Lunar New Year is a crucial moment for international fragrance and beauty brands to engage with Chinese consumers. Many brands are incorporating Chinese elements into their designs, launching meticulously crafted product packaging and aesthetic concepts. Several have even collaborated deeply with Chinese artists, designer brands, and popular entertainment IPs. This is not only a showcase of aesthetics but also a test of their localization marketing capabilities.
In this article, Luxe.CO has selected 12 international fragrance and beauty brands—L’Oréal Paris, BYREDO, Lancôme, LA MER, Clé de Peau Beauté (CPB), Estée Lauder, 3CE, Jo Malone London, Bobbi Brown, Hourglass Cosmetics, shu uemura, and THE WHOO—to examine how they interpret the beauty of China during its most significant holiday:
- Evoking nostalgia: Revisiting the millennium era with Blossoms Shanghai and small-town hometown themes
- Collaborating with Chinese artists: Incorporating fireworks, calligraphy, and pastel enamel motifs
- Partnering with Chinese designer brands: Featuring SHUSHU/TONG and SMFK
- Paying tribute to Chinese aesthetics: Highlighting elements such as peonies, lantern-lit nights, red serpents, festive fans, and phoenix motifs
Evoking Nostalgia
L’Oréal Paris: “Going Home for the New Year with L’Oréal”
French beauty brand L’Oréal Paris teamed up with brand ambassador Tiffany Tang (唐嫣) to create its first-ever Lunar New Year campaign film, The Gift (《礼物》). The short film pays tribute to Blossoms Shanghai (《繁花》), the hit TV series starring Tang, and transports viewers back to the 1990s. It tells a heartfelt New Year story about gifting, subtly reflecting the changes in Chinese family life over the decades.
In addition, L’Oréal Paris hosted a limited-time pop-up event at Shanghai’s historic Cathay Theatre, which was transformed into a nostalgic 1997 setting. Visitors could watch The Gift up close and take photos in front of vintage-style backdrops, including an old Shanghai karaoke bar, a traditional food stall, and a classic newsstand, immersing themselves in the festive atmosphere of the era.
Ahead of the Lunar New Year, Blossoms Shanghai released a special anniversary short film, Long Time No See (《好久不见》). L’Oréal Paris followed up with an exclusive behind-the-scenes video, transporting audiences back to the year 2000 when Chinese consumers were purchasing L’Oréal gift sets at Shanghai’s Printemps Department Store. Iconic elements such as the slogan “Because You’re Worth It” and the giant outdoor billboard featuring Gong Li became emblematic symbols of that era.
This Lunar New Year, L’Oréal Paris introduced a new slogan: “Going Home for the New Year with L’Oréal” (过年回老家 就带欧莱雅), evoking a deep sense of nostalgia and reminding consumers of the brand’s early days in the Chinese market.
Additionally, brand ambassadors Tiffany Tang, Elaine Zhong (钟楚曦), and Luma Grothe each filmed New Year’s greeting videos, sending festive wishes to consumers. Meanwhile, other L’Oréal Paris ambassadors, including Zhu Yilong (朱一龙) and supermodel Liu Wen (刘雯), made appearances at New Year pop-up events in Guangzhou, Xi’an, and other cities.
BYREDO: “COMING HOME”
Swedish fragrance and beauty brand BYREDO has launched its 2025 Lunar New Year limited edition collection, “COMING HOME,” embarking on a homecoming journey with Chinese artist Wei Yijuan (魏艺娟) back to her hometown in Dongpingshan, Xiamen.
The creative visuals for this limited collection were captured by photographer Lai Anni (赖安妮), a close friend of Wei and a fellow Fujian native. Through her lens, the campaign portrays the bonds of family and the deep emotional ties to home. In the quaint and serene hometown setting, Lunar New Year marks the transition from winter to spring, a time of renewal when loved ones gather and share stories.
At her ancestral home, Wei Yijuan designed the Snake Year limited-edition packaging illustration and an exclusive red envelope for BYREDO. Drawing inspiration from her hometown’s landscape, she created a graceful and dynamic snake motif, weaving through a vibrant floral scene—symbolizing abundance and the renewal of life in the new year.
Luxe.CO Insights
L’Oréal Paris’ “Going Home for the New Year with L’Oréal” campaign masterfully blends a strong sense of nostalgia and local culture into its branding, contrasting sharply with its traditionally sophisticated image. The slogan is simple, catchy, and memorable, creating a strong emotional resonance with consumers. By leveraging this contrast, L’Oréal Paris not only captured public attention but also evoked deep nostalgia among Chinese consumers.
