在流量红利见顶的当下，美妆品牌必须深耕"小池塘"式的高确定性消费场景。那些真正能制造记忆的时刻和场景，将成为美妆品牌的下一个 抢注点。 对大多数人而言，婚礼是其一生中最具高流量、高曝光、高情绪的时刻之一：预算更宽松、容错率更接近零，而每一个细节都会被记录、分 享、反复观看。 对美妆而言，婚礼不仅仅意味一套妆容，更是一次展示产品和运营精细化、多维化的考场。也因此，这一场景，有潜力从过去的营销点缀， 演变为品牌验证产品力、构建用户心智、抢占情绪制高点的新战场。 01、一个高价值"流量池塘" 过去十年，美妆行业曾经仿佛置身于一片浩瀚的流量海洋：无论是社交平台的流量红利，还是明星代言和KOL推荐的传播效应，都能为品牌 带来可观的曝光和销售增量。 文｜美觉BeautyNEXT 但随着流量红利的消退，这片海洋逐渐收缩，品牌再也不能依靠宏大的"人海战术"来覆盖消费者。取而代之的，是各类精准、碎片化的"小 池塘"，每一个细分场景都可能成为品牌增长的新入口。 在这样的行业背景下，婚礼，这个集高预算、高关注、高情绪价值于一身的高价值小众场景，正迅速崛起为品牌必争的新战略高地。 首先，是美妆和婚礼这一特殊场景的天然贴近性。在小红书 ...

Core Viewpoint - The 2025 Double 11 shopping season reflects a significant shift in consumer behavior towards data-driven and rational consumption, moving away from impulse buying and subjective preferences to a focus on product ingredients and quantifiable benefits [2][4][6]. Consumer Behavior Trends - Nearly 90% of consumers participated in Double 11, with over half making decisive purchases and more than one-third adding desired items to their carts, indicating strong shopping enthusiasm [2]. - In the apparel and beauty sectors, over 75% of consumers plan to purchase autumn and winter clothing, while 47.2% are focused on skincare products, emphasizing a responsible approach to self-care [2][14]. - The rise of "parameter-driven" consumers is evident, as traditional impulsive and subjective buying behaviors decline [2][4]. Ingredient and Parameter Focus - In the beauty sector, nearly 70% of consumers prioritize ingredients like hyaluronic acid and collagen when making purchasing decisions, indicating a strong awareness of product efficacy [3][9]. - In apparel, 74.3% of consumers now check data such as down fill weight and fabric composition, showcasing a shift towards informed decision-making based on product specifications [3][10]. - Platforms are responding by standardizing parameters and enhancing trust through professional selections, with 79.7% of consumers viewing platforms like JD as reliable sources for product specifications [3][19]. E-commerce Platform Dynamics - The shift towards rational consumption has created a positive feedback loop among platforms, brands, and consumers, where brands optimize parameters to meet consumer expectations, and platforms enhance trust through professional curation [4][22]. - Consumers express a need for transparent parameter information, with 36.8% concerned about parameter fraud and 32.8% finding it difficult to obtain accurate information [22][24]. - Leading e-commerce platforms are addressing these challenges by providing clear, certified parameters, which helps consumers make informed choices and reduces the risk of misleading information [23][28]. Seasonal Shopping Insights - During the 2025 Double 11, 65.2% of consumers plan to purchase skincare products, while 61.2% intend to buy winter clothing, reflecting a trend towards "image investment" and self-care [14][18]. - The focus on quality over quantity is evident, with 60.5% prioritizing high-quality materials in winter clothing purchases [18]. - The demand for specific parameters in winter apparel, such as down fill weight and fabric breathability, is high, with 79.7% of consumers considering these factors crucial in their purchasing decisions [12][19].

