美妆行业 周度市场观察 行业环境 头部品牌动态 投资运营 产品技术 营销活动 2025/11.10-11.16 第 47 周 涨价 VS 降价，美妆零售业的冰火两重天； 2025抗老黑科技：从耐受到重建，再到"长寿护肤"； 彩妆柜台，正在悄悄决定商场的朋友圈。 行业环境： 1. 涨价 VS 降价，美妆零售业的冰火两重天 关键词：美妆行业,定价策略,涨价策略,降价策略,消费者信心 01 行业趋势 Industry Trends 本周看点： 概要：美妆行业因关税问题面临成本压力，品牌采取不同定价策略应对市场变化。部分品牌如 Elf Beauty选择透明化提价，强调供应链优化和全球扩张；而消费者在高端渠道内更关注性价比， 香水品类则偏好高端产品。另一部分品牌如BeautyStat通过降价提升销量，但高端品牌需谨慎 以免损害形象。同时，品牌收缩产品线并加强与电商平台合作，如亚马逊和TikTok Shop，以 触达价格敏感消费者。DTC品牌转向个性化促销，依托CRM系统精准营销。产品创新成为关键， 通过规格调整、功能升级和多元化包装提升竞争力，避免过度促销稀释品牌价值。 原文链接：https://www.c2cc.cn ...

Group 1: Market Trends - The beauty retail industry is experiencing a dichotomy between price increases and decreases, with brands adopting different pricing strategies to cope with cost pressures from tariffs and market changes [3] - Some brands, like Elf Beauty, are opting for transparent price increases while others, such as BeautyStat, are lowering prices to boost sales, particularly in high-end channels where consumers are more price-sensitive [3] - The market for anti-aging skincare is projected to reach 85 billion yuan by 2025, growing at 11%, with a shift towards systematic scientific management and consumer preference for long-term efficacy [4] Group 2: Consumer Behavior - Color cosmetics are becoming a key driver for attracting younger consumers in shopping malls, with a focus on emotional expression and social attributes, particularly among women aged 18-35 [5] - The trend of "experiential marketing" is evident, as consumers engage in try-on experiences that create a loop of offline experience leading to online sharing [5] - The demand for high-efficacy products is rising, with live-streaming platforms like Douyin playing a significant role in driving sales, particularly for domestic brands [9] Group 3: Brand Performance - Domestic brands are showing strong performance during promotional events, with Pechoin entering the top 4 on Douyin and domestic brands dominating the top 10 in the beauty category [6][8] - The beauty industry is facing challenges, with many brands experiencing revenue declines, while Marubi Biotech reported a 25.51% increase in revenue, attributed to its focus on R&D and a strong product strategy [14] - Natural Hall, a veteran domestic brand, is struggling with growth, facing challenges such as over-reliance on its main brand and high marketing costs, which are squeezing profits [15] Group 4: Innovation and Technology - La Roche-Posay has introduced a new supermolecular technology in its skincare products, emphasizing scientific innovation and skin health [10][11] - The emergence of new skincare brands focusing on light medical beauty and anti-aging solutions reflects a broader trend towards personalized and scientifically-backed skincare [12] - The industry is witnessing a shift towards age-appropriate skincare, with brands advocating for simpler, more effective routines for children, amidst concerns over the commercialization of children's skincare products [13]

Core Viewpoint - The company Furuida (600223) emphasizes its commitment to consumer needs and strong research capabilities in developing high-quality domestic cosmetics, particularly highlighting its product "Aier Doctor Flash Charge Lotion" which focuses on anti-aging properties [1] Group 1: Product Features - The "Aier Doctor Flash Charge Lotion" is designed with a focus on "flash charge" anti-aging, incorporating brown algae extract to regulate skin micro-ecology and inhibit aging bacteria [1] Group 2: Company Strategy - The company continues to prioritize consumer demand as a guiding principle in its product development [1] - Furuida aims to create cosmetics that instill national pride among consumers [1]

Core Viewpoint - The PDRN anti-aging market is rapidly gaining traction, with major beauty brands like L'Oréal launching products centered around PDRN, indicating a significant shift in the skincare industry towards this ingredient [3][5][7]. Market Dynamics - L'Oréal's recent release of the "PDRN Skincare Application: Technology and Innovation White Paper (2025)" marks a strategic move to establish authority in the PDRN space, a rare occurrence for the company [5][13]. - The global PDRN market is projected to grow from approximately 180 million in 2023 to 3 billion by 2030, with a compound annual growth rate (CAGR) of 43% from 2024 to 2030, showcasing strong growth potential [7][10]. - PDRN is anticipated to become a benchmark skincare ingredient, similar to hyaluronic acid and collagen, due to its robust biological activity and high development ceiling [7][10]. Competitive Landscape - Numerous brands are entering the PDRN market, including domestic brands like Zhenmei and Huaxi Biology, as well as Unilever's AHC brand, which is targeting the medical beauty segment with new product launches [5][10][25]. - Zhenmei has established a first-mover advantage in the topical PDRN segment, utilizing proprietary technology to enhance skin penetration [17][19]. - Unilever's AHC brand has successfully launched products like the "B5 Star Mask," leveraging consumer demand for "water-light skin" effects while maintaining a strong medical beauty positioning [23][25]. Scientific and Technical Considerations - PDRN's entry into traditional beauty products is facilitated by its established efficacy and safety in the medical beauty sector, reducing the need for extensive consumer education [10][11]. - However, the scientific evidence supporting PDRN's efficacy in traditional skincare remains insufficient, necessitating further research to build consumer trust [14][15][16]. - The lack of standardized quality for PDRN raw materials poses challenges, as variations in source, preparation methods, and molecular weight can affect efficacy [15][31]. Future Outlook - The PDRN market is entering a phase of intensified competition, with brands focusing on research and development to establish technological barriers and enhance product efficacy [29][30]. - Companies are exploring diverse sources of PDRN, including plant and microbial origins, to differentiate their offerings and improve product stability [30][31]. - The potential applications of PDRN extend beyond facial care to include scalp health and eye care, indicating a broadening of its market scope [33].

