2 0 2 5年，当多数美妆品牌在竞相角逐某个新成分的"首发"或"独家"时，MISTINE蜜丝婷的一 项研究成果悄然登上了国际顶级学术期刊《Na t u r e Commu n i c a ti o n s》。 需 要 注 意 的 是 ， 这 项 成 果 的 核 心 并 非 是 关 于 某 个 具 体 的 成 分 或 配 方 技 术 ， 而 是 一 个 名 为 SCOPE-DTI的人工智能大模型。它由MISTINE蜜丝婷与诺贝尔奖得主联合实验室共同开发而 来，其本质是 美妆行业首个自主训练的、服务于研发全链条的"AI大脑" 。 《 Na t u r e Commu n i c a ti o n s 》 作 为 JCR Q1 分 区 期 刊 ， 影 响 因 子 高 达 1 5 . 7 、 年 录 用 率 不 足 1 0%。对于化妆品行业而言，在顶级自然科学期刊上发表原创AI模型研究，其象征意义不亚于 在核心科技领域获得一项"基础专利"。它标志着一个分野：绝大多数品牌仍将AI作为分析市 场或优化营销的现成工具时，早已有品牌投身于构建驱动自身产品创新的专属基础设施。 这不仅是一个技术成果，更是一个行业信号：当品牌开 ...

Core Insights - The beauty and personal care market is experiencing a surge in Q1 2025, driven by the spring shopping season and International Women's Day, with brands heavily investing in marketing and celebrity endorsements [1][11][13] - Celebrity endorsements remain a dominant strategy in the beauty sector, with significant participation from both entertainment and sports figures [4][39] - The sunscreen category is particularly competitive, with brands launching new products and leveraging high-profile endorsements to capture market share [11][13][15] Group 1: Market Trends - The beauty and personal care market has seen a 45% year-on-year increase in average viewership for live-streaming sessions, with celebrity appearances yielding conversion rates three times higher than regular sessions [4] - The endorsement of sports celebrities has surged by 68% year-on-year, outpacing entertainment celebrities' growth of 32%, indicating a shift towards "health and vitality" marketing [4][26] - The sunscreen market is evolving, with brands like Perlay and Huaxizi launching innovative products to extend sales beyond the traditional summer peak [11][13] Group 2: Celebrity Endorsements - In Q1 2025, Meng Ziyi led with 10 endorsements across brands like Guerlain and Mofashijia, while Zhu Xudan and Li Yunrui also secured multiple endorsements, showcasing a trend of high-frequency exposure [3][4] - Notable endorsements include Liu Yifei for Perlay and Yang Zi for Gu Yu, highlighting the strategy of using top-tier celebrities to enhance brand visibility [14][15] - The rise of sports figures like Sun Yingsha and Wang Chuqin as brand ambassadors reflects their growing commercial value, with endorsements translating into significant sales boosts [27][28][44] Group 3: Marketing Strategies - Brands are increasingly focusing on differentiated product offerings and leveraging celebrity endorsements to create a strong market presence [11][15] - The strategy of using celebrities with broad appeal, such as Liu Yifei, aims to build a wide consumer recognition base, while leveraging top-tier celebrities like Cheng Yi for short-term sales spikes [15][20] - The integration of short drama actors into marketing strategies is becoming more prevalent, as they offer high fan engagement at lower costs compared to traditional celebrities [39][45] Group 4: Consumer Behavior - The consumer landscape is shifting, with younger demographics exhibiting diverse purchasing behaviors, prompting brands to adopt targeted marketing strategies [13][21] - The emergence of organized fan activities, such as purchasing strategies among Sun Yingsha's fans, illustrates the potential for athlete endorsements to drive sales through community engagement [40][42] - The competitive landscape in the sunscreen market is characterized by a proliferation of choices, necessitating brands to refine their positioning and outreach strategies [13][21]