Marketing
August 5, 2021
Chinese “traffic stars” once offered beauty brands massive growth in China, but an explosion of idol scandals is tarnishing this strategy. Image credit: Shiseido's Weibo
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qqeqHssUD2X5yA8P1CJ0eB6BY0LvLMts4H4Avbz+20kGiggn13t07IY0Ikj0l6Oas7KUHCE9TEbMeOEy4IuAe8PrX7UzGJVKfksU4MmgWArT0cLVcVMTDxCp3yWrmn1rXJjFyLrCT1nKNv3rYqj6\/0BQgvx4Om1dQsJSWTmbTT5Yyrmm4dFk0BYYrAU7RbniMYIbV2+9RslrQH9rHJofKjWNpMv+Vqzzg7GNLQ6CcNNBXPAvqvnx7sazFfPQzWTs0oQcRGDATOch61Ddxme18vBjak0rNIOcmS\/AAeS1cosJuctYJY1iRQYlm\/FBNWGLR+ETowygC\/r6uFUgXPyi7DGC0frKlXsLGoWv9nGtV+gL\/QFI\/A5JVmXNDerHc3vzyruHtpyA78bhEeDaHc9sVpxNFQhAV1VBgm2vGxtuVzFdkDWZbai62R9VVPRP4uTqVuFqtg9NjeVbOewYTrGlNu25KBYKf4qKIlfgReCxZoEG8CQMjtlY4fHqc96+LllYjV50wn1iLTEgq+0wypIG3lKk3O8f+4IUf6sHozhKgqzlXYLyXBk6\/sMrtVDal0BPk547qcZiKghrY2KZuLvogvunG+ll6\/MsVIZcfj7NPvhyTtd9D+uWyjohSFhNtQ3KQy8RtFbnYaf1GHLoFh75CT2TFphcUzM0gilzJyTmt1Y1ComM2qxrsELugeegES3LlYv3+MPm\/DXhlIdKRxUutoArl\/+roN87sVOfI3EgcTXF7sudWSt+5Fm\/jgaOIU6pEg4zbhOPxl4Gjgkw2U6h4C4QvzgkS4NBQ8e\/56Te0iL+u58qeOIe24Gb0qrZxUq4Ca0M9P\/i8PnYtemqW3i0ATAwt2StyB7zjY0M\/HZ0sf3xfkvNPsJ3HlFYFNmW\/pRjzleZsi1NNLAULBW8EkXwrBda3IFeTsSV1BUA2SPRRXwAJ8XUbN\/TCUlk07DCaAxaaUPxvP1biRji1zXItAQ22GNnZW2gL89oID7vXrUjrgYW\/cXF4Q0TQxrdSgbPDQtCUral32Yr9rl+TWdR8GDFkpa1ERwZF0\/AN4DAmgFMDY1neVaamyamISyOCh\/Q4v+xe0fEOksGjqSyYypED3uLA7eEH+VssWpp80kAddutJo9V2ppfRgECHWQPsaLVBm8UFtUyqRh7UE5E8fM2BkaqF2F8FyAyvCF7qx4r1ve96MB7yQ0ldzFZb\/G2VwzkKQzO7PcFTMvUotPKF456Mbm3eRcf7A1+0KtIDUfE8\/g+zBrwpSgNCp3r5ahdresgmTwYiO388t7vBN45yvtWghBHJmI\/0kxnPTtg8uCa2HKUbmxRTt6MsKwmKknrQ+OEN7SEN3xQ\/IZy5ddwEsM4dv9MflPBFh29pAXd2a7ehWT1iGRlNx8IXcm2fqS50WtZS6VHFWcDD\/1Vo\/JW1PYDJI6yxzcD2ABnI\/fyP99JRVn6sr\/FWk0uUAInUUmPgYypWjUjdvEV\/rmA0X5Jnx15WjatJKk5dxGxn8jH0QpUclJZxrBDkoPlQ+vwHrYPAlEkaJLJEhSm+Wsk1kRbv7QR11OOJtUkC8oVBW8xhYZDztZRy1Vqydfo1os\/pCFNgZuUOGByxTz6ZdLDu\/hBD5Ud3ri3XVXmWduN+X0wBOb407Haexyn+Dgq1EsjonIhjtxdnS7WUhQH64LHIWrLCq7c7kvKfue3snPzynT+J+uuDaCScoNhdn7TdkCqvQZlCU7zWMtsQ1Mrqc9eumW5W0GjcOtq0X0CMhNBWVVFsDqK5u3naOyWFCBIeFVFesFvQqPT7pQRot13dff9rOpd4nx4eSc8cDdQ72KF4jLwuVAM2fVsF7m3U2oeOXa1\/pApLojotExu8LJ7\/28w0JwNTqn6umdjGtpwOaZhdjUQTi\/vlSzsTGyrQqmzA4J64QcOFsq48DN1gdyZEYeMfR7tOthqITjQ\/zREMFMCwiUx\/2QJrB1tLyhpsmLBEqM6J4+cZ0MM30NJ10DOQ6eaXbn6Kyt1uh3gL8GNPpjqbnxpYAh1GOwk972i0T3T8IhZal9xUiucj5w7ZUlkCkneidLT46iiZ2FdHfUCoHxhhdl3XsCCUz+pk2YibRl1W5zOD+Z1rbqtNDSgLOonBmJLBtr9ZgjZGN+pntPho+Mb9ZsC5qmT9X7Bv3Q7EPtQbl64pyYXhTVMZC1O1cKvyV1r9h5m5eo7KBXMKSvFnLwJSCwzVzYaz3spfhEh1gqM84sJyGes2lSEa2tINJG+DO\/ahIqAMlIR+1\/s\/oVAIiV\/xi9mU01MLttyvKuRQ3xIC+nxI8DobPbfsTByFhvJ3FHukSJ92eCWWupOibCkG4NHGiog+SAstdabiMh+Z45HR5A6g7EIkjv29jY7zdYEWA3AAxuBHBq69iVtgoCnK8LHi5qHeNtZVOEr58Rdys9Kq8xcwI5s4dknVTUqQTkpgVmfTIkWkaGgJOLTAZz4KfF9YWAOUiaaZB1OhMxZDwvW7EiSC\/soduIwMaWOYa4YsM0H44bP+Nx7xYBZxg6O2BHUtXApb64mRdf880kLlfU\/cIt0XC2ttTvyOOtUrC3LQMvGi9pQZCII2coThGsibRUVzBJlYe7jRDvOtrJYx365lA9sb6ZJ8VPlpRuFLnbeE5OC8i3KaOGy5CfVNt9HxsbBj7DASS7I6kvd8LnibPzdbuv9mXzO9BF7wQ5q0TCULwyftp9hmS3aqQZEJ3IfMD2r\/3B+8aaawjXupew6BbutFIgqwvLTvS+s\/vvQsBgP7nEbC4aTNQRqlfCQLya1RuhFlEYP4GLsWmTrDuQDhkruTaZFAhVCbBnJzgYpRBrbOw5U4UCzN0gxalkLGP2hfLJS1O0edMLpo54HuuE9+YlSm+YVnl53g\/VAcElhmna+XJZnu2s1RuEjpZYfbrgEWZd53aGXd2XkMWpi9ZEuOYw4GpfRBIAgxEPf1v1Vvw1Sv+wwjJRJBewug4k\/YeAQvCjaKO1ONuNpRp9Y159BIDcW4XpqeY2vVKSN4XE5Dk3lbXHQJ2D6pPTmppoF8eZbuALYy1dT4tjvYURrnw9VISdRln2XrvGwOSe1kRoDf33A4a8gqlJw0OLJkz3HgghY1S\/EAwm3XgKeokPmdde5yFpdfu2q23kmF3PY4Ssjw+Spfe\/YDwcIf4F0FjtPUiPJ7dg9X1KyIrbUqSwhRlo4v\/2l3SInMNoPkrcTKTFaRlIjWsiC2un3KfEu4CePHLFLyeV3wiMEUl\/NZnlQaWniVgZ8\/sCx6WfQ7hrhQ7ZQHY8CROQjAMqbKuLb90ASwQa+9TFfUYw+kFxf3xA63jBTHa93+dysyIeCmO4e5Rfw31U7WHVCM1eYyEBNwIvpgqcx3dvxNmYzfBrVZYGRr7uEWy+EpEuTtgN95RXEX5RCCRUNnFa58ieDuY0Mx3PXur\/2VWJSQ33nXSBqQtQws18PcL+0uy3sED\/D0Nx7JrLNf4ccJnu\/JONKlc6zwmXT53DTioQgn0Ww7GB28OkkkaldChc0MBOsW5QpR9ximtVwFVpHYik1DZORAu0IsKzbT6k6Kv+UsvylYy8bso2ygQNuCI+ipaWVRXiW0jxHl4viAT90logA9lis7czNGk\/vvl8AXMNdNSDbTPGP128kVjM5Odh5j6lkZWlNO7OyT0MIp9IOU\/tj5++YSkK9gMVORPZA3mm1qlJ0sOMGiBFwOfjN1D2iYP8X68rjIkL69QVA6HnYbY4PQzYaNF\/EOA7Gk0RmP2W+ZVKvz9MIeHEfaiWpG79+2FgbXusRcCRKcJFlmIxYfGGuP2Od5035prov9lLg4avqFWM45WQqDBtlxuRVqmmVZqoDEI4hBfBhV8rS+kK7b1DDJRqW6Vk1GMI6eJ+c3YBAOG0jx8lGJpvKfkteCnNgd+LUyi+8llrGm1lftGGJ0K\/Skp40llU3B\/tCCjERA\/b99c67iZpD2uy9a996xJAqP1JdehbKgDGXPouUMNZNOVCBN1\/YmYr3UJpyXkYsW0TK0XlACnelcFMXnXk6Kqe83waxx5r\/xvLujAtmfrw0YFHvCpwM3DjDEx97gJKn0eP4hrCaBIvRbp6EKDwhwEuMBbCqNO92zpbeoMbkZfsUP9g7W3wUOShzXSIhVEaecEVjYdUFFdfVaOnMJv\/MZcnoaE5vVz7w79DhRgLHel28\/y8t9YKKpvjSrA9o3pg8cX\/lsiqdqL6gGSG\/BETqCYa03E3dprx1t3vVmyRhlVBQVjRQyVfCzZu4KwSvN88OoNByY0HZKwdD3sN9td\/NnBAfRZF9IbzbM2DalfGjyOROK6hEN\/OfpxWFHXmTvgJaACM8DZ85mDJkAfTJ0Va+1zkSF51bsdM6v1DKiFmJxptP8qNeo0JQouiQ4J1D91\/SUEv1VUTya2UkcqMZhSBs5hXv\/BwKZPNPnwckN50LSqy23w1ObC680krxPH5oA4TwcSyxpNcfRLlUYuMfpcglqYHEGX67lv3gRqhqDCZWy0GGUa6cIk\/7ppqfDzylOpDB3BfNM7\/ntG+E7iDtx\/PaMlaNH81HsN5Tv0skwo6IO3jsohaAB+HBeCMzpgjxZxB3RrvoC2DwqIds5Ag5ULpmjKlyXw3nWDh7ot5vRKl7acIYsVNAP5Ren+J9fNulMgbP0hqJFsI45nzD6xGPB0NpynrK6Ys+9jl2dsJ2gxxgQYB9x13o4Nn4puTl9k0xG66t+chq926RRc6enNXMGGhCPbIOC9q\/A+Hel\/mBVgLDwCnWIPHjxkZbIwRG6EXne4ka7rt1Upm1xEQK7GeyzDjxWfkGuUerZToNH8yoQ29LcxGPQKKXnWqDNMr2T9\/yK+7mdn2AsxQ\/KcziMQ9TT9+XypzTLb1o2hDOtnQcDUir+o8TTnafEjUToidBOVBBtIVpB2gUpJMd2fxFnkYf41VpBa8zljwf2a9JwVyqr9oOIaYdfPq9BikgC\/tPN1eLkxeWN4ubdCLqtnLhiCrm07g55ERhbhtrBag3Q8I+r5t+hM5Gw\/J61yZM66JryvebrWkducbGiajhRCcZA5rVkXDdBEuNk5+G+sQFbbpFoW4MnoM5Miedsc16tMqRdYVIisM5qryEoick3bYpxrO8+RgDH8RUs2ZexXxNqCjiNsOMN+pI5UWmYv2vfWa1rTSafe7ZHDTXchMqcUgS8Vyi1H5\/xLMcbVMCnBCmi6j7Rw78b9fxtUvsAkftHQOVFBFQtLmZejbBdyFxmo1aLNo5Sjh8jxSBkwVLmsquG51vuZ\/6F2k4CKvDk0ptR4a3TYKe0gZnlMShwbWQkW+GmYYUvb3NyWd73VmUQfrQkRH67cR\/sqN\/m1JlWrwmTrJGN77ytSAR\/9LejSLgALC4u0iHpSZYuG50DdK\/ohmgQb5W26bT\/OebQhRGbmmi1lkWDR88IR+YM21qkIxKq9pTpw\/pq+qX+sg7PlQDZsaDeZBFjDrVIkeVO89NK7Q+QbMuWtxHGl9gmdlbkxGG\/GBhudWMItbrOmYN3j5igoB0kTcFNPMPA+QMQb4ixADzfIMNiornzpe6k4IGdgcv16pO4qCR+jU4DHXGydxfzRusFwOkMYxs63n2FaN2gLd56QGmoukyzDb0BmhIybdpoF3fWTXIXTyCdhW4bSwD1POQf\/Pjz8gTcZSSALjbL6cSAyoDFFH3dVbCS7npXe75yuPCoP1V5Wd7a0ZotdhcYQY1KDOZXT6E6Y5TtSbDGirRe6Zk+HNHCUwyyhx1Xbj8BnNQbTzldQKnKAQ6EZw0PLUeRSjtINmyV+eMzZ1TeMR96mj8BPjFL0SDj7j\/S80x8s1zDOcKnVjJ\/yd+xOPublH6q\/YCrYed1QOXNvJEFByLNsMzrGHk7HP9STuUzF81oYT3Syj6tRuF0JQ34XtaS0D2XXElvnssw6EusElpQ8mRJzR1jJCaD7Cz0R8hIyle3\/R37+dc8fCP8+PyIogB+JMmjYkbOQ5bPv6XggoJBQ1zxQ0P51AoQrxaDtfgnT7FQ9T+EbZCma9+zmt4Uhu21oM3bCpYmZXIJfymB0WMAXzwcMI0qaMHmO2vQ9dXGidFxY36kLmIUNdTXo2ANo4cJMo8pw1wMc\/IUgvwiaKu1qlcspv5bffnnCvYu7L8ZcpgJ82P6RNuJeEzV4XEhiXv\/9XE\/XhoZors1NY2Z+QFuTee850zO05ZrVSqaVnFLXp9qBU6wgG6zj6Hm6GKbRjr2BCX598Q\/ukTTsD+fCt\/HCKktVeEXxbnhIJsvW9wGquzW14DZVAppVaG1wVV5xKWmRH35Zms2ndW5wYTAmz5LaXLJg+057IhXUCHT35F7e3MU+YaOAODAtJNiRE\/L9TFWrXxo2M\/HXhtKvlnFt+zISzHY\/LqQrimNK+0bDW25k03cLCbo0L520Q0TnEwjQNUMQ3JYG3zDJDQ8RHPhEjzmS6eUgNhvB3hcORUg7ehaeq6WqELqYjG8ReR9VmQWHa1O4Xf6JhCuvV+EPjXgk","iv":"fe5909969b90ef7e934feb3e52059886","s":"b571236a567ddc74"}
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