THE WHAT? L’Oréal Group has launched a virtual idol for the Chinese market, according to a report published by TechiAzi. The anime-style character, who has been dubbed Mr Ou, is charged with creating content for the French beauty giant’s social media channels.

THE DETAILS Mr Ou is styled as a 24-year-old, Chinese-French entrepreneur who is passionate about sustainability and works within the beauty industry. He will post about trends, ingredients and eco-initiatives as well as interview KOLs and celebrities. THE WHY? The virtual idol industry in China enjoys an impressive following – some 64 percent of those aged 14 to 24 years in China follow a virtual idol and virtual idol-hosted livestreams are booming. For brands, the price of creating a virtual idol pales in comparison to securing a KOL endorsement, while engagement is broadly similar, making the launch a no-brainer.