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


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,...

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