So its been announed that Estee Lauder have signed two new models, Constance Jablonski from France and Liu Wen from China.
Over the years, models in Estée Lauder’s global campaigns have hailed from the U.S. (Karen Graham, Willow Bay, Carolyn Murphy, Gwyneth Paltrow, Hilary Rhoda), the U.K. (Elizabeth Hurley), Czech Republic (Paulina Porizkova), Poland (Anja Rubik) and Ethiopia (Liya Kebede).
I read this with a lot of interest over the fact that Estee are using a Chinese model in their Global campaigns. Very few mainstream brands use Chinese models for their GLOBAL campaigns if at all. For example, Zhang Ziyi models for Maybelline but her ads are only shown in Asia.
Constance Liu Wen is already a top model in China:
Being a British Chinese Woman, I think its a positive thing (without gushing and breaking into ‘we are the world’) and its about time a major brand used Chinese model. How much money is spent on luxury items in South East Asia? A lot.
There’s serious money to be made with the Asian market and a lot of the women I know over there, young and old will seriously hand over a lot of moolah in return for good quality products. Also I think it will be a step towards integrating Chinese faces into mainstream media – something which is still seriously lacking in the UK.
But I’m wondering – if you aren’t Chinese will seeing make up on a Asian face hold appeal for you?
If you are Asian or from a so called Ethnic Minority, do you think this is a good move?