All visitors to Shanghai take them! Herborist, VIVE and Maxam of Shanghai Jahwa become "Designated Souvenirs of Shanghai Tourism Festival"

On September 10, Shanghai Tourism Festival 2017 officially kicked off. Last night, 25 floats departed from Huaihai Road. In the 2.2-kilometer cruise line along Huaihai Road, 25 floats and 33 performing groups from 19 countries and regions of five continents made their debut one after another, not only showing the rich natural and cultural landscape and long history and culture along "the Belt and Road" but also introducing more destinations for leisure and holidays to the citizens and tourists.

This year, as the representatives of Shanghai brands, Herborist, VIVE, Maxam of Shanghai Jahwa were honored to cooperate deeply with Shanghai Tourism Festival and presented to the distinguished guests as designated souvenirs of Shanghai Tourism Festival 2017. In the next 60 days, the guests from all corners of the globe will appreciate the beauty of Chinese culture and the art of Shanghai style brought to the world by Jahwa.

Why could Herborist, VIVE and Maxam get this honor? In fact, they all represent the cultural marks of Shanghai and are inextricably linked with the city image of Shanghai.

Herborist

In 1998, the Hong Kong Plaza in Shanghai was full of people. Many people stopped in front of an unprecedented cosmetics store, wondering why the logo that looked like the woodcut of the Song Dynasty was so simple and elegant. Those high bottles and low tins like panpipes attracted everyone to try. This was the grand occasion when the first Herborist store was set up. This was the first cosmetics store in China and the earliest cosmetic brand in China featuring skin care with Chinese herbal medicine.

Chinese herbal culture is profound, one of which is the unique herbal skincare culture. For thousands of years, Chinese women have been using it for beauty and skin care. Many Chinese herbal remedies have been regarded as secrets of beauty in the palace and unknown to common people.

Honoring the classic beauty of China and inheriting the Chinese herbal medicine culture of the past thousands of years, Herborist takes the concept of "balanced beauty from the root" as its brand concept, integrates herbal essences and ancient and modern wisdom, nourishes the inside and nurses the appearance to create the skin beauty from the root. Meanwhile, Herborist adopts cutting-edge technology to interpret ancient Chinese herbal in a modern way, opening a new skin care style of the orient.

Today, Herborist has a global R & D center that rejuvenates the efficacy of the ancient formula with advanced modern technology, creating products suitable for a variety of skin types of people all over the world and achieving truly international Chinese creation.

In 2008, Herborist passed the stringent EU certification, successfully stationed in France, began to sell at the overseas mainstream skin care markets and subsequently expanded to the Netherlands, Spain, Italy, Germany and other countries. In 2015, the first overseas flagship store of Herborist was opened in Paris' core business district.

This year, based on the skin glowing formula and glittering skin formula with the five elements, Herborist has introduced high-end anti-aging and whitening products of "Royal" series and "Time zone" series. In the second half, Herborist will also launch a new series of Tai Chi, assuming the role of promoting Chinese culture while improving the quality of consumers skin. In the future, Herborist will continue to dedicate itself to delivering the Herbal skincare culture of China with a long history to the world so that the oriental beauty will shine in the world.

VIVE

In the middle period of the year of Emperor Guangxu in the Qing Dynasty, Feng Futian, a businessman in Nanhai of Guangdong started his small business in Guangzhou and expanded to Hong Kong. During this period, he met a professional British pharmacist who taught him some English and pharmaceutical knowledge. Thanks to many years of experience and talent in the cosmetics industry, the businessman developed a hydrolat especially suitable for oriental people and named after a beautiful name in his opinion, "Shuang Mei"(Twin sisters), which meant the two gestures of a woman to become a beautiful person: gentle and sweet, charming and pretty, smart and capable.

With elegant appearance and innovative design, Shuang Mei made a figure in Shanghai, the fashion capital of the oriental. In 1910, Shuang Mei entered No. 475 of Nanjing Road, occupying the most high-end fashion landmark in Shanghai, embracing the bustling and modern Nanjing Road. And in 1915, there were many beauty products under its banner under the brand, one hot product of which "white & tender cream" won the gold medal at the Panama World Expo in San Francisco, Li Yuanhong, President of the Republic of China (1912-1949) at that time wrote the inscription in person for it - "beautiful material and fine techniques, extremely charming". And for the emergence of Shuang Mei, the Paris fashion world praised it with the word "VIVE", meaning "ultimate". As a result, "SHANGHAI VIVE" became another name of Shuang Mei.

Influenced by the culture of Shanghai mixing the east and west, VIVE adopted both Chinese and western styles from the inside out, both modern and stylish. The image of Shanghai style was initially shaped. During the peak period, VIVE became the leading classic cosmetics brand of Shanghai Bund and has existed till now.

History will not take the essence of the brand. In 2010, Shanghai Jahwa joined hands with an international team to revive VIVE after three years of careful research and development. The new VIVE took Shanghai-style culture as the personality, drawing the strengths of Chinese and Western advanced technology through independent innovation to re-interpret the feminine charm and smartness of Shanghai style through skin care, beauty makeup and body care, etc., to highlight the elegance of the oriental ladies.

Through the heritage of a century, VIVE has witnessed both the extreme resplendence and the dim light of the ordinary. Now, everything is left in the past, and she still stands gracefully, without worries or fear.

Maxam

Maxam was born in 1962, when the first product - the Maxam hair wax (hair milk) was developed and put into production, which afterwards had won numerous national awards. It is worth mentioning that the earliest hair wax products were well preserved and displayed in the Chairman Mao Memorial Exhibition. After that, a series of star products of Maxam brand were launched in the market, causing warm response at the time.

Maxam hand cream was born in 1989, which was the first hand care product of China. And until today, Maxam hand cream still ranks No.1 interms of the market share of the supermarket and store channel. Maxam brand has always deliberately studied the trend of public skin care and enlightened Chinese womens pursuit of beauty.

As the first personal care brand covering the whole body, it is also one of the representatives of the national brands under Shanghai Jahwa with the longest history and highest popularity. Over the years, Maxam has adhered to the development of natural, safe and excellent skin care products at reasonable prices, guiding healthy and natural ways of skin care and creating a comprehensive and effective skin care brand image. In the future, it will accompany generation after generation of consumers, create its own beautiful imprint and repeat the legendary beautiful story!

In 2010, Maxam stepped on the road of comprehensive upgrading: redefining "new naturalism" and conducting multi-category development and cross-season extension to improve the product concept system and packaging image system. It has become the personal care brand that meets the needs of the mass consumers.

Inclusive Jahwa

In fact, in addition to the above three brands, many other brands of Jahwa have a long history and high popularity. Liushen, for example, has become the synonym of floral water in the mind of Chinese people. And GF is the first domestic men's skin care brand. And Friendship, Ya Shuang (Elegant Cream), etc. are still popular with many consumers.

This year, Shanghai Jahwa has formulated a new operation guideline of R & D pioneering, brand driving, channel innovation and supply assurance, and practiced the strategy of "leading innovation, leading growth and leading quality", with the aim of creating the best products of national brand.

Shanghai Tourism Festival was born in 1990, and this year was the 28th year. However, the story between Jahwa, which was founded in 1898, and the tourism of Shanghai was far more than 28 years. In the more long-term future, the brands of Jahwa will still accompany the development of Shanghai. People from all over the world are welcome to experience the vitality of Shanghai-style culture.