Local shop Freeway, which developed the television campaign for White Refiner, said Li was chosen to front the spot because of her healthy and energetic image.
"Li has a talent for languages, especially Mandarin. Her image is healthy, energetic and cheerful, which perfectly matches the image of the product and the brand," said Freeway managing director Timothy Chan.
Despite extensive use of celebrities to push skincare and cosmetic brands, Chan maintained that celebrity-based advertising could help a cosmetic brand differentiate itself from rivals. "Celebrity endorsement can highlight the benefits of the product," Chan said, noting that Li was also blessed with naturally fair, healthy skin.
Ultima whitening brand selects HK star to front push
American cosmetic brand Ultima II has tapped actress Lily Li, best known for teaching Mandarin to local television viewers, to front a campaign promoting its whitening skincare product.