1. 3-Minute Beauty Trends Anti-aging "Doubled Up" in China Skincare Market Campbell Lin in Shanghai, MeasureCommerce Jun 17, 2021 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii In China's online skincare market, "hydrating/moisturising" is the Source: MeasureCommerce Data Dashboard most demanded skincare benefits followed by "skin sensitivity relief" , "cleansing" and "whitening" . However, among top benefits products with "anti-aging" benefit have shown the highest growth 1 2 Skin sensitivity relief in this context include soothing, calming, anti-inflammation, acne reduction, etc 1 While "skin whitening" is a controversial term in the European and North American markets and has been replaced by terms like "brightening" or "glowing", pale-looking skins and thus "whitening" continue to be preferred in Asian markets including China and Japan. 2

2. between MAT 2021 (Jun 2020 ~ May 2021) and MAT 2020 (Jun 2019 ~ May 2020), at 29%. While reducing wrinkles is the centre spotlight for anti-aging products, other anti-aging related keywords and benefits are also trending in the market, including premature anti-aging , anti-oxidation, anti- glycation and anti-photoaging . Recently a new Chinese-only term "双抗" (shuang kang: lit. "dual anti" or "dual anti-aging") emerges in the market and helps a local brand to gain exceptional growth. 3 4 5 Within the top 10 best-selling brands of anti-aging skincare products, Proya (珀莱雅) exhibits the fastest YoY growth at over 300%. Although the English name of the brand's best-selling anti-aging product, Elastic Brightening Youth Essence (双抗精华液) sounds ordinary, in Chinese it is called the "dual anti" essence. The dual action refers to anti-oxidation and anti-glycation. As the industry pioneer in "dual anti-aging", Proya claims that without the dual actions of fighting against both oxidation and glycation, they could turn into a vicious cycle, exacerbating the reactions of each other. Source: Proya Tmall Flagship Store Elastic Brightening Youth Essence Oxidation and Glycation in a vicious Cycle: Production of ROS (reactive oxygen species) -> Glycation -> Accumulation of AGEs (Advanced Glycation End Products) -> Accelerated Oxidation The "double up" game doesn't stop here. The essence bottle has two separate chambers: the essence chamber and the freshness chamber. The freshness chamber stores a small amount of essence for immediate use, while the larger essence chamber storing the rest of the essence is sealed off from air and pollution in the external environment. The Chinese term 抗初老 (lit. anti early aging) refers to the concept of fidgeting against premature signs of aging. 3 Anti-glycation refers to a benefit that fights against a process in which the excess glucose in the skin adheres to collagen and protein, making them rigid and no longer able to keep the skin firm and supple. 4 Anti-photoaging refers to a benefit that fights again (premature) aging signs caused by exposure to UV lights 5 Anti-aging "Doubled Up" in China Skincare Market 3-Minute Beauty Trends

3. Source: Shiseido Official Website Vital Perfection LiftDefine Radiance Serum Source: Olay Tmall Flagship Store White Radian Niacinamide + Glycaxyl Advanced Light-perfecting Essence Besides Chinese local brands, global brands traditionally not in the anti-aging field have also developed products with dual skin improvement functions. Used to focusing on "whitening" or brightening skincare products, Olay has developed its own anti-glycation functional ingredient, GlycoxylTM and combining with the gold-standard brightening ingredient, niacinamide, launched the white radiance niacinamide + GlycaxylTM advanced light-perfecting essence. Olay claims that the defence against skin glycation with GlycaxylTM could better work with niacinamide to increase the "whitening" effect by 1.7 times. Similarly, in addition to the signature 4MSK whitening ingredient, Shiseido has launched a "double action" version of the vital perfection serum with watercress extract and Kurenai-TruLift ComplexTM added for a more lifted facial contour by reducing wrinkles and improves skin tightness. 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 Anti-aging "Doubled Up" in China Skincare Market 3-Minute Beauty Trends