你买过替换装吗？在性价比与环保理念双重驱动下，这种"精简包装""核心不减"的产品形态或许有机会成为下一轮的消费新风潮。来自《个护用品替换装趋 势白皮书》的数据显示，18-29岁群体占替换装购买者57%，而在社交平台上，与"替换装"相关的细分话题笔记总量超11万篇。 作为替换装这一产品形式的主要推手之一，深耕中国市场的FineToday菲婷丝对于该产品形式的未来十分看好，"去年年底，FineToday菲婷丝通过TMIC进行 的调查数据显示，在天猫及淘宝渠道，中国消费者对于替换装的认知率提升至55%，认知购买率提升至49%，都取得了双位数增长，其中26—35岁年龄段的 消费者购买数据更为突出。"FineToday中国区CEO、上海菲婷丝化妆品经营有限公司总经理濑户温夫在接受采访时表示，"这一结果不仅证明了中国消费者 对于替换装产品的接受度正在飞速提升，也让我们对市场的未来发展充满信心。" FineToday中国区CEO、上海菲婷丝化妆品经营有限公司总经理 濑户温夫 核心品牌及替换装策略引爆中国市场业绩 《2025中国化妆品产业关键数据与发展趋势》显示，2025年，中国化妆品行业在全球经济深度调整中展现稳健韧性，全 ...

Core Insights - FineToday, under the leadership of CEO Seto Kazuo, identifies the replacement packaging in personal care products as a potential new growth point in the Chinese market, which is experiencing economic recovery and market changes [1][2]. Industry Overview - The Chinese hair care product market has shown a steady growth rate of approximately 3% from 2017 to 2022, and this growth is expected to continue through 2025 [2]. - The company emphasizes the importance of adapting to consumer demands for quality, efficacy, and personalization in personal care products, while also focusing on new product development and modernized production [2]. Company Strategy - FineToday aims to become the number one personal care product manufacturer in Asia by 2030, focusing on health and beauty for consumers worldwide [2]. - The company has launched products tailored to Chinese consumers, such as the fino silver diamond hair mask and the Yuyuan Japanese-style bath gel, which have exceeded expectations in customer acquisition and sales performance [2][5]. Marketing and Brand Promotion - The company plans to enhance brand awareness and achieve channel synergy through collaborations with celebrities and popular IPs, leveraging social media for consumer engagement [3]. - FineToday aims for a "product-effectiveness unity" strategy to drive business growth across both online and offline channels [3]. Brand Milestone - The fino brand, established in 2005, celebrates its 20th anniversary, marking a significant milestone and a new beginning for the brand, which is positioned as a "skincare-style hair care expert" [4][5]. - The brand's core competitiveness lies in its product strength and user experience, with a commitment to high-quality and trustworthy offerings for consumers [5].