×
  • Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
 

Advertising Of The Beauty Industry In China

by Co-founder on Aug 04, 2009

  • 11,806 views

Since China’s opening in 1978, it has lured investment from foreign companies that hope to find bountiful opportunities by appealing to China’s 1.3 billion consumers. Companies of all types have ...

Since China’s opening in 1978, it has lured investment from foreign companies that hope to find bountiful opportunities by appealing to China’s 1.3 billion consumers. Companies of all types have entered, yet few have found success. One industry that has highly benefited from China’s opening up policy is the beauty industry. With increasing disposable income among female Chinese consumers and a greater demand for beauty products, the beauty industry in China has welcomed many foreign firms with open arms.

The mass entrance of foreign beauty companies has a huge significance as pertaining to Chinese culture and society. With foreign beauty companies came foreign beauty advertising, portraying Western models, blonde-haired and blue-eyed, flaunting Western goods and values, with little attention paid to Chinese traditions and ideas on ‘beauty’. Foreign beauty advertising has drastically changed the concept of beauty from a preference towards traditional Chinese beauty to a preference of ‘foreign beauty’. Foreign advertising sends the message that natural Chinese features are inferior to Western ideas of beauty. Some believe that mass foreign advertising has created a psychological inferiority complex in the younger female Chinese population. Rather than accepting themselves as Chinese and embracing their natural beauty, young women are seeking medical treatments and beauty enhancements to make themselves appear more foreign, requiring them to be slim, tall, white skinned, have rounder eyes, a high, narrow nose and wider lips. This behavior is unhealthy and may have lasting effects on Chinese culture and society.

Statistics

Views

Total Views
11,806
Views on SlideShare
11,791
Embed Views
15

Actions

Likes
2
Downloads
318
Comments
0

3 Embeds 15

http://www.linkedin.com 8
http://cbeasley429.wordpress.com 6
http://www.lmodules.com 1

Accessibility

Upload Details

Uploaded via SlideShare as Microsoft Word

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
Post Comment
Edit your comment

Advertising Of The Beauty Industry In China Advertising Of The Beauty Industry In China Document Transcript