"Age-based care" has become one of the important trends in China's oral care market. In the choice of toothpaste, parents of young children pay more and more attention to the demand for "non-fluoride" and "micro-fluoride", and "swallowable" has become a criteria for the choice of children's toothpaste. With the improvement of people's living standards, children's diets are more diversified and refined. However, a richer diet is also more likely to bring about dental caries and other oral health problems, and it also increases the attention of parents to children's oral problems. Therefore, the seriousness of children's oral problems has also spawned consumers' demand for oral care products and promoted the rapid development of China's children's oral care industry. According to a report issued by Frost & Sullivan, from 2016 to 2020, the total retail sales of China's children's oral care market increased from $430 million to $712 million, with a compound annual growth rate of 13.4%. The retail sales of China's children's oral care market are expected to reach US$1.187 billion in 2025, with a compound annual growth rate of 10.8% from 2020. The above positive signals have stimulated the vigorous development of the entire children's oral care market in China, and there are more and more entrants in the children's oral care track. Since the oral shape of children is different from that of adults, the function of children's oral products must also be different from that of adults, so children's oral care products have diversified needs. On China's mainstream e-commerce platform JD, there will be more than 40,000 new toothpaste, toothbrushes, toothpaste pacifiers, electric toothbrushes and other products launched in 2021,with a steady growth. At the same time, refined oral sub-categories such as baby floss, irrigator, orthodontics, and oral spray have also grown rapidly. Behind the growing prosperity of China's infant oral market, some new trends are also emerging, and "age-based care" has become one of the most important trends. Chinese infants and children have used 3.3 kinds of oral care products per capita. As the age increases, the tendency of parents to choose products also varies. For example, parents with 0-1-year-olds kids are more inclined to choose oral cleaning cotton swabs for infants and young children, while parents with 2-6 kids and 6-9 years old kids are more inclined to choose children's toothpaste and manual toothbrushes. At the same time, U-shaped toothbrushes are highly favored by parents and mothers, and U-shaped manual toothbrushes have increased by 311% year-on-year on JD. In the choice of toothpaste, parents of young children are paying more and more attention to the demand for "non-fluoride" and "micro-fluoride", and "swallowable" has become an important criterion for choosing children's toothpaste. On JD, the micro-fluoride toothpaste with 0.05% fluoride content has grown rapidly, and its sales have increased by 110% year-on-year, and the sales of non-fluoride toothpaste for parents with 1-3 aged kids have increased by 59% year-on-year. As of 16:45 on June 13, Beijing time, when Qeyes searched Tmall, a mainstream e-commerce platform in China, with "non-fluoride children's toothpaste", and there were 1,200+ related products. The No.1 cumulative monthly sales volume is New Zealand's Grin's Natural Toothpaste, with monthly sales of 30,000+ and a price of $20.48, which promotes anti-sensitivity, anti-stain, anti-cavity and tooth-fixing effects. What ranked second is CTOOTH's Kid’s toothpaste, with monthly sales of 30,000+ and a price of $5.92. Its functions are antibacterial and gum care. What ranked third is a children's toothpaste from Yunnan Baiyao, China, which sells for $12.47. In the choice of toothpaste flavors, the brands have unanimously launched fruit flavors, and the popular flavors are strawberry flavors and grape flavors. The main group driving the growth in sales of oral products for infants and children is the younger generation of consumers, mainly the Chinese generation Z. On JD, more than 40% of the sales of mid-to-high-end oral care products for infants and children are contributed by mothers, while mothers in small cities are keener to buy Chinese brands and prefer mass-priced products. It is worth noting that since children's teeth are in the growing stage, and the characteristics of each stage are different, almost all brands of children's oral care products have adopted age-specific care while putting safety in the first place.

June is often the peak sales period of sunscreen products. As early as March and April, most beauty brands have already begun to warm up sunscreen products. However, from February to April this year, sunscreen cosmetics fell by 22.52%, 3.46% and 9.12% year-on-year. This led to a drop in the overall size of sunscreen cosmetics to $471 million in the first four months of 2022, a drop of 8.21%. As the public's awareness of skin care increases, concepts such as "sunscreen is anti-aging" and "sunscreen is necessary for all seasons" are gradually gaining popularity, and the market demand for sunscreen cosmetics in China is also growing. According to data from China's mainstream e-commerce data analysis platform MarketIDX, in China's mainstream e-commerce platform Tmall Taobao, the market size of sunscreen cosmetics in 2019 and 2020 was $1.071 billion and $1.314 billion respectively, and the market size in 2020 increased by 22.73% year-on-year. In 2021, the market size of sunscreen cosmetics reached $1.644 billion, a year-on-year increase of 25.11%. However, the sales of sunscreen cosmetics in China are not ideal at the beginning of this year. From January to April 2022, in addition to a year-on-year increase of 6.12% in the sunscreen cosmetics market in January, the data from February to April fell by 22.52%, 3.46%, and 9.12% year-on-year respectively. This also led to the overall scale of sunscreen cosmetics dropping to $471 million from January to April 2022, a drop of 8.21%. As for sunscreen brands, from January to April 2022, the top 5 sunscreen sales on Tmall Taobao platform are Mistine, ANESSA, Lancome, L'Oreal and Winona. Among them, the sales of ANESSA and L'Oreal brands were $32 million and $21 million respectively, with year-on-year growth rates down 25.30% and 12.47% separately. In the past two years, under the influence of the concepts of "sunscreen comes first in anti-aging" and "be fully armed to be white", sunscreen has gradually extended from outdoor scenes to