Spes, a Chinese personal care brand, sold more than 2 million units on the first day of the Tmall 618(Chinese e-commerce shopping carnival in the middle of the year) pre-sale, exceeding the overall sales of last year's 618. Spes was founded in April 2020 and started from the demand from current customers with oil control and fluffing hair in scalp care. With two-star products - Spes Scalp-Cleansing and Hair-puffy Sea Salt Cream and Spes Washing-Free Hair Spray, it took the lead in the efficacious head care category. The top-selling product in its Tmall flagship store is Spes Washing-Free Hair Spray, which sold 150,000 units in 10 minutes for 79 yuan ($11.80) in this year's 618 promotion. According to the White Paper of 2021 Chinese Scalp Health released by CBNData, the first financial business data center, "over 50% of consumers say their scalp has problems, and over 60% of consumers will actively pay attention to their scalp health status", and dandruff, oily hair and soft hairstyle have become the top 3 scalp problems for contemporary people. The Spes Washing-Free Hair Spray can quickly solve the dilemma of young people who are in a hurry to go out and don't want to wash their hair. They can only apply just two sprays that make the hair more fluffy and stylish and even avoid some unnecessary embarrassment. According to the report released by CBNData, in 2021, Spes surpassed international brands such as KÉRASTASE and Christophe Robin and ranked first in the "oil control and fluffing efficacy brand", and also became the first brand of oil control and fluffing among new Chinese consumer brands. Spes Scalp-Cleansing and Hair-puffy Sea Salt Cream and Spes Washing-Free Hair Spray have both become popular products. In addition to the good performance of the products, its repurchase rate is also far above the industry average. Taken Spes Spice's Puffy shampoo, for example, the repurchase rate of this product is as high as 26%, which is nearly 20 percentage points higher than the industry average of 6%-8%. Spes Scalp-Cleansing and Hair-puffy Sea Salt Cream was also ranked second on the TikTok repurchase list, which means that many consumers who have used the product have become long-term users of this product. According to the official data of the brand, the sales of Spes Scalp-Cleansing and Hair-puffy Sea Salt Cream exceeded 2 million bottles within six months of its launch and quickly topped the sales of a single product category on three platforms, namely TikTok China, Tmall, and Xiaohongshu, driving the sales of shampoo category to increase by more than 1700%, creating the fastest growing shampoo sector, and making Spes the fastest growing head wash brand in the sector. In addition to its distinctive products and segmentation, Spes' marketing is also in line with the usage habits of the current generation Z. After the official launch of the brand, Spes chose to conduct social content eco-marketing on the TikTok e-commerce platform, allowing the product to form a scale of reach and high concentration penetration among the young group, thus allowing the brand to achieve the triple jump of immediate launch, breaking sales and continuous hot sales. In addition to the accurate capture of public domain traffic and building a communication bridge between target users and brand products with interest, TikTok also refines the operation of Spes' brand private traffic pool. Firstly, the platform supports Spes to build a brand live streaming to continuously convey the brand's story, spirit, and philosophy to consumers, thus allowing platform followers to directly transform and retain as followers of Spes. At the same time, under the arrangement of the Project held by TikTok, Spes was landed on the live streaming of celebrity experts, further amplifying the celebrity effect and further expanding the brand reach rate. With the new scene of live streaming presenting interesting content that is more relevant to young consumers, Spes has completed an efficient chain of products from introducing selling points to showing the effect, and finally achieving advertising and promoting conversion. Thus, it seems that Spes has made itself known outside of the fixed circle precisely by combining the cutting-edge technology of its products and the current hot digital method. Nowadays, Spes has already created a global innovation R&D center with the advantage of a global supply chain and quickly created a global innovation R&D center jointly with Chinese and international first-class scientific research institutions to make innovative R&D breakthroughs from raw materials and formulations.

Canban Kid's, the children's oral care brand of Chinese oral care brand Canban, has launched a limited children's day gift box, "Color Changing Magic Box," which contains toothpaste, electric toothbrushes, and other products designed to prevent tooth decay while adding fun to the brushing process for children. The product is sold on its official WeChat app for 61 yuan ($9.1). Canban is a Chinese oral care specialty brand that focuses on providing full-scene solutions for oral care, with products including mouthwash, toothpaste, oral spray, toothpaste, and tooth flosser. Previously Canban Kid's was established on April 19, and this new product specializing in the children's toothpaste market also shows the potential of the children's toothpaste market from the side. According to the brand director of Kidsmile children's dental market, there are three stages of tooth growth: the period of deciduous teeth - the period of replacement teeth - the period of permanent teeth. Not paying attention to children's oral cleaning in the period of milk teeth, it will be easy to produce a series of oral problems such as dental caries. "According to the fourth national oral epidemiological census, it is found that the rate of dental caries (commonly known as tooth decay) among children aged 5 and 12 years old has increased by 5.9% and 7.8%, respectively, to 70.9% and 34.5% compared with the third census. And the treatment rate is still low, corresponding to 4.1% and 16.5% respectively. In other words, nearly 96% of 5-year-old children with dental caries are not treated, and nearly 85% of 12-year-old children with dental caries are similarly neglected." The problems children currently encounter when brushing their teeth are the poor taste of toothpaste and the low level of fun, which leads to children not focusing on the brushing process. Canban Kid's first product was developed for children aged 3-12 years old and incorporates a special micro-encapsulated color-changing technology that helps children focus on brushing by changing the color of the foam when enough time has been spent brushing. At the same time, the product also adopts a special low-foam technology to reduce the irritation of children's oral mucosa. At present, Canban Kid’s toothpaste for children has been launched in strawberry and grape flavors, and the brand has also launched a limited children's day gift box "Color Change Magic Box", which contains toothpaste, an electric toothbrush, a fun temperature change cup, and children's stickers, hoping that the