1 Europe: Beauty Built Upon Classical Foundations and Layers of Time

European beauty aesthetics encompasses far more than mere appearance cultivation. It represents a collection of classical values refined over centuries through philosophy, art, and literature. Beauty is understood not as simple visual pleasure, but as structural aesthetics that embodies harmony, balance, and narrative. Europe has inherited the aesthetic traditions built across different eras—from the balanced compositions of Renaissance paintings to the dramatic symmetry of Baroque style, and the reason-centered aesthetics of the Enlightenment period.

L’Oréal champions the philosophy of “self-respect” at its forefront. The slogan “Because you’re worth it” was itself an epochal declaration. This phrase transcended mere brand messaging to become a symbol that spoke to the existential value of female consumers as an aesthetic extension of the 1970s women’s liberation movement.

Thomas de Praetcéré, Chanel’s chief makeup artist, emphasized that the brand strategy involves “remaining faithful to a unique aesthetic language while courageously expressing it in contemporary ways.” This represents not merely repeating traditional aesthetics but a strategy that preserves the essence while reflecting the spirit of the times.

Philosopher Immanuel Kant explained that true beauty arises from “disinterested satisfaction without personal interest.” In other words, pure beauty experienced without the intervention of practical purposes or desires possesses universality. European brands embody this philosophy in every aspect, from product design and advertising to packaging, and even in the shape of perfume bottles.

In Europe, even a single Dior perfume bottle or a Chanel lipstick is regarded as a work of art. European advertisements are constructed like short films, with careful meaning assigned to every aspect of mise-en-scéne and narration. Consumers exist not merely as product purchasers but as audiences who appreciate and interpret artistic worlds.

The most significant characteristic of European aesthetics is its emphasis on “time” and “context.” They pursue sustainable values over trends, inducing profound empathy rather than momentary stimulation. Every advertising frame, package texture, and curve of brand typography operates within context. The concept of beauty should not be something quickly consumed and discarded, but something that can “remain for a long time”—this represents Europe’s “philosophical commitment.”

Thus, at the center of European aesthetics, depth and context, artistry and philosophy always coexist, and this philosophy serves not as mere trend-following but as an unwavering standard that persists through the flow of time.

2 America: Creativity Blooming Through the Aesthetics of Sensation and Practicality

America walks a distinctly different path from Europe. At its center lies creativity rooted in pragmatist philosophy and popular culture. Rather than classical aesthetics, America has defined beauty in terms of sensation, experience, and utility. Andy Warhol’s Pop Art movement symbolizes this turning point. His Marilyn Monroe and Campbell’s Soup Cans elevated the everyday to the realm of art, dismantling the boundaries between high art and popular culture.

This spirit permeates today’s American beauty brands. Brands like Glossier, Rhode, and Summer Fridays clearly stand upon this cultural heritage, embodying an aesthetic of “beauty for everyone.”

Glossier designs products based on consumers’ everyday experiences and preferences. Their advertisements are styled with a selfie aesthetic, and product descriptions are written in users’ language rather than expert terminology. Even a lip balm or cleanser contains imagery showing “what kind of person would use this, in what moment, and with what mood.” Beyond customer-centric strategy, they transform consumers into co-creators and cultural producers of the brand.

Rhode functions simultaneously as a beauty brand and founder Hailey Bieber’s lifestyle project. Everything she shares on social media—her skincare routines, breakfast, outfits, and fragrances—connects to the brand, delivering a unified “brand experience” to consumers. Products function not as mere “items for sale,” but as components of identity, allowing consumers to craft their “authentic selves” through the experience.

Summer Fridays communicates everyday leisure and sensation from its very name. The brand presents “effortless beauty” through Instagram-worthy visuals, intuitive usability, and gentle textures. Anyone can use it efficiently, naturally achieving a “good-looking” state without artifice. This represents the direction of beauty that America pursues.

American beauty philosophy aligns with John Dewey’s aesthetic philosophy. Dewey states that “art is not separate from life but arises from life itself.” Aesthetic experience doesn’t occur only in museums or galleries, but also exists in the aroma of morning coffee, the emotion felt when light enters through windows, and the moment of facing oneself while applying makeup. American beauty brands actively commercialize these sensory moments. Beauty isn’t something to “possess” but to “experience,” and it enriches life.

One of the most defining characteristics of American aesthetics is “intuitiveness.” Design that’s instantly comprehensible without complex explanations, user experiences accessible to anyone, and sensual packaging that fits anywhere. Beauty operates quickly within daily life, where clear “sensation” plays a greater role than complex explanations.

