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美妆联名回潮,但一半以上都是无效投入?2025美妆联名盘点
3 6 Ke· 2025-08-26 12:35
无论是B站、微博、小红书等各大平台纷纷下场举办二次元展会,还是暑期《全职高手》《盗墓笔记》展现出的强文旅目的地带动效果,又或是屡次刷新 记录的乙游周边消费和在下沉市场进一步蔓延的谷店文化…… 今年,谷子经济已成为最热的Z世代消费新风。IP营销也一跃成为大量品牌年轻化的必经之路。 美妆圈也不例外。8月还未结束,便有谷雨、雅诗兰黛、自然堂、MAC等多个品牌官宣启动IP联名并推出礼盒,为即将到来的七夕大战预热。 "今年美妆行业联名明显回潮,咨询和合作比去年高了很多。大量品牌都不想错过这波流量热潮。"IP联名服务商Cathy告诉我们。 某国产美妆品牌市场负责人露露也透露:"从去年下半年开始,二次元经济的热度就很高。所以今年也成为公司内要求的市场传播重点。老板内部要求是 人无我有,人有我多。" 但二次元领域自带的天然门槛和越来越卷的市场也难倒了不少品牌。据剁椒Spicy不完全统计,截止目前,今年已有近50个美妆品牌开启IP联名营销,不 乏品牌在一年内联名超3次,市场正变得愈发内卷。 同时,由于联名的不熟练,在合作圈层IP时,美妆品牌频频翻车。7月蜜丝婷与《光与夜之恋》的联名,MAC刚刚官宣与《世界之外》的联名,均因为联 ...
尼尔森解读北大CBI指数:618、双11大促成为品牌增长关键驱动
Ge Long Hui· 2025-08-22 06:39
国际机构尼尔森于8月22日发布报告,解读2025年第二季度"中国线上消费品牌指数(CBI)"及最新零售研 究数据,认为在618电商大促的带动下,中国二季度品牌消费持续回暖。把握电商大促增长机会,已成 为全球品牌在中国市场成功的关键。 根据2025年第二季度"中国线上消费品牌指数(CBI)",在中国线上消费品市场在电商大促与暑期消费旺 季的双重驱动下,指数展现出持续增长势头。CBI指数从2025年第一季度的63.38升至第二季度的 65.21,同比提升2.21%,较2023年基期增长9.7%,显示出中国消费者在大促期间对品牌商品的偏好持续 增强。 报告还提到,近10个季度CBI数据显示,中国社会零售在电商大促节点在电商大促季度呈现"量""质"齐 升特点,广大消费者已经对购物节的时点形成了稳定预期,"消费者不仅消费总量提升,且更倾向于选 择优质品牌产品,而非白牌商品,把握电商大促增长机会已经成为全球品牌在中国市场成功的关键"。 同时,今年电商大促周期显著拉长,部分平台促销期从17天延长至32天,叠加官方立减、国补优惠、平 台红包等多重激励措施,推动GMV(剔除退款后)显著增长。在第二季度,冰淇淋、啤酒、杀虫剂和防 ...
出行前备好应急物品、掌握自救及求救方法 暑期户外活动,这些技能需掌握(民生一线·暑期安全要当心)
Ren Min Ri Bao· 2025-08-19 22:09
核心阅读 暑期是户外游玩、探索自然的好时机,许多家长带着孩子奔向山野溪涧,在大自然中收获成长。然而, 面对复杂多变的户外环境,安全这门"必修课"也要上好。做好充分的行前应急准备、掌握正确的自救求 救常识,才能让快乐与安心同行。 暑假期间,不少家长选择带孩子到户外游玩。然而,户外环境复杂多变,潜藏着一些风险隐患。亲子户 外游玩要做好哪些准备?如何正确应对伤病?遇到危险如何自救、求救? 备好野外生存应急物品 暑假期间,如果家长带着孩子前往高山、草原、沙漠等地旅行,出发前要做哪些准备? 前不久,内蒙古自治区呼和浩特市新城区的张先生带着10岁的儿子,前往包头市九峰山景区徒步。由于 对目的地缺乏了解,在导航的错误指引下,父子俩意外进入一座野山。山里雾气大,手机信号中断,两 人很快便迷失方向。辗转近3个小时后,遇到了巡逻民警,两人才顺利出山。 携带药箱处置伤病情况 户外出行时还需注意疾病预防。7月中旬,鄂尔多斯市杭锦旗的包女士一家三口从草原游玩回来后,孩 子突然出现发热、皮肤局部红肿的症状,就诊后确认是蜱虫叮咬导致的发热伴血小板减少综合征,病情 危险,经抗生素等药物治疗一周后才痊愈。 "蜱虫常栖息于植被茂密的地方,能够传 ...
