Cosmetics companies, Estee Lauder and Maybelline, have added Asian faces to their own brands to front their campaign in an attempt to appeal to the most rapidly growing market world wide.
Liu Wen, 22, is said to be the new face of Estee Lauder as well as the company’s forerunning Asian model.
Estee Lauder’s global brand president, Jane Hertzmark Hudis was quoted telling New York Daily News that, “China is our fastest-growing market”.
It seems to make sound sense and business sense to hire someone from the country for fronting its campaign in China.
In 2009, Wen was also the first Asian face to model for lingerie giant Victoria’s Secret.
Shu Pei Qin has joined “Crouching Tiger, Hidden Dragon” star Zhang Ziyi as Maybelline’s most recent Asian face.