The Ministry of Commerce defines 2023 as the year of consumer deceleration as a product of people’s expectations for beautiful pursuit and good life, and cosmetics are a major building block for the re-warming of consumer markets. On 12 May, the 27th CCBE China Mercule Fair was opened in Shanghai. Additional attention was paid to the cosmetics branding, thermality of the brands and the momentum of the emergence of the effective brands in recent years. For example, the branding, the future bra...