According to data collected by Luxe.CO Intelligence, a division of Luxe.CO, in the past 12 months (February 2024–January 2025), a total of 67 luxury and high-end beauty brands announced brand ambassadors or spokespersons in the Chinese market 112 times. These appointments covered sectors including luxury fashion, leather goods, jewelry, watches, high-end spirits, and premium beauty, involving 83 Chinese actors, singers, models, athletes, and musicians.
From an overall perspective, the number of brand ambassador/spokesperson announcements by luxury and high-end beauty brands in China has increased compared to 2023, both in terms of frequency (112 announcements vs. 95) and the number of individuals appointed (83 vs. 69).
This article from Luxe.CO presents exclusive data from Luxe.CO Intelligence through five charts, analyzing the latest trends in brand ambassador/spokesperson appointments in China over the past year. It also provides a profile summary of these celebrities:
- Which brands have announced the most new ambassadors/spokespersons in China?
- Which Chinese celebrities received the most brand endorsements?
- What are the age and professional backgrounds of the newly appointed brand ambassadors/spokespersons?
Which brands announced the most ambassadors/spokespersons in China?
In the past 12 months, among the 67 luxury and high-end beauty brands, 28 brands announced at least two brand ambassadors/spokespersons in China.
In 2024, the brands that appointed the most ambassadors/spokespersons in China were primarily high-end beauty and spirits brands. These include the American premium beauty brand Estée Lauder, the French luxury beauty brand Guerlain, the Japanese beauty brand Shiseido, and the wine brand Penfolds, each of which announced four brand ambassadors/spokespersons over the past 12 months.
Following closely behind were Bobbi Brown, FRED, OMEGA, Prada, Tod’s, VERSACE, and Hennessy, each appointing three ambassadors/spokespersons in China over the same period.
Breakdown of Brand Ambassador/Spokesperson Appointments
By geographic scope: There were 21 global ambassadors/spokespersons, such as Liu Shishi, Global Brand Ambassador for Celine; Zheng Qinwen (Queen Zheng) and Lang Lang, Global Brand Ambassadors for Dior; and Yang Mi and Wang Yibo, Global Brand Ambassadors for LOEWE.
There was one Asia-Pacific ambassador: Gong Jun, Asia-Pacific Brand Ambassador for Messika.
There were eight China/Greater China ambassadors/spokespersons, such as Gulinezer, China Image Ambassador for Saint Laurent, and Wang Hedi (Dylan), China Brand Ambassador for Hennessy.
By product line: There were 85 ambassadors/spokespersons responsible for promoting a brand’s entire product range. Additionally, 27 ambassadors/spokespersons were appointed for specific product lines. Among them, four were global ambassadors for specific product lines: Shu Qi, Global Skincare Ambassador for Estée Lauder; Li Yuchun (Chris Lee), Global Makeup & Skincare Ambassador for YSL Beauty; Bai Jingting, Global Fragrance Ambassador for VERSACE; and Deng Wei, Global Makeup Ambassador for Charlotte Tilbury.
(Note: The above statistics include cases where a single celebrity was appointed as an ambassador/spokesperson for multiple brands.)
Which Chinese Celebrities Received the Most Brand Appointments?
In the past 12 months, six Chinese celebrities were appointed as ambassadors/spokespersons for more than two luxury and high-end beauty brands.
Among them, male actors Tan Jianci (JC-T) and Wang Yang (Wayne) received the most appointments, each becoming a brand ambassador/spokesperson for four different brands. Notably, Tan Jianci was also one of the most frequently appointed actors in 2023.
Additionally, female actors Gulinezer and Xin Zhilei, as well as male actors Yu Shi (Yosh) and Zhang Linghe, each secured three brand ambassador/spokesperson appointments.
Age and Professional Background Distribution of New Brand Ambassadors/Spokespersons
Among the 83 Chinese celebrities appointed, actors ranked first, accounting for 76.8%; followed by singers at 12.5% and athletes at 6.2%. Compared to 2023, the top three professions remained unchanged. However, the proportion of actors increased (from 71% in 2023), while the proportion of singers decreased (from 21% in 2023).
With the 2024 Olympics approaching, athletes have become a popular choice for luxury and high-end beauty brands. While their overall percentage remained nearly the same as the previous year, the total number of athlete endorsements increased to seven in 2024 (compared to four in 2023). These included:
Zheng Qinwen (Queen Zheng) as Global Brand Ambassador for Dior; Zheng Ninali, Zhang Yufei, and Li Shifeng as Athlete Ambassadors for OMEGA; Zhang Yufei as Professional Ambassador for Galénic; Zhou Guanyu as Brand Ambassador for Hennessy X.O; and Ma Long as Brand Ambassador for SkinCeuticals.
In terms of age distribution, luxury and high-end beauty brands have shown a stronger preference for younger ambassadors/spokespersons compared to 2023.
Among the 83 appointees, those born between 1995 and 2000 accounted for the largest share—24 individuals in total, making up 29%. This age group ranked second in 2023 with a share of 26.5%.
The second-largest group was those born between 1990 and 1995, with 18 individuals, a category that ranked first in 2023.
The third-largest group was those born between 1985 and 1990, with 15 individuals.
By gender distribution, among the newly appointed brand ambassadors/spokespersons in China over the past year, male ambassadors accounted for 53.6%, slightly higher than female ambassadors at 46.4%. The gender gap has widened slightly compared to 2023 but remains relatively balanced overall.
| Image Credit: Luxe.CO production, official brand Weibo pages
| Editor: Zhu Ruoyu
