文 | 刘丽丽 大牌喷雾频频被网友吐槽成分只有水，疑似"智商税"。理肤泉舒缓调理温泉水喷雾首先中 招，而靠喷雾打开中国市场的另一国际品牌雅漾，是否也在收"智商税"？ 对于雅漾喷雾发挥作用的原理，电商平台雅漾官方旗舰店客服人员对《 BUG 》栏目表示， 雅漾喷雾的灵魂成分是活泉水，但目前并没有该泉水所含各类微量元素的具体数据，使用效 果有检测数据的也仅有皮肤含水量一项。 化妆品行业资深人士则直言，理肤泉和雅漾的喷雾产品非常像，成分就是水，只不过水的来 源不一样。对于水里含有的一些矿物质或者微量成分，该人士称自己保持质疑，"因为功效 不是太明确。" 和当年近 200 元一瓶的价格相比，现在雅漾喷雾的价格已经"跪了"， 300 毫升喷雾单价 已经跌至 2 位数。 数据云山雾罩 很多中国消费者认识雅漾都是从一瓶喷雾开始。但这瓶喷雾到底是怎么实现其宣称的功能 的，其实很多消费者并不是很清楚。 对于雅漾喷雾发挥作用的原理，雅漾官方旗舰店客服人员 对《 BUG 》栏目表示，雅漾活 泉水是低矿物含量的活泉水，和人体肌肤的天然 PH 值匹配。 无论有效物质含量多少，喷雾喷到脸上后会很快蒸发，如何发挥作用？雅漾官方旗舰店客服 人 ...

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].