The campaign’s connection to the hit TV series Blossoms Shanghai enriched its storytelling. The short film The Gift pays tribute to Blossoms Shanghai, transporting audiences back to 1990s Shanghai. This nostalgic approach not only deepened the brand’s ties to Chinese culture but also enhanced its relatability.
Additionally, L’Oréal Paris amplified its Lunar New Year presence through immersive offline experiences, such as its pop-up event at Shanghai’s Cathay Theatre. By incorporating authentic “Old Shanghai” elements, the brand strengthened its connection with Chinese consumers, making the campaign even more impactful.
BYREDO’s “COMING HOME” campaign continues last year’s “Coming Home Nianwei” theme, further exploring the beauty of China while infusing traditional celebrations with heartfelt emotions. In last year’s year of the Dragon campaign, BYREDO launched a limited-edition handcrafted porcelain homeware collection made in Jingdezhen, Jiangxi, demonstrating the brand’s deep appreciation for Chinese craftsmanship.
This year, BYREDO collaborated with artist Wei Yijuan and photographer Lai Anni to extend its artistic approach beyond packaging design, capturing the emotional essence of Lunar New Year in rural China. These works are not just visually stunning; they also reflect the deep longing for home and a sense of belonging that resonates deeply with Chinese consumers.
For many young Chinese people, returning to their hometowns from bustling cities during the Lunar New Year is a shared reality. BYREDO has successfully captured this subtle yet profound emotional experience through the lens of Chinese artists, bringing the brand closer to its Chinese audience.
Lunar New Year is a time of family reunions and cherished traditions, and the theme of “homecoming” holds deep cultural significance. Whether it’s L’Oréal Paris evoking nostalgia and rural hometown sentiments or BYREDO’s artistic interpretation of the homecoming journey, both brands have successfully tapped into the emotional core of the holiday. By authentically engaging with Chinese traditions and values, they have naturally fostered strong emotional connections with their consumers.
Collaborating with Chinese Artists
Lancôme × Firework Artist Cai Guoqiang
French luxury beauty brand Lancôme has partnered with renowned Chinese contemporary artist Cai Guoqiang and his custom-developed AI model cAI™ (pronounced “AI Cai”). Using Lancôme’s iconic rose as the central motif, cAI™ created an exclusive artwork, Paris Rose (《巴黎玫瑰》), through its robotic arm, which ignited colored gunpowder on canvas in an explosive display of artistry.
Cai Guoqiang is globally recognized for his gunpowder art, explosion projects, and installation works. He was the Visual Arts Director and Fireworks Chief Designer for the 2008 Beijing Summer Olympics opening and closing ceremonies.
The one-of-a-kind gunpowder rose painting by cAI™ has been transformed into the exclusive packaging design for Lancôme’s Lunar New Year “Blossoming Beauty” limited edition collection.
Lancôme also released a New Year campaign film, drawing inspiration from Paris Rose, where the imagery of the rose breaking through ice and blooming symbolizes renewal. The campaign features Lancôme’s global ambassador, Ni Ni (倪妮).
2025 marks Lancôme’s 90th anniversary, adding further significance to this special collaboration.
LA MER × Calligrapher Xu Jing
American luxury skincare brand LA MER has collaborated with renowned Chinese contemporary calligrapher Xu Jing (许静) to launch a Lunar New Year limited-edition gift box.
Describing the collaboration, LA MER stated, “Calligraphy condenses the strength of time, where each brushstroke holds the power of transformation, mirroring the skin’s renewal through day and night with our Miracle Broth™.”
LA MER also introduced a range of festive collectibles, including the “Miracle Fortune Red Envelopes” (奇迹纳福红包), the “Chinese New Year Cooling Orbs” (逸容生姿按摩锤), the “Chinese New Year Blanket” (步履生风披毯), and the “La Mer Four Treasures of the Study” (新生文房典藏).
Additionally, LA MER released a New Year short film featuring Cecilia Cheung (张柏芝), Vivian Wu (邬君梅), Wan Qian (万茜), and Naerna Xi (那尔那茜).
Clé de Peau Beauté (CPB) × Pastel Enamel Master Li Peiqing
Japanese luxury beauty brand Clé de Peau Beauté (CPB) has partnered with Chinese pastel enamel master Li Peiqing (李佩卿) to launch its 2025 Lunar New Year limited edition collection.
