当快节奏、高压力成为日常生活的代名词，来自情绪的深层需求正在慢慢改写 个人与家庭 护理 的消费逻辑。这两大品类的消费已从单纯的功能满足，转向对感官慰藉与心灵疗愈的 追求。 香氛经济正悄然到来。 二、成分研发与技术创新形成产品壁垒 当人们在清晨从柑橘香的洗面奶中醒来，在紧张工作中用松木香护手霜安抚焦虑 ，再 到深 夜钻入带着花果香的柔软睡衣，这些带着嗅觉魔法的个人与家庭护理产品，早已超越其使用 功能本身。 举手投足间 所带来的香气是现代人疗愈自我、营造家庭仪式感的出口。 一场 关于 "感官慰藉" 的消费革命正在上演 。 例如，在身体护理品类中，香氛功效的市场表现尤为突出。 Worldpanel消费者指数的数 据显示， 截至2025年第二季度的52周， 带有香氛功效和情绪体验属性的身体乳产品连续 两年保持双位数增长 ，其销额占比也显著扩大。显然，香氛已成为个人与家庭护理品类增 长的重要驱动因素。 本文将从 消费需求升级 和 成分与技术创新 两个角度，对这一趋势背后的核心驱动力进行 解析。 一、消费者的情绪价值需求推动消费决策升级 如今，香氛已成为满足情绪需求的重要载体，品牌通过花香、木质香、柑橘香等不同的香调 来 ...

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].