在社交平台上，排名靠前的也是“辐射”、收藏量达2万。芙丽芳丝等品牌。均在国内市场长期热销。“多家日妆品牌遭遇退货”话题登上热搜，多位消费者将购买的日本化妆品退货，风浪骤起，日本福岛第一核电站正式启动核污染水排海，

相比讨论“日本化妆品到底还能不能用”的问题，而关键词分类中，在社交媒体平台上搜索“日本化妆品”关键词，

ChineseconsumersentimenttowardsJapaneseproducts,notablycosmetics,isundergoingadramaticshiftrecentlyduetorisingsafetyconcerns.

OneofthemaintriggersforthischangeisJapan’sdecisiontoreleasenuclear-contaminatedwastewaterfromtheFukushimapowerstationintothePacificOcean,12yearsafteritwaswreckedbyanearthquakeandtsunami,triggeringfearsaboutthesafetyofconsumerproductsandfoodstuffsfromthecountry.

OnceloyalusersofJapanesecosmeticslikeSK-IIandShiseido,manyChineseconsumersarenowboycottingbrandsorswitchingtoalternativesamidanxietyoverpotentialradiationrisks.

Socialmediaisapowerfulbarometerofpublicsentiment,andinChina,platformslikeSinaWeiboandXiaohong“blacklists”ofJapanesecosmeticbrands,d.

AwidelycirculatedlistonSinaWeibo,forinstance,flagged31majorbrands,includingindustrygiantssuchasSK-II,Shiseido,andMuji,iews,indicativeofthedepthofsentimentandthescaleofparticipation.

Someconsumershaveaskedcustomsautho,theShanghaiCustomsDistrictsaidinJunethatauthoritieswillstepupnuclearradiationdetectiononproductsfromJapanandtakemeasurestopreventtheimportofproductswithlevelsofnuclearradiationthatfailtomeetstandards.

ThebacklashhasledmanyvorsandrepresentativesofJapanesecosmeticsandskincarebrands,includingMuji,Kao,andSK-II,torespondandaddresstheconcernsraised.

Anemployeeatahigh-shoppingmall,SKP,inBeijingre,theyadheretoChina’sstringentsafetystandardsforimportedgoods.

Similarly,arepresentativefromShiseido,arenownedJapanesebeautybrand,stressedthebrand’scommitmenttomaintainingthehigheststandardsofproductsafetyandquality.

Asagestureoftransparency,SK-IIsharedacopyofaninspectionreportfromShanghaicustoms,emphasizingtheircompliancewithChineseimportstandards.

SK-IIrecentlylostitsspotinthetopfiverankingtoalocalbrandduringanmajoronlinesaleseventinChinaheldannuallyone-commerceplatformTmall,accordingtoaJune20notepublishedbyCitigroupInc.

Toputthesignificanceofthesedevelopmentsintoperspective,Japan,between2019and2023,heldthemostsubstantialmarketshareforcosmeticsinChina.

In2023alone,China’simportsofJapanesecosmeticsstoodatanimpressive$4.16billion,onlysecondintermsofmarketshare.

However,,%lastmonthfromayearearlier,%inJune,datafromChina'scustomsauthorityshowed.

Meanwhile,majorcosmeticsfirmShiseidosawitslargestweeklystockplungeinnearly10months,%.ItsrevenuefromChinaaccountsfor30%’slocalcompetitorsincludingPolaOrbisandKosealsodeclinedover3%.

Theboycottcouldbea“triggerforChineseconsumerstoswitchawayfromJapanesepremiumcosmeticsbrands,”ananalystforMitsubishiUFJMorganStanleySecuritiessaid.

ThereleaseofFukushimaradioactivewaterintotheseacouldspellmoreopportunitiesforChinesecosmeticsfirmsasthiswillaffecthowChineseconsumersperceiveJapaneseskincareproducts,accordingtoarecentreportbyTFSecurities.

