YSL Announced Xiao Zhan as its Spokesman

YSL announced Chinese actor Xiao Zhan as the spokesperson of YSL skincare with the promotional product YSL Pure Shots Night Reboot Serum, The product is priced at $116.9 in its flagship store on the Chinese e-commerce platform Tmall. Xiao Zhan has also endorsed international beauty brands such as Estee Lauder and L’Oreal PRO.

YSL has previously announced only one spokesperson in China, Chinese singer Li Yuchun, with 16.324 million followers on the Chinese social platform Weibo. According to CHAILEEDO, these two spokespersons are not only sought after by many followers in China but also well-known internationally. Li Yuchun won the Favorite Artist Mainland China in MTV Asia Awards and Best Selling Chinese Artist in World Music Awards. Xiao Zhan has also endorsed international beauty brands such as Estee Lauder and L’Oreal’s high-end hair brand L’Oreal PRO.

In 1977, after Yves Saint Laurent traveled to China, he was deeply moved by Chinese culture and was inspired by the shape of a snuff bottle, which led to YSL opium, which is still on the top of the global perfume sales list. The six years since YSL beauty entered the Chinese market, it has coincided with the fastest growing years of China’s high-end cosmetic industry, especially in the field of color cosmetics, which is far beyond people’s expectations. Under the tide of high-end beauty consumption in China, China has become the world’s largest market for YSL beauty brands.

It is worth noting that YSL opened the world’s largest flagship store in Guangzhou, China at that time. The iconic entry of YSL this time is not only to connect with the most cutting-edge consumers in China but more importantly, to redefine the new beauty retail phenomenon. As the world’s largest flagship store of the iconic makeup brand and the largest beauty store in Guangzhou’s top shopping center, YSL Beauty continues to redefine new retail with the world’s popular technology and overturn the traditional perception and model of the beauty industry based on the integration of the brand’s cultural genes.

It is reported that YSL comes from the L’Oreal Group. L’Oreal Group’s financial report shows that in the first half of 2019, the L’Oreal Group grew 7.3% year-on-year to $15 billion, which is L’Oreal’s highest year-on-year growth in more than 10 years, of which the Chinese market and high-end brands, e-commerce is the three key words of the financial report. It is worth mentioning that the Asia Pacific region, where China is located, has become the largest regional market for L’Oreal worldwide, while high-end cosmetics grew by 13.2% in the reporting period, with YSL Saint Laurent beauty among the four largest high-end brands. Not only that, in the earnings report, L’Oreal also praised YSL’s Black Opium perfume and YSL lipstick by name.

At L’Oréal China’s 25th anniversary conference, Mr. Fabrice, President of L’Oréal North Asia and CEO of China, said, “We believe that beauty is the source of technological innovation and that beauty is also creative. Beauty technology allows us to go further today and bring more personalized and innovative products to the market.” Last year at the Shanghai Fair, YSL debuted the YSL Lipstick Printer in Asia, a machine that uses 3D printing technology to “print” lipsticks with personalized lip colors for consumers by modulating custom shades with three “base colors”. Mr. Fabrice specifically mentioned, “The YSL lipstick printer is particularly popular and consumers think it’s great.”

The Generation Z group has gradually become the main force of beauty consumption and this group also highly overlaps with followers of idols. Traditional beauty brands need young popular stars to bring new vitality to them and this time YSL is also in line with this trend.




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