Core Viewpoint - The article highlights the impressive performance of THE WHOO, a high-end skincare brand, during the 2025 618 sales event, showcasing its market leadership and strategic initiatives that contribute to its growth in the competitive beauty industry [2][36]. Sales Performance - The total online sales for skincare reached 43.2 billion yuan during the 618 event, a year-on-year increase of 65.52% from 26.1 billion yuan in 2024. The fragrance and makeup category generated 14.3 billion yuan, up 57.14% from 9.1 billion yuan, leading to a combined growth of 63.35% [2][3]. - THE WHOO achieved a GMV of 3.94 billion yuan, ranking 9th among beauty brands on Douyin during the 618 period [4][10]. - On Kuaishou, THE WHOO ranked 3rd in skincare sales during the same period, maintaining its position among the top high-end skincare brands [6][10]. Brand Strategy - THE WHOO's success is attributed to its four strategic pillars: cultural marketing, technological empowerment, celebrity endorsements, and immersive offline experiences [12][36]. - Cultural marketing efforts include collaborations with traditional Chinese art forms, such as Dunhuang murals and Peking opera, enhancing the brand's cultural resonance and emotional connection with consumers [12][14][16]. - Technological advancements are evident in the launch of the weather-dan PRO series, which incorporates innovative ingredients aimed at addressing modern skincare concerns [17][19]. - The brand has optimized its celebrity endorsement strategy, featuring well-known figures like Li Xian and Kim Ji-won to broaden its appeal across different demographics [20][23]. Market Trends - The high-end beauty market in China has experienced a compound annual growth rate decline of 3% from 2021 to 2024, with a market size reduction from 257.8 billion yuan to 236.4 billion yuan [27][30]. - THE WHOO's approach to maintaining its market position involves a focus on scientific research and understanding consumer needs, particularly in the context of anti-aging trends [35][36]. Conclusion - THE WHOO's strong performance during the 618 sales event and its strategic initiatives reflect its commitment to leading the high-end skincare market in China. The brand's ability to adapt to market changes and consumer preferences positions it as a benchmark for international beauty brands [36].