Li Peiqing, a leading figure in Chinese pastel enamel craftsmanship, integrated her patented techniques with contemporary aesthetics. She designed a coiling auspicious snake motif intertwined with blossoms, symbolizing strength and noble authority. This motif brings a fresh new look to CPB’s three signature skincare products.
To celebrate the collection, CPB global brand ambassador Zhang Ziyi (章子怡) starred in the campaign film.
Luxe.CO Insights
China’s rich and diverse traditional arts continue to inspire new interpretations of beauty. By collaborating with artists across various disciplines, fragrance and beauty brands gain fresh perspectives on the essence of Chinese aesthetics.
Clé de Peau Beauté (CPB) drew from the intricate craftsmanship of imperial palace arts, reviving traditional pastel enamel techniques with a modern aesthetic. Lancôme’s collaboration with cAI™ represents a fusion of technology and art, showcasing the latest intersection of AI and beauty. LA MER’s integration of calligraphy adds a profound cultural dimension to its brand storytelling. The interplay of black ink and white paper mirrors the day-and-night renewal concept of its Miracle Broth™, enriching its meaning within the Chinese cultural context.
By partnering with Chinese artists from different fields, fragrance and beauty brands modernize traditional cultural elements, creating experiences that are both contemporary and deeply rooted in heritage. Whether through advanced technology or time-honored craftsmanship, China’s traditional artistic culture is finding new expressions in the world of luxury beauty.
Collaborating with Chinese Designer Brands
Estée Lauder × SHUSHU/TONG
American luxury beauty brand Estée Lauder has once again partnered with Chinese independent designer brand SHUSHU/TONG to launch a new festive limited-edition makeup collection, blending modern aesthetics with youthful inspiration.
The collection incorporates SHUSHU/TONG’s signature floral motifs, symbolizing women’s pursuit of freedom and true love. The packaging design features lavish floral elements and delicate butterflies, embodying both a playful, youthful charm and a contemporary woman’s independent spirit.
Estée Lauder makeup ambassador Wang Xingyue (王星越) starred in the campaign film for the SHUSHU/TONG “Fluttering Heart” limited-edition collection.
This is not the first collaboration between Estée Lauder and SHUSHU/TONG—the two brands previously launched limited-edition Qixi (Chinese Valentine’s Day) collections in 2021 and 2023.
3CE × SMFK
Korean cosmetics brand 3CE has teamed up with Chinese streetwear designer brand SMFK for a limited-time collaboration. Drawing inspiration from the millennial fashion wave, the two brands infused Lunar New Year elements into their designs, introducing the “New Year’s Joy” (新禧) limited-edition collection featuring makeup products and accessories.
3CE’s brand ambassador Xu Jiaqi (许佳琪) starred in the “New Year’s Joy” campaign film, showcasing makeup looks inspired by the collection.
To further engage consumers, 3CE launched “New Year’s Luck Stations” (新禧红运站) pop-up events at several major shopping destinations across China, including Deji Plaza and Jingfeng Center in Nanjing, MixC Shenzhen, and Xicheng Hongchang Mall in Harbin.
Luxe.CO Insights
Younger generations of consumers are increasingly drawn to products that reflect their individuality and personal values. By collaborating with distinctive designer brands, beauty companies can more effectively connect with their target audiences and create products aligned with current fashion and beauty trends.
During Lunar New Year, demand for festive beauty looks surges, and Estée Lauder and 3CE have capitalized on this by partnering with trendy Chinese designer brands. These collaborations not only satisfy consumers’ desire to refresh their look for holiday gatherings but also provide a comprehensive Lunar New Year styling solution—bridging makeup with fashion to deliver a complete festive aesthetic experience.
Whether it’s celebrating women’s freedom and love through elegant florals or blending millennial nostalgia with Lunar New Year traditions, these partnerships seamlessly merge art, culture, and beauty, crafting unique brand narratives and immersive consumer experiences.
Paying Tribute to Chinese Aesthetic Elements
Jo Malone London: Peony
British fragrance house Jo Malone London drew inspiration from traditional Chinese ink painting techniques, using the meticulous gongbi (工笔) style to craft the “Flourishing Blooms” Lunar New Year limited collection.
The “Peony & Blush Suede” home fragrance series blends the rich floral scent of peony with the crispness of apple and the warmth of suede. The product packaging features hand-painted peony illustrations using the mogu (没骨) technique, a traditional Chinese brushwork style that creates a delicate, ethereal effect.
