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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gDrWGVaK1Bsu3m9R0wX9i5EL7W3Tr9SAGT9vySS8qp4gxGyx7Avhb4vm3wG7qT1y+fqJfGgANYFKF320Oh836xaFq9nJzW0cLVsp8OXBJwHIPDVbb4cWpVugP3pWW7yVp0QSUVruubzz3xh4XsY8Ek\/dI2LG1AClMCi6PILibz4oPLyrfAD3elLyz8rPuvI2jZaVVCg5PSVVxSrX3K\/5iuvAbxDY0FfouDFhfXOJEowemhw3r7nqi4U\/2WUBC4FPsb7G03gh4vfEsq6QYId+OGRhGXVBM7Pgqf5XaeVJXY7GUJnE6d\/BbzImmMSUa86C9PQ4YZVWoieEZkC7iZzYQoRITNaZ8qDWzcGQ4z77Zy2RJtnqWaTjsH+V2fRwFRi\/aKQmRUa\/sN0muiDoCf1rSMT4x0yADPlBiJ1q2hWHCjSodgdZTXtQi1\/4syFx9g\/4iSXqZCaflZLgrKZVBqCuz5IQbua4UbB5\/ePfiI851NOnBgrKvfOVN6vCyoWHq6NRMwze1nUuuhSXVosWoJCVpYRf4ue72Vv6OYT3QhgBQ15u\/QqEGngQAsoIeqXDWGl3UkodToTQiizwkTpfyPg1ilh+jj\/bY+3iUaKGNOwxzUHzDGogX6hRNJUEiTsS8LMxv7A6fir64KDtPCKucmWNv7jozXwTlKaRxU1oJuttwtbIGKLwHgDGAqjEhUnfTcat7jNSZJtV5Rvi\/cYrafOWP5n9H2z26ghaopZOanc\/QA2\/r7V18VbxsYj2q9Za7gm8iRz7uGgw7KdVjwjl1wRReCvdyCVdZke0MCstTfmsnTeOkonAWkiPYKgtdAwS0hlQ3jugerA2Ja8mTCoWSeEIZRkTHil0RiVNEbfRBrZfQeDpDZ1knqSajhqiJAtzUQjL7+TN33VuyBA2XXO9eIBKjrpUFtv4yjtG5WLmGEiIqIhX\/KTryt0w9cXqvkBs4vC38x6HAgOOKAIeIclrxkVJDhiAgDK1cytL7uiU6ik2aSFVoKuLZFj5FL0i+5m0OjGhyWwI6\/bYwX0OwHcnGx+M6KA0jOb8e+HCl9QY4FLw\/wMcqfk+HH0y\/9L\/rCeUXuD9pRsMLXowJg9fipEL58rWOUiP4FFYXdLSrkdmlLIyduZJzYaF5j4hEFOclgO3BM9+3uRfa0a39znm1CEGsEYhfBs+fDutVsVR7GwS0L3IJEOxYHYqyi3EfFciITfbsiuSAl7kLaOcWYGsBKPZ3VYcT08t3U5CBbNROvlKOUJ8frnR7Kd73+JRF5CggRCdJDLt3ij5CMz1gv2Xt1BzdyasYDevTLa0GOA8w9MfdgfAmXGmCT1F5RPkRPEkq2eYMdr55L86SZLDUhxXdewPcFe3FnbM04Gi+9bYA5RmvwBtiST3lSztWi\/VVwNhu4KU\/6+PKTDhV5Ji2xLPcwyLtiMfJaRA8qBqYYNcI2KCevA818pKqzOXs8Z7qRTgTCxqsQK4Il+DDSpRkt9l\/wp9ZAphxKhk8gc2Y4v0edT88WqxuihDx62fKGnKLcGF6+jymdhJR3qM4L5QcK8VtrJWx\/VTK2Yz9lMag3mnLhIV