Liu Wen for Estee Lauder

Estée Lauder just signed models Liu Wen (left... duh) & Constance Jablonski (right); congrats to both, as they're the first from either country to be signed to the cosmetic giant.

The signing of Wen is what really makes this a great move--beauty ideals are really taken seriously, almost to an extreme, on the 'Eastern' side of the world; whereas in Western countries there are pages devoted to facial regimens and skin care, in countries like China, Japan, and Korea, you have entire magazines devoted to a single aspect, such as nail art, painting the perfect pout, and especially whitening the skin.

Wen's success as a model on the international front--the first Asian to walk for Victoria's Secret, the first Asian face for EL & 49 shows this last season!--has definitely resulted in major props & pride on the home front in China; for Estée Lauder to sign an Asian face for representation is a definite sign of the globalization of 'beauty' and a sort-of affirmation of the beauty of Asians, which will undoubtedly up their cache in Eastern countries against brands that have not 'held out,' so-to-speak, in not featuring Asian models, such as Shiseido or SK-II (which are also based in Japan).

Essentially, a European company embracing a Chinese gal = happy Chinese people & even more Chinese girls aspiring to be like Liu Wen = saaaaaaaales & $$$$$$.

Via StyleList.