个人IP视角下艺术表达与行业实践对ESG理念的诠释与推动

产业·观察

Interpretation and Promotion of ESG Concepts through Artistic Expression and Industry Practice from the Perspective of Personal IP

摘要

本文从个人IP出发，深入探讨通过摄影、油画等艺术形式以及香水这一独特载体，对ESG理念进行传达与实践的意义和价值。个人借助艺术创作突破传统表达边界，将ESG理念具象化；在行业实践中，以香水设计遵循产品合规与ESG原则，展现生物多样性保护内涵，为美妆行业及相关领域践行ESG提供新思路，促进可持续发展理念在行业内外的传播与深化。

关键词

个人IP；ESG；艺术表达；香水设计；生物多样性

一、引言

在全球可持续发展浪潮下，ESG理念日益成为各行业发展的核心指引。个人作为社会与行业的基本单元，其对ESG的理解与表达具有独特价值。通过构建个人IP，利用摄影、油画等艺术形式，以及立足美妆行业的香水创作实践，不仅能展现个人对ESG的深度思考，还能为行业践行ESG提供创新视角与实践范例，推动ESG理念在更广泛领域的传播与落地。

二、个人IP与艺术表达对ESG理念的传达

2.1 个人IP的构建与影响力

个人IP是个体在特定领域内形成的独特标识，具有较强的辨识度与影响力。在ESG语境下，构建以关注可持续发展为核心的个人IP，能够吸引志同道合者，形成传播ESG理念的社群。例如，摄影博主通过长期发布以环保为主题的摄影作品，积累粉丝并建立起个人在环保摄影领域的IP形象，其作品的传播范围和影响力不断扩大，为ESG理念传播奠定受众基础。

2.2 摄影艺术对ESG的视觉诠释

摄影具有真实记录与艺术渲染的双重特性。在表达ESG理念时，摄影师可捕捉环境污染、生物多样性变化等现实场景，如拍摄濒危物种栖息地、工业污染后的河流等，直观呈现环境问题的严峻性；也可聚焦环保行动、绿色发展成果，如可再生能源设施建设、生态修复后的美景等，传递积极的可持续发展信号。这些摄影作品以视觉冲击力引发观众对ESG问题的关注与思考，激发公众参与环保行动的意识。

2.3 油画艺术对ESG的意象表达

油画凭借丰富的色彩、笔触和构图，能够更抽象地表达创作者对ESG的理解。艺术家可以通过描绘和谐的自然生态场景，如森林中各种生物共生、海洋里生态平衡的画面，展现生物多样性的美好；也能以夸张、扭曲的画面表达人类活动对自然的破坏，如被污染的天空下枯萎的植物、堆满垃圾的海滩等，唤起人们对环境与社会问题的反思。油画的意象表达赋予ESG理念情感与思想深度，拓展了公众对ESG的认知维度。

三、香水创作：行业视角下ESG理念的实践与表达

3.1 契合产品合规思维的香水设计基础

在美妆行业，从香料、香精到化妆品的生产，必须严格遵循产品合规要求。在香水设计中，确保所使用的香料、添加剂等符合国际和国内相关法规标准，是保障产品质量与消费者安全的前提。这不仅体现了企业对消费者权益的保护，也是践行社会责任（S）的基本体现，为在ESG框架下进行香水创作奠定了坚实基础。

3.2 ESG框架下的原料可持续与负责任采购

在原料选择上，遵循可持续原则，优先选用可再生、可降解的天然香料，减少对环境的影响。积极推动负责任采购，与供应商建立长期稳定合作关系，确保原料来源的合法性与可持续性，关注原料产地的生态保护与当地社区发展。例如，与香料种植农户合作，推广环保种植技术，保障农民合理收益，促进社会公平与生态保护双赢，体现环境（E）与社会（S）维度的平衡发展。

3.3 包材的可持续认证与环保理念贯彻

采用获得可持续认证的包装材料，如可回收、可降解的纸质、生物基塑料等，减少包装废弃物对环境的压力。在包装设计上，追求简约、轻量化，降低资源消耗。通过这些举措，从产品全生命周期角度践行ESG理念，体现企业对环境保护的责任担当，同时也符合消费者对环保产品的需求趋势。