daily commuting and travel. Because sunscreen clothing can provide all-round, all-weather sun protection, it is more and more loved after by consumers. Ultraviolet rays are too strong in summer, so no matter how many layers of sunscreen you apply, people will still subconsciously block the sun. Therefore, sunglasses, hats and sun protection clothing must be worn when going out. Some consumers believe that in addition to psychological comfort, hard sunscreens are more cost-effective. Generally speaking, hats and sunscreen clothing of professional sunscreen brands can be worn for several years. Compared with applying sunscreen, it saves more money and causes less trouble. From January to April 2022, the market size of Tmall and Taobao sun protection clothing reached 171 million US dollars and continued to grow with a year-on-year increase of 8.9%. It can be seen that the sales of sunscreen clothing as a substitute have affected the sales of sunscreen cosmetics to a certain extent. In addition, due to the repeated epidemics in China and internationally, people’s time for outdoor activities and travel has been significantly reduced; and due to the need for epidemic prevention and control, areas with severe epidemics such as Shanghai and Guangdong in China have implemented home isolation policies, which have limited the usage scenarios of sunscreens to a large extent. From January to April 2022, the sales of sunscreen cosmetics in Shanghai and Guangdong have dropped by more than 20% and nearly 50% respectively. In addition, in areas affected by the epidemic, such as Beijing and Jiangsu, the sales of sunscreen cosmetics also declined. Although, from January to April 2022, the overall size of the sunscreen cosmetics market is lower than in the same period last year. However, the size of China's sunscreen cosmetics market has been steadily increasing in recent years. In addition, June has always been a hot season for sunscreen cosmetics, and it is the month with the highest sales of the year. In June 2019, June 2020, and June 2021, the sales of sunscreen cosmetics reached $182 million, $234 million, and $363 million respectively, all of which were the highest levels during the year. With the rising temperature in summer and the blessing of big promotion activities such as 618 in Chinese mainstream e-commerce platforms, the sales growth of sunscreen products is expected to pick up again.

The second China International Consumer Goods Expo is scheduled to be held in Haikou, Hainan, China from July 26 to 30, 2022. The expo was postponed due to the epidemic. It is reported that L'Oreal Group, Estee Lauder Group, Shiseido Group, Coty Group, etc. will all appear at the 2022 Consumer Expo. Recently, the Organizing Committee of China International Consumer Goods Expo released the announcement of the holding time of the second  China International Consumer Goods Expo. According to the announcement, after research, the 2nd China International Consumer Goods Expo (hereinafter referred to as the "Consumer Expo") will be held in Haikou, Hainan, China from July 26 to 30, 2022, BST (all times in this article are Beijing time). The opening ceremony was held on the evening of July 25. It is reported that the 2022 Consumer Expo was originally scheduled to be held in Haikou, Hainan from April 12 to 16, but was postponed due to epidemic prevention and control. The Consumer Expo is China's first national-level exhibition with the theme of consumer products. The first Consumer Expo has a total exhibition area of 80,000 square meters and is the largest consumer boutique exhibition in the Asia-Pacific region. According to statistics, a total of 1,505 companies and 2,628 consumer boutique brands from 70 countries and regions participated in the first Consumer Expo. The number of buyers and professional visitors exceeded 30,000, and the number of visitors exceeded 240,000. At the first consumer expo, L'Oreal, the world's largest beauty group, set up an exhibition hall of up to 500 square meters, including 16 iconic beauty brands such as L'Oreal Paris, Lancome, HR, Giorgio Armani, Biotherm, covering high-end cosmetics, popular cosmetics, professional hair products and active health cosmetics. In addition, L'Oreal's YSL beauty and Armani beauty showcased virtual makeup technology at the first consumer expo; Biotherm also launched a 360-degree immersive art space created in collaboration with multimedia artist Coco Capitán. The main purpose is to raise the awareness of the visitors to protect the ocean. To continue the successful momentum of the first Consumer Expo, L'Oréal Group will expand the venue area to 625 square meters in the 2022 Consumer Expo, and will also focus on showcasing its strong brand portfolio. For example, Prada Beauty will launch its five iconic fragrance series in mainland China, while YSL’s Le Vestiaire Des Parfums fragrance will be the first Asia-Pacific launch of the group’s travel retail business, exclusively for Hainan, China. It is worth noting that Estee Lauder, a world-renowned beauty group, also announced its participation in the 2022 Consumer Expo, which is also the first time that the Estee Lauder Group will appear at the Consumer Expo as a group. At this conference, the group will bring its 13 iconic brands including Estée Lauder, LA MER, M·A·C, Clinique and so on. In addition to these brands already sold in mainland China, Estee Lauder Group is expected to bring two brands that may meet consumers in mainland China in the future at the 2022 Consumer Expo - Le Labo and Aveda. In addition, Shiseido Group's new technology oral beauty brand Inryu and makeup concealer brand PF-COVER will also make their debut at the Consumer Expo; the world-renowned beauty and fragrance company Coty Group will also bring its Eight iconic beauty brands to China, including Chloé and Miu Miu, making their debut at the 2022 Consumer Expo in Hainan. According to the official website of the Consumer Expo, as of January 2022, the global exhibition recruitment of the Consumer Expo 2022 has been basically completed, and more than 2,000 leading brands will participate in the exhibition. The total exhibition area of this year's Consumer Expo will expand from 80,000 square meters in the first session to 100,000 square meters. Among them, the international exhibition area has increased from 60,000 square meters in the first session to 80,000 square meters, and the proportion of the exhibition area of international brands has increased from 75% in the first session to 80%.