brushing process for babies will be more practical, fun and artistic. Data shows that in January 2021, the total sales of the top ten brands of children's toothpaste sales in Tmall was $3.77 million, an increase of 50.5% year-on-year. Children's toothbrushes increased by 58.21% year on year. Not only that, but children's electric toothbrush has also become a new outbreak of segmentation. Tmall data show that, for the whole year of 2020, Tmall platform children's electric toothbrush sales of the top ten brands including SakyKids, Oral-B, Philips, Bayer, etc., total sales of nearly $78 million. In January and February 2021, children's electric toothbrush on Chinese e-commerce platform Tmall sales performance is also still a large growth, with the top ten brands' total sales growth of 117.49%, and 33.87% year-on-year, respectively. The growth rate should not be underestimated. The focus is on this segment of children's toothpaste, or see the development of this market. In fact, this is not the first time to start the segmentation of the dental care category. It is reported that in developed countries in the West, the penetration rate of the mouthwash category has already reached more than 30%-40%, while in China, its penetration rate is still very low. With the younger generation of oral health protection awareness and concern for the appearance of the face, so that mouthwash has a considerable market stock, which is the structural impetus to promote the rapid growth of the mouthwash industry. Although Canban entered the oral care market with toothpaste as the entry point, the explosive product that really brought half of the company into people's view was mouthwash. In 2020, at the end of September, Canban first launched mouthwash series products, and achieved single-month sales of more than $15 million within 9 months of its launch, up to 83% of sales. In the 80 days since the launch of the probiotic mouthwash, the company has reached the milestone of sales exceeding $15 million. The series has sold a cumulative total of 1,500W+ bottles across the network and has been promoted to the Top 1 mouthwash brand in Tmall. This mouthwash "as its name" specially added yogurt with the same probiotics not only can balance the oral flora, and inhibit the growth of harmful bacteria, but also help to protect the teeth, to establish a better oral prevention system. In addition, the mouthwash used herbal extracts, 360 degrees of nourishing oral cavity, and reduce 99.9% of oral bacteria breeding for deepening clean mouth. In addition to mouthwash, at present, the number of SKU of Canban is as many as 80+ and has been involved in mouthwash, teeth whitening paste, oral spray, and other subcategories, gradually covering the entire oral care field, and recently launched a shower gel shampoo and other toiletries, gradually expanding the categories involved.

The other day, the Chinese Tiktok e-commerce platform announced that new businesses of "An Naisai" and other three brands are prohibited from settling in and issuing new products, because of a large number of fake reports and after-sales complaints from consumers in these three brands. A few days ago, the Chinese interest e-commerce platform Douyin E-commerce(Chinese Tiktok) issued a notice that due to a large number of consumer reports of fake goods and after-sales complaints in the three stores of "An Nasai", "HLZM", and "DVIP" that affect consumers' shopping experience, the platform will prohibit the new merchants of "An Nasai", "HLZM" and "DVIP" from entering and launching new products of this type so as to protect the rights and interests of consumers. The control took effect on May 30, 2022, BST (all times in this article are Beijing time). "Why is ‘An Nasai’ banned ?" "Isn't ‘An Nasai’ a brand of Shiseido in Japan?" "‘An Nasai’is very useful, it's the sunscreen that I love every summer", on Chinese social platforms, many consumers have questions about this. According to CHAILEEDO, it turns out that this “An Nasai” is not the one that consumers talk about. Shiseido does have a sunscreen brand called ANESSA, but this sunscreen is not called “An Nasai” in mainland China, its pronunciation is “An Resha”, similar to “An Nasai” both in writing and pronunciation. According to public information, ANESSA was launched in Japan in 1992 and is a professional sunscreen brand owned by Shiseido in Japan. So, why do consumers in mainland China misunderstand and regard "An Naisai" as the Shiseido "An Resha"?(Chinese pronunciation of ANESSA) This is because ANESSA, a sunscreen brand owned by Shiseido Group, is translated and called "An Nasai" in Hong Kong and Taiwan, so before ANESSA officially entered the Chinese mainland market, consumers had already formed a certain understanding of it, thinking that it was still called "An Nasai". However, before ANESSA entered the Chinese mainland market, someone had already registered the third-class trademark "An Nasai"(Just like the name of ANESSA in Hong Kong and Taiwan), so the "An Nasai" trademark had already been occupied. Therefore, when ANESSA entered the Chinese mainland market, it was registered and used under the brand name of “An Resha”, which made consumers quite confused. To sum up, the "An Nasai" banned by Douyin e-commerce this time has nothing to do with ANESSA, a professional sunscreen brand owned by Shiseido. It is understood that previously, Douyin e-commerce released the "Selling Counterfeit and Pirated Goods-Guide to Rules", which clearly defined the behavior of selling counterfeit products on the platform, so as to regulate the behavior of merchants and protect the rights and interests of consumers. In April this year, Kwai e-commerce also launched "Trust Purchase". The "Trust Purchase" integrates a number of products and after-sales protection rights and interests of Kwai e-commerce, which is conducive to reducing users' decision-making costs, enabling consumers to rest assured of product quality and worry-free of after-sales service. On June 2, Kwai e-commerce also announced that the "sesame first" service of sesame credit was launched on the whole platform. When qualified consumers buy goods with the "use first, pay later" logo, they can choose to place an order through "sesame first". There is no need to pay any fees when placing an order. The payment will be deducted after the trial is satisfactory. With the emergence of more and more e-commerce platforms, the e-commerce industry has gradually become increasingly saturated. How to retain users is the most important thing for e-commerce platforms. First and foremost is that the platform should regulate the behavior of merchants and create a good environment for users. This is because once the e-commerce platform sells fake products and does not supervise it, allowing it to develop, will damage the reputation of the platform and cause the users to lose. Therefore, striving for a reputation in the hearts of users is the key factor for the platform to resolutely rectify the sales environment. Regardless of the platform's management or user experience, any e-commerce platform should have zero tolerance for counterfeit and pirated goods.

