL) Xin Lang Cai Jing·2025-12-15 13:34Core Insights - The "oil-based skincare" trend is driving explosive growth in the skincare market, with the facial and eye serum oil market expected to grow from 5.19 billion yuan in 2023 to 7.75 billion yuan in 2024, a nearly 50% year-on-year increase, and projected to exceed 11 billion yuan by 2025 [29][30] - Estee Lauder's recent launch of the "Rejuvenating Platinum Oil" and its collaboration with the classic "Rejuvenating Cream" introduces a new "oil-cream synergy" that aims to redefine high-end oil-based skincare standards [29][30] Market Growth - The facial serum oil segment is the main category, with sales expected to reach 6.04 billion yuan in 2024 and 8.79 billion yuan in 2025 [29] - The industry is challenged to move beyond single oil products and explore new possibilities in ingredient synergy, scenario expansion, and value expression [29] Product Innovation - The "Rejuvenating Platinum Oil" features a unique "three-phase oil extract" that mimics the structure of young skin's lipid membrane, utilizing a scientific 3:7 water-oil ratio for enhanced absorption and anti-aging effects [32][33] - Estee Lauder's proprietary ingredient "Colorin™" activates key longevity genes, promoting protein regeneration and enhancing cellular energy levels by up to 33% [33] Skincare Logic - The proposed "oil first, cream second" skincare logic creates a moisture-locking barrier that prevents nutrient loss while continuously releasing anti-aging ingredients, achieving a closed-loop effect of "penetration - repair - retention" [33] - This strategy targets core consumer groups aged 25-45, addressing both early and mature aging concerns through a comprehensive coverage approach [33] Brand Strategy - The launch event featured a "White Moonlight Star Matrix" with global skincare ambassador Zhu Yilong and renowned actresses, transforming a traditional beauty launch into an artistic event that enhances brand value and market presence [35] - The collaboration emphasizes a shared philosophy between the brand and its ambassadors, focusing on a slow yet powerful approach to beauty that resonates with high-end consumers [42] Future Outlook - Estee Lauder's approach demonstrates that understanding local needs, innovating experiential scenarios, and conveying deeper values are essential for leading the high-end market [42] - The "oil-cream synergy" strategy not only addresses the limitations of single oil products but also opens new growth avenues through ingredient collaboration and sensory innovation, positioning the brand strategically in the high-end market [42]