Compared with the majesty and heroism of the Tang Dynasty, the elegance and elegance of the Song Dynasty often point out the essence of oriental aesthetics. Chen Yinke once said: "The culture of the Chinese nation, which has evolved over thousands of years, was created in the world of Zhao and Song Dynasties. "If you want to appreciate the oriental aesthetics, Song Feng Yayun is a link that cannot be bypassed.
In Chen Yinke's view, after the Zhao and Song dynasties created the pole, Chinese culture "gradually declined", but the future "will eventually be revived". The revival of national culture is obviously greatly related to the development of politics and economics, and today, after a thousand years of the Song Dynasty, Chinese culture has ushered in a "moment of revival", and we can only see a little bit from the development dimension of commercial culture.
In the current Chinese business world, the rise of domestic brands has long become an indisputable fact, it is worth noting that unlike the early days of domestic products often win with cost performance, today's domestic brands pay more attention to the spiritual level of added value to create, so as to achieve the user's emotional identity, of which the creation of brand cultural attributes has obviously become more important, "national tide" also came into being.
To a large extent, the outbreak of the "national tide" is a manifestation of the needs of society and users for the revival of Chinese culture, and also points out a feasible localization development path for a large number of Chinese brands - local brands want to seize the dividends of China's times, and should continuously draw cultural nutrients for brands in Chinese culture and oriental aesthetics.
The fusion of oriental aesthetics and commercial society naturally first occurred in the field of beauty and fashion, and among them, in the brands that position high-end people, perhaps we can truly see the vitality of the "national tide" and the premium of brand culture. In recent years, Mao Geping Beauty has dug deep into the genes of traditional Chinese culture and tried to create a high-quality and artistic Chinese high-end beauty brand.
On October 18th, Mao Geping's "Qi Yun Oriental, Song Feng YaYun" press conference was unveiled at the Zhejiang Art Museum, and the new products released this season are inspired by the Song Dynasty collections of the Forbidden City, expressing the beauty of its impression with the concept of oriental aesthetics, delicately portraying the Song style and elegant rhyme, and conveying the fashion expression of oriental aesthetics to the world.
<h2>01. The light and shadow of domestic beauty</h2>
Since 1984, Mao Geping has been well known to the public through a series of film and television dramas and stage drama makeup and styling works, and now Mao Geping has become an iconic figure of contemporary Chinese makeup artists.
In Mao Geping's view, beauty fashion is an art about "light and shadow", giving users the experience of "beauty and dreams", which is the essence of the fashion industry, the product function itself is only half of the beauty and fashion industry, and the other half lies in the resonance of spiritual aesthetics.
Everyone has the heart to love beauty, and under the current wave of consumption upgrading, the domestic beauty industry has also ushered in the era of rapid development. According to the data of "Tmall Domestic Beauty Attack Road - 2021 Beauty Industry Trend Insight Report", the overall growth rate of the beauty industry in 2020 is as high as 23%.
From the perspective of the development of the domestic beauty market, the first thing that appears is the so-called "big brand flat replacement", most of these brands with the help of the platform traffic dividend and the domestic mature supply chain advantages swept the market, but from the perspective of long-term commercial development, the "big brand flat replacement" brand often closely follows the international big brand, seizes the low premium extrusion user group, it is difficult to form a unique brand competitive advantage, in the traffic cost rise and the demographic dividend disappears, whether it can be sustained and steady development for a long time or will become a problem.
Obviously, not only the beauty and fashion industry, any local Chinese brand that wants to develop in the long run must tap its own differentiated characteristics. According to the Mintel consulting report, domestic beauty has now bid farewell to the era of traffic as king, and gradually moved to the era of product king and brand king. There are indeed Chinese beauty brands with characteristics in the market, such as local brands that have seized the minority culture to dig deeper, and have obtained good market response and user reputation.
However, for emerging domestic beauty brands, brand high-end has always been the biggest difficulty, on the one hand, high-end brands usually need a long period of brand culture precipitation and value recognition, and emerging brands are difficult to accumulate brand potential in a short period of time; on the other hand, emerging brands often lack relevant achievements to obtain industry recognition and endorsement, and Mao Geping beauty that has been in the industry for twenty years just makes up for the vacancy of high-quality, artistic domestic beauty brands.
In fact, since the establishment of Mao Geping Beauty in 2000, it has always been committed to shaping a Chinese high-end beauty brand that carries oriental aesthetics, and through the deep integration of traditional culture and modern aesthetics, Mao Geping beauty hopes to make the communication carrier of oriental beauty more powerful and lifelike.
<h2>02. The Bones and Souls of Oriental Aesthetics</h2>
It is difficult to draw a dragon and a tiger, and in Mao Geping's view, the creation of the brand is actually no different from the essence of beauty.
In makeup, Mao Geping pays attention to the distinction, combination and targeted modification of "skin phase" and "bone phase", and finally expresses the self-characteristics of makeup artists, and brand building is also the same, it is not difficult for brands to look cultured "skin phase", but it is not difficult to truly convey the inherent charm and temperament of oriental culture.
