Previously, controversy on Chanel Advent Calendar 2021 online in China has spread to foreign social media. The related video on TikTok has more than 40 million views, and then some users found that Chanel closed the official account on TikTok. An TikToker has created unboxing videos about the products. The video has been seen 40 million times. After that, Chanel’s official TikTok account is deleted. Bruno Pavlovsky, president of Chanel, responded that the Chanel Advent Calendar was part of the celebration of the 100th anniversary of the launch of No. 5 fragrance. He said that they would be more discreet in the future and denied rumors that the TikTok account had been closed due to controversy. It is found that Chanel's official account on TikTok had never posted any content. The Advent Calendar with price of $825 contained only five actual Chanel products, while the remaining items — a mix of stickers, bookmarks, and crystal balls — were of little or no value. In this regard, the vast majority of netizens have expressed great dissatisfaction with this Calendar stuffed with a variety of underwhelmed products. Some comments said some of them are only giveaway of Chanel and some netizens called out Chanel for fraud. A small number of people believe that the outer box of this Calendar marked with specific products so that there is no deception. Although the pricing right of a product belongs to the brand, it should essentially follows the pursuit and recognition of consumers. If brands tend to be loved by consumers, they need to follow price rationality of mass market as well as swallow its pride to cater to consumers.

Mentholatum was fined $77,900 for its manufacture and sale of cosmetics that did not comply with China's national cosmetic laws. It is worth noting that this is not the first time that Mentholatum has been fined in China for illegal issues. Recently, the Market Supervision Administration of Zhongshan City, Guangdong Province, China, issued a news release stating that Mentholatum (China) Pharmaceutical Co., Ltd. was fined $77,900 for its production or sale of cosmetics that did not comply with China's national cosmetic laws while the relevant batches of products were also confiscated. It is worth noting that this is not the first time that Mentholatum has been fined by Chinese authority for manufacturing problems. Mentholatum (China) Pharmaceutical Co., Ltd. (hereinafter referred to as "Mentholatum") was established in 1990 and is a wholly owned subsidiary of Mentholatum (Asia Pacific) Co. According to the official introduction of Mentholatum,Mentholatum Group was founded in 1889 in the United States and mainly produced and sold lip balm, men's skin care, women's skin care, professional sunscreen, anti-acne care and other products. Mentholatum Medicated Lip Balm SPF 15 - Cool AQUA(lot number: J02340, production date: July 10, 2019) was tested for 5.13% ethylhexyl salicylate by sampling and 5.22% by retesting, which did not meet the requirements of China's " Technical Specifications for Cosmetic Safety" (2015 edition) and was determined to be unqualified. In response, the Market Supervision Administration of Zhongshan City confiscated 1,427 pieces of unqualified lipstick as well as confiscated the illegal proceeds of $77,900. It is worth mentioning that Mentholatum had also been fined $33,000 by Zhongshan Emergency Management Bureau for violation of Article 41 in Work Safety Law of the People's Republic of China in 2019.

Alibaba: The company upgraded its "Diversity Governance" system and appointed Shan Dai and Jiang Fan to lead the newly established "China Digital Business" and "Overseas Digital Business" sections respectively. On December 6, Zhang Yong, chairman of the board and CEO of Alibaba, issued an internal letter announcing the company's upgrade of its "diversity governance" system and appointing Dai Shan and Jiang Fan to lead the newly established "China Digital Commerce" and "Overseas Digital Business". As Group’s President, Dai Shan will represent Alibaba Group to oversee Greater Taobao (including Taobao, Tmall and Ali Mama), B2C retail business group and other businesses to form the "China digital business segment". Jiang Fan, as Group’s President, will represent Alibaba Group to oversee two overseas businesses, AliExpress and International Trade as well as a number of subsidiaries for overseas markets such as Lazada. It aims to form the "Overseas Digital Business Segment". Domestic demand, globalization and cloud computing are Alibaba's three main strategies. Zhang Yong has been advocating the concept of agile organization since he became CEO in 2015 to guide the adjustment of internal production relationships to meet the needs of Alibaba's multi-talented business moving forward. This targeted organizational restructuring releases a signal that Ali is further expanding domestic and overseas business. Ali also announced that Wu Wei will no longer take office as Group’s Chief Financial Officer (CFO) from March 31, 2022 and will be succeeded by Xu Hong (Toby), the Group's Deputy Chief Financial Officer (Deputy CFO) who will continue to serve as the Group's Executive Director and a member of the Sustainability Committee under the Group's Board of Directors. In his internal letter, Zhang Yong used the term "outstanding historical contribution" to fully recognize Wu Wei's work and achievements for Alibaba over the past 15 years.

