In March, La Mer, Pat McGrath Labs, and NARS Cosmetics excelled in China, with La Mer’s “Beyond The Surface” campaign featuring Jun Ji-hyu generating a remarkable media value of $762.6K. Local brands Proya, Water, and Florasis also shone, each surpassing $1M in media value, driven by influencer promotions and strategic offers. Discover the strategies that fueled their success in the competitive Chinese beauty market.
Published On: April 3, 2024
Top Beauty Brands in China: March Success Stories
La Mer, Pat McGrath Labs, and NARS Cosmetics were the most successful international beauty brands in China this March.
A new campaign entitled “Beyond The Surface” featuring La Mer’s ambassador, South Korean actress Jun Ji-hyu, immensely boosted the brand’s performance in March. La Mer’s staggering media value of $762.6K highlights the significance of campaigns with influential sources and meticulously assigned brand ambassadors.
Meanwhile, Proya, Water, and Florasis were the most influential local brands, each generating impressive media values of over $1M. Proya’s success as the most influential brand in the Chinese market this month can largely be attributed to discounts and special offers shared by Chinese influencers; a marketing strategy that proves the impact of both exclusivity and influential sources to bridge the gap between customer and brand.
Stay tuned for the next leaderboard to discover which top beauty brands are activating their share of voice in the Chinese market.
Find out which strategies drove success in the highly competitive Chinese market this March here.
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Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.
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The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
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