20220303 Biz spot main revised

Social media furors over what are acceptable and unacceptable images of Chinese beauty are becoming harder to predict. Controversies are not just engulfing foreign advertisers like Dior but also now domestic brands such as Three Squirrels. (Nikkei montage/AP, Getty Images and Reuters)

Advertisers struggle to navigate China's shifting beauty standards

Models that don't conform to a narrow ideal can spark a social media outcry

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