Core Viewpoint - The competition in the beauty and skincare sector during this year's Double Eleven shopping festival is intense, with brands aggressively promoting anti-aging claims despite regulatory risks [1][2][3]. Group 1: Marketing Strategies - Many beauty brands are using "anti-aging" and "anti-aging" as key marketing slogans to address consumer anxieties about aging [2]. - Brands like Proya and Pechoin are prominently featuring "anti-aging" in their promotional materials, with specific product claims such as "scientific anti-aging" and "visible youth in 4 weeks" [9][12]. - Despite these claims, some brands' customer service representatives have stated that their products do not have anti-aging effects, highlighting a contradiction in marketing versus product classification [10][13]. Group 2: Regulatory Compliance - The National Medical Products Administration has not recognized "anti-aging" as an approved claim under the 26 categories of cosmetic efficacy, making such claims a regulatory risk [2][15]. - Several brands have faced administrative penalties for making unapproved efficacy claims, indicating a growing concern over compliance in the industry [4][17]. - The current regulatory framework requires that any claims made must be supported by scientific evidence, which many brands fail to provide, leading to potential accusations of false advertising [15][16]. Group 3: Market Dynamics - Despite previous penalties, many brands continue to push the boundaries of regulatory compliance, suggesting that the cost of non-compliance is perceived as low compared to the potential sales benefits of appealing to consumer desires for anti-aging products [18]. - The strong consumer demand for anti-aging products drives brands to prioritize short-term profits over long-term regulatory compliance, creating a challenging environment for maintaining ethical marketing practices [18][19].

Core Viewpoint - The competition in the beauty and skincare sector during this year's Double Eleven shopping festival is intense, with brands aggressively promoting anti-aging claims despite regulatory risks [1][2][3]. Group 1: Marketing Strategies - Many beauty brands are using phrases like "anti-aging" and "anti-aging" to directly address consumer anxieties, making these terms central to their marketing campaigns [2][3]. - Brands like Proya and others are heavily promoting their products as capable of delivering anti-aging benefits, with specific claims about visible results within a short timeframe [8][11]. - New brands, such as Guyu, are also launching dedicated "anti-aging" live streams, emphasizing these claims during promotions [16]. Group 2: Regulatory Compliance - The National Medical Products Administration has not recognized "anti-aging" as an official claim category, which places brands in a precarious position regarding compliance [2][20]. - Several brands have faced administrative penalties for making unverified claims about their products' anti-aging effects, indicating a growing scrutiny from regulators [4][25]. - Despite previous penalties, many brands continue to push the boundaries of compliance, suggesting a calculated risk in pursuit of higher sales [5][26]. Group 3: Consumer Demand and Market Dynamics - There is a strong consumer demand for anti-aging products, which drives brands to use more appealing terms like "anti-aging" over compliant terms like "anti-wrinkle" [26]. - The perceived low cost of regulatory violations compared to the potential sales gains encourages brands to take risks with their marketing claims [26][27]. - The article suggests that a healthy market relies on brands respecting consumer trust and regulatory boundaries, rather than exploiting them for short-term gains [27][28].

Core Viewpoint - The article discusses the intense competition in the beauty and skincare sector during the Double Eleven shopping festival, highlighting the aggressive marketing strategies employed by brands, particularly the use of "anti-aging" claims that skirt regulatory boundaries [1][2][4]. Group 1: Marketing Strategies - Many beauty brands are using "anti-aging" and "anti-initial aging" as key marketing slogans to attract consumers, emphasizing the emotional appeal of retaining youth [2][8]. - Brands like Proya and Pechoin are prominently featuring "anti-aging" in their promotional materials, despite the lack of regulatory approval for such claims [8][12][16]. - New brands, such as Guyu, are also engaging in similar marketing tactics, creating dedicated live streams to promote their "anti-aging" products [19][21]. Group 2: Regulatory Concerns - The National Medical Products Administration has not recognized "anti-aging" as a valid claim within the 26 categories of cosmetic efficacy, making such marketing potentially non-compliant [3][25]. - Several brands have faced administrative penalties for making unapproved efficacy claims, indicating a growing scrutiny from regulatory bodies [5][29]. - Despite previous penalties, many brands continue to push the boundaries of compliance, suggesting a calculated risk approach to marketing [30][31]. Group 3: Consumer Demand and Brand Behavior - The strong consumer demand for "anti-aging" products drives brands to prioritize short-term sales over regulatory compliance, viewing the risks as manageable [30]. - The article suggests that the true boundary lies in the respect brands have for consumers, emphasizing the importance of ethical marketing practices [31][32].