CBE现场直击：海洋至尊的“控油革命”与年轻引力

This article covers the participation of Chinese men's oil-control skincare brand Ocean Emperor at the 30th CBE China Beauty Expo, with key takeaways as follows:

1. Brand and Recognition: Ocean Emperor is a leading domestic brand focused on men's oil-control skincare. At this expo, it won two authoritative awards: "CBE Top Beauty Brand" and "Annual Efficacy Selection Men's Repair Essence Award," earning official industry recognition.

2. Core Product Highlights: The brand debuted its self-developed 4th-generation core oil-control ingredient, Oil-Eating Energy Factor, which uses the AMPK OIL-LOCK energy oil-control technology to regulate sebum production from the source, delivering 8 hours of long-lasting oil control after just 30 seconds of cleansing. Its upgraded Tri-prism Cleanser 2.0 formulated with this ingredient balances powerful cleansing with gentleness for a premium user experience.

3. Offline Brand Experience: The expo booth adopted an immersive blue-and-white ocean-themed design that perfectly aligns with the brand's "oil control and refreshment" positioning. It also launched youth-focused activities such as lucky draws and NPC interaction, which were well received by attending consumers.

Ocean Emperor's CBE participation offers multiple actionable insights for beauty brands, especially those in the men's personal care segment:

1. Product R&D: As men's skincare demand becomes increasingly segmented, focusing on the oil-control niche and continuously iterating self-developed core technology helps build differentiated product competitiveness. Ocean Emperor feeds real user feedback collected at offline trade shows back to its R&D team to guide product iteration, keeping products aligned with local consumer needs and broader industry trends.

2. Brand Marketing: Participating in and winning awards at authoritative industry events delivers trusted third-party endorsement and boosts brand credibility. An immersive booth design aligned with core brand positioning reinforces consumer perception of the brand. Launching youth-focused interactive activities for Gen Z accurately meets younger consumers' demands, enabling effective customer acquisition and broader brand exposure.

3. Channel Development: Leading industry events like CBE provide opportunities to connect with distributors across the country, help consolidate and expand distribution networks, and lay a solid foundation for sustained brand growth.

This article outlines the latest shifts in the men's skincare segment, offering key insights for beauty sellers:

1. Market Opportunity: While competition in men's skincare is intensifying, consumer demand for specialized men's skincare continues to grow. As the core demand in men's skincare, oil-control still has room for technological upgrading. Efficacy-focused domestic products formulated specifically for Chinese men's skin still hold substantial growth potential.

2. Actionable Operational Tactics: Large-scale industry trade shows remain a key offline channel for customer acquisition and network expansion. Sellers can leverage these events to connect with distributors, engage with consumers face-to-face, collect real usage feedback to drive product optimization, and attract traffic through on-brand immersive design and youth-focused interactive activities to quickly boost brand awareness.

3. Growth and Risk Note: Competition in men's skincare is increasingly centered on product strength and channel capabilities. Sellers need to build long-term expertise in their niche, while simultaneously stabilizing distribution networks and upgrading technology and products to sustain growth.

This article highlights shifting demand in the men's beauty market, offering key insights and business opportunities for beauty manufacturing and processing factories:

1. Product and Design Demand: Men's skincare is becoming increasingly specialized, with oil-control remaining a core刚需. Consumers are no longer satisfied with basic cleansing; they now prioritize long-lasting oil control and gentle, skin-friendly experiences, and demand is growing for independently developed efficacy-focused ingredients. Factories can get ahead by investing in efficacy ingredient R&D and upgrading production processes tailored to men's skincare to match current market demand.

2. Business Opportunities: Domestic men's skincare brands are growing rapidly, and leading brands in niche segments are continuously iterating products and expanding their market reach, driving rising demand for core ingredient R&D and high-quality production. Factories with stable production capacity and the capability to support brands' independent ingredient development will secure more high-quality cooperation opportunities.

3. Digital and Growth Insights: Factories can align more closely with brands and end-user demand, integrate user feedback into R&D and production adjustments, and improve service capabilities to match brands' iteration pace. This approach allows factories to build long-term stable partnerships with high-quality brands and support sustained growth.

This article outlines current industry trends and core brand needs in the beauty sector, offering key insights for beauty-related service providers:

1. Industry Trends: The men's skincare segment is growing rapidly, with the specialized oil-control category undergoing continuous upgrading. A growing number of domestic brands are prioritizing independent core technology R&D to build differentiation, and are increasingly focusing on offline brand communication and user engagement. Large industry trade shows remain a critical growth channel for brands.

2. Core Pain Points for Brand Clients: Men's skincare brands currently face three core challenges: first, building differentiated technological advantages to create product barriers; second, accurately reaching Gen Z consumers to build brand recognition; third, connecting with high-quality offline channel resources to expand sales networks.

3. Actionable Solution Directions: Service providers can tailor offerings to brand needs: provide R&D cooperation support for core ingredients, design offline events and booths aligned with Gen Z preferences, and help brands access industry exhibition resources and distributor networks. Meeting brands' multi-dimensional development needs allows service providers to unlock their own business growth.

This article outlines brands' core needs for industry platforms, offering key insights for the operation and development of beauty industry platforms:

1. Core Brand Needs for Platforms: When participating in large-scale beauty exhibitions, brands want more than just basic product display. They seek multi-dimensional value from the platform, including connecting with offline channel resources, collecting real feedback from on-the-ground consumers, gaining authoritative industry endorsement, and learning about the latest industry trends. This raises higher requirements for platforms' ecological resource integration capabilities.

2. Directions for Platform Operation Optimization: Exhibition-focused beauty platforms can continue to strengthen their core advantage of connecting the entire industry chain, improve functions including authoritative award endorsement, resource matching, and trend exchange, to better meet brands' multi-dimensional needs and enhance the platform's core attractiveness.

3. Investment Promotion and Risk Mitigation: A growing number of high-quality domestic brands in niche segments have strong demand for offline exhibition participation. Platforms can expand investment attraction and support for domestic niche brands, open up personalized booth and activity permissions to meet brands' demand for youth-focused marketing, and continue to improve the platform's professionalism and influence to consolidate its industry position.

This article presents the latest developments in China's beauty industry and provides a vivid case study of domestic brand growth, offering high reference value for industrial research, with key insights as follows:

1. New Industry Trends: Domestic Chinese beauty has shifted from traffic-driven growth to product-driven growth, with a growing number of brands building expertise in niche segments. The men's skincare sector has evolved from early rough development to specialized efficacy-focused skincare, and many local brands are investing in independently developed core ingredients to build differentiated product barriers, reducing reliance on foreign raw materials and technology.

2. A New Brand Growth Model: Local brands in niche segments have developed a multi-dimensional growth path: they leverage top-tier industry exhibitions to deliver a three-in-one operation of brand endorsement, channel expansion and user research, feed real offline user feedback directly back to R&D to form a positive cycle between user demand and product iteration, while building brand recognition through Gen Z-aligned marketing tactics. This long-term growth approach differs from the pure traffic-driven model adopted by early new brands.

3. Research Value: As a leading brand in China's domestic men's oil-control skincare niche, Ocean Emperor's growth path provides a highly typical research sample for studying how domestic niche beauty brands achieve breakthrough and sustained growth.