Luxury Skincare Brand La Mer Banks on Jay Chou Endorsement

Estee Lauder owned luxury skincare and beauty brand La Mer has tapped on the timeless popularity of Mandopop superstar Jay Chou as its latest celebrity endorser. 

The 45-year-old entertainer has been on the radar for luxury brands over the past six months; securing global endorsement deals with LVMH-owned brands Rimowa and Dior. Prior to that, he has been a brand ambassador for Tudor since 2018

This is unsurprising as brands are diversifying from Gen Z stars and tapping on the likes of Chou to cater to a wider demographic in the 25 to 44-year-old range, where most affluent consumers come from.      

According to ASN data, La Mer’s last deal was an endorsement reportedly worth US$210k with Chinese entertainer Ning Jing from July 2021 to June 2022. This figure is certain to spike as La Mer announced an endorsement deal with South Korean actress Gianna Jun last September and backed a branded content podcast with Xiaoyuzhou in China.