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“一瓶多效”通吃美妆圈,真正的「精简护肤」来了?
3 6 Ke· 2025-06-10 03:39
风潮如螺旋般上升,不断循环同时也不断进步。这似乎是美妆行业永恒的规律。 早在1980年,Sisley推出的经典全能乳液,凭借"一瓶全效,终极保养"的功效承诺风靡全球;18年前,OLAY多效修护面霜成为当年的大爆品。后来伴随成 分党崛起,品牌们用消费者对玻色因、377等高效成分的崇拜统领市场,靶向精准、专一强效成为了研发"圣 经"。 到今天,风向似乎又回潮到"多而全":精华开始抗氧/美白/修护三效all in,防晒霜不仅防晒还得防黑防老,彩妆更是要化身"全能战士",恨不能一盒解决全 脸妆容。 从全能风靡到专效神坛、再回归如今的多效狂欢,美妆赛道似乎又画出了一个轮回。这究竟是消费理性的终极进化,还是新一轮营销内卷的开端?能否推动 市场走向更理性、更精简的未来? "多效"风潮席卷,精华防晒突破单一功效边界 放眼当下的美妆市场,一股"一瓶多效"的风潮正以前所未有的力度席卷核心品类。 《FBeauty未来迹》发现,2025年以来,品牌们在升级经典单品或推出新品时,都不约而同地将"多功能合一"作为核心卖点。这一现象在护肤精华、防晒以 及彩妆品类中尤其突出。 1.精华:从「专精」迈向「全能」。 长期以来,精华品类凭借其「针 ...
欧莱雅旗下品牌被传裁员、退出?
3 6 Ke· 2025-05-23 00:13
Core Viewpoint - The news reports that L'Oréal's acquisition of Stylenanda and its brand 3CE is facing challenges, including layoffs and speculation about exiting the South Korean market, although L'Oréal denies these claims [1][3][9]. Group 1: Company Performance and Strategy - Stylenanda initiated a voluntary retirement plan for employees related to the 3CE brand, indicating a contraction in its beauty segment after exiting the clothing business in 2024 [3][9]. - 3CE's revenue peaked in 2019 at 269.5 billion KRW (approximately 1.4 billion RMB), but has seen a steady decline in revenue from 2020 to 2024 [7][9]. - L'Oréal's official statement claims that 3CE has achieved double-digit growth in the South Korean market for three consecutive years, contradicting reports of its decline [9][23]. Group 2: Market Position and Competition - 3CE is reported to be the number one Korean beauty brand globally in 2023 and 2024, despite challenges in the South Korean market [10][23]. - The brand has expanded its presence in Southeast Asia and plans to re-enter the Japanese market in fall 2024, indicating a strategy to diversify its market presence [10][23]. - The competitive landscape in South Korea has intensified, with local brands gaining market share, which may impact 3CE's performance [20][23]. Group 3: Historical Context and Future Outlook - L'Oréal acquired Stylenanda in 2018 for approximately 400 billion KRW (about 2.1 billion RMB), but the exact ownership structure remains somewhat unclear [22][23]. - Previous exits of other L'Oréal brands from the South Korean market, such as Maybelline and Shu Uemura, raise concerns about the sustainability of international brands in this market [15][18]. - The future trajectory of 3CE will depend on L'Oréal's strategic decisions and its ability to adapt to changing consumer preferences and market dynamics [23].
新成立两大投资基金,欧莱雅继续投资中国
Sou Hu Cai Jing· 2025-04-03 06:20
正如前任欧莱雅北亚总裁及中国首席执行官费博瑞所说的那样,"中国市场很讲究速度和规模,必须得抓得足够快,才能在未来实现规模化。" 欧莱雅正在逐步扩大对美妆生态圈的投资。 3月31日,在2024/2025年度发展战略沟通会上,欧莱雅中国宣布成立两大全新投资基金——与凯辉基金和上海静安区合作成立"凯辉创美未来基金"基金,将 重点投资处于成长阶段的美妆品牌和相关企业;"美丽领航基金"由天图投资管理,与欧莱雅集团战略创新风险投资基金公司BOLD合作,旨在投资同领域的 早期公司。 "中国正引领全球美妆市场的未来,因此,'投资中国,就是投资未来'成为我们的核心战略。"欧莱雅北亚总裁及中国首席执行官博万尚表示,希望通过投资 的形式,支持中国美妆品牌及相关行业企业在中国市场扩张以及出海全球。 近年来,欧莱雅在中国市场进行了持续的投入。一方面,通过欧莱雅(中国)全权控股的上海美次方投资有限公司投资了包括深圳杉海创新技术有限公司、 电吹风品牌"zuvi原里",高端香氛品牌"闻献DOCUMENTS"和"观夏"等中国本土企业;另一方面,还通过成为凯辉创新基金LP,与高榕资本携手成立投资企 业等形式,间接覆盖了从消费到科创领域等多个品牌 ...