For Shanghai beauty companies, the most difficult time is coming to an end. From June 1st, Shanghai's residential communities will resume access in an orderly manner, public transportation will resume basic operations, and special plans will be issued to support the resumption of work and production in various industries, and to speed up economic recovery and revitalization. The ongoing 618 e-commerce promotion has driven online and offline consumption and has become a key node in the recovery of merchants' vitality. On June 1st, BST (the time of this article is all Beijing time), a number of topics related to Shanghai appeared on the Chinese social platform Weibo such as "Shanghai is back" and "Shanghai is fully back to normal from now on". As the epidemic situation in Shanghai has been effectively controlled and the order of prevention and control has improved, from June 1, the city will lift the temporary traffic control measures in the region and restore normal traffic order. In addition, since June 1, Shanghai has also canceled the whitelist system for enterprises to resume work and production, and canceled the unreasonable restrictions on the resumption of work and production. At the same time, the "Shanghai Action Plan for Accelerating Economic Recovery and Restructuring" was released to promote economic recovery and revitalization in many aspects, such as strengthening support and services for enterprises' resumption of work, production and market, unblocking domestic and international logistics and transportation channels, supporting foreign-funded enterprises to resume production and operation, and taking festivals as an opportunity to promote consumption. For Shanghai cosmetics companies, the most difficult time has passed, and the 618 promotion① is the key battle for the recovery of most cosmetics companies. At 20:00 on May 26th, the 618 pre-sale of China's mainstream e-commerce platform Tmall officially opened. Until the last moment of the pre-sale, PEOPLE was still adjusting its strategy. The marketing director of PEOPLE, a skincare brand in China that focuses on skin problem repair, said, "Seeing the influx of orders, everyone is nervous and excited. Although they are working from home, the discussion in the group is in full swing, and the familiar feeling is back." All the efforts are worth it. In the first hour, the pre-sale amount of PEOPLE's flagship store ushered in an explosion of more than 30 times compared with last year. The brands participating in the 618 are all riveting. China's innovative shampoo and hair care brand Spes reached 3.2868 million US dollars on the first day of 618 pre-sale, surpassing the overall sales of 618 last year. As popular products, 150,000 bottles Washing-Free Hair Spray were sold in 10 minutes, and 100,000 boxes Scalp-Cleaning and Hair-Puffy Sea Salt Cream were sold in 10 minutes. The official flagship store of Amore Pacific's Korean personal care brand, Ryo achieve over 101,000 bottles on the first day of 618 pre-sale, 52 times that of the same period last year. The pre-sale of the popular star Hair Loss Scalp Care set took 52 minutes, surpassing the whole stage of pre-sale last year, and ranked TOP4 on the Tmall shampoo pre-sale list. On the whole, the data of the big data analysis platform MarketIDX ② shows that in the beauty and skin care/body/essential oil sector, the top 10 brands in terms of sales are L'Oreal, Estee Lauder, OLAY, Lancome, Proya, QuadHA, LA MER, Shiseido, SkinCeuticals, Winona, with sales all exceeded 100 million yuan (over 15 million US dollars). Among them, L’Oreal’s sales were US$84.2226 million, ranking first on the list; In the top10 list, only Proya, QuadHA and Winona are listed as Chinese brands, ranking 5th, 6th and 10th with sales of $37.886 million, $32.1560 million and $24.8821 million respectively. In the makeup/perfume/beauty tools segment, there are 9 international brands and 1 Chinese brand Florasis in the top 10 sales. The TOP3 brands are MAKE UP FOR EVER, MAC, and YSL, with sales of $10.384 million, $9.7497 million and $7.6239 million respectively; Chinese makeup brand Florasis ranked seventh with sales of $4.3304 million. On May 31, JD also announced the 618 phased transaction data: the overall transaction value of all beauty categories increased by 90% year-on-year. Among them, the turnover of more than 20 international brands of beauty cosmetics such as Lancome, Estee Lauder, LA MER, Guerlain and YSL increased by more than 100% year-on-year. Chinese innovative brands also showed strong growth during this period, with the turnover of BIO-MESO, PMPM and Simpcare increasing by 5 times year-on-year. In addition, the beauty sales in many cities in China broke new records. Among them, the beauty sales in Shanghai increased by 260% year-on-year, and the beauty sales in Beijing increased by more than 100% year-on-year. Notes: ①618 Promotion: An annual festival in China's e-commerce industry and a shopping festival for the whole people, similar to the "Black Friday" in the United States. ②The data date is from 20:00 on May 26 to 24:00 on May 27, and the statistical amount is calculated according to the amount of the product, including the deposit.

Chinese skincare brand Simpcare FOMES OFFICINALIS Pore Refining Toner and Lotion Set surpassed L'Oreal in Tmall 618 promotion and won No. 1 on the 618 Pore Refining Facial Set Hot List. The product is priced at 199 yuan ($29.8) and has monthly sales of 50,000 +. Simpcare focuses on functional skin care. At present, its Taobao flagship store sells the Simpcare Camellia Toner and Lotion Set with the highest sales volume, with monthly sales of 70,000+ and a price of 169 yuan ($25.3). Simpcare is dedicated to creating functional skincare products for sensitive skin, choosing the ideal natural formula for each skin type. Developers from Simpcare Lab draw on the power of science to extract effective natural ingredients from nature and apply them to each product formula to create an effective natural prescription for Asian skin. Back at its founding in 2019, Simpcare was clear in its professional orientation of adhering to efficacy. Jeffrey, the founder of Simpcare, said, "We don’t adhere to the 'ingredient-centric' style, but focus on the development of 'delicately formulated' products. Products that stand up to experimentation and have actual efficacy are the core value of skincare R&D." In recent years, the advancement of research and application of efficacious ingredients, the maturity of the consumer market, and the continuous development of emerging channels have prompted functional skincare products to enter a period of rapid development in recent years. According to Euromonitor data, China's functional skincare market is expected to reach $15.1 billion in 2024, with a compound annual average growth rate of up to 25%. The launch of the Simpcare FOMES OFFICINALIS Pore Refining Toner and Lotion Set can be seen as its products claim to add Fomes Officinalis(Mushroom) Extract which can improve the effectiveness of blackheads and acne. In fact, the name "medicinal" and "Fomes Officinalis" has caused controversy. The word "medicinal" has been questioned by industry insiders as implying a medical