高温"烤"验下，呵护肌肤也很重要。巴黎欧莱雅防晒小金管，16倍防晒力让你无惧"艳阳天"，晒伤、晒 黑、晒老一网打尽。安热沙新一代小金瓶防晒乳，成膜快防水防汗，不仅肤感轻薄，防晒能力更硬核。 肌肤之钥明星长管隔离持妆、养肤、防晒多效合一，轻松打造自然气色。夏日想要闪耀发光，晒后养肤 很重要。兰蔻超修小黑瓶精华，抗老抗氧修红敏，呵护晒后肌肤。 大暑将至，全国多地迎来高温"烤"验，是时候选购防晒好物度过炎炎一夏。即日起至7月23日，京东服 饰美妆"防晒超级品类日"火热进行，携雷朋、暴龙、陌森、巴黎欧莱雅、兰蔻、安热沙等品牌，带来防 晒太阳镜、美妆护肤等夏日必备好物。大家可以打开京东APP搜索"防晒补贴"进入会场，即可享受满 199减20、满499减50、满799减80等多重优惠，更有1分钱抽大牌防晒好礼等你来赢。 夏日出游，一副合适的太阳镜是靠谱的出行"搭子"，不仅可以有效阻隔强光、提升视觉舒适度，还能给 造型增加亮点。雷朋飞行员太阳镜的镜框采用双梁设计，潮酷感十足，还有多种颜色可选，轻松打造多 变造型。杨紫同款暴龙猫眼偏光太阳镜，酷飒猫眼轮廓摩登时尚，一镜提升潮流感。肖战同款的陌森偏 光墨镜，高清尼龙镜片让视野更 ...

New Product Launches - Jianai Super Bucket Lychee and Bayberry Flavored Fermented Milk has been launched, made from high-quality ingredients without additives and using 13 imported strains [4][5] - Oreo collaborates with Grammy-nominated artist Selena Gomez to launch a new cookie inspired by her love for horchata, featuring a unique three-layer structure [5] - Jasmine Milk White has introduced a summer limited "Romantic Summer Water" series, including five new tea flavors [5] - HOKA has launched a new shoe model, MAFATE SPEED 4 LITE TS, combining modern technology with minimalist aesthetics [5] Industry Events - Lucky Coffee has surpassed 6,000 stores nationwide, covering over 300 cities and achieving significant growth in various regions [11][13] - Salomon has opened a new standalone store in Shanghai, inspired by Parisian outdoor fashion [14] - Gu Ming collaborates with actor Wu Yanzu to enhance its coffee business, leveraging its extensive store network [14] - Professional running brand SOAR enters the Chinese market with a Tmall flagship store [15] Investment and Financing Movements - Qiyunshan Food Co. has submitted an IPO application to the Hong Kong Stock Exchange, focusing on its South Sour Jujube products [19] - British luxury leather and stationery brand Smythson has been acquired by private equity firm Oakley Capital [20] - Baozun has acquired the Chinese operations of international yoga wear brand Sweaty Betty [21] - Ferrero is investing €95 million (approximately 8 billion RMB) to expand production and logistics in France [21] - Tonic Health, a UK nutritional supplement brand, has completed a £2.8 million Series A funding round [21] - Samyang Foods is investing $150 million to build its first overseas factory in Jiaxing, China [21] - Plant Doctor has disclosed its IPO plans to list on the Shenzhen Stock Exchange [22] Food Industry Developments - Dongpeng Special Drink has launched a sugar-free energy drink with passion fruit and guava flavor [26] - CHALI has introduced a new series featuring herbal teas with no additives [26] - Nongfu Spring has announced a new iced tea product with 100% tea extract and no preservatives [27] - Asahi Beer has launched a new product, Asahi Super Dry 3.5, claiming to reduce sugar by 70% and energy by 40% [28] Beauty Industry Updates - Hakko Sake has partnered with Kose to create a new cosmetics brand, "itoshiro," featuring a UV brightening cream [30] - Suzhou Jiyi Technology has submitted an IPO application to the Hong Kong Stock Exchange [32] - INTO YOU has launched the second generation of its air lip mud product [33] - L'Oréal has introduced an AI beauty assistant named Beauty Genius [33] - Innisfree has officially closed its overseas flagship store as part of a strategic adjustment [34]