More than ten years after entering China, China has become the largest market for Clarins worldwide. Benefiting from the expansion of the Chinese market, Clarins has ploughed deep, blossomed and gained fruit in China. In recent years, the brand has maintained double-digit sales growth in the Chinese market. At present, the global cosmetics market size is growing at a steady rate. Meanwhile, the Asia-Pacific market has surpassed Western Europe and North America to be largest cosmetics consumer market in the world. With the rapid growth of China's economy, China's cosmetic consumption is also rising rapidly and has surpassed Japan to become the world's second largest cosmetic consumption. In an era when more and more attention is paid to one's image and appearance, cosmetics have become a rigid demand in people's daily lives. According to CHAILEEDO, the market size of China's beauty industry is expected to exceed $78.15 billion by 2021 with the beauty and cosmetic industry increasingly becoming a major pillar of the Chinese economy. Looking at the entire beauty industry, international beauty brands have won a large and stable customer base in China's high-end market by virtue of their global brand awareness, accumulated popularity and reputation, stable product quality and mature channel laying in recent years. It has made a splash in the Chinese market with their strong market competitiveness. A number of international cosmetic giants have released strategic adjustment signals to shift their resource focus to China, and have accelerated the layout of the Chinese market. Take Clarins, a leading European high-end skincare brand, for example, the highly promising Chinese market has attracted increasing attention from the Clarins family in recent years, with China increasingly becoming its largest market in the world. On September 10, 2020, the "Clarins China Lab" - Clarins' first overseas lab - was officially located in Shanghai. After establishing the Lab, all resources of Clarins' R&D, trading and e-commerce functions are rooted in Shanghai, China. For example, new products developed by Clarins in France will be sent to the China Lab for consumer testing to assess their feasibility in the Chinese market in the future. And the China Lab will also have the opportunity to develop new products on its own and send the new products developed to meet the needs of Chinese consumers back to France for mass production. "The establishment of the China Lab is another major strategic move in our deep expansion into the China market." Clarins Executive Vice President of Clarins China, Zhong Xiaoming, said Clarins has grown rapidly in China in recent years and is even more confident about the future of the Chinese market. Clarins has always had an extensive product line, especially a very complete body care line which has been developed with products such as delicate skin care and specially created curve care. The line is still the shortcoming of many beauty brands. Even if it relies only on the sale of body care line, the top position of Clarins in market will be hard to move for a while. Clarins is also one of the brands that are "making fortune in silence" in the Chinese market. On the one hand, there is very little marketing about it. On the other hand, the number of its counters in China has reached 117 in 2014 with total retail sales of almost $156 million. After the rise of Chinese social promotion platforms such as Xiaohongshu, many Chinese celebrities such as Qin Lan and Zhang Shaohan have been promoting Clarins, which has played a role in raising its awareness. On Tmall, Clarins has found new users and developed new markets. It launched series of other combinations to create a private space from “sample distribution” to "tree planting" and the "second floor of the store" in Tmall. Finally it attracted 60 million followers to participate interaction and guide them to complete transactin by its Taobao Live streaming. Through above promotion, Clarins gained 1.83 million followers and shortening the path from new products to hot-selling products thus it successfully topped in six categories. More than ten years after entering China, China has become Clarins' largest market worldwide with its Taobao flagship store having more than 8.62 million followers. Benefiting from the expansion of the Chinese market, Clarins has ploughed deep, blossomed and gained fruit in China. In recent years, the brand has maintained double-digit sales growth in the Chinese market. Clarins Executive Vice President of China Zhong Xiaoming said, "The consumption power of Chinese people is beyond our expectation."

