THE WHAT? L’Oréal has issued an apology over the marketing promotions of its new brand Shihyo through third party JV Loshian, which called the 24 solar terms of the traditional lunar Chinese calendar as ‘Asian’ wisdom, according to a report by Global Times.
THE DETAILS Complaints were made from some Chinese web users, with L’Oréal stating on its official Weibo account that it ‘loves and respects China’s long history and culture.”
The French beauty giant went on to apologize for the fact the press release for the Shihyo brand failed to state that the 24 solar terms originated in China.
THE WHY? The marketing material stated that Shihyo, which means the ‘Wisdom of Time, is a newly created brand inspired by ‘the Asian wisdom of the 24 seasons.”
The L’Oréal statement continued, “We always believe that the 24 solar terms are a precious cultural heritage from China, an important part of the traditional culture of the Chinese nation, and have also had an important impact on other Asian cultures.”