role and allegedly violating the relevant laws and regulations of the cosmetics industry. In response, Simpcare said that the term in this product refers to the name of a fungus and is not used to describe the product as medicinal. According to CHAILEEDO observation, Fomes Officinalis is indeed a plant name, and Fomes Officinalis(Mushroom) Extract is also a cosmetic ingredient that can be used according to China's regulations. A cosmetic industry engineer also said that Fomes Officinalis "is a 'mushroom' and is listed in the National Medical Products Administration's newly released "Catalogue of Used Cosmetic Ingredients (2021 Edition)" for FOMES OFFICINALIS extract. Fomes Officinalis(Mushroom) Extract is a concentrated active extracted from the flesh juice of the mushroom Arizonum, which is used in cosmetic applications to address excessive skin oil secretion, astringent, pore contraction and moisturizing, smoothing, and skin tightening effects. According to the "cosmetic labeling management measures", the term implying the inclusion of certain types of raw materials as a trademark name, product formulations containing such raw materials, should be described in the sales packaging visual surface for the purpose of its use. Therefore, the use of Fomes Officinalis as a product name by Simpcare is in compliance with the relevant Chinese regulations. CHAILEEDO also notes that in the context of the epidemic, "fungal" ingredients are being used by more and more skincare brands and health care brands as consumers continue to pursue health. The Fomes Officinalis used by Simpcare is in line with this trend. Fomes Officinalis was discovered by Simpcare's research and development team in the primeval forests of Eastern Europe. Knowing that it has the function of regulating the secretion of sebaceous glands, the development of the active ingredients and the creation of the formula was on the agenda. After two years and more than 500 experiments, the researcher found that 2%-5% is the golden effective concentration of Fomes Officinalis. In this concentration ratio, Simpcare also compounded the main ingredients such as slow-release caffeine and vitamin H, which act simultaneously on the front and back ends of the sebum secretion mechanism to reduce oil production in all aspects and converge the pores propped up by oil, and also ensure the mildness of the formula so that users with oily and sensitive skin can use it without worry. Simpcare also said that the research application of fungal raw materials directly or indirectly applied to skin care has a long history. In addition to the direct application of fungal raw materials, it is believed there would be more indirect applications in the future, such as plant ingredients through fungal-directed fermentation can produce new efficacy ingredients, so that the efficacy of ingredients is more enriched. With the continuous development of science, directed fermentation of new efficacy ingredients for skin care products will have more rich application possibilities and will bring more possibilities to the development of the industry. For example, triterpenoids have high biological activity and are also an important component of traditional Chinese medicine. With the deepening of efficacy research, triterpenoids will have a broader application prospect.

Japanese cosmetics group Shiseido announced the launch of SIDEKICK, a new luxury compound skincare brand specially designed for Asian Gen Z men. SIDEKICK focuses on compound skin care, which can improve the skin's barrier function. On July 1, SIDEKICK will officially land on China's mainstream e-commerce platform, which will also be another important move by Shiseido China in the field of "winning for skin beauty". On June 1, BST, Shiseido, a Japanese cosmetics group, announced the launch of SIDEKICK, a new luxury compound skincare brand specially designed for Asian Gen Z men. SIDEKICK has made its debut in Shiseido Beauty Square, an experience collection store in Tokyo, and will officially land on China's mainstream e-commerce platform on July 1. SIDEKICK focuses on complex skin care. By combining natural ingredients and cutting-edge skincare technology, it can improve the skin troubles unique to young Asian Z-generation men in a short period, such as oily skin, large pores, rough skin, dull skin, red skin, etc.; After continuous use, the skin's barrier function can be improved, and the complex skin care effect of "instant calibration" and "long-term stability" can be achieved. The brand will first launch 8 products in 4 categories, including facial cleansers, toners, etc. SIDEKICK will focus on the huge potential Chinese men's skincare market to deeply explore the needs for men's exquisite skin care, and further expand the segmented needs and application scenarios of men. The new brand SIDEKICK launched this time is an important addition to Shiseido Group in the field of men's skin care. Shiseido Group will focus on the new business structure centered on the field of skincare, and continuously expand more skincare brands centered on skin beauty, while striving to become the world's largest skincare company by 2030. In February of this year, Shiseido Group transferred its Shiseido professional hairdressing business to Schwarzkopf's parent company, Henkel Group, Germany, including authorizing Henkel to use the SHISEIDO PROFESSIONAL trademark and transferring 5 hairdressing brands. In addition, Shiseido has also packaged and sold 10 affordable personal care brands including SENKA, TSUBAKI, UNO, and transferred 3 high-end color cosmetic brands including bareMinerals, BUXOM, and Laura Mercier, as well as PURE&MILD, a professional botanical skincare brand designed for Chinese women. It is not difficult to find that Shiseido is bound to focus more on high-end beauty after selling makeup, hairdressing, and general skin care. These series of adjustments are closely related to the "WIN 2023 and Beyond" medium and long-term business strategy launched by Shiseido Group. Shiseido stated that it will vigorously build the foundation of a "skin beauty company" in the three years from 2021 to 2023, and has proposed the goal of becoming the "Global No. 1 in the field of skin beauty" by 2030, and will be committed to becoming a "high value-added skin beauty company" centered on high-end products. In 2021, Shiseido's sales in China reached $2.382 billion, a year-on-year increase of 16.5%. At the same time, the proportion of China in the overall performance of Shiseido Group has also increased from 19.1% in 2019 to 25.6% in 2020. In 2021, this proportion further increased to 26.6%, and China is still the largest overseas Shiseido Group, and the proportion of sales in China and Shiseido Group in Japan has been almost the same. On July 1st, the astonishing landing of the SIDEKICK brand in China will be another important move by Shiseido China in the field of "winning for skin beauty". In the future, Shiseido China will continue to take the four strategies as the core, give full play to the advantages of the second global headquarters, and continuously introduce new products, new brands and new technologies, and continue to lead the steady growth of the group.

