Global Ambassador: Priyanka Chopra named as the face of Max Factor

By Sarah Parsons 1-Jul-2021

The Bollywood star was recently unveiled as part of Victoria's Secrets' VS Collective feminist rebranding

Max Factor, the Coty-owned make-up brand, has named Bollywood actress Priyanka Chopra as its new Global Ambassador and 'creative collaborator'.

The announcement comes shortly after Chropa was named as a face of Victoria's Secrets' feminist rebranding.

The actress will be the face of Max Factor from 1 September, starting with the brand's new Facefinity All Day Flawless Airbrush Finish 3in1 Foundation campaign.

According to Coty, Chopra was "very involved in the language used in the campaign, ensuring its authenticity to her voice and her personal experience with the brand and the product".

The confirmation is in-line with an ongoing marketing trend that sees celebrity ambassadors act as creative partners.

Stefano Curti, Chief Brands Officer at Coty, said: “Priyanka is the modern embodiment of our diverse Max Factor audience, and a champion of the empowerment that comes with transformation.

"We couldn’t be more thrilled to partner with her and know we will be able to achieve so many extraordinary things together."

A UNICEF Goodwill Ambassador, Chopra has also been the face of Pantene, Obagi Skincare and Garnier.

She also joined the barrage of celebrities with their own-brand beauty line, with Anomaly hair care.

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Speaking on her role with Max Factor, Chopra added: “A brand with a rich heritage that spans more than 100 years, Max Factor is behind the most iconic and effortless beauty transformations in pop culture, and I am honoured to be collaborating as their new global ambassador.