Vanishing Cream And Modern Shanghai Societ

Xuehua Cream is a kind of daily cosmetics and skin care products that were popular in Shanghai in the first half of the 20 th century.Because of its mild and moisturizing characteristics,it has the effect of protecting skin,whitening and brightening skin,and is widely welcomed by modern women.When people mention the cream,they always think of its characteristics of "fragrant,soft and white" : "fragrant but not greasy,moist but not dry".After the port opening,a large number of imported goods poured into Shanghai.At the end of the 19 th century,the British trademark "Hazeline Snow" quickly occupied the Shanghai cosmetics market,which was hit by the west wind and rain.Xuehua Cream,a name with both shape and spirit,is precisely translated from the brand.The appearance of imported Xuehua cream has impacted the traditional cosmetics industry in China and promoted the modernization transformation of the cosmetics market in Shanghai.In the process of product expansion,Xuehua cream has gone through a process from outside to having a foothold in Shanghai,and then to popularity.The process of taking root in modern Shanghai has the characteristics of the times.On the one hand,the weak awareness of property rights in the traditional Chinese business environment has led to large-scale counterfeiting of alabaster trademarks and product formula leakage;On the other hand,some Chinese businessmen saw that Xuehua cream was profitable and created local cream brands to compete with imported cream.The leakage of Xuehua cream product formula promoted the growth of local Xuehua cream to a certain extent.At the same time,local Xuehua cream brands have gradually turned alabaster into popular cosmetics by using modern industrial production methods,unique packaging styles and relatively low prices.The popularity of Xuehua cream can not be separated from the social culture of modern Shanghai,but also has a shaping effect on modern Shanghai culture.In the first half of the 20 th century,Xuehua cream manufacturers released a large number of commercial advertisements mainly through newspapers and periodicals by making use of advertising and other means of publicity.These advertisements are ingeniously integrated with the consumption culture of modern Shanghai,and thus have a good effect.At the same time,the price reduction promotion activities and the segmentation of categories are also important means to improve the commercial efficiency of Xuehua cream.Local Xuehua cream brands deeply explore the social and cultural attributes of Xuehua cream to expand publicity: First,as a skin care cosmetics,Xuehua cream is naturally biased towards female groups in terms of gender attributes,but also has penetration into male groups;Second,the medicinal properties of Xuehua cream for skin care and beauty are in line with the pursuit of the Chinese people at that time to "strengthen the body";Third,like other domestic brands,domestic Xuehua cream has actively participated in the "national product" movements and advertised its "national product" status;Fourth,the manufacturing process of Xuehua cream is relatively simple,so in the first half of the 20 th century,as a typical chemical experiment topic,it entered the middle school classroom,further promoting its popularization process.To sum up,Xuehua cream of modern China has skillfully integrated its product value into the elements of gender characteristics,the need for physical fitness,national interests and rights,and scientific popularization,which has promoted its spread and popularity.Moreover,the process of integration is not completely passive.Xuehua cream manufacturers have actively used advertising,newspapers and other media to actively promote and create social culture that is beneficial to themselves.It can be said that Xuehua cream’s own publicity has also contributed to the popularity of these consumer cultures in modern Shanghai.Until today,Xuehua cream often appears in people’s vision.With its long history and rich cultural connotation,it has become a cultural symbol that embodies the style of modern Shanghai.