广告圈的"渣女营销学"正在泛滥：追逐流量时，他们喊着"更懂女性"的口号拉近关系，转头就给女性贴上"生活白痴""贤妻良母"的刻板标签。靠冒犯性内 容赚得曝光后，若引发质疑轻描淡写致歉后，换个套路卷土重来。 尽管有全棉时代、宝洁们的前车之鉴，但同类型争议广告仍频频冒头。这种把女性尊严当作流量筹码的做法，究竟是成就品牌的流量密码，还是损害品牌 的致命毒药？广告行业该如何摒弃"渣女思维"？我们带来一些新的思考。 全棉时代曾因"女性卸妆"的广告遭全网怒怼，施华蔻将"原生发"直译为"处女发质"后致歉，宝洁因"女性脚臭是男性5倍"的不实科普广告被罚款70万，这 些广告翻车名场面，看似无关却藏着同一套"渣女逻辑"。 01."广告渣女学"套路大赏 套路一：用刻板印象锁死女性价值 核心特征：以"懂女性"为幌子，通过塑造"生活白痴"、"决策无能"等刻板印象否定女性价值。 具体表现：职场场景中，刻意呈现女性"不会做基础报表"的笨拙；生活场景里，设计"对智能家电手足无措、看不懂导航"的剧情，用无知凸显产品或男性 的"有用"。 同时将女性价值框定在"贤妻良母"标签内，如2024年蓝月亮母亲节广告"让妈妈洗衣更轻松"默认家务归女性，厨具品 ...

附：37批次不符合规定化妆品信息 根据通告，在2025年国家化妆品抽样检验工作中，经浙江省食品药品检验研究院等单位检验，产品 标签标示名称为诗朗生姜去屑修护洗发露等37批次化妆品不符合规定。 根据《化妆品监督管理条例》《化妆品生产经营监督管理办法》《化妆品抽样检验管理办法》，国 家药品监督管理局已要求上海、山东、广东等省（市）药品监督管理部门对上述不符合规定化妆品涉及 的注册人、备案人、受托生产企业等依法立案调查，责令相关企业依法采取风险控制措施并开展自查整 改。各省（区、市）药品监督管理部门要依法责令相关化妆品经营者停止经营上述化妆品，并依法调查 其进货查验记录等情况，对违法产品进行追根溯源，发现违法行为的，依法严肃查处；涉嫌犯罪的，依 法移送公安机关。 人民网北京12月10日电 （记者孙红丽）据国家药监局网站消息，国家药监局9日通报37批次不符合 规定化妆品，涉及产品包括洗发水、沐浴露、染发膏、面膜、防晒乳、护发素等。 ...

今天分享的是：2025年洗护品类趋势与创新洞察报告-久谦中台 报告共计：40页 2025洗护市场深度变革：从基础清洁到情感疗愈的消费升级 近日，久谦中台发布的《2025洗护品类趋势与创新洞察报告》揭示，中国个护清洁市场正经历一场从"基础清洁"到"健康管理"与"情绪价 值"全面升级的深刻变革。消费者不再满足于产品的单一功能，转而追求精准功效、安全信任与情感共鸣，推动市场格局从"泛人群"走 向"精细化、场景化、圈层化"。 市场格局：基础品类饱和，精细护理引领增长 报告显示，个护清洁市场整体呈现"基础品类饱和、细分品类高增"特征。过去三年，市场年均复合增长率达11%，增长主要依赖销量拉 动，均价仅微涨1.2%。身体护理与口腔护理增速分别为14.2%与12.2%，超越头发护理的8.1%，成为新的增长引擎。私处护理、头皮护 理、护发精油等细分赛道爆发式增长，而传统发丝护理与基础沐浴需求明显降温。值得注意的是，男士护理销量年均下降6.8%，或反映 出产品创新不足或被中性产品替代的现状。 洗发水：从"头发清洁"到"头皮健康管理"的核心转变 在洗发水领域，消费者认知已从"基础清洁"全面升级为"头皮健康管理"。成分选择更趋理性 ...

