Group 1 - Multiple cosmetic brands are using exaggerated marketing tactics, often referred to as "big words attract attention, small words disclaim" [2][3] - Products like Clarins' "Spring Water" claim to provide significant skin benefits, such as a 57% increase in moisture within one hour, but disclaimers indicate that results may vary based on individual use [2] - The marketing strategies have led to scrutiny and regulatory actions, such as a fine imposed on a brand for false advertising [3] Group 2 - The beauty market is increasingly adopting these marketing tactics to highlight product efficacy, but this often leads to exaggerated or false claims [4] - While these strategies may drive short-term sales and traffic, they pose long-term risks to brand reputation [4]

Core Viewpoint - The investigation by the China Consumer News reveals misleading marketing practices in the live-streaming sales of skincare products, particularly focusing on the exaggerated claims of efficacy and the discrepancies between product names and their official registration names [3][4][5]. Group 1: Product Claims and Marketing Practices - Products such as "弹簧水" (Spring Water) and "时光水" (Time Water) are marketed with grand claims, including "deep hydration" and "skin elasticity improvement," but the actual product names differ significantly from the promotional names [4][5]. - The promotional materials often feature large claims without clear sources, while the actual data is buried in small print, indicating that the results are based on limited sample sizes and subjective assessments [5][6]. - For instance, the "弹簧水" claims a 57% increase in skin moisture after one hour and a 4% improvement in skin texture after four weeks, but these results are based on tests with only 26 and 30 participants respectively [5]. Group 2: Regulatory Compliance and Misleading Information - The investigation found that some products, like those from 温博士 (Wenboshi), were marketed with false claims of having "national certification," which were actually just product registration documents [8][9]. - The Xiamen market supervision department identified violations of advertising regulations, leading to a fine of 5,000 yuan for misleading promotional practices [9]. - The industry is cautioned against making exaggerated claims, as ordinary cosmetics are not allowed to assert therapeutic effects, and such actions may lead to accusations of false advertising [9]. Group 3: Consumer Awareness and Recommendations - Consumers are advised to be vigilant about exaggerated claims and to verify product information through official channels, such as the National Medical Products Administration website or cosmetic regulatory apps [9]. - It is recommended that consumers understand their skin types and choose products accordingly, avoiding those with potentially irritating ingredients [9].