Core Insights - The 2025 JD Beauty Awards, in collaboration with the fashion magazine "Jia Ren," celebrated the beauty industry with a focus on consumer-centric evaluation, establishing itself as a benchmark for brand reputation in the beauty sector [1] - The Chinese high-end beauty brand Mao Geping won the "Annual Best Foundation Award," highlighting its strong foundation in the makeup industry and its commitment to excellence in product development [1][2] Group 1: Brand Recognition and Awards - Mao Geping's recognition with the "Annual Best Foundation Award" is a significant validation of its long-term dedication to the foundation makeup sector [2][4] - The awards ceremony featured various celebrities and beauty influencers, emphasizing the event's prestige and the brand's visibility in the beauty community [1] Group 2: Product Development Philosophy - Mao Geping adheres to a dual principle of "skin care + makeup effect," exemplified by its classic caviar cushion foundation, which balances delicate coverage with a satin finish [2] - The brand focuses on understanding the unique needs of different skin types and tones, ensuring that its foundation products cater to a diverse range of consumers [2] Group 3: Commitment to Aesthetics and Education - Over its 25-year history, Mao Geping has been dedicated to promoting Eastern aesthetics and the internationalization of Chinese beauty culture [4][6] - The brand aims to provide professional aesthetic experiences through beauty education and lectures, reinforcing its mission to spread beauty concepts suitable for Eastern consumers [4][6]

但要看到，这种深耕于行业的具有普遍性的"造假"行为禁而难绝，远不只是个别商家"利欲熏心"这么简单，背后伴随的更是系统性、结构性的原因。如此 次报道中就援引业内人士的说法称，直播电商行业的"数据焦虑"，是虚假销量泛滥的根本原因之一。因为平台的推荐机制高度依赖"流量数据"和"销量数 据"，直播间的在线人数、互动率（评论、点赞、送礼等）等都直接影响平台流量分配。也就是说，商家不惜花钱来刷单，并不仅仅是为了给消费者制造 一种"热销"的假象，更是为了争取到平台的流量支持。可见，这种系统性的刷单行为，其实在很大程度上是由平台的"流量指挥棒"所决定的。 对此，可能有人认为，那么要求平台优化流量分配机制是不是就能解决问题？事情没那么简单。要知道，刷单模式下，平台本身也是获利者。最直观的一 点是，各个平台都喜欢自己的数据"好看"。也就是说，刷单横行的背后，不仅仅是商家需要让自己直播间看起来很"热闹"，各个平台也希望自家平台的数 据能够和其他平台抗衡。由此可以说，这种刷单生态实际上是由各平台之间的"数据"竞争所决定的。当平台深陷这种"数据竞赛"中，自然谁也不敢率先打 破被裹挟的惯性。相应的，平台对于真正遏制商家的刷单行为，也就欠 ...

近日，某直播平台上，一名美妆主播正卖力推销一款"限量"粉底液，评论区不断涌现"已拍""再加点货 吧"等留言，营造出抢购氛围。次日，这款宣称"已抢空"的商品却依然在售，库存充足。这并非个例， 当前，一些商家和主播通过伪造销量、互动与在线人数等数据，刻意制造"热销"假象。一些平台审核不 严，一些商家、主播及相关机构重营销、轻质量，重成交、轻售后，追逐短期利益，损害了广大消费者 合法权益。近日，市场监管总局有关负责人表示，《直播电商监督管理办法》将正式发布，明确对违法 违规行为的监管手段，构建全链条责任体系，形成监管执法闭环。 ...

