跨越时空的油养智慧敷尔佳于敦煌举办新品发布会

作者：龚作仁文章来源：Laborer

2026-09-07 11:16

作者：龚作仁文章来源：Laborer

2026-09-07 11:16

邦小白快读

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本次敷尔佳在敦煌举办“润养肌肤，油入万物”新品发布会，推出多款功效护肤新品，适合普通消费者的核心干货信息如下：

1. 本次共推出油养家族三款精华油与人参三因系列抗皱面霜，覆盖多种常见护肤需求。三款精华油分别对应不同肌肤问题：赋活修护精华油可改善干燥蜡黄泛红，舒缓不适修护肌肤屏障；流金抗皱精华油主打抗皱紧致，应对多种肌肤老化问题；女王胶囊油改善熬夜作息紊乱带来的倦容衰老，肤感轻薄不闷，独立胶囊包装适配多种护肤场景。

2. 人参三因面霜是敷尔佳首款抗皱面霜，推出轻盈版、滋润版、油霜版三种质地，适配不同肤质与使用环境，核心覆盖淡纹、改善暗沉、提拉紧致等抗老诉求，能满足不同消费者的使用需求。

本次敷尔佳敦煌新品发布会，为护肤品牌在品牌营销、产品研发领域提供了可参考的干货经验，核心内容如下：

1. 品牌营销层面：敷尔佳选择敦煌作为发布会场地，绑定敦煌传统油养智慧，全程融入敦煌文化元素，将国风演绎与新品发布深度结合，打造差异化营销记忆点，同时邀请代言人到场造势，强化活动关注度，这种文化赋能品牌的营销方式值得参考。

2. 产品研发层面：敷尔佳瞄准油养热门赛道深耕，已经搭建起完整的油养产品矩阵，针对不同护肤痛点做细分产品布局，同时布局草本成分现代化护肤方向，针对不同肤质场景推出多质地产品，依托自研技术解决行业痛点，构建产品核心竞争力。

本次敷尔佳的新品发布，透露出功效护肤赛道的最新变化与增长机会，给卖家带来的干货如下：

1. 赛道机会提示：当前油养护肤赛道增长潜力充足，消费者需求已经逐渐细分，从基础修护到抗皱、改善熬夜倦容都有明确的未被满足的需求，卖家可针对性布局对应细分功效的油养产品，抓住品类增长红利。

2. 产品适配方向：消费者更偏好有明确技术支撑、能解决真实痛点的产品，偏好适配自身肤质与使用场景的细分选择，独立小包装、肤感清爽的油养产品更受欢迎，同时传统草本成分结合现代技术的产品也获得市场认可，卖家可顺着这些方向选品布局。

3. 营销参考：可学习敷尔佳绑定传统文化IP，结合产品内核做差异化营销的思路，提升消费者认同感。

本次敷尔佳新品发布，透露出当下护肤产品生产设计的最新需求与商业机会，给工厂的干货启示如下：

1. 产品生产设计需求：油养类产品目前需要解决传统植物油分子大、渗透难、易氧化的共性痛点，要求工厂掌握超分子包裹、超分子促渗等新技术，优化产品肤感，解决传统油养产品容易形成厚重油膜的问题，满足消费者使用体验。

2. 开发方向机会：当下品牌对细分产品的需求提升，同系列产品需要根据功效、肤质、使用场景做差异化开发，多质地分化、独立便携包装的设计需求明显提升。同时，传统草本成分现代化改造的产品需求增长，需要工厂具备功效成分提纯、技术转化的能力，开发出有明确功效机理支撑的草本护肤产品，符合品牌的开发需求。

本次敷尔佳新品发布会反映出功效护肤行业的最新发展趋势，以及品牌方的核心痛点与机会，给服务商的干货如下：

1. 行业发展趋势：当前功效护肤赛道持续细分，油养赛道已经从早期的概念普及进入纵深技术发展阶段，同时草本护肤结合现代技术成为新的热门发展方向，品牌方越来越看重技术研发对产品功效的支撑，对专业技术服务的需求提升。

