Liu Wen
Estée Lauder sees the future of beauty in a face from the Far East.
September 2010
Prada tapped Chinese filmmaker Yang Fudong for its spring 2010 men’s
campaign. Dior recently shot an ad campaign in Shanghai. And Gucci has
35 boutiques and counting throughout the country. Now beauty companies
are joining the action. “China is our fastest-growing market,” says
Estée Lauder’s global brand president, Jane Hertzmark Hudis. “What
better way to honor that than to hire a native of the country?” That
would be Liu Wen, Estée Lauder’s new global spokesmodel. “We’re doing
very well in Asia, and we’re No. 1 in China,” says Aerin Lauder, senior
vice president and creative director. “So Liu Wen sends the perfect
message at the perfect time.” Lauder’s first Asian model grew up
watching her mom dab on the brand’s skincare products. “It’s very dry in
China, so she’s used the serum for a long time,” Liu says. “She can’t
believe I have this job!” Liu divides her time between Beijing and New
York, where she’s drawn to the Lower East Side. “It’s a very good place
because, first, there are so many vintage stores, and I love vintage,”
she enthuses. “And second, it’s close to Chinatown. Sometimes I really
miss my mom’s cooking.” Her mother is the first person Liu lists as a
role model, and although she admires Kate Moss’s style, her idol’s
lifestyle is another matter. “All the models talk about boyfriends,” she
says. “Even my mom asks me, ‘Where is your boyfriend?’ But I’m a little
busy for that. Besides, in China girls marry at 24,” says the
22-year-old. “So I have two years.”
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