Emma Chamberlain is Lancôme's Newest Ambassador
The social media star will be featured in the brand’s new Youtube series.
The L’Oréal-owned beauty brand will be working with the social media darling on a four-episode Youtube series, titled How do you say beauty in French, hoping to attract Chamberlain’s younger, Gen-Z audience. The upcoming installment will also feature bite-sized Instagram reels and TikToks. The strategy marks a considerable shift as the storied brand has previously worked with Hollywood icons like Julia Roberts.
Chamberlain’s signature authenticity and relatability takes center stage in the more pared-back videos as the coffee entrepreneur and podcaster tours the brand’s offices and strolls the streets of Paris. Lancôme International president Françoise Lehmann tells Vogue Business, “With Emma, we wouldn’t do an institutional campaign.”
The California native adds, “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 honored and excited that the brand understood and appreciated who I am.”
The series will be released later this year.