To bring the collection to life, Jo Malone London produced a series of video shorts incorporating Chinese New Year traditions, such as paper-cut window decorations and ink-wash-style animations. The brand also invited fragrance ambassador Ren Jialun (成毅) to star in the campaign.
In addition, Jo Malone London partnered with The Ritz-Carlton Beijing to create a special “Flourishing Blooms” afternoon tea experience.
BOBBI BROWN: Light the Night
American makeup brand BOBBI BROWN introduced the “Light the Night” Lunar New Year limited collection, inspired by the magnificent spectacle of traditional Chinese lantern festivals. Blending classical Chinese aesthetics with modern elegance, the collection features the custom-designed “Lunar Lights,” a four-shade eyeshadow palette created exclusively for China.
BOBBI BROWN’s global brand ambassador Liu Shishi (刘诗诗) starred in the New Year campaign, presenting festive beauty looks for the season.
To further engage consumers, BOBBI BROWN launched the 2025 “Brow Luck” eyebrow and eye makeup service, which customers can book via the brand’s WeChat mini-program.
Hourglass Cosmetics: Hourglass Ambient Lighting Edit Unlocked – Snake
Luxury American makeup brand Hourglass Cosmetics introduced the Year of the Snake limited-edition Red Snake Palette, exclusively available in China. The design features a striking red snake illustration by British artist Katie Scott, bringing a contemporary artistic touch to traditional zodiac symbolism.
Hourglass hosted the “Vegan Red” exhibition at the Rockbund Bund Origin Lanxin Building in Shanghai to celebrate the launch, showcasing its latest product innovations.
shu uemura: Elusive Flare
Japanese artistry-inspired beauty brand Shu Uemura launched the 2025 “Elusive Flare” limited collection. The collection’s layered red tones symbolize prosperity and celebration, reflecting the vibrant energy of the Lunar New Year.
Shu Uemura also designed two festive makeup looks: “Endless Luck” (红运连连) and “Graceful Fan Dance” (扇舞翩翩). Customers can visit Shu Uemura’s retail stores across China to experience personalized Lunar New Year makeup trials.
THE WHOO: Phoenix
Korean luxury skincare brand THE WHOO collaborated with the Dunhuang Museum once again to release a special Lunar New Year edition of the Bichup collection. The design draws inspiration from Dunhuang art’s mythical phoenix, featuring a gold-gilded celestial bird with flowing tail feathers as the packaging’s focal element.
This marks the second collaboration between THE WHOO and the Dunhuang Museum, following their September 2024 release of a Bichup collection limited-edition gift set, which was unveiled at an event in Shanghai’s Columbia Circle.
Additionally, THE WHOO launched a special co-branded gift set inspired by the hit TV series Flourished Peony (《国色芳华》), starring THE WHOO’s global brand ambassador Li Xian (李现). The drama vividly recreates the grandeur of the Tang Dynasty, making it a perfect fit for THE WHOO’s refined, imperial-inspired brand image.
Ahead of the Lunar New Year, THE WHOO also unveiled the “Palace of Beauty” pop-up event at Shanghai Jiuguang Long Street, showcasing its year of the Snake limited-edition gift sets. The immersive space, designed in auspicious shades of Chinese red, embodied traditional Eastern elegance and festive spirit. An interactive area featured “Blessing Collection” experiences, where guests could participate in calligraphy sessions, write fortune characters, and draw New Year’s wishes.
Luxe.CO Insights
Chinese culture is rich with auspicious symbols, and fragrance and beauty brands have embraced a wide variety of Lunar New Year motifs, resulting in a truly diverse and creative lineup.
Notably, fragrance and makeup brands have not only incorporated Chinese aesthetic elements into their packaging but also infused these elements into their product formulations. For example, Jo Malone London captured the scent of peonies, while BOBBI BROWN and Hourglass Cosmetics introduced China-exclusive makeup palettes in festive shades, and Shu Uemura curated customized Lunar New Year makeup looks.
Beyond product innovation, these brands have brought their festive concepts to life through immersive in-person experiences. From Hourglass’s “Vegan Red” exhibition to THE WHOO’s interactive “Blessing Collection” pop-up space, brands successfully combined their luxury aesthetics with the warmth of Chinese New Year traditions, creating engaging, culturally resonant experiences for consumers.
| Image Credit: Official WeChat and Weibo accounts of the respective brands
| Editor: Zhu Ruoyu
