In an era of continuous redefinition of beauty, the cosmetics industry is evolving from visual aesthetics to embracing cultural narratives and life philosophies. Leveraging scientific, cultural and social perspectives, L’Oréal is shaping beauty’s future through its dual initiatives. “Essentiality of Beauty” and “The Beauty of Longevity” infuse the global beauty landscape with deeper cultural significance and a forward-looking vision.
In 2025, L’Oréal unveiled its cultural collaboration “Essentiality of Beauty: Pathway to Essentiality of Beauty” with the National Museum of China (NMC), using artifacts to decode beauty’s universal language across millennia. This project reflects China’s growing appreciation for Oriental aesthetics and spiritual values while reinforcing L’Oréal’s role as a cultural bridge in Sino-French exchanges. From the craftsmanship of Empress Xiaoduan’s phoenix crown to ancient male grooming artifacts, the endeavor redefines the enduring significance of beauty.
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On a different front, L’Oréal champions solutions for global longevity challenges through its “The Beauty of Longevity” philosophy. This June, L’Oréal launched the concept in Paris. Then at IMCAS China 2025, the company introduced it in China, transitioning skincare from anti-aging to proactive longevity management with three key pillars — science and health, cultural mindset and socioeconomic. Anchored in its Longevity Integrative Science™ and leveraging AI-powered biomarker analysis, global research partnerships and innovations such as Lancôme Absolue’s PDRN™ and Vichy Neovadiol, L’Oréal is building a science-backed framework for ageless beauty.
As humanity enters the longevity era, L’Oréal is reshaping aging through its “Beauty of Longevity” philosophy — which is rooted in scientific research, driven by human needs and framed by social responsibility. This initiative emphasizes healthy aging and fosters intergenerational connection, transforming scientific research into tangible products and services. It brings conversations about ”lifelong beauty” into everyday contexts, connecting the dots between longevity and beauty, promoting a more inclusive and diversified mindset on age and beauty.
In a broader sphere, the “Essentiality of Beauty” explores beauty as a civilizational and cultural force. Rooted in historical and cultural heritage, it reinterprets quality of life through a modern perspective, creating socioeconomic value and engaging in global cultural dialogue. Through exhibitions and cross-sector collaboration — often utilizing artifacts as storytelling tools — it uncovers the deep connections between aesthetic traditions and modern living, enhancing cultural confidence and mutual understanding.
From the cellular level of skin to the collective memory of civilization, L’Oréal is at the forefront of this systemic transformation in beauty. As an industry leader, the Group is pioneering new pathways by advocating for ethical beauty practices, fulfilling its social responsibility and shaping a new consensus on beauty for the future.
In an exclusive interview, WWD China spoke with Ms. Lan Zhenzhen, chief corporate affairs and engagement officer of L’Oreal North Asia and China, to decode beauty’s evolving semantics across global and Chinese contexts. Exploring “Essentiality of Beauty” and “The Beauty of Longevity,” she illuminated L’Oréal’s unique confluence of historical heritage and scientific foresight in curating a new beauty epoch that harmonizes artistic sensibility with societal relevance.
WWD China: Through this collaboration with NMC to launch “Essentiality of Beauty: Tracing Beauty Through Time,” how does L’Oréal plan to interpret the concept of “Essentiality of Beauty” through this partnership and the featured artifacts?
Lan Zhenzhen: The concept of “Essentiality of Beauty” was introduced last year when the L’Oréal Group celebrated its 115th anniversary and launched a significant global initiative under the same name. We translated “Essentiality of Beauty” as “Mei Zhi Dao,” which contributed to our recognition. The Chinese character “Dao” encompasses various meanings, including philosophy, wisdom and approach. For the Chinese, “Dao” conveys a positive perception with deep significance. That’s why “Mei Zhi Dao” has gained strong recognition in the Chinese market.
As the world’s leading beauty company, L’Oréal has championed the power of beauty since its founding. Through exceptional products, visionary thinking, impactful initiatives and concrete actions, L’Oréal remains committed to its unique mission to create beauty that inspires, to innovate beauty that transforms, and to share beauty that truly moves the world.
To explore the concept of beauty, we created a dedicated “Essentiality of Beauty”. The NMC invited a team of specialists to hand-pick 32 standout exhibits. L’Oréal, in collaboration with the museum, transformed these 32 exhibits into a clear route for visitors: either visit the museum and follow the trail in person, or open the mini-program on your phone and explore the same artifacts from home if you can’t make it. To enrich the engagement, both audiences, artists and celebrities recorded exclusive commentaries for each of the 32 artifacts, offering the public a completely new lens on the collection.
