宋锦，中国古代三大名锦之一，以其独特的织造技艺和精美纹样被誉为"锦绣之冠"。七夕到来之 际，美妆品牌花西子推出好气色系列宋锦高定新品，携手苏州丝绸博物馆及非遗宋锦代表性传承人王 晨，历时18个月，攻克纹样精准转译与宋锦包覆标准化量产两大难题，首次将宋锦创新应用于美妆产 品，让千年非遗可触可感。 苏州丝绸博物馆作为国内唯一的宋锦织造技艺非遗国家级保护单位，长期致力于宋锦的活化传承与 当代转化。此次与花西子合作，正是推动非遗"从馆藏走向生活"的一次传承探索。 苏州丝绸博物馆前副馆长、非遗宋锦代表性传承人王晨表示："博物馆保护是基础，而产业赋能才 是非遗存续的生命力。" 她介绍，花西子是她深度合作的首个美妆品牌，其传承和发扬东方之美的理念 与自己四十年来专研宋锦的初心高度契合，"我们有一个共同的目标，就是让更多人了解非遗宋锦，构 建大众认知，进而参与到非遗的传承与创新中来。" 编辑：侯隽 据悉，此次好气色系列宋锦高定新品共推出"好气色防晒粉饼""好气色蜜粉饼""好气色气垫"三款产 品，该宋锦高定产品于8月2日全国上新，并将于10月面向海外市场售卖。 "在数字化浪潮与技术革命的双重驱动下，非物质文化遗产的保护范式正经 ...

Core Viewpoint - The collaboration between Huaxizi and Suzhou Silk Museum marks an innovative application of the ancient craft of Songjin in the beauty industry, aiming to make intangible cultural heritage accessible and relevant to modern consumers [1][2][4]. Group 1: Product Launch - Huaxizi has launched a new series of high-end beauty products inspired by Songjin, including "Good Color Sunscreen Powder," "Good Color Loose Powder," and "Good Color Cushion," featuring traditional patterns and modern aesthetics [1]. - The products were officially released on August 2 and will be available in overseas markets starting in October [1]. Group 2: Cultural Heritage and Innovation - The partnership aims to transition the preservation of intangible cultural heritage from mere documentation to productive innovation, integrating it into contemporary lifestyles [2]. - The collaboration is seen as a significant step in promoting the application of Songjin from museum collections to everyday life [4]. Group 3: Technical Challenges and Solutions - The project faced challenges in accurately translating design patterns into the weaving language of Songjin, requiring precise control over the placement of patterns on small surfaces [7][8]. - Huaxizi's CMF laboratory developed a unique "True Jin Coating Process" to ensure that pattern deviations are kept within 2mm, allowing for standardized mass production of Songjin on cosmetic products [8]. Group 4: Cultural and Educational Initiatives - Huaxizi has initiated the "Fire Passing Plan" to help young people engage with and learn about cultural heritage, promoting the transmission of ethnic culture in schools [10][11]. - The program has successfully supported over 50 intangible cultural heritage techniques in schools, benefiting more than 100,000 teachers and students since its launch in 2021 [10].

Core Viewpoint - The article highlights the innovative application of Song Jin, a traditional Chinese brocade, in the beauty industry by the Chinese beauty brand Huaxizi, marking a significant step in integrating intangible cultural heritage with modern consumer products [1][3]. Group 1: Product Launch and Features - Huaxizi launched the "Good Complexion" series featuring three products: "Good Complexion Sunscreen Powder," "Good Complexion Loose Powder," and "Good Complexion Cushion," inspired by traditional Chinese patterns [1]. - The design incorporates elements like butterflies and lotus flowers, showcasing intricate patterns that blend Eastern elegance with modern fashion [1][6]. - The products will be available nationwide starting August 2 and will be sold overseas in October [1]. Group 2: Cultural Heritage and Innovation - The collaboration with Suzhou Silk Museum and representative inheritor Wang Chen aims to transform the preservation of intangible cultural heritage from mere documentation to productive innovation [1][3]. - Wang Chen emphasizes the importance of industrial empowerment for the sustainability of intangible cultural heritage, aligning with Huaxizi's mission to promote Eastern beauty [6]. Group 3: Technical Challenges and Solutions - The application of Song Jin in cosmetics faced challenges such as precise control of pattern alignment and color representation, requiring extensive testing and innovative techniques [7]. - Huaxizi developed a unique "True Brocade Coating Technology" to ensure the accurate placement of patterns within a 2mm tolerance, enabling standardized mass production [7]. Group 4: Cultural Promotion and Youth Engagement - Huaxizi has initiated the "Fire of Inheritance Plan," a public welfare project aimed at helping youth engage with and learn about intangible cultural heritage, impacting over 100,000 students since its launch in 2021 [8][9]. - The program has evolved from appreciation to practical skills transmission, fostering a sense of cultural identity among young people [9]. Group 5: Brand Representation - The brand has invited global makeup ambassador Wang Junkai to promote the beauty of Song Jin, aiming to attract more young people to participate in cultural heritage transmission [11].