During the promotional campaign on June 18th, 2022, the core strategic brand of Chinese hyaluronic acid giant Bloomage Biotech, BIOHYALUX, exceeded $7.02 million in sales in 10 minutes by selling 23,736 disposable essences per second on average. According to CHAILEEDO observation, BIOHYALUX takes hyaluronic acid as its core technology and focuses on functional skin care. It is committed to creating a safe and efficient skin care experience for users. Since the launch of its Tmall flagship store in 2017, BIOHYALUX has achieved 100% growth for three consecutive years. In 2020, its store sales reached $60 million. During the Double Eleven(Chinese Shopping Carnival) in 2021, the turnover of its brand live streaming exceeded $7.47 million, with a year-on-year growth rate of 280%, ranking first in the overall list of innovative beauty brands. In the past two years, more and more consumers advocate the efficacy of skincare, so the functional skin care products market is gradually rising. Moreover, the consumers who were born between 1990 and 2000 are the main force of Chinese beauty and skincare products. They paid more attention to the raw materials and ingredients of products, and will actively acquire relevant skincare knowledge. BIOHYALUX accurately captures the functional needs of the "ingredient-centic" and it reaches them through channels that fit their habits and relies on the word-of-mouth fission of core users, which is the key to sustaining its competitive advantage. At present, the hot trend of live streaming is one of the key points of BIOHYALUX's development. In 2018, BIOHYALUX began its brand live streaming and built a live streaming team internally. In BIOHYALUX's view, all anchors are the onlineization of the BAs from offline. The core lies in sales. However, compared with traditional sales, live streaming is a kind of interaction and communication channel. Users can feel the three-dimensional characteristic of live streamers, rather than a simple transaction. BIOHYALUX believes that the advantage of brand live streaming is that it is more controllable. Its anchors are recruited according to the official process with a low turnover rate and can ensure the output of the brand value concept while assisting the store's online sales, and the longer the self-broadcast time, the more incremental. Thanks to this forward-looking perception, the live streaming of BIOHYALUX is available 24 hours a day with different anchor partners taking turns. The anchors are familiar with the efficacy and skin type of their different products and have plenty of time to answer users' questions and solve their problems, gradually building up their trust and companionship over time. The live streaming of the store has a very obvious effect on online sales. In 2020, the live streaming GMV of BIOHYALUX was ranked fourth in China's innovative beauty. The turnover of the official flagship store of BIOHYALUX reached twice the total turnover of the previous year's Double 11 on November 1, 2021, with the unit price of the live streaming reaching $105+. In 2021, the ratio of live streaming of store revenue in the Tmall channel was between 10%-20%, and 20%-30% for influencers. BIOHYALUX continued to increase its investment in that live streaming and further reduced the live streaming of influencers to between 20-25%. E-commerce live streaming has gathered a huge user base. According to the data of the China Internet Network Information Center, as of June 2021, the scale of Chinese live streaming users reached 638 million, an increase of 75.39 million year-on-year, accounting for 63.1% of the overall netizens. Among them, the scale of live e-commerce users was 384 million, an increase of 75.24 million year-on-year, accounting for 38% of the overall netizens. The scale of live e-commerce users accounted for 60.2% of the total user scale of the live broadcast. Moreover, because the cost of brand live streaming is lower than that of netizens, many companies began to adopt self-broadcast layout marketing in large numbers when this low-cost and effective marketing method of precipitating users emerged in 2021. At the end of November 2021, Fei Gua's data released "2021 beauty short video and marketing trend insights - TikTok version" shows that brand live-streaming has become the most popular marketing method for beauty brands. One of the most popular marketing methods in recent months. In terms of sales of store live streaming in the beauty category, the growth rate of sales reached the highest for the year to 78% at the beginning of 2021, and then the growth rate showed fluctuating changes. Among the Chinese brands, Winona, Florasis, Proya, Chando, and many other brands during the Double 11, relying only on the brand live streaming achieved nearly $15 million. The innovative brand Zhu Ben saw a 1,900% year-on-year increase in store-wide sales in the TikTok China channel during the Double 11. The brand's live streaming has become the main force of each platform. Even on the TikTok platform, which is dominated by influencers, the total hours of brand live-streaming in the 2022 campaign for Spring Festival was 4.75 million, accounting for nearly 40% of the total 12.07 million hours of live streaming. These figures show that brand live streaming is helping brands to achieve new growth to promote the unity of quality and efficiency. It also can harvest a higher conversion rate, and brand self-broadcast will become an important trend in live e-commerce.

JOVS, a Chinese fashion, and personal care brand, released the new JOVS Blacken photo rejuvenation, which is also the first DPL Chinese photorejuvenator of the JOVS, claiming to brighten skin tone, lighten spots and marks, and improve redness. The product's priced at $359 during the promotional campaign on June 18 on the Chinese e-commerce platform Tmall. JOVS is committed to building a global high-end personal care brand from China, integrating research and development, production, and sales, specializing in the field of personal fine care. Through in-depth research on the human body's emotional aesthetics, it redefined the definition of personal care products and trends in multiple categories integrating more cutting-edge aesthetic technology experience. At present, the main product is a hair removal device. From the brand's official website, it can be learned that JOVS is affiliated with Shenzhen Qianyu Technology Co., Ltd, which was established in 2019. The brand entered the market with a high-end hair removal instrument, claiming to be the pioneer of photonic skin rejuvenation hair removal instrument, and has won the Tmall Beauty Award "Annual Innovative Star" "Annual Beauty Instrument Award " and other honors. According to the design concept of "every inch of skin has its own energy focus", JOVS makes five parts of the skin mode with the greatest difference in the design of the instrument based on the different heat levels that different skin can withstand - lips, hands, legs, underarms, etc. In terms of design, JOVS introduces ergonomics into the optical principle, and the product has won the German Red Dot Design Award. From the price point, JOVS hair removal instrument prices are between $254 to $540, which belongs to the high-end price point. In terms of sales, the first hot-selling product in its flagship store in Tmall is JOVS Venus II, with monthly