3.4 以气味融合表达生物多样性保护主题

香水独特的气味表达可成为生物多样性保护主题的创新呈现方式。将多种不同产地植物气味融合，模拟自然生态系统中丰富的植物群落气息。每种植物气味代表着不同生态区域的生物特征，它们的组合不仅创造出独特的香调，更象征着生物多样性的和谐共生。通过调香师的精心调配，让消费者在感受香水魅力的同时，领悟生物多样性保护的重要性，将ESG理念中的环境维度以感官体验的方式传递给消费者。

四、个人艺术表达与行业实践的协同效应

个人通过摄影、油画等艺术形式传播ESG理念，能够提升公众对可持续发展的关注度，为行业践行ESG营造良好的舆论环境；而香水创作等行业实践则为艺术表达提供了现实落地的场景，使抽象的ESG理念转化为具体的产品与消费体验。两者相互促进，形成协同效应。艺术表达激发消费者对ESG产品的需求，行业实践则为艺术创作提供灵感与素材，共同推动ESG理念在社会与行业中的深入发展。

五、结论

个人IP视角下的摄影、油画等艺术表达与美妆行业中香水创作的ESG实践，从不同层面深刻阐述了对ESG理念的理解与践行。艺术表达拓宽了ESG理念的传播广度与深度，行业实践则将ESG理念融入产品全生命周期。这种个人与行业的结合，不仅为美妆行业践行ESG提供了创新路径，也为其他行业提供了借鉴范例，有助于推动全球可持续发展目标的实现。未来，应进一步鼓励个人与行业在ESG领域的创新实践与深度融合，共同创造更加美好的可持续发展未来。

Abstract

This paper, starting from the perspective of personal IP, delves into the significance and value of conveying and practicing ESG concepts through art forms such as photography and oil painting, as well as the unique medium of perfume. Individuals break through the boundaries of traditional expression through artistic creation, materializing ESG concepts. In industry practice, perfume design adheres to product compliance and ESG principles, demonstrating the connotation of biodiversity conservation. This provides new ideas for the beauty industry and related fields to implement ESG, facilitating the dissemination and deepening of the sustainable development concept both within and outside the industry.

Keywords

Personal IP; ESG; Artistic Expression; Perfume Design; Biodiversity

1. Introduction

In the global wave of sustainable development, the ESG concept has increasingly become the core guideline for the development of various industries. As the basic unit of society and the industry, individuals' understanding and expression of ESG have unique value. By building a personal IP, using art forms such as photography and oil painting, and engaging in perfume creation practices based on the beauty industry, not only can individuals' in - depth thinking about ESG be demonstrated, but also innovative perspectives and practical examples can be provided for the industry to implement ESG, promoting the dissemination and implementation of the ESG concept in a broader range of fields.

2. Conveyance of ESG Concepts through Personal IP and Artistic Expression

2.1 Construction and Influence of Personal IP Personal IP is a unique identifier formed by an individual within a specific field, with strong辨识度 and influence. In the context of ESG, constructing a personal IP centered around sustainable development can attract like - minded people and form a community for spreading ESG concepts. For example, a photography blogger, by continuously releasing environmental - themed photography works, accumulates fans and builds an IP image in the field of environmental photography. The spread and influence of their works continue to expand, laying an audience foundation for the dissemination of ESG concepts. 2.2 Visual Interpretation of ESG by Photography Art Photography has the dual characteristics of real - life recording and artistic rendering. When expressing ESG concepts, photographers can capture real - world scenes such as environmental pollution and changes in biodiversity, such as photographing the habitats of endangered species or rivers after industrial pollution, intuitively presenting the severity of environmental problems. They can also focus on environmental protection actions and achievements of green development, such as the construction of renewable energy facilities and the beautiful scenery after ecological restoration, sending positive signals of sustainable development. These photographic works, with their visual impact, arouse the audience's attention and reflection on ESG issues, stimulating the public's awareness of participating in environmental protection actions. 2.3 Imagery Expression of ESG by Oil Painting Art Oil painting, with its rich colors, brushstrokes, and composition, can express the creator's understanding of ESG in a more abstract way. Artists can depict harmonious natural ecological scenes, such as various organisms coexisting in the forest or a balanced marine ecosystem, showing the beauty of biodiversity. They can also use exaggerated and distorted images to express the damage caused by human activities to nature, such as withered plants under a polluted sky or beaches filled with garbage, evoking people's reflection on environmental and social issues. The imagery expression of oil painting endows ESG concepts with emotional and ideological depth, expanding the public's cognitive dimension of ESG.