Atelier Cologne, a perfume brand of the L'Oréal group, has launched two pop-up stores on a Chinese duty-free channel, which are located in Sanya, Hainan, China, aiming to focus on promoting the new perfume Gaïac Eternel. Since entering the Chinese market five years ago, the brand now has 19 offline brick-and-mortar stores and is present on two mainstream e-commerce platforms, Tmall and JD. L'Oréal stated its luxury fragrance business has seen significant success in 2021, mainly thanks to the growing spending power of Chinese consumers. In 2017, French cologne brand Atelier Cologne began its full-speed expansion into China after the acquisition by L'Oréal group, and opened its first boutique in Shanghai, China Five years on, the number of the brand's offline brick-and-mortar stores in China has grown to 19. In 2019, Atelier Cologne entered Tmall to develop online sales channels. The brand then entered Jingdong, a well-known e-commerce platform in China. On the Tmall platform, there are two products with monthly sales of over 1,000 in its official store. On the Jingdong platform, there are 10 products with more than 10,000 reviews in the brand's store. Recently, the pop-up stores of Atelier Cologne settled in Sanya, Hainan at the same time, and were stationed in Sanya Travel Duty Free City and CFS Sanya International Duty Free Shopping Park respectively. According to the observation from CHAILEEDO, the two pop-up stores are designed in the shape of a sparkling gift box, and the dreamy starlight table inside the stores is inspired by the brand's signature citrus fragrance elements. To present consumers with a dreamy feeling as if they were in California in summer, the brand designed a fruitful citrus wishing forest around the landscape of the classic holster wall of Atelier Cologne. Both stores will focus on the newly launched Collection Rare Gaïac Eternel. The fragrance was first launched in China at the end of last year, priced at $160/30ml. It is reported that perfumer Jérôme Epinette made the fragrance inspired by Paraguayan Guaiac wood, and its woody notes are distinguished by the addition of Paraguayan Guaiac wood. In addition, the stores in Hainan will also exclusively sell two types of glowing shower gels and moisturizing body lotion, namely Orange Sanguine and Oolang Infini. In fact, in May this year, Atelier Cologne also launched a limited-time summer pop-up store in Nanjing, China. According to the data provided by the Hainan Provincial Department of Commerce, as of March 27, 2022, BST, the sales of Hainan's duty-free stores exceeded 2.23 billion yuan this year, achieving headwind growth despite COVID-19. As part of the duty-free product categories, perfumes and cosmetics have been the most purchased products by travelers, CHAILEEDO observed that in the face of China's huge duty-free market, international cosmetics giants such as L'Oreal group and Estee Lauder have also been actively laying out the Hainan duty-free market in various ways in recent years, and opening limited-time pop-up stores are one of the ways. As the first brand that only focuses on manufacturing fine cologne, Atelier Cologne is famous for its unique concentration technology and long-lasting high concentration of essential oils. At present, the brand has successfully made Orange Sanguine, Oolang Infini. and other fragrances sensational in the Chinese market. The report released by IResearch shows that in 2020, the global perfume market size is about $60.3 billion, and the Chinese market accounts for only 2.5%, with huge development potential. In recent years, global cosmetic giants such as L'Oreal group, Coty, Shiseido and Puig are also actively promoting their perfume brands in China. On the 2021 results reference call, Cyril Chapuy, president of L'Oréal Luxe division, emphasized that the luxury fragrance business had achieved remarkable success in the past year, and that the category's "explosive growth" in China was the fundamental reason for the high growth of the category. He was optimistic about the growth of the luxury fragrance business and expected it to grow at double-digit rates in the coming years. "It has a 'perfect portfolio' of luxury fragrance brands represented by Maison Margiela and Atelier Cologne, which are highly recognized by Chinese consumers", Chapuy added. The launch of two pop-up stores in Hainan, China, is also an effective way for the brand to reach more Chinese consumers, expand travel retail channels and enhance its brand influence.

In the post-epidemic era, consumers are paying more and more attention to "natural" cosmetics, and "natural" has also become a powerful propaganda point for many cosmetics merchants. So, what exactly is "natural" makeup? Are "natural" cosmetics really safe? Recently, CNPHARM published a popular science article "Beware of the Trap of "Natural and Organic" Cosmetics". The article mentioned that there is no concept of "clean natural cosmetics" in China's cosmetics classification, and according to the "Cosmetics Label Management Measures", Cosmetics can not claim the absolute concept of "clean natural". In the post-epidemic era, enjoying a healthy and environmentally friendly low-carbon life has become the consensus of more and more consumers in China. Following this trend, the pursuit of natural and safe skin care products in production and use has become the development trend of China's cosmetics industry. Natural cosmetics are very popular on Chinese social platforms. For consumers, oversized labels with "green", "safe" and "natural" have always been highly sought after. Based on the report data released by Future Market Insights, a global market research agency, the market size of natural cosmetics will reach 54.432 billion US dollars in 2027. And according to the forecast from Mintel, in the future, cosmetics based on natural raw materials and without excess chemical ingredients are likely to become the fastest-growing category in the industry. So what exactly are "natural" cosmetics? Popular science articles pointed out that natural cosmetics generally refer to cosmetics with natural plant ingredients. For example, orchid extract has anti-aging effect, rose flower extract has brightening effect, and tea tree extract has anti-acne effect, and these plant-derived raw materials are called natural ingredients. Natural cosmetics are sought after by consumers because of their safe ingredients. So are those cosmetics containing natural plant ingredients really safe? In fact, in cosmetics, even if there are some natural plant ingredients, there are restrictions on the content and ratio, and they are not absolutely non-toxic and harmless. For example, many plants contain "furanocoumarin" substances, because the amount of the content is different, which will lead to people coming into contact with plants containing more "furanocoumarin" substances, and dermatitis will occur after exposure to light. Therefore, natural does not mean absolute safety. Consumers should choose skin care products that suit their skin type, rather than blindly pursuing being natural. Especially for people who are prone to allergies, some plant extracts have more complex components and are more likely to cause skin sensitivity. In the opinion of Chinese industry insiders, the so-called pure plant and pure natural cosmetics often only add some so-called clean natural plant extracts to conventional products. Regardless of the amount of added botanical extracts, the matrix that makes up the product is still the chemical itself. So, natural cosmetics is just a marketing concept. The popular science article also mentioned that there is no accurate definition of clean natural cosmetics in the Chinese market, that is to say, there is no uniform standard to judge which products are clean natural and which are not. In addition, absolute words such as "pure plant" and "clean natural" are prohibited words expressly ordered by the Advertising Law of the People's Republic of China. Cosmetics propaganda cannot contain similar words, and related words such as "absolutely safe" and "guaranteed to be non-toxic and non-irritating" are even prohibited.

