Core Insights - The article highlights the transformation in consumer behavior in Beijing, where individuals are increasingly seeking cultural identity and emotional resonance behind beauty products, rather than just their efficacy or brand [3][4][5] - L'Oréal Group's "Essentiality of Beauty" concept aims to convey the essence and rich connotations of beauty, integrating it with Eastern philosophy to foster participation in the exploration and creation of beauty [5][6][16] Economic Impact - Beijing's overall consumption market has shown growth, with a total retail sales volume of 980.31 billion yuan in the first three quarters of the year, reflecting a year-on-year increase of 0.5% [4] - Retail sales of fashion and entertainment goods, including jewelry and cosmetics, have seen significant increases, with jewelry sales up by 33.5% and cosmetics by 8.1% [4] Cultural Integration - L'Oréal's collaboration with the National Museum of China showcases a cultural project that reinterprets historical artifacts through a modern lens, emphasizing the integration of beauty with deep cultural narratives [6][8] - The "Beauty Path" project aims to explore the rich expressions of beauty in historical culture, quality of life, and social economy, enhancing visitor engagement through interactive experiences [8] Employment and Innovation - L'Oréal has created over 330,000 direct and indirect jobs in China, demonstrating its significant contribution to the local economy [22] - The company has established a comprehensive innovation system in China, conducting extensive research on local consumer preferences and developing a robust supply chain that supports local production [20][22] Strategic Vision - L'Oréal's "Beauty Path" philosophy is structured around three components: "Theory," "Path," and "Show," aimed at deepening public engagement with the concept of beauty [16] - The company emphasizes its commitment to localizing its operations and understanding the unique beauty culture in China, positioning itself as a leader in the beauty industry [22]

近日，欧莱雅中国携手松美术馆举办的"美之道・读者与作者" 沉浸式青年美育项目在北京正式启动。 "美之道・读者与作者"活动中由资深艺评人鞠白玉主持，邀请到艺术家张晓刚、策展人崔灿灿、欧莱雅北亚及中国公共事务总裁兰珍珍、读书博 主都靓展开跨界对谈。四位嘉宾从各自的专业领域出发，围绕着"美的启迪""美的升华""美的共生"展开，探讨"美"在绘画、策展、文学与生活中 的多重呈现，以及在全球化与个人身份认同的交汇点，如何找到并表达独特的文化之美。 "美之道沙龙"现场。嘉宾从左至右：资深艺评人鞠白玉、艺术家张晓刚、欧莱雅北亚及中国公共事务总裁兰珍珍、读书博主都靓、策展人崔灿灿 松美术馆执行馆长李克非表示："松美术馆专注中国当代艺术的传播和美育，和欧莱雅对于'美之道'的系统思考，以及积极连接大众、传播美的 实践是高度契合的。此次与欧莱雅、张晓刚先生的合作，正是一次各方发挥各自优势的绝佳实践。我们期待通过这样的携手，能让更多人走进艺 术、感受美的力量，让美真正融入大众生活，推动美育不断向前。" 欧莱雅相关负责人表示，此次"美之道・读者与作者"沉浸式美育体验，是欧莱雅中国"美之道"系列实践的关键一环。此前，欧莱雅集团已携手中 国 ...

Core Viewpoint - The launch of the immersive youth art education project "The Way of Beauty: Readers and Authors" by L'Oréal China in collaboration with Song Art Museum is a significant initiative aimed at promoting art education among young people through the retrospective exhibition of contemporary artist Zhang Xiaogang [1][4]. Group 1: Event Overview - The exhibition "Readers and Authors" opened on September 13 at Song Art Museum, showcasing nearly 400 artworks by Zhang Xiaogang from 1975 to 2025, exploring the relationship between the era, art history, and personal identity [4]. - L'Oréal China supports the exhibition by making it free for all students and has organized various activities such as art salons, themed tours, and collaborative painting sessions to encourage public engagement, especially among students [4]. Group 2: Strategic Goals - L'Oréal aims to achieve a dual empowerment of art and public education through this collaboration, helping more individuals explore the concept of beauty [4]. - The initiative aligns with L'Oréal's global philosophy of "Essentiality of Beauty," which is interpreted in China as "The Way of Beauty," merging the concept of beauty with Eastern philosophical thoughts [5]. Group 3: Collaboration Insights - The partnership between L'Oréal, Song Art Museum, and Zhang Xiaogang is seen as an excellent practice of leveraging each party's strengths to promote art and beauty in everyday life [4]. - L'Oréal emphasizes that beauty should be accessible to everyone, not just professionals or artists, and aims to integrate beauty into daily life experiences [4].

Core Insights - L'Oréal China collaborates with contemporary artist Zhang Xiaogang to launch the immersive "Beauty Path" project, coinciding with his major retrospective exhibition "Readers and Authors" [1] - The exhibition features nearly 400 artworks spanning from 1975 to 2025, exploring the relationship between era, art history, and personal identity [1][3] - The "Beauty Path" project aims to encourage public engagement, particularly among students, by offering free access to the exhibition and various interactive activities [1][5] Event Highlights - The event commenced with a morning yoga session, setting a relaxed tone for the immersive experience [3] - L'Oréal invited various cross-disciplinary guests to lead thematic tours, connecting art with daily life and exploring aesthetic possibilities [3] - A collective painting session allowed over a hundred young participants to express their interpretation of "beauty," reinforcing the idea that everyone can be a creator [5] Salon and Discussions - The "Beauty Path Salon" featured prominent figures from the art world discussing the themes of "beauty inspiration," "beauty elevation," and "beauty coexistence" [7] - The dialogue emphasized the universal pursuit of beauty, which transcends the realm of artists and is shaped by individual perspectives [7][8] - The event concluded with a piano performance by renowned pianist Luo Wei, adding a romantic touch to the 12-hour immersive journey [7] Previous Initiatives - The "Beauty Path" experience is part of L'Oréal's broader cultural initiatives, including a collaboration with the National Museum of China, showcasing 32 national treasures through innovative exhibition formats [8]