Core Viewpoint - The beauty live-streaming industry is undergoing a significant trust crisis, with issues related to product quality and exaggerated claims becoming increasingly prominent, leading to a need for rebuilding consumer trust [5][20][21] Group 1: Industry Challenges - Recent controversies involving beauty influencers, such as Huamei pausing beauty content updates and Zhu Guagua facing backlash over product quality, highlight the industry's struggles [3][5] - The beauty live-streaming sector is entering a deep adjustment period, marked by a decline in consumer trust and increasing scrutiny over product claims [5][20] - Zhu Guagua's promotion of Maystar shampoo has led to numerous consumer complaints regarding its effectiveness, with users reporting issues like scalp irritation and oiliness [7][9] Group 2: Consumer Concerns - Consumers have raised two main concerns: the poor quality of products and the potential exaggeration of product efficacy claims, revealing flaws in the influencer's product selection process [10][11] - There is a growing skepticism towards influencers' narratives, particularly when discrepancies arise between their claims and the actual product information [10][11] - The backlash against Zhu Guagua's promotional tactics reflects a broader consumer fatigue with scripted and exaggerated marketing strategies [12][20] Group 3: Market Dynamics - The beauty live-streaming market has seen a significant increase in scale, growing from 19.64 billion to 491.68 billion from 2017 to 2023, but the growth rate has slowed to 8.31% last year [18] - The competitive landscape is shifting, with major brands like Han Shu and Estée Lauder increasing their self-broadcasting efforts, thereby squeezing the space for individual influencers [14][22] - New influencers continue to emerge, indicating opportunities for differentiation in a crowded market, but many struggle to maintain consistent rankings in sales [13][14] Group 4: Future Trends - The industry is moving towards a phase where professional expertise and transparent communication will be more valued than emotional manipulation and scripted narratives [21][22] - Innovative approaches, such as emphasizing scientific skincare and transparent pricing, are being adopted to enhance consumer trust and engagement [22][23] - The need for a more rigorous and systematic product selection process, along with clear communication of product efficacy, is becoming essential for influencers to maintain credibility [23]