When fans discovered that Liu Hao Ran, a rising year-old Chinese actor with over 26 million fans on Weibo, used the fragrance Chanel Bleu, Chinese social media exploded. His fans, in comment after comment, begged to know if it was the Eau de toilette or the more recently launched Eau de parfum that they should buy in order to smell just like him. Shortly afterwards, fans of young celebs like Liu Hao Ran went a step further, creating a list of other favorite young male celebrities and their supposed choice fragrances that went on to garner more than million views. To be sure, the two posts were a tremendous boon for the fragrance industry, but what — if anything — can luxury brands learn from them? Even though much of the information in the fragrances list was speculation, the virality of the list shows just how committed young Chinese are to their favorite young stars, and more importantly, to what they wear, buy, and now what they smell like. Take Lu Han. These choices reveal a deep change in the fragrance habits of young Chinese consumers, who are now electing to set their own generational benchmarks and no longer simply following popular Western trends and rankings. Another takeaway — beyond a strong interest in what Chinese male idols smell like these days — is just how influential these top stars are.
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WOMEN'S FRAGRANCES & PERFUME
The rapper captivated fans with his gorgeous posters as the newest brand ambassador for Armani Beauty — an assignment he excitedly announced on August 2. He specifically serves as the new face of their popular perfume line Si Passione Eau de Parfum. Showing his gorgeous visuals, the dashing idol starred alongside the irresistible reinvention of the signature Armani fragrance, which is available for USD per bottle. Additionally, Jackson also shared snippets of his commercial film for Armani through his Instagram stories. He also launched a velvet capsule collection he designed himself — his first ever — with the brand. He had also recently shared his global ambassadorship for the luxury brand Cartier, where he modeled its popular jewelry line Juste Un Clou. The elegant collection is composed of high-end rings and bracelets which are said to be among the finest of fine jewelry.
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