Shiseido taps Zhang Ziyi as global brand ambassador for Clé de Peau in China push

12-Sep-2018 - Last updated on 12-Sep-2018 at 01:35 GMT

The Shiseido Group has named Chinese actress Zhang Ziyi as the latest global brand ambassador for Clé de Peau Beauté, in bid to capture the Chinese market.

Chinese-born Zhang joins fellow actresses Amanda Seyfried and Felicity Jones in this coveted role.

Her first campaign for the luxury skin care and makeup brand will feature its keystone product, La Crème, an iconic age-defying cream that contains the brand’s Illuminating Complex EX, a blend of Japanese Pearl, Theanine and Platinum Golden Silk Essence.

The campaign, which will premiere this fall, has been described by the company as “expressive, lyrical and full of light” and highlights the commitment to excellence that ties Zhang and La Crème together.

Key to China

As one of China’s most celebrated actors, the company said Zhang was a natural choice as it plans to grow the presence of Clé de Peau Beauté in the country.

”Our collaboration with Zhang Ziyi will elevate the awareness and aspirational status of Clé de Peau Beauté in the China market. It will help to further establish the quality and luxury that Clé de Peau Beauté and La Crème are already renowned for,” said Jenny Sun, Brand Director of Clé de Peau Beauté China.

With a career spanning over two decades, Zhang has appeared in over 20 films, including award-winning films Crouching Tiger, Hidden Dragon, Memoirs of a Geisha, and House of Flying Daggers.

In 2013, her performance in The Grandmaster by Hong Kong director Wong Kar Wai earned her 12 best actress awards, making her the most awarded actress for a single film.

“We have long admired Zhang Ziyi for her accomplishments and her dedication. Her beauty, warmth and generosity bring radiance to the world around her. Zhang Ziyi perfectly embodies the values of Clé de Peau Beauté because of her spirit and timeless elegance,” said Yukari Suzuki, Chief Brand Officer of Clé de Peau Beauté.

Zhang is a lifetime member of the Academy of Motion Picture Arts and Sciences and has been on the Cannes Film Festival juries thrice. She is currently a coach on the number one-rated Chinese reality competition show in China, An Actor is Born.

“I'm delighted to be the Global Brand Ambassador for Clé de Peau Beauté and to represent La Crème, an object of desire that is exquisite and modern. I'm proud to be part of bringing this energy to the world,” said Zhang.