Showing posts with label france. Show all posts
Showing posts with label france. Show all posts

Tuesday, April 20, 2010

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 & $$$$$$.