Matthew Keegan
Oct 29, 2018

Can China’s 'little fresh meat' deliver big brand results?

With authorities in China already starting to discourage effeminate behaviour in the media, we analyse whether the country's boy idols can keep delivering visibility and sales for brands.

The actor and singer Lu Han at the launch of the Vivo X23 smartphone in Beijing in September 2018

According to André Hoffmann, president of the APAC division of beauty brand L’Occitane, the company experienced double-digit growth in China in 2017, with an 11% increase in net sales and an impressive 49% increase in sales on China’s popular ecommerce platform, Tmall. This was in large part, he says, “due to a highly effective celebrity campaign with Lu Han.”

The Chinese singer and actor, dubbed the Chinese Justin Bieber’, is one of the foremost poster...

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