Chinesehomegrowncosmeticsbrandsaresingshockwavesthroughthedomesticbeautyindustryastheybegintostealsharefromtheforeignplayers–likeEstéeLauderandLancôme–thatdominatethemarket.

Whetherit’stheriseofChina’smiddleclass,anincreasedsenseofnationalismorimprovedproductsthat’sdrivingthedemandfordomesticbeautybrands,thephenomenonislooseningforeignbrands’griponthesecondlargestcosmeticsmarketintheworld,behindtheUS.

China’sbeautyindustryhasundergoneyearsofrapidgrowthandevenmanagedtoreboundstronglyfromthepandemic.

Inrecentyears,–sharpeyebrows,linedeyes,royalredlipsandaporcelaincomplexion–ismorepowerwomanthanJ-beautyandK-beauty’sdoll-likelooks–andhasbeengainingtractionacrosssocialmedia.

YoungerandsavvierChineseconsumersarepushingbeautybrandstoinnovateandshowawillingnesstoembracedomesticbrandsoverforeigncompetitors.

Foronething,GenZChineseconsumlddominatedbyWesternaesthetics.

AsalargespinggroupinChina,,45%of“post-95”Chinesecons“post-90s”consumers(38%)aswellas“post-80s”shoppers(27%),indicatingthatthepopularityofChinesebrandsoverthepastcoupleofyearsisnoflashinthepan.

Moreover,thepowerofsocialmediaandlive-streamingmarketinghaslevelledtheplayingfield.

ChinesebeautyinfluencersoftenbuildacommunitybysharingtheirdailybeautyroutinesonWeibo,Xiaohongshu,entialamongyoungerpeople.

Onlinechannelshavealsoallowedupcominghomegrownbrands–whichcanlackthefinancialresourcestosecureshelfspaceintraditionaloutlets–%ofChineseconsumersbuycosmeticandskincareproductsonmajore-commerceplatforms,whilesalesthroughtraditionalbrick-and-mortarchannelshavecontinuedtodecline,accordingtoaresearchbyiimedia.

Chineseskincaregiantsloggedsu%surgeinfirst-halfnetprofitto301millionyuan,andProya’snetprofitsurged65%to490millionyuan.

%,haltingathree-monthslide,,%

DespiteC-beautybrands’rapidproductdevelopmentandmasteryofdigitalization,China’sbeautymarketisstilldominatedbyforeignbrands,sinceChineseconsumerbehaviorhastraditionallybeenheavilyinfluencedbyWestern,

AndunlikeJapaneseorKoreanbrandsthathaveadistinctivelure,C-beautybrandsneedtofindalong-termbrandingmodeltoconnectwithconsumers.

Brandsneedtoalsoexpectmorefragmentation—andfiercercompetition—fromfellowC-beautyplayers,giventhatfrom2017to2021theshareofthetop10C-beautybrandsincolorcosmeticsincreasedfrom15%to27%.Inthisever-changingbeautymarket,persistentbrandpowerandaccumulatedassetarecriticalandwillbetheindicatorforthelongevityofC-beautybrands.

Thebeautymarketisdynamic,andhomegrownChinesebrands–whichhaveanedgeoverforeignbrandsinunderstandingconsumerneedsandlocalnuances–’sguessifC-beautybrandscanseizetheopportunityandoutstriptheirforeigncounterparts.

8月24日，国产化妆品能否把握住机会进击市场?

核污染水正式排海后，

虽然日本坚持说排放的核污水已经经过处理，“退货”、引发全球热议。人们对日本进口产品的安全顾虑，

据不完全统计，核污染水的排放已经让他们“不敢继续使用日妆”。珂润(Curel)、不会对人类健康和环境产生负面影响，“国货替代盘点”。目前最热的几条帖子均与核辐射相关。“排雷”、消费者似乎已经把更多精力投入充实“国货替代盘点”名单中。浊流入海，被卷入此次风波的日本化妆品品牌包括资生堂、

8月24日，“日本核辐射产品避雷”一贴点赞量达3.3万，安热沙(ANESSA)、