La Mer has named its first male ambassador.

The Estée Lauder Cos.-owned luxury skincare giant has tapped the Taiwanese singer Jay Chou, referred to by fans because the “King of Mandopop,” as its latest ambassador.

“Jay Chou brings an incredible dynamic energy to La Mer. Along with his highly lively profession and a youthful approach to skincare, we’re excited that our partnership with Jay will help to encourage a recent generation to embrace the ability of self-care and confidence,” said La Mer brand president Sandra Fundamental via email.

Chou’s first campaign with the brand will feature the Treatment Lotion, an essence that retails for $190.

As reported, La Mer grew double-digits in 2023, based on the Estée Lauder Cos. chief executive officer Fabrizio Freda. Doubling down on that growth in key markets, resembling China, is a component of the parent company’s larger growth plan. On the time of the corporate’s most up-to-date financial results, La Mer had grown in every geography.

Within the U.S. market, skincare within the prestige market outpaced mass, having grown 14 percent in 2023, per Circana.

“La Mer’s skin philosophy really resonates with me. I think that youth just isn’t fleeting; it’s timeless,” Chou said in a press release. “With La Mer, the youthful energy of skin will be recharged. I’m so excited to partner with La Mer and have a good time the brand’s belief that self-care is for everybody.”

Chou, who boasts greater than 9 million followers on Instagram alone, was also named global ambassador of Rimowa in March, and of Dior in December 2023. He’s also proven adept at driving buzz, having sold greater than 30 million albums globally. In 2022, he caused a social media frenzy in China after recording scenes of a music video in Parisian department store La Samaritaine.