L'Oréal has partnered with Song Art Museum and renowned contemporary artist Zhang Xiaogang to launch an immersive youth aesthetic education program titled "The Way of Beauty".
Recently, Beijing – Marked by the grand retrospective solo exhibition The Reader and the Author by contemporary artist Zhang Xiaogang, L'Oréal China, in collaboration with Song Art Museum, officially launched the immersive youth aesthetic education program "The Way of Beauty · The Reader and the Author".Distinguished guests attending the event included artist Zhang Xiaogang, curator of the exhibition Cui Cancan, Li Kefei, Executive Director of Song Art Museum, Lan Zhenzhen, President of Public Affairs for L'Oréal North Asia and China, reading influencer Du Liang, art critic Ju Baiyu, among other notable figures.
Scene of "The Way of Beauty" Salon. Guests from left to right: senior art critic Ju Baiyu, artist Zhang Xiaogang, Lan Zhenzhen, President of Public Affairs for L’Oréal North Asia and China, reading influencer Du Liang, and curator Cui Cancan.
The exhibition The Reader and the Author opened at the Song Art Museum on September 13. As Zhang Xiaogang’s largest solo exhibition to date, it features nearly 400 artworks spanning from 1975 to 2025 across diverse mediums. Through the dual perspectives of "the reader" and "the author", the exhibition explores the relationship between the times, art history and the individual.As the "Youth Aesthetic Education Partner" of this initiative, L’Oréal China has joined hands with the Song Art Museum to support free admission to the exhibition for all students. Furthermore, on September 14, centered around the themes of "Enlightenment of Beauty, Sublimation of Beauty and Symbiosis of Beauty", the two parties jointly created the immersive youth aesthetic education program The Way of Beauty · The Reader and the Author, integrating an art salon, themed guided tours, a large-scale collaborative painting session and other engaging activities. The program encourages the public, especially students, to shift freely between the roles of "reader" and "author", and to dare to become co-creators of beauty.
Lan Zhenzhen, President of Public Affairs for L’Oréal North Asia and China, stated:“Leveraging the profound venue of Song Art Museum, the elevated artistic content of Zhang Xiaogang’s works, and L’Oréal’s extensive reach, the three parties have joined forces. We hope to achieve mutual empowerment between art and public aesthetic education, and help more people explore ‘the answer to beauty’.‘The Way of Beauty’ represents L’Oréal China’s profound interpretation of ‘beauty’ in this era. We are committed to enabling more young people to engage with art, experience beauty and create beauty through diverse forms, truly realising the goal of ‘The Way of Beauty, known to all’.”
The event "The Way of Beauty · The Reader and the Author" kicked off with a morning yoga session among the pines, allowing participants to embrace a full day of immersive aesthetic education with a light and relaxed mind and body.
As a special highlight of the experience, L'Oréal China invited a number of cross-border guests to deliver a series of distinctive themed guided tours titled "The Reader and the Author". These sessions encouraged the audience to explore further possibilities of aesthetics.
From their unique perspectives, the guests connected art with daily life, leading participants along the exploratory path of "The Way of Beauty". Within Zhang Xiaogang’s artworks, the audience gained insight into how beauty is deeply intertwined with history and culture, a better life, social economy, and international exchange.
Aunt Chen Shaoqin, a celebrity guide born in the 1950s, led the audience on a tour of the exhibition The Reader and the Author.
Young students gain insights into the enlightenment, sublimation and symbiosis of beauty through the artworks of Zhang Xiaogang.
During the afternoon group painting session with over a hundred young participants, everyone created their own vision of beauty, transforming from "readers" into genuine "creators". Amid collective creation, sparks of inspiration ignited, allowing them to truly embrace the idea that "everyone is a creator of beauty", and achieving resonance and the sharing of beauty.
Young people turn expired cosmetics into artworks, giving waste a new life.
Right after the group creation activity, The Way of Beauty Salon was held, where several prominent figures in the art field were specially invited to share their insights with young people and art enthusiasts. It is hoped that through sincere dialogue, art and beauty, which once seemed distant, can truly integrate into daily life.In the evening, the renowned pianist Luo Wei delivered a wonderful piano recital, using melodious and beautiful tunes to draw a romantic and perfect conclusion to this 12-hour non-stop aesthetic education journey.
Pianist Luo Wei brings a romantic and perfect conclusion to the full-day immersive youth aesthetic education journey.
The Way of Beauty Salon, the highlight of the event, was hosted by senior art critic Ju Baiyu. It featured a cross-border dialogue with artist Zhang Xiaogang, curator Cui Cancan, Lan Zhenzhen, President of Public Affairs for L’Oréal North Asia and China, and reading influencer Du Liang.Drawing on their respective professional fields, the four guests explored "Enlightenment of Beauty", "Sublimation of Beauty" and "Symbiosis of Beauty". They discussed the diverse expressions of beauty in painting, curation, literature and daily life, as well as how to discover and present unique cultural beauty at the intersection of globalization and personal identity.They shared their first moments of being profoundly moved by beauty and how those experiences shaped their life choices. The conversation emphasized that the pursuit of beauty is a universal and equal pursuit, not limited to artists, but dependent on each individual’s perspective and vision.More than a warm and sincere afternoon tea chat, this was an inspiring reflection on the relationship between aesthetics, the times and the individual. It aimed to encourage young audiences to bravely explore and create beauty that resonates with the era.
Group photo of guests and the audience at "The Way of Beauty" Salon
Li Kefei, Executive Director of Song Art Museum, stated:"Song Art Museum is committed to the promotion of Chinese contemporary art and aesthetic education. This is highly consistent with L’Oréal’s systematic thinking on 'The Way of Beauty' and its practice of actively connecting with the public and spreading beauty.This collaboration with L’Oréal and Mr. Zhang Xiaogang is an excellent practice where all parties give full play to their respective strengths.We hope that through such joint efforts, more people will be able to approach art, experience the power of beauty, integrate beauty into public life, and advance the continuous development of aesthetic education."
On the occasion of the Group’s 115th anniversary, L’Oréal introduced the global philosophy “Essentiality of Beauty”, which has been specially interpreted in China as “The Way of Beauty” — integrating the universal concept of beauty that transcends language and culture with the “Dao” rooted in Eastern philosophy.This immersive aesthetic education experience, The Way of Beauty · The Reader and the Author, forms a key part of L’Oréal China’s “The Way of Beauty” series of initiatives.
Previously, L’Oréal Group partnered with the National Museum of China to present the cultural collaboration The Way of Beauty · A Path to Beauty. The project selected 32 precious cultural relics from the museum’s collection, and reinterpreted their narratives around the evolving characteristics of Chinese aesthetics across eras. Through an innovative model combining offline guided tours and interactive online mini-programs, it broke the physical boundaries of exhibitions, created a mixed-reality “Way of Beauty” visiting route, and delivered diverse and enriching aesthetic experiences to the public.
