Dylan Wang joins Rihanna’s Fenty Beauty as global rep

Subscribe to our Jing Beauty to get the latest on China's world of beauty and wellness. On September 2, LVMH-backed Fenty Beauty announced actor Dylan Wang (Wang Hedi), 25, as its global ambassador, the brand’s inaugural Chinese global ambassador since its launch. As Rihanna’s Fenty Beauty makes its initial foray into the Chinese market, choosing “little fresh meat” Wang as global ambassador reflects his alignment with the brand’s cool kid ethos, but also acknowledges his wide-reaching influence and powerful appeal among the country’s young beauty spenders. Wang, who has 21 million Weibo followers, shared a video of his WeChat call with Rihanna. The post garnered over 10 million views on the first day of release. In the video, the two shared lighthearted moments that amused fans and netizens. Wang showed Rihanna a jianbing (煎饼, or crepe-like street food), referencing how she went viral on Chinese socials for making the popular Chinese street food during her visit to China in May. A week earlier, Rihanna surprised fans by following Wang on her official Weibo account, making him the only Chinese star among the 13 accounts she follows. Wang followed her back, teasing fans about the news. The many fans of both celebrity and brand eagerly anticipated the collaboration even before the official announcement, with many buying Fenty products. Limited-edition gift boxes from the pre-launch campaign sold out and sales skyrocketed. The strong market response before any formal announcement is a testament to Wang’s influence on consumers. On the day of the announcement, a playful name was revealed for the partnership, Feng Lei Di Huo (风蕾棣火), which can be translated as “taking over the world by popularity,” sparking anticipation for further collaborations between the brand and its ambassador. As a latecomer to China’s saturated beauty market, Fenty Beauty faces several challenges. However, Rihanna’s recent trip to China, her appearance on Chinese livestreams, and the appointment of Wang as a global ambassador have given the brand impressive initial exposure and hype. In May, Fenty Beauty generated $1 million in Media Value (MV) according to the Jing Daily x WeArisma Beauty Leaderboard. Sustaining this momentum requires strategic investment. Rihanna and Wang’s celebrity status will no doubt be a boost. Fenty Beauty, known for its product diversity and inclusivity, may need to further localize its product to Asian skin to appeal to more sophisticated Chinese beauty consumers.

Dylan Wang joins Rihanna’s Fenty Beauty as global rep

On this page

Published September 04, 2024

Sectors

Insights

Company

Dylan Wang joins Rihanna’s Fenty Beauty as global rep