In the context of increasingly fierce competition in the global beauty market, foreign cosmetics brands are constantly innovating. From product innovation to market strategies, and to the layout of sustainable development, a series of new moves have frequently attracted industry attention. These developments not only affect the development of the brands themselves but also quietly change the global beauty consumption trend. What are the highlights worth paying attention to? Let’s sort them out together.
Product Innovation: In – depth Integration of Technology and Natural Ingredients
Recently, many international beauty brands have combined technological research and development with natural ingredients to launch new products with strong competitiveness. On August 10th, the well – known French brand Lancôme officially released the new “Aurora Spot – Lightening Serum”. This product is equipped with the brand’s exclusive “AI Spot – Lightening Algorithm” – after detecting the type of spots through a skin sensor, it intelligently adjusts the release concentration of active ingredients. At the same time, it adds “glacier yeast extract” extracted from the glacial water of the French Alps. Clinical tests show that continuous use for 28 days can increase the spot lightening rate by 37%. Sophie Lavielle, Global R & D Director of Lancôme, said at the new product launch conference: “We hope to empower natural ingredients through technology and provide consumers with more precise skincare solutions.”
Similarly, the American skincare brand SkinCeuticals also launched the “upgraded version of CE Classic Antioxidant Serum” on August 15th. Based on the original formula of vitamin C and vitamin E, it added the “ergothioneine – glutathione complex”, extending the antioxidant duration from 8 hours to 12 hours, and has passed the anti – photoaging certification of the American Academy of Dermatology (AAD). According to the brand’s official data, the global sales of this new product exceeded 500,000 bottles in just 3 days during the pre – sale period, with the Asian market contributing 42% of the orders.
Market Strategy: Increasing Investment in the Asian Market, Customized Services Become Mainstream
Faced with the huge potential of the Asian beauty market, foreign brands have recently increased their investment and launched localized customized products and services. On August 8th, the Japanese brand Shiseido announced the establishment of the “Asian Skin Research Center” in Shanghai. The center will focus on common skin problems of Asians such as sensitive skin and spots, and plans to invest 120 million US dollars in the next 3 years to develop new products suitable for Asian skin types. At the same time, Shiseido also launched a linked service of “online skin diagnosis + offline experience store” for the Chinese market. After consumers complete the skin test through the mini – program, they can go to the store to receive a customized skincare plan and samples. This service attracted more than 200,000 users in the first month of its launch.
The South Korean brand Amorepacific has set its sights on the Southeast Asian market. On August 12th, it opened the first “Natural Skincare Laboratory” in Jakarta, Indonesia, and launched a skincare series using local specialty “tongkat ali” and “coconut oil” as raw materials. It also collaborated with local Indonesian beauty bloggers to launch the “Natural Skincare Challenge” activity. The topic exposure exceeded 50 million times in just one week. Kim Min – cheol, CEO of Amorepacific Southeast Asia, said: “We hope to make the brand closer to the needs of local consumers through localized R & D and marketing.”
Sustainable Development: Eco – friendly Packaging and Carbon – Neutral Production Become New Tracks
Against the background of increasing global environmental awareness, foreign beauty brands have recently taken frequent actions in the field of sustainable development. On August 5th, the British beauty brand The Body Shop announced that it will achieve 100% recyclable or reusable packaging for all products by 2025. At present, it has launched eco – friendly packaging products such as “bamboo fiber mask paper” and “recycled plastic bottle bodies”, which are expected to reduce 1,200 tons of plastic waste every year. At the same time, the brand also launched the “empty bottle recycling program”. Consumers can exchange a 20 – pound coupon for every 5 empty bottles donated. More than 800,000 empty bottles were recycled in the first month of the program’s launch in the European market.
The German organic skincare brand Dr. Hauschka made efforts on the production side. On August 18th, it announced that its factory in Baden – Württemberg, Germany, had officially achieved “carbon – neutral production”. By installing solar panels and adopting biomass energy for heating, the factory can reduce carbon emissions by about 3,500 tons every year. The brand director said: “Sustainable development is not a slogan, but needs to be implemented in every link of production. In the future, we will also promote the organic cultivation of raw materials to achieve environmental protection in the entire industrial chain.”
Regulatory Response: Adapting to New Regulations in Various Countries to Ensure Product Compliance
With the continuous strengthening of cosmetics supervision in various countries, foreign brands are also actively adjusting to meet the requirements of new regulations. On August 7th, the European Union officially implemented the revised version of “Cosmetics Regulation (EC) No 1223/2009″, adding restrictions on the use concentration of 12 sunscreens. The American L’Oreal Group immediately announced that all sunscreen products sold by its brands such as L’Oreal Paris and Kiehl’s in the European market have completed formula adjustments, replacing or reducing the content of restricted sunscreens, and have passed the safety assessment of the European Union Cosmetics Regulatory Authority (SCCS).
The U.S. Food and Drug Administration (FDA) also released the “Cosmetic Ingredient Safety List Update Announcement” on August 11th, including 20 ingredients such as “sodium hyaluronate” and “panthenol” in the “generally recognized as safe” list. At the same time, it requires imported cosmetics containing these ingredients to submit more detailed production process reports. In response to this, the Japanese Kao Group quickly responded by launching the “Ingredient Safety Information Inquiry System” on its U.S. official website. Consumers can check the safety assessment reports and compliance certificates of product ingredients in real – time, which has received official recognition from the FDA.
From product innovation to market layout, from environmental protection practices to compliance responses, foreign beauty brands are adapting to changes in the global beauty market with diversified new moves. These developments not only bring more high – quality choices to consumers but also provide a new direction for the development of the industry. In this transformation of the global beauty industry, which brand’s moves are you most looking forward to? Welcome to share your views.
Post time: Aug-19-2025
