The following are excerpts were taken from the second edition of theINSIDER KOL Marketing Magazine. theINSIDER KOL Marketing Magazine contains featured articles from some of the top KOLs in China and includes more than 250 China influencer profiles across fashion, beauty, luxury, fitness, travel, child & parent, F&B, and foreigners. The Beauty KOL Catalogue contains articles from China’s top beauty influencers and provides access to 50+ influencer media kits.
Beauty KOL @邓皓文Calsito: Keep a Childlike Innocence
Many people see me as a beauty stylist and expert in the field. For me, becoming a beauty influencer was just how things fell into place – everything happened organically. I used to like sharing some of my work online, along with personal things. Little by little I gained quite a following. After a while, several friends who were working as agents started saying I should try blogging and make my way from backstage to the spotlight. Some TV shows had contacted me before. At first, this kind of work didn’t appeal to me. But, when I was contacted by the Hunan TV show Queen and went to give it a try, I adjusted well to the environment. This was also a very novel experience for me; I found it fascinating and meaningful. Gradually, I started changing my career direction and little by little, beauty blogging became my job. For me, becoming a beauty influencer was just how things fell into place – everything happened organically.
First
collaboration with CHANEL
I have worked with many brands in the past few years. My most memorable experience was working with Chanel for the first time, filming a skincare video. They happened to be launching a new skincare product that you had to use with a particular massaging technique. That was my first brand collaboration, and there were many things I didn’t know. I learned that even one short video requires tons of preparation, not only from myself but also from lots of staff. That was also my first time leaving the country, and it was caught on camera to be shown to everyone.
Love
my life right now
I am very happy with my job right now because I do what I love. However, there are also small upsets sometimes, which usually revolve around being extremely busy. For example, I might need to travel to four different cities in a week. Most of the time, these are overnight trips. There is absolutely no time left to explore the city and feel the local atmosphere. Because I don’t have much time off, I usually just stay at home when I get a one or two-day break. I listen to music, browse overseas online shops, and check Instagram for popular trends and fashion ideas from other countries. If it’s a long holiday and I have more time, I go travelling abroad to experience customs and cultures in other countries and to observe how people dress there.
Would love
to be a food and hotel critic
My fans often ask me what my dream job would be if I weren’t a makeup artist and beauty KOL. I would love to be a food or hotel critic. What matters in life, after all, is eating well and sleeping well. Plus, I really love food and travelling. What can be better than being able to travel all over the world, experience local customs and culture, savour the local cuisine, and experience different hotels! With my current job, though, I hope I’ll always be able to keep my original intent and not start recommending products purely for money. That attitude bleeds into my current work: I am always upfront with companies that I don’t like collaborations to be overly commercial. Instead, I always share earnest recommendations of what I find useful and what I believe is worth trying and using. I also mix my own ideas about fashion.
Admire
hard-working, talented people
Many people say I am their idol. Personally, I have many idols. If we’re talking about women, I love Jolin Tsai. Once, I saw a documentary about her called If You Think You Can, You Can. The hard work she has invested in what she loves doing is deeply moving. I am also drawn to K-Pop boy bands. Their outfits showcase incredible styles unique to each of them. In my industry, I admire my boss the most. He is incredibly talented, both as a presenter and a makeup artist. I don’t think I would be taking it too far if I said he was perfect. Finally, I would like to say a few words to those who are interested in the industry, or who have just started but haven’t made it yet. This appears to be a glamorous industry, and that’s why quite a few people want to get in. First, this line of work requires professionalism, so do your best to work on your professional knowledge and your accomplishments before getting into the industry. Second, keep a childlike innocence, and don’t get stuck on money or personal interest – don’t become overly commercial. Lastly, understand that people follow you because they trust you. Don’t hurt those who trust you.
Beauty KOL @梦里梦到醒不来的邪
I don’t consider being a Beauty KOL career because I truly love makeup.
Q: What’s special about you as a Beauty KOL?
A: I don’t think there’s anything special about me, but many girls say that they follow me is because my swatches are vert precise and that the colour looks exactly the same on them. I also have the same dark lips and yellow skin as they do, so I can be a point of reference for girls with the same look.
Q: How do you usually interact with your fans?
A: The most important thing is to be genuine. I share the small things in my life and let everybody know what’s making me happy or sad: I’m a person of flesh and blood, not a soulless Weibo account. Apart from that, I try my best to answer the fan’s questions.
Q: What are your posts usually like?
A: They’re like assignments, mostly on lipstick, then eyeshadow, and lastly skincare.
Q：Do you have any interesting stories from your blogging experience?
A: working out in the gym once, and there happened to be a girl there who was following me. She recognised me. I did not see this coming as the place was very small. I was at my ugliest, all sweaty with my look for the first meeting.
