1. New Summer Beauty Trend: Cooling Skincare Products 3-Minute Beauty Trends Campbell Lin in Shanghai June 29, 2021 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Source: MeasureCommerce Data Dashboard As the hot summer season is approaching, among different ways of cooling yourself down, some Asian skincare products are specially designed for consumers coping with various skin issues due to hot summer weather. In fact, since late spring this year, cooling related keywords have increasingly received much consumer attention. According to MeasureCommerce's data dashboard , since March 2021, cooling related Tmall and Taobao skincare product sales have surged from 0.9 million CNY to 1 Cooling related search keywords: 降温 OR 冷感 OR 冰感 OR 凉感 1

2. 3+ million CNY in April and 16+ million CNY in May, the highest of all time. The market increase has been largely contributed by the Chinese brand, One Leaf (⼀叶⼦). Similarly, the number of daily new posts on Xiaoshongshu (⼩红书) mentioning cooling related words such as "降 温" (temperature reduction), "冷感" (cold sensation) , "冰感" (icy sensation) and "凉感" (cool sensation) has increased to more than 300 since early May and stayed high. T=0 Initial Application 1 min. 2 min. 3 min. 4 min. 5 min. Source: One Leaf JD.com Flagship Store 3% Blue Copper Peptide Soothing Mask, Firming Revitalise Repairing Eye Mask and Eye Mask's Temperature Change In China and South Korea, market emphasis of cooling products is on skin temperature reduction and skin sensitivity soothing. One Leaf 's best seller of cooling product so far has been the 3% blue copper peptide soothing mask, whose product temperature could drop by 9% after a gentle squeeze., The brand have actually launched a cooling repair eye mask product last year nicknamed Eye's Little Ice Cubes (眼部⼩冰块), claiming to instantly reduce skin temperature by more than 3 degrees, with a line graph on the product page showing how the skin temperature would change over 5 minutes. Source: Cell Fusion C Tmall Flagship Store First Cooling Mask and Before and After Temperature Measurement New Summer Beauty Trend: Cooling Skincare Products 3-Minute Beauty Trends

3. The Korean dermatologist brand, Cell Fusion C also launched a cooling mask. Similar to One Leaf, their cooling mask emphasises on immediately reducing skin temperature by 5 degrees, which is good for soothing and calming skin sensitivity. And when the product is listed on Tmall in China, the page also shows actual "before and after" temperature measurements with as Chinese consumers constantly look for proof of product claims. However, different from the Japanese RMK gel discussed below, Cell Fusion C claims its masks to be menthol-free and instead uses "Co Cell" pure cotton sheets and hydro gel for cooling effect. In addition to cooling, the mask is added with azulene and pycnogenol for soothing sensitive skin and the popular Korean soothing ingredient cica extracts for skin repair. Source: Ishizawa Lab Official Website Cool Essence Cotton Maker Step One: Spray onto Palm; Step Two: Press Down Lightly; Step Three: A Puff-Like Cottons Cotton Forms; Step Four: Apply onto T-Zones and Cheeks Source: RMK Official Website Cool Gel Hydrating Face Primer and First Sense Cooling Gel In Japan, cooling skincare products are advanced with creative product types and innovations. RMK recently launched two summer-only products. The green-coloured cool gel hydrating face primer delivers cooling sensation through three senses: touch, smell and sight. With minty methanol as part of the formula, the gel gives a calming and cooling skin sensation while instantly replenishes skin moisture. Along with the minty green colour, the gel contains ultra fine silver pearls (powder) that brings a visually subtle yet complex glow and translucency to the skin. With coriander and mint blended, the application finish emanates a refreshing herbal fragrance. The brand's other cooling product, the blue-colour first senses cooling gel incorporates black and pink peppercorn along with sandalwood and rose fragrances for a spicer and comforting summer smell. Nadeshiko (⽑穴撫⼦) is relatively more creative and launched the summer limited "cool essence cotton maker" in a pressurised spraying can. After releasing the contents onto your hands and pressing them down, the white fluff would soon harden into a puff-like cotton sheet with essence trapped inside. As you push down the "cotton pad" onto your T-zone and cheeks, with luffa and chamomile extracts, it helps tightening open pores and improving skin textures, along with a cooling finish. New Summer Beauty Trend: Cooling Skincare Products 3-Minute Beauty Trends

4. 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 New Summer Beauty Trend: Cooling Skincare Products 3-Minute Beauty Trends