Group 1 - The core viewpoint of the article highlights the dual nature of celebrity endorsements in brand marketing, where they can drive sales but also pose significant risks to brand reputation [1] - The brand endorsement market is expected to grow in 2024, with 1,222 brands announcing endorsements, an 11% increase from the previous year [2] - Top-tier celebrities are commanding endorsement fees exceeding 10 million yuan, equivalent to the annual net profit of many small to medium-sized enterprises [2] Group 2 - The case of the brand Perlayah, which saw a significant increase in exposure and interaction after announcing a partnership with celebrity Yi Yang Qianxi, illustrates the potential for immediate sales impact through celebrity endorsements [2][4] - The gum category has shown a remarkable sales growth rate of 38.89% in 2024, indicating a strong market performance [5] - The top three brands in the gum market, Stride, Green Arrow, and Yida, have increased their market share from 88% in 2023 to 92% in 2024, with each brand's growth rate exceeding 20% [6] Group 3 - The endorsement of the youth group "Times Youth" by Stride led to a 23.6% increase in sales after the announcement, demonstrating the strong influence of celebrity endorsements on consumer purchasing decisions [8] - Stride's market share surged by 8.7 percentage points in April, significantly outperforming a competing brand that saw a decline [10] - The social media engagement from the youth demographic contributed 72% of Stride's brand voice, indicating a successful alignment with the target audience [12] Group 4 - The article discusses the trend of brands utilizing non-human endorsements, such as animals and self-created IPs, to mitigate risks associated with celebrity endorsements [15][30] - The use of virtual digital personas for brand endorsements is on the rise, with examples of successful collaborations with beauty brands [40] - Brands are increasingly adopting multi-dimensional endorsement strategies to diversify risk and maximize brand communication effectiveness [51]

Core Viewpoint - The public relations battle between Huaxi Biological and Juzhi Biological has led to a significant market value loss for Juzhi Biological, amounting to 17.4 billion yuan in just 10 days [4]. Group 1: Public Relations Battle - Huaxi Biological publicly criticized the capital market's behavior of favoring collagen while disparaging hyaluronic acid, directly naming Juzhi Biological and several brokerage firms [3][4]. - Juzhi Biological's market value dropped from 90.9 billion yuan to 73.5 billion yuan within 10 days, a decrease of 17.4 billion yuan [4]. - The negative publicity may impact consumer sentiment and Juzhi Biological's performance during the upcoming 618 promotional event [4]. Group 2: Controversial Testing Methods - The primary controversy revolves around the testing methods used to assess the collagen content in Juzhi Biological's products [5][6]. - A beauty blogger claimed that the actual collagen content in Juzhi Biological's product was only 0.0177%, significantly below the stated standard of ≥0.1% [9]. - Juzhi Biological defended its testing methods, stating that the blogger's approach lacked industry standards and that they were involved in formulating these standards [11]. Group 3: Timeline of Events - On May 17, Huaxi Biological published a critical article targeting Juzhi Biological and brokerage firms [18]. - Juzhi Biological did not respond initially, leading to perceptions of a "pillow fight" in the public relations battle [18]. - The timeline of events suggests a coordinated effort by the blogger to raise questions about Juzhi Biological's products, particularly before the 618 sales event [22][23]. Group 4: Industry Implications - The incident serves as a cautionary tale for other beauty and skincare brands regarding the importance of protecting their core assets, particularly product ingredients and their efficacy [33]. - Companies are urged to establish robust standards and testing methods to safeguard against potential public relations crises [34]. - The need for a credible third-party testing framework is emphasized, as the absence of such standards can lead to consumer distrust and brand damage [30].