Q: What is your dream job, and how do you see your current career?
A: What I’d love to do most is open my own clothing or make-up boutique where I can sell products I actually want to sell. I don’t consider being a KOL a career because I’m doing this out of a sheer passion for makeup.
Q: What are your interests and hobbies?
A: I am very much into exercising right now, I enjoy the feeling of working up a sweat. I also love reading novels, and this is a hobby I’ve had since primary school.
Q: What led you to become a Beauty KOL in this industry?
A: One day during my sophomore year, I realised I wanted to do makeup. It really felt like an epiphany. After that, I started devouring Weibo posts and wanting to get all the makeup they were promoting. I saved money and bought it, and then shared posts of my own makeup.
Little-by-little some girls started liking the way I tried colours, and those with the same dark lips and yellow skin started to feel I was a good reference for them. That’s how I got more and more motivated.
Then one day a brand wanted me to advertise their lip gloss. I was in seventh heaven – it turned out I could shoot lipstick swatches I loved and be paid for it.
Q&A with Fashion & Beauty KOL @FUYIXI
Q: Why did you pursue a career as a fashion KOL?
A: I was interested in beauty and fashion, so I decided to give it a try.
Q: What’s your secret to becoming so popular with your fans?
A: I take blogging very seriously and always do my homework.
Q: What brands have you worked with?
A: To name a few: La Mer, Urban Decay, and Bourjois.
Q: How do you choose brands to collaborate with?
A: My first priority is to choose genuinely, acknowledged brands. I see it as a responsibility towards myself and my fans. After that, I choose brands I like personally.
Q: What brand would you like to work with the most?
A: I don’t have any preference. I’d love to work with pretty much anybody.
Q: What are your interests and hobbies?
A: I like watching movies and television.
Q: Do you have an idol, or is there someone in your industry you admire?
A: Yes. I admire Wang Junkai, a Chinese singer and actor. You might also know him as Karry Wang.
Q: What was your favourite trip?
A: My trip to Beijing a few days ago. I went to Karry Wang’s concert, and this was my first time travelling by myself. I was too lucky to meet many interesting people and got to see Karry Wang live. It was amazing.
Q: Who or what do you love most in life?
A: I love my mum the most, of course. She raised me all by herself, which was not easy at all. I deeply admire her.
Q: What advice would you give to aspiring beauty influencers?
A: Remember what got you started, and do what you love.
Q&A with Fashion & Beauty KOL @EUNICE
Q: What do you write about in your blog?
A: I mainly write about fashion and beauty.
Q: What do you think about this industry?
A: First of all, fashion is a way of life and an attitude towards life. One’s sense of fashion and beauty encapsulates their unique style, and it can reveal your personality. At the same time, there is a sense of artistic beauty about it.
Q: What made you become a fashion and beauty KOL?
A: Ever since I was little, I have always loved beauty. I used to work in a fashion company in Hong Kong, so styling and makeup are right up my alley.
Q: What is the secret of your growing popularity among fans?
A: I make sure my content is always new and practical so that my fans can experience positive change in their lives by following me.
Q: Who are your fans, and how do you usually interact with them?
A: My fans are mostly office workers or students. I treat them like friends. Apart from sharing beauty secrets on public platforms, I often chat with them in fan groups. I’m also planning to organise some offline events to interact in-person. It’s a case of putting yourself in other people’s shoes: Once people feel that you do things genuinely, they stick with you.
Q: What brands have you worked with?
A: Estée Lauder, Anessa, Christian Louboutin, Miss Sixty, Juicy Couture, Uniqlo, Daniel Wellington, Sephora, Peter Thomas Roth, Erno Laszlo, and others.
Q: How do you choose which brands to collaborate with?
A: I try my best to choose brands of exceptional reputation and product quality.
Q: What brand would you like to work with the most?
A: At the moment, I would love to work with La Mer the most. After all, I love using their makeup!
Q: What are your interests and hobbies?
A: Working out and dancing. I go to the gym or take dance classes whenever I have the time.
Q: What talent do you wish you had?
A: I wish I could eat all day and never get fat… Just kidding! At the moment, I wish I could make a breakthrough in my filming and producing skills, and I want to act in a self-directed short film one day.
Q: Are you happy in your current life as a blogger?
A: Pretty happy. Although I feel exhausted at times, it’s very fulfilling, gives me a sense of achievement, and has made me a better version of myself. I have learned to enjoy the ride.
Q: What advice would you give to aspiring beauty influencers?
A: Focus on learning and never give up. Continuously improve your skills because this will give you credentials to guide your fans. Stick to your choices and you will see one day that all the good things and luck that come your way are actually the sums of your own effort.
Q: Have you worked with PARKLU
A: Yes, I have. PARKLU is a very professional platform and I feel reassured whenever I work with them.
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