Sisley China announced Chinese singer Liu Yuxin as the spokesperson for Sisley HAIR Rituel, which has brought a lot of heat to it. Sisley HAIR Rituel covers 11 products including shampoo, hair care cream, hair mask, hair care serum, hair care oil and styling spray. Currently, Sisley China is stationed on two e-commerce platforms, Tmall and JD, and has 146 physical stores. On June 10, Sisley, the famous French cosmetic brand, officially announced that Chinese singer Liu Yuxin was the brand spokesperson of its hair care brand HAIR Rituel. According to Qeyes' observation, the announcement was released only 8 hours ago, and the related tag on Sina Weibo has already been read more than 170 million times, and also triggered nearly 800,000 people to discuss. The day before the announcement, Sisley posted a video on Sina Weibo to preview, which only showed the back and body parts of the spokesperson. In the comment on the blog, Liu Yuxin's fans commented enthusiastically. Along with the official announcement of the spokesperson, the brand also launched a new line Soothing Anti-Dandruff, including the Soothing Anti-Dandruff Shampoo and the Soothing Anti-Dandruff Serum, priced at $82 and $135 respectively, available only on Tmall and the brand's website. According to CHAILEEDO, the new line range features three main ingredients: Piroctone Ethanolamine Salt, Celery Seed Extract, and Sage Extract, which are effective in balancing the scalp environment, strengthening the scalp barrier, and cleansing the scalp, respectively. Founded 46 years ago, this high-end beauty brand from France has product lines covering skincare, color cosmetics, fragrances, hair care, body care, and other categories. According to CHAILEEDO, Sisley has been present in the Chinese market for 16 years and currently has 146 offline stores in China. In 2016, Sisley entered Tmall, thus officially opening up the online sales channel. Since then, the brand has also been present on the e-commerce platform JD. According to CHAILEEDO's observation, on the Tmall platform, the brand has 2 products with monthly sales of over 10,000, namely Ecological Compound and Black Rose Skin Infusion Cream. In addition, the brand's sales in the 2019 Tmall Double Eleven shopping festival exceeded RMB 100 million（15 million dollars）. As a high-end beauty brand with high prices, Sisley China has been implementing a brand rejuvenation strategy in recent years to proactively reach more young consumers. It is reported that the brand's main consumer group is currently in the 20-25 age group. The official announcement of a young and influential spokesperson is also part of Sisley’s brand rejuvenation strategy. This will not only allow some of the celebrities' fans to be converted into users of the brand but also enhance its visibility and brand power among young consumers. According to CHAILEEDO's incomplete statistics, Sisley China has officially announced 13 Chinese celebrities this year. Otherwise, the spokesperson Liu Yuxin is a young Chinese singer who has 22 million followers on Sina Weibo and is loved and sought after by many young Chinese people. It's worth mentioning that the last beauty brand to cooperate with her was Dior Beauty China. Only time will say whether the new spokesman can Drive up sales and enhance brand influence.