Core Viewpoint - The closure of 30 stores by Zhongbai Group highlights a significant shift in the retail landscape, indicating that traditional hypermarkets are struggling to adapt to changing consumer behaviors and market dynamics [2][12][18] Company Summary - Zhongbai Group announced the closure of 30 warehouse hypermarkets, incurring a loss of 180 million yuan [2] - The company reported a cumulative loss of 580 million yuan in the first three quarters, with a debt-to-asset ratio of 86.79% and a current ratio of 0.40, indicating severe financial distress [2] - The closures include both long-standing stores and newer ones, suggesting a fundamental misalignment with market demands [2] Industry Summary - The hypermarket model is facing a crisis, with 62 out of the top 100 chain supermarkets in China reducing their store counts, totaling 3,037 closures [12] - Major players like Walmart, Yonghui, and RT-Mart are also closing stores, indicating a broader industry trend rather than isolated incidents [12][14] - The shift from a scarcity-driven market to an information-rich environment has changed consumer purchasing behavior, favoring convenience and experience over price [12][14] - The traditional hypermarket's reliance on low prices and large-scale operations is becoming obsolete as consumers prefer personalized and efficient shopping experiences [16][18]

美妆巨头的区域可持续发展负责人Kiri Trier博士，诠释了她如何推动改变客户习惯，将减少浪费、重复灌装与回收利用融入日常浴室 routines。 美妆品牌巨头欧莱雅拥有37个全球品牌、业务覆盖150个国家、年销售额达411.8亿欧元（457亿美元）。尽管其许多生产基地已实现碳中和，并被公认为 可持续发展领导者，但仍存在一个情感层面的难题。 该公司DACH地区可持续发展总经理Trier指出，欧莱雅最大的碳足迹并非来自生产或物流，而是源于消费者使用产品的方式：洗发冲洗、长时间淋浴和包 装丢弃构成的范围三排放，这些恰恰是最难控制的环节。 那么，欧莱雅如何让可持续选择既令人向往又便捷？如何让选择环保产品成为自豪且有意义的行为？这些关键问题的答案将决定公司能否在范围三排放净 零目标上取得重大进展。 但若没有消费者与公司产品互动方式的转变，所有这些努力的作用终究有限。 挑战：改变行为，而非仅改变运营 内部而言，欧莱雅已构建完善的可持续发展引擎：数千名研究人员提供支持，强大的科学碳目标框架保驾护航，全球450余名专职可持续发展专业人士持 续扩容。但若消费者与产品的互动方式不变，这些努力效果有限。 Trier清晰洞察症结 ...

Core Insights - The article discusses the potential adverse effects of Sodium Lauryl Sulfate (SLS) found in many toothpaste products, particularly its association with oral health issues such as mouth ulcers and irritation [1][7][11] Group 1: SLS Overview - SLS, or Sodium Lauryl Sulfate, is a surfactant commonly used in toothpaste to create foam, aiding in the removal of food debris and plaque [3][5] - It is also found in various personal care products, including shampoos, body washes, and cleaning agents, due to its low cost and effective cleaning properties [5] Group 2: Health Implications - SLS has been linked to increased incidence and severity of oral ulcers, with studies indicating that individuals using SLS-containing toothpaste experience more pain and longer healing times [7][9] - Some research suggests that switching to SLS-free toothpaste can reduce the frequency and duration of mouth ulcers, highlighting the sensitivity of oral mucosa to SLS [9][11] Group 3: Recommendations for Sensitive Individuals - Dental professionals recommend that individuals prone to mouth ulcers or with sensitive skin avoid SLS-containing products and opt for SLS-free alternatives [11] - SLS is generally considered safe for most users, with concentrations in toothpaste typically ranging from 0.5% to 2%, but warnings are advised for those experiencing irritation [11]

