Core Viewpoint - The article highlights the significant shift in international beauty companies' strategies from "deepening local presence" to "empowering global results," driven by China's innovation ecosystem and supply chain capabilities [3][6][32]. Group 1: L'Oréal - L'Oréal views China as a crucial market and innovation hub, celebrating the 20th anniversary of its R&D center in China, emphasizing that investing in China is investing in the future [5][6]. - The company announced three major achievements at the expo, including the release of a sociology book on beauty, a partnership for consumer rights protection, and a strategic collaboration with Alibaba Cloud [7]. Group 2: Procter & Gamble - Procter & Gamble emphasizes innovation as a means to enhance consumer lives, focusing on consumer-centered strategies to drive category growth and value creation [9][10]. - The company has seen positive market responses to its commitment to innovation and consumer needs, leading to a more sustainable growth path [9][11]. Group 3: Estée Lauder - Estée Lauder's participation in the expo marks a significant moment as it showcases all its brands in China, reflecting its commitment to deepening interactions with Chinese consumers [14]. - The company reported a 9% organic sales growth in mainland China, highlighting its strong performance in the high-end beauty market [14]. Group 4: Shiseido - Shiseido positions itself as an industry innovator, focusing on addressing core challenges in the beauty sector while expanding its scientific and sustainable practices [17][18]. - The launch of the RQ PYOLOGY brand at the expo signifies Shiseido's commitment to the future of the beauty industry in China [19]. Group 5: Amorepacific - Amorepacific views the expo as a strategic platform for deep dialogue with the Chinese market, focusing on local innovation and sustainable development [21][22]. - The company aims to enhance its local R&D capabilities and consumer engagement through various initiatives [25][24]. Group 6: Kao - Kao emphasizes its commitment to the Chinese market, showcasing a diverse range of products and innovations at the expo [28][29]. - The company highlights its collaborative approach between its Japanese headquarters and local R&D teams to meet Chinese consumer needs [30]. Group 7: Henkel - Henkel's participation in the expo reflects its long-term strategic planning and commitment to the Chinese market, showcasing new products and innovations [37][39]. - The company aims to transition from a multi-brand operator to a value chain leader, enhancing its local manufacturing capabilities [39].

Core Viewpoint - The 2025 China International Import Expo (CIIE) saw a lower participation rate from leading beauty companies, reflecting a trend of market growth slowing down and companies opting for cost-saving measures while still seeking innovative product development and localized strategies [1][2]. Group 1: Product Innovation and Localization - New products are taking center stage, with a focus on localized customization being a key theme among multinational companies [2][4]. - Shiseido's medical beauty brand RQ PYOLOGY showcased a new project developed in collaboration with local institutions, emphasizing the importance of local partnerships in innovation [2][4]. - The introduction of a unique "skin rhythm" evaluation system by RQ PYOLOGY aims to provide precise skin condition analysis, highlighting a shift towards research-driven, localized product strategies [4][20]. Group 2: Mature Brand Strategy - Multinational companies are increasingly favoring the introduction of mature brands into the Chinese market as a pragmatic response to slowing growth, leveraging established supply chains and faster market entry [9][11]. - Shiseido's fragrance and beauty brand Serge Lutens made its debut at the expo, with plans for formal entry into the Chinese market next year [11][13]. - The professional skincare sector is also witnessing a wave of established brands entering the market, such as Amorepacific's Aestheline and L'Oréal's Dr.G, indicating a trend towards stability and reliability in brand offerings [11][13]. Group 3: Technological Innovation - Technology is redefining competitive boundaries, with brands like Kosé utilizing quantum computing to enhance product formulation efficiency [17][20]. - L'Oréal released a white paper on PDRN (Polydeoxyribonucleotide) applications in skincare, showcasing its potential in anti-aging and skin longevity [20][22]. - Chinese companies like Huaxi Bio are also responding to global anti-aging trends with systematic research on ECM (extracellular matrix) solutions, indicating a robust focus on scientific innovation [22][24]. Group 4: Market Trends and Consumer Focus - Beauty brands are shifting from aggressive marketing tactics to enhancing user experience, focusing on product efficacy and consumer needs [9][20]. - The emphasis on practical innovation reflects a broader industry consensus that growth is returning to a more rational and realistic trajectory, prioritizing verifiable product effectiveness over mere concepts [24].

Core Viewpoint - The article emphasizes Estée Lauder's commitment to the Chinese market through its participation in the China International Import Expo, showcasing a comprehensive strategy that includes local R&D and innovative technology to meet consumer demands [3][19]. Group 1: Strategic Commitment - Estée Lauder's CEO highlighted the importance of deepening local R&D and technological innovation to align with Chinese consumer needs [3]. - The company presented a complete brand matrix for the first time at the expo, featuring 17 brands across various categories, demonstrating its commitment to the Chinese market [8][9]. - The theme of the expo participation, "Reshaping the New Beauty Landscape, Together Towards a Prosperous Future," reflects the company's strategic evolution from being a participant to a co-creator in the beauty industry [4][6]. Group 2: Innovative Experiences - The expo featured an interactive innovation R&D zone, celebrating 20 years of innovation in China, where attendees could engage with advanced beauty technologies [10][11]. - New products included AI skin detection tools and ultrasound skin measurement devices, enhancing consumer interaction and experience [10][11]. - The introduction of a smart makeup application showcased the company's focus on personalized beauty solutions [11]. Group 3: Product Innovation - Estée Lauder launched over a hundred new products, including several global and China debuts, addressing specific consumer needs in skincare, makeup, and fragrance [20][22]. - The "Rejuvenating Essence Oil" exemplifies the company's response to the nuanced anti-aging demands of Chinese consumers, integrating years of research into a new product [22][24]. - The company is actively developing products tailored to the high-growth potential of the Chinese market, particularly in the medical beauty sector [26][28]. Group 4: Market Performance - The latest financial report indicated a 9% organic sales growth in mainland China, highlighting the company's strong performance in the high-end beauty market [29][30]. - Seven brands under Estée Lauder achieved double-digit growth in China, with La Mer showing nearly triple-digit growth [29]. - The establishment of a dedicated China innovation R&D center and the elevation of the China market to an independent reporting region reflect the company's strategic focus on local responsiveness [30][32]. Group 5: Future Outlook - The article concludes that Estée Lauder's strategic decisions and local market engagement are not just reactive but part of a broader, proactive approach to capitalize on China's vibrant consumer landscape [32][33].