Core Viewpoint - The 2025 China International Import Expo (CIIE) saw a lower participation rate from leading beauty companies, reflecting a trend of market growth slowing down and companies opting for cost-saving measures while still seeking innovative product development and localized strategies [1][2]. Group 1: Product Innovation and Localization - New products are taking center stage, with a focus on localized customization being a key theme among multinational companies [2][4]. - Shiseido's medical beauty brand RQ PYOLOGY showcased a new project developed in collaboration with local institutions, emphasizing the importance of local partnerships in innovation [2][4]. - The introduction of a unique "skin rhythm" evaluation system by RQ PYOLOGY aims to provide precise skin condition analysis, highlighting a shift towards research-driven, localized product strategies [4][20]. Group 2: Mature Brand Strategy - Multinational companies are increasingly favoring the introduction of mature brands into the Chinese market as a pragmatic response to slowing growth, leveraging established supply chains and faster market entry [9][11]. - Shiseido's fragrance and beauty brand Serge Lutens made its debut at the expo, with plans for formal entry into the Chinese market next year [11][13]. - The professional skincare sector is also witnessing a wave of established brands entering the market, such as Amorepacific's Aestheline and L'Oréal's Dr.G, indicating a trend towards stability and reliability in brand offerings [11][13]. Group 3: Technological Innovation - Technology is redefining competitive boundaries, with brands like Kosé utilizing quantum computing to enhance product formulation efficiency [17][20]. - L'Oréal released a white paper on PDRN (Polydeoxyribonucleotide) applications in skincare, showcasing its potential in anti-aging and skin longevity [20][22]. - Chinese companies like Huaxi Bio are also responding to global anti-aging trends with systematic research on ECM (extracellular matrix) solutions, indicating a robust focus on scientific innovation [22][24]. Group 4: Market Trends and Consumer Focus - Beauty brands are shifting from aggressive marketing tactics to enhancing user experience, focusing on product efficacy and consumer needs [9][20]. - The emphasis on practical innovation reflects a broader industry consensus that growth is returning to a more rational and realistic trajectory, prioritizing verifiable product effectiveness over mere concepts [24].

Group 1 - The core viewpoint of the articles highlights Kao Group's participation in the 8th China International Import Expo, showcasing its commitment to innovation and local adaptation in the Chinese market [1] - Kao Group has established a VIC technology and quality exhibition area for the first time, demonstrating its quality system through tangible products and data, addressing user pain points with innovative solutions [1] - The exhibition features localized products such as upgraded cleansing oils and solutions targeting specific issues faced by Chinese consumers, indicating a strong focus on customization [1] Group 2 - Kao Group is extending its chemical technology into the agricultural sector, introducing products like flower preservation solutions that can extend the lifespan of cut flowers up to one month [2] - The company has developed soil conditioners that utilize surfactant technology to improve soil structure and address waterlogging issues in farmland [2] - The introduction of a specialized aerial application agent for drones significantly enhances the control of wheat scab disease, achieving a control rate of over 97% and increasing crop yield by more than 15% [2]