□ Morning News reporter Qian Xin
Extract the elegant charm of oriental calligraphy "thin gold body", supplemented by the glyph sense of the natural scenery "Lanzhu Quiet". The combination of the two as an inspiration prototype, through modern oriental design techniques, to shape the elegant bone shape of the "Lin Qingxuan" font and the tall and elegant character temperament, interpreting the oriental humanistic elegance in the Lin Qingxuan brand. Yesterday, at Lin Qingxuan's "20 years, younger" brand strategy upgrade conference, Lin Qingxuan's new logo was released, and the founder Mr. Sun Laichun also released a personal speech for the first time.
After the brand upgrade, Lin Qingxuan will further break the boundary between mountains and cities, and convey the life realm of oriental aesthetics. The new Lin Qingxuan products provide practical products with humanistic brilliance to slow down the pace of contemporary women's lives - experience the mountains in the city, taste fashion in the mountains, build a "boundary" space, gather the power of nature, and rejuvenate women's self-confidence. At the same time, it is also to let more young consumers know Lin Qingxuan, Lin Qingxuan is becoming a brand that can be more integrated with young consumers, more unique and new, and can represent the surreal aesthetics of the East.
Caption: Lin Qingxuan Camellia Repair Essence Oil plans to launch a new image
China can also have its own high-end skin care products
For a long time, China's high-end skin care market has been almost monopolized by international brands, and it is extremely difficult for domestic brands to break through. As a young entrepreneur, Sun Laichun is no longer willing to bow to the market, and he persistently asks the market and the times: Why can't China have its own high-end skin care brand? With the original intention of bringing "natural, safe and effective" product research and development to the Chinese people, and with the imagination and pursuit of beauty, Sun Laichun opened the 20-year journey of Lin Qingxuan brand.
In the process of continuous renewal, it is also the process of painfully carving the brand, Lin Qingxuan founder Sun Laichun said: "Instead of passively breaking from the outside, I choose to let the egg actively break from the inside." "The competition in the cosmetics field is fierce, and under the crisis of international big brands entering the market and trying to squeeze, how can domestic brands break the game?" In an innovative category, focus on Chinese characteristic plants and Chinese culture, give full play to the advantages of authentic ingredients, and then take root in different cultures and soils in the way of natural growth and spread of the category", this is the answer given by founder Sun Laichun. In 2012, Sun Laichun accidentally discovered the extraordinary energy of the treasure plant of Chinese red camellia, and since then the first generation of camellia oil has been born, establishing Lin Qingxuan's position as the pioneer of camellia essence oil category. In the past 20 years, Lin Qingxuan has continued to increase investment in scientific research, focusing on the anti-aging track, strictly selecting the good ingredients of local Chinese characteristics - alpine red camellia above 800 meters above sea level, and working hand in hand with top scientific research experts at home and abroad, empowering oriental herbs with cutting-edge science and technology, and telling new stories of Chinese red camellia with science and technology. In the past 20 years, Lin Qingxuan has explored the relationship between man and nature all the way, always adhering to the natural and gentle way of oriental skin care. Facing "death" many times, but choosing to continue to "toss", each crisis has brought about a leap in the brand itself.
In 2023, on the occasion of the 20th anniversary of the establishment of Lin Qingxuan brand, Lin Qingxuan's potential energy accumulation from the inside out has matured, from vision to brand to promote the transformation of potential energy, opening up the road of brand advancement from individual to group, from vertical to circle-breaking, and renewed.
Caption: Mr. Sun Laichun, founder of Lin Qingxuan
Highlight oriental elegance and aesthetic renewal
The origin of Lin Qingxuan is itself a feast of oriental imagination. "Looking for the scenery into the forest, looking for Linqing Stream, suddenly seeing Xuanxie." The land of the forest, full of vitality, away from the hustle and bustle, into the green forest, distant mountains, near the lake, the clear stream in front of you, and then go forward, you will encounter a pavilion, revealing beauty and tranquility, like being in a fairyland.
At the scene of the brand upgrade conference, the new logo of Lin Qingxuan brand was released for the first time, bidding farewell to the previous feminine classic, and the new logo extracted the elegant charm of oriental calligraphy "thin gold body", supplemented by the glyph sense of the natural scenery "Lanzhu Quiet". The combination of the two as an inspiration prototype, through modern oriental design techniques, to shape the elegant bone shape of the "Lin Qingxuan" font and the tall and elegant character temperament, interpreting the oriental humanistic elegance in the Lin Qingxuan brand.
Illustration: Lin Qingxuan's logo evolution
The new brand visual system inherits and deepens the oriental visual expression of the past, integrates the abstract sketch of oriental aesthetics with the documentary style of contemporary aesthetics, and forms the oriental elegant hyper-realistic aesthetics belonging to Lin Qingxuan's high-end skin care brand under the full and strong visual conflict.