低价防晒霜工厂调查:成本仅3元,能获取约9倍利润
Cai Jing Wang· 2025-08-14 03:21
来源:每日经济新闻 作者:范芊芊 舒冬妮 8月7日已立秋,但国内大部分地区仍处于一年中紫外线最强的时间段,作为越来越多人的刚需,防晒霜 正值销售旺季。 电商平台上有着各种品牌和价位的"防晒霜",仅以防晒系数(SPF)50的产品为例,其价格就从几十元 到几百元不等。在短视频平台和批发平台,有的防晒霜甚至低至每支0.99元、2.99元,这些价廉的防晒 霜累计销量超过百万支。 为何同样防晒系数的产品价格差距如此之大?为何有的产品每支低至不到1元?7月21日~8月12日, 《每日经济新闻》记者就此对多家防晒霜生产工厂展开调查。 调查中,有从业人士直言行业"水太深",一些厂家通过防晒剂"缺斤少两"等方式控制成本,让一支50ml 软管防晒霜的原料成本可能只需几元,即便加上包装等支出,每支成本也仅3元多。厂家即便以30元的 价格出售这些"缺斤少两"的产品,也能获得约9倍利润。 防晒值虚标、"挂羊头卖狗肉"也是常见套路,不少产品标示防晒系数50,但实际无法达到效果,因为工 厂送检时是合规品,但真正量产时,却抱着"抽检不到"的侥幸心理对产品偷工减料。 记者在调查过程中还发现,无技术、无"特殊化妆品注册证"(以下简称特证)、无生 ...
江西吉安海关助企出海
Jing Ji Ri Bao· 2025-08-10 22:02
Core Insights - The demand for "summer products" such as air conditioning refrigerants, swimsuits, and sunscreen is rising due to high temperatures globally [1][2] - Local companies in Ji'an, Jiangxi Province are seizing international market opportunities, with significant increases in export orders [1] - The Ji'an Customs has implemented a "three-special mechanism" to assist companies in navigating market opportunities and regulatory challenges [1][2] Group 1 - Ji'an Customs has actively engaged with local manufacturers to provide precise guidance on foreign regulations and export processes, facilitating smoother export operations [2] - In the first half of the year, exports of "summer products" from Ji'an, including air conditioners, refrigerators, fans, and swimsuits, reached 30.074 million yuan, a year-on-year increase of 327% [2] - The introduction of a batch inspection reform for hazardous chemicals has significantly reduced customs clearance times for summer products [2] Group 2 - The issuance of certificates of origin has enabled companies to benefit from tariff reductions in importing countries, enhancing their competitive edge in international markets [3] - Ji'an Customs has been proactive in aligning with high-standard trade rules and guiding companies to effectively utilize preferential tax policies [3]
把握夏日“凉”机
Jing Ji Ri Bao· 2025-08-08 22:00
Group 1 - The core viewpoint of the articles highlights the booming "cooling economy" in Qingdao, driven by rising temperatures and consumer demand for summer products and services [1][2][3] - Various summer products such as air conditioning, sun protection clothing, and cooling household items are experiencing strong sales, with innovative offerings meeting new consumer needs [1][2] - The clothing market, particularly for sun protection and outdoor sports apparel, is showing significant growth, with consumers increasingly willing to purchase these items [1][2] Group 2 - The concept of "one-degree effect" in economics suggests that a 1°C increase in temperature can significantly impact product sales, leading to a surge in demand for cooling products and services [2] - Tourist attractions in the Shinan District are becoming popular summer destinations, with beaches and scenic spots attracting large crowds [2][3] - The Qingdao First Bathing Beach is enhancing its services through facility upgrades and improved customer experience, contributing to the overall growth of the summer tourism economy [3]
国产“度夏三宝”风靡海外 便携风扇、遮阳篷和太阳镜淘宝境外销量突破百万
Xin Hua Cai Jing· 2025-08-07 05:17
Group 1 - The extreme heat wave has led to a surge in global demand for summer products from China, particularly portable fans, sunshades, and sunglasses, with total sales exceeding one million units in just two months [1] - Different regions exhibit diverse preferences for summer products, such as swimwear in Kazakhstan, mosquito repellent in Hong Kong, sunscreen in Japan, portable fans in Southeast Asia, and sunshades in Thailand, indicating a growing variety in consumer needs [1] - In Australia, despite being winter, there is a strong demand for cooling products, with a reported over 20% year-on-year growth in GMV for these items during June and July [2] Group 2 - The introduction of the "Taobao Tmall Overseas Growth Plan" in 2024 has significantly boosted cross-border e-commerce, allowing merchants to retain control over pricing and inventory without additional operational costs [2] - The innovative fan lamp, which combines lighting and cooling functions, has seen a remarkable 380% year-on-year increase in GMV, highlighting a new trend in summer consumer products [2]
2025年第31周:美妆行业周度市场观察
艾瑞咨询· 2025-08-06 00:06
Industry Environment - Fermented skincare is emerging as a new trend in the beauty industry, utilizing microbial technology to convert natural ingredients into effective active components, with a projected market size of 15 billion yuan by 2030 and an annual growth rate of 15% [2] - The 2025 Douyin E-commerce Skincare Trend White Paper reveals four major trends: technological skincare, medical beauty scenarios, targeted care, and emotional skincare, indicating a shift towards scientific and refined consumer demands [3] - The global perfume market is expected to grow from $53 billion in 2025 to $77.53 billion by 2032, with luxury brands like Chanel and Kering's beauty business performing well amid market challenges [4] - The medical beauty sector is becoming a new hotspot in the beauty consumption market, with the Chinese medical beauty market projected to reach 350 to 400 billion yuan by 2025, driven by the Z generation [5] - Small and niche brands