Core Insights - The article emphasizes that scientific communication is becoming a new "lifeline" for beauty brands, as consumers increasingly demand rigorous and verifiable data to support product claims [2][14][36] - The shift in consumer focus has moved from simply asking about ingredients to questioning the effectiveness and proof of those ingredients [3][19] Consumer Perception - A survey indicated that only about 25% of consumers fully trust brands' self-declarations, with 56% preferring clinical test results with control groups to establish trust [6][14] - Over 70% of consumers want brands to clearly label the concentration of key ingredients, reflecting a demand for transparency [6][30] Evolution of Consumer Knowledge - Consumers have evolved from ingredient-focused to understanding the mechanism of action, with 33% able to grasp how ingredients work in skincare [9][19] - Nearly 90% of consumers are familiar with professional concepts like "transdermal absorption," and 48.25% have researched these concepts further [10][14] Trust and Verification - The article highlights that 68.09% of consumers believe that "laboratory data does not equal real-world effectiveness," indicating skepticism towards brand claims [15][19] - Consumers are increasingly constructing a "triangular verification" model, relying on brand information, expert evaluations, and personal experiences [23][27] Demand for Scientific Communication - Consumers prefer engaging and relatable scientific communication, with 71.6% favoring short videos or animations to explain ingredient principles [28][30] - There is a strong demand for verifiable data, with 70.2% of consumers wanting clear labeling of core ingredients and their effective concentrations [30][34] Pricing Sensitivity and Value Perception - Over 80% of consumers are willing to pay a premium for products backed by solid scientific research, with 20% willing to pay over 20% more for technology [19][21] - The core logic of consumer purchasing decisions has shifted to a formula where perceived value equals the cost of science divided by verifiable actual effects [19][21] Future Directions for Brands - Brands need to build a multi-dimensional communication system that moves beyond ingredient stacking and scientific jargon to include data and experiential evidence [34][36] - A proposed "scientific communication scoring system" could significantly influence purchasing decisions, emphasizing transparency and verifiability [34][36]

Core Viewpoint - The article highlights significant personnel changes in the beauty industry, indicating a shift towards a research-driven, globalized, and organizationally transformed competitive landscape, with three main focal points: the emergence of new roles, expanded responsibilities for foreign beauty giants in the Chinese market, and widespread organizational restructuring [2][3][26]. Group 1: Emergence of New Roles - Over 75 key positions have changed among 25 leading beauty companies in the first half of 2025, with a notable rise in roles focused on digitalization, research, innovation, and marketing communication, reflecting the industry's future direction [2][6]. - Estee Lauder has created three new positions, including Chief Digital and Marketing Officer, Global Scientific Sleep Advisor, and President of the Makeup Brand Group, indicating a strategic shift towards integrating scientific expertise into product development [8][10]. - L'Oreal has appointed a Chief Innovation and Strategic Outlook Officer to oversee innovation teams and strategic foresight, emphasizing the importance of future-oriented innovation in the beauty sector [12]. Group 2: Expanded Responsibilities in the Chinese Market - International beauty companies are elevating their China market leaders to global decision-making roles, marking a significant shift in strategic positioning [14][24]. - Estee Lauder's new CEO has made substantial adjustments, including promoting the China President to the global management team, breaking previous decision-making chains [15][16]. - Shiseido has appointed a dual-role CEO for China and travel retail, merging management of these two growth engines to maximize synergies [17][19]. Group 3: Organizational Restructuring - The beauty industry is undergoing a deep transformation, moving from high growth to high-quality growth, as evidenced by widespread organizational changes [3][26]. - Companies are restructuring their organizational frameworks to enhance the integration of research and market strategies, with a focus on consumer needs [36][37]. - Estee Lauder's new strategy involves a significant operational transformation, restructuring brands by categories for better management and growth [31][34].