L'Oréal China celebrated its 25th anniversary and opened "Beauty Moves – L'Oréal China 25th Anniversary Exhibition" at the Shanghai Exhibition Center on December 16.

Lasting for a week, L'Oréal China's 25th anniversary exhibition themed "Beauty Moves" consists of five chapters: "Beauty Is Diverse and Inclusive," "Beauty Is Innovative," "Beauty Empowers Women," "Beauty Is Sustainable," and "Beauty Evolution".

It gathers works by renowned Chinese and international artists including Xu Bing, Angélica Dass, Zheng Bo, Web3 Creator Team Black Void and Liu Jiayu, who all expand the boundary of beauty by telling profound stories from multiple perspectives.

To celebrate its 25th anniversary, L'Oréal China released a 10-episode micro-documentary series titled Seize the Beauty that showcases Chinese people's pursuit of beauty and inclusive beauty. Co-procued by CMG's Shanghai Bureau and launched on CMG Mobile on December 16, it covers the topics of diversity and inclusiveness, innovation, women's empowerment, and sustainability.

Meanwhile, the company has led its brands to launch "L'Oréal for Women", a "wom-enpowering" program that plans to donate funds and supplies worth at least 50 million yuan ($7.16 million) to the China Women's Development Foundation (CWDF) from 2023 to 2027, providing more diverse forms of support and assistance.

Meaningful events will also be held during the 25th anniversary exhibition, such as the first-ever offline summit of L'Oréal YOUTH BANG, leveraging open exchanges to empower China's under-30 entrepreneurs and co-create the beauty of the future, and a sustainable development forum that invites representatives from environmental organizations and internet companies to discuss biodiversity, the younger generation and sustainable consumption.

"Since being founded a quarter of a century ago, L'Oréal China has had a truly extraordinary journey. Over this time, we have witnessed a huge increase in the desire for beauty in China, which has inspired us to provide Chinese consumers with ever more innovative, diverse and personalized offerings," said Nicolas Hieronimus, Chief Executive Officer of L'Oréal Group, in a video speech.

"More recently, China is fast becoming a trendsetter for Asia and beyond, and a home of game-changing innovation. Looking forward, China will have an important role to play in harnessing the power of the North Asia Beauty Triangle – and bring consumer-led innovations and trends to the global market. Together, let's embark on another 25 years of creating the beauty that moves the world!" Hieronimus added.