Core Insights - Morgan Stanley reported that during the 618 promotional period from May 13 to 26, 2023, promotional efforts varied significantly among brands, with Proya leading in Tmall beauty and Caitang ranking first in Douyin makeup [1][5] Tmall Rankings - Proya maintained the top position in Tmall beauty rankings during the 618 event, with L'Oreal Paris and Estee Lauder following in the top three [2] - Comfy, a brand under Giant Bio, ranked 3rd on May 13, dropped to 9th on May 15, and fell to 12th from May 16 to 26 in Tmall beauty rankings [1][6] Douyin Rankings - In Douyin makeup, Caitang ranked first, while Comfy's performance fluctuated, indicating a preference for balancing sales growth and profit margins rather than pursuing high rankings [1][5] - High-end skincare brands showed increased focus on Douyin, with seven brands entering the top ten during the promotional period [5] Comfy Brand Insights - Comfy's initial high rankings during e-commerce shopping festivals tend to decline, a pattern observed in previous events like Double 11 [1][6] - The brand's strategy includes collaborating with less promotional-driven key opinion leaders (KOLs) and limiting supply on heavily discounted packages [6] - Recent consumer concerns regarding Comfy products on social media may impact consumer confidence, although the company is expected to address these issues with independent testing results [6] Market Outlook - Morgan Stanley estimates that the recent decline in Giant Bio's stock price to a forward P/E ratio of approximately 22x reflects the market's absorption of some earnings downside risks from consumer feedback [7] - Despite short-term uncertainties, Morgan Stanley maintains a buy rating and advises investors to build long-term positions during stock price weaknesses [7]

Core Viewpoint - The article discusses allegations of potential fraud regarding the collagen content in a product from Juzhibio, specifically questioning the accuracy of the ingredient labeling and the detection methods used to measure collagen levels [1][2]. Group 1: Allegations and Testing - A social media influencer raised concerns about the collagen content in Juzhibio's product, claiming that the detected amount of collagen was significantly lower than what was stated on the label [1][2]. - The influencer used high-precision HPLC amino acid quantification methods and reported that the detected collagen content was only 0.0177%, while the product label suggested that collagen should be present in amounts greater than 0.1% [2]. - The influencer highlighted that glycine, a key amino acid in collagen, was not detected in the sample, which contradicts established knowledge that glycine constitutes one-third of collagen's amino acid residues [2]. Group 2: Company Response - In response to the allegations, Juzhibio's brand, Kefu Mei, issued a statement asserting that multiple tests conducted in accordance with industry standards showed collagen content exceeding 0.1% [5][7]. - The company provided testing results from five samples taken on May 24, showing collagen levels of 0.27% to 0.28% [7]. - Kefu Mei criticized the influencer's testing methods as not being recognized by industry standards and claimed that the influencer did not request the original collagen raw materials for testing [9]. Group 3: Background and Financial Performance - Juzhibio, known as the "first stock of recombinant collagen," has rapidly grown to become the largest beauty and skincare company in Hong Kong by market capitalization, reaching HKD 82.1 billion as of May 23 [11]. - The company's revenue for 2024 was reported at CNY 5.539 billion, reflecting a year-on-year growth of 57.17%, while net profit reached CNY 2.062 billion, up 42.06% [14]. - The founders of Juzhibio recently became the richest individuals in Shaanxi province, with a combined stock value exceeding CNY 45 billion [13].

Core Viewpoint - The beauty blogger "Dr. Big Mouth" accused Giant Biological (02367.HK) of serious fraud regarding its Kefu Mei collagen essence, claiming that the actual content of recombinant collagen is only 0.0177% in the best-selling product, and that the key component "glycine" is missing [2][3][10]. Group 1: Accusations and Responses - The blogger questioned the legality of labeling recombinant collagen as a non-trace component when its actual content is below the regulatory threshold of 0.1% [3][10]. - Giant Biological issued a statement firmly denying the allegations, asserting that multiple tests showed collagen content greater than 0.1%, contradicting the blogger's claims [12][14]. - The company emphasized its adherence to scientific ethics and regulatory compliance, stating that all products are rigorously tested and verified [12][14]. Group 2: Product Composition Concerns - The blogger raised concerns about the absence of glycine in a product claiming to contain recombinant collagen, questioning the validity of calling it "recombinant collagen" [5][9]. - There were also questions about the marketing of a dipeptide molecule as "Mini small molecule collagen," suggesting potential misuse of scientific terminology [7]. Group 3: Market Performance and Investor Sentiment - Despite the controversies, Giant Biological has seen significant growth, reporting a revenue of 5.539 billion yuan in 2024, a year-on-year increase of 57.07%, and a net profit of 2.062 billion yuan, up 42.06% [22]. - The company has gained substantial attention from investors, with several funds heavily investing in its stock, indicating strong market confidence [24].