2. 核心客户痛点：油养产品普遍存在传统植物油渗透难、易氧化、肤感厚重的问题，品牌方需要对应的成熟技术解决方案来优化产品体验，满足消费者需求。

3. 业务机会方向：服务商可针对性布局超分子促渗、天然功效成分提取等相关技术研发，同时可推出文化IP营销落地、细分产品开发咨询等相关服务，匹配当前品牌方的发展需求，抓住行业增长机会。

本次敷尔佳新品发布会传递出功效护肤品牌的最新发展动向，对平台商的招商、运营管理有重要参考意义，核心干货如下：

1. 招商布局方向：当前油养赛道、草本功效护肤赛道增长潜力充足，头部品牌已经开始布局完整的产品矩阵，抢占用户心智，平台可加大对该赛道优质品牌、新品的招商力度，提前布局抢占品类增长红利。

2. 运营优化方向：现在头部品牌越来越偏好差异化的营销方式，偏爱结合传统文化IP做新品发布与品牌传播，平台可推出相关的IP合作资源、主题营销活动，匹配品牌方的营销需求，提升平台对品牌的吸引力。

3. 风险规避提示：当前消费者越来越认可是有明确技术支撑的功效产品，无技术支撑的概念性产品生存空间越来越小，平台可引导商家向技术型功效产品方向发展，规避概念营销带来的合规与口碑风险。

本次敷尔佳的新品发布，反映出国内功效护肤产业的最新发展动向，对产业研究具备较高的参考价值，核心干货如下：

1. 产业发展新动向：国内原生功效护肤品牌大多从单品类突围，本次敷尔佳从敷料赛道起步后，持续拓展功效护肤产品线，完成了完整油养矩阵的搭建，同时布局草本成分现代化护肤，说明头部护肤品牌已经从早期的流量竞争转向产品技术与品牌力的竞争。

2. 产品研发新趋势：油养赛道已经脱离早期的概念营销阶段，头部品牌开始针对不同肌肤问题做精细化的产品布局，投入研发攻克传统油养产品的渗透、肤感痛点，依托自研技术构建产品核心竞争力。

3. 品牌营销新商业模式：越来越多本土品牌开始挖掘中国传统文化内核，将文化理念和产品核心卖点结合，通过文化赋能实现品牌差异化破圈，这种绑定传统文化的营销新玩法已经成为本土品牌崛起的新路径。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Voolga recently held a new product launch event in Dunhuang themed "Nourish Skin, Oil Enrich All Things", unveiling a variety of new efficacy skincare products. Key takeaways for general consumers are as follows:

1. The launch introduced three essential oils from Voolga's new "oil-nourishing" line and the anti-wrinkle Ginseng Three-Factor cream series, covering a wide range of common skincare needs. The three essential oils target different skin concerns: the Revitalizing Repairing Oil improves dryness, dullness, and redness, soothing irritation and repairing the skin barrier; the Gold Anti-Wrinkle Oil focuses on anti-aging and firming to address multiple signs of skin aging; the Queen Capsule Oil targets dullness and aging caused by irregular熬夜 schedules, featuring a lightweight, non-comedogenic texture and individual capsule packaging suitable for various skincare scenarios.

2. The Ginseng Three-Factor cream is Voolga's first anti-wrinkle cream, available in three textures: lightweight, rich, and oil-based. It caters to different skin types and usage environments, with core anti-aging benefits including fine line reduction, dullness improvement, and lifting and firming, meeting the diverse needs of consumers.

Voolga's new product launch in Dunhuang offers actionable insights for skincare brands in brand marketing and product R&D. Key takeaways are as follows:

1. For brand marketing: By choosing Dunhuang as the launch venue, Voolga tied its new products to traditional Dunhuang oil-nourishing wisdom, integrated Dunhuang cultural elements throughout the event, and deeply combined Chinese style interpretation with new product release to create differentiated marketing memory points. The brand also invited its spokesperson to boost event exposure. This culture-enabled branding approach is a valuable reference for other players.

2. For product R&D: Voolga has deeply entrenched itself in the popular oil-nourishing skincare track and built a complete oil-nourishing product portfolio, with segmented product positioning targeting different skincare pain points. It also explores modern skincare formulated with herbal ingredients, and offers multi-texture options for different skin types and usage scenarios. Leveraging in-house R&D to solve industry pain points has allowed Voolga to build core product competitiveness.