3. Perfume Creation: Practice and Expression of ESG Concepts from an Industry Perspective

3.1 Foundation of Perfume Design Aligned with Product Compliance Thinking In the beauty industry, the production of fragrances, essences, and cosmetics must strictly comply with product compliance requirements. In perfume design, ensuring that the used fragrances, additives, etc. meet relevant international and domestic regulatory standards is a prerequisite for guaranteeing product quality and consumer safety. This not only reflects the enterprise's protection of consumers' rights and interests but also represents the basic manifestation of fulfilling social responsibility (S), laying a solid foundation for perfume creation within the ESG framework. 3.2 Sustainable and Responsible Sourcing of Raw Materials within the ESG Framework In the selection of raw materials, following the principle of sustainability, natural fragrances that are renewable and biodegradable are preferentially selected to reduce the impact on the environment. Actively promote responsible sourcing, establish long - term and stable cooperative relationships with suppliers, ensure the legality and sustainability of raw material sources, and pay attention to the ecological protection of raw material production areas and the development of local communities. For example, cooperate with spice - growing farmers, promote environmentally friendly planting techniques, and ensure farmers' reasonable income, achieving a win - win situation for social equity and ecological protection, reflecting the balanced development of the environmental (E) and social (S) dimensions. 3.3 Sustainable Certification of Packaging Materials and Implementation of Environmental Protection Concepts Use packaging materials with sustainable certification, such as recyclable and biodegradable paper - based and bio - based plastics, to reduce the environmental pressure of packaging waste. In packaging design, pursue simplicity and lightweight, reducing resource consumption. Through these measures, the ESG concept is implemented from the perspective of the product's entire life cycle, reflecting the enterprise's responsibility for environmental protection and also conforming to the consumer demand trend for environmentally friendly products. 3.4 Expressing the Theme of Biodiversity Conservation through Scent Integration The unique scent expression of perfume can be an innovative way to present the theme of biodiversity conservation. Blend the scents of plants from various origins, simulating the rich plant community atmosphere in the natural ecosystem. Each plant scent represents the biological characteristics of different ecological regions, and their combination not only creates a unique fragrance note but also symbolizes the harmonious co - existence of biodiversity. Through the careful blending of perfumers, consumers can understand the importance of biodiversity conservation while experiencing the charm of perfume, transmitting the environmental dimension of the ESG concept to consumers through sensory experience.

4. The Synergistic Effect of Personal Artistic Expression and Industry Practice

Individuals, through art forms such as photography and oil painting, can spread ESG concepts, increasing public attention to sustainable development and creating a favorable public opinion environment for the industry to implement ESG. Industry practices such as perfume creation provide a practical scenario for artistic expression, transforming abstract ESG concepts into specific products and consumption experiences. The two promote each other and form a synergistic effect. Artistic expression stimulates consumers' demand for ESG products, while industry practice provides inspiration and materials for artistic creation, jointly promoting the in - depth development of the ESG concept in society and the industry.

5. Conclusion

Artistic expressions such as photography and oil painting from the perspective of personal IP, and the ESG practices of perfume creation in the beauty industry, profoundly elaborate on the understanding and implementation of ESG concepts at different levels. Artistic expression broadens the breadth and depth of the dissemination of ESG concepts, while industry practice integrates the ESG concept into the entire product life cycle. This combination of individuals and the industry not only provides an innovative path for the beauty industry to implement ESG but also serves as a reference example for other industries, contributing to the realization of global sustainable development goals. In the future, more efforts should be made to encourage innovative practices and in - depth integration in the ESG field between individuals and the industry, jointly creating a more beautiful sustainable future.

（来源：画奕有话）

作者于24年初接触ESG，出于“企业践行ESG的价值模式探索”的目的，以“independent”为模型，以“合规、可持续”为内核，尝试设计一个体现内核、挖掘价值评价的品牌雏形，于24年初以ESG框架下的生物多样性保护为题创作完成概念香水(暂未上市)。于24年中为该款香水设计完成意境画集，并获得版权登记证; 24年10.31，表达创作者及自主品牌世界观、价值观与人生观的意境画:“WON”、“Pinky Azure”、“Azure”于第五届艺术上海国际博览会期间正式发布。于24年10月以意境画为灵感二次创作，完成了手绘布面油画集“Our Earth”并获得版权登记证。(以生物多样性保护、自然资源(水土流失)、赤潮、气候变化等为主题)。其中两幅:“生物多样性”、“自然资源”入选第141届 ArtCapital，于25年2月19~22日在巴黎大皇宫展出。

2025年03月03日 15:56