September 5th, Hangzhou, Honglong.

Brand endorser Jing Baoran stepped out of the richly scented "Fusheng Space" with a bouquet of night-scented stock.

The journey from the brand store to the mall's courtyard, though not long, is the clearest thread of this "Moonlit Corridor, Night-Scented Stock Still" meet-and-greet: the night-scented stock starts from the brand space, enters the "Moonlit Corridor," and then appears successively in products, handwritten flower notes, and intangible cultural heritage shadow puppet sculptures. As the event neared its end, founder Jiang Teng once again presented a bouquet of night-scented stock, with a single plant threading through the entire encounter.

Compared to the emphasis on热闹 (热闹) and interaction density in common celebrity meet-and-greets, the rhythm of this event was notably more restrained. The corridor, moonlight, fragrance, and discussions about evening skincare, lifestyle, and self-care together formed the mood of the scene. Jing Baoran wrote on the "Night-Scented Stock Flower Note," "Even in the midst of busy days, don't forget to carve out some moments of relaxation for yourself," naturally echoing the long-standing emphasis of "balance, aftertaste, and reserve" by Fushengmanpu.

This harmony does not stop at the level of character temperament.

The night-scented stock, which ran through the entire event, is the core plant that the brand has long researched and developed. This meet-and-greet is more like a realization of the brand's language: allowing the night-scented stock, which originally existed in products, visuals, and content, to enter real people, spaces, and consumption experiences.

This also provides a way to observe Fushengmanpu.

Today, "relaxation," "healing," and "self-pleasure" have long become high-frequency expressions in the beauty and skincare industry. As emotional value gradually enters public discourse, relying solely on emotional stories is no longer enough to form long-term differentiation. What truly sinks into the brand's mind is whether the emotional value can be carried by the product and form a stable experience in real consumption scenarios.

This corresponds to the two things that Fushengmanpu has been advancing in recent years: continuously deepening product research and development and upgrading around the night-scented stock, and bringing aromatherapy experiences into a more complete offline space.

01

The Long-Term Cultivation of a Night-Scented Stock

At the meet-and-greet, four new products were showcased: Night-Scented Stock Light-Glow Whitening Essential Oil, Night-Scented Stock Light-Glow Fermentation Essence Cream 2.0, Night-Scented Stock Light-Glow Fermentation Concentrate Eye Oil 2.0, and Night-Scented Stock Light-Glow Elastic Moisturizing Oil Mask. The brand did not use the conventional product explanation but instead, through the pairing of products and their effects, allowed Jing Baoran to sequentially bring out the core functions of the four new products in the interaction. Compared to simply listing selling points, this segment more directly presents that the Night-Scented Stock series is forming a more complete division of labor in terms of efficacy.

If only looking at the list of products, it is easy to understand it as a concentrated launch completed through a star borrowing event. However, for Fuyumanzhu, these four products are more like a phased presentation in the continuous iteration of the Yulan Magnolia series.

Previously, core products such as essential oil and concentrated essence have been successively entering the upgrade cycle. For a brand that has formed a core series, the focus of competition has shifted from "recreating a new product" to how to extend the life cycle of mature products, allowing existing products to continuously absorb new technology, raw materials, and consumer demand.

Best-selling products address the阶段性 growth, while continuous iteration determines whether product assets can be accumulated - this is a question that domestic skincare brands must answer after entering a more mature operating stage.

The star skincare series Yulan Magnolia series has already established such a market foundation.

Previous public data show that the Yulan Magnolia eye oil on Tmall saw a year-on-year sales increase of 2554%, the Yulan Magnolia essential oil increased by 369%, and the concentrated essence and facial cleanser also maintained growth. More noteworthy than the individual numbers is that the growth has occurred on multiple core products - consumers' understanding of Yulan Magnolia is moving from scent and brand story to actual product recognition in terms of purchase.

Therefore, the focus of the new round of upgrades is not to continue to increase the number of SKUs, but to give the established core series a more complete efficacy structure.

Taking the Yulan Magnolia Light Sensation Whitening Essential Oil, which is the highlight of this launch, for example, the previous generation focused more on brightening and anti-aging, while the new version has obtained a whitening certificate and further incorporates whitening, anti-aging, and repair into the same product logic.

While enhancing efficacy, Fuyumanzhu has not abandoned the other end of "emotional skincare": on one hand, the product answers the changes in skin condition through efficacy research, and on the other hand, it continues to explore the sensory and emotional reactions of people during the care process around the Yulan Magnolia scent. In other words, efficacy and emotion are no longer two parallel narratives but are beginning to enter the same product development logic. To sustain this logic, updates on the formula alone are not enough.

Fuyumanzhu selects single-petal Yulan Magnolia from the Yunnan Plateau near the 23rd parallel north latitude and has gradually established a raw material supply chain from planting, harvesting, to extraction and preparation; research also extends to plant parts such as bulbs. Currently, the brand has formed two authorized invention patents - "Fuyuxing" fermentation liquid and "Fuyueguang" extract - which constitute the technical base of the Yulan Magnolia Light Sensation Fermentation series. There are also 4 patents in progress, and two new raw materials related to Yulan Magnolia bulbs are in the filing stage.

The brand has carried out industry-university-research cooperation with Jiangnan University on the extraction of Yulan Magnolia and skincare efficacy, with related research having resulted in 2 papers published on the SCI platform. At the same time, around "aromatic Fuyu, emotional skincare," Fuyumanzhu is also advancing empirical research in three directions: sensory experience, cortisol regulation, and molecular mechanism.

From the core series that has already been verified in the market to the continuous product upgrades, and to raw materials and scientific research, Fuyumanzhu is building a sustainable product path around Yulan Magnolia.

