潮新闻客户端 记者 刘芫信 国货美妆龙头正驶入全球化快车道。 8月27日，珀莱雅化妆品股份有限公司（603605.SH）发布2025年半年报。报告显示，公司实现营业收入53.62亿元，同比增长7.21%；其中，洗护类增速高达 131.25%，美容彩妆类增速达 25.79%，成为驱动营收增长的重要力量。在盈利表现上，归母净利润7.99亿元，同比增长13.80%；经营性现金流12.93亿元，同 比增幅高达95.34%。同步提升的是盈利质量：净利率同比提高至15.41%，毛利率同比提高3.56个百分点至73.38%。珀莱雅以稳健的收入与充沛的现金流，向 市场交出了一份"质效双优"的期中答卷。 与此同时，公司还发布公告：拟发行境外上市股份（H股）并在香港联合交易所有限公司主板挂牌上市。若能成功登陆港交所，珀莱雅或将成为首个A+H股 上市的美妆企业。 | | | 甲:儿 | 巾秤:人民中 | | --- | --- | --- | --- | | 主要会计数据 | 本报告期 | 上年同期 | 本报告期比上 | | | (1-6月) | | 年同期增减(%) | | 营业收入 | 5, 361, 890, 476. 66 ...

Core Viewpoint - The article discusses the transformation of the brand HAPSODE under Proya, emphasizing its shift from being an "oil skin care expert" to a "young skin research brand," targeting the Z generation's desire for high efficacy and emotional resonance in skincare products [3][22]. Group 1: Brand Transformation and Strategy - HAPSODE has undergone a comprehensive rebranding, introducing the YOUTHLAB research laboratory to focus on young skin issues and develop personalized solutions [3][26]. - The new brand declaration "Young Research, Vitality" encapsulates Proya's multi-brand strategy and aims to decode the skincare challenges faced by the Z generation [3][22]. - The brand's visual identity has been revamped to convey professionalism and vitality, appealing to the emotional and rational needs of young consumers [23][24]. Group 2: Scientific Research and Product Development - Proya's research indicates that the complexity of young skin is influenced by emotional factors, with the skin acting as an "emotional organ" [5][21]. - The YOUTHLAB has developed a "dual oil sensitivity control system" targeting overactive sebaceous glands, which are identified as the root cause of various skin issues [5][6]. - The flagship product, the "Redness Repair Essence 2.0," features 98% high-purity Kava extract and aims for rapid redness reduction and oil control [6][8]. Group 3: Market Position and Financial Performance - HAPSODE's revenue reached 332 million yuan in 2024, marking a 9.41% year-on-year growth, highlighting its role in Proya's youth-oriented brand strategy [33]. - The brand targets a diverse demographic, including trend-loving Z generation consumers and quality-seeking professionals, with a price range that offers strong value [33]. - Proya's commitment to R&D is evident, with a budget of 210 million yuan for 2024 and a growing number of patents, reinforcing its innovative capabilities [17]. Group 4: Emotional Engagement and Consumer Connection - The brand recognizes that skincare issues are often reflections of emotional states, leading to a focus on emotional communication in marketing strategies [22][32]. - Collaborations with popular youth icons, such as Ricky from the boy band ZEROBASEONE, aim to create relatable brand ambassadors that resonate with the target audience [27][30]. - The brand's approach combines scientific efficacy with emotional support, aligning with the Z generation's values of self-fulfillment and mental well-being [32][33].