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.