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China | "Lancome" and "Guerlain" Appoints Male Idols, Coming up with "idol color" Shades that Sold Out Immediately

Feb 8, 2019.Siqi DaiTokyo, JP
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Image from “Maybelline New York” Official Weibo

In China, many makeup brands invites male stars to act as spokespersons as a popular marketing method. Most of the products in the promotion tend to use lipstick and foundation as their sell out. If female celebrities’ endorsement is intended to give consumers the idea of "I want be like her or have the same makeup", then the male equivalent is more inclined to capture the hearts of loyal fans who want to have their idols’ recommended products and favorite colours.
As early as 1996, Japanese movie star Kimura Takuya filmed a lipstick advertisement for the Japanese cosmetics company Kanebo, which normally yearly sold 3 million products but  in just two months with Kimura Takuya’s advert sold 500,000 pieces.

Image from “Shu Uemura” Official Weibo

The singer and actor, Wang Yibo became the global brand ambassador of Shu Uemura in January this year. At the same time, he launched a Shu Uemura eyeshadow palette together with the brand.

Image “Lancome” Official Weibo

Wang Junkai, who is a singer and actor as well as the leader of a popular boy group, TFBOYS in China, took over as a cosmetic and perfume ambassador of LANCOME in January 2018. In the same month, "Wang Junkai’s Personally Selected New Year's Limited Gift Set" was sold out in just a few minutes after the release.

Image from “Maybelline New York” Official Weibo

William Chan, who is active in China as an actor and singer from Hong Kong, became an ambassador in December 2016 as Asia Pacific region’s Maybelline New York. In the same month they released a lipstick called "William Chang Color (R 09)" selling out in 20 seconds just when it released in Tmall, with a sales record high for the brand breaking the sold out record of 2 hours.

Image from “Guerlain” Official Weibo

Chinese popular actor Yang Yang became the domestic ambassador of Guerlain in March 2016. In September 2016, Guerlain opened a flagship shop in Tmall, selling their "kisskiss lip" which he promoted his “Yang Yang Color (344)” welling out on the same day and exceeded a sales of 1 million yuan (about US$ 148,260*).

*1 USD = 6.74433 CNY (As of Feb.8, 2019)

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