胶原蛋白还在风口

Core Viewpoint - The controversy surrounding the product "可复美胶原棒" from 巨子生物 has raised significant concerns about the credibility of its ingredient claims, leading to a sharp decline in its stock price and market value [1][2]. Group 1: Company Response and Market Impact - 巨子生物's stock price dropped significantly after allegations of ingredient falsification were made, resulting in a market value loss equivalent to that of 贝泰妮 [1]. - The company issued multiple statements attempting to clarify the situation, but these efforts have not alleviated public skepticism regarding the reliability of its ingredient claims [1][21]. - Following the controversy, the management expressed confidence in maintaining their revenue guidance for 2025, despite acknowledging the need for brand repair and additional investments [21][25]. Group 2: Industry Trends and Consumer Behavior - The cosmetic industry has entered a "成分红利期," where companies leveraging key ingredient research can gain market advantages [4]. - There is a growing consumer interest in the origins and efficacy of cosmetic ingredients, leading to the emergence of a "成分党" group that prioritizes ingredient transparency over traditional marketing [5][8]. - The effectiveness of ingredient marketing is now under scrutiny, as consumers become more knowledgeable and critical of ingredient claims, potentially undermining the previous success of such marketing strategies [7][8]. Group 3: Historical Context and Crisis Management - Historical examples of brand crises illustrate the importance of timely and transparent responses to consumer concerns, with successful cases demonstrating effective damage control strategies [29][30]. - The response from 巨子生物 has been criticized for being vague, which has further damaged its reputation among consumers who expect more concrete actions regarding ingredient integrity and industry standards [30].