美妆行业 周度市场观察 行业环境 头部品牌动态 投资运营 产品技术 营销活动 2025/11.10-11.16 第 47 周 涨价 VS 降价，美妆零售业的冰火两重天； 2025抗老黑科技：从耐受到重建，再到"长寿护肤"； 彩妆柜台，正在悄悄决定商场的朋友圈。 行业环境： 1. 涨价 VS 降价，美妆零售业的冰火两重天 关键词：美妆行业,定价策略,涨价策略,降价策略,消费者信心 01 行业趋势 Industry Trends 本周看点： 概要：美妆行业因关税问题面临成本压力，品牌采取不同定价策略应对市场变化。部分品牌如 Elf Beauty选择透明化提价，强调供应链优化和全球扩张；而消费者在高端渠道内更关注性价比， 香水品类则偏好高端产品。另一部分品牌如BeautyStat通过降价提升销量，但高端品牌需谨慎 以免损害形象。同时，品牌收缩产品线并加强与电商平台合作，如亚马逊和TikTok Shop，以 触达价格敏感消费者。DTC品牌转向个性化促销，依托CRM系统精准营销。产品创新成为关键， 通过规格调整、功能升级和多元化包装提升竞争力，避免过度促销稀释品牌价值。 原文链接：https://www.c2cc.cn ...

Group 1: Market Trends - The beauty retail industry is experiencing a dichotomy between price increases and decreases, with brands adopting different pricing strategies to cope with cost pressures from tariffs and market changes [3] - Some brands, like Elf Beauty, are opting for transparent price increases while others, such as BeautyStat, are lowering prices to boost sales, particularly in high-end channels where consumers are more price-sensitive [3] - The market for anti-aging skincare is projected to reach 85 billion yuan by 2025, growing at 11%, with a shift towards systematic scientific management and consumer preference for long-term efficacy [4] Group 2: Consumer Behavior - Color cosmetics are becoming a key driver for attracting younger consumers in shopping malls, with a focus on emotional expression and social attributes, particularly among women aged 18-35 [5] - The trend of "experiential marketing" is evident, as consumers engage in try-on experiences that create a loop of offline experience leading to online sharing [5] - The demand for high-efficacy products is rising, with live-streaming platforms like Douyin playing a significant role in driving sales, particularly for domestic brands [9] Group 3: Brand Performance - Domestic brands are showing strong performance during promotional events, with Pechoin entering the top 4 on Douyin and domestic brands dominating the top 10 in the beauty category [6][8] - The beauty industry is facing challenges, with many brands experiencing revenue declines, while Marubi Biotech reported a 25.51% increase in revenue, attributed to its focus on R&D and a strong product strategy [14] - Natural Hall, a veteran domestic brand, is struggling with growth, facing challenges such as over-reliance on its main brand and high marketing costs, which are squeezing profits [15] Group 4: Innovation and Technology - La Roche-Posay has introduced a new supermolecular technology in its skincare products, emphasizing scientific innovation and skin health [10][11] - The emergence of new skincare brands focusing on light medical beauty and anti-aging solutions reflects a broader trend towards personalized and scientifically-backed skincare [12] - The industry is witnessing a shift towards age-appropriate skincare, with brands advocating for simpler, more effective routines for children, amidst concerns over the commercialization of children's skincare products [13]