02

The Emotional Skincare Experience Logic Behind Offline Expansion

If products solve the question of "what makes emotional skincare viable," then offline spaces address "how this experience is truly felt."

As short videos, live streams, and digital content continue to increase the density of visual information, it becomes increasingly difficult for a single screen to fully convey the scent, texture, and emotion. For aromatherapy brands, this limitation is particularly evident—the scent cannot be captured in a screenshot, and the texture cannot be fully还原 in a video. This is also the background for the continuous increase in direct offline expansion by Fragrant Full Spread over the past two years.

In March 2025, the first store of Fragrant Full Spread in Hangzhou Tianmu Li opened, with its first-month performance exceeding one million yuan; followed by the "Yun Zhi Space" in Nanjing, the "Hui Dang Space" in Hangzhou, and the "Fu Di" in Shanghai. Entering 2026, experience spaces such as Hangzhou Honglong, Shanghai Qiantan Taigu Li, and Shenzhen Yifang City successively landed; in September, the brand will also see the simultaneous opening of four stores in Shanghai, Beijing, Chengdu, and Nanjing.

What is more worth paying attention to is the way of expansion.

Different from the rapid replication of standardized stores, Fragrant Full Spread retains a strong local expression in its offline expansion.

The flagship store organizes products, scents, hand SPA, herbal tea, and garden experience in the same space. The flagship space in Beijing also plans to set up an independent SPA area, extending the five-sense healing from "trying a product" to a more complete physical and mental experience.

"The theme of each store" is therefore not just a design choice.

What it truly addresses is: as the scale of stores expands, how to maintain a unified brand identity while avoiding a brand that emphasizes sensory and emotional experiences being compressed into a standardized retail template.

The way of Fragrant Full Spread is to make tuberose, oriental aromatherapy, and "aromatic fragrance, emotional skincare" relatively stable brand coordinates, leaving the changes to the spatial language and experience methods of different cities. As a result, stores are no longer just sales terminals but become the entry point for consumers to enter the brand world.

This was a concentrated presentation of the Jing Baoran meeting. The event did not happen in isolation in the mall atrium but started from the brand store "Fusheng Space" and followed the tuberose into the public activity area. Stores, products, brand ambassadors, and consumers were thus put on the same experience path, with the star event creating a stage of attention, and the offline space handling the long-term brand relationship.

This channel capability has also begun to extend overseas.

This July, Fragrant Full Spread entered the century-old high-end beauty landmark John Bell & Croyden in London, becoming the first domestic beauty brand to enter this channel.

Compared to relying on cross-border e-commerce to complete sales, high-end offline channels test whether a brand can maintain consistency in products, prices, and expression in a new consumer environment. Fragrant Full Spread did not directly copy the complete domestic product portfolio but entered the local relatively mature oil care habits with core products such as tuberose essential oil and eye oil, and then adjusted the specific product mix and communication methods according to the market.

Supporting this consistency is another layer of language that is particularly important in the European and American markets: sustainability. Sustainable environmental protection is a common language between high-end channels and consumers in Europe and America, and for Fuyu Manpu, it is not a communication strategy that was only activated for going abroad—it launched the "Empty Bottle Recycling Program" in 2022, reusing recycled empty bottles; the packaging has gradually adopted PCR-PET environmentally friendly materials, replaced wood pulp with sugarcane pulp, used FSC certified environmentally friendly recycled paper, and introduced replacement packaging design into the product system step by step; in 2024, it launched the "Oriental Magnolia Bulb Planting Program," extending sustainability from packaging to a lifestyle that users can participate in. The long-term respect for nature and the environment is already written in the brand gene of "Originated from Plants"—this makes the dialogue between Fuyu Manpu and overseas high-end channels not just about products and fragrance.

From core cities in China to London, what is truly replicated is not a set of store templates, but a set of brand logic formed around the oriental magnolia and emotional skincare.

In Conclusion

In 2025, Fuyu Manpu's total GMV across all channels exceeded 600 million yuan.

For a domestic skincare brand that has reached this scale, the criteria for measuring the next stage of development are also beginning to change: growth is still important, but what is more worth paying attention to than single-speed growth is whether the brand can continue to form its own product methods, consumer perception, and business rhythm on the basis of the existing market.

This is also where Fuyu Manpu is currently most worth observing.

Over the past few years, the oriental magnolia has gradually become one of the most distinctive identifiers of the brand. It has brought product growth and has continuously entered new product, research, and consumer scenarios. When a brand no longer needs to frequently seek new narrative starting points and can continue to grow around the same core, it means that brand management is beginning to shift from chasing opportunities to accumulating itself. This accumulation is often slower than a single outbreak, but it is also more decisive for how far the brand can ultimately go.

Returning to "Moonlit Corridor, Night-scented Jasmine Still Aroma," the value of a meeting is not just about the attention brought by Jing Baoer. More importantly, when consumers repeatedly encounter the oriental magnolia, products, and Fuyu Manpu in the same scenario, the scattered accumulation of the brand is presented in a clearer way.

For Fuyu Manpu, which has entered a new stage, the next question is not to create another new story, but to further transform the formed products, scientific research, and brand perception into long-term business capabilities.

"Night-scented Jasmine Still Aroma," perhaps, is the longer-lasting meaning of these four characters.

This article explores Aromatherapy, Fragrance, Perfume, Essential Oil, Fireless Aromatherapy, Aromatherapy Candle, Vine Incense Stick, Home Fragrance, Natural Aromatherapy, Diffuser, sharing the latest industry insights and offering practical references for enthusiasts.

Source: 品观网 (https://www.pinguan.com/)

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