Core Insights - The report highlights a significant shift in the personal care market from "basic cleaning" to "health management and emotional value," indicating a clear direction for brand development [1][2]. Market Trends - The overall market is characterized by "saturation in basic categories and high growth in segmented categories," with a projected CAGR of 11.2% for mainstream e-commerce channels from 2022 to 2025, primarily driven by sales volume [1][11]. - Body care (CAGR 14.2%) and oral care are experiencing rapid growth, surpassing hair care, while traditional categories like hair moisturizing and basic shower products are seeing a decline in demand [1][11]. - The average price across the market has only slightly increased by 1.2%, with most categories facing challenges in price hikes, except for hand care and essential oils, which have seen significant price increases due to a shift towards high-end functionalities [1][11]. Consumer Insights - There is a profound transformation in consumer awareness and demand, with core needs evolving from basic cleaning to a balance of health management and emotional value, where safety and gentleness are baseline requirements [2][7]. - Consumers are increasingly seeking emotional connections, desiring safety, problem-solving, sensory pleasure, and personalized aesthetics, with professional trust and social confidence becoming core emotional appeals [2][7]. - The trend of "circle" and "scene" segmentation is evident, with specific needs arising from demographics such as "working individuals with oily hair" and "post-night shift care," leading to the creation of specialized products [2][7]. Product Innovation - Product innovation is clearly directed towards combining "traditional herbal formulas with modern technology," with rapid growth in effective ingredients like selenium disulfide and plant extracts such as cedar leaves [2][3]. - The rise of concepts like micro-ecology and scalp anti-aging is notable, with fragrance becoming an important differentiator and packaging evolving towards a sense of luxury and artistry [2][3]. - The focus of brand competition is shifting from functional selling points to meaningful competition, with diverse brand archetypes emerging, such as the "hero" archetype in shampoo emphasizing efficacy, and the "lover" archetype in body wash enhancing emotional connections [2][3]. Brand and Supply Chain Strategy - Brands should concentrate on precise efficacy, targeting opportunities in scalp health and body care, enhancing safety transparency, and creating emotional premiums while embracing segmented markets [3][7]. - Supply chains need to invest in effective raw materials, gentle surfactants, and environmentally friendly packaging development, improving collaborative research capabilities [3][7]. - The future trend of AI-driven C2M (Customer to Manufacturer) development will enable brands to capture high-interest, low-satisfaction pain points through big data, predicting ingredient trends for agile research and precise innovation [3][7].

Core Insights - The personal care and cleaning market has undergone significant changes from 2022 to 2025, shifting from a broad growth model to a more segmented and precise approach driven by specific scenarios, efficacy, and emotional value [5][19]. Market Overview - The overall personal care market maintains an 11.2% CAGR, but growth is not uniform across categories [5]. - New growth engines include "body care" (CAGR +17.2%) and "oral care" (CAGR +12.2%), with "intimate care" showing an impressive growth rate of 68.6% [5]. - Traditional "hair care" is experiencing slower growth at 8.1%, with a 1.8% decline in average price, indicating a price war in the saturated market [5]. - "Men's care" has seen a negative growth of 8.4%, suggesting a shift in male consumer preferences towards more neutral and specialized products [6]. Consumer Behavior - Consumers are less willing to pay a premium for basic cleaning functions, with sales growth (9.8%) outpacing average price growth (1.3%) [7]. - Only products with upgraded efficacy or emotional attributes can support a robust pricing structure [7]. Key Categories and Trends - **Shampoo**: Evolving from a "cleanser" to a "scalp conditioner," focusing on specific pain points like "sensitive scalp" and "fine hair" [11]. - **Body Wash**: Growth is slow (3.6%), but consumers are demanding skincare standards, leading to increased interest in ingredients like "acids" for skin issues [14]. - **Hair Oil**: Outpacing the hair care market with a growth rate of 15.5%, shifting from "repair" to "styling" [16]. Brand and Retail Strategies - Brands should pivot from ineffective competition in basic cleaning to focus on "scalp health" and "emotional value" [20]. - Retailers need to adjust product selection by reducing traditional large bottles and increasing the display of specialized products [20]. - Emphasizing ingredient education in stores can lower consumer decision-making barriers and enhance cross-selling opportunities [20]. Supply Chain Recommendations - Innovation in raw materials should focus on "skincare-grade scalp ingredients" and "gentle high-activity acid technologies" [21]. - Development of non-greasy lightweight oil substitutes and new polymers to address consumer pain points [21]. Conclusion - The personal care market in 2025 will prioritize precision over simple scale expansion, with brands and retailers needing to adapt quickly to the shift towards refined, efficacy-driven, and emotionally resonant consumer demands [23].

