In February, NARS Cosmetics, Dior Beauty, and Guerlain emerged as the leading international beauty brands in China, driven by influential Chinese celebrities like Xiao Zhan and Dilraba Dilmurat. Local brands Proya, Florasis, and Chando also made significant impacts, thanks to promotions by influencers Conan, Yanzheninky, and Yu Shuxin. Discover the strategies that enhanced brand visibility and engagement in the competitive Chinese market.
Published On: March 6, 2024
NARS Cosmetics, Dior Beauty and Guerlain were the most successful international beauty brands in China this February.
Chinese celebs like Xiao Zhan & Dilraba Dilmurat drove huge media value for Nars & Dior Beauty in China! Their posts reach millions, highlighting the power of local celebrities in introducing Western beauty brands to China. And with Guerlain, Chinese actresses Zhang Li & Zhang Yuxin boosted brand awareness during the Lunar New Year festive seasons. The Lunar New Year marks February as an important month for China-based marketing activations and strengthening brand impact.
Proya, Florasis and Chando were the most influential local brands. Chinese influencers like Conan and Yanzheninky boosted Proya’s and Florasis’s media value in China! Their posts generate significant engagement, showcasing the impact of local influential sources. And with Chando, Chinese celebrity Yu Shuxin elevated brand visibility on platforms like Weibo.
Stay tuned for the next leaderboard. It’ll be interesting to see what top beauty brands are activating their share of voice in the Chinese market.
Find out which strategies drove success in the highly competitive Chinese market this February here.
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Brands use both paid influencers and unpaid advocates to drive awareness and engagement. While influencers are compensated for their endorsements, true brand advocates promote products out of genuine enthusiasm, making their support more trusted and impactful. Striking the right balance between paid and organic advocacy is key, and tools like WeArisma help brands identify, measure, and optimize both. Understanding how to develop and engage these advocates—whether unpaid champions or strategic partners—can provide a significant advantage.
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