Lancôme names new global brand ambassador

Lancôme has appointed Gen Z influencer Emma Chamberlain as its new global brand ambassador. 

With a social media following of almost 30 million, Chamberlain first found fame on YouTube in 2017. Since then, she has been acknowledged by Forbes, appearing on the '30 under 30 – Social Media' list in 2021.

The partnership launches with a new web series on Lancôme's YouTube channel, called "How do you say beauty in French".

The series showcases Chamberlain's "fresh perspective and modern humour". Within the four-episodes, she expresses her perspective on self-image and shares her vision of beauty, whilst "uncovering the world of skincare and makeup".

The campaign reflects a new approach for Lancôme, which will see the luxury brand move towards more engaging content to create entertaining and meaningful discussions online.

Commenting on the partnership, Emma Chamberlain said: "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. Hence why, when Lancôme came to me, I felt so honoured and excited that the brand understood and appreciated who I am."

Françoise Lehmann, International President at Lancôme, said: "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 humour, and the authentic tone used to discuss meaningful topics."