How luxury brands use celebrity influencers to attract Chinese millennials - SmartBrief
How luxury brands use celebrity influencers to attract Chinese millennials - SmartBrief |
- How luxury brands use celebrity influencers to attract Chinese millennials - SmartBrief
- Celebrities pay tribute to I Am Woman singer Helen Reddy: 'Her anthem still resonates' - 9TheFIX
- From Bernardine Evaristo To June Sarpong, The Important Reason Why Celebrities Are “Sharing The Mic” In The UK - British Vogue
- Loose Women’s Saira Khan blasts ‘disgusting’ Claire King error and calls for urgent change - Express
| How luxury brands use celebrity influencers to attract Chinese millennials - SmartBrief Posted: 29 Sep 2020 12:28 PM PDT In China, it's not unusual for millennials to drive luxury Porsches and sport Louis Vuitton bags and Balenciaga sneakers. A 2019 McKinsey report indicates that by 2025, China will account for 40% of global luxury sales. In 2018, 28% of luxury consumers were born after 1990; this younger generation spends 25,000 RMB (US$3,700) per year on luxury products. There are many reasons why millennials are driving luxury consumption in China:
These reasons explain why conspicuous spending on luxury products has increased so much over the last few years, and why luxury brands are doubling down on the China market. China's young, Justin-Bieber-like pop stars appeal to millennials  Credit: Dimitrios Kambouris Getty Images Entertainment In November 2019, Dior chose 20-year-old pop star Wang Junkai (Karry Wang) to be its brand ambassador in China. His claim to fame was through the popular boy band TFBoys, when he was 16 years old. Since then he has gone into acting and remains popular among both millennials and older women. Aside from Dior, he has also modeled lipstick ads for the likes of Lancome. From an American's perspective, pop stars like Karry Wang look feminine; they're pale-skinned, skinny, and look like teenagers. But in Asia, millennial women prefer more feminine, pale-skinned, skinny metrosexual pop stars. Muscular, rugged-looking celebrities are not popular, much in the same way that tanned, risque-looking female celebrities from the West are not popular in China. This distinction explains why luxury and beauty brands targeting women can use male pop stars as their brand ambassadors in China. Here are a few other examples: In July, Fila also announced that celebrity Cai Xukun would be its new brand spokesperson. Cai Xukun, just 22 years old, became famous by participating on American Idol-like reality TV shows, and debuting in a boy band, Nine Percent. He has since gone solo, has more than 30 million fans on Weibo, and is also the brand spokesperson for Prada. Celebrity Haoran Liu also became the brand spokesperson for Richemont's Piaget watch brand in July; the celebrity is just 23 years old (born in 1997) and has more than 30 million fans on Weibo. His claim to fame was starring in the movies Beijing Love Story (2014) and Detective Chinatown. He did a livestreaming session with China's "King of Lipstick," Austin Li, in August, celebrating the launch of a new store in Shanghai. How to further engage Chinese millennials? How can a brand effectively reach Chinese millennials? One option is to work with millennial-aged social media influencers and focus on China's newer video platforms, such as TikTok, Kuaishou and Bilibili. While historically, brands have engaged millennials with influencer marketing on China's wildly popular social media platforms, WeChat, Weibo and Little Red Book, more user attention is shifting to video platforms. Globally-renowned short video platform TikTok has more than 400 million daily active users in China, while video-sharing mobile app Kuaishou has 200 million. On TikTok, international brands can launch their own video ads or work with different types of influencers to take advantage of their existing fan bases. TikTok and its 15-second videos are better for highly visual items such as fashion, apparel and sportswear. Such videos do a good job at capturing attention and inducing impulse luxury purchases. For example, former boy band star Jackson Yee launched a TikTok video for Tiffany, in which he danced on New York's Brooklyn Bridge and restaged a scene from the movie West Side Story. Bilibili, on the other hand, is a mid-form video platform that started out posting anime-related videos and gradually expanded to include other hobbies such as beauty and sports. Think of it as a YouTube for China, but organized by interests. As of the fourth quarter 2019, Bilibili had 130 million monthly active users, 80% of whom were Generation Z, or under the age of 25. Brands such as Perfect Diary, Shiseido and Louis Vuitton all have channels on the platform. Last year, Chinese skincare brand Chando launched a co-branded product line with Bilibili, just ahead of the Double 12 (Dec. 12) e-commerce festival hosted by Alibaba's Tmall. The product line features imprints of Bilibili's cartoon-TV logo on lipstick and foundation items, among others. Key Takeaways