In the history of Valentino, this is the first time to introduce a full line of beauty collection. It is foreseeable that this high-fashion beauty brand originated from Italy will keep shining in China and global market. Founded in 1960, Valentino is a high-fashion luxury brand from Italy. In 1978, the first fragrance products were launched. Since 2003, its fragrance and luxury beauty businesses had been produced and developed by Unilever and Procter & Gamble, respectively and Spanish beauty giant Puig. In 2019, L'Oréal officially took over the management of Valentino from Puig and rebranded it as Valentino Beauty. At the end of 2019, the L'Oréal Group launched its first Valentino perfume --Voce Viva. On July 15, 2021, L'Oréal Group unveiled the official launch of its high-fashion brand Valentino Beauty on its Tmall flagship store in Shanghai. This marks that Valentino Beauty officially launched into the Chinese market. "Valentino Beauty is a new shining jewel among the crown of L'Oréal Group. The birth of this brand will further strengthen L'Oréal's premium cosmetics footprint and will inject new vitality into the innovation and upgrade of the global beauty market." Ma Xiaoyu, Vice President and General Manager of L'Oréal China's Premium Cosmetics Division, has said, "In recent years, Chinese premium cosmetics market has grown rapidly and Chinese consumers have moved from a single consideration of price to a multifaceted demand of product efficacy, brand value and the pursuit of personalized experiences. Valentino Beauty will further improved the L'Oréal premium cosmetics brand matrix and consolidated L'Oréal's leading position as the number one premium cosmetics group in China."

In the skincare sector, the differentiated segmentation of the category create successfully so that a deep imprint of “category” or “brand” in the minds of consumers. To a certain extent, the brand directly promoted as a synonym for the category. Pioneer of Sake Lees Mask POLA DAILY COSME is a typical example. The origin of Sake Lees Mask can be traced back to 1975 when Japanese scientists visiting a brewery discovered by chance that the sake lees produced by natural fermentation during the brewing process can produce whitening and anti-aging ingredients on human skin. Between 2015 and 2016, some Japanese bloggers began to make their own sake lees to apply to their faces at home. At the same time, some Japanese various TV shows have also mentioned this skin care method. However, homemade sake lees takes a long time and the process is cumbersome for the average consumer. Thus "sake lees applies face" has not formed a skin care trend in the market. In 2015, Japanese beauty brand POLA DAILY COSME pioneered the research and development of sake lees skincare. After more than two years, pdc "Sake Lees Mask" was launched in 2017 and put into the market in February of the same year. It is understood that only 4 months after its launch, pdc Sake Lees Mask will be on top of the COSME Awards. Since then, the "first in COSME " has marked as pdc and it is an important point to the brand occupying the consumer market. Its Sake Lees Mask has also become this segment of the well-deserved “originator”. It is reported that the pdc was founded in 1992, which is the Japanese POLA Group's popular line of beauty brands. At present, pdc has a number of series such as Wafood Made, Pure Natural and Liftarna, covering two categories of skin care and color cosmetics. Among them, the sub-category of sake lees belongs to Wafood Made, meaning “Wafood Made Skincare”, advocating the application of edible ingredients to skin care products and highlighting the "natural" and "safe" products.

All toothpaste for children sold in China must be evaluated for product safety through safety assessment and necessary toxicology tests.

There is no such thing as a "medical beauty mask" in China, and the "medical beauty mask" in the mouth of the business is actually a medical dressing, which belongs to the category of medical devices.

