Beauty app developer Meitu is launching a bid for global fame with a new international campaign, #FacesOfFashion.

Meitu, the third-largest developer in China and a top 10 global app developer on the Apple AppStore, is aiming to promote talent as well as brands within the fashion and beauty world with their campaign, via China's top social video-sharing platform, Meipai.

#FacesOfFashion was first rolled out during London Collections Men earlier this summer, streaming events and footage to more than 100 million Meipai users in China. Models Eva Herzigova and David Gandy, One Direction's Niall Horan and actor Stanley Tucci all featured in the campaign's exclusive footage, which included backstage access and interviews throughout the event. Following the success of the move, Meitu is now planning to turn the campaign into an ongoing initiative, bringing it to fashion and beauty events throughout the US, Europe, Latin America and Asia.

As well as bringing content to hundreds of millions of mobile consumers in China, the move will also increase awareness for Meitu's selfie and virtual makeup apps, which include BeautyPlus, MakeupPlus and SelfieCity. 

This is not the first high-powered publicity drive by Meitu; an earlier in-app promotion campaign with key South Korean beauty influencer and makeup artist Pony on its app MakeupPlus, alongside branded makeup looks, tutorials and livestreams on Meipai, led to over 730 million selfies being created using Pony's MakeupPlus looks. The success of the campaign inspired Meitu to help bridge the divide between east and west and satisfy a Chinese audience hungry for content from other markets.

Meitu's apps, including MeituPic, Meipai, SelfieCity, BeautyCam, BeautyPlus, BeautyPlusMe, Airbrush and MakeupPlus, are installed on over one billion unique devices worldwide.