Core Insights - Shiseido showcased over 50 new products at the 8th China International Import Expo, highlighting its latest achievements in medical aesthetics innovation, product development, and sustainable practices [1] - The launch of the "Shiseido Medical Aesthetic Cycle" and the RQ PYOLOGY brand, developed by a Chinese team, signifies Shiseido's commitment to local co-creation and innovation in the Chinese market [1][2] Group 1: Product Innovations - The RQ PYOLOGY brand features a core technology called "Triple Recombined Collagen Compound Technology," which precisely repairs all skin layers through a specific ratio of collagen types [2] - RQ PYOLOGY introduces a unique "Skin Rhythm Evaluation System" that quantifies skin conditions across six dimensions, providing consumers with detailed skin status reports [2] - The brand offers a comprehensive medical aesthetic skincare solution covering pre-procedure, intra-procedure, post-procedure, and home care phases, supported by a product system that integrates medical devices and imported cosmetics [2] Group 2: Scientific Approach - The "Shiseido Medical Aesthetic Cycle" aims to create a scientific collaborative system between medical aesthetics and home care, establishing a complete and sustainable skincare lifecycle [3] - Leveraging over 500 active ingredients from Shiseido's research library, the system enhances the synergy between medical aesthetics and daily skincare, ensuring superior efficacy [3] - Shiseido emphasizes its commitment to safety and quality by adhering to a mature operational system and safety standards developed over 20 years in Japan's medical aesthetics business [3]

Core Viewpoint - The 2025 China International Import Expo (CIIE) saw a lower participation rate from leading beauty companies, reflecting a trend of market growth slowing down and companies opting for cost-saving measures while still seeking innovative product development and localized strategies [1][2]. Group 1: Product Innovation and Localization - New products are taking center stage, with a focus on localized customization being a key theme among multinational companies [2][4]. - Shiseido's medical beauty brand RQ PYOLOGY showcased a new project developed in collaboration with local institutions, emphasizing the importance of local partnerships in innovation [2][4]. - The introduction of a unique "skin rhythm" evaluation system by RQ PYOLOGY aims to provide precise skin condition analysis, highlighting a shift towards research-driven, localized product strategies [4][20]. Group 2: Mature Brand Strategy - Multinational companies are increasingly favoring the introduction of mature brands into the Chinese market as a pragmatic response to slowing growth, leveraging established supply chains and faster market entry [9][11]. - Shiseido's fragrance and beauty brand Serge Lutens made its debut at the expo, with plans for formal entry into the Chinese market next year [11][13]. - The professional skincare sector is also witnessing a wave of established brands entering the market, such as Amorepacific's Aestheline and L'Oréal's Dr.G, indicating a trend towards stability and reliability in brand offerings [11][13]. Group 3: Technological Innovation - Technology is redefining competitive boundaries, with brands like Kosé utilizing quantum computing to enhance product formulation efficiency [17][20]. - L'Oréal released a white paper on PDRN (Polydeoxyribonucleotide) applications in skincare, showcasing its potential in anti-aging and skin longevity [20][22]. - Chinese companies like Huaxi Bio are also responding to global anti-aging trends with systematic research on ECM (extracellular matrix) solutions, indicating a robust focus on scientific innovation [22][24]. Group 4: Market Trends and Consumer Focus - Beauty brands are shifting from aggressive marketing tactics to enhancing user experience, focusing on product efficacy and consumer needs [9][20]. - The emphasis on practical innovation reflects a broader industry consensus that growth is returning to a more rational and realistic trajectory, prioritizing verifiable product effectiveness over mere concepts [24].

Core Insights - Shiseido made its global debut of the innovative medical beauty philosophy "Shiseido Medical Beauty Cycle" at the China International Import Expo, showcasing a new medical beauty brand RQ PYOLOGY developed by a Chinese team [1][3] Group 1: Medical Beauty Philosophy - The "Shiseido Medical Beauty Cycle" aims to create a collaborative system between medical beauty and home care, forming a complete and sustainable skincare lifecycle that includes precise measurement, professional care, and home maintenance [3] - The system leverages over 500 active ingredients from Shiseido's research library to enhance the synergy between medical beauty and daily skincare, ensuring exceptional efficacy [3] Group 2: Local Collaborations and Innovations - Shiseido highlighted its clinical validation of the "Medical and Cosmetic Combined Use" solution in collaboration with Shanghai Ninth People's Hospital, as well as the development of recombinant collagen medical devices with Chuangjian Medical [4] - The debut of the RQ PYOLOGY brand represents the practical application of the "Shiseido Medical Beauty Cycle" and exemplifies Shiseido's commitment to localized co-creation strategies [4] Group 3: RQ PYOLOGY Brand and Technology - The RQ PYOLOGY brand introduced its core technology, "Triple Recombinant Collagen Composite Technology," which precisely repairs all skin layers by balancing types I, III, and XVII collagen [5] - RQ PYOLOGY also established a unique "Skin Rhythm Evaluation System" that quantifies skin quality across six dimensions, providing consumers with detailed skin condition reports [5] - The brand offers a comprehensive medical beauty skincare plan covering the entire cycle from pre-surgery stabilization to post-surgery recovery and home care, supported by a product system of "Class II medical devices + original imported cosmetics" [5] Group 4: Future Outlook - Shiseido's CEO for China and Travel Retail emphasized that the Chinese market is a frontier for the application of innovative technologies, and the company will continue to expand the boundaries of beauty while promoting a more scientific and sustainable future for the skincare industry in China [5]

Core Insights - The eighth China International Import Expo (CIIE) focuses on "Better Quality, Better Life," showcasing international trends and innovations in consumer goods [6][9] - Foreign companies express optimism about the Chinese market, indicating plans to increase resource investment and local innovation [6][9] Consumer Goods Sector - The consumer goods exhibition area spans 84,000 square meters, featuring over 700 companies from more than 70 countries, covering categories like home goods, luxury brands, beauty, fashion, and outdoor sports [9] - Notable first-time exhibitors include global lifestyle brands such as Calvin Klein and TOMMY HILFIGER, adding fresh energy to the event [9] Brand Innovations - Uniqlo debuted its first knitwear collection in collaboration with artist KAWS and launched several designer collaboration series [7] - IKEA showcased its new product line for the Chinese New Year, leveraging the expo's platform to transform exhibits into market-ready products [7] Beauty and Personal Care - Shiseido introduced its innovative medical beauty philosophy and a new skincare brand tailored for Asian skin at the expo [8] - The event serves as a strategic platform for Shiseido to integrate its Chinese and travel retail businesses, enhancing brand recognition among local and international consumers [8][9] Emerging Trends - The expo highlighted new trends such as the silver economy, pet economy, and sports economy, with companies like Panasonic and IKEA launching products aimed at improving the quality of life for the elderly [10] - A dedicated pet-themed area featured 26 global pet brands, while major sportswear brands like Adidas and Nike attracted significant attention in the sports section [10]

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