This aligns with the inclusivity that American society promotes. Beauty isn’t the exclusive domain of a privileged few. It should be enjoyable for everyone. Beauty brands practice “inclusivity” by featuring models with diverse skin tones, ages, and preferences, rather than imposing specific standards. Thus, American Beauty declares: “Whoever you are, you are already beautiful.”

In summary, America has perfected “beauty in daily life” through a unique combination of practicality and sensation, mass appeal and creativity. The beauty America pursues isn’t for contemplation but for living. And that life should be as easy, enjoyable, and relatable as possible.

3 The Contrast Between European and American Visual Languages and Narratives

Culture creates “visual language.” Even identical lipsticks and foundations are packaged and presented differently across cultural spheres. When European and American beauty content is placed side by side, the difference resembles comparing poetry to news, or classical music to pop. The tone, rhythm, and emotional depth are markedly distinct.

The European visual language possesses strong formative and symbolic qualities, similar to those found in painting or architecture. Symbolic meaning is embedded in every brand logo, package design, and advertising composition, conveying messages through metaphor and symbolism. Dior’s video advertisements construct mise-en-scène like films, while Chanel’s videos evoke symbolic stories through restrained colors and prop arrangements.

Conversely, American visual language is direct and sensual. Rhode’s packaging emphasizes the product itself through negative space and lighting, while Glossier imprints the brand using pink tones alone. Simple, intuitive design reduces distance and enhances brand accessibility.

The difference in narrative structure is equally pronounced. Europe maintains chronological narratives based on the “past”—brand founders’ lives, philosophies, and artistic inspirations. Brands exist not as mere product lines but as complete worldviews, with consumers serving as guests invited into these worlds. These narratives are composed of metaphors, poetry, and fragments of imagery, treating “not speaking directly” as a virtue.

America, on the other hand, focuses on the sensation of “here and now.” Brands don’t deliver predetermined stories; instead, they leave space for users to create their own narratives. Reviews, tutorials, challenge videos, and social media hashtag campaigns become unified narratives.

Thus, Europe and America hold opposing philosophies in visual language and narrative. Europe knows how to speak without words, while America understands how to share with more people. Europe is a quiet painting; America is a vibrant vlog. The former leaves a deep resonance, while the latter elicits quick empathy.

4 The Encounter of Different Aesthetics

As cultural intersections occur, brand aesthetics no longer belong exclusively to specific regions. Brands in the global era construct diverse aesthetic systems, seeking complex aesthetic languages that balance user experience with artistic sensibility, practicality with philosophy. These two cultures no longer imitate or absorb each other but intersect to create new sensitivities.

European brands no longer remain confined to classical beauty alone. Without compromising their unique aesthetics, they absorb sensibilities optimized for digital environments. Moments are being created where classical beauty and contemporary communication harmonize rather than clash.


Conversely, American brands have gradually begun to focus on aesthetic “depth.” Beyond merely functional products, they emphasize “time-infused sensations” such as craftsmanship, sustainability, uniqueness, and textural aesthetics. Glossier is further refining its product design toward minimalism, while Rhode is layering artistic negative space throughout its packaging and campaigns.

Global consumers no longer insist on a single aesthetic. A single consumer might use Glossier in the morning, apply Chanel perfume in the evening, watch a Dior’s advertisement video, and then follow a Rhode’s tutorial for makeup application. Taste is no longer confined to specific continents or cultural spheres; instead, it takes on complex dimensions.

* Images used in this column are for illustrative and educational purposes.
* References
1. Immanuel Kant, Critique of Judgment (1790).
The aesthetic concept that beauty arises from “disinterested satisfaction without personal interest” enables the interpretation of European beauty brands’ restrained classical beauty.
2. John Dewey, Art as Experience (1934).
The aesthetic theory that art is embedded within everyday experience influences the practicality and sensation-centered aesthetics of American beauty brands.
3. Stanford Encyclopedia of Philosophy, “Kant’s Aesthetics and Teleology”, “Dewey’s Aesthetics”.
Provides a major theoretical commentary on understanding the philosophical aesthetic differences between Europe and America.
https://plato.stanford.edu
4. Andy Warhol, Pop Art Movement.
Formation of American aesthetics based on popular culture through dismantling boundaries between everyday life and art.
Related case: Trend Hunter, “Andy Warhol Makeup Collection”.
https://www.trendhunter.com/trends/andy-warhol-makeup-collection