Core Viewpoint - The report from Huafu Securities indicates that major platforms have extended their Double Eleven promotional periods, but the "promotional shopping" effect is weakening, with brands tightening discount levels and focusing more on regular sales [1] Group 1: Market Trends - Major platforms have staggered the start dates of their promotional events, leading to a diminished "shopping festival" effect [1] - Brands are reducing the discount intensity during promotions, indicating a shift towards regular sales strategies [1] Group 2: Regulatory Changes - The implementation of new regulations regarding cosmetic registration and filing is expected to enhance market concentration among leading companies [1] - The new regulations, effective from August 2025, will cover 34 technical standards, including requirements for ingredients like "colloidal silver" and "peptide raw materials," impacting a range of products from toothpaste to functional skincare [1] Group 3: Marketing and Sales Strategies - The importance of live streaming (店播) is increasing, with cosmetic brands focusing on comprehensive marketing and regular sales [1] - According to data from Qingyan, the brand Han Shu ranked first in comprehensive operations, while Proya and L'Oreal remained in the top ten, although brands emerging from the Douyin ecosystem showed more volatility [1] Group 4: Competitive Landscape - Affordable cosmetics face intense competition due to lower pricing, leading to higher marketing expense ratios, which may limit investment in research and development [1] - Despite these challenges, there is a trend towards increasing R&D investment to strengthen competitive capabilities, with product innovation and channel optimization expected to enhance profitability [1]

Core Viewpoint - The cosmetics industry, particularly Japanese cosmetics brands, is experiencing significant growth on platforms like Taobao, but faces challenges such as price chaos, intellectual property infringement, and channel disruption, necessitating effective price control strategies for sustainable operations [1][2]. Group 1: Common Issues Faced by Japanese Cosmetics Brands on Taobao - Price Chaos: Some distributors sell products below the official price, undermining the pricing structure and harming legitimate distributors [2][3]. - Intellectual Property Infringement: Unauthorized sellers often use official marketing materials, leading to consumer confusion and brand reputation damage [2][3]. - Channel Disruption: Unauthorized sales across regions and channels complicate inventory management and brand integrity [2][3]. Group 2: Practical Price Control Techniques - Utilize Taobao's Intellectual Property Complaints: Brands can file complaints against unauthorized sellers to remove infringing links quickly [4][5]. - Report Suspected Counterfeit Products: Complaints can be made against sellers using self-taken images to evade infringement claims while selling counterfeit goods [4][5]. - Source Management and Evidence Refutation: Brands should manage sources and prepare to counter seller appeals by providing evidence of infringement [4][5]. Group 3: Complaint Procedures and Evidence Requirements - Required Materials: Brands need to prepare trademark registration certificates, copyright registration, and evidence of infringement for effective complaints [5]. - Complaint Outcomes: Successful complaints can lead to penalties for the offending stores, including credit score deductions and link removals [5]. - Source Tracking: Brands can trace unauthorized sales back to regional distributors to enforce compliance with distribution agreements [5].

Core Insights - The export value of beauty cosmetics and personal care products reached 25.8 billion yuan in the first half of 2025, marking a year-on-year growth of 12% [1] - The Chinese cosmetics industry has become the world's largest consumer market, with a market size exceeding 1 trillion yuan for two consecutive years since 2023 [3] - Domestic brands have gained a market share of over 55%, showcasing significant market vitality and development potential [3] Industry Growth - The market transaction total for cosmetics in 2024 was 1,073.82 billion yuan, reflecting a year-on-year increase of 2.8% [3] - Retail sales of cosmetics above designated size reached 229.1 billion yuan in the first half of 2025, with a year-on-year growth of 2.9% [3] - The rapid rise of domestic beauty brands is supported by government policies aimed at promoting cultural and tourism consumption [3] International Expansion - Chinese beauty brands are accelerating their international expansion, with companies like Orange Group entering over 30 countries since 2021 [5] - The brand Mao Geping is also seeking to enter overseas markets, planning to establish department store counters and online stores in regions like Europe and Asia-Pacific [5][9] - The overall production, brand operation, and marketing capabilities of Chinese beauty brands have improved, leading to a surge in international presence [6] Company Performance - Up to August 5, 2025, Up Beauty Co. expects revenue between 4.09 billion and 4.11 billion yuan, a year-on-year increase of approximately 16.8% to 17.3% [8] - Mao Geping anticipates revenue of 2.57 billion to 2.60 billion yuan for the first half of 2025, reflecting a year-on-year growth of 30.4% to 31.9% [9] - Proya achieved a revenue of 2.36 billion yuan in Q1 2025, an increase of 8.13% compared to the previous year [10]

