Core Viewpoint - The beauty industry is experiencing a cyclical trend, shifting from "all-in-one" products to specialized efficacy and back to multi-functional products, indicating a potential evolution in consumer behavior towards more rational and simplified choices [1][3][28]. Group 1: Trends in Skincare - The skincare market is witnessing a significant trend towards "multi-functional" products, particularly in serums and sunscreens, with brands increasingly promoting the concept of "one bottle for multiple effects" [3][10]. - Serums are evolving from targeting single skin issues to offering combined benefits such as anti-aging, whitening, and repair, with products like Proya's dual anti-aging serum exemplifying this trend [4][6]. - The traditional boundaries between sensitive skin care and advanced efficacy are being blurred, with brands launching multi-functional products specifically designed for sensitive skin, such as Winona's silver core cream [8][16]. Group 2: Innovations in Sunscreen - Sunscreen products are transitioning from basic UV protection to "skincare-grade" experiences, incorporating multiple skincare benefits while maintaining high SPF [10][12]. - The combination of "sunscreen + whitening" is a prominent trend, with brands like Mentholatum and Lancaster launching products that emphasize dual certification for efficacy [12][14]. Group 3: Developments in Makeup - The makeup sector is embracing the "N-in-one" concept, focusing on simplifying application processes and meeting diverse consumer needs through innovative product forms and functional integration [17][27]. - Brands are launching multi-use products that combine various makeup functions, such as the "气色多用膏" from 彩棠, which serves as a blush, eyeshadow, and lip color [19][23]. - The trend of integrating skincare benefits into makeup products is evident, with Perfect Diary's bionic film foundation offering moisturizing and anti-aging properties alongside coverage [25][27]. Group 4: Consumer Behavior and Market Dynamics - Consumers are increasingly knowledgeable about skincare science, leading to a demand for products that address multiple concerns efficiently, reflecting a shift towards rational consumption [14][28]. - The competitive landscape in skincare and sunscreen is characterized by high levels of homogeneity, prompting brands to differentiate through multi-functional claims and innovative formulations [15][29]. - The beauty market in China is evolving towards a more mature stage, with consumers seeking precise solutions and simplified routines, aligning with global trends of rational consumption [29][30].

2 0 2 5年，防晒市场呈现价格下行与技术升级的双向迭代。 从消费端来看，消费者对防晒产品的诉求已突破单纯的高SPF值，转向对肤感、肤质、场景适 配性及复合功效的全面需求。 面对这一结构性变革，扎根中国市场2 4年的防晒品牌新碧，凭借曼秀雷敦的百年药企科研基因 与底蕴，持续对亚洲肌肤光损伤的深度研究，以"防护+养肤+全人群覆盖"的创新矩阵回应市 场新命题。 "防晒霜不仅要防紫外线，还要能抗衰老"——这届消费者正在倒逼防晒产品升级。 艺恩《2 0 2 4防晒霜消费趋势报告》中的统计数据显示，尽管防晒能力仍然是防晒霜的基础卖 点，但消费者已不满足于"不晒黑"，护肤化防晒成为新刚需，抗氧提亮、抗光老等养肤需求的 关注度持续上升。与此同时，敏感肌人群的扩容与轻医美常态化，正在重塑产业规则——"安 全性"和"温和性"成为防晒的首选标准，也让物理防晒从边缘走向主流，收获更多关注。 《2024防晒霜消费趋势报告》 面对需求端的变化，防晒市场掀起功效内卷：成分党追捧的独家配方、叠加美白抗衰的多效宣 称层出不穷。不过，新概念固然让人眼前一亮，但追逐概念、卷功效却舍弃了本该有的"稳定 +安全"的内核，无疑是一种本末倒置。 究竟 ...