L’Oréal and the National Museum of China Partner Again

On July 21, L’Oréal Group launched a new edition of its ongoing partnership with the National Museum of China in Beijing. The cultural initiative, marks the second collaboration between the two parties and aims to reimagine how traditional Chinese aesthetics are experienced by modern audiences.

Anchored around 32 carefully selected artifacts from the museum’s permanent collection, the project highlights how Chinese aesthetics evolved across different dynasties. The program pairs physical installations with an interactive digital experience, allowing visitors to explore a curated route both onsite and through a WeChat mini app. In a modern twist, QR codes beside each object provide access to immersive audio guides recorded by notable cultural icons and celebrities, bringing fresh energy and emotional resonance to historical treasures.

The initiative also aligns with L’Oréal’s “Essentiality of Beauty” global strategy. It’s a concept that merges Western ideas of beauty with Eastern philosophical traditions. “Beauty is a language that transcends culture and connects people,” said Lan Zhenzhen, President of Public Affairs for L’Oréal North Asia and China. “As beauty education gains momentum and cultural engagement deepens, we want to ensure that beauty remains inclusive, accessible, and emotionally resonant in daily life.”