L'Oreal's "Twenty-Four Solar Terms" event was a hot topic this week . First sort out the incident for you. ~
0. L'Oreal Group and South Korea well-known luxury hotel chain — Hotel Shilla and private equity fund company Anchor Equity Partners. In January this year, a new joint venture enterprise, Loshian. This joint venture company recently launched high-end luxury product skin care line —Shihyo. In the manuscript to promote the luxury brand , TA, this is how they describe the brand's —. "Shihyo is a brand new high-luxury skin care beauty brand born inspired by the twenty-four solar terms in Asia" , , and also emphasized that "herbal raw materials are directly purchased from local farmers in South Korea and air transported to the R&D center." . This statement caused public anger
! Under the official Weibo of L'Oreal , many netizens criticized L'Oreal without common sense, and hoped that L'Oreal would seriously respect Chinese traditional culture.
Some netizens also said , "The twenty-four solar terms and herbs all originated in China and have nothing to do with South Korea." "Don't L'Oreal want the Chinese market?"
Some netizens also found that in the publicity, the cultural belongings of herbs and Chinese herbal medicines were also blurred, saying that "Chinese herbs and Chinese medicine culture are also part of Chinese traditional culture. The article mentioned Korean herbs in , which obviously also blurs the concept and deceives themselves."
as we all know , Twenty-four solar terms is an ancient Chinese html l1 The product of agricultural civilization , , not only plays an extremely important role in in guiding farming production , also contains . literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally literally liter In addition to , , , in 2016, , twenty-four solar terms have been successfully applied for World Heritage , , so , , , to be precise, twenty-four solar terms are "Chinese culture" . at the same time , , at the early winter Olympics, , China's "twenty-four solar terms" even even stunningly entered the Winter Olympics stadium , , let people of the world feel the charm of Chinese culture . In this case, , refers to the twenty-four solar terms of as the of Asia, is obviously vague about the cultural concept .
As public opinion gradually fermented , htmlOn November 25, L'Oreal China issued an announcement, making a statement and apologizing for the inappropriate wording in the press release. L'Oreal said, "The press release issued by the new brand of the Korean joint venture does not accurately describe the origin of the twenty-four solar terms in China, and we apologize for this. We always believe that the twenty-four solar terms are precious cultural heritage originated from China and are China. An important part of the traditional Chinese culture, and it also has an important impact on other Asian cultures. "
However, for L'Oreal's apology , Some netizens said they were not sincere at all , , , because the brand did not apologize to the foreign network . "" Weibo exclusive apology to play house ?"
In recent years, , , with the Chinese style in , the global , Chinese elements are becoming more and more popular among consumers and brands , products that use Chinese elements are also becoming more and more popular in people's vision . but . is a pity that many brands use the original banner , openly and plagiarize Chinese traditional culture . uses when they use Chinese elements, , , but even clears the fact that the source of these elements comes from China .
Like this, the incident of Dior Mama skirt , can be seen with the naked eye new long skirt shape is very similar to traditional Chinese clothing " horse-face skirt " , , but Dior does not mention the new long skirt at all The relationship between horse-faced skirts , means that the long skirt " uses the iconic Dior silhouette " , , , , , , , leads to mock among domestic and foreign netizens.
Respect local folk customs and traditional culture and consumers is the basic task of any company or brand to obtain the market. Whether it is Dior or L'Oreal , , , Chinese market has the status of in their business territory. In the case of , , , deliberately blurred, stolen, and arbitrarily criticized undoubtedly "displayed" on the lightning point of Chinese consumers.
Perhaps it is not a warning enough for the past to ? may be the confidence of big brands to make them unscrupulous ? But no matter what it is , is in the current situation where cultural confidence is stronger, is in . This consumer subject has a stronger recognition of Chinese culture sense and sense of belonging , and . Welcome to learn from Chinese culture to enrich the public life starting point , , but verbal and deed 新年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年年
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