Chinese skincare brand KANS launched a new Peptide Tender Firming Toner in a limited edition co-branded with Chinese calligrapher Zhu Jingyi, which claims to add Tiracle Pro, a peptide ingredient, with the main effect of lightening and firming anti-aging, at a unit price of $35. Previously, in the anti-aging category, KANS had launched the Copper Peptide Firming Essence Gift Box, claiming to have real-time anti-aging and restorative effects with Copper Peptide as the core ingredient. According to CHAILEEDO, KANS was founded in 2003 and is part of the Chicmax Group. In 2022, the brand was officially upgraded and positioned as a "scientific anti-aging" brand. In fact, KANS has been preparing for anti-aging for a long time: in 2016, the Chicmax Group's research center in Kobe, Japan was established. In 2018, Chicmax Group Cosmetics' research center at its headquarters in Global Harbor was put into operation. At that time, KANS announced that the exclusive patented ingredient Tiracle was fully operational and followed by the launch of the KANS Hydra-Replumping series, driving a comprehensive upgrade of the brand. "When Chinese brands develop new technologies and products, there is nothing readily available to learn from, so we have to try and make mistakes again and again. The process is boring and there is no feedback, But without trying, you never know where your limits are." said the head of KANS. It is reported that Chicmax Group invests nearly 100 million yuan($14.86 million) in research every year, with two major research centers in China and Japan, two major supply chains, and a team of more than 200 R&D personnel, deeply cultivating anti-aging/micro-ecology/sensitive skin care/infant care and other segments. KANS has been exploring innovative segments of anti-aging efficacy, for example, launching the Activator Energy Infusion Essence series, which focuses on anti-sugar, anti-blue light, and anti-oxidation. In 2021, KANS further enriched its high-end anti-aging product line, pursued the perfect ratio of anti-aging ingredients, and launched "Anti-wrinkle Protecting Double Serum" and "Collagen Plumping Cream Based Sheet Mask". The Anti-wrinkle Protecting Double Serum is sold for $47.4 at the Chinese e-commerce platform Tmall flagship store, with monthly sales of 2,000+ units. It is worth mentioning that under the new Chinese cosmetic regulations, the development of new products has generally become slower, but in order to quickly and flexibly respond to new consumer demands, KANS has 3-5 formulas for each product undergoing R&D and efficacy verification at the same time, in order to "take small steps" while playing it safe. It is reported that KANS reached sales of $170 million in 2021 (as of September 30). According to the person in charge of KANS' official flagship store, "Since its arrival on Taobao, KANS' sales curve has rocketed, with monthly increases of 30% to 55% compared to the previous month, and an average annual increase of over 100%." Since 2021, sales in Taobao have increased by 600% year-on-year, with sales of core products exceeding 4 million yuan ($594,000). Its main Copper Peptide Firming Essence Gift Box has total sales of 5,000+ units, priced at $133.6. For the sector of anti-aging, international beauty groups such as Estee Lauder, L'Oreal, and Shiseido have launched long-established anti-aging products. Such as Estee Lauder's main anti-aging ingredients ergothioneine, L'Oreal launched a patented ingredient Boswellin, as well as SK-II patented ingredients PITERA, etc. And in recent years, Chinese beauty brands have also entered the game. For example, Chinese hyaluronic acid giant Bloomage Biotech has developed Biobloom™ Micromax ME-2, a new member of Bloomage Biotech's family of fermentation platform ingredients. This new ingredient focuses on anti-aging, rich in a variety of amino acids, water-soluble proteins, polysaccharides, organic acids, and other active substances, including anti-oxidant superpowers from probiotics. Whitening, moisturizing, and anti-aging, are the beauty industry's recognized skincare three needs, anti-aging is regardless of skin color, regardless of race, and the global consumer "take-all" skin care needs. In terms of the Chinese market, anti-aging has shown an increasingly young trend. According to a survey, 59.2% of people in their 20s and 30s are stressed about aging, and 19.64% of young people aged 20 to 25 are "very anxious" about aging. At the same time, 28% of the post-00s have started using anti-aging products. Undoubtedly, in recent years, anti-aging has been one of the fastest growing and most promising segments in China's skincare sector.

Recently, the Chinese aromatherapy brand ToSummer launched a new product Tarragon Charcoal Hand Sanitizer, claiming to add black charcoal, Tarragon Charcoal extract, and other ingredients, a variety of amino acid table live, taking into account strong cleaning and gentle moisturizing. The official price at its Wechat mini program is $28.2. According to CHAILEEDO observation, this is the first time ToSummer launched a hand sanitizer. Officially, ToSummer stated the original idea of making a hand care line came from a trip to Jingdezhen, the home of Chinese porcelain. In the ceramics workshop, the hands of potters make clay, draw billets, fire kilns and glaze daily, resulting in white ceramics. ToSummer found a strong contrast between the delicate elegance of porcelain and the rough hands of the artisans and the simplicity and resilience of both. With this as inspiration, ToSummer had the intention to launch a hand series, and from the beginning of planning, there was a combination of hand sanitizer and hand cream, and this time, after many experiments and polishing to officially announce the new hand sanitizer, ToSummer also hopes to let customers experience the brand's craftsmanship spirit. The main ingredients Tarragon Charcoal of the new Tarragon Charcoal Hand Sanitizer is an oriental plant herb. During the process of making fragrance, it was added bitter orange leaf, vetiver to the rich flavor, and the use of a number of European herbal essential oils. It is worth mentioning that ToSummer sold 1,000 pieces on the first day of its launch, and its iconic products Yi He Jin Gui broke a record of three seconds when its first launch was snatched up. This fragrance is a portrayal of the scent of autumn osmanthus in the north of China. The team of ToSummer move between Beijing and Grasse several times. Finally, the fragrance was produced in the French centuries-old spice workshop in the ancient extraction chamber blend interpretation. In terms of ingredients, the brand also used the new laurel grown in southern China in August regardless of the cost. It is reported that ToSummer focuses on niche original fragrances with oriental botanical tones, which was officially launched in January 2019. When purchasing ToSummer products, users can choose to customize the products and give the recipient a unique blessing. Few brands choose to do customization because it will cost a lot in terms of labor and materials such as the need for additional custom bottles, custom labels, and then applying the labels by hand to the bottles and then a second label on the outside of the box. However, for ToSummer, customization gives the fragrance product the additional property of a gift, and the gift is able to spread twice. The recipient has a high chance of posting a Wechat Moment after receiving ToSummer's product. This not only gives warm to the product, adds camaraderie to the content, but also reduces the cost of spreading ToSummer. According to the official news of ToSummer, new limited products will be published every Thursday at 20:00 (Beijing time). The founder of the brand once responded: We until now have been adopting a strict order process, not assembly line production, but also because of the particularity of fragrance materials. Also, a lot of raw materials need to be ferried from around the world, such as the UK, South Africa, such as the United States, then the material can only be excavated in our studio and complete a series of follow-up work, which is also the reason for our limited sales." For this marketing approach, some industry professionals believe that it can be regarded as hunger marketing, ToSummer Shenzhen's first store is also limited to 30 units per person. However, it is undeniable that this marketing technique, coupled with the excellent quality of ToSummer's own products, has brought obvious benefits. According to a Chinese research institute, by May 2021, ToSummer's WeChat subscriptions reached a million with 100,000+ loyal users and a 60% repurchase rate. Some media estimated that ToSummer's GMV will be over 100 million($15 million) in 2021 based on the WeChat mini mall alone. According to Euromonitor forecasts, China's fragrance market size is expected to reach $0.64 billion in 2025, with an annual compound growth rate of about 21.78% from 2021 to 2025. One Chinese research institute combined the development of China's fragrance market in recent years and the Euromonitor forecast from 2021 to 2025, it predicted that in 2026 China's fragrance market size is expected to exceed $5 billion. The rapid growth of China's fragrance market also does provide broader development opportunities for innovative fragrance brands such as ToSummer, including Scentooze, Plustwo, Youth Beast and many other fragrance brands that have also received capital support.

