"After beginning of autumn, my skin began to enter a sensitive period again. From time to time, it was red and itchy, so uncomfortable." Xiaoqing, who is engaged in the advertising industry, is 31 years old. She told reporters that she is afraid to choose skin care products at will now, and she is afraid to use products that are too irritating. "Whether the use effect is second is the key, and whether the skin can be kept in a stable state is the key." At the beginning of this year, Tmall Beauty’s White Paper on Anti-aging Trend of Sensitive Muscle in China in 2023 was released, and the sensitive muscle skin care market in China showed a continuous growth trend, especially facial skin care. The data shows that the sensitive skin of women accounts for 60%~70%, among which the sensitive skin of women in Asia accounts for 40%~50%. The reporter noticed that at present, the domestic mid-end sensitive muscle market is larger than the high-end sensitive muscle market, and new products of domestic brands are frequent.

　　Market: The sensitive skin care market is booming.

　　According to Euromonitor’s statistics, from 2020 to 2022, the compound growth rate of China sensitive muscle skin care products market reached 27%, showing a high-speed growth trend.

　　Thanks to the popularity of functional skin care products in recent years, the data of Tmall New Product Innovation Center shows that in the sensitive skin care products category in 2022, the liquid essence grew rapidly and became a trend category. Among them, from the ranking of functional skin care brands, local domestic brands account for more than half of the head brands in the core category of sensitive musculfacial care. The reporter visited the market and found that many offline stores have added many categories suitable for sensitive muscles in conspicuous promotion areas, such as masks, lotions and creams.

　　Watson’s shopping guide told reporters about a new Disney limited product promoted by Winona, which is a series of special care products for sensitive muscles, moisturizing and first-aid soothing. "Now there are samples to give away, which is quite cost-effective." There are also many domestic brands on the shelves, including Runbaiyan, Polaiya, Mibel and Yuze. "At first, I thought these brands were all foreign, and I didn’t know that they were domestic products until I understood them." A young consumer who is choosing sensitive muscle essence said.

　　The development of sensitive muscle track has experienced three iterations.

　　From 2004 to 2008, it was the era of sensitive muscle care 1.0. Consumers didn’t have a clear concept of sensitive muscles, and their needs were still at the stage of solving skin burning and tight peeling, focusing on soothing and repairing functions.

　　2008 ~2020 is the era of sensitive muscle care 2.0. With the deepening of education on the consumer side in the market, people have a certain understanding of the causes of sensitive muscles, and they also recognize the brand of sensitive muscles, pursue natural and gentle formulas, and begin to pay attention to soothing and barrier repair functions.

　　Since 2020, the market has entered the era of sensitive muscle care 3.0. Consumers’ cognition of sensitive muscles is more mature and rational, and they not only have requirements for ingredients, but also pay more attention to the field of skin care with stronger efficacy and more subdivision, which requires higher activity and high efficacy. Accurate care products.

　　Change: local enterprises join hands with medical research institutions to enhance their competitiveness

　　The reporter noticed that with the maturity of sensitive muscle track, more and more consumers will put forward new demands on efficacy.

　　"At present, all products are developed for sensitive muscles of Asian consumers." The relevant person in charge of Ximuyuan said. The research published at the 25th World Dermatology Congress held in Singapore this year (referred to as "WCD World Dermatology Congress") shows that through global sampling, it is found that the proportion of people with sensitive muscles in the sample is as high as 70%, and 40% of them can’t find a clear incentive. Ximuyuan also shared the breakthrough research results in the development of functional skin care products related to sensitive muscles at this conference. It is understood that Ximuyuan has studied the network mechanism of sensitive muscle-related pathways, constructed and improved the sensitive muscle network pathway map, analyzed 13,642 sensitive muscle-related targets, and built an AI-assisted combined biochip Qualcomm screening system. At the same time, in order to get through the transformation of "Industry-University-Research Medical", Simpcare Lab, its laboratory, and Tsinghua University Pearl River Delta Research Institute jointly built a sensitive muscle database.

