ABSTRACT
Within China’s beauty industry, virtually all beauty brands have their celebrity endorsers. Some use local artists, such as Ziyi Zhang representing Maybelline (Lee 2007), whereas other brands employ foreign (Western) celebrities, such as Catherine Zeta-Jones for LUX (Turner 2009). However, an emerging issue pertaining to the use of celebrity endorsements questions whether two different celebrities—Chinese and Western—will each have a different appeal within the Chinese market? Therefore, this chapter examines this notion from a perspective of female Chinese consumers.
