CHINESE TV AND FILM STARS HIRED AS MARKETERS BY LOW AND HIGH-END PERSONAL CARE PRODUCT COMPANIES
October 1st, 2010
BY MARK GODFREY
THE KNOWING, slightly sinister smile is instantly recogniseable. But instead of slaying rebels Huang Xiao Ming is shilling Olay men's moisturiser and deodorant. Huang's face is recognizable to Chinese who'll have seen it plastered on billboards nationwide promoting the 2009 blockbuster The Message, a spy thriller set (as many films are in China's state-controlled film business) during the fight against Japanese occupation.
However, overuse of (certain) celebs and a poor use of them - famous faces simply lending their face and saying the product ...
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