近日，云南白药微信公众号发文，官宣推出采之汲"南诏花影"系列红花口红。 一方面美妆市场竞争激烈，不仅品牌数量众多而且不乏知名品牌，很多都建立在科研、技术等实力支撑之上；另一方面云南白药推出采之汲的时间并不算很 短，但是现在依旧处于不温不火的状态，可能也在一定程度上反映美妆市场没有那么好做。 当下药企"跨界"并不少见，只是需要注意的是，药品和美妆无论在产品打造、渠道布局还是营销逻辑上都存在显著区别。对于云南白药来说，要抢占美妆市 场份额、做大美妆业务仍然存在很多挑战。 2011年，云南白药就推出了药植光损修护品牌采之汲，此品牌曾推出过面膜、精华水、医用辅料等产品。 不过从云南白药2025年上半年业绩报告来看，云南白药提到自身以药品、健康品、中药资源、云南省医药公司四大事业群为生产经营核心，并未对采之汲品 牌以及护肤业务明确提及，或许也反映了这一业务对营收的贡献仍不明显。 虽然云南白药具备一定的品牌知名度，同时凭借在药品领域的专业优势能够为产品提供背书，但是就当下的美妆市场而言，这些优势能否转化为销量仍然需 要市场的检验。 提起云南白药，可能大多数人最先想到的是气雾剂、创可贴、牙膏等产品，其实云南白药早已涉足美妆 ...

Core Viewpoint - The article discusses the rapid growth of the pharmaceutical company Baiyunshan in the beauty industry, highlighting its significant online sales increase and the challenges associated with its private label strategy [5][30]. Group 1: Sales Performance - Baiyunshan's online sales in the beauty sector surged, achieving a total transaction volume of 21.29 billion yuan in 2024, a year-on-year increase of 393.95% [5][7]. - In the first two months of 2025, Baiyunshan's sales reached 4.16 billion yuan, marking a 66.61% increase compared to the same period in 2024 [8][12]. - The brand ranked 20th among online beauty brands in early 2025, outperforming many established domestic and international brands [5][9]. Group 2: Product Popularity - Baiyunshan's top-selling products include eye essence oil, azelaic acid cleansing mud sticks, and anti-dandruff shampoo, with the eye essence oil alone generating over 100 million yuan in sales on Douyin [12][21]. - The products are marketed at competitive prices, typically around 50 yuan, appealing to consumers seeking value [12][21]. Group 3: Marketing Strategy - Baiyunshan leverages its pharmaceutical background to build consumer trust, emphasizing its status as a "World Top 500" company and "Chinese Time-honored Brand" [17][19]. - The marketing strategy combines effective online presence with a focus on product efficacy, addressing consumer concerns about performance and affordability [19][21]. Group 4: Industry Challenges - The article notes that while Baiyunshan's rapid growth is notable, the reliance on private label production raises concerns about product quality and consumer trust [23][30]. - Other pharmaceutical companies like Renhe and Tongrentang have experienced significant declines in beauty product sales, indicating potential pitfalls in the private label strategy [28][29].