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 1 9 8 0 年，Sisl e y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；1 8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 、 3 7 7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a ll i n，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？ 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。 《FBe a u t y 未来迹》发现，2 0 2 5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" ...

整理 ｜ 贺哲 馨 #Big News# 第三季度雅诗兰黛中国实现增长，新任CEO积极拓展新渠道 新任CEO上任之后，雅诗兰黛中国的业绩有复苏迹象。 美东时间5月1日，雅诗兰黛公布第三季报，显示净销售额同比下降10%至35.5亿美元，在有机基础上同比下降 9%，表现略好于预期，毛利率增长3.1%，主要得益于集团"利润恢复与增长计划"（Profit Recovery and Growth Plan，简称PRGP）带来的正面影响。 在集团发给36氪的通告中特别提到，该季度雅诗兰黛集团中国大陆业务实现中个位数增长，主要由 La Mer（海 蓝之谜）、Estée Lauder（雅诗兰黛）和 Tom Ford驱动。 至此，中国大陆业务在过去四个季度中有三个季度 都实现了份额的增长。 不过，由于"战略性减少对代购渠道的依赖"等因素，雅诗兰黛全球护肤业务和旅游零售都出现了双位数下滑， 其中护肤业务净销售额下降了11%。彩妆品类也表现不佳，原因是M·A·C（魅可）由于新产品发布的发货时间 及发货量较去年同期不利，抵消了2025财年新品的积极影响。 香水部门出现了1%的下滑，但仍是集团表现最好的。 特别是最近几年发展迅速的奢侈 ...

Core Insights - The Estee Lauder Companies Inc. reported third-quarter fiscal 2025 results with both net sales and earnings declining year over year, primarily due to weak consumer sentiment and reduced conversion rates in China [1][2] Financial Performance - Adjusted earnings were 65 cents per share, surpassing the Zacks Consensus Estimate of 29 cents, but down 33% from 97 cents in the prior year [2] - Quarterly net sales reached $3,550 million, exceeding the Zacks Consensus Estimate of $3,507.2 million, but reflecting a 10% decline year over year [2] - Organic net sales decreased by 9% to $3,605 million [2] Category-Wise Revenue Results - Skin Care sales fell 12% year over year to $1,807 million, impacted by weak consumer sentiment and lower conversion rates among Chinese shoppers [3] - Makeup revenues declined 9% to $1,035 million, primarily due to weaker sales from key brands like M·A·C and Estée Lauder [4] - Fragrance revenues decreased 3% to $557 million, largely due to lower performance from Clinique and Estee Lauder [4] - Hair Care sales totaled $126 million, down 12% year over year, mainly due to Aveda's weaker performance [5] Regional Revenue Results - Sales in the Americas fell 6% year over year to $1,052 million [6] - Revenues in the EMEA region declined 18% to $1,358 million [6] - Asia-Pacific region sales tumbled 3% to $1,140 million [6] Margin Analysis - Adjusted gross margin improved by 310 basis points to 75%, driven by the Profit Recovery and Growth Plan (PRGP) [7] - Adjusted operating margin contracted by 270 basis points to 11.4%, due to increased investments and sales volume deleverage [8] Financial Health - The company exited the quarter with cash and cash equivalents of $2,631 million, long-term debt of $7,298 million, and total equity of $4,345 million [9] - Net cash flow from operating activities for the nine months ended March 31, 2025, was $671 million, with capital expenditures of $395 million [10] Restructuring and Future Outlook - The PRGP aims to transform the operating model, with expected restructuring charges between $1.2 billion and $1.6 billion before taxes [12][13] - The company anticipates a decline in reported net sales of 8-9% for fiscal 2025, with adjusted organic net sales expected to fall by the same percentage [14] - Adjusted EPS is projected to slump by 40-50%, ranging from $1.30 to $1.55 for fiscal 2025 [15]