■Press:The new generation pays more attention to new concepts such as "functional beauty" and "pure makeup".
"The clouds want clothes, flowers, and capacity, and the spring breeze blows the threshold to show off China." Beauty has always been ever-changing, and people have different standards and needs for beauty in different periods.
From "Yanzhi" 3,000 years ago to 2023, China has gone through the 3,000-year beauty history of Haohao Tangtang. Ancient facial makeup was generally suitable for women, and it was especially popular from the Shang and Zhou Dynasties to the Sui, Tang and Five Dynasties. People pounded the red orchid leaves in Yan’s land into juice and condensed it into fat makeup, which was called "Yanzhi", which was later rouge. The powder was called "Fu Powder" and the thrush was called "Daihei". The aesthetic habits of different periods in the past dynasties made the types of face makeup colorful, such as white makeup in Han Dynasty, oblique red makeup in Wei Dynasty, gorgeous peach blossom makeup in Tang Dynasty, drunken makeup, simple and elegant thin makeup in Song Dynasty, etc.
The earliest cosmetics was Guangshenghang, which was founded in Hong Kong in 1905. It mainly produced "Shuangmei" toilet water and vanishing cream, only 10 years later than "Ponzi’s vanishing cream" which came out in 1895. At that time, only a few big cities in China produced cosmetics, and the quantity was also small.
Image source: official website, shanghai jahwa
During the 1920s and 1940s, elegant and beautiful oriental makeup became popular. The makeup features in the 1930s are somewhat the same as those in the 20s, with white as the base, while the rest of the makeup focuses on circles, round faces, round blushes, half-moon eyebrows, round lips, and curved facial lines. In the early 1940s, due to the difficulties in material life at that time, the whole social atmosphere tended to be natural and simple, the popular characteristics were universal but not obvious, and makeup was also in line with nature.
In a word, the beauty of the 1940s can be said to be a kind of introverted sexiness. Characterized by soft and curved eyebrows. The balsam and vanishing cream used by Chinese people in this period were the two most used cosmetics at that time, and vanishing cream may be familiar to the older generation. This cosmetic, called vanishing cream, is a non-greasy skin care cosmetic. It disappears immediately after being applied to the skin, and it is named after snowflakes. However, vanishing cream is not a brand of cosmetics, but a general term for skin care cosmetics.
At that time, the most popular cosmetic brand was Baique Ling, which was the representative of balsam and the preferred skin care product for celebrities and nobles. At the same time, it is also a skin care luxury that has influenced generations. In addition, there are Friendship, Hongmei and Ya Shuang, which, according to the present words, were hot brands of vanishing cream at that time, and they were very popular at that time.
Image source: Baique Ling official Weibo
From 1950s to 1970s and 1950s, western makeup was highly sought after, with Monroe as a model of feminine charm. As a whole, facial makeup in this period was mainly characterized by the wisdom style with distinct facial features, and the colors were mainly blue, green and brown. The eyeliner rises above the end of the eye. In the 1960 s, when material resources became increasingly abundant, a new generation of young people grew up. Fashion is bolder, ladies’ skirts are shorter, and miniskirts and neutral clothes are sought after by young people. In makeup, thick eyeliner has become a very popular trend, making eyes look bigger and brighter. This decade has also spread false eyelashes to all parts of the world. Soon, many people began to use long false eyelashes and mascara, and the lower eyelashes began to become longer. With colored eye shadow, the lip color was also light at this time.
In the 1970s, more "natural ingredients" were added to cosmetics to meet people’s growing demand for beauty. Bronze began to be incorporated into makeup in large quantities, and pearl powder became popular, in order to make people look healthier and shine and highlight cheekbones. Twilight and cream eye shadow have become very popular trends, and transparent lip gloss has become the mainstream. At that time, the advertisements on TV didn’t know how many times to broadcast "Dabao" a day.
In addition, Procter & Gamble, which is the first representative of international cosmetic brands to enter the China market, has touched the hearts of many young people with OLAY Olay. In this era, people pursue fashion and pay considerable attention to their appearance beauty. Coupled with the continuous improvement of material living standards, people’s requirements for cosmetics are getting higher and higher. Therefore, Dabao’s cosmetics were all the rage at that time, and Olay was not inferior.
80-90 years, 80 years is an era of color, popular hair and makeup are exaggerated. With the return of disco music and the rapid development of economy, women began to make a fuss about eye makeup. Singers such as Madonna, who was all the rage at that time, led the trend, and blue, purple and pink eye shadows were overlaid to obtain a rainbow-like effect. Colored mascara and bright and bold lips were very popular in this decade, and the first anti-aging skin care products appeared in the late 1980s. During this period, Meijiajing and Xiafei were well-known cosmetics brands.
The 1990s seemed to be a counterattack against the fashion excess in the 1980s, and makeup began to return to minimalism. At that time, classic Hong Kong and Taiwan stars such as Brigitte Lin, Joey Wong, Maggie Cheung, Athena Chu, and other great beauties’ makeup was very simple, and they returned to health and nature without heavy makeup, which was very in line with the oriental aesthetics.
In the 21st century, with the emergence of new things, makeup has a higher level of leap and development. At this time, the makeup becomes more feminine, women’s eyebrows become thinner, the eyebrow arch becomes clearer, and it is matched with shiny lip gloss. Thick, feathered eyelashes are popular again, and various mascara and eyelash care products enter the market.
Image source: the idea of the worm
2021 is also an era of skin rejuvenation and nude makeup. Due to environmental factors, the frequency of going out is decreasing, and more and more time is spent at home. Wearing masks has become a daily life, but in contrast, people began to look for patterns in other places, for example, the demand for eye makeup products and nail art has become increasingly strong.
Nowadays, with the rise of the "Z" era, their understanding of makeup, as well as the diversification and deep-seated needs of makeup are constantly changing. The new generation pays more attention to new concepts such as "functional beauty" and "pure makeup", and pays more attention to factors such as safety, health, ingredients and interest in choosing cosmetics.
Image source: the idea of the worm
For the generation of young people who grew up in China’s rapid economic development and digital development, they are independent, willing to try new things and have a global vision and a sense of social responsibility. They are more willing to find their place in traditional culture and consciously choose domestic brands. Such as the perfect diary of popular brands, Hua Xizi, and popular national beauty cosmetics such as Mao Geping and Hua Zhiming. Perfect Diary defines the brand slogan as "beauty has no limit", and advocates that the younger generation should not be bound by external labels, strive to break through themselves, actively explore the infinite possibilities of life and make themselves better. It embodies the young people’s exploration, remolding and expression of beauty.
With the steady development of China’s economy and the rapid improvement of the cultural self-confidence of the new generation of consumers, the brand influence of China is expanding, and the domestic beauty brands will rise by the "national tide" and will be favored by more and more consumers.
