Lancôme taps Jolin Tsai as APAC ambassador

Lancôme has appointed Taiwanese singer Jolin Tsai as its new APAC brand ambassador, with the partnership centering on self-expression and genuine personal growth.

On Weibo, Lancôme explained its reasons for partnering with Tsai, drawing links between her public image and the brand’s updated core values. Tsai constantly pushes artistic boundaries onstage while remaining unrestrained off-camera, embodying quiet self-assurance and a rejection of restrictive social stereotypes – the core messages Lancôme seeks to deliver to APAC consumers.

Tsai echoed these messages in the launch video. Instead of presenting self-development as a forced performance, she described growth as a natural, ongoing journey of personal change that reveals new sides of one’s identity.

To deepen narrative resonance, Lancôme subsequently released a short interview with Tsai. The discussion covered relatable topics tailored to modern APAC beauty consumers: her definition of optimism, how she handles personal and professional challenges, and whether there is a single right way to live.

“Optimism means freely exploring every part of myself, including the versions I have not yet discovered,” Tsai said. “Life has no set plan; constant self-discovery brings countless small joys. Right now, I am exactly where I should be – steady and peaceful, ready to welcome all unknowns and bright times ahead.”

As part of this partnership, Tsai also fronts Lancôme’s newly launched high-end serum range.

MARKETING-INTERACTIVE has reached out to Lancôme for more information.

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