Estee Lauder Makes Chinese Star Xin Zhilei Its Global Ambassador

Estee Lauder has made Chinese star Xin Zhilei its global makeup ambassador as it eyes a larger share in China’s cosmetics industry.  

The 39-year-old actress, who won the Volpi Cup for the Best Actress at the 82^nd Venice International Film Festival last September, was picked as the face of Estee Lauder for her strong on-screen performances, understated elegance and confidence.  

In the brand’s latest campaign, Xin dons a stylish black gown as she promotes Estee Lauder’s cosmetic range across the world. The move also shows how beauty brands are moving into global endorsements, instead of typical regional deals like they used to do so in the past, cementing China’s growing clout in the cosmetics world.   

According to ASN data, Estee Lauder has invested US$3.1m in the Asian sponsorship landscape since Q223, with a quarterly average investment of US$274k during this period. However, spends have dipped between US$47k and US$182k since Q424, and the Q126 forecast is tipped to hit US$191k, a slight improvement from Q125’s figure of US$182k.  The two main markets for investment are China (83.5%) and South Korea (16.5%). The modus operandi for the brand tends to be celebrity endorsements valued between US$180k and US$402k.