今天分享的是：2025美丽消费专题：从海外三大美妆集团中报看大众国货β机会 报告共计：27页 国际美妆巨头中报透露行业变局：国货品牌迎来大众市场突围关键期 2024年已过半，欧莱雅、雅诗兰黛、资生堂这三大国际美妆集团的中期业绩报告，为全球美妆市场的走向提供了重要参考。从 这些报告中可以看出，国际美妆行业的格局正在发生深刻变化，而中国大众国货品牌也迎来了难得的发展机遇。 国际巨头业绩分化，战略重心各有调整 欧莱雅在2024年上半年的表现可圈可点，实现了221.21亿欧元的销售额，同比增长7.3%。值得关注的是，其大众业务部门的增 速持续高于高端业务，占比重新回到第一，达到37%-38%。像巴黎欧莱雅这样的核心品牌表现亮眼，增速高达13%。在区域布 局上，欧莱雅积极拓展新兴市场，目前新兴市场的销售规模已经与中国市场接近，均占其销售收入的17%左右。对于中国市 场，欧莱雅表示不会参与过度的价格竞争，而是更注重通过创新产品来提升市场份额。 雅诗兰黛的2024财年（2023年7月至2024年6月）则面临一定挑战，营收为156.1亿美元，同比下降1.9%。主要原因是中国大陆地 区高端美妆消费持续疲软，以及亚太区旅游零售市 ...

Group 1 - The endorsement marketing market is experiencing a structural adjustment and emotional marketing, with a 5.4% year-on-year increase in the number of endorsers from January to May 2025 [1][18] - The beauty and skincare industry leads with a 35% increase in the number of endorsers, while the commercial/service industry sees a 38.5% growth, marking it as the fastest-growing sector [1][18] - Top entertainers like Xiao Zhan, Bai Lu, and Di Li Re Ba maintain high commercial value due to popular works, while emerging actors like Zhai Xiao Wen see significant value increases from trending series [1][11] Group 2 - The proportion of mid and lower-tier endorsers has increased by 8 percentage points, with B and C category stars primarily being film and television actors, making up 58% of endorsements [2][34] - Brands are increasingly building "endorser matrices," with platforms like Taobao and Tmall adding over 10 endorsers, and short drama actors gaining traction through flexible short-term collaborations [2][38] - Emotional marketing is driving brands to focus on precise emotional engagement, with campaigns like Atour Planet's collaboration with Niao Niao resonating with "low-energy" consumers [2][18] Group 3 - The endorsement market continues to recover, with a 5.4% increase in the number of endorsers and a 1.4% increase in brand endorsements from January to May 2025 [18] - The entertainment sector, particularly film actors, musicians, and idol artists, sees the highest growth in new endorsements and brand collaborations [19][34] - The number of endorsements for top sports stars has doubled, despite a 31% decline in overall endorsements in non-Olympic years, indicating a concentration of value among leading athletes [25][26] Group 4 - The trend of brands pursuing popular stars during the airing of their works has led to a noticeable increase in new business collaborations [20] - The endorsement landscape is shifting towards short-term collaborations with mid-tier stars, as brands focus on cost efficiency [24][34] - The rise of short drama actors as a new force in endorsements is evident, with over 15 brands collaborating with them in early 2025 [38][39]