are gaining traction in the global beauty market, appealing to younger consumers who prioritize brand values and cultural resonance [6] - In the first half of 2025, the global beauty market saw 61 investment events, with a focus on skincare and personal care sectors, highlighting a significant interest in upstream technologies [7] Company Dynamics - Huaxizi has appointed Wang Junkai as its first global color makeup ambassador in an attempt to revive declining sales, which have seen a 21.19% year-on-year drop in online GMV for 2024 [9] - Estée Lauder's high-end hair care brand Aveda has opened its first flagship store in China, emphasizing a holistic approach to beauty that integrates natural wisdom and immersive experiences [10] - ColorWow, a professional hair care brand, was recently acquired by L'Oréal for $1 billion, showcasing the success of its founder Gail Federici in the hair care industry [11] - Onitsuka Tiger has launched a new perfume line, marking its entry into the beauty sector and aligning with its high-end, fashion-forward strategy [12] - Plant Doctor has been accepted for IPO, focusing on high-altitude plant products, but faces challenges in growth and online transformation [13] - A hair oil brand has topped Douyin's sales charts, driven by increased demand for hair care products among university students during the summer [14] - JD Health has opened its first offline medical beauty clinic in Beijing, aiming to leverage its supply chain advantages in a competitive market [15] - Unilever is focusing on high-end beauty and growth categories as part of its "tail-cutting survival" strategy, with a 1.9% global revenue increase projected for 2024 [17]
韩媒:韩国人为何爱打遮阳伞
Huan Qiu Shi Bao· 2025-08-05 22:52
Group 1 - The usage of sun umbrellas in South Korea has significantly increased due to ongoing high temperatures, with sales of sun and rain umbrellas rising by approximately 25% from July 19 to 21 compared to the previous week [1] - Online shopping platforms in South Korea reported a 42% increase in sun umbrella sales during the same period [1] - The primary reason for using sun umbrellas and sunscreen products is to prevent skin cancer rather than merely avoiding tanning, as stated by medical experts [1] Group 2 - The trend of using sun umbrellas is not limited to Asia; it is also gaining popularity in the United States due to extreme heat conditions [2] - Historically, sun umbrellas were popular in the U.S. until the late 1990s but were replaced by hats and functional clothing; however, they are now experiencing a revival [2] - Many Americans are realizing that relying solely on hats and handheld fans is insufficient in extreme heat, making sun umbrellas a more effective solution [2]
不卷UPF,防晒衣还有什么故事可讲?
Hu Xiu· 2025-08-03 02:14
Core Viewpoint - The sunscreen clothing market is experiencing a shift as consumers become more discerning about marketing claims and product effectiveness, leading to a decline in the reliance on high-tech narratives and premium pricing strategies [4][12][28]. Group 1: Market Trends - There is a growing trend of brands expanding their product lines from sunscreen clothing to include items like sunscreen hats, face masks, and creams [3][36]. - Despite the skepticism surrounding sunscreen clothing, the overall interest in sun protection continues to rise, with consumers increasingly linking it to anti-aging benefits [12][27]. - The popularity of outdoor activities such as hiking and climbing is influencing consumer preferences for sunscreen products, leading to a demand for stylish and functional designs [30][31]. Group 2: Consumer Behavior - Consumers are becoming more knowledgeable and critical of marketing claims related to UPF (Ultraviolet Protection Factor) and other performance metrics, leading to a decline in the perceived value of high-priced sunscreen clothing [7][19]. - Many consumers are opting for lower-priced alternatives or substituting sunscreen clothing with regular shirts and cover-ups due to doubts about the effectiveness of marketed products [19][26]. - The skepticism extends to the claims of cooling effects and other performance indicators, with consumers increasingly questioning the validity of these assertions [17][18][24]. Group 3: Regulatory and Compliance Issues - Reports have surfaced indicating that many sunscreen clothing items on the market do not meet national standards for UV protection, with some brands falsely advertising their UPF ratings [10][22]. - The prevalence of misleading marketing practices and non-compliance with regulations is eroding consumer trust in the sunscreen clothing category [21][23]. Group 4: Product Development and Innovation - Brands are now focusing on creating aesthetically appealing products to meet consumer demands for both functionality and style, as the previous emphasis on technological claims is losing effectiveness [29][35]. - New product categories such as sunscreen shirts and pants are emerging, with brands like Xiaoye Hezi and Camel launching innovative designs to capture market interest [35][43]. - The introduction of face masks as fashionable items demonstrates a shift in consumer perception, with brands capitalizing on this trend to enhance their product offerings [37][44].