1. Dermatologist Endorsement 3-Minute Beauty Trends Skincare Marketing Strategy: Campbell Lin in Shanghai, MeasureCommerce June 11, 2021 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii You might be familiar with this news in March: Botanee (贝泰妮), parent company of the Chinese local skincare brand Winona (薇诺娜) went public on Shenzhen Stock Exchange. The brand was the best-selling skincare brand on Tmall in 2020. The founding and the success of this sensitive skin- focused brand all come to one thing: collaboration with dermatologists. Since the early days, Winona has been working closely with local hospitals and dermatologists for product development and product placement. Each year on the National Skincare Day (May 25th), the brand offers free dermatology consulting services, from the early on neighbourhood booths run by volunteering dermatologists, to the recent online livestreaming sessions and AI driven pop-up stores, putting an effort in educating the public how to correctly take care of their skins. Other local Chinese functional skincare brands, such as Biohyalux (润百颜) takes a similar approach by publishing social media contents such as videos or quotes by skincare experts for addressing viewers' skin related questions and concerns. Source: SkinCeuticals on Weibo Livestreaming with Li Na, Liu Tu and Zhou Zhanchao Source: SkinCeuticals on Weibo Jan 27, Jan 29, Jan 30 & Feb 2

2. Although these dermatologists are not necessarily brand ambassadors or spokespersons, their appearance in livestream, social media posts or product description page of a particular brand could be seen as an endorsement for the brand. After rise of "ingredient geeks" (成分党) (consumers studying the benefits and effectiveness of core skincare ingredients), "evidence geeks" (证据党) recently emerges in China, demanding for scientific evidence of product benefits claimed by brands, and dermatologist endorsement is one of those asks. Source: Avéne on Weibo Atopic Dermatitis and Sun Care Related Information. Source: Avéne WeChat Official Page Besides Chinese local brands, global brands are taking the same dermatologist tactic in China. The L'Oréal owned American brand, SkinCeuticals is a professional medical skincare brand that works with skincare professionals by offering in-office skin treatment besides selling products. Across the Pacific, this "backed by science" approach is also adopted, but with a Chinese twist. As early as 2016 when the Tmall flagship store was set up, the brand had already invited dermatologists for livestreaming. Earlier this year, with the hashtag #专业请就位 (Science it Works) the brand did an intensive series of livestreaming sessions with dermatologists. And for the 6.18 shopping festival this year, the brand gathered to the livestream show well-known superstars in their own fields including Li Na (李娜), a superstar tennis player, Liu Yu (刘宇), one of the hottest Chinese idols and the brand's "youth ambassador" (青春⼤使), and Zhou Zhanchao (周展超), a dermatology professor from the Chinese Academy of Medical Sciences. The French brand Avéne is another overseas brand example well adapted to the dermatologists game. Similar to Winona on the National Skincare Day, Avéne worked with dermatologists in creating video contents on social media explaining medical jargons with easy-to-understand graphs and languages. In addition, the brand even has its "online dermatology clinic" on WeChat. By taking a picture of your skin and posting your questions, your will get an answer within 48 hours. Skincare Marketing Strategy: Dermatologist Endorsement 3-Minute Beauty Trends

3. Even without live supports from dermatologists, big name brands such as Estée Lauder and L'Oréal are displaying endorsements of external skincare experts for injecting consumer confidence in their products. To sum up, as Chinese consumers become more knowledgeable about skincare, products and ingredients, they are looking for scientists-backed products that could really work to address their skin concerns. With such scientific mindset, their primary source of information and recommendations will be professional dermatologists and skincare experts. While livestreaming influencers and celebrity effects will continue playing their roles in the market, it is important not to overlook the emerging group of consumers demanding for science and professionalism. Source: Estée Lauder Tmall Flagship Store Endorsed and Recommended by 100 Chinese, Japanese and Korean Dermatologists Source: L'Oréal Tmall Flagship Store Endorsed by Dermatologist: Chang Jianmin, Professior at Peking University For more beauty market updates and trends in China • Visit MeasureCommerce’s website • Subscribe to MeasureCommerce’s newsletter • Contact us at contact@measurecommerce.ai • Follow MeasureCommerce on LinkedIn • Follow MeasureCommerce on WeChat Skincare Marketing Strategy: Dermatologist Endorsement 3-Minute Beauty Trends