Core Viewpoint - L'Oréal emphasizes its commitment to sustainability through innovative initiatives and partnerships, showcasing its efforts at the Shanghai International Carbon Neutral Expo, including the launch of the "Sustainable Innovation Accelerator" and collaborations with various stakeholders to promote sustainable consumption and ecological responsibility [1][3][17]. Group 1: Sustainable Practices and Innovations - L'Oréal's "Sustainable Paradise" concept integrates environmental responsibility with consumer experience, aiming to make sustainability enjoyable and actionable [3][17]. - The "Heart-Moving Carousel" interactive installation at the expo illustrates L'Oréal's focus on refillable products, highlighting the significant weight reduction achieved through its refill strategy, such as a 38% reduction for Lancôme's cream and a 42% reduction for Kiehl's cream [5][7]. - The company has initiated a five-year investment plan of €100 million in the "Sustainable Innovation Accelerator" to support breakthrough technologies in low-carbon solutions and alternative ingredients [7][24]. Group 2: Strategic Collaborations - L'Oréal announced three major cross-industry collaborations at the expo, including a sustainable consumption incentive program with JD.com to bridge the "Say-do-gap" in consumer behavior [8][9]. - The partnership with JD.com aims to enhance consumer engagement in sustainable beauty through a structured incentive program, promoting green consumption habits [8][9]. - L'Oréal's collaboration with Yuan Yi Environmental Technology focuses on comprehensive recycling of unsellable products, reinforcing its commitment to sustainability [10][24]. Group 3: Recognition and Awards - L'Oréal recognized ten carbon reduction pioneer suppliers at the expo, emphasizing the importance of industry-wide participation in carbon reduction efforts [12][19]. - The award criteria include having approved science-based targets and demonstrating replicable low-carbon practices, encouraging more suppliers to join the sustainability movement [12][19]. Group 4: Research and Development - L'Oréal's "Chinese Chip" star product, the Hyaluronic Acid Airy Shampoo, showcases innovative packaging that simplifies recycling by eliminating complex components [16]. - The company adheres to the 3R principles (Replace, Reduce, Recycle) in its product development, aiming to minimize environmental impact [16][24]. - L'Oréal's commitment to green science involves using 1,600 raw materials sourced from 350 plant species, focusing on sustainable practices in cultivation and extraction [16][24].

Core Insights - The report focuses on successful marketing strategies in the beauty and personal care sector on Xiaohongshu, providing practical references for industry practitioners. It highlights various brands' innovative approaches to enhance product visibility and sales conversion during promotional events [1]. Group 1: Marketing Strategies - The combination of opening screen and H5 new styles has proven effective, with brands like La Roche-Posay and OLAY using this model to drive user engagement and sales, resulting in a 64% increase in brand audience assets for OLAY within a week [1]. - Celebrity co-creation notes have become a popular tactic, with brands like La Mer and L'Oréal leveraging celebrity endorsements to enhance brand interaction and visibility [1][12]. - The "Search Audience Optimization" feature has been launched, allowing brands like Estée Lauder to segment audiences and optimize keywords, leading to a 42% increase in traffic from expanded keywords [1][23]. Group 2: Campaign Effectiveness - The "One-Click Volume Plan" by Xuelingfei has reduced time costs in campaign execution, contributing 86% of traffic during the campaign period while maintaining ROI [1][44]. - ELL's management function, combined with advanced audience targeting, has helped brands overcome challenges in note volume, increasing the share of traffic in information flow by 40% and improving advertising ROI by 8% [1][50]. - The report emphasizes the importance of innovative marketing methods to effectively reach target audiences, enhance brand awareness, and boost product sales in a competitive market [1].

Core Viewpoint - The global beauty industry is experiencing a significant shift towards sustainable packaging, with 72% of consumers influenced by packaging design when trying new products, and packaging costs accounting for up to 30% of total product costs in high-end brands [1][2] Group 1: Trends in Sustainable Packaging - Sustainable packaging has become a central theme in the beauty industry, with brands focusing on aesthetics that reflect environmental responsibility [2][4] - The United Nations Environment Programme (UNEP) reports that the cosmetics industry generates over 120 billion pieces of packaging waste annually, highlighting the need for a "green revolution" in packaging [4] - Major beauty brands are adopting recyclable and biodegradable materials, which not only reduce resource dependency but also enhance brand image and market competitiveness [4][6] Group 2: Consumer Willingness to Pay - According to McKinsey, 60% of consumers are willing to pay an additional 10% for sustainable packaging, indicating a growing awareness and preference for environmentally friendly products [7] Group 3: Innovative Business Models - The beauty industry is innovating its business models in response to market changes, with initiatives like packaging recycling services being piloted by retailers such as Watsons in Hong Kong [9] - Brands are engaging consumers through concepts like bottle recycling, refillable products, and zero packaging, which resonate with younger consumers [9][11] Group 4: Future of Sustainable Packaging - The beauty packaging sector in China is undergoing structural adjustments due to rising operational costs, with sustainable packaging being viewed as a new value growth driver rather than a cost center [11]

