Core Viewpoint - The article discusses the aggressive marketing strategies of beauty brands during the Double Eleven shopping festival, particularly focusing on the controversial use of "anti-aging" claims that are not officially recognized by regulatory authorities [5][6][9]. Group 1: Marketing Strategies - Beauty brands are heavily promoting "anti-aging" and "anti-initial aging" as key selling points during the Double Eleven sales event, aiming to capture consumer attention and spending [6][12]. - Brands like Proya and Pechoin are using bold claims in their marketing, such as "scientific anti-initial aging" and "significantly anti-aging, looking 10 years younger" [14][25]. - Despite regulatory warnings, many brands continue to push the boundaries of compliance, with some even providing contradictory information regarding their products' capabilities [18][20]. Group 2: Regulatory Environment - The National Medical Products Administration has not recognized "anti-aging" as a valid claim under the 26 categories of cosmetic efficacy, making such marketing a risky venture [8][30]. - Several brands have faced administrative penalties for misleading claims, indicating a growing scrutiny of cosmetic advertising practices [10][32]. - The current regulatory framework categorizes cosmetics into special and ordinary types, with "anti-aging" claims falling outside the recognized efficacy categories, leading to potential legal repercussions for brands [28][29]. Group 3: Consumer Demand and Brand Behavior - There is a strong consumer demand for "anti-aging" products, which drives brands to prioritize short-term sales over compliance with regulations [33]. - The perceived low cost of regulatory violations encourages brands to take risks, as the potential profits from appealing marketing often outweigh the penalties [34]. - The article suggests that a healthy market should prioritize consumer trust and ethical marketing practices, rather than exploiting consumer anxieties for profit [36].

Core Viewpoint - The article discusses the intense competition in the beauty and skincare sector during the Double Eleven shopping festival, highlighting the aggressive marketing strategies employed by brands, particularly the use of "anti-aging" claims that skirt regulatory boundaries [1][2][4]. Group 1: Marketing Strategies - Many beauty brands are using "anti-aging" and "anti-initial aging" as key marketing slogans to attract consumers, emphasizing the emotional appeal of retaining youth [2][8]. - Brands like Proya and Pechoin are prominently featuring "anti-aging" in their promotional materials, despite the lack of regulatory approval for such claims [8][12][16]. - New brands, such as Guyu, are also engaging in similar marketing tactics, creating dedicated live streams to promote their "anti-aging" products [19][21]. Group 2: Regulatory Concerns - The National Medical Products Administration has not recognized "anti-aging" as a valid claim within the 26 categories of cosmetic efficacy, making such marketing potentially non-compliant [3][25]. - Several brands have faced administrative penalties for making unapproved efficacy claims, indicating a growing scrutiny from regulatory bodies [5][29]. - Despite previous penalties, many brands continue to push the boundaries of compliance, suggesting a calculated risk approach to marketing [30][31]. Group 3: Consumer Demand and Brand Behavior - The strong consumer demand for "anti-aging" products drives brands to prioritize short-term sales over regulatory compliance, viewing the risks as manageable [30]. - The article suggests that the true boundary lies in the respect brands have for consumers, emphasizing the importance of ethical marketing practices [31][32].