Core Insights - The collaboration between beauty brands and celebrities has surged this year, with over 20% of endorsements in the beauty and skincare category in Q1, indicating a strong market position [1] - Notable examples include Tian Xuning's partnerships with Decorte and Han Shu, which resulted in significant sales spikes, raising questions about the authenticity of reported sales figures [1][5] - The industry is witnessing a shift from influencer marketing to celebrity endorsements due to declining effectiveness of influencer promotions and lower costs for celebrity partnerships [9][14] Group 1 - The effectiveness of beauty endorsers in enhancing brand value is under scrutiny, prompting industry reflection [5] - The trend of brands moving away from influencer marketing to celebrity endorsements is attributed to the diminishing returns of influencer campaigns and the need for stronger brand recognition [9][14] - The current celebrity endorsement strategy is evolving, focusing on integrated marketing that combines storytelling and consumer engagement rather than traditional advertising [14][35] Group 2 - The rise of sports and short-drama stars as new influencers in the beauty sector is notable, with athletes like Sun Yingsha and Wang Chuqin becoming prominent brand ambassadors [16][19] - Brands are increasingly selecting endorsers based on their alignment with brand values and target demographics, leading to a more nuanced approach to celebrity partnerships [22][23] - The integration of live streaming with celebrity endorsements is emerging as a new strategy to enhance brand visibility and consumer engagement [15][36] Group 3 - The industry is facing challenges related to the potential risks of celebrity endorsements, particularly the impact of negative publicity on brand reputation [25][32] - Brands are implementing rigorous vetting processes for selecting endorsers to mitigate risks associated with celebrity scandals [26][29] - The focus on long-term brand alignment with celebrity partners is essential to avoid the pitfalls of short-term marketing strategies [36][37]