Maybelline: Celebrity endorsement in the age of social media

This case study explains how Maybelline New York, a cosmetics brand, used Hong Kong actor William Chan to promote the Color Sensational lipstick range in China.

Campaign details

Brand: MaybellineLead agency: Mindshare ChinaRegion: APAC

Objectives

Chinese people love celebrities. Rate of celebrity endorsement among ads in China is the highest across the world. (Source: Millward Brown)

With the popularity of social media, the interaction between celebrities and fans is changed forever too. Relationship between the two is much closer and much more interdependent.

Maybelline New York hired Hong Kong singer and actor William Chan to be brand ambassador to promote the Color Sensational lipstick range.

Chan starred in several idol dramas and has gained massive popularity among Maybelline's young, female target...

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