75Oy3YZuP3pEkqi3W5H\/QJK9KrjnGvfne9YvTa\/O9K8JBmxSgqqjF\/cRzITEoc1DNvNKFQkriVY3MVrBluT901ZfjaS9f5bnlaLEdZAFj\/QQrP+aPmnO9tHJzxZ9CbN0RFzH\/czpPZva0YUY1fo+nbLwodrZ0RpmBnFbxG8P5CNppYKCxUo9RkddYBry+kQIjHSOLLGDz0lYi0DjyrFMZrSLv3b\/YfN77BtiRfjIonfTop\/PhhhHYGzRUd8lhF8fitKYwL97pnV0spsinkSWlNvnQO4FVgpO91SLE\/mw9v73V8nN4JO0+bWpfnQc1ALxfuypHJ3sgsV+lzoS2YikN7hHPDO\/vi1jotH+5dpqeTO\/9lA5vqgBAwXcdzXjosW2PY148E8uFEETKchw\/3VJqqIwZ5WIRVv+MQb5OwpkW\/8OqqJXXZYbbe\/ZmvbBNrujcF+a87\/ClTdgKdAlKFKD+jXXC2vmQRuibM8wLqcqMRuYl\/Io+8MuZ7d3p0KFGgzbtYGNMwkzTQ0mAFc7Tnf9iSXBboXqhZpDgDOeCN\/0KzY4tcyVsB5a0V8r9gXgkUHMvoyHIS50ZwO5Rq+AXss\/AYjj26\/MADwiTvidXL4acHEBF00\/9ZfhfScqjWiex8KVO4FZU3E2i0PJWXmZ764dc9NtTeKhW1TLTz\/XSCLjAsuVHvt1TATy32qKdXsbRet\/dONVkig65PTWywSI7WwIPpNCkFuFB8jaUw3RzEajmVoarXVUGBXLWM7cm935\/av7ns1\/GbFFjcCkECexhoB6sNZmEIzTYRmD\/z9p5EXaexBFON8wHEW\/vw3PdvU8QQm\/5wDdrA5t8SE\/qqX2JNDIF65mU+Ia2\/76DUFFGNHZHP803k6bL5qyj6ECxIIxfGC3P7gEu\/AXy\/T4AwoM1nyUOpR\/Aa8JC7nBh29ECADdo\/\/27uZH7WV6nLqJRikIM0MOS+kmQBXfe3OZmWNby4laQa8\/KOD5zC8zpEzGZ5n+5ns+gHFTvuSYOHluMSWzWfiW4ymTZlQofBecOPcKjwt6sUVyB2iTmb\/0DYejbPw9\/JSjXAhakWI6tusemkb\/VsKjyPxrHrkVM3jj5WbNuPwGdca4Vr68ZUmLzsE8WQ4v7yszWFFKvL59Wy+3kw7U1BLAEaJ9ytF3C+rIdm+eHXc5otV\/9jm49Gfm8vRy3FJ0Itf3xbx5NWvwSa9iIyKxwbS+Aucr6EJDt88QA3l\/qMTVbhZ9mk9FxuHP+NGuxGP+plR\/D3ujTtuoDT4OcmrXKvYYpz66VV3MCg+qLutrEkORDtwqhz+50jmbnl186ZyrqAtWGerA6j4F1ouOaktVjq9U5YGXl\/u1Jo0lo\/FikUqyDmd57bJwP2qiLvCef0lunWEwcnsGjozbmDJXd2iYZK1MrCSsbjI\/LKXbj\/4zrgfLhVTjLIvXBbN5o5hIAi2Z9SiXy6n2ir+lsA7pKZWghm4+jm81Go2uvZZpGyhDpI6AwywyGee0iGeZ27Cl7nbMTUVZjMbE0cXlYI\/HXKWURbdKXIE+Eu5VvJ37pbuL3A8sQRLFlzx9goDb9UvWB\/4QMHuV7gN+pD0i6d9GTwbra1h7jklN1J+aLhGXkNa9nhVwVEs34gBqPOvi2sX4LghfyMh016BG3D5RSlxxBIgLKXCibBhgG+L2b5DBLNJFmpxgAu9KIYPvPYShwkqjGFdcmxP1hEw3m81zHtxMhxkZqAIaJ2wuQL74hpJD9tWxMU0gO\/wdtLsMgx2U+KKOmEs9lwnJQlm8o9RupCIEms0nWe5d7iVhlnYK2rdPoqQjWfWTuZFUY55svjUGfEE973jx17qlOjUw7slP7Wf+dXBmuP77CgEtWt++euKxgLizKDGSISXt0mMvoPMpXo5kKaGqh5EChIQo3a3kMO08HsnBEAZ12CfEmvL+zVu3J\/qZmib++cwQy5iXwIaTl5Nz0HZYybFSA7y4WRmYAd6wvylOo5xWyucrt\/NQFTey+qZqp6j2YsJD9LbIsEm6117Z3+rlBnz6TK+whcpChep3Ofro5jvb7wAXP7vEIojD0Lm60Hg8K3jB4t+RgGxb5tHYi2Q2CZIdAUia9\/ovyG2wKgXYtSy7IT4ARt2L0X8msLqRvzOdPB\/NqWxbtmhpmILqXlITD1Vd1tLRJonMeIA0q9x0FxYDPfGAz1VfV4LKjBnmf4vSJhRxagEzbt6xyTFQdS7xA3ClNwYCGbNEkrTKd9CH5MHUBs8SOASu3glbrgKQaD4kK+QNSQz7FGMjMLMTHcRjdtyX6ufJqxAw9S5DYJlRUq9NtpCUTZvlhkoZUE0pOcfPzS\/fmCsqc92zzakF4qX2aypjUDuODTBmZqQqowatgGECqZ8PqbisOfubfLVYkx4tOFMENb6LrC\/gAj+4PbnGNXEm5Vh20UCRl8noRcPDDqmwpUrO+ocb8nTn4dsYXRmML9fxoemxc+7MtVaIr\/M84I604JsSmJheU8Nmv8cKFqzoHnbW6zhfYofHo9XLSXw+tYMk3uWoOx9SzmbwFtuf0aqOfigcDVwZih0XN7zb7gUDpGwoRBPqCIgTxoAytJU9+e8YB\/Sn9YeLW2S2IyBXWCrgWT4rIYyUH\/HcBqqISEwaQNaqxfLva7\/zH5zno7OocsF7efZaoMliTgY+s24Axs3pdJ73fU7KPhTrzxzhF2r4e4MS3mQVY9uzPhgR10vpfFKKSq0EcYHyNmktLKeRx5DoYOyQLevLtY0S7Bk6CHdZx3LXPBHVM0UzM5pbpJhRNHaVf9KtP2TZJVrcmyaYnS4PclyFhR25wFBWuGjDM9Wc0LUIZvK+9TMaP4\/VP8T6w6z3mLM\/hb10WrfI5M8+n2qlBtxKScJkM1LhZ9+QfLnX5aDExSdjZ8UzWn+0px6DEiqYqJr8PFHMFeG3k8xYS4TBwjOmwdzzxQ2NrNpeSqDcyCkskSGUR5dwlwhM1gQyZFtOO2nE0BFRNe2qVumWoC09nH9r0aQwMTTNfk+VwNs\/FQYm9jyyc4pW4EUYepZWvMpn742YG0Cb6MohWkQfwabNFqAW9YqsFo\/0hVtrNDRhlonr3eRE8w12i51rgaFkVuZ98s+lwtG7r0asfCAnlpSbpFRziiZlknFzLGgmeqVpyh3Ero2l4UMqjHWoqY8XZPqvlqYAYEW+ujp1Fkp8JAszOrdFFC1dR2baeFH30EHNvxAi6Qpw93CDB9CS2XhDtcYFj9rVw7zsyUGlTvon5FTgkcmGvDrPlVw7lIxl7g9NCGS4PN5+GG0aJPD2pGuomgwW9fFrzs0fLKqG6NeZNI9Eyq69bfKB6OSRmw\/aF9FtadhLK92gbYu28