9月2日晚7点，杨紫身着薄荷绿刺绣长裙亮相直播间，镜头特写下近乎零毛孔的肌肤状态瞬间引爆热搜。但真正让直播间沸腾的，是品牌方祭出的"三重破 局"：前1000名下单者获赠定制云南非遗刺绣发带，满399元即抽杨紫亲笔签名照，更首度公开防脱技术实验室画面。这种"情感价值+实用价值"的双重刺 激，让养元青洗发水在1小时内售罄，连带品牌其他产品线销售额同比增长470%。 2025年9月2日凌晨，一条"杨紫直播前夜紧急调整福利方案"的爆料在粉丝圈炸开。这位手握《国色芳华》《锦绣芳华》等爆款剧的90后顶流，在经历MK 品牌代言风波后，首次以"国民闺女"形象切入日化赛道，而她代言的养元青洗护系列，正因云南白药技术背书和百元内的亲民价格，成为粉丝经济转型的 绝佳样本。 直播间弹幕呈现显著代际差异。00后粉丝刷屏"紫妹颜值开挂"，80后妈妈群体则反复询问"儿童能否使用""成分是否温和"。这种分化恰恰印证了市场调 研：明星代言的受众边界正在消融，理性消费浪潮下，产品力已成为跨越年龄层的通用语言。更耐人寻味的是，当杨紫现场演示"三秒吹干长发"实验时， 实时观看人数突破800万，创下日化品类直播新纪录。 事件的导火索源于上半年MK代言 ...

Core Insights - The beauty and personal care industry is undergoing a significant transformation as consumers become more ingredient-conscious and demand real data over brand narratives [1][3] - The "2025 China Good Formula Annual Awards" recognized the "Vitality Oil Control Volumizing Shampoo" from the young Guangdong brand, Shallow Fragrance, highlighting its innovative approach [1][4] Industry Trends - The Chinese fragrance market is projected to grow at a compound annual growth rate (CAGR) of approximately 21.78% from 2021 to 2025, with volumizing effects becoming a key demand among Gen Z consumers [3] - The emergence of professional awards aims to set scientific standards for evaluating product value, reflecting a shift towards data-driven consumer choices [1][4] Company Strategy - Shallow Fragrance has carved a niche in the volumizing hair care segment by developing a proprietary "B13 Amino Acid Formula System," which combines amino acid cleansing and nourishing ingredients with natural plant extracts [3][4] - The brand's marketing strategy focuses on local cultural elements, such as a promotional campaign offering live chickens with purchases, which resonates well with the Guangdong consumer base [7][9] Product Innovation - The award-winning shampoo features a patented oil control peptide with a sebum suppression rate of 38.57%, designed for sensitive scalps while maintaining a balance of moisture [4][6] - The product integrates fragrance with efficacy, marking a significant step in blending functional and aromatic qualities [6][9] Marketing and Consumer Engagement - Shallow Fragrance employs a localized marketing approach, emphasizing cultural identity and consumer connection, which enhances brand loyalty beyond functional benefits [9][13] - The brand targets younger consumers through relatable messaging and partnerships with popular retail channels like Miniso, aligning with the preferences of its demographic [11][13] Performance Metrics - In 2024, Shallow Fragrance sold over 100 million bottles, achieving top rankings on platforms like Douyin and entering the top 50 of national cosmetic brands [11][13] - The brand's success illustrates a balance between technical innovation and effective marketing, crucial for navigating a competitive landscape [12][13]

Core Insights - The beauty and personal care industry is undergoing a significant transformation as consumers become more ingredient-conscious and demand real data over brand narratives [1] - The "2025 China Good Formula Annual Awards" recognized the "Vitality Oil Control Volumizing Shampoo" from the young Guangdong brand, Shallow Fragrance, highlighting its innovative approach [1][4] Industry Trends - The Chinese fragrance market is projected to grow at a compound annual growth rate (CAGR) of approximately 21.78% from 2021 to 2025, with volumizing effects becoming a key demand among Gen Z consumers [4] - The emergence of professional awards like the "China Good Formula" aims to set scientific standards for evaluating product value, reflecting a shift towards data-driven consumer choices [1][4] Company Strategy - Shallow Fragrance has carved a niche in the "volumizing hair care" segment, leveraging a proprietary "B13 Amino Acid Formula System" that combines amino acid cleansing and nourishing ingredients with natural plant extracts [4][13] - The brand's marketing strategy focuses on local cultural elements, such as a promotional campaign offering live chickens with shampoo purchases, which resonates well with the Guangdong consumer base [7][9] Product Development - The award-winning shampoo features a unique amino acid volumizing system designed for sensitive scalps, incorporating ingredients like oat amino acids and patented oil control peptides with a suppression rate of 38.57% [4][6] - Shallow Fragrance's product line includes innovative offerings that blend efficacy with fragrance, appealing to modern consumer preferences [6][13] Market Positioning - The brand has achieved significant sales milestones, selling over 100 million bottles in 2024 and ranking 48th in the national cosmetics list, demonstrating its competitive edge in a challenging market [11] - Shallow Fragrance's localized marketing and product strategies have fostered strong brand loyalty among consumers, particularly in the Guangdong region [9][11] Future Challenges - As Shallow Fragrance continues to grow, it faces the challenge of balancing local identity with broader market expansion while maintaining competitive advantages in both efficacy and fragrance [11][13]