Core Viewpoint - The article discusses allegations against Juzhi Biotechnology regarding potential falsification of collagen content in their product, specifically the "Human-Like Recombinant Collagen" serum, following a social media post by a blogger who claims to have conducted tests revealing significantly lower collagen levels than stated on the product label [1][2]. Group 1: Allegations and Testing - A social media influencer conducted tests using high-precision HPLC methods and reported that the detected collagen content was only 0.0177%, which raises questions about the accuracy of the product's ingredient label [1][2]. - The blogger highlighted that the product's ingredient list includes "soluble collagen" as a primary component, which should be above 0.1% according to cosmetic labeling regulations, yet the test results suggest otherwise [2]. - The absence of glycine, a key amino acid in collagen, in the test results further supports the allegations of misrepresentation [2]. Group 2: Company Response - Juzhi Biotechnology's brand, Kefu Mei, issued a statement claiming that multiple tests conducted in accordance with industry standards showed collagen content exceeding 0.1%, with specific results of 0.27%, 0.27%, and 0.28% from samples taken on May 24 [5][8]. - The company criticized the blogger's testing methods as not being recognized by industry standards and stated that the blogger did not request the original collagen material for testing [9]. - Kefu Mei announced plans to engage multiple authoritative third-party testing agencies for further verification of their products [9]. Group 3: Background and Market Position - Juzhi Biotechnology, known for its brands Kefu Mei and Keli Jin, has become the largest beauty and skincare company in Hong Kong by market capitalization, reaching HKD 82.1 billion as of May 23 [13]. - The company reported a revenue of CNY 5.539 billion for 2024, reflecting a year-on-year growth of 57.17%, with a net profit of CNY 2.062 billion, up 42.06% [15]. - The founder of Juzhi Biotechnology recently became the richest person in Shaanxi province, with a stock value exceeding CNY 450 billion [15].

Core Viewpoint - The article discusses the evolution of the "medical-research co-creation" trend in the Chinese beauty market, highlighting how brands like La Roche-Posay are leveraging scientific research to differentiate themselves and achieve significant sales growth, particularly in the context of the brand's 50th anniversary [2][4]. Group 1: Brand Performance and Market Position - La Roche-Posay has achieved over €7 billion in sales, marking a significant milestone for L'Oréal's dermatological division, and has become the third-largest skincare brand globally and the most recommended by dermatologists [2][4]. - The brand's unique heritage, rooted in the therapeutic properties of its thermal spring water, has been a key factor in its success, with a history dating back to the 14th century [7][9]. - The brand has submitted 180 research papers and actively participates in global dermatology conferences, reinforcing its position as a leader in skincare science [12][19]. Group 2: Research and Development - La Roche-Posay has a strong commitment to scientific research, having pioneered several innovations in skincare, including the first sunscreen with anti-UVA properties in 1987 and the first microbiome research in 2011 [10][12]. - The brand collaborates with dermatologists and medical experts to develop products that address real skin issues, emphasizing a holistic approach to skincare that includes emotional and psychological aspects [13][14]. Group 3: Market Strategy in China - Since entering the Chinese market in 2001, La Roche-Posay has positioned itself as a pioneer in scientific skincare, rapidly becoming the third-largest market for the brand globally [15][24]. - The brand's sales in China are projected to exceed ¥2.3 billion in 2024, reflecting a 12% year-on-year growth, driven by high repurchase rates of key products [15][24]. - La Roche-Posay has established a robust "medical-research co-creation" system in China, resulting in significant product innovations tailored to local consumer needs [21][24]. Group 4: Social Responsibility and Community Engagement - The "Blue Ribbon" initiative launched in 2022 aims to support skin health for cancer patients, showcasing the brand's commitment to social responsibility and community engagement [26][27]. - La Roche-Posay actively participates in educational campaigns and collaborations with local medical institutions to raise awareness about skin health issues related to cancer treatment [26][27]. Group 5: Consumer Trends and Brand Positioning - The article highlights a shift in consumer behavior towards more informed and rational purchasing decisions, with an increasing focus on ingredient transparency and product efficacy [29][31]. - La Roche-Posay's branding emphasizes a consistent message of professionalism and care, resonating with consumers who prioritize both effectiveness and a human touch in skincare [28][31].