sales of over 7,000 units and cumulative sales of 400,000 units. In addition to online e-commerce, JOVS has also started to enter offline stores such as Broadway in Hong Kong and Lane Crawford, a high-luxury department store in Asia. At the same time, the brand has also completed its initial plan to go abroad, entering the markets of Japan, South Korea, the United States, and the United Kingdom. It reached the top 1 in sales of similar products in the UK, reigned as the first in 5 categories in Rakuten in Japan, and achieved the top 10 in several other developed countries. In 2019, JOVS launched its first multi-functional hair removal instrument: JOVS Venus. JOVS co-founder Alice said that in order to give users a better experience, JOVS has not only achieved technological innovation, but also solved an alternative industry pain point: after users insist on using it for a while and complete the task of hair removal, this instrument will no longer be needed, and the hair removal instrument will be idle. This kind of intimate personal care product is also inconvenient to resell. Therefore, JOVS developed a hair removal device with the effect of both "hair removal" and "photonic skin rejuvenation". In this way, it not only protects the skin in the process of hair removal but also can be used as a separate photorejuvenation beauty instrument. It completely solves the problem of idle. With this innovative concept of "one machine with multiple uses and no idle" breaking the homogeneity of the market, JOVS Venus became a black horse and opened up a new trend in the hair removal instrument category. Within one year, its online GMV exceeded 44.91 million, and the market share reached 12% in less than two years. In 2021, JOVS disclosed that it had completed A and A+ rounds of financing totaling 200 million yuan(about $29.94 million) in succession. From the perspective of its marketing, JOVS is focused on photonic rejuvenation, freezing point laser, ion introduction, and other selling points. It aimed to meet the current high-end efficacy of consumer hair removal needs. At the same time, the brand also invited celebrity endorsements such as Wang Zixuan and Hu Yidian to expand brand influence. It cooperated with Lamborghini to come out with co-branded models to enhance the brand's influence. According to CHAILEEDO observation, the Chinese beauty instrument market size in 2017 was only $569 million. But in 2019, the sales of beauty instruments only on the Taobao platform reached $1.7 billion. The beauty instrument market scale has increased by more than 200% just in 2 years. In the Chinese market, the penetration rate of hair removal instruments is only 1%. In the promotional campaign on March 8 in 2020, hair removal instrument sales increased by more than 1140% year-on-year. In the promotional campaign on June 18th, 2021, hair removal instruments became the top in the retail value of beauty instrument products on Chinese e-commerce platforms of Tmall and Jingdong. With the expansion of consumer demand for "beauty" consumption, the heat of small appliances of beauty and personal care in recent years is rising, and domestic hair removal instruments as one of the beauty instrument market sub-categories achieved the same high compound growth rate of the market expansion in recent years

On May 30, BST, Chinese actor Gong Jun, the Inspiration spokesperson of L'Oreal Paris China, released a promotional poster related to L'Oreal UV Perfect on the Chinese social platform Weibo. In the poster, L'Oreal was mistakenly written as "L'Oeal", which caused extensive discussion among netizens. The two sides have not responded yet. The product is currently available in the L'Oreal Paris Tmall flagship store, with more than 1,000 pre-orders. On May 30, Beijing time (all times in this article are Beijing time), Chinese actor Gong Jun posted a promotional Weibo related to L'Oreal Paris on the Chinese social platform Weibo. However, there was an error on the poster with the picture on Weibo, and the Chinese character “Ou Lai Ya” representing L'Oreal in the poster was written as "Ou Cai Ya".（Just like L'Oreal was mistakenly written as "L'Oeal"） Neither the star nor the brand party reviewed the error, and the poster was released directly. Subsequently, Weibo was quickly deleted, but the topic # Gong Jun L'Oreal# quickly became a hot search on Weibo. As of 9:30 on June 1, 2022, the topic of #Gong Jun L'Oreal# on Weibo has exceeded 65 million views, and the number of discussions is 50,000+. The incident also aroused heated discussions among Chinese netizens. Many netizens thought it was a pretty stupid mistake. Some people speculated that the brand design was wrong. At the same time, some netizens complained, " Neither the brand side nor the star side made a careful review." According to public information, Gong Jun has over 19.46 million followers on Weibo. According to incomplete statistics, Gong Jun currently endorses or cooperates with brands including L'Oreal Paris, Charlotte Tilbury, Louis Vuitton, Tiffany, YA-MAN, Colgate, Safeguard, KFC, etc. On March 3, 2021, Gong Jun, as the L'Oreal Paris sunscreen experience officer, promoted L'Oreal UV Perfect on Weibo for the first time. On March 31 this year, Gong Jun was upgraded from L'Oreal Paris sunscreen experience officer to L'Oreal Paris inspiration spokesperson. It is reported that Gong Jun mainly endorses two products for L'Oreal in Paris, namely, L'Oreal UV Perfect and L'Oreal Spot Brightening Whitening Mask, which the mask claims the efficacy in whitening and lightening spots. In the 618 pre-sale promotion this year, the reservation volume of facial masks in its flagship store of Tmall, China's mainstream e-commerce platform, reached 8000+. The L'Oreal UV Perfect also has more than 1,000 pre-orders. L'Oreal officials have not responded to this matter and related remarks. Although Gong Jun has deleted the relevant Weibo, this move may have the risk of infringement. According to the China Trademark Network, the wrongly typed "Ou Cai Ya" category 3 cosmetic trademark in the poster has been applied for registration by Beijing Kangjie Fuyuan Trading Co., Ltd. The period of exclusive right to use the trademark is from March 28, 2012, to March 2022 27th. "If a trademark registered by others is used, it may be suspected of infringement." In this regard, some Chinese legal professionals said that even if the trademark expires, the applicant can apply for an extension within six months. If the trademark "Ou Cai Ya" has been applied for an extension, it is equivalent to the fact that the "Ou Cai Ya" printed on the L'Oreal poster is infringing. Even if the web is currently deleted, the screenshots of many netizens can be considered as evidence. The above-mentioned person further stated that if it constitutes an infringement, the influence of the star will lead to the further spread of this infringement, and the influence will continue to expand, but he has deleted Weibo to reduce the continued expansion and influence of this damage. As for the consequences of damage, further identification and evaluation are required. For advertising and marketing, whether it is a brand or a star, you must do your job well. Otherwise, once a mistake occurs, it will have an irreversible and adverse impact on the brand, and the reputation of a brand is accumulated over a hundred years.

