Core Viewpoint - The article discusses the controversy surrounding the effectiveness and pricing of Avene's thermal water spray, questioning whether it represents a "smart tax" for consumers due to its high price and minimal active ingredients [2][12]. Group 1: Product Composition and Effectiveness - Avene's thermal water spray is primarily composed of water and nitrogen, with no specific data on the mineral content of the thermal water provided by customer service [3][8]. - Industry experts express skepticism about the actual benefits of the spray, noting that its main function is to provide a temporary feeling of hydration and relief for sensitive skin [9][10]. - The spray's effectiveness is largely based on subjective user experiences, with limited objective data available to support its claimed benefits [9][10]. Group 2: Pricing and Market Position - The price of Avene's thermal water spray has significantly decreased, with current prices for a 300ml bottle dropping to double digits, compared to nearly 200 yuan in the past [3][12]. - Avene's spray is currently a best-seller on e-commerce platforms, reportedly selling 35 bottles per second and accumulating over 1 million orders [12]. - The article highlights consumer concerns regarding the value proposition of Avene's spray, suggesting that the cost may be more reflective of branding and marketing rather than actual product efficacy [13][14]. Group 3: Brand Background and Future Outlook - Avene, part of the Pierre Fabre Group, has been a prominent player in the Chinese market since its entry, with the thermal water spray being a key product for market penetration [13][14]. - The brand aims for double-digit growth in total sales across all channels for 2024, driven by a trend towards functional skincare products among Chinese consumers [14]. - The ongoing debate about the product's value and effectiveness raises questions about Avene's ability to maintain its reputation in the market [14].

Core Viewpoint - The article discusses the controversy surrounding the efficacy of Avene's thermal water spray, questioning whether it represents a "smart tax" for consumers due to its high price and minimal active ingredients [1][8]. Group 1: Product Composition and Efficacy - Avene's thermal water spray is primarily composed of water and nitrogen, with the official customer service stating that the water has low mineral content and matches the natural pH of human skin [3][5]. - The specific mineral content of Avene's thermal water is not disclosed, with only a mention of 266mg/L low mineral content and a calcium-magnesium ion ratio of 2:1 [3][5]. - Industry experts express skepticism about the actual benefits of the spray, suggesting that its primary function is to provide a temporary feeling of hydration and comfort rather than long-term skin care benefits [5][6]. Group 2: Market Performance and Pricing - Avene's thermal water spray is currently being promoted on e-commerce platforms, with prices significantly lower than in the past, indicating a drop in perceived value [8][9]. - The spray is reported to be a best-seller on Avene's official store, selling approximately 35 bottles per second and accumulating over 1 million orders [8]. - The parent company, Pierre Fabre, aims for double-digit growth in total sales across all channels for Avene in 2024, driven by a trend towards functional skincare products among Chinese consumers [9]. Group 3: Consumer Perception and Brand Positioning - There is a growing consumer sentiment questioning the value of high-priced sprays, likening them to bottled water with significant markup for branding and marketing [9]. - The article highlights the historical context of Avene's entry into the Chinese market, emphasizing its reputation as a pioneer for sensitive skin care since 1990 [9].