.Revlon has decided that now is as good a time as ever to relaunch its business in China. 🔐
After a soft launch in the fall, the Revlon Inc.-owned makeup brand is gearing up to roll out its full assortment of products on Tmall in May. To promote the brand in China and the rest of Asia, Revlon has tapped Jessica Jung, an American-born K-pop star and model, as its new global brand ambassador. Jung will appear in campaigns this year for Revlon’s Super Lustrous and ColorStay franchises, and launches such as the TotalColor permanent hair-color line making its debut this fall.
Revlon isn’t the first struggling American brand to tap a Chinese influencer to help its push into Asia. Victoria’s Secret this month revealed it had appointed Yang Mi, one of China’s most successful and highest-paid actors, to help boost its resurgence in Asia. “The consumer is evolved, and Revlon is all about self-expression and empowerment — I think it’s a good fit,” said Galfo.
With a strong contingent of beauty-obsessed consumers, China has become a key growth market for many beauty companies. But that could be subject to change given the coronavirus pandemic. It’s not clear yet whether young Chinese consumers, who once spent freely on luxury goods from European and American designers and brands, will be as enthusiastic about makeup as they were prior to the pandemic.
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