Voolga's new product launch reveals the latest shifts and growth opportunities in the efficacy skincare track. Key insights for sellers are as follows:

1. Track opportunity: The oil-nourishing skincare track currently holds strong growth potential, with consumer demand having gradually segmented. There are still unmet needs across categories from basic repair to anti-wrinkle and improvement of fatigue caused by熬夜. Sellers can position their oil-nourishing product portfolios around these segmented efficacy needs to capture the category growth dividend.

2. Product positioning direction: Consumers now prefer products backed by clear technology that solve tangible pain points, and favor segmented options that fit their skin type and usage scenarios. Oil-nourishing products with individual packaging and lightweight textures are more popular, while products combining traditional herbal ingredients with modern technology have also gained market recognition. Sellers can build their product assortments along these lines.

3. Marketing reference: Sellers can learn from Voolga's approach of tying products to traditional cultural IP and combining product core value with differentiated marketing to boost consumer recognition.

Voolga's new product launch reveals the latest demand for skincare product development and manufacturing and emerging business opportunities. Key takeaways for factories are as follows:

1. Product manufacturing and design requirements: Traditional plant-based oil products commonly face challenges of large molecular size, poor penetration, and easy oxidation. Factories need to master new technologies such as supramolecular encapsulation and supramolecular penetration enhancement to improve product texture, solve the problem of heavy greasy residue common in traditional oil-nourishing products, and meet consumer experience expectations.

2. Development opportunities: Brands now have rising demand for segmented products. Products within the same line need differentiated development based on efficacy, skin type, and usage scenario, with growing demand for multi-texture formulations and independent portable packaging. At the same time, demand for modernized products derived from traditional herbal ingredients is growing, requiring factories to have capabilities in active ingredient extraction and technological transformation to develop herbal skincare products with clear efficacy mechanism support that align with brands' development needs.

Voolga's new product launch reflects the latest development trends in the efficacy skincare industry, as well as core pain points and opportunities for brands. Key insights for service providers are as follows:

1. Industry development trend: The efficacy skincare track continues to segment, and the oil-nourishing track has moved beyond early concept popularization to a stage of in-depth technological development. Meanwhile, combining herbal skincare with modern technology has become a new popular development direction. Brands are increasingly prioritizing R&D to support product efficacy, leading to rising demand for professional technical services.

2. Core client pain points: Most traditional plant-based oil products suffer from poor penetration, easy oxidation, and heavy texture. Brands need mature technical solutions to optimize product experience and meet consumer demand.

3. Business opportunity direction: Service providers can invest in R&D for related technologies such as supramolecular penetration enhancement and extraction of natural active ingredients, and also launch related services including cultural IP marketing implementation and segmented product development consulting to match brands' current development needs and capture industry growth opportunities.

Voolga's new product launch signals the latest development trends among efficacy skincare brands, and provides important reference for platforms' merchant recruitment and operation management. Key takeaways are as follows:

1. Merchant recruitment direction: The oil-nourishing track and herbal efficacy skincare track currently hold strong growth potential, and leading brands have begun building complete product portfolios to capture consumer mindshare. Platforms can increase recruitment efforts for high-quality brands and new products in these tracks to get ahead of the curve and capture the category growth dividend.

2. Operation optimization direction: Leading brands increasingly prefer differentiated marketing approaches, and favor combining new product launches and brand communication with traditional cultural IP. Platforms can launch matching IP cooperation resources and themed marketing activities to meet brands' marketing needs and improve platform attractiveness to brands.

3. Risk mitigation: Consumers increasingly recognize efficacy products backed by clear technology, and the market space for conceptual products without technical support is shrinking. Platforms can guide merchants to develop technology-backed efficacy products to avoid compliance and reputation risks brought by concept marketing.

Voolga's new product launch reflects the latest development trends of China's domestic efficacy skincare industry, and offers high reference value for industrial research. Key insights are as follows:

1. New industry development trends: Most domestic native efficacy skincare brands have broken out through focusing on single categories. After starting in the medical dressing track, Voolga has continuously expanded its efficacy skincare product line, completed the construction of a complete oil-nourishing portfolio, and entered the modern herbal skincare space. This shows that leading skincare brands have shifted from early traffic competition to competition based on product technology and brand power.