It is worth mentioning that China has now become the largest market for the SkinCeuticals worldwide. Understanding consumers and focusing on product quality has enabled SkinCeuticals to gain a firm base in the Chinese market. In 2020, the "black swan" of the COVID 19 caused countless brands to lose, the global skin care industry market size fell by 10.6% year-on-year. Crisis is opportunity and adversity can also breed infinite opportunities and growth space. According to data, the retail sales of cosmetics in China will be $53.176 billion in 2020, up 9.5% year-on-year and the market volume of China's cosmetics industry is expected to reach $129.5 .3 billion in 2024. In the billion-level cosmetic market, L'Oreal (China) Co., Ltd. active health cosmetics business unit general manager Ma Lan led the department from the competition to break a new path, its professional scientific skin care brand - SkinCeuticals has become a unexpected winner in the Chinese market to stand out. "A brand building must see the future trend as well as clear their own advantages." It is based on the keen observation of the industry, Ma Lan judged that consumers' focus will surely return to the essential needs of the skin in a scientific way gradually and professional functional skin care will have new opportunity in a new development. The development of SkinCeuticals also proves Ma Lan's judgment. The brand founded in 1997 in the United States. It was based on the academic research of Sheldon Pinnell, a professor of dermatology at Duke University, on vitamin C. SkinCeuticals applied the antioxidant originally used only for oral use to the skin and obtained the patented formula of Duke Gold Parameters thus launching a whole set of antioxidant skin care solutions. SkinCeuticals was acquired by L'Oréal Group in 2005 and officially launched in China in 2010. It is reported that since its entry into China, the performance of SkinCeuticals which focuses on prevention, repair, protection, moisturization and other functional effects has been increasing day by day. It made the niche brand into a big business with its professional products. In the past two years, SkinCeuticals has been recognized by more and more dermatologists and Chinese consumers for its response to Chinese consumers' escalating demand for skin health. Official data shows that in first time in 2020 SkinCeuticals opened the Tmall Super Brand Day, its sales successfully exceeded 0.15 billion dollars and won the NO. 1 of Tmall Super Brand Day beauty industry in 2020. The store has sold more than 100,000 units of essence that day, which led the Tmall essence category. Currently, there are 85 SKUs in SkinCeuticals’ Tmall flagship store. Among them, 8 products such as PHYTO CORRECTIVE, H.A. INTENSIFIER, A.G.E. INTERRUPTER and DISCOLORATION DEFENSE have monthly sales of over 10,000. "As the cosmetic market continues to develop and upgrade, people's research into skincare products is gradually becoming more in-depth. The knowledge of skin problem formation is becoming more widespread and Chinese consumers' purchasing behavior is becoming more rational and quality-seeking." Wang Minli, General Manager of the SkinCeuticals, has been very optimistic about the continued consumer potential of the Chinese market and is also committed to researching the needs of Chinese consumers. According to her, SkinCeuticals PHYTO CORRECTIVE has become a star product in the hearts of Chinese consumers, which ranked NO.1 in Essence product in Tmall and multi-channel sales several times. PHYTO CORRECTIVE is a product with plant extracts as the main ingredient, which also confirms the rapidly developing skincare trend in the Chinese market in recent years: the younger Chinese consumers more and more prefers products with plant ingredients and stronger efficacy. It is worth mentioning that China is now the largest market for the SkinCeuticals worldwide. Speaking about the future development of SkinCeuticals in China, Wang Minli is confident about the brand's future: "For the Chinese market, SkinCeuticals are always paying attention to consumer needs and changes in skincare trends. In the future, we will also firmly embrace the new generation power of the Chinese market and continue to empower the brand to achieve new leapfrog growth." It can be said that the eleven years of development of SkinCeuticals since its entry into China has perfectly matched the whole process of rapid development of functional skincare products. SkinCeuticals has witnessed the growth of the entire functional skincare market and led the emphasis on ingredients in the history of skincare products. The company concerning more on technological investment and professionalism has already made its way into the hearts of countless people. The high-end of skin care products never lies in the "expensive", but the quality and effect is the important support of reputation. Understanding consumers and focusing on product quality has enabled SkinCeuticals to gain a firm base in the Chinese market. In addition, this professional and responsible attitude has become a kind of professional spirit that belongs to SkinCeuticals only under the unremitting persistence.