 |
| Posted: 30 Sep 2020 01:37 PM PDT Stars are remembering Aussie trailblazer and 'I Am Woman' singer Helen Reddy, who died aged 78 in Los Angeles yesterday. Reddy's family announced the tragic news on Wednesday via social media. "It is with deep sadness that we announce the passing of our beloved mother, Helen Reddy, on the afternoon of September 29th 2020 in Los Angeles," her two children, Traci and Jordan, said in a statement. "She was a wonderful Mother, Grandmother and a truly formidable woman. Our hearts are broken. But we take comfort in the knowledge that her voice will live on forever." Aussie actor and The Greatest Showman star Hugh Jackman, shared a sweet tribute to the late star, sending his sympathies to the singer's family. "#HelenReddy A trailblazer with a voice as smooth as silk. Gone too soon. My thoughts and prayers are with her family and friends," he wrote to Twitter. Halloween star Jamie Lee Curtis shared a video of the singer at the Women's March in LA back in 2017. "Honour of my life. Introducing Helen at the Women's March, January 2017! THANK YOU Helen. RIP," Curtis tweeted.  Actress Yvette Nicole Brown, who was a close friend Reddy, wrote, "I just saw her at Christmas #RIPHelenReddy." Reddy's ex-husband, Jeff Wald, wrote "I am v sad to announce that my first wife of 18 years and the mother of my two oldest Traci & Jordan. Traci spent the morning with Helen and she passed soon after under the excellent care of the Motion & Television Home. #Helen Reddy." Today Extra host David Campbell paid tribute to Reddy, noting that her iconic song is still inspiring today. "Hearing that Helen Reddy has passed away. A great Australian entertainer. Her anthem 'I Am Woman' still resonates. RIP," he tweeted. Radio and TV host Amanda Keller honoured Reddy in a touching tribute via Instagram, noting the singer was a big inspiration during her teenage years. "So sad to hear of the passing of Helen Reddy," she captioned her post. "As a teenager, I'd mime to 'I Am Woman', and dream of a future that was only afforded me because of the hard work done by other women inspired by the sentiments of that song. What a woman." Aussie actress and comedian Magda Szubanski honoured Reddy while reminiscing on her first time hearing the singer. "Vividly remember when I first heard Helen Reddy sing 'I don't know how to love him' - goosebumps! And then to discover she was Australian. From Melbourne! Then... 'I am Woman'! What a voice. What a woman. What a legacy. Heart goes out to family, Toni Lamond, Tony Sheldon." Unjoo Moon, director and producer of the film I Am Woman, expressed her grief in a statement to 9Honey Celebrity. "When I first met Helen Reddy she told me that I would be in her life for many years. What followed was an amazing seven-year friendship during which she entrusted me with telling her story in a film that celebrates her life, her talents and her amazing legacy," she began. "I will forever be grateful to Helen for teaching me so much about being an artist, a woman and a mother. She paved the way for so many and the lyrics that she wrote for 'I am Woman' changed my life forever like they have done for so many other people and will continue to do for generations to come. She will always be a part of me and I will miss her enormously. "On behalf of all of us involved in making the film I am Woman, producer Rosemary Blight and I extend our condolences to Helen's family especially her children Traci and Jordan, her granddaughter Lily and her ex-husband Jeff."  See more reactions below:  Helen Reddy: Life in pictures  |