China's original plateau plant skincare brand, She Log, will launch its new Matsutake Mushroom Soothing Mask on June 18, claiming to add Matsutake Mushroom Extract from Shangri-La and Olive Extract from Yongren, Yunnan. According to CHAILEEDO observation, She Log was established in Guangzhou in December 2020 and is dedicated to creating green, safe, gentle, and effective skincare products, its products include pine mushroom series amino acid cleanser, essence water, cream, mask, makeup remover, etc., available on Tmall, Jingdong, and other Chinese e-commerce platforms. Its brand positioning insists on being rooted in China, using rare plant extracts, taking scientific innovation as the core concept, delivering green and healthy beauty care solutions and a simple lifestyle, integrating Chinese wisdom, and inheriting the beauty of oriental balance. The brand's first pine mushroom series are mainly for repair and moisturizing effects, and the ingredients are free of fragrance, preservatives, and other risky ingredients, so they are mild and safe, and can be used by men and women over 16 years old, pregnant women and sensitive skin. She Log's Matsutake Mushroom series includes 4 products: Matsutake Mushroom Essence Water, Matsutake Mushroom Nano Milk, Matsutake Mushroom Smoothie Cream, and Matsutake Mushroom Amino Acid Cleanser. The products focus on calming and soothing, hydrating and repairing, and strengthening and stabilizing. From the brand's claim, the entire series is based on the core of rare matsutake mushrooms, with three equally precious ingredients: white truffle, birch borrelia, and ergothioneine, forming the first patented composite of rare ingredients into X-Compocalm. In addition, the brand claims to adhere to the 0-additive, and never add pigment, alcohol, hormones and other stimulating ingredients. CHAILEEDO noticed that the whole series of products in the Matsutake Mushroom series have added Matsutake Mushroom extract. As an endemic plant in Asia, matsutake mushrooms grow in an extremely harsh and long growing period and cannot be cultivated artificially. Matsutake is rich in 18 amino acids, 14 essential trace elements, and 49 active nutrients. It also has a unique double chain of Matsutake Mushroom polysaccharides, Matsutake Mushroom polypeptides, and the anti-cancer substance Matsutake Mushroom alcohol. In the core patented complex ingredient X-Compocalm developed by She Log, it is added with Matsutake Mushroom extract, white truffle fungus extract, birch brown conidia extract, and patented ergothioneine, which is rich in triterpenoids, polyphenols, polysaccharides and other ingredients with antioxidant and restorative effects. When it comes to the application of mushrooms in the field of skincare, there is nothing better known than the Mega-Mushroom Relief & Resilience Lotion of Origins. The main ingredients in the product are birch brown fungus nucleus extract, Ganoderma lucidum extract, ergothioneine, and other ingredients. In addition, Fresh has also launched a sleep mask focusing on white truffle extract. It can be seen that many brands that apply mushroom ingredients will start with some large medicinal fungi and use the famous as the product endorsement. Such as ganoderma lucidum, matsutake mushroom, white truffle, etc. are favored by many brands. In previous years, some mature brands would apply medicinal fungal ingredients such as Ganoderma lucidum may be more of a gimmick of fame. In today's technology and ingredients gradually transparent, the advantages of mushroom ingredients need to be illustrated with more clear ingredients and raw materials. It is worth mentioning that She Log positioning - China Rare Plants is not uncommon in today's Chinese products. However, the brand positioning, brand story, product ingredients, product series, product packaging, parcel card system, visual system, and spokesperson's tone are highly unified, so that when consumers and the brand reach consumers, the impression of the brand is "rooted in China, rare plant extract" have always been reinforcing in consumers' heart. With the younger generation's growing sense of national cultural identity and actively embracing the oriental aesthetic trend, national products have become a brand with a high degree of consumer acceptance. The Rare Collection, born and raised in this area, has caught the east wind of the times, and the cumulative harvest of its followers has reached 100W+, leaping to become the "black horse of Chinese products" in the minds of consumers. It is reported that during the brand's first Double 11(Chinese shopping carnival), its star products monthly sales reached 15000 units. In February 2022, its sales in the Taobao channel reached $2.23 million.

