Lancome has just announced their latest celebrity spokesperson to be the always pretty Julia Roberts. Breaking the news on December 4, 2009, Lancome president Youcef Nabi said, “By her remarkable personality and career, Julia Roberts is an emblematic woman of her time. Her exceptional talent, her radiance and her strong commitments, perfectly echo Lancome’s values”.
Lancome has given Roberts the title of “global ambassadress”. This is the first time the company has had a single celebrity front the entire brand.
Lancome has a history of selecting timeless celebrities to involve with their campaigns. They truly have a thoughtful process that takes place before choosing a celebrity to associate with the reputation they have established. Some of their endorsements include deals with Kate Winslet, Clive Owens, Juliette Binoche, Anne Hathaway, Uma Thurman, and Mathieu Kassovitz.
Lancome’s recent decision to go with a single “global ambassadress” could be an attempt to create a new and distinguishable look for the brand.
The Beauty industry has been sweeping up the big names and it seems as if lately actors are more than willing to sign their image to a brand. Lancome’s handful of celebrity endorsements has helped them regain some power. The relationship between top-tier stars and beauty products became big with Jennifer Lopez when she made quite a profit off of her perfume “Glow” in 2001.
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