The list of celebrities is extensive and diverse, including People’s Artists Thu Ha and Lan Huong; Meritorious Artists Nguyet Hang, Chieu Xuan, Viet Anh; MCs Thanh Bach and Thao Van; Meritorious Artists Kim Tu Long and Thoai My; film director Le Hoang; singers Ngoc Son, Ung Hoang Phuc, and Duy Manh; actors Doan Quoc Dam and Luong Thanh, among others.

The involvement of so many artists in similar advertisements has raised concerns: Is this an organized marketing campaign or simply a natural trend?

The most striking characteristic of this “craze” is the suspicious content of the ads. Most follow a similar “script”: artists are “diagnosed” with facial flaws like “eyebrows don’t support prosperity and wealth”, or “eyebrows don’t reach the marital harmony sector,” leading to “loss of fortune.” This is followed by grand promises of “transforming destiny,” “attracting wealth,” and “enhancing facial energy.”

Beauty salons have cleverly leveraged the credibility of well-known artists. With large fanbases and high public trust, these celebrities boost brand recognition and create a “quality assurance” effect.

When familiar faces of cinema stars appear in ads, many viewers believe the service is effective. Analysts say this is a subtle exploitation of the “idol admiration” psychology.

Additionally, salons use evocative names like “Jade Prosperity and Longevity,” and “Wealth and Peace” for eyebrow styles. These names sound luxurious and tap into Vietnamese desires for luck and prosperity.

Coupled with self-proclaimed titles like “Vietnam’s No 1,” “exclusive,” or “advised by top numerology experts,” salons paint a promising picture of success and wealth. 

Notably, using terms like “best” or “only” without proof may violate Vietnam’s Advertising Law.

People’s Artist Lan Huong clarified she only appeared in ads and didn’t alter her face: “As an artist, I don’t want to have ‘surgery’ or facial changes. I want my face natural to play aged or rugged roles. I occasionally get facials or exfoliate for healthier skin. Amid many beauty ad offers, I just perform, and do not undergo any procedures.”

Singer Duy Manh also said that he doesn’t do feng shui eyebrow or lip tattooing. “If tattooing eyebrows or lips made you rich, everyone would do it. I advertised the place for those who want to look beautiful and confident, that’s all. 

The sheer number of artists in these ads has created a viral phenomenon on social media, suggesting a meticulously planned marketing campaign. The HCM City Department of Health has warned the public to be cautious of ads claiming to “change destiny,” “improve luck,” or “attract wealth,” using celebrity images, advanced technology, and enticing promotions. 

Minh Dung