Core Insights - The article emphasizes the evolution of digital marketing in the Chinese cosmetics market, highlighting the shift from impulsive buying to rational experientialism among consumers [1][14] - It discusses the unique digital marketing ecosystem in China, driven by e-commerce platforms and social media, which allows international brands to replicate successful strategies globally [2][14] Trend Analysis Trend 1: Sample Economy - The "sample economy" is emerging as a significant trend in the Chinese beauty market, with e-commerce platforms and beauty stores selling samples as formal products, catering to Gen Z's desire for new experiences [5] - Market research indicates that mini perfume sales in Europe and the U.S. are expected to triple by 2024, with brands launching small sample sets to meet social sharing needs [5] Trend 2: Rise of Male Beauty Market - The male beauty market is expanding beyond basic grooming to include personalized hair care needs, with a notable increase in searches for products like texturizing powder [6] - Brands are innovating around "hair care rituals," offering products that cater to the complete styling process, reflecting a growing interest among male consumers [6] Trend 3: Packaging as Social Content - Beauty packaging is evolving into a content production tool, with visually appealing designs driving user engagement and sharing on social media [7][8] - Brands like Drunk Elephant and HuazhiXiao are leveraging unique packaging to enhance brand recognition and emotional connection with consumers [7][8] Trend 4: Integrated Digital Marketing Strategies - Douyin (TikTok) is becoming a key platform for brands to drive sales through scripted short dramas and live streaming, creating a closed-loop marketing strategy [10][11] - Xiaohongshu (Little Red Book) focuses on in-depth product education and community engagement, facilitating a transition from impulse to informed purchasing [12] - Tmall is transitioning from a mere e-commerce platform to a long-term growth engine for brands, emphasizing product education and consumer engagement [13] Future Directions - The cosmetics industry is expected to focus on four key trends: opportunities in the male beauty segment, cross-platform marketing strategies, scenario-based content targeting specific demographics, and authentic storytelling to deepen emotional connections with consumers [14][15][16][17]

Core Viewpoint - The beauty industry is experiencing a cyclical trend, shifting from "all-in-one" products to specialized efficacy and back to multi-functional products, indicating a potential evolution in consumer behavior towards more rational and simplified choices [1][3][28]. Group 1: Trends in Skincare - The skincare market is witnessing a significant trend towards "multi-functional" products, particularly in serums and sunscreens, with brands increasingly promoting the concept of "one bottle for multiple effects" [3][10]. - Serums are evolving from targeting single skin issues to offering combined benefits such as anti-aging, whitening, and repair, with products like Proya's dual anti-aging serum exemplifying this trend [4][6]. - The traditional boundaries between sensitive skin care and advanced efficacy are being blurred, with brands launching multi-functional products specifically designed for sensitive skin, such as Winona's silver core cream [8][16]. Group 2: Innovations in Sunscreen - Sunscreen products are transitioning from basic UV protection to "skincare-grade" experiences, incorporating multiple skincare benefits while maintaining high SPF [10][12]. - The combination of "sunscreen + whitening" is a prominent trend, with brands like Mentholatum and Lancaster launching products that emphasize dual certification for efficacy [12][14]. Group 3: Developments in Makeup - The makeup sector is embracing the "N-in-one" concept, focusing on simplifying application processes and meeting diverse consumer needs through innovative product forms and functional integration [17][27]. - Brands are launching multi-use products that combine various makeup functions, such as the "气色多用膏" from 彩棠, which serves as a blush, eyeshadow, and lip color [19][23]. - The trend of integrating skincare benefits into makeup products is evident, with Perfect Diary's bionic film foundation offering moisturizing and anti-aging properties alongside coverage [25][27]. Group 4: Consumer Behavior and Market Dynamics - Consumers are increasingly knowledgeable about skincare science, leading to a demand for products that address multiple concerns efficiently, reflecting a shift towards rational consumption [14][28]. - The competitive landscape in skincare and sunscreen is characterized by high levels of homogeneity, prompting brands to differentiate through multi-functional claims and innovative formulations [15][29]. - The beauty market in China is evolving towards a more mature stage, with consumers seeking precise solutions and simplified routines, aligning with global trends of rational consumption [29][30].