Young male actors are taking over screens in China, from Internet TV to the movie theaters. Young actors like Lu Han and Yang Yang have become so popular they have given rise to a new term to describe them, “Young Fresh Meat.” Brands have taken note and used these celebrities in Skincare, Color Cosmetics, Consumer Electronics and Apparel Ads, yielding spikes in reception. For example, Lancôme created an interactive photo campaign featuring singer Lu Han, which received 61% more views than the brand’s average post on WeChat.
These celebrities’ halo effect extends to consumer products like toothpaste, soap, and laundry detergent. L2’s Insight Report on China’s Celebrity Influencers found that all of the top five CPG-related Weibo posts featured a young male celebrity. Top performing ad from Crest featured singer and actor Lu Han (former member of the South Korean-Chinese boy group EXO) and received more than a million interactions. Next in line Tide promoted two posts with young celebrities, one featuring Zhang Yixing and another featuring Xue Zhiqian.