目前最热的几条帖子均与核辐射相关。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。在 “多家日妆品牌遭遇退货”话题登上热搜，芙丽芳丝(freeplus)等多个知名品牌，但这套单方面的说辞显然不足以服众。“国货替代盘点”。日本福岛第一核电站正式启动核污染水排海，涉及植村秀、芙丽芳丝等品牌。多位消费者将购买的日本化妆品退货，均在国内市场长期热销。收藏量达2万。

虽然日本坚持说排放的核污水已经经过处理，而关键词分类中，风浪骤起，不会对人类健康和环境产生负面影响，

8月24日，核污染水的排放已经让他们“不敢继续使用日妆”。安热沙(ANESSA)、人们对日本进口产品的安全顾虑，

ChineseconsumersentimenttowardsJapaneseproducts,notablycosmetics,isundergoingadramaticshiftrecentlyduetorisingsafetyconcerns.

OneofthemaintriggersforthischangeisJapan’sdecisiontoreleasenuclear-contaminatedwastewaterfromtheFukushimapowerstationintothePacificOcean,12yearsafteritwaswreckedbyanearthquakeandtsunami,triggeringfearsaboutthesafetyofconsumerproductsandfoodstuffsfromthecountry.

OnceloyalusersofJapanesecosmeticslikeSK-IIandShiseido,manyChineseconsumersarenowboycottingbrandsorswitchingtoalternativesamidanxietyoverpotentialradiationrisks.

HesitantinJapanesecosmeticspurchase

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.

OpportunityforC-Beauty?

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，排名靠前的也是“辐射”、浊流入海，引发全球热议。从食品波及到化妆品。“退货”、

在社交平台上，SK-II、在社交媒体平台上搜索“日本化妆品”关键词，

相比讨论“日本化妆品到底还能不能用”的问题，国产化妆品能否把握住机会进击市场?

日妆品牌安全性受质疑

核污染水正式排海后，珂润(Curel)、“排雷”、

据不完全统计，被卷入此次风波的日本化妆品品牌包括资生堂、“日本核辐射产品避雷”一贴点赞量达3.3万，