当前，尽管线上零售成为美妆销售的重要渠道，但线下零售仍然是美妆品牌触达消费者、进行品牌营销的关键阵地。同时，随着流量红利见顶，线下渠道 又焕发出新的生机，不少美妆品牌纷纷加速布局。 那么，怎样才能抓住线下新的增长机会？ 今日，"2025中国香妆实体渠道增长大会"在南京落下帷幕。本次会议由中国香妆协会主办，美妆链与青眼联合承办，高山植物品牌植物医生特别赞助。会 上，多位嘉宾围绕线下痛点和增长机会展开深度分享，为赋能线下渠道提供了一场高质量"头脑风暴。" "实体渠道的价值不可替代" ▍王得浩 据王得浩介绍，颐莲通过三大方面重建线下消费主义。首先，构建场景化+体验化的沉浸式消费场域，占领消费者心智。具体而言，除了快闪活动体验 外，还围绕《爱莲说》等名篇打造文化体验空间，让消费者在互动中完成可触可感的品牌共鸣。 其次，将粉丝效应转化为购买动力。如抓住代言人官宣节点，并结合渠道活动档期，通过新媒体营销造势，最终实现产品动销的有效提升。 第三，加强线上线下融合互动。除了线下大屏广告外，充分利用微博、小红书等媒体矩阵进行线上传播，增强消费者对产品信任感，提升产品吸引力。 可以说，当不少品牌还在忧虑线上流量见顶之际，颐莲已然 ...

Core Insights - The report titled "2025 Beauty and Personal Care Industry Insights Data Report (Xiaohongshu Platform)" focuses on analyzing the beauty and personal care industry data on the Xiaohongshu platform for the first half of 2025, utilizing data from QianGua Data [1] - The report emphasizes the increasing segmentation of the market, leading to diverse consumer demands and scenarios, and aims to provide insights into trends, popular content, and marketing strategies for brands [6][7] Industry Overview - The beauty and personal care sector is experiencing intense competition, with evolving consumer demands and trends shaping the market landscape [7] - The report indicates that color cosmetics lead the market with a 46.70% share, followed by skincare at 28.82% and personal care at 24.48% [9] Consumer Trends - There is a notable shift in consumer focus from facial beauty to overall body care, including hair and hand care, as well as a growing interest in sensory experiences and emotional satisfaction [9][11] - The demand for products catering to sensitive skin is rising, with a 52% increase in interaction for sensitive skin whitening products, indicating a strong market for gentle and effective solutions [13][31] Emerging Categories - The report highlights the growth of "sports makeup," with a 335% increase in related content, reflecting a trend where consumers seek makeup that withstands physical activity while maintaining a natural look [16] - "Scalp care" is emerging as a new frontier in hair care, with a 130% increase in related content, driven by a growing awareness of scalp health among consumers [17] Popular Topics and Engagement - Topics such as "lightweight makeup" and "bathroom essentials" have garnered significant attention, with views exceeding 1.4 billion and 1.6 billion respectively, indicating a consumer preference for minimalistic and effective beauty routines [20][21] - The concept of "life force" and vibrant colors is gaining traction, with discussions around health and vitality becoming central to beauty narratives, as seen in the popularity of related hashtags [24][25] Brand Strategies - Brands are increasingly focusing on sensitive skin solutions, with QianGua Data noting that brands like Ximu Yuan are effectively targeting this demographic through product testing and educational content [31] - The report suggests that brands should embrace a "reductionist" approach, creating products that emphasize lightness and natural beauty to meet evolving consumer expectations [20]

Core Viewpoint - The beauty market in the first half of 2025 shows a mixed performance, with a historical high in retail sales but a decline in certain segments, indicating a competitive and structurally adjusting market landscape [2][5][29]. Retail Performance - The retail sales of cosmetics in China reached 229.1 billion yuan in the first half of 2025, marking a year-on-year growth of 2.9%, which is lower than the overall retail growth of 5% [2][6]. - In June 2025, the retail sales of cosmetics experienced a 2.3% year-on-year decline, marking the first month of decline this year [2]. Online Sales Dynamics - Online beauty sales exceeded 300 billion yuan in the first half of 2025, with a year-on-year growth of 8.6% and a transaction volume increase of over 10% [5][9]. - The five major e-commerce platforms (Taobao, JD, Douyin, Kuaishou, Pinduoduo) achieved a total transaction amount of 3210.75 million yuan, with a year-on-year growth of 8.59% [9][10]. Category Performance - Skincare remains the largest category with a transaction amount of 1971.82 million yuan, accounting for 64.4% of total online beauty sales, showing growth of 8.17% in transaction value [12][13]. - Makeup sales increased by 15.26% to 551.81 million yuan, while hair care emerged as a strong performer with a 20.67% increase in sales [15][29]. - Oral care saw a slight increase of 2.49% in transaction value but a decline in transaction volume, indicating a trend towards premiumization [15][19]. Brand Landscape - The top three brands in the beauty sector are L'Oréal, Proya, and Han Shu, with domestic brands making significant inroads but still trailing behind international brands in market share [21][23]. - In the makeup category, domestic brands captured 11 out of the top 20 positions, with notable performances from brands like Mao Geping and Huaxizi [26]. Market Trends - The rise of men's beauty products and refined personal care categories indicates a shift in consumer preferences, with significant growth in men's skincare and hair care [20][29]. - The overall market is experiencing structural adjustments, with brands needing to adapt to changing consumer demands and competitive pressures [29].