THE WHAT? L’Oréal-owned Lancôme has announced the appointment of a new face of the brand, content creator Emma Chamberlain.

THE DETAILS Chamberlain launched her YouTube channel at the age of 16 and has subsequently won the People’s Choice award Pop Podcast category and was acknowledged by Forbes, making it on the ’30 under 30 – Social Media’ list in 2021.

Chamberlain will feature in Lancôme’s first web series, “How do you beauty in French’, which is a four-episode series, where the creator will share her perspective on self-image and her vision of beauty. 

THE WHY? Lancôme is focusing on attracting Gen Z consumers, with the new series lauded as ‘reflecting a new approach for Lancôme to move towards more engaging content that is designed to create entertaining and meaningful discussions online.’

According to a press release: “Emma is well-versed to discuss subjects that matter to the Gen Z, has an unparallel ability to connect with her audience and speaks their language. Emma is a culture-shaper and a trendsetter with whom the brand can produce the unexpected and connect with consumers on various social media platforms.”

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 humor, and the authentic tone used to discuss meaningful topics.”