2. New product R&D trends: The oil-nourishing track has moved beyond the early stage of concept marketing, and leading brands are now conducting refined product positioning targeting different skin concerns, investing in R&D to solve the penetration and texture pain points of traditional oil-nourishing products, and building core product competitiveness based on in-house technology.

3. New brand marketing business model: A growing number of local brands are tapping into the core of traditional Chinese culture, combining cultural concepts with core product selling points, and achieving differentiated brand breakthroughs through cultural empowerment. This new marketing approach of tying to traditional culture has become a new path for the rise of local Chinese brands.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

9月5日下午，敷尔佳“润养肌肤，油入万物”新品发布会在敦煌月牙泉举办。这场发布会没有选在常规的酒店宴会厅，而是把舞台搭在了大漠上——鸣沙山的风、月牙泉的水，还有两千多年丝绸之路留下的余韵，成了这场活动最天然的背景板。

敷尔佳研发中心总监张晔翔、市场营销总监李宣宣等品牌高管出席，与到场嘉宾一起，见证敷尔佳三款精华油、人参三因系列面霜等新品的正式亮相。

作为敷尔佳品牌代言人，孙千也惊喜现身发布会现场，共同见证这场新品发布的重要时刻。

整场发布会将敦煌文化艺术元素贯穿始终，把国风演绎与新品发布深度交融。开场以主题先导片《大漠来信》拉开帷幕，雄浑的敦煌击鼓表演接续登场。现场设置了古今碰撞的主题走秀，一半模特身着敦煌古典服饰，另一半身着现代简约时装，用走秀完成一场跨越千年的美学对话。

后续沙画表演以敦煌金沙为载体，用画面演绎三款精华油的来源故事，最后以敦煌水袖舞作为整场发布的艺术收尾，整套仪式串联起整场发布，让观众在大漠氛围里理解品牌“以油养护”的内核。

在现场高管、嘉宾的共同见证下，敷尔佳完成新品启动仪式。敷尔佳市场营销总监李宣宣带来产品深度解读，从原料溯源、技术研发到实际护肤场景，拆解本次新品系列的底层逻辑。

本次发布的油养家族三款精华油，依托全球甄选原料与自研超分子促渗等技术，从抗皱、修护、抗倦容不同维度搭建油养护肤解决方案。结合此前已上市的油系产品，敷尔佳已经构建起完整的油养矩阵。

赋活修护精华油2.0（赋活油），以来自南非的密罗木（复活草）为核心成分，萃取植物中应对极端干旱环境的活性物质，帮助改善皮肤干燥、蜡黄、泛红等肌肤表现，配方搭载专利细胞磷脂技术，协同构筑仿生屏障养护体系，并形成清晰的分层作用路径：4-叔丁基环己醇作用于肌肤感官层面，舒缓灼热刺痛等不适感；专利成分修妍因®从四重靶点信号通路角度助力褪红修护。从舒缓即时肌肤不适，到支持皮肤屏障自我修护，实现多维度的肌肤养护。

流金抗皱精华油2.0（流金油），主打抗皱紧致，直击胶原降解、炎性衰老、自由基三大肌肤老化元凶。核心原料选用沙特阿拉伯冬化版辣木籽，相较于1.0初榨版，油体质地更为澄澈透亮。配方没有盲目堆砌原料，依托植物A醇、云南傣族黑姜御龄油、甘肃沙棘果油形成协同体系：植物A醇助力促生胶原与弹性纤维；黑姜御龄油帮助舒缓炎性带来的肌肤损耗；沙棘果油帮助减轻自由基带来的肌肤压力，在滋润保湿的基础上，帮助肌肤维持紧实状态，抵御外界环境给肌肤带来的损耗。