Yatsen E-commerce's makeup brand, PinkBear, has launched co-branded Bubble Lip Glaze with Chibi Maruko-chan, which contains four shades. The products are available at its Tmall flagship store for $11.80 for a single unit. PinkBear focuses on cute and girly makeup to appeal to Gen Z with products that look good, work well, are playful and are safe. PinkBear is a new independent beauty brand launched by Perfect Diary's parent company, Yatsen E-Commerce in 2021, targeting young women and focusing on cute and girly styles. Every girl has a cute heart. "According to our insight, the general trend of the Tmall category is that lipstick is down and lip glaze is up," said Daniel, PinkBear's Principle. Lipsticks have a high proportion of big brands, but their functionality does not meet the needs of the young girls of Generation Z. And the age of makeup is getting younger and the audience is wider. We hope to provide some good and fun, close to the nude makeup, light makeup products, accurate positioning of cute girl style makeup brand, with the girls to explore more possibilities to become beautiful." PinkBear has a keen fashion insight and design ability and its whole line of products cooperated with the global well-known company. PinkBear is willing to explore more possibilities of becoming beautiful with girls, aiming to create an excellent makeup experience for each girl. It brings you a little beauty every day in a colorful world. The reason that PinkBear gained its good fame can be attributed to its hot-selling lip glaze. At present, the Chinese market is subject to formula, technology, and other issues. At present both color, gloss, and long-lasting, while having a quality-to-price ratio of water light lip glaze products are not common. Not only that, the homogenization of such goods is particularly serious, using the keyword "water light lip glaze" in the Tmall, Jingdong, and other e-commerce platform search, the retrieved products from packaging to makeup effect almost the same. In response to this pain point, PinkBear continues to make efforts in research and development, and through big data mining cutting-edge lip makeup trends, lip glaze color, texture to carry out in-depth research, dedicated to creating makeup, skin, and beauty of lip makeup products for consumers. Since then, with the precise positioning of "cute girl style" and pink packaging, PinkBear has started to gain a foothold in the field of affordable makeup. Since its establishment in 2021, it has successfully created a number of lip glaze products, among which, the total sales of "Luminous Mirror Watery Lip Glaze" in the brand's official flagship store on Tmall reached 1 million+ piece. Up to now, the number of followers of PinkBear official Tmall flagship store exceeded 1.02 million, and the total sales of more than 100,000 + pieces of products accounted for 18%. The remarkable market performance has made PinkBear quickly emerge in the brand matrix of Yatsen E-commerce. The 2021 full-year performance report announced by Yatsen E-Commerce also pointed out that in 2021, the revenue growth of Yatsen E-Commerce could not be separated from the pull of three major brands, namely Perfect Diary, Little Ondine, and PinkBear. Among them, PinkBear is mainly aimed at Chinese 16-25-year-old makeup users, the pricing of its products is mostly about $15. The price band from $8.86 to $13.37 are occupying half of its official Tmall flagship store. According to public data, the GMV of PinkBear's Tmall flagship store exceeded 1.5 million yuan in its first month of operation. In addition, the brand officially revealed that since its inception in March 2021, PinkBear's annual omni-channel sales broke $40.3 million, and won the Top 1 of Tmall's new Chinese makeup in 2021 and the Top 10 of Double 11 Tmall's Chinese makeup. In 2021, PinkBear's first participation in the 618 promotion in Tmall, its sales exceeded $1.5 million, and its Pudding Lip Glaze sold over 500,000 pieces across all channels, making the brand the Top 1 Tmall New Girl Makeup Brand. As for future development, Daniel said that "Fashion is one of our key elements, and as a national brand, we are exploring more possibilities. The brand's color, PinkBear Pink, is actually one of our key features. Pink is the superpower to hit the goodness directly, the girl's heart that never loses, and the easiest way to return to happiness. To be big is better than to be strong, to be strong is better than to be long. If a Chinese brand can be loved by consumers and can be longer, it is considered successful."

Recently, the Spanish Puig Group, which owns Penhaligon’s and L’Artisan Parfumeur, announced the acquisition of a majority stake in the Swedish fragrance brand Byredo. The specific transaction amount was not disclosed. This means that the previous rumors in the industry that L'Oreal Group and Estee Lauder Group both intend to acquire Byredo's plans have failed. On May 31, BST (the time of this article is all Beijing time), Spanish perfume giant Puig announced the acquisition of Byredo, the top luxury fragrance brand in Sweden. At present, Puig has not announced the scale of equity and transaction costs. Puig Group said that Byredo founder Ben Gorham will continue to guide the creative direction of the brand, while UK-based investment fund Manzanita Capital will remain as an investor. According to public information, Puig, a Spanish beauty and fragrance giant, was established in 1914 and has 26 branches around the world, and its products are sold to 150 countries and regions. It owns perfume brands Penhaligon’s, L’Artisan Parfumeur, German cosmetic raw material brand Derma, Greek beauty care brand Apivita, French natural skin care brand Uriage, and ISDIN, which holds 50% of the shares. Founded in 2006, Byredo's core product is perfume; In 2013, Byredo received investment from British fund Manzanita Capital, and gradually extended its business to the field of leather goods, launching handbags and other products. In March 2022, Byredo and Chanel makeup artist Lucia Pica reached a partnership to jointly develop a new line of makeup. According to multiple media disclosures, Byredo’s sales in 2021 will be $143 million, with an annual growth rate of 63%. Before determining the Puig Group as the final buyer, the French "Le Figaro" revealed that the international beauty group L'Oreal and Estee Lauder both intend to acquire Byredo for an amount of 1 billion euros (about $1.065 billion). Just as the news spread, Puig Group from Spain became Byredo's ultimate buyer. Although the transaction amount was not disclosed, judging from the previous estimate of 1 billion euros (about $1.065 billion) and Byredo's excellent performance, the Puig Group must have made a big price this time to win Byredo from these "Giants". Of course, it is not surprising that Byredo, as a hot new star in the perfume field, was finally won by the Puig Group. It is worth noting that Byredo has initially formed an online and offline channel pattern in China. In November 2019, Byredo officially entered China and opened its first boutique in Shanghai, China, and then opened offline stores in Beijing, Shanghai, Shenzhen, Hangzhou, Nanjing, Chengdu and other places. So far, according to Byredo's official WeChat account, it has opened 10 offline stores in China. In July 2021, Byredo entered China's mainstream e-commerce platform Tmall and opened the brand's official flagship store. At present, the Byredo flagship store has more than 195,000 followers, and there are 105 SKUs in the store, covering perfumes, lipsticks, eyeliners, hand creams, shower gels, body lotions and other categories. Among them, the product with the highest monthly sales in the store is the perfume "Rose of No Man's Land ", which is priced at $210 and has a monthly sales of 1,000+. Puig Group's business operations in China are also very frequent. Starting in the second half of 2021, Puig Group has successively opened stores for its fragrance brands Penhaligon’s, L'Artisan Parfumeur, and beauty brand Charlotte Tilbury. These three brands have previously entered the Chinese market through online e-commerce. After entering offline for the first time in 2021, they have opened more than 10 stores in total. In September 2021, Puig exclusively invested in the Chinese fragrance brand Scent Library. With an amount of tens of millions of US dollars, it once refreshed the financing height of the Chinese fragrance track. It is reported that this financing is also the first time Puig Group has invested in China. This is undoubtedly a key signal for it to completely enter China, paving the way for the subsequent development of Puig Group in the Chinese market. Shortly after investing in the Scent Library, Puig Group once again joined hands with eBeauty, a Chinese agency operator, to officially open the first general warehouse in China, and jointly built an omni-channel smart warehousing supply chain system. This move may open a green channel for Puig to open the Chinese market. In recent years, the perfume track in China's capital market has been extremely hot. Puig Group's acquisition of Byredo, an influential brand in China, not only guarantees its right to speak in the segmented field, but also will become an important opportunity for its future development in China and even the global market.

