Are Domestic High-End Skincare Products a Tax on Intelligence?

Ms. Zhang has recently been in a dilemma in front of her dressing table: on one side is the international big brand face cream she has been using for ten years, and on the other side is a new product from the domestic high-end line highly recommended by her best friend. "The prices are almost the same, but can domestic brands really compete?" This may be a common question among many consumers. Today, let's unveil the mystery of domestic high-end skincare products.

Five years ago, a domestic essence lotion made it to the hot search because "its ingredient list was 90% similar to that of an international big brand". At that time, domestic products were still labeled as "affordable alternatives". Now, when you walk into high-end shopping malls, gilded glass bottles, endorsements from biotechnology laboratories, and customized services have become the standard configurations of domestic high-end versions. Data from the Zhongshitong Research Institute shows that in 2023, the repurchase rate of domestic high-end skincare products increased by 37% year-on-year. Behind this figure are three major breakthroughs:

• Ingredient Innovation: Research and development of local raw materials such as Yunnan black truffle fermentation technology and Changbai Mountain snow ginseng extract
• Technology Iteration: The microcapsule encapsulation technology has increased the penetration rate of active ingredients to 92%
• Experience Upgrade: The accuracy of AI skin detectors has reached the medical level.

On Ms. Li's dressing table, there is a special ceramic bottle containing a facial mask developed with inspiration from the "Qi Bai Gao" recorded in Compendium of Materia Medica. "Western brands talk about molecular formulas, while we talk about the oriental wisdom that has been passed down for thousands of years." The person in charge of a laboratory described the product philosophy in this way. This differentiated competition strategy is working:

• The limited series based on the 24 solar terms has triggered a on social media.
• The lacquerware packaging made with intangible cultural heritage techniques has become a collectible.
• The compounding scheme of Chinese herbal medicines has been certified by the International Society of Cosmetic Chemists.

Why are more and more people willing to pay for domestic high-end lines? After interviewing hundreds of users, we found that:

• Precisely Solve Asian Skin Problems: Special research on problems such as chloasma and sensitive skin.
• Instantly Visible Experience: From the sense of ceremony when opening the box to the SPA-like touch during use.
• Cultural Identity: Post-2000 consumers are more inclined to support brands with cultural genes.

When a certain brand launched the concept of "skin emotion management", it caused an uproar in the industry. This bold attempt to combine oriental health preservation philosophy and biological rhythm technology may perhaps indicate the future direction. Experts from Zhongshitong pointed out: "The competition in the next stage does not lie in piling up ingredients, but in whether a unique value system can be established."

Standing in front of the dressing mirror, will you choose to give domestic products a chance next time? Welcome to share your "really good" stories or sharp doubts in the comment section—after all, the final judgment right of the market always lies in the hands of consumers.