Core Viewpoint - The competition in anti-aging ingredients has evolved from mere concentration comparisons to a comprehensive battle focusing on targeting, safety, and mechanisms of action. The newly launched "human-like exosome HME" by Gu Yu has garnered attention for its unique cellular gene-level anti-aging mechanism, raising questions about its advantages over traditional ingredients like Bosen and A-Retinol [1][15]. Group 1: Mechanism Comparison - Human-like exosome HME represents a breakthrough in anti-aging ingredients, utilizing proprietary artificial exosome technology to simulate natural human exosomes, which are crucial for cellular communication [1]. - Bosen acts as a conservative anti-aging ingredient, stimulating glycosaminoglycan synthesis and enhancing the extracellular matrix in the dermis [3]. - A-Retinol, a derivative of Vitamin A, promotes skin renewal and collagen synthesis but is known for its strong irritation potential [5]. Group 2: Safety Comparison - Human-like exosome HME ensures safety by eliminating risk factors through high-precision engineering technology, complying with cosmetic ingredient regulations [6][7]. - Bosen may increase skin sensitivity and lead to adverse reactions such as redness and itching with prolonged use [8]. - A-Retinol poses significant safety risks, including skin irritation and phototoxicity, especially at higher concentrations [9]. Group 3: Efficacy and Innovation - Human-like exosome HME is backed by Gu Yu's comprehensive R&D capabilities, including advanced facilities and AI technology to optimize ingredient analysis and formulation [10]. - Bosen's efficacy is concentration-dependent, with noticeable effects typically requiring a minimum of 3% concentration [11][12]. - A-Retinol requires careful usage and gradual acclimatization due to its potential side effects, particularly in certain demographics [13][14]. Group 4: Choosing the Right Anti-Aging Ingredient - Human-like exosome HME is positioned as the future of anti-aging skincare, suitable for consumers seeking effective and safe solutions [15]. - Bosen is recommended for those with mild anti-aging needs, particularly for dry skin types [16]. - A-Retinol is ideal for consumers with resilient skin looking for rapid results, but caution is advised regarding its use [16].

Core Insights - Gu Yu Biotechnology Group has developed a proprietary anti-aging ingredient, "Human-like Extracellular Vesicle HME," addressing the challenge of applying human-derived exosomes in cosmetics [1][2] - The new ingredient is a significant innovation in the industry, enhancing Gu Yu's portfolio alongside existing key ingredients like Aurora Licorice and Rare Ginseng Saponin CK [1][2] Industry Context - Exosomes have become a focal point for major international cosmetic brands due to their proven anti-aging, antioxidant, and repair properties [2] - The aging process is linked to the inability of the body to maintain normal cell renewal and homeostasis, which is closely regulated by intercellular communication involving exosomes [2] Technological Breakthrough - The Human-like Extracellular Vesicle HME is synthesized using biomimetic methods, accurately simulating the structure of exosomes to encapsulate and deliver key active components like miRNA and siRNA [3] - Gu Yu's research has overcome traditional challenges associated with stem cell-derived exosomes, such as aging, mutation, and contamination risks [3] Scientific Validation - The exploration of exosomes has led to significant theoretical breakthroughs, including four Nobel Prizes in the last 20 years, validating their role as effective signaling molecules [4] AI Integration - Gu Yu leverages AI technology to accelerate the analysis and selection of high-activity target genes from thousands of candidates, ensuring the efficacy of the new ingredient [5][6] - The company has achieved stable and scalable production of the Human-like Extracellular Vesicle HME, ensuring consistency across batches [6] Competitive Advantage - Gu Yu's founder defines the Human-like Extracellular Vesicle HME as a groundbreaking "cell gene-level anti-aging" ingredient, positioning it as a leading solution in the next generation of anti-aging skincare [7] - The company has established a comprehensive self-research model, controlling the entire supply chain from raw material development to production [7][8] Future Outlook - With the introduction of the Human-like Extracellular Vesicle HME, Gu Yu has launched three core self-developed ingredients within its first decade, creating a competitive barrier that is difficult for others to replicate [9] - The company plans to invest 2 billion yuan in research and development over the next decade, reflecting its commitment to scientific innovation and market differentiation [9]