wsqGi4rRjXGWTvrLmlEV9Q+HK5J\/Z2SHpUtOY5uCC2NJ7vELnvVq3t9Uh\/0Js5kGb9TJ42hCYh8JP9ZssCPS2lU2aso8XAz7ZnlyvVpT21jcFKFtrDeJnxtPVMkrgUQTz6JEyU7\/gnmiYYLV0A7v7jVsarkYLv7Bmp5f5zJn1Oe347bdI9d8GG1rbsNaxXJ204rvEJWuazdf3wUJQknu33RiUI19UQLSF5M4QxKHTwkBvsjML2FUmPiyf52mvJw86mtTlXNjlSvB8YN+tcd\/GRZafMOJQWqIuVxmdzkKHAKo8BrLbx45qWVy2nvtO1DO6jBdjg+4DV4OVLa23sW1\/TQFVaiH4Q2aPv6yF9feUwaM6m9wbR06jA13M+6EbN9VHOLKiSuZp1gQ\/nI9zzkA\/aBjvBZpE+ZOKVXhlT1Ke6U\/q5LrUQf3g0Nbb\/lCOEme7jVtxrB4ZvS6VI4otTnFsQ4OhGG\/61Q8HwDbcIF6bb3rfdSP5LTEZ6miSMKRKtUdywXxoOAzLsM8HpkqQrcZoKJqIBFcqlYQM\/5j6WAN2bMlRaDGAdpqhyuhUqgDnNQwni5wZPT0Nfme2fvJGQ9J1eSaZRv0r5b6GWbqMQVKbq3sSmXw\/CPHqKrX4XnFFVkYNXVPpROZ56MY8DsE9O+hyT78NGECMgDgECtPpbMPe1wVqQ3T4rJAF42Q60c2umYamWEt3rdfQZPW4sQV6PFM+b2OQjyHn2XHQyZZ476FiX51KSYAHUt6kqhaOWGrLOZcf7NLV2PvOvApxhdsoVTxf9Z20kBEAfutRC3CdERXGaxQ\/Egm8eOsfTTzJ+yrJWRu7h3Xf5CueDZR9xfx9jys2dzgGYzzJfq4vXoIVKTxi7ixWmeF7w7122orr4xHaxYloHJxU15jxhl3wsRoGyO6IJtwzEnl\/SEpqIZIYETmxag7ntUcaohF91NhbW5JGmng9vCXdX8nLoSBixbF7JnX4x8yI3rDX\/atCqTE3q43Nte8SKL2kLg5c61iYh0cLs2dgN2ZeiJXxh+TN9l2kwPf0hCIfUu4wMM3f7bL+8Z2sLODfgTfALnLuCgvJPycN7tpNYg6JTLK9hR8i45zKOFHjeeE\/GkT1lXEWxO6dp6a52sbJXBZ8YHdCOIkx+vUT3qf3cQdkG8Z2O0y6PaUNGkXzeCJPqErfKbEI5e1kXfPzv6QUQgkicUAzxQY3BVUJdXwaQnnXWITIB3rLPV42l+xdV7t\/j4NlWYHxcAw8Seqt40bluIv6Q0FRiCm2YgkaklBXV8gqlIAAq5lECUTjBy17dHcuSTrUFonBa30XVnW\/oMmD6iLO25WnbjrNhZaQFWd2GwmDo2+mzCjycxqpMKCzVobD+Pi2cYHqNAOwLkWfLtcNCKxBjka3aSQjiqdF0un+mJtJucVeIpjUcz6V4OYoSuEXTAIyemXirz3AufOxssHUB14TUIfCugz\/NBIxOKzLmZyqxlQ5\/n4iSCxHbXelo+nEqgoeUDSeXWo\/hzDj6Pi5RztlLcgSkdCloubpKokvoIDaqKA1YtEF0RsccAA+pb3","iv":"a829a1dc0a668cf3e78297b522c35bbe","s":"90ad55ab1b706fe5"}
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