註釋 Due to the rapid development of digital technology especially in the field of marketing, electronic customer relationship has become one of the most popular topics in recent years. Firms realize the importance of building customer relationship through social media, especially when it comes to entering foreign markets. Platforms such as YouTube have also gathered an ever increasing number of influencers who post advertorial videos on a regular basis, trying to implicitly change their viewers' purchasing behaviour. The cosmetics industry is particularly influenced by this trend. As one of the world's most profitable industry, it has been growing steadily for years and expanding to eastern markets. However, global companies such as L'Oreal finds themselves struggling to connect with local customers - especially in China - and competition is more difficult than expected against domestic players. Gaining edge through social media and reaching customers then becomes crucial, especially in a country as connected as China with more than 659 million social media users. L'Oréal already tapped into this opportunity by posting videos and pictures on WeChat to present L'Oreal brands, and used endorsements from famous Chinese actresses such as Fan Bingbing. The aim of our paper is therefore to draw a digital culture comparison between France and China when it comes to cosmetics and consumer trust. We researched different variables such as trust in peers, in brands, and sharing of information. We also placed a special emphasis on the formation of parasocial relationships and the use of parasocial interactions by cosmetics companies to reach consumers and develop trust. 