抗皱紧致养肤胶囊油，也叫女王胶囊油。针对熬夜、作息紊乱等外界因素带来的倦容衰老问题，搭建起四维立体抗老体系。第一维即刻精准抗皱，依托白叶蜡菊花（永生花油）实现CCN1/CCN5双靶点调控，促进胶原与弹性蛋白表达；搭配千日菊提取物，放松面部皮下肌肉，改善动态表情纹。第二维搭载双重超分子包裹技术的超分子葡萄籽油，将原料处理至0.19μm，渗透率提升了4.48倍，提升透皮效率，改善传统植物油分子大、渗透难、易氧化的行业痛点。第三维昼夜深润养护，复配霍霍巴籽油、白池花籽油、山茶籽油，分别发挥仿生皮脂、抗氧化稳定、促胶原修护的作用，构建深度滋养矩阵。第四维双重渗透革新，发酵向日葵籽油搭配超分子葡萄籽油，完成表层铺展到肌底渗透的接力。肤感调校至轻薄，不易形成厚重油膜。独立胶囊包装形式，适配多样护肤场景。

如果说三款精华油代表敷尔佳在油养赛道的纵深技术探索，人参三因系列面霜，则是品牌在草本成分现代化方向的一次精细化实践，这也是敷尔佳首款抗皱面霜。

面霜选用源自长白山北麓人参的核心专利成分——双重稀有人参皂苷CK×F2，通过作用于ECM重构、自由基清除、炎症调控三大老化通路，将传统人参智慧转化为具备清晰机理支撑的现代养护方案。

为适配不同的使用环境与肌肤状态，产品推出轻盈版、滋润版、油霜版三种质地。三者共享同一套核心配方体系，以「人参三因」科技为基石的——即依克多因、麦角硫因、玻色因三大活性成分协同作用，通过质地工艺的分化，灵活拓展适用场景。配方还添加了自研自研超分子乙酰姜黄酮、人参籽油、乙酰基六肽-8、棕榈酰五肽-4等多重活性成分，与「三因」科技协同，覆盖淡纹、改善暗沉、提拉紧致等护肤诉求。为消费者提供一套多维度的功效面霜选择。

敷尔佳从敷料赛道起步之后，品牌持续拓展功效护肤产品线。这次把发布会放在敦煌，并非一次简单的场景选择。敦煌自古以来就在用油方面很有智慧，而敷尔佳以“油”作为突破口，把这份用油的智慧平移到肌肤护理上。大漠风沙考验着壁画的存续，而护肤油脂也为当代人的肌肤养护提供了一条重要思路。

发布会结束后，日光依旧铺洒在鸣沙山，色调和莫高窟壁画沉淀下来的赭石色近乎一致。那三滴从世界各处汇聚到敦煌的油，很快就会出现在更多人的梳妆台上。

注：文/龚作仁，文章来源：Laborer，本文为作者独立观点，不代表亿邦动力立场。

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FAQ回顾

敷尔佳新推出的油养系列护肤产品有哪些？

敷尔佳本次推出的油养家族包含三款精华油：赋活修护精华油2.0主打修护褪红，流金抗皱精华油2.0主打抗皱紧致，抗皱紧致养肤胶囊油主打改善倦容衰老，还同步推出了人参三因系列首款抗皱面霜，可覆盖多类护肤需求。

敷尔佳油养护肤产品有什么技术优势？

敷尔佳油养系列依托全球甄选原料，搭载自研超分子促渗、专利细胞磷脂等技术，其中抗皱紧致养肤胶囊油所用超分子葡萄籽油处理至0.19μm，渗透率提升4.48倍，可改善传统植物油分子大、渗透难、易氧化的行业痛点。

敷尔佳人参三因系列面霜有什么特点？

敷尔佳人参三因系列面霜是品牌首款抗皱面霜，核心添加长白山北麓人参专利成分双重稀有人参皂苷，搭配依克多因、麦角硫因、玻色因三大活性成分，推出轻盈、滋润、油霜三种质地，可适配不同肌肤状态与使用场景。

敷尔佳的油养护肤布局成熟吗？

敷尔佳从敷料赛道起步后持续拓展功效护肤产品线，本次三款精华油新品发布后，结合此前已上市的油系产品，已经构建起完整的油养护肤矩阵，可覆盖抗皱、修护、抗倦容等多维度肌肤养护需求。

标签:: 业界护肤品化妆品

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