Popular Perfume Brands Bank On Young Chinese Male Celebrity Endorsements 

It is no surprise that popular perfume brands have been collaborating with Chinese celebrity endorsements in recent years. The latest to join this jamboree are Mugler Fragrances and Gucci Beauty. 

L’Oreal owned brand Mugler Fragrances has enlisted Chinese pop idol and entertainer Cai Xukun as its latest celebrity endorser.  

The 26-year-old has become the face of Mugler Fragrances, with the line asserting that the entertainer’s “fearless attitude and pioneering personality in music and fashion are a perfect match for the spirit of Mugler Fragrances”. 

According to ASN data, L’Oreal (4.6%, ~US$14.3m), it has historically been the 2^nd largest spender for the FMCG:Cosmetics and Toiletries category since Q222, with an average quarterly investment of US$1.2m during this period. However, investment has fared far below the average since Q124, witnessing spends between US$386k and US$859k, and Q125 is also tipped to follow in a similar vein with a forecast of US$478k. This has been largely due to a spate of high-profile withdrawals in China.

Meanwhile, Gucci Beauty has expanded its endorsement deal with Chinese actor Zhang Linghe.

Prior to garnering an endorsement deal for the luxury brand’s perfumes, the 27-year-old star has been the face of the brand’s clothing range since 2024. Under his new role, Linghe will be featured in perfume campaigns for the brand, beginning with a campaign for Gucci Flora Gorgeous Gardenia Eau de Parfum. 

The brand stated, “Known for his captivating performances in popular dramas, Zhang Linghe’s distinctive style and magnetic presence perfectly embody the essence of Gucci Beauty’s vision. His collaboration with the house has already included appearances at fashion shows, events and campaigns, further strengthening his connection with the brand.”

According to ASN data, Gucci (2.1%, US$7m+) is the 6^th largest investor for its category in the Asian sponsorship market since Q222, with an average quarterly investment of US$617k during this period. Key partnerships are solely focused on celebrity endorsements between US$200k+ and US$300k+, which  include the likes of NewJeans member Hanni, BTS member Jin  and Thai star Mai Davika Hoorne.