Innovative Upgrade of Beauty Single-dose Products, New Cross-border Layout for Sensitive Skin | World Research Consumer Index Brand List Vol.73

During this monitoring period, beauty and skincare brands Estée Lauder, Dior, and L'Oréal Paris ranked in the top three of the comprehensive popularity list with comprehensive popularity scores of 1.83, 1.82, and 1.78 respectively.

Image source: Shiyan Big Consumption Index

The beauty single-dose essence track has witnessed explosive growth. Ingredient innovation and efficacy segmentation are the keys for brands to break through in major promotions.

This month coincides with the 618 major promotion period. Brands have launched promotional policies and star products one after another, aiming to stand out by establishing differential advantages. Among them, beauty brands such as Proya, KeFuMei, OSM, and CHANDO are increasing their efforts in the single-dose essence track, promoting the iterative upgrade of skincare products towards active preservation, precise dosage, and efficient repair.

More and more brands are targeting ingredient innovation, starting to explore new active ingredients and applying them to single-dose products.

For example, Dr.Alva has launched probiotic collagen single-dose essence, and Marubi's Collagen Gold Needle Essence combines ingredient technologies such as hyaluronic acid, recombinant double collagen, and supramolecular transdermal absorption.

From the data, in the live - streaming room of "the king of beauty" Li Jiaqi, more than 20 single - dose essence products such as Quadi's Suspended Oil Single - Dose Essence, KeFuMei's Collagen Stick, and Synchronous Collagen Repair Single - Dose Essence were put on the shelves, showing the high attention and investment of brands in this track. Among them, the sales volume of KeFuMei's Collagen Stick 2.0 exceeded 100,000 pieces on the first day of the 618 major promotion.

However, although they are all single - dose essences, there is also a more segmented trend. For example, UNISKIN and Vimersy's Double - Protection Single - Dose Essence are specifically designed for the eye area, different from other facial single - dose essences. Fuerjia and GaoFu have played the "acne - removing single - dose card", combining the acne - removing efficacy with the single - dose form.

The demand for sensitive skin has been further upgraded. Brands are making cross - border layouts in categories such as whitening and sun protection with the "sensitive skin +" concept.

From the perspective of brand product layout, in addition to brands focusing on the sensitive skin field such as Avene, La Roche - Posay, Winona, and emerging brands such as Mibel and Bioskin, brands in segmented categories such as OSM in the whitening track and Mistine in the sun protection field have also entered the sensitive skin track by launching new products in the "sensitive skin +" style.

Among them, the Mistine brand has launched single - dose sun protection products for sensitive skin with the concept of "sensitive skin + sun protection", featuring freshness - locking, anti - photoaging, and convenient independent packaging. During this month's 618 major promotion period, they are the main products along with the Shaking - Up series of sun protection products specially developed for sports scenarios.

OSM's key R & D direction this year is sensitive skin whitening. In late February, it launched the second - generation Anxin Xiaobai Guan, a repair and whitening essence with the slogan "high - standard for sensitive skin, suitable for different skin conditions", redefining sensitive skin whitening. At the same time, it has built an online content matrix of "scientific research reports + mechanism visualization" to complete the scientific endorsement of the product.

From the perspective of consumption trends, the sensitive skin track will present a co - existing pattern of "specialized brands + cross - border brands" in the future. Specialized brands will continue to deeply cultivate the post - medical - aesthetic and extremely sensitive scenarios, while other cross - border brands will seize the segmented market through combined products such as "sensitive skin +".

Explanation of the list

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", "Industry Consumption Heat Index List", "Product Consumption Wave Index List", "Consumption Popular Event List", and extended list reports in the corresponding scope. It aims to objectively and truly present the trend characteristics of the consumption world through the index evaluation method, help the industry and brand owners continuously track the consumption market trends, provide references for enterprise operations, and enhance the comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital, footwear, clothing and accessories, food and fresh produce, household appliances, sports and outdoor, beauty and cleaning, mother and baby products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical health, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The calculation of the list data combines the public data of mainstream platforms and the data precipitation of the Shiyan Big Consumption Platform under the umbrella of SMZDM Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report have not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is particularly reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustration purposes only and do not constitute an endorsement or recommendation of them. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to SMZDM Technology Group and Shiyan Index. It shall not be reproduced or distributed without permission. SMZDM Technology Group and Shiyan Index shall not be liable for any losses or damages caused by the use of the information in this report.