欧莱雅又关停品牌了！日前(8月15日)，据外媒PersonalCareInsights报道，欧莱雅集团正计划停用去年收购的Gowoonsesang Cosmetics相关业务，只专注于 该公司旗下品牌Dr.G。 图源：Personal Care Insights 这意味着，Gowoonsesang Cosmetics旗下除Dr.G以外的品牌，都将面临停产的局面，包括旗下唯一彩妆品牌Healus以及上月底聚美丽在《欧莱雅关停品 牌？》一文中报道过的纯素品牌Vivid Draw。 需要注意的是，在上述报道中，Gowoonsesang Cosmetics一位官员指出："被欧莱雅收购后，我们的目标是以已经知名的品牌Dr. G和可以与欧莱雅合作的 彩妆品牌'Healus'为中心发展业务。" 如今来看，这一彩妆品牌也成了欧莱雅的一个"弃子"。 据介绍，在"呼吸的美丽"的口号下，Healus包含了帮助皮肤像呼吸一样舒适地化妆，面对本来的健康美丽的意义。而从成立时间来看，Healus成立至今不 到两年。 回到事件本身来看，去年12月，欧莱雅集团于官网发布公告称其已与Migros签署协议，收购其子公司Gowoonsesang ...

Core Viewpoint - The news reports that L'Oréal's acquisition of Stylenanda and its brand 3CE is facing challenges, including layoffs and speculation about exiting the South Korean market, although L'Oréal denies these claims [1][3][9]. Group 1: Company Performance and Strategy - Stylenanda initiated a voluntary retirement plan for employees related to the 3CE brand, indicating a contraction in its beauty segment after exiting the clothing business in 2024 [3][9]. - 3CE's revenue peaked in 2019 at 269.5 billion KRW (approximately 1.4 billion RMB), but has seen a steady decline in revenue from 2020 to 2024 [7][9]. - L'Oréal's official statement claims that 3CE has achieved double-digit growth in the South Korean market for three consecutive years, contradicting reports of its decline [9][23]. Group 2: Market Position and Competition - 3CE is reported to be the number one Korean beauty brand globally in 2023 and 2024, despite challenges in the South Korean market [10][23]. - The brand has expanded its presence in Southeast Asia and plans to re-enter the Japanese market in fall 2024, indicating a strategy to diversify its market presence [10][23]. - The competitive landscape in South Korea has intensified, with local brands gaining market share, which may impact 3CE's performance [20][23]. Group 3: Historical Context and Future Outlook - L'Oréal acquired Stylenanda in 2018 for approximately 400 billion KRW (about 2.1 billion RMB), but the exact ownership structure remains somewhat unclear [22][23]. - Previous exits of other L'Oréal brands from the South Korean market, such as Maybelline and Shu Uemura, raise concerns about the sustainability of international brands in this market [15][18]. - The future trajectory of 3CE will depend on L'Oréal's strategic decisions and its ability to adapt to changing consumer preferences and market dynamics [23].