Chinese color contacts brand Kilala has already surpassed last year's first four hours of sales before the opening of the Tmall 618 this year (China's mid-year e-commerce promotion) on the Chinese e-commerce platform in just 30 minutes. In its official Tmall flagship store, the top-selling brand is Kilala annual contacts, which are priced at $11.87 and have monthly sales of 100,000+ units. According to CHAILEEDO, Kilala was founded in 2011 and is one of the first batches of Chinese color contacts independent brands. It mainly focused on the 18-24-year-old group in Generation Z, providing color contacts, as well as contact lens care solutions, eye lotion, steam eye masks, and other eye fashion and health-related care and peripheral products. From 2016 to 2020, its sales for five consecutive years maintained double growth. In 2020, it ranked No. 1 in sales of color contacts on Tmall Double 11(Chinese Shopping Carnival in November) and Double 12(Chinese Shopping Carnival in December). According to official information provided by Kilala, from May 2020, Kilala's color contacts sales surpassed those of international brands such as Hydron, Bausch, and Johnson & Johnson in the Chinese online market. From July of the same year, it ranked first in daily and semi-annual color contact sales across the network. The hot-selling hyaluronic acid daily disposable contacts sold 270,000 boxes per month, and won the color contacts category one in Tmall for six consecutive months, with the first single link sales and single sales of over 10 million. In 2020, the brand's GMV was nearly $74.3 million, up 400% year-over-year. In August 2021, Kilala completed over $59 million in Series B and B+ rounds of financing, with an annual GMV of over $119 million, which is the largest funding amount disclosed in a single round for the color pupil track at that time. In the 2021 618 campaign, Kilala launched the planet series, as well as the Hyaluronic Acid gift box. In addition to the brand proposition of "black technology", "fun" and "interesting" for the Z generation, the packaging is not only fun from the inside out with a face and material, to meet their consumer proposition of healthier and more beautiful products, but also more unique, more interesting and fun mysterious exploration desire. With the nebula chart of the eight planets as the design inspiration, from the exterior packaging to the interior pattern design, it includes the naming of colors, such as Neptune blue purple, Uranus black dumplings, Jupiter blue dumplings, Saturn pink purple, Mars dumplings and so on. It connected the "trend" and "eye-catching" and the insight of cosmic science and culture. The deep and mysterious brand connotation can be perceived by users, so as to make the Z generation of consumers to be their fans. In addition, Kilala used the 618 as an opportunity to join hundreds of KOLs and KOCs to focus on a new category of "hyaluronic acid contacts" for the first time to target consumer groups. As the pioneer of this category and the first Chinese brand to introduce hyaluronic acid ingredient technology into contacts, the marketing campaign has achieved good results. According to the official results list, the Kilala Tmall flagship store achieved 450% growth in 2021 an hour before the start of the sale compared to 2020. During the same year the entire 618 periods, the ace water hyaluronic acid daily disposable contact sales volume reached 200,000 boxes, and sales are more than $1.5 million. In May this year, Kilala and IP of the Chinese popular game King of Glory co-branded launched Kolalla X King of Glory co-branded a series of color contacts. This is the first time that Kolalla has cooperated with a game IP since its co-branding with anime IP and cute pet IP, and it is also the first crossover of the King of Glory linked color pupil category. This cross-border co-branding cooperation creates a point of differentiation for Kilala, prying the brand to drive users to wear contacts in addition to the makeup scene, creating a new scene where female gamers choose hero-branded contacts for heroes, physicalizing the game equipment, thus penetrating eye fashion into the players' circle, resonating with the heroine's rice circle culture, realizing the communication between color contacts products and gamers. Boosted by the "Beauty Economy," color contacts have become one of the hot new consumer trends of the moment. The Tmall Contact Lens Industry Crowd Insight White Paper, released on July 21, points out that in the past three years, the average annual growth of color contacts has been nearly 50 percent, accounting for nearly 60 percent of the contact lens market and maintaining high growth. A Research Institute predicts that by 2025, the market size of China's color contacts industry will reach $7.4 billion, and is expected to become one of the most important markets in the world.

On June 10, Beijing time, National Medical Products Administration of China issued a document stating that because the cosmetic contact lenses directly cover the surface of the cornea and are in close contact with the eye tissue, it is directly related to human eye safety and has a high risk. On June 10, Beijing time, National Medical Products Administration of China issued the "Reminders for the Purchase and Use of Decorative Colored Flat Contact Lenses (cosmetic contact lenses)", pointing out that "cosmetic contact lenses" have high risks and are managed as a third-class medical device in China, advising people not to buy unregistered products from informal merchants or online stores for cheap prices. "Cosmetic contact lenses" are contact lenses with decorative features, known professionally as "contact lenses". National Medical Products Administration of China pointed out that because it directly covers the surface of the cornea and is in close contact with the eye tissue, it is directly related to human eye safety and has high risks. To evaluate the effectiveness, only after obtaining the medical device registration certificate can it be produced, sold and used, and its production enterprises also need to obtain a "Medical Device Production License" before production; businesses operating such products need to obtain a "Medical Device Business License" to be able to operate. According to the observations from CHAILEEDO, the beauty contact market is full of chaos. Not only do large and small optical shops sell them, but even boutiques, small grocery stalls, cosmetics stores, and nail salons can sell cosmetic contact lenses randomly. They are often cheap, so you can buy a pair for a few dollars; and some lenses are directly packed in small transparent bottles, with only the production date and shelf life on the packaging, and there is no manufacturer or product label. product". In addition to offline channels, there are countless shops selling beauty contact lenses online. On Tmall, a mainstream e-commerce platform in China, using "cosmetic contact lenses" as a keyword search, it is found that some cosmetic contact lenses products are listed as "pharmacies" on the Internet, but when consulting the information on cosmetic contact lenses, the pharmacy customer service said that information about cosmetic contact lenses needs to be answered by someone else. Also, the delivery location of other products in the pharmacy is