At the same time, it extracts the brand's core super symbol - red camellia, creates the oriental posture of camellia, presents the Chinese life aesthetics of flower arrangement based on the composition principles of traditional oriental painting, and combines the hyperrealistic aesthetics brought by contemporary botany documentary techniques to reshape "red camellia belonging to modern oriental aesthetics".
The new product bottle will also follow the shape of oriental elegant objects, combined with the elegant curves of camellia petals and the abstract sketch of oriental ware aesthetics, depicting the glorious energy of natural heaven and earth. Quietly observe its shape, horizontal and vertical, showing elegant contemporary oriental aesthetics; Movement is also powerful, flowing in space with light and shadow, responding to the glorious moments of nature.
Caption: 4 hot-selling products are planned to launch a new image
In the "boundless" space, let women shine
For 20 years, Lin Qingxuan has been committed to bringing beauty to women, conveying oriental Zen and urban luxury life attitude. This is our two-way journey with every woman who pursues light. Forest, Qingxi and Xuanxie are the origin of the brand name of Lin Qingxuan, and it is also the best interpretation of the brand concept of "natural, brilliance and healing". Lin Qingxuan hopes that through precious ingredients of natural origin, through multiple care of body, mind and skin, women can bloom with natural radiance.
After the brand upgrade, Lin Qingxuan will further break the boundary between the mountain and the city in terms of brand image and store experience, founder Sun Laichun said: "Our consumers are keen on the two-way choice of life, and they explore the comfortable boundary between the city and nature with a civilized attitude. There is both a faithful love for urban civilization and an instinctive yearning for natural brilliance. "In order to slow down the pace of contemporary women's lives, we provide practical products with humanistic brilliance - experience the mountains in the city, taste fashion in the mountains, build a "boundary" space, and gather the power of nature to renew the self-confidence of women." Lin Qingxuan's more than 400 offline stores across the country will also become a "natural relaxation fragment" added by the brand to urban life, activating the five-sense experience through shaping and shadow, smell, texture, touch, etc., bringing multiple comforts to each consumer's emotions and skin, and building a sensible lifestyle.
Make the skin of people and the earth more beautiful
To promote brand building, we must have the beauty of each other, but also the beauty of the same. The beauty of "society" and "environment" comes from Lin Qingxuan's concrete expression of mission upgrade. Lin Qingxuan's aestheticism is not only superficial "beauty", but also includes the beauty of human skin, surface skin, and the harmonious symbiosis of the social environment.
In the 20th anniversary of Lin Qingxuan's birth, he has always practiced the brand mission of founder Sun Laichun to "make the skin of human beings and the earth more beautiful". At the end of 2021, Lin Qingxuan Carbon Neutral Green Cosmetics Scientific Research and Intelligent Manufacturing Base laid the foundation stone in the G60 Science and Technology Innovation Corridor in the Yangtze River Delta, and was praised as "the first batch of carbon neutral factories in the domestic cosmetics industry" and "the first carbon neutral factory of cosmetics in Shanghai" by mainstream media such as People's Daily and Xinhua News Agency. Located in Xinqiao Town, Songjiang, Shanghai, the base covers an area of nearly 30 acres, with an estimated investment of 300 million yuan, and will be put into operation in mid-2024.
Mr. Xu Xiaodong, Chairman of the China Cosmetics Industry-University-Research Collaborative Innovation Platform and former Inspector of the State Administration for Market Regulation - also attended the press conference on the day, and said, "Sustainable development is a crucial proposition in the development of the cosmetics industry, Lin Qingxuan focuses on Chinese characteristic plants, actively fulfills corporate social responsibility, and is determined to plant 50 million camellia trees for the world, setting a good example for the sustainable development of cosmetics enterprises." ”
Explore sustainable fashion together
While adhering to the brand concept of "natural, radiant and healing", Lin Qingxuan also pays more attention to environmental and social issues. Taking the 20th anniversary brand upgrade conference of Lin Qingxuan as an opportunity, a theme forum around "Making the skin of human beings and the earth more beautiful - exploring together for sustainable fashion" was also launched.
The forum was chaired by Yin Zi, Executive Vice President of Shanghai International Fashion Federation, Ms. Wu Ruiling, Vice President of China Chain Store and Franchise Association, Mr. Cheng Wei, President of Cosmetics Industry Branch of China Anti-Aging Promotion Association, Mr. Zhou Zhuguang, Artistic Director of Immetech HANART, Vice President of Shanghai International Fashion Federation and Representative Inheritor of Chinese Menswear Skills of Shanghai Intangible Cultural Heritage, respectively, to discuss the vision of green environmental protection and sustainable fashion development from many aspects such as sustainable raw materials, sustainable formulas and sustainable packaging. At the same time, it also affirmed Lin Qingxuan's efforts in the field of beauty and skin care for sustainable fashion beauty.
Caption: Guest speaker, Mr. Xu Xiaodong and guests of the roundtable forum