深度 | 2026的防晒大战，来得更早、更猛一些

Core Viewpoint - The sunscreen market for 2026 has already begun, with brands launching new products and marketing campaigns earlier than usual, indicating a shift towards year-round sales strategies [2][5][9]. Group 1: Market Trends - The sunscreen category is experiencing a "winter offensive," with brands like L'Oréal and Sekkisei launching core products ahead of schedule [5]. - The total number of sunscreen product registrations has reached 4,835 since 2021, with 704 new registrations in 2025, marking it as the most diverse year for sunscreen products [7]. - Sales data from major platforms shows that from January to November 2025, sunscreen sales reached 155 million units, generating a revenue of 1.4153 billion yuan, surpassing the total sales of 1.2045 billion yuan in 2024 [9]. Group 2: Pricing and Consumer Behavior - Sunscreen products priced below 100 yuan accounted for significant sales, with a total revenue of 558.8 million yuan, indicating a strong preference for cost-effective options [9][16]. - The market has seen a rise in ultra-low-priced sunscreen products, with some brands offering products as low as 7.6 yuan for 90mL, catering to cautious consumers [14][16]. - The trend towards smaller, lower-priced products allows consumers to experiment with different options at a lower cost, reflecting a shift in consumer behavior towards more selective purchasing [16]. Group 3: Brand Performance - Leading brands in the sunscreen category include Mistine, L'Oréal, and Anessa, with L'Oréal showing a remarkable growth of 47.94% in sales [10][11]. - The sales ranking for sunscreen brands has remained stable, with Mistine and L'Oréal maintaining their positions at the top [11]. - Brands are increasingly focusing on outdoor scenarios and specific marketing strategies to extend the sales cycle of sunscreen products throughout the year [5][13]. Group 4: Product Innovation - The market is witnessing a trend towards multifunctional products, with innovations such as whitening sunscreens and sunscreen makeup gaining traction [18][22]. - New technologies in sunscreen formulations are being developed, focusing on skin feel, film-forming properties, and environmental friendliness [25][27]. - Brands are integrating anti-aging and skin repair properties into their sunscreen products, reflecting a shift in research focus towards combating light-induced skin aging [20][22][23]. Group 5: Industry Standards and Research - Brands are taking an active role in setting industry standards, with initiatives like the "sunscreen easily washable" standard being established [31]. - The competition in sunscreen research is intensifying, with brands like Mistine utilizing AI models to enhance product development efficiency [35][37]. - The emphasis on scientific research and innovation is reshaping the sunscreen category, moving towards a more systematic and year-round approach to market strategies [29][38].