Expanding its roster from film and TV actresses, French beauty giant Lancôme has announced a new face of the brand.
Fashion icon Emma Chamberlain, a 21-year-old that first became known for the popular You-Tube channel she established at 16, will be the brand’s global ambassador.
Chamberlain’s YouTube channel now boasts 11.9 million subscribers, with a combined social media following of over 30 million. She also hosts a successful podcast called Anything Goes with Emma Chamberlain and runs her own coffee company.
The L’Oreal-owned brand has tapped Chamberlain in a clear appeal to a younger demographic and has partnered with the content creator to create a four-episode web series around the world of Lancôme.
In the first episode of the series, How do you say beauty in French, she is shown exploring the Lancôme offices and speaking with Dr. Annie Black, Lancôme’s International Scientific Director about Lancôme’s skin diagnostic technology called Skin Screen.
“I have always had my own notion of beauty and didn’t project myself within the beauty industry because of the duality that I show, mixing comfort, with being nicely put together, Emma explains of her creating approach in a release announcing her new role.
“Hence why, when Lancôme came to me, I felt so honored and excited that the brand understood and appreciated who I am.”
Françoise Lehmann, Lancôme International President adds: “I am proud to welcome Emma to the Lancôme family. Beside achieving so much at such an early age, Emma is adored by a generation for the perspectives that she shares. We can only appreciate her authentic tone, and the humor used to discuss meaningful topics.”
Images: @Lancome
