法尚潮流周报：国潮崛起

“中国制造”

自2018年以来，我们见证了国潮风的崛起，中国美学和皇家元素应用设计成为潮流。无论是本土品牌还是国际品牌，都越来越多的品牌亲睐运用传统和文化元素。

Since 2018, we have been witnessing the rise of C-Beauty, a trend based on Chinese aesthetics and Imperial designs. Both local and international brands are more and more using Chinese traditional codes and cultural elements in their branding.

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如今，Z世代以购买本土品牌为荣。Gartner L2的数据显示，截至2018年12月，72%的中国化妆品品牌在天猫产品列表中使用与“中国制造”相关的关键词，而去年这一比例不到50%。

Today, the Gen Z is proud to buy local brands. According to Gartner L2, by December 2018, 72% of Chinese cosmetics brands were using keywords in their Tmall product listings related to being "made in China" up from less than 50% the year before.

根据Kantar和腾讯进行的一项调查，75%的中国消费者在过去六个月里从国内品牌购买了美容产品，其中一半的消费者是第一次购买国产美容产品。

According to a recent survey conducted by Kantar and Tencent,75% of Chinese consumers have bought beauty products from a domestic brand in the last six months and half of those who made a purchase were buying homegrown beauty for the first time.

今年8月蕾哈娜登上了时尚芭莎杂志封面，准备在中国推出她的彩妆品牌FENTY，“蕾哈娜以唐朝风格摆造型”登上微博话题榜。

Rihanna was in the front cover of Harper's Bazaar on August, preparing for the launch of her brand FENTY in China. The hashtag #Rihanna poses in Tang Dynasty style# was trending on Weibo.

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让我们一起见证中国风是如何影响当代美妆行业的潮流！

Let's see how China is influencing beauty contemporary codes.

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故宫口红

Palace Museum lipsticks

2018年上市的故宫口红系列的巨大成功标志着国潮美容趋势的开始。

The huge success of the Palace Museum's lipstick collection on its Taobao shop end of 2018 marked the beginning of the C-beauty trend.

事实上，我们一直在观察到中国消费者越来越渴望进一步探索和了解文化传统，并对“中国制造”日益感到自豪。

Indeed, we have been observing a growing thirst from Chinese consumers to explore and learn further about their own traditions and a rising pride for the "made in China".

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丝芙兰中国红系列

Sephora China Red

丝芙兰自有品牌——丝芙兰精选，定位为一个创新和有趣的品牌，针对中国的Z代消费者。上个月，丝芙兰推出了法尚设计为其量打造的全新限量版“中国红”系列。

Sephora's private label, Sephora Collection, is positioned as an innovative and fun brand targeting Chinese Gen Z consumers. Last month, it surprised the beauty industry by launching its new limited edition China Red, created by centdegrés.

在东西方之间，中国传统图案和现代设计巧妙融合，是对中国美学及其千年文化遗产的致敬。这同时也是丝芙兰为庆祝中华人民共和国成立70周年而制作的礼物。

Subtle blend of traditional Chinese patterns and modern design, between East and West, the collection is a real tribute to Chinese aesthetics and its thousand-year-old cultural heritage. A gift made by Sephora just in time for the 70th anniversary of the PRC.

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美肤宝御芝丹青系列

Meifubao Vita Lixir

国产热门品牌美肤宝刚刚推出了一系列展示中国文化传统的高级护肤品：御芝丹青。

Homegrown popular brand Meifubao has just launched its new premium skincare range that illustrates Chinese culture heritage: Vita Lixir.

美肤宝藉以当今先进技术，提取多种珍稀草本汉方美肤精华，为当代女性带来“御芝丹青”极致体验。

To reveal its new beauty innovation, Meifubao opens the doorback to the past with a modern vision to bring the unique imperial beauty to the women of today.

零售设计

Retail design

发布会

Launch event

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娇兰Rouge G口红

Guerlain Rouge G lipsticks

娇兰在微博上宣布，在热播电视剧“延禧攻略”中使用的口红是娇兰品牌口红。

Surfing on the popularity of "Yanxi Palace" TV show, Guerlain announced on Weibo that the lipsticks used in the TV show are their Rouge G lipsticks.

这家法国品牌解释了化妆师是如何用口红来模仿皇后的优雅和皇室气派的，向中国女性们传递拥有皇室淑女形象的秘诀。

The French brand explained how make-up artists used their lipsticks to emulate Empress' grace and royalty, a strategic message addressing to the Chinese women who want to get a royal court lady look.

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宝洁东方季道

Procter & Gamble Oriental Therapy

在缺席6年之后，宝洁在中国带回了其东方季道品牌，这是一个以草药为灵感的高档护肤品系列。

After 6 years of absence, P&G has brought back its Oriental Therapy brand, a premium skincare line inspired by herbal medicine, in China.

该品牌以中国中产阶级为目标，高端定位，使用亚洲成分。

The group targets the Chinese middle class through a premium positioning and the use of Asian ingredients.

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天猫中国潮

Tmall China cool

时尚界也受到这一趋势的影响，2019年9月，阿里巴巴旗下天猫平台与纽约时装周合作，推出第三季“天猫中国潮”。这项活动旨在突出中国文化遗产和在这次国际时装盛会上崛起的设计师的倡议。

The fashion sector is also touched by this trend. Alibaba's Tmall platform teamed up with New York Fashion Week of September 2019 to present the third season of "Tmall China Cool". An initiative aimed at highlighting the Chinese cultural heritage and its rising designers during this international fashion event.