The New Characteristics Of Chinese Cosmetics Brand Color Performance

Brand is one of the basic standards to measure the degree of cognition to the outside ofenterpirses and products, which can bring the owner intangible value-added assets. Asthe root of the brand its image plays the role of message conveyer and cognition spreader.The brand color does not only possess aesthetic value, but it occupies an importantposition in the brand image, which, at the same time, lets consumers immediatelyperceive the spirit of enterprise and positioning, enrich enterprise visual image, producethe physical property and non-physical property value of the brand by means of the mostinspirational and appealing way of transmission on the basis of the unified brand visualand contour graphics.Chinese cosmetics market is semi-mature market with enormous potential development,which boasts a good line of cosmetics sales revenue, a large amount of brands, strongpurchasing power of the local consumer. However, despite what is mentioned before, thetruly famous Chinese authentic cosmetic brand is the rarest of the rarest while the majorityof the market share is occupied by foreign cosmetic brands. In addition to the technicalquestions such as the quality and the service of the product itself, the brand image andcolor between authentic cosmetics and foreign cosmetics is also the key of the large gapAnd good brand color can help local cosmetics construct mature brand image, and easilystand out and popular among other cosmetic brand competition, and also can, to thelargest extent, strengthen public perception and transmission rapidly.With the globalization of Chinese cosmetics market in recent years, domestic cosmeticbrand and brand effect has also been attached great impotrance to. A growing number ofbrand colors of Chinese cosmetic brand have been gradually known to all as their owncharacteristics and personality. But consumers’ pursuit for cosmetic products and brandaesthetic feeling is far from being satisfied. The development of science and technologywill undoubtedly accelerate the upgrading of society and the market, and thus the’emerging peoples pursuit of aesthetic trend is way beyond oirginal brand image andbrand color of most of the local cosmetic brand.In compliance with the development of the era, the mature cosmetic brand color, to someextent, plays a guiding role in the product circulation of the enterprise, and bring premiumand intangible added-value assets to the construction of local makeup brand image, thusnarrowing the gap compared to foreign cosmetic brands. And enduring and aging brandcolor will only have a negative impact on the its brand and market of the enterprise.Therefore, this dissertation intends to the research of the development of Chineseauthentic cosmetic brand color. Through long-term analysis of development of Chinesecosmetic brand color and compairson, vairation between new and old features, andsummarizes the present brand characteristics of Chinese cosmetic brand while exploringthe trend of the development of the future Chinese cosmetic brand color, so that it can be properly applicable to practice of design.During data collection and research, it can be concluded currently that the color ofChinese authentic cosmetic brand are intermingled, without forming the brand color in areal way, but preoccupied by product packaging and pirnt ads with a strong sense oftradition, exquisiteness, splendor in part; After the reform and opening up, countless newcosmetic brand sprang up, but due to the restrictions from external environment (timebackground, social productivity is weak, etc.), the brand color was then not unified, withhigh integral color lightness and purity, but slightly rough, and simplified; Starting from themid and late ninety’s, with the penetration of foreign mature cosmetic brand, the brandcolor began to be paid attention to and spread away. Chinese local brand color alsobegan to form its own scale, and gradually disclosed its distinguished brand temperament;In present, Chinese cosmetic brand colors tends to be professional and mature, which canbe roughly concluded into five characteirstics： digitalization, diversification and splendor,simplification and emotionalization.And the factors that influence the development of Chinese cosmetic brand color can bepreliminarily divided into the restriction of the external environment, variation and theintrinsic factors of Chinese cosmetics enterprises for their own development needs, etc.China is the stage of rapid development. Under the dual factors of fierce competition in themarket and development of the enterprise itself, the future of Chinese cosmetic brandcolor will gradually narrow the gap with foreign classic cosmetic brand color, with both ofthe co-existence of ethical and international elements, which strengthen thecharacteirstics of emotional pursuit, and more attention paid to the positioning accuracy ofdifferentiating brand color. At the mean time, it also will gradually ascend the intirnsicaesthetic qualities of Chinese authentic cosmetic brand color.