Chinese research skincare brand Trauer has announced Chinese actress Jin Jing as the official product ambassador for its Collagen Series, which claims to repair the skin barrier with its Collagen Sodium Hyaluronate Essence, an innovative combination of collagen and sodium hyaluronate. The product is sold in its flagship store on Tmall, a major e-commerce platform in China, for a price of $46.2. Trauer has been focusing on medical skincare for 18 years, with a focus on bioactive collagen products for sensitive skin repair and post-laser surgery repair. The series of products are mainly used for the auxiliary treatment of wounds, promote the hemostasis and repair of wounds, and can be used for the auxiliary treatment of acne, dermatitis, eczema, and skin allergy diseases. The products include collagen dressing, collagen sponge, etc., of which collagen dressing is one of the main products for the auxiliary treatment of dermatological diseases. At present, there are 28 SKUs in Trader's Tmall flagship store, the main categories are mask and essence, and the best selling is Trauer Collagen Dressing with two packs, priced at $8.97, with a total sales volume of 1 million+. Trauer has developed core technology active collagen with strength repair and deep water locking effect. As we all know, collagen has been widely distributed in the skin, bones, tendons, and other parts of the animal body, accounting for 30%-40% of the total protein in the human body, playing a very key role in maintaining the function and shape of the skin. When collagen is lost, the skin will lose its elasticity and gradually sag with wrinkles. The common types of collagen on the market in China, such as gelatin and hydrolyzed collagen, are not biologically active. On the other hand, the active collagen of Trauer has a unique reticulation structure, which can strongly shrink water and promote the growth of epithelial cells, and is biologically active. According to Frost & Sullivan report, the market size of medical device class dressing products increased from $34.5 million in 2016 to $627 million in 2020, at a CAGR of 105.7%. It is expected that the market size of medical device dressing products will reach $3.021 billion by 2025. It is worth noting that Trauer is a brand of Guangzhou Trauer Biotechnology Company(hereinafter Trauer Bio). Founded in 2002, Trauer Bio is a high-tech enterprise that applies the key technology of active collagen biomedical material preparation to research and develops, produce and sell active collagen raw materials, medical devices, and biological skin care products. Class III collagen dressing. According to the classification of whether the products contain collagen or not, products of Trauer Bio can be divided into two categories: collagen products and non-collagen products. Its collagen products have been the main source of revenue for Trauer Bio, accounting for more than 90% of its revenue from 2017 to 2019. Around 2019, the Chinese aesthetic medicine market emerged, and medical dressings used as post-operative repair became the entry product for many beauty seekers to enter the aesthetic medicine. Under the promotion of marketing terms such as "aesthetic medicine mask and aesthetic medicine dressing", the performance of Trauer Bio soared, creating a total revenue of more than $45 million in both 2019 and 2020. Even from 2017 to 2020, the gross margin of Trauer Bio exceeded 75%. Between October 2014 and June 2020, Trauer Bio was listed on the New Three Board Stock. Later, due to the year-on-year growth of revenue, Trauer Bio planned to The Science and Technology Innovation Board in June 2020. Trauer Bio was hailed as the "first stock of Aesthetic Medicine masks" at that time. But the company's application for registration was withdrawn in December 2021 after it passed the listing committee. However, after pressing the termination button for listing on the board, Trauer Bio turned its plans to the Beijing Stock Exchange. On January 4 of this year, Trauer Bio submitted to the Guangdong Securities Regulatory Bureau a public offering of shares to unspecified qualified investors and listed on the Beijing Stock Exchange for counseling filing. At present, Trauer Bio's listing counseling filing has been accepted. However, with the strengthening of China's regulation of the aesthetic medicine industry, the "aesthetic medicine mask" directly turned from the "bonus period" into the "decline". Previously, the National Medical Products Administration announced that "in accordance with the management of medical devices, medical dressings named should be in line with the requirements of "Medical Device Generic Naming Rules", shall not contain 'beauty' 'health care and other promotional words. Shall not contain the exaggerated scope of application or other misleading, deceptive content. Therefore, there is no concept of a 'mechanical mask', and medical device products cannot use 'mask' as their name. The 2021 annual report of Trauer Bio shows that in 2021, Trauer Bio's revenue was $36 million, down 20.8% year-on-year and its net profit attributable to the parent company was $5.17 million, down 63% year-on-year. Among them, skin care product sales decreased by $6.88 million compared with 2020, down 43% year-on-year. Thus, it seems that the relevant policies may have an impact on Trauer Bio.