青砖灰瓦、木质红窗，夕阳下的北京古朴和谐；车水马龙、喧嚣霓虹，全球各地的面孔在这里交汇，热 闹非凡。故宫与远处国贸的写字楼共享同一片天际，玩滑板的青年向提着鸟笼的大爷点头问好，这并非 割裂，而是北京独有的美学。北京的文化之美，在于这座城市从不简单地"保护"文化，而是积极地"创 造"文化，时光流淌，从未停止书写。 京城秋韵正当时。图/ IC photo 这些看似轻盈的"美"正以不容忽视的力量，向经济血脉中注入新活力。与此同时，一个更深刻的变化正 在悄然发生：消费者不再仅为美妆产品的功效或品牌买单，更加寻求产品背后的文化认同与情感共鸣。 这一消费心态的转变，恰好为欧莱雅集团"美之道"理念的落地，提供了一面明镜——国际化妆品集团在 中国市场的深耕，可以从供应链本土化、人才本土化，迈向文化叙事与品牌理念的本土化。 北京美丽经济的脉动，千年文化传递美的理念 在电商平台详细了解美妆产品的成分与功效，到线下专柜先试用，再和销售人员聊聊产品背后的故事和 使用手法，最后拿着心仪的"战利品"看展、吃饭，北京女孩邵佳把自己的时间安排得满满当当，"休闲 不再只是单纯逛街，我愿意为好的体验和服务买单。" 在北京，这座从未停止书写文化之 ...

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]