It was groundbreaking when Estee Lauder announced Chinese model Liu Wen as the first Asian spokesmodel for the luxury make up brand, now her first advertising campaign for Estee Lauder has been unveiled in style in Beijing, China. Together with the brands Creative Make Up Director, Tom Pechuex, the pair made a stunning debut with Wen looking every inch a supermodel in a gorgeous white gown by Derek Lam.
“Liu Wen represents the new face of global beauty,” said Aerin Lauder, Senior Vice President, Creative Director, Estee Lauder. “We are thrilled to celebrate her official debut for Estée Lauder here in Beijing.”
Wen’s first campaign is for the launch of the new Pure Color makeup collection with Pecheux creating an exclusive limited edition collection of makeup products to mark the occasion – Pure Color Metamorphosis, inspired by the unspoken glamour and strength of the modern Chinese women and created specifically for China.
“China is our fastest growing market,” said Jane Hertzmark Hudis, Global Brand President, Estée Lauder. “We are certain Liu Wen will resonate with the brand’s Chinese consumers as well as our consumers around the world.”
The Pure Color ad was shot by Craig McDean with the makeup look created by Tom Pecheux – which included glistening pastel eye shades and a pink crystalline lip, combined with hair accessories of black lacquered butterflies to reveal Liu Wen as the image of delicate sophistication.
For the rest of us, we’ll be seeing more of Liu Wen when she is unveiled in global Estee Lauder advertising campaigns from January 2011.
Sadly we’re not based in China so our local contacts can’t give out more information about the Estee Lauder Pure Color Metamorphosis collection, but we were recently told that the company will be announcing an exciting new face in the new year – a replacement for Gwyneth Paltrow who’s contract with the brand expired last year?
P.S. Check out Liu Wen’s personal blog here, just a warning, it’s in Chinese.