　　In addition, many brands also build their own core competitiveness, such as Winona, the core brand of Yunnan Betani Biotechnology Group Co., Ltd., whose products rely on the active ingredients of Yunnan’s unique plants. Mi Beier, a functional skin care brand owned by Huaxi Bio, pursues graded repair and creates accurate and efficient research on sensitive muscles.

　　According to the industry, domestic skin care brands insist on independent research and development of patented technology, patented components and mastering core technologies, which is the key to success in sensitive muscle skin care track in the future.

　　Trend: products with superimposed "anti-aging" functions are more favored by consumers.

　　In the current global sensitive muscle track with frequent new products and fierce competition, the market has begun to put forward higher requirements for the efficacy research and development of sensitive muscle skin care products. During the interview, the reporter noticed that at present, the sensitive muscle skin care market is mainly based on repair barrier products, among which the products with "anti-aging" function have a rapid growth rate, and the products with factors such as alcohol A, boson and polypeptide are more favored by consumers.

　　"Can sensitive muscles maintain stability and meet the skin care needs of’ anti-aging’?" Ulike Youlai Group said in an interview that when developing anti-aging products for sensitive muscles, it will be comprehensively considered from many aspects. For example, in the aspect of scientific lipid ratio to improve the toughness of skin barrier, we will choose a more stable combination of Otamin, Ekdoine and multiple ceramides. For example, for psoralen, which is known as plant A alcohol, which is popular in the market at present, peptides, 8D hyaluronic acid and fermentation products of beneficial bacteria will be added to achieve precise and sensitive muscle anti-aging.

　　According to Mintel’s Blue Book of Insight into the Trend of Cosmetics and Functional Ingredients in China released this year, the estimated value of the "anti-aging" segmented track in the overall facial skin care market will reach 40.2 billion yuan. The data shows that 77% of ‌ Female consumers aged 18-49 in China use anti-aging skin care products, and 79% of female consumers in China agree that the sooner they take anti-aging measures, the better.

　　It is generally recognized in the industry that the sensitive muscle market will develop in a more subdivided anti-aging direction in the future, and intensive cultivation and subdivision of the track will become the top priority of the future layout of enterprises and brands.

　　Consumer Reminder: Don’t follow the trend to consume "online celebrity products"

　　Article 11 of the Evaluation Standard for Cosmetic Efficacy Claims published by National Medical Products Administration pointed out that cosmetics with specific claims (such as claims for sensitive skin and claims for tear-free formula) should be evaluated by human efficacy evaluation test or consumer use test.

　　If the product efficacy is claimed by claiming the efficacy of raw materials, literature research, research data analysis or efficacy claim evaluation test should be carried out to prove that the raw materials have the claimed efficacy, and the efficacy claim of raw materials should be fully related to the efficacy claim of products.

　　Professionals in the beauty industry suggest that consumers should not blindly follow the trend to consume "online celebrity products", and "planting grass" and "pulling grass" should be based on the safety of use. If you are in doubt about the products on sale, you can log in to the official channels of relevant cosmetics filing to seize information. (Reporter Tan Weiting)

　　　　　　 CCTV News:A variety of diseases can be prevented and treated by soaking feet in a health bucket, which is beneficial to 36 chronic patients such as diabetes, cholecystitis and hepatitis. I believe many people will be very tempted to read the advertisement of this magical health bucket. Recently, however, the Market Supervision Bureau of luqiao district, Taizhou City, Zhejiang Province, investigated and dealt with the business owners who operated this kind of health barrel according to the clues, and also led to a pyramid scheme.

　　　　　　 The so-called holographic energy health barrel investigated is made of wood, with a height of more than 50 cm. There is a pedal board at the base of the health barrel. After the power supply is turned on, this board can generate heat, and the experiencer can freely control the temperature according to the buttons on the barrel. It is advertised that 36 kinds of people such as constipation, obesity and fatty liver can benefit, and there are 8 functions such as removing toxins, supplementing energy, lowering blood pressure and lipid, and preventing tumors.

　　　　　　 In March 2017, this holographic energy health barrel appeared in a life experience store in luqiao district, Taizhou, Zhejiang.

