Chinese Beauty Brands Banked On 19th Asian Games Partnerships

The recently concluded 19^th Asian Games in Hangzhou witnessed a rather interesting phenomenon of homegrown beauty and skincare stepping up their endorsement game in the sporting world.

With Hangzhou being home to some of the most established brands in China’s thriving beauty industry, it was no surprise to see Florasis and Mao Geping come on board as the official cosmetics suppliers of the 19^th Asian Games on local turf. 

Over the two-week period from 23^rd September to 8^th October, both brands leveraged on the Asian Games collaboration by launching co-branded products, offering makeup services to the competing athletes, and decking the Hangzhou stores and counters in event related festoonery. 

Florasis showcased almost 30 Asian Games-related memorabilia, including torches, mascots, and various commemorative gifts from the previous Asian Games. Meanwhile, Mao Geping went on a slightly different marketing approach; designing the competition make-up for China’s artistic swimming as well as offering make-up services at their specially branded booths to other athletes in the Asian Games Village.

Besides Florasis and Mao Geping, another major Hangzhou-based beauty brand Proya Cosmetics and Funny Elves Foundation went the tried-and-tested route of collaborating with national sport stars to milk on patriotic fervour during major sporting events. 

Proya officially named Zheng Ninali, who represented China in the women’s heptathlon competition, as its newest brand ambassador while the fast-emerging Chinese foundation brand Funny Elves secured a deal with veteran swimming sensation Ye Shiwen as its ambassador.

With large-scale, international and regional sporting events in China posting broad audience reach and audience engagement, there are an easy sell for brands to tie-up with commercial partnerships. Furthermore, athletes tend to be safer bets for brands due to their generally wholesome public persona compared to entertainment stars, who have been recently been plagued by a litany of scandals.  

According to ASN data, FMCG: Cosmetics & Toiletries brands have invested slightly over US$381.4m in China’s sponsorship market since Q121, and typically deals tend to be in the celebrity endorsements, branded content: tv and major multisport events.