Chinese Makeup Brand Judydoll Commits to Conserving Heritage

Abstract: On June 20, 2022, China Standard Time (all times in this article are China Standard Time), the official account of Chinese makeup brand Judydoll on the Chinese social media platform Weibo(China’s Twitter) posted that $59,880 has been raised for heritage conservation and donated to the Dunhuang Museum.

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In 2021, JudyDoll and the Dunhuang Museum launched a co-branded makeup and Judydoll's color guardian public welfare program, which means that for every Dunhuang series co-branded makeup product sold, 1 yuan will be donated to Dunhuang heritage conservation or color The project will be used for the preservation or restoration of the Dunhuang heritage.

According to CHAILEEDO observation, Judydoll was founded in Shanghai in 2016, is a new trendy makeup brand that leads the color trend and perfectly blends classic and innovation, color, vividness, and playfulness are the brand DNA of Judydoll. The series is inspired by the sacred beasts in Dunhuang's murals and revolves around the theme of images of some Chinese traditional beasts which represent luck and happiness such as a divine dragon, bluebird, nine-colored deer, and winged horse and five traditional Chinese colors of green, white, red, black and yellow are used as the basis for the creative reproduction and interpretation of Dunhuang's cultural heritage in the form of beauty products. The brand and Dunhuang Museum co-branded products include the JudyDoll 20-shade palette and JudyDoll embossed blush.

In addition, the products and color schemes are inspired by the Dunhuang Museum's collection of murals and artifacts and the traditional Chinese five-color system, and are co-created with the Dunhuang Museum and rigorously researched by multiple parties, allowing traditional history and culture to be presented to young people in a fun and fashionable way. For example, the JudyDoll 20-shade Eyeshadow Palette in the co-branded collection has a color palette inspired by the colors of the mineral pigments commonly used in Dunhuang color restoration to showcase the millennia-old vitality of Dunhuang murals. The co-branded eyeshadow palette contains a variety of powders including matte fine shimmer, matte gradient, and gorgeous liquid powder, organically blending cultural heritage with trendy makeup.

The JudyDoll Embossed Blush shows the beauty of ancient and modern heritage, blending the traditional five colors of Dunhuang with modern colors to create a low-saturation orange Dunhuang color, and a fine embossed print on the powder to show the dynamic posture of the beasts flying, swimming, or playing. JudyDoll Dual Shade Contour shows the artistic charm of the Dunhuang caves, selected by the Dunhuang color restorer professional, take the Dunhuang caves color block, specially adjusted gray-brown tone super suitable for Asian skin tone.

Under the ties of color guardianship, the "JudyDoll Color Guardian Public Welfare Program" was launched by JudyDoll and Dunhuang Museum. For every Dunhuang color cosmetics product sold, the company will donate RMB 1 yuan to Dunhuang's heritage conservation or color restoration to promote and inherit history and culture. At the same time, JudyDoll also opened offline pop-up activities to promote Dunhuang color guarding in four major cities in China such as Shanghai, Chongqing, Hangzhou, and Xi'an, presenting the spirit and culture of Dunhuang of the vast millennium to more young people.

As of June 20, 2022, the sales of the JudyDoll co-branded Dunhuang Museum collection in the Chinese e-commerce platform Tmall flagship store are 900,000+ total sales volume of JudyDoll Dunhuang Dual Shade Contour, 20,000+ total sales volume of JudyDoll Dunhuang co-branded Embossed Blush, and 10,000+ sales of JudyDoll Dunhuang 20-shade Eyeshadow Palette. In the Chinese sharing platform Xiaohongshu, there are about 600+ notes about the JudyDoll Dunhuang series, and the most read notes have 12,000 likes.

According to the official statement of JudyDoll, the brand is committed to guarding and inheriting the beauty of color in nature, art, and culture, and hopes that through this public welfare program and co-branding program. More contemporary young people will become the "color guardians" of Dunhuang, continue the beauty of Chinese art together, and explore the new trend of cultural inheritance and guardianship.

JudyDoll is known to Chinese consumers for its eye shadows and blushes. In 2017, JudyDoll opened its store on the Chinese e-commerce platform Taobao. In 2018, the brand's Tmall flagship store was launched. Currently, the top-selling product in its Taobao flagship store is JudyDoll Duo Monochrome Blush Highlight with a total sales volume of 1 million + for $4.5.

After gaining popularity online, JudyDoll has also started exploring offline channels. The person in charge of the brand said, in the future, the brand will lay out more first and second-tier cities, and the overall number of offline stores is expected to grow exponentially in 2022. In terms of offline distribution, JudyDoll will continue to accelerate city penetration and bring a full range of brand experiences to more young consumers.