图源：欧莱雅集团官网 对此，欧莱雅集团专业美发产品部总裁Omar Hajeri表示："我们非常高兴地欢迎Color Wow 加入欧莱雅大家庭，此次收购将使我们在护发和造型类别中站 稳脚跟。我们相信Color Wow的巨大潜力，我们的目标是将Color Wow打造成全球强大品牌。" 据外媒VOGUE BUSINESS报道透露，Color Wow的崛起和被收购反映了美容领域的更广泛变化，同时也说明了消费者对功效和成分透明度的需求正在重 塑，尤其是头发和身体护理类别。 又收购一高端品牌 据欧莱雅集团官方报道称，Color Wow由Gail Federici于2013年创立，是全球发展最快、最具创新性的专业护发品牌之一。截至目前，Color Wow拥有130多 个美容奖项，有包括"XL Bombshell Volumizer"和"Dream Coat"的明星产品。同时，该品牌实行全渠道营销，目前已经在沙龙、选择性分销和电子商务平台 中销售。 欧莱雅集团的买买买模式仍在继续。 此前，欧莱雅集团在6月9日完成了对Medik8的收购，时隔二十一天又一品牌被其收入麾下。 6月30日，据欧莱雅集团官方新闻报道，已签署协议收购护 ...

Core Viewpoint - In 2024, Proya achieved a revenue of 10.778 billion yuan, becoming the first beauty company in China to enter the "100 billion club" [1] Group 1: Company Performance - Proya's new general manager, Hou Yameng, has set a strategic goal to enter the top ten global cosmetics companies within ten years [2] - From 2017 to 2024, Proya's revenue grew from 1.783 billion yuan to 10.778 billion yuan, with a compound annual growth rate (CAGR) of 29.31% [5] - However, Proya's growth rate has shown signs of slowing down, with revenue growth rates dropping from 39.45% in 2023 to 21.04% in 2024 [5][6] Group 2: Market Challenges - The slowdown in growth is attributed to the overall decline in the beauty industry and the saturation of core brands [6] - Proya's main brand accounted for nearly 80% of total revenue in 2024, but its growth rate decreased significantly, from 36.36% in 2023 to 19.55% in 2024 [7] - The brand "Caitang," acquired in 2019, only contributed about 10% to total revenue in 2024, with its growth rate plummeting from 132.04% to 19.04% [8] Group 3: Competitive Landscape - Global leaders like L'Oréal and Estée Lauder have extensive brand portfolios that contribute to their high revenue, making it challenging for Proya to compete [9][10] - Proya's reliance on a single brand and the inability to effectively develop sub-brands hinder its growth potential [11] Group 4: Financial Strategy - Proya's online revenue share increased from 36.06% in 2017 to 95.06% in 2024, indicating a shift towards an online sales model [12] - The company's sales expenses grew significantly, from 636 million yuan in 2018 to 5.161 billion yuan in 2024, with a CAGR of 34.86% [13] - In 2024, Proya's sales expense ratio reached a historical high of 47.88%, reflecting the challenges in maintaining growth [14] Group 5: R&D and Brand Perception - Proya's R&D investment remains low compared to its sales expenses, with R&D expenses only 1.95% of total revenue in 2024 [15][16] - The company's heavy reliance on marketing has led to inconsistent brand reputation, with consumer complaints about product quality and pricing strategies [18] Group 6: Management Changes - Proya has experienced significant management turnover, including the resignation of key executives, which raises concerns about stability [20][21] - The appointment of new R&D leaders with backgrounds in international beauty giants indicates a strategic shift towards enhancing innovation [23]

中国美妆产业的周期起伏，影响着从业者的重心、打法迁移。 相比较GMV、流量的排名，头部企业普遍更看重消费者触达的人数。当中包括高潜力细分人群的开挖，也包括核心用 户净推荐值的提升。 在柜员们感慨任务繁重、线下渠道"微微失落"的氛围里，线上线下融合的趋势却更加坚决。无论是从线上起家的品牌 加速渗透线下网点，还是成熟品牌期望线下从销售网点（POS）向体验网点（POE）转型，不同渠道承担的拉新、体 验任务，创造的工作岗位价值都被认可。 集团化运营，跨品类、跨价格带操盘，是外资和国货美妆头部品牌共同穿越产业波动的共识 据其透露，兰蔻小黑瓶系列有20%的客人为男性，理肤泉也有非常多忠实的男性用户粉丝。碧欧泉在今年8月还将上市 一款玻色因男士面霜。 高潜力人群锁定后的触达通道，同样变幻莫测。从老百货到shopping mall，从货架电商到兴趣电商，"过去十年可以说 是美妆渠道风起云涌的十年。"马晓宇直言，走到今天，大家应该都意识到，线上线下每个渠道都有自己的角色。线 上对新客交互、深度分销有不可磨灭的作用。"线上已帮助我们渗透到中国2200个城市里。如果线下渠道想下沉到这 样的程度，可能还需要很长时间。所以线上的拉新渗 ...