Core Viewpoint - The article highlights the successful marketing strategy of Yilian, a skincare brand under Furuida Biotech, through its immersive "Spray Festival" event in Jinan, which aims to enhance brand recognition and consumer engagement while showcasing its technological advancements in skincare products [2][9][21]. Brand Strategy and Marketing - Yilian's "Spray Festival" serves as a key annual marketing event, emphasizing the brand's youthfulness and technological prowess, with a projected online GMV exceeding 1 billion in 2024, reflecting over 30% year-on-year growth [2][18]. - The event featured interactive installations and a strong visual design, transforming the functional aspect of hydration into an emotional experience centered around "dopamine" [9][21]. - The brand leveraged its global ambassador, Zhang Linghe, to attract attention and deepen consumer connections, marking his first offline appearance as Yilian's spokesperson [6][9]. Consumer Engagement - The festival included various interactive experiences, such as a "Spray Door" and a "Fog Language Mailbox," allowing fans to engage creatively and personally with the brand [4][6]. - The event's climax was marked by Zhang Linghe's participation, which significantly heightened fan excitement and engagement [6][9]. Pre-Event Marketing - Yilian initiated a comprehensive marketing campaign 30 days prior to the event, utilizing online and offline channels to create buzz and drive participation, resulting in over 60 million reads and 2 million discussions on social media [11][13]. - The brand executed targeted advertising in 14 cities, including outdoor displays and digital promotions, to maximize visibility and consumer interest [15][17]. Product Innovation and Market Position - Yilian holds a leading position in the facial spray market, with a 26.82% market share on Douyin and a 10 billion GMV target for 2024, supported by a robust framework of technology research, market insight, and cultural narrative [18][19]. - The brand's commitment to technological innovation is evident in its product upgrades, such as the introduction of dual-patent hyaluronic acid and a new product line featuring a unique water/powder separation design [19][20]. Cultural Narrative - Yilian emphasizes a dual narrative of "technology + culture," rooted in its historical and cultural origins in Jinan, which enhances its brand identity and consumer connection [20][21]. - The "Spray Festival" reinforces this narrative by integrating product demonstrations, fan interactions, and emotional engagement, solidifying the brand's position in the skincare industry [21].

Core Viewpoint - The Chinese beauty industry is experiencing a dual landscape by 2025, where domestic brands are competing with international ones through advanced technology, while simultaneously facing consumer anxiety due to rapid demand changes and high innovation costs [2]. Group 1: Sunscreen Market Trends - The sunscreen market is shifting from basic protection to advanced features like "full-spectrum protection" and "high SPF with skin feel," driven by consumer demand for more effective products [3]. - Shiseido's Anessa brand showcased its upgraded "Little Gold Bottle," emphasizing its position as a "sunscreen expert" with a focus on product innovation and marketing [4][5]. - MISTINE, a leading brand in sunscreen sales, introduced its sixth-generation products, highlighting a scientific approach to skin care with unique features like the "御光滤" component [6][8]. Group 2: Hair Care Innovations - The scalp care segment is emerging as a new growth area in the beauty industry, with the Chinese hair care market expected to exceed 80 billion yuan by 2029 [12]. - Spes introduced a breakthrough in peptide technology for scalp care, while Proya showcased its research in scalp micro-ecology [14][15]. - The focus on personalized solutions in hair care is evident, with brands like Spes and Proya addressing specific scalp issues through innovative formulations [19]. Group 3: Anti-Aging Developments - The anti-aging sector is witnessing a trend towards the use of PDRN as a key ingredient, with multiple brands exploring its potential [20][21]. - Innovations in raw materials are expanding from recombinant collagen to functional proteins, as seen with the brand Zhenyan [22]. - The introduction of "cell-level" anti-wrinkle products is becoming a competitive focus, with brands like Huaxi Biotech leading the charge [24][27]. Group 4: Consumer Demand and Market Dynamics - Consumer expectations are rising, demanding products that offer "higher, faster, stronger" benefits while also seeking simplified routines [49]. - Brands are struggling with the challenge of rapid product development to meet these evolving consumer needs, leading to a competitive environment characterized by anxiety and urgency [49]. - The reliance on popular ingredients and marketing strategies is prevalent, but brands like MISTINE and Zhenyan are proving that true differentiation comes from foundational research and innovation [53]. Group 5: Scientific Communication and Brand Strategy - Leading brands are enhancing their scientific communication strategies to effectively convey product benefits and innovations to consumers [54][55]. - The integration of scientific evidence into marketing narratives is becoming crucial for brand positioning in a crowded market [57]. - The beauty industry is at a crossroads, where technological advancements and effective communication will determine the success of brands in navigating consumer demands and market challenges [58].