The luxury jewellery house chose 22-year-old singer and actor Cai Xukun as its new face. Cai is very popular among the younger Chinese generation (more than 34 million followers on #Weibo). De Beers’s official Weibo account’s announcement was a great success and received more than two million likes and comments.
Using male ambassadors to promote traditionally female product categories like beauty or jewelry might seem strange in the West, but it is nothing new in China. For example, men have promoted other luxury brands such as Kris Wu for Bulgari, Jackson Yee for Tiffany & Co., and Lu Han for Cartier.
Congratulations on this announcement’s success! It is very exciting news for De Beers Jewellers, our e-commerce brand partner!