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China
September
In the column “A Century of China’s Industrial Design” of Domus China 079, we present the history and design characteristics of Maxam, the most famous brand of domestic chemical products in China.
Maxam was established in the 1960s and accompanied Chinese people through rise and decline for half a century. It produced the first mousse, the first sun cream and the first hand cream in China. Its design was so successful that Henry Steiner, president of Alliance Graphique Internationale, asked to meet the designer Gu Shipeng when he visited China. The design of Maxam is not only the precious memory shared by Chinese people, but also a successful example of rebuilding brand image which markedly increased the export of Maxam products.