It is reported that the repurchase amount of FORYON exceeded 65% within 12 months and the average cost of per consumer exceeded $28.09. The cumulative sales of the Tmall flagship store in the first year of its launch exceeded $0.15 billion. Efficacy skincare has become a new trend in Chinese beauty consumption. Unlike general cosmetics that focus on daily maintenance, efficacious skincare products precisely solve problems such as skin sensitivity and post-operative care, which have a high R&D threshold and strong repurchase attributes. It actually another quality category to be explored after beauty and medical beauty in the beauty value economy. Along with the upgrade of consumer skincare concept and Chinese brand product strength progression, the development prospect of Chinese efficacious skincare products is favored, especially since Chinese brands have great growth opportunities. One of them is an emerging brand that was just established last year - FORYON. Founded in March 2000, FORYON focuses on the skincare needs of oily-prone skin users and is dedicated to building a functional oily-prone skincare professional brand. Targeting at 16-24 years old Generation Z users, FORYON has developed an exclusive solution for oily skincare based on oily skin texture and focuses on user experience and communication. It is reported that the repurchase amount of FORYON exceeded 65% within 12 months and the average cost per consumer exceeded $28.09. The cumulative sales of Tmall flagship store in the first year of its launch exceeded $0.15 billion and it is now profitable with monthly sales stabilizing at more than $1.561 million. The functional skin care field once appeared "every new product must be suitable for sensitive skin". But in China's oil skin segmented category, a strong targeted brand has not yet formed. According to the data provided by FORYON, about 99 million people in China's Generation Z group have oily/mixed-oily skin and these oily skin users consider more about the functionality of skin care products and spend around $78.05-156.1 per month on skincare. While a large number of new generations with oily skin are willing to pay for effective products, most of them lack an understanding of their own skin type and the causes of skin problems. Thus it left a gap in the market for functional skin care for oily skin. FORYON realized the space for new brands to emerge to differentiated itself in the market with targeted oilskin skincare solutions. FORYON started with a high-frequency basic product - lotion and cream set for oily skin. With the combination of cleanser, essence, and other products, it successfully raises the unit price per customer. It hopes to solve the problem of water-oil imbalance and barrier damage for oil skin users as a whole and reduce the screening time and selection cost for users. FORYON seized the core keywords of "oil skin" and "oil control" and proposed the concept of "oil control first, repair later" to occupy users' minds. The founder of the brand, Tiancheng, said that the cumulative sales of the oil skin lotion and cream set exceeded 500,000 sets after its launch this year. User experience and continuous increase in repurchase are the key concerns of FORYON. The brand has set up a "User’s Day", in which all team members participate in monthly user visits. At present, it has accumulated 10,000+ real user data and continues to focus on analyzing bad reviews and reasons for non-repurchase to guide rapid product iteration. In terms of product development, FORYON adopts the logic of constantly polishing and iterating large single products rather than frequently launching new ones. In conjunction with medical experts in the field of oily skin acne, FORYON follows the theory of controlling oil secretion and oily skin barrier repair and involves target customers in product definition which combines medical theory and user insights. On the production side, FORYON has partnered with global top efficacious skincare manufacturers, which can stabilize the process and production to a certain extent. The team of FORYON adopts a multi-platform content reach approach to educate users and deepen consumers' understanding of oily skin texture and the brand. After creating representative successful products, FORYON has continued to promote the brand through a combination of short and long videos and graphic content while it also builds trust to consumers in the brand with the Tmall flagship store as the main channel. Tiancheng said, the product polishing is formed and the promotion chain is verified in the middle of this year and the company began to make efforts in the second half of the year to TikTok live stream, Xiaohongshu, Bilibili, Kwai, private domain, and other multi-channel operation. As for the team, founder Tiancheng is a serial entrepreneur in the personal care field and the core team has rich experience in brand building and operations. In September 2021, FORYON has completed a 10 million Series A+ Funding jointly invested by Gaofei Capital and Yunmu Capital with additional investment from former shareholder Qifu Capital. This round of funding will be mainly used for product development and brand building. Fu Zhekuan, the co-founder of Qifu Capital said: “We have faith in the efficacious skincare category, which has good growth potential in terms of both penetration and growth trends." The brand's repurchase rate shows that it has accurately met the needs of the segmented population and gradually formed a mindset. The founding team is well positioned to handle the bigger opportunities and challenges ahead in terms of brand strategy and organizational capabilities in the beauty and personal care industry after years of experience. Liu Jun, the Managing Partner of Gaofei Fund, said: "Less money, faster growth" is our simplest investment logic. The skincare category has intense competitiveness but it should not become commonplace for high premium and marketing. FORYON is a skincare brand with a clear positioning and functional appeal which specializes in product solutions for oily skin. It creates an expert brand by reaching directly to the user's mind. Six months after its launch on Tmall, the re-purchase amount is over 65% and the re-purchase rate is over 30%, which is extremely rare in the industry. At the same time, the founder, Tiancheng, is a serial entrepreneur in the new consumer field and is well familiar with the traffic rules and operation methods of major platforms. What is even more valuable is that several partners of FORYON have strong empathy, which are the undertones and qualities of a consumer goods brand for sustained success.