Core Viewpoint - Several major international cosmetics companies, including Estée Lauder, Shiseido, and Unilever, are facing lawsuits for selling products containing carcinogenic substances without warning labels, following a similar incident involving L'Oréal earlier this year [1][2]. Group 1: Lawsuit Details - The lawsuits were initiated by a consumer safety organization named Initiative for Safer Cosmetics, which filed four independent lawsuits in Los Angeles [2][3]. - The lawsuits claim that these companies violated California's Proposition 65 by selling products containing diethanolamine (DEA) without proper warnings [3][4]. - The Initiative for Safer Cosmetics is seeking civil penalties of up to $2,500 per violation, an injunction to stop the sale of the offending products, and reimbursement for legal fees [3][4]. Group 2: Proposition 65 Overview - Proposition 65 was established to protect California's drinking water from specific chemical contaminants and to inform citizens about potential exposure risks [4][5]. - Companies with 10 or more employees are required to provide warnings if their products contain chemicals known to cause cancer or reproductive harm [4][5]. - The law applies to products sold in California or online to California customers, regardless of the company's location [4]. Group 3: Diethanolamine (DEA) Specifics - Diethanolamine has been listed as a carcinogenic substance in California since 2012, based on evidence from animal studies [8][9]. - The concentration of DEA in cosmetics can range from 1% to 25% [6]. - While DEA is not banned in the U.S., it is prohibited in cosmetics in the EU due to its potential to form carcinogenic nitrosamines when combined with certain preservatives [12][14]. Group 4: Regulatory Implications - The increase in violations related to DEA has surged in 2024, with over 300 notifications reported, primarily targeting personal care and cosmetic products [12]. - Companies must ensure compliance with local regulations to mitigate legal risks, reflecting a broader trend of increasing regulatory scrutiny in the global market [14].

Market Overview - The Chinese foundation makeup market is expected to grow steadily, with the market size increasing from 73.19 billion yuan in 2022 to 93.70 billion yuan in 2024, and is projected to exceed 100 billion yuan in 2025, indicating a healthy and active industry phase [1][9][10] - Online sales are dominated by Douyin, which holds a 51.23% share of the online GMV, followed by Taobao with 29.02%, while Pinduoduo has surpassed JD, highlighting the potential of lower-tier markets [1][12][15] Consumer Insights - The core consumer group is aged 31-35, with 37.54% residing in third-tier cities or below; nearly 90% of consumers have skin blemishes, emphasizing the demand for coverage and long-lasting makeup [2][5] - Daily commuting (64.36%) and social gatherings (85.64%) are the primary usage scenarios, with consumers preferring natural makeup (70.24%) and valuing lightweight, breathable, and long-lasting products [2][5] Product Trends - The market is witnessing continuous upgrades in long-lasting makeup technology, with brands like Caitang and Laose achieving 24-hour wear through patented technologies; the trend of combining makeup with skincare is becoming mainstream [2][7] - Scene-specific innovations, such as mini portable products and exclusive solutions for different occasions, are gaining popularity, along with cultural empowerment and IP collaborations enhancing product appeal [2][7] Competitive Landscape - The foundation makeup category is primarily dominated by basic foundation products, with Douyin users showing a strong preference for three-dimensional makeup effects [1][16] - Estee Lauder leads the foundation liquid market on Taobao, while Douyin is dominated by brands like Passional Lover; in the cushion category, YSL has a significant advantage on Taobao, while Douyin is a stronghold for domestic brands like Ruikefu and Laose [1][25][29] Category Performance - The foundation makeup products can be categorized into four main types: base makeup, makeup primer, local touch-up products, and setting products [7] - The basic foundation category holds a dominant position across platforms, with Douyin's local touch-up category accounting for 8.7%, reflecting users' pursuit of a three-dimensional makeup look [1][16]