Meitu Takes Beauty Forward with #FacesOfFashion

The Meitu campaign promotes global talent, beauty, and fashion brands through China’s top social video-sharing platform, Meipai.

Meitu, a beauty app developer with apps installed on more than a billion mobile devices worldwide, has unveiled #FacesOfFashion, an international campaign promoting global talent, beauty, and fashion brands through China’s top social video-sharing platform, Meipai.

The push kicked off by streaming London Collections Men to over 100 million Chinese users. Fashion influencers including Eva Herzigova, Stephen James, and Oliver Proudlock have come on board to shoot exclusive footage. With backstage access, the interviews are underway.

Big names like Niall Horan, Stanley Tucci, Hu Bing, and David Gandy have been featured. Meitu has plans to take the #FacesOfFashion platform to multiple fashion and beauty events throughout the United States, Europe, Latin America and Asia Pacific as an ongoing initiative.

The effort comes off the heels of a tie-up with South Korea’s top influencer and makeup artist, Pony. Said programme included in-app promotion on MakeupPlus as well as branded makeup looks, tutorials, and exposure on Meipai. Over 730 million selfies have been created.

The success of the exercise inspired Meitu to leverage its user base via the platform to help bridge the gap between the east and west and provide exposure for brands, influencers, and events outside of China to a Chinese audience hungry for content from other markets.

“FacesOfFashion is an exclusive, cross-cultural campaign designed to bring content from global talent, beauty, and fashion brands in other parts of the world to hundreds of millions of mobile consumers in China,” said Frank Fu, Managing Director at Meitu (Global Operations).