The market size of China's beauty industry is expected to exceed $77.8 billion in 2022. MEIKING is one of Chinese brands with great characteristics gained countless followers are rapidly emerging. It is worth mentioning that Alibaba founder Ma Yun also sold MEIKING lipsticks in live stream during the Double 11 - Chinese Shopping Festival- in 2018. The market size of China's beauty industry is expected to exceed $77.8 billion in 2022. MEIKING is one of Chinese brands with great characteristics gained countless followers are rapidly emerging. It is worth mentioning that Alibaba founder Ma Yun also sold MEIKING lipsticks in live stream during the Double 11 - Chinese Shopping Festival- in 2018. The global situation changed around after the pandemic hit. All sectors were damaged in different degrees. The new economic cycle is both a challenge and an opportunity. Despite the global economic downturn, the rising consumption of women has kept the scale of the beauty industry, which represents the "beauty economy", growing steadily, and online consumption is growing at a high speed after the outbreak. After the pandemic, online consumption is even more rapid development. According to National Bureau of Statistics, the market size of China's beauty industry is expected to exceed $77.8 billion in 2022. At present, China's internal economic cycle accelerates the industry reshuffle and China attracts more attention from the world. The rapid development of various social media platforms and new marketing methods in China has given Chinese beauty brands a lot of opportunities. MEIKING is one of Chinese brands with great characteristics gained countless followers are rapidly emerging. The first product of MEIKING was a loose powder created by the founder Xie Angang's wife, who was originally engaged in cosmetics production in 2004. The product was loved by many customers as soon as it was launched and attracted a group of loyal followers. Based on this loose powder, which continues to sell to this day, the flagship store of MEIKING was opened on Tmall in 2009 and the brand started to gradually grow on Taobao. As of October 14, 2021, the official flagship store of MEIKING has grown from 2.16 million to 7.25 million followers at the beginning of 2018. The flagship store has a total of 97 SKUs covering a wide range of categories including makeup, skincare and masks with products in the price range of $3.11-$88.53. There are a number of products that can be described as hot-selling products with five products in the flagship store that sell over 10,000 per month. Its loose powder was sold more than 100,000 in a month, which is the highest selling product in the flagship store, followed by makeup remover oil with 50,000+ in a month. It is worth mentioning that Alibaba founder Ma Yun also sold MEIKING lipsticks in live stream during the Double 11 - Chinese Shopping Festival- in 2018. According to statistics, the lipstick sold 100,000 units in 20 minutes on the Double 11. MEIKING products are known for their good quality and affordability. Its products become an affordable alternative to big international brands giving the brand a place in the market share of young Chinese consumers.