　　　　　　 Mr. Yang, a citizen of Linhai, said: "No matter what kind of rheumatism or joint it is, it can be used."

　　　　　　　Shen is the owner of this life experience store. According to Shen, there are five or six health barrels in her store, so you can experience them before buying them. The first 8 experiences are free, and then each experience is 15 yuan, and the price of the health barrel is 4980 yuan.

　　　　　　 Mr. Yang, a citizen of Linhai: "It’s a little warm to put your feet in the health bucket. I’ve been here three times."

　　　　　　 Ms. Wang, a citizen of Luqiao: "I sat one day and sweated out the next day. People are comfortable."

　　　　　　 Later, under the strong promotion of Shen, Mr. Yang and Ms. Wang were going to buy health barrels. At this time, Shen suggested that if they sold the health barrels in their stores, they could get rebates.

　　　　　　 If there is a rebate, Mr. Yang and Ms. Wang bought four health barrels each. But after they bought it and used it for a while, they thought it was useless and not easy to sell. After many times of communication, Shen insisted on refusing to return the goods. On May 30th this year, Mr. Yang and Ms. Wang reported their complaints to luqiao district Market Supervision Bureau in Taizhou, Zhejiang.

　　　　　　 After receiving complaints from the public, the Market Supervision Bureau of luqiao district, Taizhou, Zhejiang immediately launched an investigation. After investigation, law enforcement officers found that the business owner of this health barrel not only had illegal activities of false propaganda of health care products, but also was suspected of pyramid schemes.

　　　　　　 After investigation, law enforcement officers found that barrel buyers can be divided into different levels according to the number of health barrels purchased and enjoy different levels of rebates.

　　　　　　 Xu Jiahua, the head of the inspection team of luqiao district Market Supervision Bureau, said: "There are three main characteristics that meet the requirements of pyramid schemes. The first one must pay membership fees, the second one must earn money, and the third one must snowball. The health bucket meets the above three conditions and is a typical pyramid scheme case."

　　　　　　 After the situation was basically clarified, law enforcement officers quickly took action. In order to avoid the destruction of relevant evidence, with the cooperation of the public security department, on June 26 this year, law enforcement officers went all the way to the party’s experience store and all the way to the party’s residence.

　　　　　　 LAM Raymond, deputy head of the inspection brigade of luqiao district Municipal Market Supervision Bureau: "She has records of the data of everyone who bought barrels from her, and then we also found a large number of buyers’ purchase charts drawn by herself in her business outlets. We mainly verified and determined the elements of the whole illegal fact case through the purchase charts and the list of her consumers."

　　　　　　 After investigation, at the end of 2016, Shen, the operator of Hongqiao Hongtao household appliances, was developed into the first person in Taizhou to promote Lilong holographic energy health barrel by his online fumou. Shen attracts customers to come to the store through free experience, and develops customers into offline. Through offline, he continues to develop to the next level, and Shen gets rebates from it.

　　　　　　 Liu Zhen, a member of the inspection team of luqiao district Municipal Market Supervision Bureau: "For Shen, Shen developed the second floor. If the second floor, Shen can get a rebate of 1,200 yuan, and the second floor staff will develop the third floor. Shen can also get a rebate of 1,200 yuan, and the third floor will develop the fourth floor, and so on."

　　　　　　 After investigation, this so-called health bucket is just an ordinary wooden bucket with soaking feet, which has no function of preventing and treating related diseases at all. All kinds of treatment information on the bucket were posted by Shen themselves to promote the health bucket.

　　　　　　 By the date of the incident, Shen had developed a total of 223 people offline and received a total rebate of 113,760 yuan; On the line, Fumou developed a total of 25 people offline, and received a total rebate of 49,200 yuan. On November 5th, according to the first paragraph of Article 8 of the Anti-Unfair Competition Law of People’s Republic of China (PRC) and Article 7 of the Regulations on Prohibiting MLM in People’s Republic of China (PRC), the luqiao district Municipal Market Supervision Bureau made a total penalty decision of 2.8 million yuan for Shen and Fu. On November 9, the fine was executed in place.