The impact of cultural industry on China’s cosmetics industry and cultural communication

As an important factor in the economic development of a country, the cultural industry is conducive to the diversification of the country’s economic development based on the dissemination and transmission of culture (Lawrence and Phillips, 2002). As a concept that is constantly being revised, cultural industry refers to all economic activities related to cultural creativity and the promotion of culture to the market through the medium of mass communication (Hesmondhalgh, 2008). According to Lawrence and Phillips (2002), cultural industries cover the combination of creative contents and commercial activities, and reflect the relevant forms of creativity through goods and services. Therefore, it can be considered that the cultural industry is to a certain extent conducive to the economic development of the country through the dissemination and inheritance of culture.

Impact on the marketing of cosmetics brands in China

As a country with rich cultural heritage and long history, China has been committed to building creative cultural industries based on the inheritance and dissemination of traditional Chinese culture (Mihailovic, Vescovi and Pontiggia, 2017). Taking the Chinese cosmetics market as an example, Chinese domestic cosmetic brands have attracted consumers in recent years based on the heritage and dissemination of traditional culture. In the design of the product packaging and brand story, Florasis achieves a localised Chinese makeup positioning by incorporating traditional Chinese culture as well as ethnic minority motifs. Rooted in traditional Chinese culture is a favourable marketing tool for cosmetic brands in achieving all-round product marketing (Chau and Kudevičiūtė, 2017). Florasis’ product technology, packaging design and brand logo all adopt the garden design of China’s Jiangnan region and the cultural elements of ethnic minorities to achieve the fusion of traditional Chinese craftsmanship and make-up branding. Cosmetic brands for the use of cultural elements to further promote the cosmetics market through original design and traditional cultural heritage to achieve the diversified development of China’s cultural industry.

Influence on the inheritance of Chinese traditional culture

As a comprehensive industry, the cultural industry carries the country’s expectations for cultural inheritance and dissemination (Throsby,2004). Based on the inheritance of traditional culture, Chinese cosmetic brands are adding more Chinese elements to their product packaging design and brand story (Chau and Kudevičiūtė, 2017). As China’s domestic cosmetic brands flourish, more and more localised brands are incorporating traditional Chinese cultural elements into the original design of their packaging to attract consumers. On the one hand, the booming development of the cultural industry has prompted Chinese cosmetic brands to attract more young consumers to pay attention to traditional Chinese culture based on the consideration and use of traditional cultural elements. On the other hand, cultural dissemination is a long-term and complex process, which prompts the country to develop the cultural industry in the process of the need to achieve cultural dissemination and inheritance through a more diversified industry. Take Florasis as an example, as a leading brand in China’s current cosmetic market, Florasis is able to reflect Chinese people’s recognition of and love for traditional Chinese culture based on its bearing of traditional Chinese culture, and in particular to further target young Chinese consumers to realise the pursuit of beauty in traditional Chinese culture.

References

Chau, K. H., and Kudevičiūtė, N. (2017). Beauty made in China: Country of origin effect on consumers’ attitudes towards Chinese cosmetics.

Hesmondhalgh, D. (2008). Cultural and creative industries. The SAGE handbook of cultural analysis, pp.552-569.

Lawrence, T. B., and Phillips, N. (2002). Understanding cultural industries. Journal of management inquiry11(4), pp.430-441.

Mihailovic, T., Vescovi, T., and Pontiggia, A. (2017). The beauty Ideal in Chinese luxury cosmetics: adaptation strategies of western companies. Department of Management, Università Ca’Foscari Venezia Working Paper, (2017/07).

Throsby, D. (2004). Assessing the impacts of a cultural industry. The Journal of Arts Management, Law, and Society34(3), pp.188-204.

1 thought on “The impact of cultural industry on China’s cosmetics industry and cultural communication

  1. Interesting research, the formation of the cosmetics culture industry is considered a sign of the development of the fashion industry. You creatively approach the topic from a national perspective and propose the development of Chinese-made cosmetics, which is a unique angle. Your article has good emotional resonance, but perhaps you could consider making it more engaging.

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