The reason OLAY, with a little “older”, got revival by P&G that should thank to an ingredient - niacinamide. Now when it comes to "OLAY", many people may not have heard of it. But when it comes to its Chinese name "Yu Lan You", then you will definitely "so it is, I know". Almost 30 years ago, Yu Lan You was the more widely known name. In 1989, Olay, a subsidiary of P&G, entered China under the Chinese name of "Yu Lan You". With its whitening and moisturizing products, Olay caught up with the first trend of consumer upgrading in China and the slogan "Surprise begins with skin" became widely known with high-density TV commercials. "Yu Lan You" Changes to "OLAY" For a long time, Olay was one of the top brands in the Chinese skincare market - In 2004, on the 15th anniversary of its entry into China, Olay beat out the then Chinese brand Dabao to become the largest skincare brand in the Chinese market with 12.38% of the Chinese skincare market. However, in the following 14 years, the Chinese skincare market has been iterating at an extremely fast pace. In addition to the continuous subdivision of product functions, the entry of Japanese and Korean brands has broken the dominant pattern of European and American brands and consumers have become more and more discerning. The marketing tools that can be used to sell a bottle of cream are also changing day by day. TV commercials are no longer being enough and Olay's advantage were narrowing. According to international market research firm Euromonitor, Olay's market share in the mass skincare market fell from second place with 7.2% in 2013 to 4.1% in 2018, ranking fifth and falling behind Chinese brands such as CHANDO and Pechoin. During Olay's failing years, the Chinese skincare market was changing drastically. Chinese brands such as CHANDO and KANS took the mainstream market around 2008. Japanese and Korean inexpensive brands such as Innisfree and ETUDE HOUSE penetrated the younger generation. High-end brands such as Estee Lauder and Lancome gained the attention of the truly mature demographic. From being educated to buy whatever is on display through big department, people have become proactive in choosing different channels to shop in the context of information explosion. So, starting with the name, Olay embarked on a complete overhaul. In 2015, Olay decided to transform itself in China. In 2017 this plan went into action. The direction of the transformation is high-end. First, in 2016, China stopped using the Chinese name "Yu Lan You" in advertisements, keeping only the English trademark "OLAY". The Rise of "Niacinamide" The reason OLAY, with a little “older”, got revival by P&G that should thank to an ingredient - niacinamide. In fact, OLAY's products have always contained niacinamide for many years. But it was not until 2017 that people who are particularly concerned about cosmetics and other ingredients began to emerge and this skin care consumer group pushed "niacinamide" into the top of whitening. In view of the changes and needs of consumers, OLAY has also made niacinamide the selling point of its star product, the WHITE RADIANCE. Today, when it comes to niacinamide, OLAY is still the first skincare brand that most consumers will think of. This is also because OLAY has a differentiation. Its technological strength of its ingredients - made up of many ingredients rat her than a single one. "The Chinese skincare market is growing rapidly and leading the global beauty development. At the same time, the Chinese market has seen the emergence of more and more consumers who value ingredients and technology and are smarter in judging and choosing the right brands and products for them." Li Zhujiong, President of P&G China's Beauty and Fashion Division, said, "OLAY will innovate products according to consumer demand and it is the brand's R&D innovation and product strength that is the most fundamental guarantee of whether a product can become hot-selling and innovation is the lifeblood of the brand." Li Zhujiong said “The reason why OLAY WHITE RADIANCE has become the king of the whitening market is that we have been working tirelessly for 26 years to develop the high-purity whitening ingredients niacinamide and Sepiwhite. The combination of these ace couple can directly attack the 4 major pathways of melanin production, intercepting 96% of melanin production signals, and together with the luxury whitening ingredient AA2G. It gives consumers the most efficient and pleasant experience from formulation to skin feeling, which is deeply loved by consumers." Turning a loss into a profit OLAY has seen significant growth after transforming into a premium brand in the Chinese market. P&G CFO John Moller had publicly stated in October 2019 that premium skincare brands SK-II and Olay were popular with Chinese consumers and achieved rapid growth. According to the relevant data, in the Top 10 brands of beauty sales across the network in Double 11 - Chinese Shopping Festival- in 2017, OLAY also ranked fifth. But by Double 11 in 2018 , OLAY has dominated the first of the Top 10 across the network while still being the first in the Double 11 all-day time, without being overtaken by other beauty brands. During Jingdong promotional campaign on June 18th in 2020, OLAY turnover doubled year-on-year in 10 minutes on June 1st. Throughout the day on June 1st, OLAY's star product Spot Fading Essence was ranked in the Top 3 in beauty single products and OLAY Youth Protect Aqua Sheer Lightscreen became a Top 5 single product in the Jingdong sunscreen category. In September of the same year, sales of Olay's online flagship store reached $118 million. In fact, every brand has its own life cycle. The only way to maintain the vitality of the brand and its performance growth is to continuously rejuvenate and iterate to keep pace with the times and the changing needs of consumers.