Subscribe to Jing Beauty Newsletter to get the latest news about the world of Chinese beauty and health.
From February 1 to 25, international brands Nars, Guerlain and Dior Beauty topped WeArisma’s Beauty Leaderboard Tracker* with media value (MV) of $971,000 (6.9 million RMB) and $802,200 (5.7 million RMB). RMB) and $768,500 (RMB5.5 million). , Each. Charlotte Tilbury and Keels took fourth and fifth place.
Chinese actor and singer Xiao Zhan is widely known as one of China’s most influential celebrities and is also known as a global brand ambassador for Nars and the other 31 global brands he endorses. on Weibo with her 32.3 million followers.
The video garnered a lot of attention, with an impressive 28.9% engagement rate and a media value of $399,900 (RMB 2.8 million). This achievement highlights the significant influence that local brand ambassadors like Xiao have in raising awareness of Western beauty brands, especially in the Chinese market.
The video has been viewed 18.35 million times, while the video posted by Nars has been viewed 6.4 million times. This reflects how important it is for ambassadors to post directly through their official profiles, rather than just introducing themselves.
Nars is particularly active in China. It secured the top spot in the 2023 beauty cosmetics pre-sale ranking on Tmall of the 618 Shopping Festival, achieving an astonishing sales of $1.9 million (14 million yuan)..
Dior takes second place on WeArisma’s beauty leaderboard for the second month in a row. This is also thanks to Dil Murat, a Chinese actress and singer who boasts more than 80 million followers on Weibo.
Dior, the global face of Dior, recently introduced Dior Beauty’s “Rouge Lipstick” in a post during her visit to Chengdu. She praised the lipstick’s timeless elegance and perfect color for Lunar New Year. The post generated an impressive media value of $648,878 (RMB 4.67 million) for her on Weibo, highlighting Dilraba’s huge influence as Dior’s top ambassador in the Chinese market.
Guerlain boosted its influence by hosting an influencer event during the Lunar New Year festivities and unveiling a special edition fragrance bottle inspired by the constellation of the Dragon, symbolizing new beginnings.
Chinese actresses Zhang Li and Zhang Yuxin, who have a total of 29 million followers on Weibo, generated media value of $112,029 (RMB 806,373) and $104,026 (RMB 748,768) respectively through event posts. I did. In particular, Zhang Yuxin wore a Chinese Hanfu costume with a dragon motif. Guerlain’s success highlights the huge influence of local celebrities in China.
Last month, Guerlain’s new Ultimate Boutique held its grand opening in Block C of the CDF Sanya International Duty Free Shopping Complex in Haitang Bay, one of China’s most popular travel retail destinations. The space aims to offer travelers a holistic and immersive experience of the Guerlain brand.
From February 1st to 25th, local beauty brands Proya, Florasis and Chando secured the top three positions, earning $797,800 (RMB 5.7 million) and $717,000 (RMB 4.9 million), respectively. RMB), generating media value of $683,200 (RMB 4.9 million). . Winona and Kathlan followed close behind.
This month, Proya was mentioned in 102 pieces of content. Chinese beauty influencer Conan (@Kenanjun), who has 2.2 million followers on Weibo, featured his Proya in 5 posts and generated media value of $96,000 (690,998 RMB) Ta. She praised Proya’s Yuanli Cream and Shield Sun’s protection and urged her loyal and enthusiastic audience to give it a try.
Proya also strategically gifted her the Proya Energy Series. This showcased the brand’s smart gifting approach to increasing brand awareness, ultimately increasing its credibility and making Proya the most talked about local beauty brand this month.
Proya is also a strong competitor for global brands. Last week on Singles’ Day, Proya took the top spot in Tmall’s total product volume rankings, beating L’Oréal, in his first 4-hour beauty product pre-sale.
Chinese lifestyle KOL Yanzheninky (@wordsheninky), who has 5.8 million followers on Douyin, mentioned Florasis in one of her videos, highlighting the affordability and quality of Florasis products. This mention generated a media value of $159,388 (RMB 1.14 million) for the brand.
On platforms like Douyin, short, fun videos can significantly increase brand awareness. With its large user base and creative formats, Douyin offers an opportunity to increase brand awareness and increase its potential to spread in the Chinese market.
Florasis’ ambitions extend beyond China. The company’s 2024 growth strategy includes expanding global e-commerce, debuting a flagship store in Japan, introducing a TikTok shop in the United States, and expanding its retail footprint across Europe and the Middle East.
Chinese actress and singer Yu Shuxin shared a video of her appearance in a Chando ad with her 23.5 million followers on Weibo, generating $184,200 (RMB 1.32 million) in media value for the brand. The video has been viewed 6.5 million times on Weibo.
This level of engagement highlights the influential role that local celebrities play in promoting brands on social media platforms such as Weibo, and the immense influence of these platforms in driving brand awareness in the Chinese market. It highlights power and influence.
Typically, young celebrities’ vast fan bases are mostly girls in their teens or early 20s with limited purchasing power. Although they cannot afford luxury goods, beauty is within their reach. That’s why celebrity promotional efforts are especially effective for beauty brands.
* Jing Daily’s monthly Beauty Leaderboards tracker analyzes beauty brands’ media value and social media buzz across Chinese social media platforms. Data provided by: Analytics company WeArisma Helps brands measure and optimize the ROI of earned media and influencer marketing.