| Posted: 30 Sep 2020 05:43 AM PDT  The Instagram accounts of select celebrities are going to look a lot different this week, thanks to the #ShareTheMicUK campaign. High-profile white women are handing over their platforms to Black women on Thursday 1 October, to help magnify their voices and highlight their brilliant work. With Booker Prize-winning author Bernardine Evaristo, entrepreneur Sharmadean Reid and BBC director of creative diversity June Sarpong all on the roster to take part in the exercise, it promises to be a fantastic showcase of talent that ultimately aims to challenge racial inequality. Back in June, a number of Black women – activists, celebrities and entrepreneurs – successfully took over the Instagram accounts of white women, including Kourtney Kardashian, Diane von Fürstenberg, Megan Rapinoe and Sarah Paulson, collectively reaching millions of people. Now, British Vogue can exclusively reveal, the same is set to happen in the UK to kickstart Black History Month. Over 70 women with a combined audience of over 175 million on Instagram alone will participate in the one-day scheme. "As we battled with 2020's challenges and tragedies, a personal ray of hope emerged: never in my life have I had and witnessed more meaningful, honest discussions about racial disparity," says British Vogue's publishing director, Vanessa Kingori MBE, who is leading the campaign alongside Farfetch chief customer officer and chair of the British Fashion Council Stephanie Phair. "This has to be just the beginning," Kingori continues. "My relationships with so many friends and allies deepened this summer as we opened up and began truly discussing the Black experience in the UK, and worldwide. Our aim is that this movement will bring some of these thoughts and reflections to a wider audience via the ultimate facilitators of change: women. Within the challenges faced by Black people are human stories of triumph, of success, of overcoming, of incredible leadership, of joy and of love. Many of us in the Black community know some of these women, and their stories – it's time the world does too." It is Kingori's hope that the project will inspire lasting change. "In our shared responsibility to dismantle systemic racism, relationships of mutual respect and support can bring people together and break down barriers. Knowing and understanding these nuanced stories can challenge our perspectives and ultimately help change the world." Originally created by Bozoma Saint John, Luvvie Ajayi Jones, Glennon Doyle and Stacey Bendet Eisner in the US, the campaign was led by Black women sharing their stories and experiences with the intention of forging essential relationships, and promoting anti-racism activism across multiple industries. The UK version will follow a similar format, bringing together incredible women and reaching millions of people on social media. Women including Rosie Huntington-Whiteley, Christiane Amanpour, Charlotte Tilbury, Victoria Beckham and Kourtney Kardashian will be using their Instagram accounts to #ShareTheMicUK. "Women are powerful. Women working together are irrepressible. We are at a moment in history where change has to happen," Farfetch's chief customer officer and campaign leader Stephanie Phair tells British Vogue. "The time to talk about it is over and the time to take action is now. I have always believed that when women come together, powerful change happens. The events this year have shown that there is still so much to do to create a world underpinned by equality, understanding and respect. Where everyone has the opportunity to succeed regardless of race, and individual stories matter and are heard. "I was so inspired by the #ShareTheMicNow project which ran in the US, and seeing women share their stories and their platforms in such an active way. I'm so happy alongside Vanessa to bring this to a new audience here in the UK. Storytelling, sharing opportunities and creating personal relationships will be a powerful tool as we work towards a better future." We can't wait to see what fantastic conversations are born of the collective action. More from British Vogue:  |
| Loose Women’s Saira Khan blasts ‘disgusting’ Claire King error and calls for urgent change - Express Posted: 30 Sep 2020 03:16 AM PDT  Saira went on to say: "I bring colour into this debate, because when you have seen and been a victim of blatant racism, discrimination and ignorance in the media industry based on the colour of your skin, THESE kind of mistakes do not sit lightly. "They feed into your insecurities, your self worth, your confidence and self belief. "This has happened to me so many times, I get called the wrong name, accidentally missed of, mixed up with other Asian celebrities because we look the same!" Saira went on to blast the "accidental mistakes", adding: "You can never appreciate or understand my upset and disappointment."  |
| You are subscribed to email updates from "female celebrities" - Google News. To stop receiving these emails, you may unsubscribe now. | Email delivery powered by Google |
| Google, 1600 Amphitheatre Parkway, Mountain View, CA 94043, United States | |
Comments
Post a Comment