Core Insights - The rise of short dramas in the Chinese market has attracted significant investment from beauty companies, with major players like Proya, Shiseido, Marubi, and Bethany actively participating in this trend [1][2][4] - Short dramas have proven to be effective marketing tools, generating substantial viewership and sales for brands, with some series achieving over 10 billion views [1][2][3] - However, the increasing competition in the short drama space has led to concerns about diminishing returns and effectiveness, prompting some companies to reconsider their strategies [5][6][7] Company Summaries - **Proya**: Launched multiple short dramas in 2023, including "The Full-Time Husband Training Plan," which garnered 3.6 billion views. The brand's sales through Douyin reached approximately 33.4 billion yuan in 2023, a 374.4% increase year-on-year [2][3] - **Shiseido**: Released nearly 30 short dramas from 2023 to 2024, with significant viewership and sales impact, including a notable 793.6 million units sold of a featured product [2][4] - **Marubi**: Continued to invest in short dramas, with a total viewership exceeding 12 billion across various series. The company reported a 39.31% increase in sales expenses in 2025, reflecting the rising costs of online marketing [4][9][10] - **Bethany**: Although previously involved in short dramas, the company has indicated a shift away from this strategy in the coming years [6][7] Industry Trends - The short drama marketing strategy has become increasingly popular among beauty brands, with many integrating product placements into their narratives to drive sales [1][4] - The cost of producing short dramas has risen significantly, with estimates for high-quality productions ranging from 6 to 8 million yuan per episode, leading to increased marketing expenses for companies [7][10] - Despite initial success, the market for short dramas is becoming saturated, leading to concerns about the effectiveness and ROI of such marketing efforts [5][6][7]