Food for thought

September 21, 2020

Male ambassadors in China

In China, there is an expression that could be translated by « Fresh Little meat » that is used to describe handsome young males. It is most commonly used for celebrities, particularly rising stars. These celebrities have become very in-demand to endorse luxury skincare and make-up brands, becoming local ambassadors. 

Here a few interested collaborations that went viral, proving that in China men are as legitimate as women to promote skincare and makeup brands. 

Chinese pop idol Fan Cheng Cheng has been chosen as the new face of Rihanna’s Fenty Beauty range in China. The Nine Percent member and younger brother of actress Fan Bing Bing was named as the spokesperson for the cosmetics brand in China on September, 4th 2019. The 19-year-old artist uploaded a picture of himself modeling the makeup range on his Weibo.

Xiao Zhan, also known as Sean Xiao, is a Chinese actor and singer. He is a member of the male idol group X NINE and he received recognition for his roles in the dramas Oh! My Emperor (2018) and The Untamed (2019). In July, Olay announced a 24-hour sale of a Wang Zhan celebrity gift box for the Qixi festival (aka Chinese Valentine’s Day), which sold out in minutes. 

Li Xian is a Chinese actor best known for his roles in the dramas Who Sleeps My Bro (2016), Medical Examiner Dr. Qin (2017), Tientsin Mystic (2018) and Go Go Squid! (2019). Estee Lauder’s official Weibo post on its collaboration with Li Xian was shared more that 430,000 times with more than 30K comments. 

On September 25 2019, Lancôme announced singer, rapper Kris Wu would be the very first brand ambassador for the Asia Pacific region. By the time of publishing, the official announcement has been forwarded on Weibo more than 19K times, with 15K comments and 101K likes. The relevant hashtag #kriswuambassdorforlacome went viral. Wu’s fans showed support by sharing a receipt from a Lancôme product they bought. 

Wang Yibo is a Chinese actor and singer. He is a member of South Korean-Chinese boyband UNIQ and he received recognition for his role as Lan Wangji in the drama The Untamed (2019). Wang Yibo, who already is a global brand ambassador for Shu Uemura, added Origins to his slate of endorsements. 

   Monia MERABET

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