THE WHAT? Estee Lauder-owned TOM FORD BEAUTY has officially appointed Wei Daxun as its fragrance ambassador, with plans to release a new advertising campaign. In the campaign, Wei Daxun portrays two distinct looks, representing the fragrances “White Musk” and “Precious Oud.”

THE DETAILS   In August, the two parties collaborated on a promotional video that reinforced Wei Daxun’s “New Chinese CEO” role from a well-known drama. This recent announcement indicates a deeper level of partnership between the actor and the brand.

THE WHY?  This collaboration aims to leverage Wei Daxun’s popularity to enhance TOM FORD BEAUTY’s market presence while offering Wei Daxun an avenue to expand his brand associations beyond the entertainment industry.