A spectacular debut: Foreo celebrated its new partnership with Chinese pop star Xin Liu by lighting up the walls of the Shanghai Global Harbour Mall

Superstar power: Liu’s fans drove a surge in Foreo’s sales just after the announcement

CHINA. Swedish beauty tech giant Foreo has named Chinese singer Xin Liu, from pop group THE9, as its new Global Brand Ambassador.

Liu is a regular trending name on Chinese social media since her first appearance on the Chinese TV Programme, ‘Youth With You 2’ in 2020, whose finale reached over 6 million views.

The official announcement was made on Foreo’s official Weibo, WeChat and TMall channels. Liu’s fans drove sales of over US$1 million on the Foreo TMall flagship store within 30 minutes of the announcement.

Liu stars in the ‘Foreo for Real’ campaign, which champions her style, individuality and authenticity.

The campaign also highlights the Luna 3 Face Brush and Anti-Aging Massager for Sensitive Skin.

The Luna 3 is the hero product of Foreo’s best-selling Luna Series. Using new technology it now features softer silicone bristles which direct up to 8,000 T-sonic pulsations per minute. It lifts away, dirt oil and makeup residue, delivering gentle facial cleansing with much more efficacy than its predecessors.

Xin Liu from ‘THE9’ is celebrated for breaking boundaries in the celebrity world

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Foreo kickstarted the campaign in spectacular style, by lighting up the walls of the Shanghai Global Harbour Mall with images of Xin Liu.

As Global Brand Ambassador, Liu also appears in various online and in-store displays including life-sized posters located at Foreo counters in Haikou Meilan International Airport, the CDF Mall in Haitang Bay and the Haikou Mova Mall in Haikou.

According to Foreo, Liu’s androgynous style, creativity and boldness to go beyond societal norms resonates with its own brand values as it continues to deliver effective and innovative products.

Its ‘Beauty for Beautiful People’ slogan represents Foreo’s commitment to offering functional beauty products to every age group, gender, or gender-orientation without being restricted by societal definitions.

Commenting on the appointment, Foreo China General Manager Davor Soldo said: “I am extremely appreciative of Miss Liu’s fans that have responded so positively to the announcement and am thrilled to see their incredible engagement.

“I do believe that Miss Liu is the right fit for Foreo, as she projects free spirit, integrity and innovation which is in line with Foreo’s values. I look forward to expanding this partnership and exploring a new side to Foreo with Miss Xin Liu.”

Foreo for Real: A life-sized cut-out of Xin Liu greets customers at several of Foreo’s high-profile counters in Hainan

Footnote: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.

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