L'Oréal China and the National Museum of China announced a collaborative project at the Essentiality of Beauty cultural salon held at the Centre d'Art Rodin in Shanghai last Saturday. [Photo provided to chinadaily.com.cn]
L'Oréal China and the National Museum of China announced a collaborative project at the Essentiality of Beauty cultural salon held at the Centre d'Art Rodin in Shanghai last Saturday.
According to Lan Zhenzhen, president of public affairs for L'Oréal North Asia and China, the two parties will jointly launch the Essentiality of Beauty cultural cooperation project, showcasing the development and inheritance of Chinese aesthetics and beauty.
The salon was also held at the French Pavilion of the 2010 Shanghai World Expo to mark the 60th anniversary of diplomatic relations between China and France with a grand finale.
L'Oréal China and the National Museum of China announced a collaborative project at the Essentiality of Beauty cultural salon held at the Centre d'Art Rodin in Shanghai last Saturday. [Photo provided to chinadaily.com.cn]
Franck Serrano, the Cultural Consul of the French Consulate General in Shanghai, expressed that, "collaborating with the Louvre, L'Oréal has launched a three-year cultural project called 'Of All Beauties,' inviting audiences to explore the Louvre's collections from a fresh perspective. This collaboration model has now extended to China, with the strong support of the National Museum of China, showcasing the development and inheritance of Chinese aesthetics and the evolution of beauty throughout history. This partnership not only symbolizes the deep-rooted cultural cooperation between China and France but also highlights the richness and diversity in promoting French culture in China.''
Last year, in celebration of its 115th anniversary, the L'Oréal Groupe unveiled its global initiative, "Essentiality of Beauty," and entered into a three-year partnership with the Louvre to explore "Of All Beauties."
L'Oréal China and the National Museum of China announced a collaborative project at the Essentiality of Beauty cultural salon held at the Centre d'Art Rodin in Shanghai last Saturday. [Photo provided to chinadaily.com.cn]
"Of All Beauties" is an unprecedented guided tour project at the Louvre Museum, selecting 108 pieces from the collection spanning all galleries, allowing visitors to appreciate art and history over more than ten thousand years through exclusive exhibition labels.
In line with the global strategy, L'Oréal China has partnered with the National Museum of China to embark on a brand-new cultural collaboration.
Lan explained that "Essentiality of Beauty" has three pillars, including "Thought" that invite guests from various industries to broaden our perspectives and ideas, the "Route" that inspires exploration, and "Showcase" for everyone to showcase their talents.
"Since our first day entering the Chinese market, we have actively participated in cultural exchange activities, such as the Zao Wou-ki exhibition. Ultimately, cultural exchange takes on various forms, with art being one of them," Lan said.
