这家外企的“长期主义”已是Next Level：欧莱雅的“美之道”
双语君约 10 分钟中国凭借其充满活力的消费环境、快速发展的科技实力以及不断壮大的中等收入群体，已成为欧莱雅集团最重要的战略增长引擎之一，集团将继续加大在华投资，深耕中国市场，欧莱雅集团CEO叶鸿慕在近期接受《中国日报》专访时如是说道。
欧莱雅始终坚定地致力于服务中国市场，并认识到中国在全球美妆行业发展中扮演的关键角色。中国充满活力的消费格局、快速的技术进步和不断壮大的中产阶级，为美妆行业的发展和创新提供了独特的机遇，成为欧莱雅的战略重点。
叶鸿慕说：“展望未来，我们将聚焦三大增长领域：加速下沉市场布局、收获更多Z世代、男性及银发族等新兴消费群体以及强化我们的创新优势。”
He pointed out that Gen Z consumers are not just fueling the growth of China's vibrant beauty market, but defining it. They are trendsetters, digitally savvy and remarkably literate about beauty products.
Besides, male consumers represent a substantial opportunity for growth, with over 50 percent of Chinese men regularly using facial skincare products. Not to be left behind is the boomer generation, or the silver-haired consumers, which represents a significant, growing market.此外，欧莱雅观察到，中国二三线及以下城市展现出非凡的消费韧性。国家统计局去年7月零售数据显示，重庆、苏州、长沙等二三线城市及旅游城市美妆销售增长势头强劲。“中国的低线城市有着强大的增长潜力，这催生了对高品质商品、服务，包括国际品牌及新购物体验的需求。”叶鸿慕说。
L'Oréal said it has seen remarkable consumption resilience from second-, third- and lower-tier cities. Second- and third-tier cities, as well as tourist destinations such as Chongqing; Suzhou, Jiangsu province; and Changsha, Hunan province, have indicated robust growth trends of beauty products, according to retail sales data by the National Bureau of Statistics in July last year.
"Lower-tier cities in China represent the greatest growth potential. This is fueling a demand for higher-quality goods and services, including global brands, and new shopping experiences," Hieronimus said.
欧莱雅中国去年持续在新兴城市开设新店
"L'Oréal will continue to invest in China, as investing in China is investing in the future," Hieronimus said.
Last year, the group increased its investment in the Chinese market across many fields. These include the group's first smart operation center in Suzhou, which aims to enhance supply chain flexibility and capacity to meet the growing demands of the e-commerce market, as well as investment in the company YesSkin to seize new opportunities in medical aesthetics.
欧莱雅中国苏州智能运营中心
“美”与中国前所未有地“心心相系”
At L'OréalChina's Annual Result Press Meeting which was held recently, Vincent Boinay, president of L'Oréal North Asia Zone and CEO of L'Oréal China said: "L'Oréal's purpose of creating beauty aligns with Chinese consumers' growing aspiration of a better life. We firmly believe that investing in China is investing in the future. With a long-term commitment, we will continue to expand our presence in China, seizing opportunities from beauty's socioeconomic impact, enhancing our proximity to Chinese consumers, and elevating the game with strategic investments. Let's embark on a new journey in the beauty galaxy."
2025年，欧莱雅将启动“美丽跃升计划”（Beauty Stimulus Plan）, 通过一系列投资组合，为中国美妆的未来奠定基础。此计划将聚焦以下几个领域：
In 2025, the company will launch the Beauty Stimulus Plan – a portfolio of investment to lay the foundations for the future of beauty in China. The plan will focus on the following areas.
1.消费者与文化：关注新兴消费群体，如Z世代、55岁上以上的熟龄消费者和男性。欧莱雅将引进更多能激发消费者向往的品牌，包括Miu Miu Beauty和Dr. G，并将致力于整合线上线下（O+O）体验。高档化妆品部将继续在开设线下门店，延续2024年165家新店的势头。欧莱雅也将继续作为“全勤生”继续参加即将到来的第八届进博会，借此平台发布全球新品。
Consumers & Culture: L'Oréal will focus on emerging consumer groups such as Gen Z, boomers and men. We will introduce more aspirational brands including Miu Miu Beauty and Dr. G. and work on integrating "online plus offline" experiences. The luxury division will open more stores, building on the year 2024's momentum of 165 store openings. At the upcoming 8th China International Import Expo, L'Oréal, with its unbroken participation record, will launch new products globally.
第七届进博会上
欧莱雅是第一家呈现人文快闪大秀的企业
2. 未来人才：欧莱雅集团一直以来对于青年人才招募及培养的脚步从未停歇，通过BRANDSTORM全球青年创新策划大赛、“美好青年计划”、“有意思青年”等多元项目全方位助力人才成长。
Future Talent: L'Oréal is committed to promoting employment, empowering the youth and nurturing talent through BRANDSTORM, Youth Fun and other projects.
