11/12/2022 0 Comments Rihanna skin lighteningTo date in China, freckles and tanning are an acquired taste, which might also explain why Naomi Wang only represents Fenty Face, instead of standing shoulder to shoulder with Chinese singer and rapper Fan Chengcheng (范丞丞) and Singaporean actress Eleanor Lee (李凯馨) as its brand ambassadors. The appointment of Fan Chengcheng as Fenty’s brand ambassador is largely seen as a move to capitalize on his female fan following. Last February, for example, the freckles on the face of 25-year-old model Li Jingwen in Zara’s digital ad garnered less than a million views - but also controversy, with many comments from Chinese netizens stating that Zara has “uglified” Chinese beauty standards, because a typical Chinese girl doesn’t have freckles. There are about 320,000 posts under the keyword “tanning” and 10,000 posts under “freckles makeup,” which are sizable but pale in comparison to whitening, and reflects the market demand driven by the traditional beauty standards.Īnd brands that dared to challenge China’s mass market beauty standards have struggled. On the same app, however, only a small fraction of influencers are sharing how they tan or draw freckles. When you search “whitening” on the app, you can get over 950,000 posts on recommendations of natural whitening food, medical whitening injection shots, and for the most part, skin whitening makeup. In 2016, the skin lightening market in China was $1.66 billion but is projected to increase to $3 billion by 2025, according to Grand View Research’s report published last August.Īnalysis on China’s new super app, Little Red Book, tells all. Morgan, China has been a big driver of revenue for international cosmetic brands and the skin lightening market shows no sign of shrinkage. While being combined with stereotypical class perceptions - Chinese people with dark skin tones are considered farmers who need to spend less time under the sun - it ultimately gave birth to the multi-dollar skin whitening market.Īs the second biggest beauty market in the world, according to J.P. The country’s racial hierarchy, which was articulated by Chinese Scholar-Translator Yan Fu in the late 19th Century as non-whites being inferior, is still prevalent. Traditional beauty standards remain hard to crackĬhina’s traditional beauty standard is encapsulated by slang such as “ a white complexion can hide hundreds of faults” (一白遮百丑). With brands like Fenty starting the conversation around “inclusivity,” is China ready for more? Are there other opportunities for brands? Jing Daily examines what defines the term, and whether China is truly ready for inclusive beauty. Other than Fenty’s foray into China, with its own interpretation of “inclusive” for the market, what “inclusive” actually means in this seemingly homogenous nation is yet to be determined. Wang’s appointment as an ambassador aligns with this mission. It wants people to accept that there are various standards of beauty instead of simply an idealized fair skin, one of the sources said. In China, Fenty’s marketing efforts have been focused on being “trendy and cool” with some “inclusivity” element mixed in, a ccording to market experts and sources close to the matter. To put things into perspective, the size of China’s ethnic minorities is almost twice the entire population of the UK. But in China, with 91.5% of the population Han Chinese, who also happen to speak Mandarin as their mother tongue, the inclusion of the 113 million people that make up China’s 55 officially recognized ethnic minorities has been less successful socially, not to mention in the beauty market. In the US, however, Fenty was able to leverage not only its founder’s superstar status, but also its call for inclusivity for all women of color, epitomized by the 40 shades of Fenty foundations. The brand’s decision to have Wang represent Fenty Face - Fenty’s makeup method for all Fenty products - has also won praise from Chinese netizens and media.įenty’s success in China was not necessarily guaranteed. During last year’s Singles’ Day, only two months after launching on Alibaba’s Tmall, Fenty was the number one ranked new beauty store on the platform, selling 82,000 items for an estimated 21.7 million yuan ($3.15 million) in sales. Rihanna’s Fenty Beauty has been making great strides in China since entering the market in August 2019. “I’ve always believed that there are so many different standards for beauty, and I’m tired of being told that you are not skinny enough, your color is not light enough, and your eyes, your lips… and everything.” -Naomi Wang (王菊), Chinese singer, in English, in a Fenty commercial.
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