COSMOPROF beauty exhibition held in business center of bologna in northern Italy. The exhibition as the world’s no.1 beauty brand, founded in 1967, has been a global beauty the most high-profile event, due to the participating companies, the product style is complete the most authoritative global biggest listed by the guinness book of world cosmetic exposition. This is the look and feel of the author to visit the exhibition.
For “the philosophy as a way of life” and the toast foucault French philosopher Pierre in his book the veil of ISIS addo, by wearing the veil of the goddess ISIS for clues, the moral image traces the European past dynasties famous philosophers of ancient Greek philosopher Heraclitus proverbs “natural love hidden” the explanation. Focus on western thinkers in the book of addo the natural attitude, and put them into two kinds: one kind is Prometheus attitude or experimental exploration, advocate using technology to the nature of the veil, bring out the secrets of her; Another kind is Orpheus attitude or meditation, poetic and aesthetic attitude. In the Italian beauty show, I see and feel of beauty cosmetics company (products, services and experiences) attitude also can be so divided, below please allow me to briefly introduce the look and feel of the exhibition, and then talk first points close to Prometheus attitude and Orpheus in uncovering the goddess of beauty (here borrow with the mission of beauty cosmetics industry) on the practice and effect in the process of the veil.
1, cosmetic depth into the era of globalization
The theme of this exhibition is “A New World for Beauty”, meaning “A brave New World”. Exhibition area of nearly 200000 square meters, the thousands of companies from all over the world dozens of countries, hundreds of thousands of people.
The category of multifarious, everything. Because be exhibitions in Europe, so, of course, the first to occupy the important position of perfume, if in the United States may be make-up in the lead, in Asia is a skin care products accounted for most of the nation, and protect skin to taste is scattered in different area and the booth, less concentrated.
The largest exhibition galleries, booth, historically the most hyped or hair products, many brands are arranged in the field the stylist wonderful hairstyle design demonstration, attracting crowds and praise; The second is the SPA services and products, there are also many booths on-site experience; Impressive is the nail care status greatly improved, nail down the whole structure, make me in a foreign land and remembered the nail salons across China, such as bamboo shoots, imagine will “one hundred yuan money into to round beauty” how big the market will.
In addition, oral beauty products in this category also appeared on the show, the Extraordinary (special), practice of it is to eat the Chinese philosophy and western science to eat method, obviously than the traditional beauty of pearl powder pretend bility to tall on a lot of times. In a word, the exhibition category crowd, site, function, dosage forms, packaging and other breakdown dimension and variable is almost “no doubt, no way”.
For cosmetics packaging and its production technology and equipment, the exhibition has opened a separate pavilion, shows its importance. As “appearance” ascending artifact of cosmetics, its level of appearance, of course, also have higher in the first place. From Shanghai to a person’s face, appearance, image is called “outlook” can be said to be come to the point – the packaging is the “look” cosmetics, so cosmetics manufacturers in this regard is really quite hard, his works often let a person see the heartache. Packaging not only involved in aesthetic and art, however, also involves a lot of process knowledge, technology, materials science, more professional, more advanced, not general exhibitors have interest, can understand it, but is a good opportunity for professionals.
One obvious trend this year is to further increase the influence of natural cosmetics, so Green (Green) pavilion area is very big, many booths, natural appeal everywhere, in addition to the olive oil and shea butter oil, the raw material is popular this year is Argan oil (Argan). In addition, if will not, and ancient as “new”, western cosmetics, Cuba tide restoring ancient ways, one of the brands in the Netherlands to “ancient recipe for today ‘s beauty needs (ancient nostrum, samsonite)” as brand positioning and value proposition.
Show another installation method is to set up the national pavilion (like) the expo, it reflected the degree of the developed countries also represents the prosperity of Chinese cosmetic industry, so the franco-german Anglo-American occupy the important position, of course, but because it is in southern Europe in exhibitions, so Italy and Spain exhibition is very spectacular. Australia, Israel, Greece, Bulgaria, and India and other countries mainly by its unique resources, such as: sheep oil, Dead Sea mud, jewelry, olive oil, ayurvedic medicine, etc., in the cosmetics to outshine each other in the garden.
And south Korean brands is one step ahead in terms of ODM, OEM, began to reveal its influence in the world, Taiwan also has a separate half pavilion, but level is not high, mostly OEM and raw materials suppliers. Although some people say that the exhibition organizers attaches great importance to Asia especially China enterprise participation, actively build the atmosphere of the centralized purchasing, organizers will Hong Kong and mainland China exhibitors on 35 c pavilion, named “China Hong Kong pavilion”, but to be honest, the pavilion nearly disastrous, not only the area is small (only 1%) of the whole exhibition area, content low and messy, the pavilion sentiment is not enough, not brush out any sense and a sense of pride, but for the Chinese people have ambition, can seems to bring forth a feeling of their careers, suddenly want to “struggle for the rise of the Chinese beauty”.
