Cultural promotion strategies of Chinese cosmetic brands in the context of globalization

against the background of deepening globalization and improving regional economic cooperation mechanism, China's cosmetic industry is in a critical transition period from “market-following” to “culture-leading”. The study found that at the cultural level, the integration of traditional Chinese medicine aesthetics and contemporary minimalism has constructed a new aesthetic narrative that is both oriental and international; this trend is leading the global cosmetic industry from “technology-driven” to “culture-awareness” and “value-awareness”. This trend is leading the global cosmetic industry from “technology-driven” to “culture-perception” and “value-identity” – driven. The global communication strategy of Chinese cosmetic brands needs to reconstruct the two-wheel drive model, i.e. to take “cultural decoding – narrative reconstruction” as the value engine, and “digital communication – platform penetration” as the path Pivot. Re-creation of brand meaning through differentiated cultural output is the key mechanism to break through cultural discounts and cognitive barriers.

globalization of oriental aesthetics, integration of hanfan culture, narrative of sustainable development, cultural transfer