Estée Lauder spokesmodel Liu Wen makes China debut

Published: 29-Nov-2010
Colour Cosmetics

Chinese model expected to resonate with global consumers

Estée Lauder spokesmodel Liu Wen makes China debut
Estée Lauder signed Chinese model Liu Wen as a face of global beauty in April this year but last week saw her official debut for the company in Beijing to launch the new Pure Color make-up collection.

“Liu Wen represents the new face of global beauty,” said Aerin Lauder, senior vp, creative director, Estée Lauder, at the launch. “We re thrilled to celebrate her official debut foe Estée Lauder here in Beijing.”

To mark the occasion, Tom Pecheux, the company’s creative make-up director, created a limited edition make-up collection, Pure Color Metamorphosis, designed to evoke ‘the unspoken glamour and strength of the modern Chinese woman’ with a new ad shot by photographer Craig McDean featuring a look by Pecheux with pastel eye shades and pink crystalline lips.

“China is our fastest growing market,” said Jane Hertzmark Hudis, global brand president,” Estée Lauder. “We are certain Liu Wen will resonate with the brand’s Chinese consumers as well as our consumers around the world.”

Liu Wen is the first Chinese model to be signed by Estée Lauder and will appear in the brand’s advertising campaigns globally from the beginning of January 2011.

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