YUESAI Signaling a Clearer Marketing Shift

The signs of change at YUESAI have been unmistakable. Since the launch of its skincare line designed specifically for mature skin, the veteran Chinese beauty brand has been noticeably stepping up its game.

The most striking move yet came with the recent announcement of actor and singer Xiao Zhan as YUESAI’s first-ever global brand ambassador for its sun care category. In a bold statement, YUESAI wiped its social media accounts—across Xiaohongshu, Weibo, and Douyin—leaving only posts featuring the star. The strategy quickly sparked industry speculation: is YUESAI in the midst of a full-scale brand overhaul?

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