Beyond being a mere exhibition, “Essentiality of Beauty” uses these 32 artifacts to showcase beauty in four dimensions: historical culture, quality life, socio-economic development and international exchange.
Within this framework, culture and art stand out as the most eloquent witnesses. The second dimension explores the idea of a beautiful life, highlighting how beauty has shaped the daily experiences of people across different dynasties and historical periods. The third dimension emphasizes the vital role beauty plays in socio-economic progress and development.
Finally, we hope that this experience will benefit the popularization of beauty, its education, and the understanding and appreciation of beauty, encouraging everyone to engage in the learning and spread of beauty.
WWD China: As an “ambassador of beauty” in China-France cultural exchanges, what significance and value does L’Oréal see in this collaboration with the National Museum of China for international expression?
L.Z.: Since entering China, L’Oréal has introduced French beauty standards, Parisian elegance and cutting-edge global trends to the market. Our ongoing efforts have meaningfully contributed to the cultural exchange between China and France. Last year, we presented a special Notre-Dame de Paris exhibition to commemorate the 60th anniversary of Sino-French diplomatic relations.
This immersive experience went beyond showcasing the cathedral’s religious significance. It revealed invaluable artifacts, highlighted historic moments such as Napoleon’s coronation and unveiled fascinating architectural secrets. This exhibition enabled the public to gain diverse information and knowledge, enriching their understanding and appreciation of beauty.
Last year, we also collaborated with Jingdezhen on a project encapsulated by a poetic expression meaning “Heart-to-heart bonds for sixty years, passing down stories for a lifetime.” This project artfully blended L’Oréal’s French heritage and beauty philosophy with China’s renowned porcelain craftsmanship. Historically, porcelain exports were a major economic driver — what we might now describe as a competitive export commodity — playing a pivotal role in the economic expansion of that era.
Therefore, while beauty has an external form, its true power lies in its ability to create and give rise to things of enduring historical, cultural and artistic significance. Moreover, beauty can drive continuous economic development.
WWD China: As we enter the “Longevity Era,” L’Oréal has recently launched the concept of “The Beauty of Longevity”. Elaborate on this concept.
L.Z.: L’Oréal has always been a beauty-tech pioneer at its core, with innovation embedded in our DNA. Our legacy traces back 116 years to our founder, Eugène Schueller, a visionary chemist who revolutionized the industry by creating the world’s first non-toxic hair dye. This breakthrough laid the foundation for our enduring commitment to scientific advancement.
Our relentless R&I focus on product safety and efficacy, combined with continuous innovation to anticipate and exceed consumers’ growing expectations, has solidified our position as an undisputed market leader.
We’ve spearheaded groundbreaking research in skin science, hair biology and holistic wellness, offering transformative solutions for concerns ranging from skin aging to hair thinning and beyond. In this process, it is essential to consider how to address skin aging while embracing a more holistic perspective, recognizing that aging is a lifelong process that calls for comprehensive consideration.
This comprehensive health philosophy integrates three key dimensions: health and science, cultural mindset and socioeconomics. Scientific rigor is always our foundation.
Secondly, we need to fundamentally challenge the widespread belief that “aging equals decaying” in our personal perceptions. By maintaining your vitality, staying socially connected and dedicating yourself to meaningful contributions, you can unlock potential that you never realized was there. Rather than draining your energy, these purposeful engagements actually invigorate your passion, enhance your engagement with society and allow you to approach it with a mature perspective.
Third, we must recognize the social dimension of the longevity era. Today’s seniors represent an extraordinary resource, bringing a lifetime of wisdom while remaining eager to learn. This makes healthy aging not only possible but also profoundly valuable. With disposable income, leisure time and refined tastes, modern retirees are key drivers of what we call the “silver economy.” When businesses genuinely understand and cater to this demographic, they unlock one of today’s most dynamic growth opportunities.
Therefore, in this process, drawing from 15 years of scientific research in skin health and beauty, we’ve introduced a fresh perspective on aging that spans generations and embraces the full lifecycle.
At L’Oréal, we’re redefining beauty as the golden thread that weaves through every chapter of life, empowering individuals to showcase their unique beauty at any age — from the vibrancy of youth to the wisdom of maturity and the elegance of their golden years.