珀莱雅红宝石面霜3.0

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珀莱雅热销精华面霜宣称“抗老”,林清轩曾因违规宣称被罚
Nan Fang Du Shi Bao· 2025-06-28 05:11
Core Viewpoint - The article highlights that Proya's products are marketed with "anti-aging" claims, but official registrations only support "anti-wrinkle" claims, indicating potential regulatory non-compliance [2][3][11]. Product Claims - Proya's flagship store lists multiple products, including "Early C Late A Dual Anti-aging Essence" and "Ruby Cream 3.0," with "anti-aging" claims in their promotional materials [3][10]. - The "Ruby Essence 3.0" is described as based on "cross-field anti-aging core concepts," while another platform refers to it as "anti-wrinkle" [3][5]. - The "Ruby Cream 3.0" claims to lead a new era of anti-aging based on 17 years of peptide research, but the same product is marketed as "anti-wrinkle" on different platforms [3][5]. Regulatory Compliance - The National Medical Products Administration (NMPA) only recognizes "anti-wrinkle" as a valid claim for the mentioned Proya products, with no mention of "anti-aging" [5][11]. - The NMPA's guidelines specify that any new claims must undergo evaluation by registered testing institutions and comply with national standards [11][14]. Market Performance - The "Ruby Cream 3.0" was launched in 2023 and has sold over 700,000 units on Tmall, while the "Ruby Essence 3.0" has sold over 100,000 units [10]. - The "Early C Late A Dual Anti-aging Essence" was first introduced in 2020 and currently ranks first in Tmall's A-retinol liquid essence repurchase list [10]. Industry Context - The article references a previous case involving Lin Qingxuan, which faced penalties for using "anti-aging" claims in advertising, emphasizing the regulatory scrutiny in this sector [11][14]. - Experts indicate that claims like "anti-aging" are considered violations, and companies should adhere strictly to the NMPA's defined categories for cosmetic claims [14].
这届双11,李佳琦又火了
商业洞察· 2024-10-26 07:07
以下文章来源于首席商业评论 ,作者宁缺 首席商业评论 . 论商战,言商道!点击关注,与百万企业家、专业人士一起深究商业逻辑,跟上最新趋势。 作者:宁缺 来源: 首席商业评论(ID: CHReview ) 这两日,女生们都去李佳琦直播间抢红包了。 双十一预售首日,李佳琦直播间可是放了个大招,抛出了5亿元的红包雨。这些红包到账后用户可以 在直播间里买现货或者付预售尾款,每笔订单最多能用10个红包,这可是今年双十一最慷慨的红包福 利了。 这让人不禁想到,李佳琦参与真人秀《披荆斩棘的哥哥4》的节目录制前曾说"我是去赚钱的,赚了钱 要给你们发红包。" 5亿虽然对普通人来说不可想象,但对于李佳琦来说,也只能是洒洒水。毕竟,他早已在直播的黄金 时代赚得盆满钵满,除了佣金和坑位费,还出现在综艺节目中,吸金能力不容小觑。 都在唱衰李佳琦,没想到老将李佳琦最争气。从今年双十一的数据来看,李佳琦直播间双十一首场预 售GMV率先破亿,加购金额同比增长超过20%。他的"老朋友"们,如可复美、丝塔芙、华伦天奴、 欧莱雅等多款商品更是秒售罄。 那么,79元眉笔事件过去后,为什么李佳琦直播间还是那么多人买? 01 李佳琦杀回来了,销售额率先 ...