Amor Amor campaign selects new face through casting call

7,000 French fans apply for role

French fragrance and clothing brand Cacharel has selected one of its fans to become the new face of Amor Amor. The whole advert was created with the input of fans, with consumers asked to vote on the storyline.

Estelle, the 19-year-old winner of the competition stars in the new ad campaign, the storyline of which was also selected by Amor Amor fans. Voters were asked to choose between: underwater love, ice breaker or a surprise scenario. The third choice was chosen and bought to life by Director Arnaud Uyttenhove.

Almost 7,000 French fans applied for the casting call for the new campaign. Women aged 16-25 were invited to apply for the central role. This was the second time the brand has run a campaign like this, having cast its advert last year in the same way.

Estelle was selected from a shortlist of ten finalists who were invited to meet Enjoy Phoenix – a popular French beauty vlogger on YouTube.

Estelle said: “Amor Amor was my first fragrance and I have been wearing it for 15 yerrs since! The experience of Amor Amor Casting Season II was just outstanding. It was a dream I wanted to achieve for a long time. I am very happy to be the new face of the campaign for Amor Amor.”

Estelle in a still from the advert

French/Isreali singer Tal Benyerzi, also known as Tal, also appears in the clip. She commented: “I was pleasantly surprised and glad Cacharel appealed to me to play this role. I have a lot of love for Estelle. This is a girl with a sweet and mischievous character who exudes a certain poetry in her way of speaking. She really fits with the perfume’s image.”

The advert debuted on French TV on 7 November during the NRJ Music Awards 2015.

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