在当下男性理容市场精细化、品质化转型的时代浪潮中，中国男士洗护品牌正迎来前所未有的发展机 遇。专注香氛洗护赛道的致野，凭借与国际一流香精公司奇华顿的深度合作、科技驱动的产品理念，以 及"香型有骨，香定于心"的品牌主张，正迅速成为行业中新锐而硬核的存在。 一、品牌内核：以香为骨，诠释现代男士精神气质 致野自创立之初，便明确聚焦于25至50岁的现代男士群体。他们沉稳而不失活力，注重形象更追求内 涵，拒绝盲目从众，渴望通过产品传递个人态度与品味。致野深刻洞察这一群体的情感需求，将"香"作 为核心载体，不止于清洁功能，更致力于成为使用者个性与自信的延伸。 在祛痘、控油、除螨等男士痛点问题上，致野也交出了亮眼的答卷。其祛痘科技采用微囊化水杨酸、烟 酰胺等成分，实验室数据显示，使用后长痘频率降低93.33%，痘印淡化率达96.67%。除螨方面，经权 威检测，除螨率达到100%，控油技术与皮脂调节能力同样表现出色，深受油性及混合性肌肤用户认 可。 三、产品矩阵完整，覆盖多场景洗护需求 致野目前已建立起包括香氛沐浴露、香氛洗发水、香氛喷雾及香水在内的完整产品线，满足男士从日常 清洁、运动后焕活到社交场合形象管理的全场景需求。 ...

Investment Rating - The report provides a positive investment rating for the beauty and personal care industry, highlighting significant growth potential in various segments [1]. Core Insights - The beauty and personal care industry is experiencing a surge in user engagement, particularly in makeup and fragrance categories, driven by trends such as emotional healing and cultural collaborations [3][8]. - The report emphasizes the importance of understanding consumer trends, such as the rise of mini makeup products and the integration of fragrance into personal care routines, which are reshaping market dynamics [10][90]. User Trends - Trend 01: The rise of "mini makeup" products, with searches for mini makeup increasing by 145% year-on-year, indicating a shift towards portable beauty solutions [15][17]. - Trend 02: The "island makeup" trend reflects a desire for quick, effective beauty solutions that cater to the vacation mindset, with related searches up by 350% [38][44]. - Trend 03: The "no foundation makeup" trend is gaining traction, with a 262% increase in searches, as consumers seek lightweight, breathable products for warmer months [76][78]. Fragrance Trends - Trend 01: The focus on "energy fragrances" is growing, with a 165% increase in related searches, as consumers seek scents that resonate with their emotional states [92][94]. - Trend 02: The "memory fragrance" trend utilizes scents to evoke memories, with significant engagement on platforms like Xiaohongshu, indicating a strong consumer interest in personalized fragrance experiences [100][102]. - Trend 03: The trend of "DIY fragrances" is emerging, with a 52% increase in searches for DIY scent combinations, reflecting a growing consumer interest in personalized fragrance solutions [180][182]. Category Trends - The report identifies a significant expansion in the women's hygiene products sector, with trends such as "therapeutic sleepwear" and "private care" gaining traction due to increased consumer awareness and demand [188][194]. - The "absorbent pads" trend highlights a growing need for incontinence products, with a staggering 813% increase in related searches, indicating a previously underserved market [217][223]. - The "facial cleansing wipes" trend is also on the rise, with a focus on convenience and user experience, particularly for travel and outdoor activities, as evidenced by a 134% increase in related discussions [238][250].