Lancôme has appointed Belgian-French actress Virginie Efira as its first ambassador for France.
The 46-year-old French cinema star and former television presenter will be the face of the luxury cosmetics brand in the country.
She will front a new campaign which encourages “French women to reveal their own inner spark”, read a statement from Lancôme.
Efira has been in the spotlight since winning a Best Actress César Award – France’s version of the Oscars – for Paris Memories.
Lancôme said Efira was “the perfect embodiment” of the company’s values.
“In a few years, she became a big screen icon and the French’s favourite actress,” Lancôme posted on Instagram.
“Virginie Efira is a free-spirited, accomplished woman.
“Bright yet sincere, she is the true representation of elegance, all while staying true to herself.
“These amazing qualities resonate with the women she will be representing.”
Efira joins YouTuber Emma Chamberlain and actresses Joy Sunday, Zendaya and Lily Collins as ambassadors for the L’Oréal-owned French cosmetics brand.
Commenting on the partnership, Efira said: “Lancôme conveys for me the idea of an assumed femininity which is neither a hindrance nor a disguise.
“But rather the revelation of a radiance that we find inside ourselves to be in touch with the world.”
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