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| Why Zhao Lusi Becoming Pechoin’s Ambassador Feels Inevitable to Netizens (Photo: Pechoin) |
When a brand and a celebrity feel naturally aligned, the public can sense it instantly. That’s exactly what happened when Pechoin officially announced Zhao Lusi as its newest brand ambassador on 16 January. The collaboration landed with strong buzz online, not because it was unexpected, but because many felt it simply made sense.
Pechoin is one of China’s most established skincare names, long associated with Eastern herbal formulations and a philosophy rooted in time, balance, and gentle strength. Zhao Lusi, meanwhile, has built her reputation not just on popularity, but on consistency, warmth, and an image that feels sincere rather than manufactured.
Put together, the pairing reads less like a marketing move and more like a shared narrative.
According to the brand, Zhao Lusi represents a modern interpretation of Eastern beauty, one that continues to grow and evolve rather than stay frozen in tradition.
Her career journey, marked by steady progress and a grounded attitude, mirrors Pechoin’s own evolution from its iconic blue jar heritage to newer, tech-enhanced skincare lines that still lean on herbal foundations.
On the same day as the announcement, Pechoin also released its latest TV commercial starring Zhao Lusi. The visual storytelling leans heavily into light, texture, and time, framing beauty not as flawlessness, but as something shaped through experience.
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| Zhao Lusi and Pechoin Team Up |
The message is clear: marks of time are not something to erase, but something to care for and move forward with.
The campaign also stands out for its scale. Beyond social media platforms like Douyin and Xiaohongshu, Pechoin rolled out large-scale offline displays across major cities including Beijing, Shanghai, and Chengdu.
Eye-catching screens and interactive installations invited fans to experience the campaign up close, while widespread building media placements ensured constant visibility in daily urban life.
Fan and netizen reactions, as expected, vary in tone but remain largely engaged. Many fans praised the collaboration as “surprisingly fitting”, noting that Zhao Lusi’s calm yet resilient image aligns well with Pechoin’s long-standing brand values. Others highlighted how rare it feels to see a skincare endorsement that doesn’t rely purely on glamour, but instead focuses on inner strength and long-term care.
Some netizens discussed the strategic side, pointing out that Pechoin is clearly aiming to connect more deeply with younger consumers without abandoning its heritage.
A smaller group questioned whether traditional brands can truly stay relevant, though even these discussions often acknowledged that Zhao Lusi is a strong choice to bridge generations.
Looking ahead, Pechoin and Zhao Lusi are positioning this partnership as a long-term journey rather than a one-off endorsement. The brand frames it as walking alongside consumers through time, protecting both skin and the quiet courage needed to face everyday life.
What do you think about this collaboration? Does Zhao Lusi feel like the right ambassador for Pechoin, or do you have someone else in mind?