Group 1 - The core viewpoint of the news is that Mingchen Health has seen a stock price increase of 5.42%, reaching 20.82 CNY per share, with a trading volume of 147 million CNY and a turnover rate of 2.72%, resulting in a total market capitalization of 5.549 billion CNY [1] - Mingchen Health Products Co., Ltd. is located in the Lian Nan Industrial Zone of Chenghai District, Shantou City, Guangdong Province, established on December 14, 1994, and listed on December 18, 2017. The company specializes in the research, development, production, and sales of health care products, including shampoos, conditioners, shower gels, gels, and skincare products [1] - The main business revenue composition of Mingchen Health is as follows: 76.84% from online games, 23.09% from daily chemical products, and 0.07% from other sources [1] Group 2 - Among the top ten circulating shareholders of Mingchen Health, a fund under Guotai Fund ranks as a significant shareholder. The Guotai Zhongzheng Animation Game ETF (516010) entered the top ten circulating shareholders in the third quarter, holding 1.2948 million shares, which accounts for 0.49% of the circulating shares. The estimated floating profit today is approximately 1.3854 million CNY [2] - The Guotai Zhongzheng Animation Game ETF (516010) was established on February 25, 2021, with a current scale of 3.001 billion CNY. Year-to-date returns are 33.92%, ranking 840 out of 4208 in its category; the one-year return is 26.45%, ranking 1051 out of 3981; and since inception, the return is 33.16% [2]

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - Consumer confidence is slowly recovering but remains below 90, indicating weak purchasing power [3] - The overall market for personal care products is experiencing steady growth, with a 13% increase year-on-year [22] - New products account for 26% of total sales in the personal care market, highlighting the importance of innovation for brand growth [6] - The online success rate for new products is only 2%, indicating significant challenges in the e-commerce space [7] - The report emphasizes the need to link e-commerce and content data to uncover true consumer demands and identify new product opportunities [10] Market Analysis - The personal care market is not yet monopolized, with domestic brands seeking breakthroughs in niche segments [16] - Market concentration has decreased, with the top 10 brands holding 21% market share as of August 2025, down from 23% in August 2024 [17] - The online ecosystem is thriving, with increases in store numbers, brand counts, and product listings [19] Segment Performance - The body care segment has seen a significant growth of 20%, while hair care and shampoo categories have grown by 17% and 9% respectively [23] - The top-performing shampoo benefits include anti-hair loss and volumizing properties, with the latter showing a 38.9% year-on-year growth [26] - The report identifies "anti-hair loss" as a high-potential market opportunity, with significant consumer engagement and interaction [30][51] Consumer Demand Insights - The report outlines three core consumer personas for the anti-hair loss segment: grooming men, outdoor enthusiasts, and ingredient-sensitive individuals [48] - Each persona has distinct needs, such as oil control and scalp care for grooming men, and gentle nourishment for ingredient-sensitive consumers [60] - The report suggests that future products should focus on combining multiple benefits, such as "root protection + scalp care" [36] New Product Strategy - The SDI three-step method is proposed to identify true consumer demands and drive new product success [63] - The report emphasizes the importance of precise product design tailored to high-potential market segments [41] - It highlights the necessity of using e-commerce data to capture high-growth attributes and validate consumer needs [64]