On Sunday, Estée Lauder announced Chinese actress Xin Zhilei as an ambassador for its cosmetics line and released a major advertising campaign featuring her. Xin has approximately 12.93 million followers on Weibo and is one of the main cast members in the recent popular TV series Blossoms Shanghai (繁花), directed by Wong Kar-wai. Estée Lauder is an official sponsor of the TV series. Some analysts suggest that Estée Lauder's intention is to connect with Chinese consumers through this TV series and redefine its position as a leading high-end beauty brand.