2, let beauty with wings of science
Understand Greek culture people know that the son of Prometheus is a giant, stole fire from Zeus to improve human life, has brought human technology and civilization. Prometheus spirit represents a kind of adventure and exploration spirit, represents the scientific curiosity. Although I’m not a scientist is not engineer, but in this Italian beauty show is really feeling the spirit reflected in the cosmetics industry and Prometheus, met a lot of science and technology leading, efficiency outstanding new products, especially in the field of medicine makeup and professional line of products.
As is known to all, cosmetics raw materials (ingredients), formulation, technology, formulations, packaging, impressions, sense, function and effect, affinity, reliability and security of breakthrough depends on the progress of the development of science and technology, especially the chemical science and technology, biotechnology and information technology. Cosmetics companies in the developed countries are attaches great importance to the spirit of Prometheus, comparison pay attention to the research in full (especially in basic research) based on product development, can not only develop the leading products in the world (” from 0 to 1 “), and more staying power, to continuously develop new products, rather than simply imitate the copying, also is not a flash in the pan, the meteor flash. I saw on the exhibition of a company, its corporate slogan is “Italian research and beauty” (Italian research and beautiful), very focused.
Many western companies, including cosmetics enterprises in technological research and scientific exploration is not false, do not shake, do not slack Prometheus spirit deserve earnest study of Chinese companies, while Chinese companies are also often think of “(science – science) is the very” talk about, but to be honest, most Chinese companies didn’t put much resource to do be able to generate independent intellectual property rights, help to improve product strength and competitiveness from 0 to 1 original research and development work, did not establish and improve the subversive innovation can promote great development of prosperity of research and development of scientific and effective management flow, because its leaders on the ideas and values is not really attaches great importance to the research and development, the lack of real inner spirit of Prometheus, internal lack of Prometheus ability and spirit of scientists and engineers.
Recently saw the newspaper asked: “is it true that the scientific spirit in China set up home? Scientific spirit really with Chinese culture, with our hearts together?” Seen after the Italian beauty exhibition, I think in Chinese enterprises and China’s emphasis on innovation and economic development, in the face of consumer upgrades, the thesis appears especially important, hope to have long-term aim of China cosmetics enterprise value, study and solve these problems, not only in the world won’t be able to participate in the war “beautiful”, even if in China may also be losing on the battlefield.
3, let beauty with wings of art
According to the ancient Greek myths and legends, Orpheus was the famous poet and singer, in ancient Greece, o its father is the king of gross, the mother is responsible of the literary Muse goddess kali and Russia, this story that he was born has a special artistic talent. “Orpheus addo said, understand the secret of nature not by force, but through melody, rhythm and harmony. Prometheus attitude inspired by Yu Dadan, boundless curiosity and will to power, and the pursuit of practical, and the inspiration of Orpheus attitude comes from in front of the mysterious awe and no desires.”
For products and brands to give aesthetic feelings and artistic aesthetic feeling of the soul is mainly spread through concept, packaging, terminal experience and content. To visit the exhibition makes me have to exclamation of history in Italy and Europe again affection and respect, the pursuit of meaning and dedication, and the people here in the humanities, arts, and aesthetical connotation and inside information, they on the basis of continuously design with amazing feeling to win the screams of the high-end brand, high quality products and the depth of the fit after the global consumption (advanced consumption) in the era of the aesthetic demand, is no longer a low-level, simple living and use requirements).
About these products and brands, especially western European companies with thick descriptions (thick) and beautiful representations (beautiful), unlike many products in China in this light, thin descriptions), not just words, and words without, walk not far. Not content to humble abode low-end value chain, aspiring impact of high-end Chinese companies in terms of understanding and guide the consumer lifestyle, with artistic and aesthetic way to motivate and satisfy consumers emotional needs and desires, particularly self-expression and the wonderful unique memorable brand experience, must also be willing to western excellent enterprise learning represented by apple.
Xiong Peiyun said: “since the 20th century, China is facing various crises, there are political crisis, moral crisis and ecological crisis. In my opinion, there are more serious aesthetic crisis. It’s human crisis.” I agree with this view, also want to deduce (paraphrase) said at the same time, because this is one of the crisis, so the hard to avoid is become entrepreneurs and the crisis of the enterprise, become the brand crisis, crisis of business.
4, make science and art together beautiful responsibility
According to the ancient Greek myths and legends, Orpheus was the famous poet and singer, in ancient Greece, o its father is the king of gross, the mother is responsible of the literary Muse goddess kali and Russia, this story that he was born has a special artistic talent. “Orpheus addo said, understand the secret of nature not by force, but through melody, rhythm and harmony. Prometheus attitude inspired by Yu Dadan, boundless curiosity and will to power, and the pursuit of practical, and the inspiration of Orpheus attitude comes from in front of the mysterious awe and no desires.”
For products and brands to give aesthetic feelings and artistic aesthetic feeling of the soul is mainly spread through concept, packaging, terminal experience and content. To visit the exhibition makes me have to exclamation of history in Italy and Europe again affection and respect, the pursuit of meaning and dedication, and the people here in the humanities, arts, and aesthetical connotation and inside information, they on the basis of continuously design with amazing feeling to win the screams of the high-end brand, high quality products and the depth of the fit after the global consumption (advanced consumption) in the era of the aesthetic demand, is no longer a low-level, simple living and use requirements).
