AR Notre Dame: L’Oréal’s cultural bridge to China

What happened L’Oréal Group has brought Notre Dame cathedral’s 3D digital twin, the immersive “Notre Dame de Paris, The Augmented Exhibition,” to Beijing in partnership with the National Museum of China. “Creating beauty that moves the world is L’Oréal’s mission,” said Vincent Boinay, L’Oréal North Asia President and China CEO, in an interview with Jing Daily. “To do this, we champion the essentiality of beauty in shaping identity, confidence and societal influence.” Beijing exhibition visitors can explore the French Gothic masterpiece’s 850-year history, from its origins in the 12th century to its ongoing restoration after the devastating 2019 fire. Using a portable, touch-screen tablet, they can witness 3D simulations of moments like Napoleon’s coronation and hear the cathedral’s tolling bells and organ. The Bettencourt family, heirs of the L’Oréal Group, and L’Oréal itself, donated 200 million euros ($222 million) to the cathedral’s restoration following the fire and sponsored the Public Institution for Notre Dame de Paris and French augmented reality company Histovery to develop the high-tech digital experience. Four authentic historical pieces from Notre Dame, including a gargoyle and a chimera, have also been exclusively brought to Beijing. Three of these are being exhibited outside France for the first time to mark the 60th anniversary of Sino-French relationships. “Through this unique exhibition, we aim to inspire more people to join us in safeguarding, celebrating, and sharing the vitality, creativity, and unity of beauty embodied by this cultural icon,” says Boinay. Running from 12 September to 20 October, the Beijing leg is one of the global tour’s key stops. L’Oréal took the exhibition to Shanghai in 2022, and South Korea in July this year. Next up, it will head to Japan on 6 November and Hong Kong on 5 December. The Jing Take The “Notre Dame de Paris, The Augmented Exhibition” in China coincides with several milestones: the 60th anniversary of China-France diplomatic relations; L’Oréal’s 115th anniversary; and the reopening of Notre Dame in December last year. The exhibition aligns L’Oréal’s core themes of culture, art, technology and innovation with China’s growing focus on soft power and cultural exchange. In doing so, L’Oréal strengthens its positioning as a brand that transcends beauty and promotes broader societal values. While some global beauty companies are seeing sales slow and downsizing in China, L’Oréal remains committed to investment and confident of long-term growth. The company plans to open 10 to 15 new stores by the year-end. Its new Suzhou Fulfillment Center, launched in May, is touted as the group’s most technologically advanced, servicing consumers’ growing demands in the region. A key part of L’Oréal’s strategy is its focus on localized R&I. With around 400 scientists at its Shanghai Innovation Center, the company continues to tailor product development to Chinese consumer preferences. Simultaneously, L’Oréal’s Big Bang open innovation program is identifying and co-creating future beauty solutions across the regional “Beauty Triangle” of China, Japan, and South Korea. As part of its broader mission to integrate innovation and social responsibility, Foundation L’Oréal has partnered with Unesco to recognize pioneering female scientists through the For Women in Science Awards. Since the establishment of the awards program in 1998, eight Chinese women, including this year’s recipient Yan Nieng, have received the international award. In 2004, L’Oréal launched the only national-level Chinese Young Female Scientist Award, which has so far supported more than 200 female PhD candidates and postdoctoral researchers. This year, L’Oréal China expanded the initiative with the For Girls in Science program, promoting STEM careers to Chinese middle school girls. One of the largest French companies in China, L’Oréal is focusing on cultural relevance and consumer engagement as economic conditions tighten and local competition intensifies. “The next China is China,” as Vincent Boinay, President L’Oréal North Asia and China CEO, told Jing Daily, the company is reinforcing its strategic position in the country’s beauty market and its commitment to long-term growth in the region with an emphasis on its heritage of beauty, innovation, and social responsibility. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

AR Notre Dame: L’Oréal’s cultural bridge to China

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Published September 23, 2024

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AR Notre Dame: L’Oréal’s cultural bridge to China