High-end Chinese skin care brand cooperates with “XIHAN Action”, a non-profit project dedicated to preserving and restoring cultural heritage, to bring Nanjing brocade to the Herborist Festival, unveiling the limited edition of brocade gift box created for this year’s Herborist Festival on April 17. Consumers received the brocade gift box through China’s popular online shopping platform “Tmall.com”, or in offline stores of Herborist. Besides China, consumers in Paris went to Herborist’s flagship store at No. 38 Avenue de l’Opera, to enjoy benefits of the Herborist Festival. The Herborist Festival on April 17 was set to commemorate the first Herborist overseas flagship in Paris launched on April 17, 2015.
Herborist was established in 1998 after years of research on Chinese herbal medicine and ancient beauty secret recipes. By leveraging the modern cutting-edge technology, Herborist has extracted the essences of herbs that are purer, fresher, safer and more stable than those used by ancient Chinese people and has applied them in its product development. Herborist has thus become the first brand that truly applies Chinese herbal formulas in skin care products, which in a way inherits and rejuvenates the herbal culture, opening a new chapter in the herbal skin care sector.
With deep endorsement of the Chinese culture, Herborist not only explores the China market, but also has officially entered the European market after obtaining EU certification in 2008. On April 17, 2015, Herborist opened its first overseas flagship store in Paris in hopes that more western consumers will get to know and fall in love with herbal skin care, as well as the Chinese culture.
Herborist has long been committed to disseminating and preserving the Chinese culture. For example, it collaborated with the inheritor of the filigree inlaying technique, a national intangible cultural heritage, to design an upgraded flower totem that is applied in the packaging of the third-generation product of Herborist. It has also launched a limited edition of Tai Chi Capsule packaging based on the twelve ancient beauties. The art design of the packing was supervised by the Palace Museum in Beijing. In the 2016 Herborist Festival, Herborist collaborated with “XIHAN Action” for the first time to provide support for the Beijing embroidery preservation project, an effort to protect intangible cultural heritage by applying the traditional classics in the modern world.
In 2017, Herborist cooperated again with “XIHAN Action” to bring Nanjing brocade to the festival. Jiang Yiyan, a famous Chinese actress, was invited to unveil the limited edition of brocade gift box created for this year’s Herborist Festival on April 17, offering an opportunity for everyone to get a touch of the beauty of brocade.
Nanjing brocade is the most famous one among China’s top four traditional brocades and it used to be royal tribute in the Yuan, Ming and Qing dynasties. It is made of mulberry silk, gold and silver lines and peacock feathers. Looking splendid, as pretty as the rosy clouds, brocade represents the highest standards for Chinese silk weaving technique. In 2009, Nanjing brocade was officially listed in the UNESCO Intangible Cultural Heritage List.
However, today’s mechanized production leaves little room for development of this ancient weaving technique that relies on manpower. To recover this missing beauty, Herborist launched the limited edition of brocade gift box in cooperation with XIHAN Action’s brocade protection program, to give Chinese culture a new life in the new era. Inspired by the traditional Nanjing brocade, the work presents an exquisite and elegant limited edition design by merging natural vegetation elements and balancing traditional and modern aesthetics.
This year’s April 17 Herborist Festival was the first one celebrated through omni-channels. Herborist worked with Tmall.com, the No. 1 shopping website in China, to engage with consumers through offline and online channels in China as well as in western countries. From the online side, Herborist worked with the “Tmall Super Brand Day”, and leveraged Tmall’s online resources, to conduct live stream of celebrities, providing diversified channels for consumers to interact with the brand. In addition to the online resources, multiple offline sales channels have carried out activities around the theme “Herborist Festival on April 17, Beauty of Oriental Brocade” too. Offline stores in China and western countries arranged themed displays, and different channels provided brocade gift boxes in different colors, specifications and with different products. For more information about activities and gift box of the festival, you can visit the Herborist store on Tmall.com, or Herborist offline stores in China or abroad, including the flagship store in Paris.