As one of the most influential and prestigious international film festivals, the annual Cannes Film Festival is a major event in the film industry and a global trendsetter, showcasing cutting-edge fashion trends and star styles.
CHAILEEDO noticed that at the recently held 77th Cannes International Film Festival, the Chinese beauty brand Chando frequently made headlines. Many celebrities were seen carrying and using Chando products while attending the Cannes Film Festival to maintain their best appearance. Undoubtedly, this move has also spread the power of Chando’s oriental aesthetics overseas.
In the increasingly fierce beauty competition, Chinese beauty brands are beginning to stand out globally with their profound cultural heritage and modern interpretations of oriental aesthetics. Chando is a prime example of this.
Chando Makes Frequent Appearances at the Cannes Festival
Dressed in an oriental ink-wash dress and showcasing radiant, flawless skin, Chinese actress Zhang Li graced the red carpet at the 77th Cannes Film Festival. Chando’s star products were Accompanying her, including the sixth generation of the Purple Bottle, Polar Water, Niacinamide Ampoule Mask, and a new makeup line. These skincare essentials helped her achieve a glowing look before the red carpet, perfectly embodying natural oriental beauty under the cameras.
It is reported that at this year’s Cannes Film Festival, Chando implemented a series of innovative marketing strategies aimed at showcasing the allure and strength of Chinese beauty brands to the global film community. For instance, Chando produced a mini-documentary capturing Zhang Li’s significant moments at the Cannes Film Festival. Each moment integrated the use of Chando products, such as morning and evening skincare routines and quick touch-ups before attending events.
In addition to collaborating with celebrities, Chando also set up a makeup trial station at Cannes, displaying star-favorite products in designated areas. These included essential skincare, foundation, and lip products for red carpet looks.
Many netizens commented, “So beautiful, especially with the Chinese style,” “This brings Chinese culture to the international stage,” and “I want the Cannes edition.”
The Practitioner of Spreading the Values of Oriental Aesthetics to the World
In the past decade, Chinese cosmetics have tirelessly explored and promoted Chinese culture, gradually shifting from imitation to innovation, from following to leading. In the process of advocating “Oriental beauty,” Chinese cosmetics have not only successfully captured domestic consumers but also showcased the cultural confidence and innovation capabilities of Chinese brands to the world.
Established in 2001, Chando has been a homegrown brand for 23 years and is also a natural high-tech brand originating from the Himalayas. Years of dedicated research and development efforts have successfully shaped its three major characteristics: “Himalayas, Oriental aesthetics, and technological leadership.” Its in-depth research and exploration of Chinese traditional culture and the Himalayan region serve as the creative source for its advancement towards becoming a super brand.
For example, Chando has sold 80 million bottles of Ice Spring Water, which is a star product made from pure glacial water sourced from the Himalayas at an altitude of over 5000 meters. The product packaging design is inspired by the shape of the Himalayan peaks, and the color of the Himalayan sky is used for the product packaging. The product’s nickname, “Glacier Water Toner,” is derived from the description in Zhuangzi’s A Happy Excursion: “There is a divine being dwelling on Mount Miaoji in Ku County, with skin like ice and snow, and demeanor like a maiden.”
Not only that, but Chando’s brand slogan, “You are inherently beautiful,” also comes from the traditional Chinese literature, Laozi’s “Tao Te Ching”: “All in the world know beauty as beauty, and when they see what is not beautiful, this is ugliness.” This conveys the idea that beauty is unique because it is different, and everyone is a unique masterpiece.
It is understood that Chando advocates Oriental aesthetics, focusing on the skin types and aesthetics of Oriental people. As a representative of Chinese cosmetics, Chando not only meticulously crafts its products but also consistently integrates Oriental aesthetics into its products, helping Chinese-style cosmetics go global.
For example, in 2021, Chando launched the Tiananmen Square x Chando Spring Festival cultural and creative products based on Chinese traditional culture, praying for blessings from Tiananmen Square. In the same year, Chando also created Tiananmen Square cultural and creative products, aiming to organically combine the essence of historical culture with modern marketing and innovative products.
It can be said that Chando has always been committed to integrating the spirit of Oriental aesthetics into every aspect of the brand. Therefore, Chando’s confidence is evident in its willingness to enter international fashion events like the Cannes Film Festival.
It is worth mentioning that Chando has already stepped beyond national borders to convey the story of Chinese cosmetics to the world.
It is reported that as early as 2016, Chando had expanded into regions such as Australia and Southeast Asia through cross-border e-commerce. Furthermore, in 2018, Chando Group officially launched its overseas expansion strategy, with several brands under its umbrella entering foreign markets in addition to Chando itself.
The Perfect Integration of Oriental Aesthetic Art and Technology
Chando not only considers it a mission to “spread Oriental aesthetic to the world” but also consistently adheres to the perfect integration of Oriental aesthetic art and cutting-edge global technology. Starting from the cultural, dietary, and skin characteristics of Oriental people, it aims to provide consumers with products and services of world-class quality that offer extraordinary sensory experiences.
Based on this foundation, Chando has been creating one high-quality product after another, with the Chando Rejuvenation Repairing Essence being a typical representative.
As is well known, the core ingredient of the Chando Rejuvenation Repairing Essence, “HiMurchaSin,” is sourced from the depths of the Himalayas. It is worth noting that recently, based on revolutionary technological breakthroughs related to “HiMurchaSin,” the first domestic intelligent fermentation material, “HiMurchaSin® Fermentation Filtrate + Solubilized Cell Materials,” has been launched. This breakthrough has led to the introduction of the sixth generation of products for the Chando Rejuvenation Repairing Essence.
In addition to adding Ximomor® Fermentation Filtrate and Solubilized Cell Materials, the sixth generation of the Rejuvenation Repairing Essence also incorporates 99% high-purity L-cysteine, with a concentration increased by 10 times. This enhancement endows the new generation of the Rejuvenation Repairing Essence with stronger antioxidant capabilities. It is also formulated with small molecule peptides and tranexamic acid to complement the antioxidant matrix, achieving a gentle and radiant effect.
According to third-party human efficacy verification results, after using the sixth generation of the Rejuvenation Repairing Essence, over 97% of participants acknowledged an immediate tightening effect, while skin elasticity increased by 10% after 12 hours of use.
Continuously innovating and leading the way, Chando’s development strategy and brand philosophy highlight the importance of integrating Oriental aesthetics with modern technological innovation. This is the key to its continued leadership in the industry. Cultural confidence and the spirit of innovation are not only the business cards that Chando presents to showcase its image but also the passport for the brand to enter broader markets.
