On January 27th, Luu Diec Phi's commercial good news climbed to the top of trend keywords on Weibo. The actress was officially announced as the global ambassador of the British high-end perfume brand Jo Malone London.
Liu Yifei also became the first Chinese global ambassador in brand history.
This announcement not only made fans burst into tears but also completely dispelled previous rumors about her fashion and advertising position being "reduced".
On the same day as the announcement, Jo Malone simultaneously updated the Weibo launch screen, cover photos, and deployed comprehensive promotion for the new ambassador; global hard advertising campaigns are also being prepared.
More importantly, Liu Yifei holds the right to represent the entire product line of Jo Malone, which is completely commensurate with the top luxury resource system she owns such as Louis Vuitton fashion, Bvlgari jewelry or Tissot watches - creating a truly high-class commercial closed loop.
Including this contract, the "fairy sister" has 12 senior ambassador contracts, always persistent in the "less but high-class" path. Even during breaks, without acting, the actress still has big contracts.
The biggest meaning of this collaboration lies in breaking Jo Malone's tradition. Previously, this brand had never awarded the title of global ambassador to any Chinese artist. Choosing Liu Yifei is clearly recognition of her international influence.
As soon as the news was announced, the purchasing power of Liu Yifei's fans was immediately activated. E-commerce platforms quickly opened the "Liu Yifei with the same model" area, from classic scents, the Fleurish Black Bottle line to shower gel were all bought out. Many people also noted "Liu Yifei" when ordering to contribute to boosting sales.
Some stores also launched calligraphy services, bringing the feeling of "living with idols" to fans. Even, many fans called on the brand to launch a signature scent "Luu Diec Phi".
According to the media, the special point of this handshake is the suitability between Liu Yifei and Jo Malone.
In recent years, thanks to the image of a yellow rose in "Rose Story", along with the red carpet design with star-studded floral accessories, Liu Yifei has been dubbed by netizens as the "flower goddess". Liu Yifei's pure and elegant spirit is considered to be perfectly suitable for the image of Jo Malone's "English flower garden".
There is news that Liu Yifei actually completed the advertising photoshoot from January 19, just a brand that kept information absolutely secret, not revealing any clues.
