At present, the domestic beauty market has formed a parallel development pattern of two tracks.The local beauty brands represented by Huaxizi and Mao Geping focus on traditional Chinese culture, deeply explore the connotation of Chinese aesthetics, and complete the breakthrough of brand culture empowerment and market.International beauty brands such as Estee Lauder continue to enter the Chinese market deeply, integrating local marketing strategies through festival limited series, traditional Chinese packaging design and traditional Chinese visual symbols it is in line with the aesthetics and preferences of local consumers. Chinese aesthetic narrative has become a common centre strategy for domestic and foreign beauty brands to compete for the Chinese consumer market and establish brand cultural influence.From the perspective of business anthropology as the basis of this study, choose the local benchmark brand Huaxizi and the leading international beauty brand Estee Lauder as a case comparison, and use semiotics, cross-cultural communication and orientalist critical theory to form a four-dimensional analysis framework.Systematic comparison of the differences in Chinese aesthetic narrative carried by these two types of brands. This study proves that local brands rely on local culture to achieve endogenic reproduction, while international beauty brands use superficial cultural symbols to make profits. There are many problems such as oriental aesthetic stereotypes and superficial cultural appropriation.This article analyses the intrinsic tension between local cultural construction and transnational symbol appropriation. In view of the limitations of existing research institutes based on a single case or a single discipline, it provides a theoretical and practical reference basis for the fact that local products have not gone to the world market and international brands to achieve positive cross-cultural integration.
Research Article
Open Access