Core Viewpoint - The article discusses the rise of "non-standard" marketing strategies that challenge traditional beauty standards and consumer expectations, particularly in the context of female representation in branding and advertising [7][20]. Group 1: Non-Standard Marketing - "Non-standard" marketing effectively addresses unmet deep-seated consumer needs by proposing unique value propositions that resonate with loyal users [7][8]. - Brands are increasingly moving away from mere product selling to focus on cultural and social issues, particularly those related to women's empowerment and breaking stereotypes [8][10]. Group 2: Case Studies - The skincare brand PMPM launched the "偏偏女孩在闪烁" initiative, showcasing diverse women's stories to challenge conventional definitions of femininity and success [9][10]. - Jissbon, a sexual health brand, has successfully targeted female consumers by focusing on their health needs and desires, breaking away from male-centric marketing [11]. - Muji's use of male models in domestic settings has resonated with consumers, promoting a more inclusive view of gender roles in household responsibilities [11]. Group 3: Challenges and Missteps - Brands must avoid the pitfall of "self-indulgent" marketing that fails to resonate with consumers, as seen in the case of SK-II's campaign that was criticized for being inauthentic [14][15]. - Misunderstanding consumer needs can lead to backlash, as demonstrated by ABC's poorly received product innovation that ignored the core requirements of its target audience [15][17]. Group 4: Strategies for Success - Successful "non-standard" marketing requires a deep understanding of consumer pain points and the ability to articulate these through relatable narratives [21][22]. - Brands should focus on authentic storytelling that features ordinary individuals, allowing consumers to see themselves reflected in the brand's message [22][23]. - Engaging consumers in the narrative can foster a sense of community and shared values, enhancing brand loyalty [22][23].

Investment Rating - The report provides a positive investment rating for the beauty and personal care industry, highlighting significant growth potential in various segments [1]. Core Insights - The beauty and personal care industry is experiencing a surge in user engagement, particularly in makeup and fragrance categories, driven by trends such as emotional healing and cultural collaborations [3][8]. - The report emphasizes the importance of understanding consumer trends, such as the rise of mini makeup products and the integration of fragrance into personal care routines, which are reshaping market dynamics [10][90]. User Trends - Trend 01: The rise of "mini makeup" products, with searches for mini makeup increasing by 145% year-on-year, indicating a shift towards portable beauty solutions [15][17]. - Trend 02: The "island makeup" trend reflects a desire for quick, effective beauty solutions that cater to the vacation mindset, with related searches up by 350% [38][44]. - Trend 03: The "no foundation makeup" trend is gaining traction, with a 262% increase in searches, as consumers seek lightweight, breathable products for warmer months [76][78]. Fragrance Trends - Trend 01: The focus on "energy fragrances" is growing, with a 165% increase in related searches, as consumers seek scents that resonate with their emotional states [92][94]. - Trend 02: The "memory fragrance" trend utilizes scents to evoke memories, with significant engagement on platforms like Xiaohongshu, indicating a strong consumer interest in personalized fragrance experiences [100][102]. - Trend 03: The trend of "DIY fragrances" is emerging, with a 52% increase in searches for DIY scent combinations, reflecting a growing consumer interest in personalized fragrance solutions [180][182]. Category Trends - The report identifies a significant expansion in the women's hygiene products sector, with trends such as "therapeutic sleepwear" and "private care" gaining traction due to increased consumer awareness and demand [188][194]. - The "absorbent pads" trend highlights a growing need for incontinence products, with a staggering 813% increase in related searches, indicating a previously underserved market [217][223]. - The "facial cleansing wipes" trend is also on the rise, with a focus on convenience and user experience, particularly for travel and outdoor activities, as evidenced by a 134% increase in related discussions [238][250].

许方燕告诉记者，视频发布后，她获得了很多关注与支持，已有几家卫生巾品牌与她联系，表示将寄送现有产品给她，希望她提出改进意见。 全文1756字，阅读约需5分钟 新京报记者 徐鸣 编辑 彭冲 校对 张彦君 市面上是否有专门针对残障女性的卫生巾？ 新京报记者查询发现，目前仅有三家卫生巾商家推出针对视障群体的盲文包装卫生巾，其产品和普通卫生巾一样，只是在包装上有关于产品长度的盲文标 识。其中一名商家表示，盲文卫生巾不对外出售，仅定期定批赠送给需要的人。另一商家则采取公益行动的方式——消费者每购买一包普通卫生巾，商家 即捐赠一包盲文卫生巾，让视障群体使用到这类产品。 而针对上肢残障人士，新京报记者在电商平台上咨询了十家市面上常见品牌卫生巾商家，对方均表示暂时没有此类产品。 近日，28岁的无手女孩许方燕在微博发布"没有双手的女孩如何更换卫生巾"视频，通过亲身演示让残障女性的不便和需求"被看见"，引发了广泛关注和讨 论。4月23日，新京报记者了解到，一家卫生巾品牌厂家在和许方燕沟通后，决定对卫生巾包装进行改进，目前已完成初步样品，预计在5月份投入量产。 99%的生理用品为标准身体服务 许方燕来自四川省甘孜州，7岁时因受伤导 ...

讨论集中在一个看似日常却被长期忽略的问题上： 残障女性，尤其是上肢残障女性，如何更方 便地使用卫生巾？ 全文3456字，阅读约需3分钟 新京报记者 徐鸣 编辑 彭冲 校对 薛京宁 一位双手肘关节以下截肢的女孩蹲在地上，将卫生巾放在膝盖处，试图用双臂撕开卫生巾包装，多次尝 试无果后，她用嘴将粘贴式开口撕开，用双臂夹出卫生巾。近日，28岁的无手女孩许方燕在微博上发布 了这条"没有双手的女孩如何更换卫生巾"视频，呼吁卫生巾商家能推出对残障女性更友好的产品，引发 了广泛关注和讨论。 讨论集中在一个看似日常却被长期忽略的问题上：残障女性，尤其是上肢残障女性，如何更方便地使用 卫生巾？ ▲许方燕的艺 术照。受访者供图 以下是新京报记者和许方燕的对话： ━━━━━ 让更多人了解残障女性更换卫生巾的不便 许方燕： 首先是包装难以开启；再就是卫生巾后端会粘在一起，健全人也可能会遇到这个问题。不 过，她们可以用手将它捋平，但对我来说很困难。 一开始我练习更换卫生巾时，可能需要10到20分钟的时间，有时候也会贴不牢或贴歪。更换过程过长， 血有时候会滴到衣服上，我就非常崩溃，尤其是外出的时候，会更尴尬和无助，有次我自己躲在卫生间 里 ...