L'Oreal(US:LRLCY) 3 6 Ke·2026-01-08 08:33Core Insights - The sunscreen market for 2026 has already begun, with brands launching new products and marketing campaigns earlier than usual due to the late Lunar New Year holiday and the upcoming beauty consumption wave around International Women's Day [1][3] - Concerns arise over a potential price war in the sunscreen market, as many products are priced below 30 yuan, leading to questions about the sustainability of innovation trends such as multifunctional products and seasonal marketing strategies [1][3] Market Trends - Major brands like L'Oréal and Sekkisei have already iterated their core sunscreen products, initiating a "winter offensive" marketing strategy to extend the sales cycle throughout the year [3] - The total number of sunscreen product registrations has reached 4,835 since 2021, with 704 new registrations in 2025, indicating a rich product variety in the market [5] Sales Performance - From January to November 2025, sunscreen products sold 155 million units, generating sales of 14.153 billion yuan, surpassing the total sales of 12.045 billion yuan for the entire year of 2024 [7] - Sales growth in different price segments shows that products priced below 100 yuan generated 5.588 billion yuan, while those priced between 100-200 yuan and above 200 yuan saw growth rates of 20.44%, 15.27%, and 16.02% respectively [7][8] Brand Dynamics - The sales ranking for sunscreen brands remains stable, with Mistine, L'Oréal, and Anessa leading the market. L'Oréal experienced a significant growth of 47.94% during this period [8] - New product launches are increasingly focused on mainstream sunscreen creams, with outdoor-focused products performing well [12] Consumer Behavior - The rise of ultra-low-priced sunscreen products reflects a cautious consumer spending trend, allowing for more choices and lower trial costs for consumers [18] - The market is witnessing a shift towards smaller, lower-priced products that cater to specific consumer needs and preferences [18] Innovation and Technology - The sunscreen industry is seeing advancements in research and development, with a focus on anti-aging and light damage protection becoming central themes [19][23] - Brands are increasingly integrating skincare benefits into sunscreen products, with many new launches featuring dual certifications for whitening and sun protection [20][23] Industry Standards and Certification - Brands are actively participating in the establishment of industry standards, with initiatives like the "first" and "only" certifications becoming competitive advantages [30][31] - The introduction of AI-driven models for product development, such as Mistine's SCOPE-DTI model, marks a significant shift in the research landscape, enhancing the efficiency of product development in the sunscreen category [34][32]