开店超80家的穷鬼超市鼻祖，在革“贵妇美妆”的命

Core Viewpoint - The article discusses the emergence of supermarket beauty brands, particularly ALDI's Lacura, which offers high-quality skincare products at significantly lower prices compared to luxury brands, thus reshaping consumer purchasing behavior in the beauty industry [4][20]. Group 1: Product Launch and Market Response - Lacura's caviar essence series was launched in October 2025 and quickly gained popularity on social media, with related topics reaching over 10 million views [4]. - The pricing strategy of Lacura is a key factor in its success, with products priced between 14.9 yuan and 49.9 yuan, making them accessible compared to luxury brands like La Prairie, which charges nearly 5000 yuan for a single cream [5][6]. Group 2: Consumer Behavior and Market Dynamics - The shift in consumer perception is evident, as 74% of beauty consumers believe that there is no significant difference in effectiveness between affordable and high-end products, especially among younger demographics [12]. - Social media plays a crucial role in shaping consumer behavior, with users sharing reviews and experiences of affordable skincare products, leading to a perception that choosing high-cost alternatives is less rational [13]. Group 3: Retail Strategy and Competitive Advantage - Supermarket beauty brands like Lacura benefit from a different consumer psychology, where trust is placed in the retailer rather than the brand itself, leveraging the retailer's reputation for quality [14]. - The operational model of supermarket beauty brands allows for lower marketing and channel costs, enabling them to offer products at prices that traditional brands cannot match [18][19]. Group 4: Industry Transformation - The success of Lacura signifies a shift in the beauty market narrative, where the focus has moved from brand-driven stories to retailer-driven strategies, allowing products to be presented at prices that require minimal consumer deliberation [20][21].