罚单频出仍不改口，珀莱雅、谷雨双11大卖“抗老”

Core Viewpoint - The article discusses the aggressive marketing strategies of beauty brands during the Double Eleven shopping festival, particularly focusing on the controversial use of "anti-aging" claims that are not officially recognized by regulatory authorities [5][6][9]. Group 1: Marketing Strategies - Beauty brands are heavily promoting "anti-aging" and "anti-initial aging" as key selling points during the Double Eleven sales event, aiming to capture consumer attention and spending [6][12]. - Brands like Proya and Pechoin are using bold claims in their marketing, such as "scientific anti-initial aging" and "significantly anti-aging, looking 10 years younger" [14][25]. - Despite regulatory warnings, many brands continue to push the boundaries of compliance, with some even providing contradictory information regarding their products' capabilities [18][20]. Group 2: Regulatory Environment - The National Medical Products Administration has not recognized "anti-aging" as a valid claim under the 26 categories of cosmetic efficacy, making such marketing a risky venture [8][30]. - Several brands have faced administrative penalties for misleading claims, indicating a growing scrutiny of cosmetic advertising practices [10][32]. - The current regulatory framework categorizes cosmetics into special and ordinary types, with "anti-aging" claims falling outside the recognized efficacy categories, leading to potential legal repercussions for brands [28][29]. Group 3: Consumer Demand and Brand Behavior - There is a strong consumer demand for "anti-aging" products, which drives brands to prioritize short-term sales over compliance with regulations [33]. - The perceived low cost of regulatory violations encourages brands to take risks, as the potential profits from appealing marketing often outweigh the penalties [34]. - The article suggests that a healthy market should prioritize consumer trust and ethical marketing practices, rather than exploiting consumer anxieties for profit [36].