THE WHAT? La Mer has named Jay Chou as its latest ambassador. The singer, dubbed the ‘King of Mandopop’ by his fans, is the Lauder-owned, luxury skin care brand’s first male ambassador.

THE DETAILS According to a report published by WWD, Chou’s first campaign for the brand will feature the Treatment Lotion.

Chou said in a statement, per WWD, “La Mer’s skin philosophy really resonates with me. I believe that youth is not fleeting; it’s timeless. With La Mer, the youthful energy of skin can be recharged. I am so excited to partner with La Mer and celebrate the brand’s belief that self care is for everyone.”

THE WHY? La Mer President, Sandra Main, told WWD, “Jay Chou brings an incredible dynamic energy to La Mer. With his highly active career and a youthful approach to skin care, we are excited that our partnership with Jay will help inspire a new generation to embrace the power of self care and confidence.”