Nars welcomes Chinese megastar Xiao Zhan as the brand’s newest face

Renowned Chinese actor and singer, Xiao Zhan, has been appointed as the latest spokesperson for Nars. — Nars Cosmetics/Instagram

A golden ticket for fashion and luxury brands to drive sales and gain commercial success these days is celebrity endorsements.

Over the past few years, we have seen a variety of Asian faces leading the way in the brand endorsement field. From BTS’ partnership with French luxury fashion house, Louis Vuitton, to Dongyu Zhou’s deal with renowned American beauty retailer, Victoria’s Secret, this marketing tactic is showing no signs of slowing down.

Capitalising on this trend is French beauty and skin care company, Nars Cosmetics, who recently appointed Chinese superstar, Xiao Zhan – also known as Sean Xiao – as the brand’s ambassador.

On Feb 20, Nars announced on Instagram that Xiao Zhan was perfect in exemplifying the brand’s long-standing commitment to an audacious vision of beauty and self-expression.

The 30-year-old has acted in various popular dramas such as The Untamed (2019) – which instantly shot him to stardom – The Wolf (2020) and Douluo Continent (2021) amongst others.

In April 2020, Xiao Zhan achieved a Guinness World Record for the fastest-selling digital track in China after his digital single, Spotlight, sold 25.48 million copies within the first 24 hours of its release.

Boasting over 29.8 million followers on Chinese social networking site, Weibo, this acclaimed actor and singer is undoubtedly one of China’s most influential celebrities.

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With that said, this isn’t the first time Xiao Zhan got luxury brands reaching out to him. Big names like Gucci, Tod's and Zenith have also appointed him to endorse their products.

His influence in the fashion realm is huge. From luxurious timepieces to high-end cosmetics, everything Xiao Zhan touches is bound to get sold out.

Just a day after the reveal, Nars’ video announcement racked up over 42.1 million views, 5.86 million likes and one million shares on Weibo, solidifying the superstar’s impact in the fashion industry.

Goods in both online and offline shops were quick to sell out too. On social media, fans posted various pictures of crowds gathered at Nars outlets and screen recordings of the cosmetics being sold out in e-commerce sites.

In Tmall, the third most visited website globally in 2021 according to Alexa Ranks (a web traffic estimator), Nars’ flagship store saw an increase of 20,741.14 percent in transactions following the idol’s appointment – rising 50 spots to place at number one among all brands, according to a Twitter fan account, @xzhan1005.