"Qiyun Oriental" IP is an important attempt by Mao Geping beauty to try to grasp the "bone phase" of oriental aesthetics, hoping to inject Chinese culture and art into the field of beauty, use modern beauty to make traditional cultural art more popular, and collide with each other to produce makeup products with unique oriental temperament.
Since its debut in January 2019, the "Qiyun Oriental" series has launched three seasons of products. The first season of the "Qiyun Oriental" series uses the most representative forbidden red wall of the Forbidden City as inspiration, which quickly opens up market awareness; the second season uses the black paint depiction elements of cultural relics to form a quality cognition; the third season uses the Guangxu Wedding Picture and the Forbidden Purple Ceremony as inspiration to further strengthen the sense of quality and high-end positioning.
As mentioned at the beginning of the article, Song Yun is a major essence of Chinese culture, which is the consensus of Chen Yinke, Qian Zhongshu and other Chinese cultural people, And the fourth season of Mao Geping's beauty "Qi Yun Oriental" naturally takes "Song Feng Ya Yun" as the theme, and also tries to convey to contemporary women the aesthetics of Song Yun's handling of things that "return to Zhen I, calm and calm".
In this season's new products, the hanmo fu bamboo double-color high disc that blends the grandeur of "Cursive Thousand Characters" with the elegance of "White Head Cluster Bamboo Figure" makes the literati's wind and bone seem to have a concrete shape; the dark incense and shadow condensation powder depicted in detail in the "Plum Blossom Embroidery Eye Map", the flexible embroidery eyes and the beautiful plum blossoms are contrasted; the crane dance and the lotus powder cake are integrated with the crane elements in the "Peach Crane Diagram" and the classical architectural elements of the "Qingming Upper River Map", and the crane with its wings jumps out in front of the eyes The Dianlian Xi candy lip powder plate and the Luguang Ink Charm Royal Face Brush combine the beauty of utensils and the beauty of humanity, and reflect the delicacy and delicacy of the Orientals. In addition, this series also launched the Qiyun Oriental Black Gold Rejuvenation Gift Box, and the carved design of Cloud Ink and Flying Dragon shows the heroic oriental spirit.
Mao Geping Beauty seeks to make the product not only as a beauty tool, but also as a beautiful "work of art" to obtain cultural aesthetic value. Overall, Mao Geping Beauty constantly explores the possibility of the collision of national style and trend, trying to open up a new chapter in the aesthetics of national tide for the future.
<h2>03. Ode to the Style of China's National Tide</h2>
At present, the surging "national tide" is an inevitable trend for Chinese commercial and domestic brands to enter the global stage under the background of China's comprehensive national strength.
For a long time, the discourse power of the international fashion stage has been occupied by foreign big brands, and the emergence of Local High-end Brands such as Mao Geping Beauty may break this situation in the future.
From the perspective of brand concept, Mao Geping beauty emphasizes "middle school as the body, Western learning as the use", through the Western product texture, industrialization standard system, combined with the Oriental freehand, Chinese cultural connotations, in order to balance the product and brand expression.
At present, Mao Geping beauty from the product line is mainly divided into makeup and skin care two categories, makeup products are mainly based on technology, ingredients to add cultural aesthetic elements, hoping to meet the female consumers " ultimate beauty" experience, skin care products through the Swiss R & D team and the application of rare raw materials, so as to pursue master quality. Since 2004, Mao Geping Beauty has successively released the trend of makeup and makeup, and Mao Geping's annual makeup theme has now become a major trend vane in China's beauty and fashion industry.
In addition to specific products, Mao Geping beauty stylists who serve at the counter have undergone professional training and layers of assessment, and can provide users with one-on-one expert beauty customization services - tailoring exclusive makeup according to the user's unique "bone phase", temperament, personality and other personality symbols. Therefore, Mao Geping beauty counter is not only a product sales channel, but also an exclusive service entrance for users. As of September 2021, Mao Geping Beauty has more than 310 brand counters in the country, covering the vast majority of regions in China.
It is worth mentioning that in addition to the Mao Geping beauty brand, Mao Geping also owns the "Mao Geping Image Design Art School", which promotes public aesthetics through makeup training and image design training and education. Behind the establishment of the school system is the strong technology, research and development and talent support of the Mao Geping brand, and after the trainees are trained, they can further feed the development of the Mao Geping brand and even the entire Chinese fashion industry. At present, Mao Geping Image Design Art School has established 9 branches, becoming a representative of the industry's sustainable development chain model.
Since 1984 engaged in the makeup industry, Mao Geping himself has witnessed the development of the entire Chinese fashion industry, after experiencing the impact of foreign aesthetic trends such as The Japanese-Korean Wave, European and American styles, ins and winds, etc., China's local culture and beauty fashion may sweep the world in the near future with the development of China's national strength.