資生堂拓展到衝浪界🌹 Talk Beauty

■ A special report from Bannai 有音檔 ☊

嗨✨歡迎來到《巴奈英文電子報》的小角落《Talk Beauty》，在這個特別報導我們用英文討論美妝和相關產業，包含美妝保養知識、行銷、市場觀察、趨勢分析和文化的比較，喜歡的話可以繼續閱讀！✏️註腳有重點單字解釋

SHISEIDO x World Surfing League

相見恨晚的一對情侶

錯誤更正：音檔口說 1974處是錯誤，WSL是1976成立的沒錯。

The World Surfing League (WSL) was established in 1976 and acts as the organizer of professional international surfing competitions and tours around the world. How does Japanese beauty giant SHISEIDO find itself working with a surfing league?

A statement released by SHISEIDO shows they share a common goal of protecting the ocean, which helped start their partnership in 2019. They have since worked together to implement¹ activities surrounding ocean sustainability², including beach clean-ups, coral reef ³protection and beach planting. In August 2023, SHISEIDO co-sponsored WSL’s Tahiti Pro surfing competition. Considering that surfing made its debut⁴ in the 2020 Olympics in Tokyo and that it will continue to do so in the 2024 Olympics, it seems likely that the duo will continue their collaboration down the road⁵.

For a long time, there were only a handful of major brands in the surfing industry, most notably Vans, Quicksilver, Hurley, and Billabong. Some brands such as Vans have ended sponsorships with the WSL, while others such as Quicksilver and Billabong face financial uncertainty. This has given brands like SHISEIDO an opportunity to reach a new consumer market. American suncare brand, Sun Bum, founded in 2010 has also made appearances⁶ in surf events and made themselves known as a brand that embodies⁷ the surf lifestyle while also being affordable.

Surfing is more of a lifestyle than a sport, according to my husband Nick, who has been surfing for 23 years mostly on the east coast of America and Taiwan.

On a more personal level, I was very excited to see the partnership. When people look up images of surfing, we are often greeted with bikini babes and Cali bros, all sun-bathed⁸ and tanned⁹. It represents a way of life and a kind of counterculture¹⁰. In light of¹¹ the overwhelming evidence of UV damage, cosmetically and medically, being aware of sun damage is slowly trickling¹² into the surf scene¹³. The marketing around sun protection also had to reinvent¹⁴ itself, incorporating ocean protection and sustainability promises. Surfing as an industry should welcome the trend with open arms¹⁵, if it wishes to gain more long-lasting¹⁶ sponsors in the future.

Read the previous special report👇🏼

文章的背後 Tell me more

1. 為什麼會寫美妝內容？

   Most of my students know that I am an aficionado in beauty, from skincare to makeup, and now its entire industry, too. 《Talk Beauty》 is my passion project where I share my observations with those who are interested.

2. 巴奈有任何相關專業背景嗎？

   No! Please do not look for me for professional or medical advice. But do I know more than an average consumer? You bet. I can teach beauty content for learning English and act as its interpreter for English/Mandarin any day.

3. 會出哪種內容？

   Observations in the beauty industry, up-and-coming trends, lingos in skincare and such.

   想要加入Instagram美妝聊天群組嗎？💖私訊通關密語「beauty lover 2.0」💖

   我會手動幫你加入🤓

1. implement 實施、執行

2. sustainability 永續性

3. coral reef 珊瑚礁

4. debut 初次亮相

5. down the road (figure of speech) 以後、未來

6. make appearances 露面

7. embody 體現

8. sun-bathed 日光浴的

9. tanned 黝黑的

10. counterculture 反文化、逆流文化、非主流文化

11. in light of 有鑒於

12. trickle to (figure of speech) 慢慢流入、影響

13. scene 此指某特定文化、圈子

14. reinvent 重新發明

15. with open arms 樂於接受

16. long-lasting 持久的