Core Insights - The article emphasizes the growing importance of "barrier repair" in the beauty industry, particularly in response to skin issues arising from modern lifestyles such as stress and lack of sleep [2][5][11] - The "Barrier Repair" market is experiencing significant growth, with a 58% year-on-year increase in product registrations in the first eight months of 2024, indicating a shift from niche concept to essential need [2][11] - The success of the "Skin Barrier Case Competition" initiated by the brand has established it as a benchmark for clinical research in the cosmetics industry, promoting a scientific approach to skincare [3][12] Market Trends - The report highlights that the number of registered repair products reached 4,159 in the first eight months of 2024, with a growth rate exceeding 177% in April 2024 alone [2][11] - The competition has attracted over 800 dermatology experts and has received more than 1,011 real application cases, covering over 20 types of skin issues [6][12] Brand Contributions - The brand has maintained double-digit growth for several years, driven by its focus on barrier repair and innovative research initiatives [3][11] - The introduction of dual tracks in the competition for both adults and children aims to address the unique needs of pediatric skin care, reflecting the brand's commitment to comprehensive skin health [8][19] Industry Impact - The competition has significantly influenced clinical research innovation, improved treatment standardization, and fostered collaboration across academia and industry [12][14] - The brand's approach to integrating treatment and skincare through the use of moisturizers as a fundamental part of therapy has been recognized as a pioneering model in the industry [14][19] Future Strategies - The brand plans to enhance its product offerings by launching five new personal care products by the end of 2024, focusing on diverse consumer needs [19][21] - The brand aims to expand its reach among younger consumers, particularly the Z generation, by emphasizing the efficacy and value of its products [24][25]

Core Viewpoint - The article highlights the conflict between Huaxi Biological and several brokerage firms that support Juzi Biological, criticizing the notion that sodium hyaluronate is outdated and emphasizing the ongoing relevance of hyaluronic acid in the beauty and medical aesthetics industry [1][3]. Company Performance - Huaxi Biological's market capitalization has significantly decreased from over 140 billion yuan in 2021 to approximately 25 billion yuan currently, while Juzi Biological's stock has surged nearly 70% in 2024, elevating its founders to the status of the richest individuals in Shaanxi [2]. - In 2024, Huaxi Biological reported its worst performance since going public, with annual revenue of 5.371 billion yuan, a decline of 11.6% year-on-year, and a net profit of 164 million yuan, down 72.27% [2]. - Juzi Biological, in contrast, has shown robust growth since 2019, with 2024 revenue reaching 5.539 billion yuan, a year-on-year increase of 57.17%, and a net profit of 2.062 billion yuan, up 42.06% [2]. Market Trends - The market is increasingly favoring the field of recombinant collagen due to its excellent biocompatibility and biodegradability, with projections indicating that the collagen-based skincare market may surpass that of hyaluronic acid by 2026, with a compound annual growth rate of 52.6% [3]. - Despite the rise of recombinant collagen, hyaluronic acid remains irreplaceable in the medical aesthetics sector, particularly in filling procedures, and Huaxi Biological continues to hold a competitive edge in this area [3]. Industry Dynamics - Several brokerage firms, including Huafu Securities and Debon Securities, have retracted their reports that were criticized by Huaxi Biological, indicating the contentious nature of the market's perception of recombinant collagen [4]. - The development of recombinant collagen is still in its early stages, with high raw material costs and insufficient research on its applications, suggesting that both hyaluronic acid and recombinant collagen may coexist in the market to meet diverse consumer needs [4].

悄悄地、悄悄地，一年声量比一年小的618大促已经来了好几天。 今年你参加了吗？ 5月13日晚上8点，李佳琦在直播间大喊"所有女生快冲"，正式拉开了今年618的帷幕。 从厂商们的赚钱密码跌落至无人在意，今年的618你几乎看不到任何大卖的新闻。另一边，"优惠力度还没有38大""越凑越没劲儿"的说法却遍地开花。 甚至有一个品牌，预售当晚还被叫做"新晋国货顶流"，在李佳琦直播间内，预售一小时后该品牌销量就升至第三，还登上了天猫美妆预售TOP20，前有娇 韵诗、OLAY，后有娇兰、资生堂。 却没想到，一夜之间就变成了"618最下头商家"。 "618最下头商家"，把女金主踢下牌桌 直播间"眼看他起高楼，眼看他楼塌了"的故事层出不穷，却没想今年的来得如此之快。 从"新晋国货顶流"跌落至"618最下头商家"的国货美妆品牌叫做同频，2024年9月才成立，而在2个月后，就拿到了天猫双11全周期的快消新商第一，旗下 大单品在去年的李佳琦双11大促中，同频次抛精华开卖即售罄，胶原面膜在修护品类中仅次于欧莱雅安瓶和理肤泉。 图源：小红书@慧主编来了 到了今年618大促，次抛精华和面膜在李佳琦直播间同样开卖后就"3秒售罄"，分别预售10 ...