这届年轻人，越来越不满足于 单调重复的娱乐活动，逐渐追求起更高级的审美体验。 对"美"的追求，刻在DNA里。 走马观花式的旅游团落寞了，文化深度游成了宠儿； KTV 开始倒闭潮，年轻人喜欢上听 LIVE 、看现场表演；劣质页游被市场淘汰， 3A 游戏迎来爆发…… 撰文｜ 许嘉婧 封面来源 ｜视觉中国 或许这幅图景更能描绘他们的精神文化生活：在小剧场近距离观察演员的表演，去音乐节跟着 喜欢的乐队尽情蹦个爽，买一张平价脱口秀票听人花式吐槽生活，去个主题艺术展览来一场周 末 " 美学 spa"…… 丰富、生动、引人振奋，年轻人的全身心都在呼唤着新颖高级的文化活 动。 年轻人追求 " 美 " 的本能，爆发了 宅在屋子里追追剧、戴上耳机听点流行歌、窝在床上刷刷短视频 …… 你以为这就是当代年轻 人全部的文化娱乐生活了？远不止如此。 图片来源视觉中国 根据 MobTech 研究院发布的《 2024 情绪经济消费人群洞察报告》，为情绪价值和兴趣买单 成为年轻人消费的首要理由，占比超过 40.1% 。在这种消费热潮影响下，注重小型在场感和 互动体验、均价在 100-300 元不等的平价脱口秀、音乐节 live 、小剧场话剧、 ...

正如前任欧莱雅北亚总裁及中国首席执行官费博瑞所说的那样，"中国市场很讲究速度和规模，必须得抓得足够快，才能在未来实现规模化。" 欧莱雅正在逐步扩大对美妆生态圈的投资。 3月31日，在2024/2025年度发展战略沟通会上，欧莱雅中国宣布成立两大全新投资基金——与凯辉基金和上海静安区合作成立"凯辉创美未来基金"基金，将 重点投资处于成长阶段的美妆品牌和相关企业；"美丽领航基金"由天图投资管理，与欧莱雅集团战略创新风险投资基金公司BOLD合作，旨在投资同领域的 早期公司。 "中国正引领全球美妆市场的未来，因此，'投资中国，就是投资未来'成为我们的核心战略。"欧莱雅北亚总裁及中国首席执行官博万尚表示，希望通过投资 的形式，支持中国美妆品牌及相关行业企业在中国市场扩张以及出海全球。 近年来，欧莱雅在中国市场进行了持续的投入。一方面，通过欧莱雅（中国）全权控股的上海美次方投资有限公司投资了包括深圳杉海创新技术有限公司、 电吹风品牌"zuvi原里"，高端香氛品牌"闻献DOCUMENTS"和"观夏"等中国本土企业；另一方面，还通过成为凯辉创新基金LP，与高榕资本携手成立投资企 业等形式，间接覆盖了从消费到科创领域等多个品牌 ...

Core Insights - The Chinese beauty industry is experiencing cyclical fluctuations, impacting the focus and strategies of industry players [1][2] - L'Oréal China aims to increase its consumer reach from 100 million to 150 million by 2030, shifting its focus from GMV to consumer engagement [2][3] Group 1: Consumer Reach and Market Dynamics - L'Oréal has successfully reached 150 million consumers, emphasizing the importance of understanding market changes and consumer needs [1][2] - The company identifies high-potential consumer segments, including Generation Z, mature women, and men, as key growth areas [3][4] - The shift from traditional retail to experiential retail is evident, with L'Oréal transforming sales points into experience points [5][6] Group 2: Channel Strategy and Performance - Online channels have played a crucial role in penetrating 2,200 cities in China, while offline channels are being re-evaluated for their service capabilities [4][5] - Sales performance varies significantly across regions, with some sales representatives exceeding their targets by substantial margins [5][6] - L'Oréal's commitment to enhancing the offline experience is reflected in its focus on service quality and employee support [6][7] Group 3: Product Innovation and Brand Strategy - L'Oréal continues to innovate with new products that cater to evolving consumer preferences, such as the third-generation cream and specialized skincare lines [7][8] - Domestic brands are also expanding their product lines, with companies like Lin Qingxuan and Ju Yi Group diversifying into new categories [8][9] - The competitive landscape is marked by the emergence of personalized domestic brands, which are beginning to adopt multi-category strategies [9][10] Group 4: Financial Performance and Future Outlook - Ju Yi Group reported a 36% revenue growth target for 2024, highlighting the potential for domestic brands to capture market share [8][9] - L'Oréal's long-term investment strategy in China aligns with its mission to create beauty and meet the increasing consumer demand for quality [11]