欧莱雅集团持续为青年人才提供就业机会
不久前，叶鸿慕走进上海的复旦大学校园，深度参与中国校园音乐会——一场以“美的万有引力”之名的草地音乐节“欧米声浪会”，与青年们共同唱响“美”的未来。
Hieronimus visited the Fudan University in Shanghai not long ago to participate in a campus music gala themed around "Magnetism of Beauty". He joined the young people in celebrating the future of beauty.
“美的万有引力”欧米声浪会
叶鸿慕表示：“非常兴奋以这么‘有意思’的方式与青年们聚在一起，共享这场青春与美的音乐盛会。在欧莱雅，我们被‘创造美，让世界为之所动’这一使命所蕴含的无限可能所深深吸引。美能够跨越时间与文明，吸引并激励我们成为更好的自己。而青年则是塑造未来之美蓝图的关键力量。我们期待与更多创变青年携手，奔赴美的宇宙，共同探索美的未来。”
"It's great to be here in the company of such bright, young talent," Hieronimus said. "At L'Oréal, we are attracted to the possibilities that come with 'creating the beauty that moves the world'. Beauty is a powerful force that has inspired people across centuries, civilizations and cultures, to be the best version of themselves. And talent will help shape the future of the beauty industry. So don't wait, build that rocket ship and let's travel through this beauty galaxy together in search of new stars."
3. 创新与可持续发展：今年是欧莱雅中国研发和创新中心成立20周年。其主张“全球芯，中国心，未来兴”，在今天依然具有重要意义。欧莱雅致力于通过研发和开放式创新加速创新，利用全球专业知识和本地洞察力，为中国市场共同创造定制化的美妆解决方案。欧莱雅还将加快可持续发展领域的合作，并在更广泛的美妆生态系统中推动可持续创新。
Innovation & Sustainability: This year marks the 20th anniversary of L'Oréal Research and Innovation Center in China. Its motto, "innovating in China, for China, inspiring the world" is still of great significance today. L’Oréal is committed to accelerating innovation through R&D and open innovation and leveraging global expertise and local insights to tailor beauty solutions for the Chinese market. L'Oréal will also strengthen partnerships in sustainability, and spur sustainable innovation within the wider beauty ecosystem.
欧莱雅中国研发和创新中心
已成为集团全球七大研发枢纽之一
4. 生态圈建设：继续举办“BIG BANG美妆科技共创计划”，与初创企业进行开放式创新，今年将新增“创变可持续”赛道。近日，欧莱雅中国成立了两大全新投资基金，致力支持中国美妆新势力品牌及相关行业企业，在中国乃至全球蓬勃发展——与凯辉基金和上海静安区合作成立的基金，将重点投资处于成长阶段的美妆品牌和相关企业，另一支基金由天图投资管理，与欧莱雅集团战略创新风险投资基金公司BOLD合作，旨在投资同领域的早期公司。
Ecosystem: L'Oréal will continue the "BIG BANG Beauty Tech Innovation Program" this year to foster opening innovation with startups and it plans to add the "Sustainability" track.
L'Oréal China established two new investment funds recently which are dedicated to supporting burgeoning Chinese beauty brands and related companies, fostering their growth in China and beyond. The first fund, launched in partnership with Cathay Capital and Shanghai's Jing'an district, will focus on investing in growth-stage beauty brands and related businesses. The second fund, managed by Tiantu Capital in collaboration with BOLD, the venture capital fund of L'Oréal, aims to invest in early stage companies within the same sector.
中国极具活力的美妆行业，正是“美”带来的巨大社会经济影响力的生动写照。以欧莱雅中国为例，据法国知名的独立经济咨询公司Asterès统计，其直接或间接提供就业岗位超33万，相当于每一个欧莱雅中国的岗位，可以带动其他领域新增20个岗位，是中国全行业平均就业乘数的8倍。
China's dynamic beauty industry is a testament to the significant socioeconomic impact of beauty. A study by Asterès shows that L'Oréal China supports over 330,000 jobs, with each direct job creating 20 additional jobs across the economy—eight times the national average.
欧莱雅北亚及中国公共事务总裁兰珍珍表示：“美妆的意义远不止于消费，它更是中国经济社会跃升的翅膀，推动企业壮大，消费旺盛，行业共荣，社会向善；在今天和未来，美与中国的发展将更加前所未有地‘心心相系’——这就是我们始终坚信的‘美之道’”。
"The significance of cosmetics extends far beyond consumption—it serves as wings for China's socioeconomic advancement, while driving corporate growth, boosting consumption, and promoting the industry's common prosperity and social progress," said Lan Zhenzhen, president of Public Affairs of L'Oréal North Asia Zone and L'Oréal China. "Today and in the future, beauty and China's development will be more 'heart to heart' interconnected than ever—this is the 'Essentiality of Beauty' we firmly believe in."