not the same as the delivery location of the same store's cosmetic contact lenses. According to CHAILEEDO, some sellers of cosmetic contact lenses are not qualified themselves. With the strict supervision of e-commerce platforms in China, they will choose to cooperate with some online pharmacies to sell cosmetic contacts and other products by taking advantage of the other party's medical device license. The merchant is likely to be a warehouse and choose to cooperate with multiple online pharmacies, so it is normal for the delivery area to be inconsistent, so it is difficult to guarantee the quality of cosmetic contact lenses. In addition, the cosmetic contact lenses sold on the e-commerce platform also have multiple brands of products using one medical device registration number, some of which may be used fraudulently, and some are products of the OEM model. This is because China has strict supervision of medical devices, not only in terms of technology, production conditions and other requirements, but it takes a long time to obtain a license. Therefore, many businesses choose the OEM model, only need to obtain a medical device business license, and then affix different brands to make a sale. In this OEM mode, the quality control of cosmetic contact lenses is prone to have such loopholes and the quality is worrying. With unclear qualifications and excessive publicity, the quality of cosmetic contact lenses has become a problem that consumers have to carefully identify. In recent years, it is not uncommon to see news such as vision loss and eye stones due to frequent wearing of cosmetic contact lenses. Behind the booming market and fancy marketing of cosmetic contact lenses, many consumers who are attracted but have not yet matured their ability to distinguish often become victims of inferior cosmetic contact lenses. Therefore, special attention must be paid to the inferior quality and hidden dangers of cosmetic contact lenses. In particular, most of the people who use cosmetic contact lenses products are teenagers who love beauty. Improper use will leave serious health risks. First, the Chinese regulatory authorities need to implement strong regulatory measures to solve the chaos in the cosmetic contact lenses market through special rectification; secondly, Chinese online platforms need to fulfill their own responsibilities and rectify some non-compliant behaviors of selling cosmetic contact lenses; Thirdly, consumers should learn to protect their rights and interests and cannot ignore the quality of cosmetic contact lenses.

Chinese makeup brand Little Ondine held an offline event #Showing Cool and Awesome Girls in Special Tour from Little Ondine# in Wuhan, China from June 11 to 12. Beauty lovers are invited to make cool-girl eye makeup on site and visitors passing by can vote dynamically. The eye makeup with Top12 votes will be displayed on the on-site screen. The winner will get $4482 in cash. According to Qeyes' observation, at the site, Little Ondinecially also set up trendy containers for visitors and some influencers to take photos. In the eye makeup customization area, Little Ondine arranged for some professional makeup artists to customize eye makeup for girls. Once the makeup is completed, participants can go to the center of the stage for a blockbuster photo shoot, and receive a one-day big star experience card, and an exclusive blockbuster. Little Ondine also builds a whole wall of beauty blind boxes for customers and guaranteed a 100% win with prizes of Little Ondine Highlighter and genuine single products. The first campaign on the same topic was held in Chengdu, and the topic has been read by 54,000 times on the Chinese social media platform Weibo with many netizens participating in the discussion and posting photos of the event. Founded in 2013 by designer Simon Yu, Little Ondine was acquired by Perfect Diary's parent company YATSEN E-Commerce in 2019 and has since launched a series of eye, lip, and foundation makeup products. The official WeChat public number of YASTEN E-Commerce shows that Little Ondine is positioned as a hip and fun makeup, hoping to leave a hip and cool impression from the use of color, and concept creation to the visual presentation of the products. The official website of Little Ondine shows that on Double 11(Chinese Shopping Carnival) of 2020, Little Ondine's Tmall flagship store accumulated sales of over 100 million (over $15 million) and sprinted into the top 10 of Tmall's color cosmetics list. In the first quarter of 2021, Little Ondine launched a co-branded eyeliner together with its new branded hip-play partner Huang Zitao(a Chinese male singer with 67 million followers), which won the Top 1 in the category of eyeliner and mascara in Tmall, and its Tmall sales in the quarter increased by nearly 100% year-on-year. The marketing matrix on Chinese online channels such as TikTok and Xiaohongshu is the reason that Little Ondine's proud achievement. TikTok and Xiaohongshu, as the mainstream content platforms, are the delivery platforms where consumers can most directly feel the value of brand content. Through the brand strength to create high-quality promoting content, real content use experience, and product reviews, Little Ondine successfully matches and attracts the area where the targeted audience is. In terms of communication, Little Ondine has always focused on highlighting the differentiation of its products. In addition, continuing to strengthen the connection with consumer scenarios such as gift-giving, it also creates a sense of presence and belonging for consumers in the targeted group through different KOLs, leading them to make emotional connections to the products. While online social media platforms are the preferred platform for consumers to learn about beauty information, offline stores attract young people with a strong scenario experience. on September 17, 2021, the color cosmetics online brand Little Ondine opened its first offline store in Shanghai. Offline stores are an important vehicle for Little Ondine to showcase the brand's tone to consumers. Through the opening of offline stores, Little Ondine hopes to create an experience value for young women that cannot be realized online with more immersive use scenarios and more realistic user services and to extend Little Ondine's products from visual attraction to perceptible and experiential all-around reach. Little Ondine also launched the offline campaign" Showing Cool and Awesome Girls Challenge" to break the conventional formula with creativity and attitude and create a " Cool Girl" Icon. The brand also invites a celebrity makeup artist to design makeup with her own personal style. Understanding the preferences of young people, Little Ondine provides consumers with a variety of makeup products to help them unleash their personalities and create unique and trendy makeup looks. From the above, it can be seen that both the brand positioning and the online and offline activities of the brand are aimed at Generation Z. Johnny, the brand principle of Little Ondine, said that Little Ondine focuses on the individual needs of Generation Z, incorporates avant-garde and interesting creative concepts into makeup design. The brand dares to break through the traditional makeup design and launches many new products with high value and creativity.