About these products and brands, especially western European companies with thick descriptions (thick) and beautiful representations (beautiful), unlike many products in China in this light, thin descriptions), not just words, and words without, walk not far. Not content to humble abode low-end value chain, aspiring impact of high-end Chinese companies in terms of understanding and guide the consumer lifestyle, with artistic and aesthetic way to motivate and satisfy consumers emotional needs and desires, particularly self-expression and the wonderful unique memorable brand experience, must also be willing to western excellent enterprise learning represented by apple.
Xiong Peiyun said: “since the 20th century, China is facing various crises, there are political crisis, moral crisis and ecological crisis. In my opinion, there are more serious aesthetic crisis. It’s human crisis.” I agree with this view, also want to deduce (paraphrase) said at the same time, because this is one of the crisis, so the hard to avoid is become entrepreneurs and the crisis of the enterprise, become the brand crisis, crisis of business.
5, let Prometheus and earl his liable beautiful hand in hand
Driven by the interests of blind development of technology and industrialization of human in the jinshan yinshan but lost the blue sky white clouds and green water castle peak at the same time, make the life and health (body hair skin to emotional moral mind) are subject to the damage and harm. In the Italian beauty show, I see a lot of companies are erected “responsible beauty (responsible)” and “Sustainability” (sustainable development) bright flag.
In the attitude to Prometheus and Orpheus addo attitude of carding, both is almost completely opposite, but I think they were in the middle of the cosmetics can “inheritance, coexistence and even merge each other very well”. Orpheus help constraints and flexibility and the fear of the heart against Prometheus’s year of curiosity and utilitarian, Prometheus to build out a product depends on Orpheus, generation, add value to provide direction. Western cosmetic companies in both the unity, to borrow the buddhist “the sadness mentally double luck” can be called “the Russian double luck”) in adhering to the 3 r (reflections – reflection, responsibility – responsibility and renewal – update) principle has carried on the positive exploration, has obtained the good experience, is worthy of reference for Chinese enterprises to learn and, thus their senses, all progress and beyond.
Drucker said that enterprise has two basic functions, and only that is marketing and innovation. More than 30 years ago, Chinese enterprises are poor in the two basic functions, Chinese companies over the past few years in marketing has made great progress, and even some prize, but the problem is not without, mainly two: one is a lot of marketing activity is so out of line (‘re incapable big suddenly phenomenon, China’s cosmetics industry with), one is the content of marketing communication does not really bad not beautiful not rich not for fun. However, the Chinese enterprises to the most serious short quantity or product innovation, quality is too low, lack of spirit of Prometheus and Orpheus feelings, so that from perfume to toilet cover should be brought back from abroad. For cosmetics companies, in the mature consumption (), () a new era of fierce competition, if the product is unqualified, marketing out again trashy also.
Regardless of product innovation content generation or transmission problems behind it is the research question, especially in basic research, science and the humanities. Enterprise development by the content of the products and the creation did solid, in-depth research, even able to because the production cost and market scale advantage at that time become dizzy giddy inputted, once broken down, not a fragment after all. This is Chinese enterprise at present in the marketing and innovation of the basic condition, and its etiology is blundering, shallow of cultural problems, is people lack of the spirit of independence and freedom of thought. Whether it is a spirit of Prometheus or Orpheus feelings, its core is cultural issues.
At present China’s leaders group in both character and taste is a big gap, a lot of people don’t understand “road to Jane, have the right to not capricious” the truth, even if invited the international first-class engineers and designers provide service for the enterprise, the brand, product and marketing decision is still not optimal, they wouldn’t even the suboptimal results. True “innovation drive, the transformation of development also need the current leaders through a process of long super-knowledge and self-restraint gradually increase.
Is currently entrepreneurs to the experts, () in the area of r&d and design with free, at least can quickly solve the present Chinese enterprises solve the lack of product innovation and brand connotation, as for the long-term development and competitiveness problems, also need Chinese politicians and entrepreneurs to the educator to freedom of thought and financial freedom, to have freedom and bear spirit educator set his mind at to cultivate a large number of higher quality, more scientific spirit and the aesthetic ability of a new generation of workers and leaders, let the man full of noble poetically inhabit in the earth, work diligently in the Chinese enterprises. This is a vision, vision, I the remaining.
Xiong Peiyun said: “people have their own aesthetic, aesthetic, but if a person refused also rejected his own ideas”, “after decades of economic development, I can’t fully Chinese completely lost the ability of beauty, but I really hope some changes of this age, would be able to regain beauty. Every society by the bad and the good, from junior to senior, is also should pass from the bread to the change of the roses.”
We make bread without spirit of Prometheus, enjoy rose must be Orpheus feelings. The real breakthrough and the future development of China’s cosmetic industry need to have both on behalf of the scientific spirit of Prometheus and on behalf of the art of Orpheus feelings. Hope this industry in China are for the industry, for their own enterprises, products and brands with wings of science and art!
