因战略调整，“十全大补面膜”菲洛嘉关店

Core Viewpoint - The skincare brand Filorga, known for its anti-aging products, is closing its flagship store in China due to strategic adjustments, marking a significant shift in its market presence after a period of rapid growth and popularity [2][3]. Group 1: Company Overview - Filorga was founded in 1978 by biologist Michel Tordjman and is recognized for its professional skincare products [2]. - The brand entered the Chinese market in 2015, with its star product, the "NCEF Mask," achieving remarkable sales growth, reportedly increasing by 26 times in the first three years and a 148% year-on-year sales increase in 2018 [2]. Group 2: Recent Developments - Filorga's flagship store will officially close on January 31, 2026, following the announcement of the cessation of its WeChat mini-program operations by December 31, 2025 [2]. - The brand had previously closed its overseas flagship store in 2023, citing similar reasons of strategic adjustment [2]. Group 3: Market Performance - Under Colgate's ownership since a €1.495 billion acquisition in 2017, Filorga experienced significant growth, with its online sales peaking during events like the 2020 Double 11 shopping festival [3]. - However, Colgate's personal care segment reported a 2.05% decline in net sales in the first half of 2025, with the Asia-Pacific market, including China, seeing a 2.13% drop to $1.378 billion [4]. Group 4: Industry Insights - Industry experts suggest that Filorga's struggles in the Chinese market reflect a broader trend of domestic brands gaining market share at the expense of international brands [4]. - The brand's mid-to-high-end positioning has been challenged by aggressive discounting strategies, which have diluted its brand value and consumer recognition [4]. - The rise of domestic brands, particularly in the oral care sector, has further complicated Colgate's market position in China, impacting Filorga's growth potential [4].